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Cetera Financial Group unveils new brand structure

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Cetera Financial Group, one of the US’s largest broker-dealer and registered investment adviser networks, has announced plans to implement a new brand structure.



Pending regulatory and other approvals, in the coming months Financial Network Investment Corporation, whose regional director network provides local support to more than 2,100 advisers, will be renamed Cetera Advisor Networks.

Multi-Financial Securities Corporation, which serves more than 1,100 advisers, will be renamed Cetera Advisors.

PrimeVest Financial Services, a self-clearing firm that focuses exclusively on serving nearly 500 financial institutions and more than 1,500 advisers, will be renamed Cetera Financial Institutions.

Genworth Financial Investment Services – acquired by Cetera in April of this year – a firm that specialises in helping approximately 1,800 tax and accounting professionals integrate wealth management into their practices, will be renamed Cetera Financial Specialists.

The new naming structure will not change the way Cetera and its firms operate. Each firm will remain a separate legal entity with its dedicated leadership and adviser support structure.

“The new, unified brand structure reinforces our commitment to four separate firms, each bringing a unique value proposition to our advisers,” says Valerie Brown (pictured), Cetera’s chief executive officer.

The company will be staggering the planned effective dates of each firm’s new name beginning in the fourth quarter of 2012 with completion in early 2013.

The company has launched a new website, Cetera.com, which has been redesigned to provide an enhanced user experience and offer more information about each of the firms and how they help serve the many faces of independence.

More information about each firm’s rebranding will be announced in the coming months.

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