Cetera: 1,000 Advisors Complete New Growth Program

What You Need to Know

Cetera launched the Growth360 program in the fall.
Since then, 1,000 of its 8,000 affiliated advisors have completed the program, in some cases uncovering missed growth opportunities.
Cetera also said it partnered with ActiFi, a provider of advisor success solutions to the financial services industry.

One thousand, or roughly one in eight, of Cetera Financial Group’s 8,000-plus advisors have taken the broker-dealer’s Growth360 assessment since the program was introduced by the firm in the fall, the firm said Tuesday.

Three key growth metrics have emerged so far: digital marketing, segmentation and community presence, it added.

Financial professionals who have used the growth evaluation tool reported having “greater clarity on the best opportunities to grow their practices, and receive customized and tangible resources and guidance to capture those revenue-driving initiatives,” according to the company.

When launching the Growth360 peer-based benchmarking methodology and strategic framework, the company had said it will help advisors expand their practices and enable Cetera affiliates to learn from and incorporate the business strategies used by their fastest-growing colleagues by pairing advisors with specific growth partners.

A New Pact

To “further enhance” the Growth360 program, Cetera also said Tuesday that it partnered with ActiFi, a provider of advisor success solutions to the financial services industry.

The ActiFi partnership will provide “direct integration” into Salesforce so that advisors and Cetera growth officers are engaged in “growth opportunities” on a real-time basis, Cetera said.

ActiFi also enables “active road mapping,” which Cetera said will allow an advisor to directly — or in collaboration with a Cetera growth officer — develop an action plan based on the most effective way to capitalize on a “top growth opportunity.”

The ActiFi integration will also enable “ongoing accountability and comprehensive reporting to make sure Cetera is continuously evaluating and improving” the Growth360 experience for advisors, it added.

Finding a ‘Missed Opportunity’

“As a part of my Growth360 consultation, I uncovered a missed business opportunity — Community Presence,” Anthony Grassi, an advisor with BG Wealth Advisors, which is affiliated with First Allied Securities, said in the announcement.