Date: 09.04.12

Cetera Financial Group Unveils New Brand Structure

Cetera’s Four Broker-Dealer Firms Have Adopted New Names Which Define Each One’s Unique Brand of Independence

Los Angeles, CA – Cetera Financial Group, one of the nation’s largest broker-dealer and registered investment advisor networks, today announced a significant move in its growth strategy with plans to implement a new, unifying 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 advisors through every stage of their business, will be renamed Cetera Advisor Networks.

– Multi-Financial Securities Corporation, which serves more than 1,100 highly entrepreneurial advisors, 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 advisors, will be renamed Cetera Financial Institutions.

– Genworth Financial Investment Services – acquired by Cetera in April of this year – a firm that specializes 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, unique culture, and advisor support structure.

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

Cetera Financial Group’s progressive model provides advisors with all the benefits of a large, well-capitalized family of broker-dealer – including award-winning wealth management resources, superior technology and worldclass customer service – with the customized fit and personal relationship that is typically found only at smaller firms.

“In these challenging times when clients continue to be nervous and a have lack of confidence in the financial system, it is more important than ever for them to know that their advisor is supported by a well-capitalized, stable firm,” Brown continues. “This new branding makes that conversation easier. Cetera is committed to supporting each advisor’s ability to be the trusted guide of their clients’ financial futures.”

In order to provide a high level of support to advisors as they implement the new brand, 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.

Today the company also launched a new, more robust website,, 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.

About Cetera Financial Group

Cetera Financial Group is one of the nation’s largest privately-held, independent broker-dealer and investment adviser families. It provides award-winning wealth management and advisory platforms, comprehensive brokerdealer and registered investment adviser services, and innovative technology for more than 6,500 independent financial professionals and more than 600 financial institutions nationwide. Through its four distinct firms, Financial Network Investment Corporation, Genworth Financial Investment Services (soon to be rebranded), Multi-Financial Securities Corporation and PrimeVest Financial Services Inc., Cetera offers the benefits of a large, established and well-capitalized broker-dealer, while serving advisors in a way that is customizable to their unique needs and aspirations. Cetera is committed to helping advisors grow their business and strengthen their relationships with clients. For more information, visit

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