Cetera Financial, a network of independent financial advice firms, has entered into a strategic alliance with Carson Group, which encompasses wealth management firm Carson Wealth Management.

Under the deal, Carson Group – which oversees nearly $8bn in assets under advisement – will transition its broker-dealer affiliation as well as components of its fee-based advisory business to Cetera Advisor Networks.

Carson Group also encompasses advisor coaching organization Peak Advisor Alliance and turnkey integrated partner Carson Institutional Alliance. 

Cetera Financial Group CEO Robert Moore said: "We're thrilled to welcome Carson Group to Cetera, and commence a new chapter of growth and innovation for both of our organizations.  Having had the honor of working with Ron for many years, I am very familiar not only with the success of Carson Group over the years, but also how its industry leadership has been driven by an unwavering commitment to always putting the client first.

“Our two organizations have a shared passion for redefining what it means to deliver exceptional retail financial advice in a fast-changing marketplace, and for building a truly advice-centric client experience in all that we do.  We look forward to supporting Carson Group for many years to come."

Carson Group founder and CEO Ron Carson said: "By working with strong partners such as Cetera Financial Group who share our vision and culture, as well as our commitment to innovation, we are positioning Carson Group and our clients to capitalize on the opportunities inherent in these shifts, rather than seeing them as obstacles."