Cetera Launches Dedicated RIA and Branches Channel Led by Jen Hanau

Offering additional pathways for financial advisers choosing to operate as an independent registered investment adviser, Cetera announced the launch of its RIA and Branches Channel within its W-2 RIA models or in Cetera’s supported independence model, which has more than 40 branches nationwide.

Wealth management executive Jen Hanau has been hired to head up the new channel, bringing more than two decades of experience in adviser recruitment, platform development, and strategic growth to Cetera.

The RIA and Branches Channel will manage Cetera’s independent RIA services, W-2 employee-based RIA models, and supported independent businesses – which the company said provides advisers with flexible affiliation models and robust support to grow their practices. This initiative reflects Cetera’s continuing investment in empowering advisers with the tools needed to grow in today’s financial services industry.

As of March 2025, Cetera’s RIA and Branches Channel has more than 600 advisers overseeing approximately $33.5 billion in total client assets. The new channel encompasses Cetera’s multiple offerings, including:

• Avantax Planning Partners: a tax-focused, hybrid W-2 RIA model that partners with CPA firms to provide their clients with holistic wealth management services built on comprehensive tax and financial planning;
• Cetera Investors: a network of more than 40 branch offices enabling financial advisers to operate independently, backed by the infrastructure, compliance, and operational support of a Cetera-managed branches model;
• Cetera Blueprint: a unique community that supports Cetera advisers in realizing the benefits of owning their own RIA with the assistance of an experienced partner, as well as advisers who are on the path to building an RIA; and
• The Retirement Planning Group: a fee-only, W-2 RIA model providing clients with wealth management services through comprehensive planning.

“The launch of our RIA and Branches Channel marks a significant milestone in Cetera’s evolution, underscoring our commitment to meeting the diverse needs of advisers and clients,” said Todd Mackay, president of Cetera Wealth Management. “Jen Hanau’s extensive experience and visionary leadership make her the ideal choice to spearhead this channel, and we are confident that under her guidance, our RIA and Branches Channel will set new standards for excellence and innovation.”

Hanau joins Cetera from Mariner, where she served as national managing director of the firm’s independent channels since January 2024. In that role, Cetera said she was instrumental in expanding the platform and enhancing its full-service support model, focused on helping advisers deliver exceptional client experiences. Prior to Mariner, Hanau held leadership positions at Fidelity Investments for more than 11 years and Charles Schwab for more than seven years, with a focus on adviser recruitment and consulting on the benefits of the RIA model.

“I’m honored to lead Cetera’s RIA and Branches Channel and am excited to build a platform prioritizing clients’ best interests,” said Hanau. “Cetera’s commitment to innovation and adviser support aligns perfectly with my passion for empowering advisers to achieve their professional goals while delivering exceptional service to their clients.”

Hanau will be responsible for developing and executing sales strategies, leading client-facing teams, and driving business growth through innovative and collaborative efforts.

The new RIA and Branches Channel joins Cetera’s existing channels – the Advisor Channel, Institutions Channel, Large Enterprise Channel, and the Tax & Accounting Channel – each of which are comprised of unique communities designed to foster collaboration among like-minded advisers.

Last week, Cetera Trust Company, N.A., announced the appointment of Kerri Scharr as its chief fiduciary officer. She joined Cetera after 20 years with Fidelity Personal Trust Company.

Owned by Cetera Holdings, Cetera Financial Group offers financial professionals and institutions the latest solutions to grow, scale, or transition with a merger, sale, investment, or succession plan. Cetera serves independent financial advisers, tax professionals, licensed administrators, large enterprises, as well as institutions. Home to approximately 12,000 financial professionals and their teams, Cetera oversaw more than $554 billion in assets under administration and $246 billion in assets under management, as of March 31, 2025.

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