Open Letter to Commonwealth Advisors
Dear Commonwealth Advisors,
Beyond death and taxes, I know two other things with certainty – you’re being barraged by recruiters and suitors, and change brings uncertainty and opportunity.
My personal view is that when an independent business owner is faced with the uncertainty of change, those who inventory what’s best for themselves, their teams and their clients capture the opportunity best. As you ponder what LPL’s acquisition of Commonwealth means for you and your clients, I want to personally share why in my heart I believe Cetera can be the best home for you and your team.
First, I want you to know that the entire home office team and I are devoted to helping advisors thrive in independent, community-driven environments. Before taking over wealth management for Cetera, I led Avantax, where our powerful culture was built on personal bonds and an advisor-first approach. Since the purchase of Avantax by Cetera, I have seen first-hand that this advisor-centric community approach is the cornerstone to everything Cetera stands for.
I can unequivocally say that Cetera stands for a truly independent environment, a community driven approach to our advisors’ relationships and the alignment of our purpose with the purpose of our advisors. As a result, I believe we have created the best culture for advisors in the country.
The Cetera Advantage: Why Commonwealth Advisors Are a Great Fit at Cetera
- Independence without isolation – Like Commonwealth, Cetera champions advisor independence. You control your business. Period. We are here to provide unwavering support of your unique approach. Our purpose is to align with yours.
- A community with thriving culture and collaboration – While Cetera has all the advantages of scale, including powerful platforms like Fidelity’s NFS, we tailor everything through our community approach. Each of our communities has dedicated home office support teams so we can make the big feel small. Whether you’re working as a stand-alone firm, sharing office space with other advisors, a financial institution, a tax-centric advisor, a large enterprise OSJ, or an ensemble firm, our teams are built to serve your type of practice. Cetera is committed to engaging with our advisors in this community-centered model, which provides incredible collaboration with peers and a dedicated home office team that will serve you and your firm directly.
- High-touch support and seamless transition – Our concierge-level onboarding team ensures a smooth transition for your practice, so you can focus on what matters most – your clients. We believe we have the best retention of assets and clients in the industry as we welcome new advisors into our family. Once you’re here, you aren’t just another advisor. You will have a personal relationship with a dedicated growth and service team supporting you every step of the way. You will also continue to enjoy the personalized service that you have come to expect.
- Growth resources to elevate your practice your way – We meet you where you are and help you get to where you want to go. In short: we deliver the right solutions to the right advisors at the right time. We do this through our consultative business planning and advanced advisor diagnostics to help you meet all of your professional and personal goals.
- Your business. Your choice. – My first question to advisors considering joining us is, “What can I do to help?” Let me know what is most important to you, your team and your clients and we will make sure we align ourselves to that.
Let’s Talk
At this point, you aren’t just evaluating a platform – you’re evaluating your future. You built your career on trust, autonomy, and care for your clients. Now is the time to explore your options and I’d be honored if you would consider joining our great community.
Your next chapter should be written on your terms. We’re here to help make that happen.
Todd Mackay
President, Cetera Wealth Management
This letter is available by access through the cetera.com website and is therefore available publicly to all individuals who visit the cetera.com website. It has not been sent directly to any individuals.
Commonwealth
“We meet advisors where they are. We don’t force you to fit into a cookie-cutter mold. It’s your business and your choice. Our structure allows you to put down the roots that help you flourish the most.” President, Cetera Wealth Management
Leverage holistic support for all your ambitions and achieve true independence.
Lose the constraints, never the control. Empower your super OSJ, broker-dealer, or producer group to thrive.
Help your clients keep more of what they earn with our tax-intelligent tools and processes.
Create the investment program you envision while retaining the culture you’re known for.
“My business has grown tremendously—I've added $116 million AUM in three years—because I’m not tied to someone else’s model.”
Mark Joyner
The Wealth Management Group
“Cetera is truly a home away from home. It's a very inclusive and supportive place to grow my business.”
Joanna Moran
Greater Nevada Financial Services
“The relationship you have with your broker-dealer is critical to the success of your program. And with Cetera, our program has reached new heights.”
Michael Simon
GTE Federal Credit Union
Over 35,000 five-star reviews in advisor satisfaction*
*Data from Cetera’s Support Center customer experience surveys, Nov. 10, 2020 – May 31, 2025.
**Based on internal metrics for financial professionals onboarded between Jan. 2020 and Dec. 2024.
The WealthManagement.com Industry Awards program recognizes outstanding organizations and individuals that support financial advisor success. Listing in this publication and/or award is not a guarantee of future investment success. This recognition should not be construed as an endorsement of the advisor by any client. No compensation was provided directly or indirectly by the recipient for participation or in connection with obtaining or using the third-party rating or award.
Meet Your Team
Over 35,000 five-star reviews in advisor satisfaction*
*Data from Cetera’s Support Center customer experience surveys, Nov. 10, 2020 – May 31, 2025.
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