Cetera Financial GroupFIRM
  • Independent B/D
  • > $100B AUM
  • > 5,000 Advisors
  • El Segundo, CA

About Cetera Financial Group

Cetera is a family of broker-dealers providing award-winning wealth management and advisory platforms, comprehensive broker-dealer and registered investment adviser services, and innovative technology for more than 6,500 independent financial professionals and more than 600 financial institutions nationwide.

Cetera supports the many and unique faces of independence through its four broker-dealers: Cetera Advisors focuses on providing the ideal environment for the entrepreneurial, independent advisor who seeks to manage and develop their business their way, but also thrive on being part of a collaborative group of like-minded peers. Cetera Advisor Networks helps financial advisors build, optimize and realize the value of their businesses through the expertise of regional and national teams and through every stage of their life cycle. Ideal for advisors who enjoy working within a provided structure. Cetera Financial Institutions specializes exclusively on developing investment programs within banks and credit unions, giving the financial institution’s executives, program managers and financial professionals everything they need to add value to their relationships with the institution’s clients. Cetera Financial Specialists focuses on supporting tax and accounting wealth managers who are uniquely positioned to serve as their clients’ financial quarterback. Cetera Financial Group is committed to helping advisors grow their business and strengthen their relationships with clients. For more information, please visit www.cetera.com or call us at 888.410.9444

Broker Dealer Summary


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Gross Revenue

Total Gross Revenue
> $500M

Gross Revenue Percentage (%)

Commission Revenue
Fee-Based Revenue

Financial Overview

Total Client Account Assets
> $100B
Total Advisory Assets Under Management
$1B - $25B

Corporate Profile

200 North Sepulveda Boulevard Suite 1200
El Segundo, CA 90245
Corporate Phone Number
Get_phone Find Phone Number
(888) 410-9444
Valerie Brown
Clearing Firm(s)
  • Pershing
  • Cetera Financial Institutions
RIA Custodians
  • Pershing
Year Founded
Firm Channel
  • Independent B/D
Computer_icon Find Web Address

Broker Dealer Highlights

Participate in Firm Protocol
Financial Advisor Employment Contract
W2 and 1099 Independent Contractor
Business Model Supported
  • Hybrid Platform
  • RIA Only
Number of Producing Financial Advisors
> 5,000

Features and Benefits

Strategic Affiliation(s)
  • CPA
  • Financial Institution
Firm Specialties
  • Wealth Management
  • Financial Planning
  • Investment Management
  • Retirement Plan Specialist
  • Insurance Expertise
  • Niche Market Opportunity
  • Fixed Income Expertise
  • High Net Worth
  • Lead Generation
  • Employee Benefits
  • Private Banking and Lending Services
  • Philanthropic Planning
  • Asset Protection / Risk Management
  • Marketing, Practice Managment, Product Specialists
Deferred Compensation Offered

Payouts and Expenses

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Company Biographies

  • Valerie Brown

    Chief Executive Officer

    Valerie Brown is the chief executive officer of Cetera Financial Group and its four independently managed broker-dealer firms. Working closely with the Cetera executive team, Ms. Brown leads the strategy execution for company-wide initiatives that enhance value to all customers, employees, shareholders and business partners. Professional Experience Prior to her current duties with Cetera, Ms. Brown was chief executive officer of ING Advisors Network, a role in which she was responsible for guiding its four broker-dealers. She had previously also served as its president for five years, where her tenure was highlighted by continuous record revenue and earnings. Previous positions included service as president of ING U.S. Retail Annuities and key international appointments within the ING organization, among them, serving as chief of staff for ING Group’s Executive Committees, Americas and Asia/Pacific. Beyond Cetera, Ms. Brown is actively involved in the industry. She serves on the Insured Retirement Institute’s (IRI) Board of Directors, the Financial Services Institute Board of Directors and is also a member of the Securities Industry and Financial Markets Association (SIFMA) Private Client Services Committee. She is the former chair of the Independent Firms Committee for SIFMA and has served on the membership and District 7 committees of the Financial Industry Regulatory Authority, Inc. (FINRA). Ms. Brown has been named as one of the 50 Top Women in Wealth by AdvisorOne, a leading online destination for independent advisors, wealth managers and financial planners, and selected among the InvestmentNews Power 20, which highlights individuals who will have the greatest impact on financial advisors and the overall industry in 2012. Education & Registrations Ms. Brown has a bachelor’s degree with high scholarship in chemical engineering from Oregon State University and a master’s degree in business administration from Stanford University. She currently holds Series 7, 24 and 66 securities registrations.

  • Catherine Bonneau

    President and Chief Executive Officer, Cetera Financial Institutions

    Catherine M. Bonneau joined PrimeVest Financial Services Inc. in January 2006 as chief operating officer and currently serves as president and chief executive officer. Professional Experience Prior to joining PrimeVest, Catherine was president and CEO of ING Trust USA. ING Trust was grown from a startup in 1999 to over $25 billion in assets. Her field tenure of over 25 years has been centered in retail financial services with an emphasis on the high-net-worth market. Prior to joining ING, she held a variety of positions at BankBoston (now Bank of America), Bank of New York and Citibank. Education & Registrations Catherine earned a bachelor of arts degree from Wellesley College in Massachusetts before gaining a master’s degree in business administration from the Stern School at New York University. She is registered as a general securities representative (Series 7) and as a general securities principal (Series 24).

  • Brett Harrison

    President and Chief Executive Officer, Cetera Advisors

    Brett Harrison is president and chief executive officer Cetera Advisors, LLC. Professional Experience Brett has more than 20 years of experience in the financial services industry, establishing a strong financial management background, and developing a sincere desire to provide customers with unprecedented levels of service. Having been with the firm for over 12 years, he has held various senior leadership positions, including chief operating officer and vice president of sales and supervision. His previous responsibilities covered all aspects of service to the firm’s financial professionals, including overseeing representative and business supervision, customer contact, field training and technology applications. Having the ability to build excellent field relationships, he has also been responsible for the firm’s sales organization and managed all sales-related strategies, sales initiatives and field relationships. Brett led the development and implementation of strong support teams serving the firm’s financial professionals today. Previously, Brett was the chief financial officer for ING Advisors Network, where he was part of the team responsible for identifying and acquiring broker-dealers, including Multi-Financial. Prior to that, he held various financial positions in the ING Americas region. He began his career with KPMG, one of the world’s largest professional services firms. Education & Registrations Brett graduated magna cum laude with a bachelor of science from Berry College in Rome, Georgia, and successfully completed the Program for Management Development at Harvard Business School. He is an active member on various FSI and SIFMA committees and has a background as a Certified Public Accountant. Brett currently holds Series 7, 24 and 27 securities registrations.

  • Enrique Vasquez

    President and Chief Executive Officer

    Enrique Vasquez is president and chief executive officer of Cetera Financial Specialists (formerly Genworth Financial Investment Services), a position he has held since late 2004 when he came in to lead the transformation of a largely regionally focused firm to gain a national footprint with its target market of accounting and tax professionals. Professional Experience Prior to his current role, Enrique was vice president of business development for GE Financial Assurance, leading global growth initiatives within the wealth management sector, expanding sales distribution and leading divestiture projects, including the initial public offering of Genworth Financial in 2004. Earlier in his career, Enrique held various financial leadership roles in banking, brokerage and investment management. Education & Registrations Born and raised in the New York City area, Enrique sold residential real estate in New Jersey during his college years at Kean College, where he earned a bachelor’s degree in accounting. Enrique also holds a master of business administration degree from the Fordham Graduate School of Business. Enrique is involved in multiple volunteer activities, including Junior Achievement, Habitat for Humanity, the American Cancer Society’s Relay for Life and the Alzheimer’s Association Memory Walk.

  • Douglas S. King

    President and Chief Executive Officer, Cetera Financial Networks

    Douglas King is as president and chief executive officer of Cetera Financial Networks. Professional Experience Prior to joining the firm, Doug served in a dual role as director of Merrill Lynch’s Minneapolis & Associates Complex and as Minnesota state president for Bank of America. In those roles he led financial advisors serving clients across Minnesota and North Dakota and was responsible for coordinating with the bank’s business leaders in the market to grow revenue and align local market initiatives to the company’s business and corporate social responsibility strategies. Doug began his career with Merrill Lynch in 1986 as a financial advisor and sales manager in Norfolk, Virginia. In 1995, he became the district sales manager of the firm’s southwest district in Phoenix, Ariz., and went on to hold a series of regional leadership roles in Louisiana, Ohio and Minnesota. Doug has served as chairman of the Minneapolis Regional Chamber of Commerce, was a member of the Minnesota Business Partnership and served as an active member of the board of the Northern Star Council for the Boy Scouts of America. Education & Registrations Doug earned bachelor’s degrees in finance and management from Virginia Tech and is currently working toward his master of business administration at the Carlson School of Management at the University of Minnesota. He completed the Executive Leadership Program at Wharton School of Business and earned his Certified Financial Planner designation from the College for Financial Planning in Denver, Colo. He holds Series 7, 9, 10, 63 and 65 securities registrations.

  • Leda Csanka

    Senior Vice President, Chief Information Officer

    As vice president, chief information officer, Leda Csanka is responsible for all of the information technology for Cetera Financial Group. Professional Experience With more than 20 years of industry experience, Leda has developed a reputation for placing the customers’ priorities first in all projects, executing with a unique blend of strategic and tactical decision-making thought processes. Prior to assuming her current role, she was director of IT applications for three of ING’s broker-dealers: Financial Network Investment Corporation, Multi-Financial Securities Corporation and ING Financial Partners. Before that, she was IT program manager for the SmartWorks® workstation application suite. Prior to joining Cetera, she held IT assignments with ING USFS Retirement Services. She joined ING in 2001 when ING acquired Aetna Financial Services, where she held her first position within the IT department in 1989. Education & Registrations Leda graduated with honors from the University of Connecticut and has a bachelor’s degree in information management systems with a concentration in finance and accounting. She also holds an executive master’s degree in management from Rensselaer Polytechnic Institute. She holds a Series 7 securities registration and previously served on the Financial Services Institute Security Task Force.

  • Jon C. Frojan

    Chief Financial Officer

    Jon C. Frojen is chief financial officer of Cetera Financial Group and a member of the executive management team. Jon is responsible for leading all aspects of Cetera’s financial management. Professional Experience Jon brings a depth of experience in corporate finance and capital markets, private equity and business development. Prior to joining Cetera, he served as managing director for Milestone Advisors LLC, a leading investment bank for the financial services industry. There, he co-founded and served as CFO of Milestone Asset Resolution Company LLC, an advisory and asset management platform. Prior to his position with Milestone, Jon was senior vice president and CFO for IndyMac Commercial Lending Corporation, responsible for all aspects of its financial management. He also spent nearly 10 years as CFO for a variety of companies, including ePolicy Inc. and ResMAE Mortgage Corporation, where he led several capital formation initiatives, including private equity and mezzanine financing rounds, managed warehouse funding lines with multiple Wall Street counterparties, and participated in the sale of the company. From 1998 to 2000, Jon served as vice president and treasurer for Long Beach Mortgage Company, where he managed the company’s treasury functions and was responsible for its strategic planning, mergers and acquisitions. Prior to this, he was vice president and treasurer of Avco Financial Services, Inc., and was responsible for managing the company’s U.S. and Canadian commercial paper programs and relationships with domestic and international banks, and was actively involved in its domestic and international acquisitions and emerging market startup operations. Additionally, Jon spent more than 10 years in the banking industry, holding various senior management positions in commercial banking, corporate finance and capital markets for First Interstate Bank, Ltd. and Standard Chartered Bank. Education & Registrations Jon received his bachelor’s degree in economics from the University of California at Berkeley and his master’s in business administration with an emphasis in finance from the University of Southern California.

  • Barnaby Grist

    Executive Vice President, Wealth Management

    Barnaby Grist is executive vice president, wealth management for Cetera Financial Group and a member of the executive management team. Barnaby is responsible for leading the strategic expansion of Cetera’s comprehensive wealth management services, which include the fee-based platform, investment research and due diligence; field marketing support; brand development and implementation; strategic relationship management with investment companies and practice management. Professional Experience Prior to joining Cetera, Barnaby was senior managing director, strategic business development at Charles Schwab Advisor Services. He led the creation, development and execution of Schwab’s industry-shaping program to attract and support financial advisors turning independent. Responsible for Advisor Services sales, he also oversaw relationship management with its strategic clients. Prior to Schwab, Barnaby served as a principal with the Boston Consulting Group’s financial services practice. His many years in the financial services field also include consulting for Oliver Wyman. Education & Registrations Barnaby received a master’s degree in business administration from Stanford University and a bachelor’s degree from Oxford University in England.

  • Susan Theder

    Chief Marketing Officer

    Susan Theder is the chief marketing officer of Cetera Financial Group. She is responsible for defining and executing the overall corporate marketing strategy through brand development, advertising, public relations, communications and thought leadership for Cetera’s four independently managed broker-dealers. Professional Experience Susan’s experience in the financial services industry spans more than 20 years. Prior to joining Cetera, she served as managing director for Pershing LLC, where she was responsible for strategic marketing, practice management and thought leadership programs. Before Pershing, Susan spent 11 years at Fidelity Investments in a variety of marketing positions across the retail and institutional divisions. Her focus was on individual investors, registered investment advisers, and introducing broker-dealers and their representatives. She began her career as a broker at Dean Witter Reynolds. Susan’s key area of expertise is helping financial institutions attract and retain investment professionals and helping those professionals manage and grow more profitable, successful businesses. Education & Registrations Susan earned a bachelor of arts degree in history from Bowdoin College. She currently holds Series 7, 24 and 63 securities registrations.