Date: 01.02.13

Cetera Completes Name Changes Under New Brand Structure

Los Angeles, CA – Cetera Financial Group, announced today that Multi-Financial Securities Corporation has become Cetera Advisors LLC, and Financial Network Investment Corporation has become Cetera Advisor Networks LLC. This completes the name changes for all four firms under Cetera’s new unifying brand structure.

In late 2012, Cetera rebranded its two other firms: PrimeVest Financial Services became Cetera Financial Institutions, and Genworth Financial Investment Services – which the company acquired in April 2012 – became Cetera Financial Specialists LLC.

“The four Cetera companies are now connected by a common name that reflects our collective strength and scale,” said Valerie Brown, president and CEO of Cetera Financial Group. “Our unified brand structure is an illustration of our commitment to providing advisors with choice and flexibility to help them build successful businesses. Also, in this time of financial uncertainty it helps clients know their advisor is supported by a well-capitalized, stable firm.”

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

“When an advisor joins the Cetera family he or she can choose the separate and distinct firm whose culture and value proposition fits his or her business best,” said Brett Harrison, president and CEO of Cetera Advisors. “For example, Cetera Advisors excels in helping the more entrepreneurial advisor who may be looking for more autonomy in growing and managing their business. But that style doesn’t meet the needs of every advisor and we recognize that.”

“At Cetera Advisor Networks, advisors have the opportunity to work more cohesively within a regional team, but still have access to the best-in-class shared services made possible by the scale of the combined organization,” said Doug King, president of Cetera Advisor Networks. “Advisors really do get the best of both worlds and that is unique in the marketplace.”

As part of the name change, both companies launched new websites that showcase their unique offering and the many scale-driven thought-leadership, technology and wealth management capabilities offered by Cetera. Cetera Advisors’ new website is available at, and Cetera Advisor Networks’ new website is available at

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 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. Through its four distinct firms, Cetera Advisors LLC, Cetera Advisor Networks LLC, Cetera Financial Specialists LLC, and Cetera Investment Services LLC (Cetera Financial Institutions), Cetera offers the benefits of a large, established and well-capitalized broker-dealer, while serving advisors in a way that is customized 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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