CCetera Financial Group runs a network of independent retail financial advisory firms and supports them with technology, marketing, compliance, and access to a wide range of investment products. Advisors use Cetera’s tools to manage client relationships, execute trades, and stay compliant, while Cetera earns fees and commissions from the products and services sold through the network. The platform differentiates itself by focusing on independent advisors and financial institutions, offering a broad, flexible set of resources and strategic partnerships that extend beyond captive channels. Its goal is to help independent advisors grow their practices and deliver strong outcomes for clients within a trusted partner network.
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1,001-5,000
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Headquarters
San Diego, CA
Founded
1981
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Cetera Financial Group has acquired the assets of The SFI Group, a Minneapolis wealth management practice with about $200 million in assets under administration (AUA). Founder Terry Sonnenfeld, his wife and office manager Tracy Sonnenfeld, and a two-person support staff join Cetera Planning Partners, Cetera's national employee-advisor registered investment adviser, which has about $20 billion in AUA. The deal is part of Terry Sonnenfeld's succession plan. He has been a Cetera-affiliated advisor for several years and said staying in the network was the deciding factor. Cetera will keep the Minneapolis office, giving Cetera Planning Partners its first physical advisor presence in Minnesota. Sonnenfeld will keep serving clients while introducing them to a new advisor team.
Cetera acquires The SFI Group as part of succession plan helping ensure client service continuity for financial advisor Terry Sonnenfeld. Press room Cetera acquires The SFI Group as part of succession plan helping ensure client service continuity for financial advisor Terry Sonnenfeld. Minneapolis-based wealth management practice with approximately $200 million in AUA becomes part of Cetera Planning Partners, the national employee-advisor RIA of Cetera SAN DIEGO - Nov. 3, 2026 - Cetera Financial Group, Inc. ("Cetera") has acquired the assets of The SFI Group, a Minneapolis-based wealth management practice managing approximately $200 million in AUA[1], led by founder and lead advisor Terry Sonnenfeld. With the transaction, Sonnenfeld along with his wife and office manager, Tracy Sonnenfeld, and their two-person support staff, joins Cetera Planning Partners, Cetera's scaled, national employee-advisor RIA with approximately $20 billion in AUA[2]. Cetera will retain and continue operating The SFI Group's Minneapolis office as the practice transitions onto the Cetera Planning Partners platform, giving Cetera Planning Partners a physical advisor presence in Minnesota. Cetera Planning Partners delivers an integrated, elevated financial planning experience for clients, provides advisors the resources and support to focus on their client relationships, and offers a comprehensive succession solution for practices planning their next chapter. A Cetera-affiliated advisor for the past several years, Sonnenfeld said remaining within the Cetera network, rather than moving his clients to an outside firm, was the deciding factor as he began planning for succession. "I started in this business back in 1992. We primarily work with families, many of them three generations deep, and we've always wanted to keep that relationship instead of working with a big firm where clients just become a number," Terry Sonnenfeld said. "This transition keeps us within Cetera and moving into Cetera Planning Partners lets us build into the next generation without losing any of the deep client relationships Tracy and I have spent our careers building." Tracy Sonnenfeld, who has managed the firm's day-to-day operations, underscored how vital it was to shield clients and staff from the disruption of moving to a new broker-dealer. "We never wanted to leave Cetera," Tracy Sonnenfeld said. "We've told our clients how wonderful Cetera has been for years, so this was a chance to stay right where we are, just with a bigger bench of resources and support behind us. Our clients don't face a lot of changes, and that matters to us as much as it does to them." The SFI Group's two support staff members will continue working directly with clients as the practice's day-to-day point of contact, which the Sonnenfelds said will ease the transition for the families they serve. Terry Sonnenfeld will continue serving clients while gradually introducing clients to a new advisor team and the deep resources of Cetera Planning Partners. "Terry and Tracy have built something special in the Twin Cities - a practice where clients are treated like family across three generations in some cases," said Kevin Conard, Head of Cetera Planning Partners. "This transaction gives them the resources and bench strength to keep serving those families at the same personal level, while also giving Cetera Planning Partners a physical advisor presence in Minnesota. We are very pleased they found their long-term home with us." About Cetera Cetera is the premier financial advisor Wealth Hub, empowering independent advisors and institutions with personalized support, flexible affiliation models, and end-to-end growth solutions. Home to approximately 12,000 financial professionals and institutions, Cetera's multi-channel ecosystem enables financial professionals to grow, scale or transition their businesses on their own terms. Unlike traditional IBDs, Cetera offers true choice - blending modern technology, integrated wealth solutions, and a community-driven culture. Cetera's five-channel model and commitment to long-term advisor value provide a scalable blueprint for consistent, repeatable growth. As of June 30, 2026, Cetera firms manage approximately $688 billion in assets under administration and $330 billion in assets under management. Its Voice of the Customer program has captured more than 50,000 advisor reviews, and over 45,000 five-star ratings, giving Cetera a 4.7 out of 5 satisfaction score. Cetera is a network of independent retail firms, including FINRA/SIPC member firms Cetera Advisors LLC, Cetera Wealth Services, LLC (formerly known as Cetera Advisor Networks), Cetera Investment Services LLC (marketed as Cetera Financial Institutions or Cetera Investors), and Cetera Financial Specialists LLC. SEC-registered investment advisers include Cetera Investment Management LLC, Cetera Investment Advisers LLC, and Cetera Planning Partners within Cetera Holdings, an affiliate of Cetera. All referenced entities are under common ownership. Cetera's principal office is located at 655 W. Broadway, 11th Floor, San Diego, CA 92101. Cetera exclusively provides investment products and services through its representatives. Although Cetera does not provide tax or legal advice, or supervise tax, accounting or legal services, Cetera representatives may offer these services through their independent outside businesses. This information is not intended as tax or legal advice. [1] Value approximated based on information provided to Cetera for asset holdings as of June 30, 2026. [2] Reflects aggregate AUA as of Aug. 31, 2026, presented on a non-integrated, pro forma basis for informational purposes only. Media Contacts: Gregory for Cetera Financial Group [email protected] Tony Katsulos Director, External Communications Cetera Financial Group [email protected]
LPL-Affiliated firm sues former advisor, Cetera for soliciting clients, stealing data. Wochnick Financial Services accused former employee Andrew Koetter of breaching noncompete terms and taking client data before joining Cetera, with 19 accounts reportedly lost so far. October 29, 2026 Want a quick summary? An LPL-affiliated firm is suing one of its former employees (and his new employer, Cetera), alleging he breached his employment contracts by soliciting clients and using confidential information. Wochnick Financial Services filed the injunction request in Minnesota state court this week against Andrew Koetter (as well as the newly established Koetter Financial Services) and Cetera, where SEC records indicate he registered in late September. According to court documents, Wochnick Financial Services is based in Little Falls, Minn., and is led by Michael Wochnick, a registered rep with LPL Financial. Koetter began working with Wochnick as a "loaned employee" through Focus Financial Network in 2021 and became a direct employee in April 2024. In July 2025, Koetter allegedly signed agreements with Wochnick that barred him from using confidential client information and prohibited him from soliciting former clients for five years after his employment at the firm ended. But Wochnick said Koetter took steps to prepare his competing practice while still employed at the firm. On June 8, Koetter allegedly emailed LPL with questions about his onboarding contract, and he was contacting some of Wochnick's larger clients in the weeks before his resignation to "check in." Additionally, shortly after Wochnick Financial vacated its former office in Sauk Rapids in May, Koetter contacted the building's owners to lease the same space for his own use. On Sept. 21, the firm alleges Koetter submitted a letter of resignation when Wochnick was out of the country, asking that clients inquiring how to reach him contact him at Cetera, while stressing that he would "continue to abide" by his prior obligations, and that he had no confidential information or data. During a phone call that day, Koetter explained he was leaving because "he felt treated too much like an employee and not a future owner," but allegedly reiterated he wouldn't violate the employment agreements. But Wochnick claims Koetter tried to solicit clients almost immediately, and moved back into Wochnick's old space, allegedly without putting any of his own signage up; Wochnick alleged that the use of a similar name to his former firm, as well as the lack of signage, could make former clients think he remained affiliated with Wochnick. Wochnick also noted that Koetter obtained a financial services license in Indiana immediately after leaving his former firm, and speculated that Koetter did so to continue working with two of Wochnick Financial's larger clients in Indiana. To date, Wochnick said at least 19 clients have moved their accounts. Wochnick also said that Koetter accessed client files after his resignation, claiming that numerous client Income Projection files were marked "Modified by: Andrew Koetter" in dates after he left the company, and that the clients match those who later left. A Cetera spokesperson said the firm "does not comment on legal matters." Representatives from LPL did not return a request for comment. In the filing, Wochnick asks the court to mandate a halt to any alleged client solicitation and to the use of the firm's client information by Koetter or Cetera, and to return any allegedly stolen documents and destroy any such information from other devices or accounts. Senior Reporter, Wealth Management Patrick Donachie is a senior reporter for Wealth Management, covering federal and state regulation, litigation and M&A deals in financial services. Patrick was born in Staten Island, and now lives in Brooklyn, N.Y.
Former Cetera advisor pleads guilty to fraud for multi-year cherry-picking scheme. Last Modified on Oct 26, 2026 A former advisor for Cetera accused of defrauding his investment advisory clients has pleaded guilty, according to a report by WealthManagement. Prosecutors said William Carleton engaged in a multi-year scheme of 'cherry-picking' in which he systematically allocated profitable trades to himself and unprofitable trades to his clients, thus gaining millions of dollars at the clients' expense. Carleton pleaded guilty in federal court in New York to securities fraud and faces a maximum sentence of 20 years in prison. "Investment advisers are required to act with integrity and put their clients' interests ahead of their own," said U.S. Attorney Jamie McDonald. "William Carlton instead admitted to systematically steering profitable trades to himself while leaving losing trades for his clients. Today's guilty plea holds him accountable for abusing that trust for personal gain." Carleton served as an investment adviser to over 50 clients each year. The cherry-picking allegations cover the period from at least January 2015 through August 2022. The U.S. Attorney said that Carleton would purchase securities in his personal trading account and observe price movements during the trading day. When the price of a stock increased during the day, Carleton would sell the stock the same day and keep the profits for himself. But when the price went down, he assigned the stock to his clients' accounts. Investigators learned that about 70% of the trades Carleton assigned to his own accounts experienced same-day gains while only approximately 16% of the trades he assigned to his clients' accounts experienced same-day gains. Conversely, only approximately 30% of the trades assigned to Carleton's own accounts experienced same-day losses. At the same time, approximately 84% of the trades he assigned to his clients' accounts experienced same-day losses. The scheme resulted in about $6 million in ill-gotten gains for Carleton while imposing losses on many of his clients, authorities said. When confronted by the SEC about his conduct, the U.S. Attorney said Carleton falsely denied that he had ever made trades in his personal account and later reassigned them to his clients' accounts, claiming falsely that he placed all client trades individually and directly in each client's account. The SEC began investigating Carleton in 2022, and he was fired by Cetera the following year due to "inappropriate trading practices." A Cetera spokesperson said that "upon learning about this issue, Cetera acted promptly to cease the activity and previously terminated this individual's affiliation with Cetera. We have enhanced our processes to prevent any similar actions in the future. Cetera has fully cooperated with the SEC and the United States Attorney's Office and will continue to do so as they pursue actions against this individual." In 2024, the SEC brought charges against Carlton, claiming he'd made millions in "ill-gotten gains" based on his process of cherry-picking trades. Hyman Cotter routinely represents investors harmed when financial professionals and their firms engaged in misconduct that caused their clients investment losses. Its team includes lawyers who have worked for large financial institutions, including Morgan Stanley and UBS Financial Services, and regulatory bodies such as the SEC. If you think your financial professional or firm engaged in misconduct that caused you investment losses, contact Hyman Cotter at (833) 665-0784 or through its online contact form for a no-cost evaluation of your matter.
Cetera has signed advisors Tim O'Connell and Peter Hall and their practice, Financial Guide Solutions (FGS), which oversees about $210 million in assets under administration. The Bethel, Connecticut, team joins from MML Investors Services through Cetera Wealth Partners. The team said it left for greater independence. "There were product expectations" at its prior firm, O'Connell said. Cetera stood out for its broader investment choice, including the ability to keep using the same models, and for continuity of clearing through Fidelity's NFS, which eased the client transition. Hall said access to a full range of investment options, rather than a limited set of proprietary models, was a key factor.
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Industries
Company Size
1,001-5,000
Company Stage
N/A
Total Funding
N/A
Headquarters
San Diego, CA
Founded
1981
Find jobs on Simplify and start your career today
Don't see your dream role? Check out thousands of other roles on Simplify.Browse all jobs