Cetera Financial Group has named Erinn Ford as new president of Cetera Advisors.
Ford will report directly to Brett Harrison, formerly both president and CEO of Cetera Advisors, who will continue as CEO of Cetera Advisors while also assuming an expanded executive role at Cetera Financial Group reporting to Larry Roth.
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Cetera Advisors serves approximately 1,300 independent financial advisors. In total, Cetera Financial Group serves approximately 8,400 independent financial advisors, making it the nation’s second-largest independent broker-dealer and custodial platform.
Ford has joined Cetera Financial Group in 2012 as senior vice president, advisor relations for Cetera Advisors, where she focused on enhancing the advisor experience through proactive outreach, championing the feedback voiced by the field and reviewing the firm’s goals and strategies to ensure alignment with advisor needs.
Prior to joining Cetera, she served as chief operations officer and chief marketing officer of an independent broker-dealer and RIA. Ford has more than 20 years of experience in the financial services industry.
Harrison said: "We are pleased to announce the promotion of Erinn Ford as President of Cetera Advisors. During her time with Cetera, Erinn has proven to be an outstanding leader, and no one is more effective at successfully driving a strong relationship culture like the one we have at Cetera Advisors. These characteristics, coupled with her commitment to delivering exceptional service, make Erinn a natural fit for this role."
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By GlobalDataLarry Roth, newly appointed CEO of Cetera Financial Group, said: "Erinn Ford is an excellent choice to assume the responsibilities of president of Cetera Advisors. She has extensive executive experience in our industry, and a passion for working closely with advisors to understand their needs and deliver customized solutions that support their business growth. Culturally and organizationally, she represents strong continuity of leadership and is another example of the deep management bench strength that exists throughout the Cetera organization."
Ford said, "Cetera Advisors enjoys a unique culture, which has enabled it to become such a successful organization serving the needs of independent financial advisors. I am committed to nurturing its distinctive strengths and core values, as a part of the larger, growing Cetera family. I am honored to have been chosen to this position and look forward to working with Cetera’s entire executive team to advance our strategic goals and priorities, and to continue working to make Cetera the best it can be."
