New executive appointment of veteran Silicon Valley leader underscores Cetera's commitment to data-driven innovation as core to Wealth Hub strategy

SAN DIEGO, May 22, 2025 /PRNewswire/ -- Cetera, the premier financial advisor Wealth Hub, today announced the appointment of Keyur Desai as Chief Data and Analytics Officer, a newly created role reporting to Christian Mitchell, Chief Solutions Officer. Desai will lead the firm's enterprise data strategy, advancing Cetera's capabilities in analytics, AI, and advisor intelligence across its integrated ecosystem.

Desai joins Cetera with a proven track record as a transformational leader, having previously served as Chief Data Officer at organizations including TD Ameritrade. His appointment comes at a pivotal time for Cetera, as the firm accelerates its Wealth Hub strategy – enabling holistic practice management and delivering real-time insights that power productivity, personalization, and growth.

"Keyur's leadership marks a critical next step in our journey to unlock data as a strategic asset for advisors and the enterprise," said Mike Durbin, CEO of Cetera. "He brings a rare blend of technical depth and business vision that will help us deliver actionable intelligence at scale and advance our advisor-focused innovation engine."

At the core of Cetera's growth strategy is the belief that data is the connective tissue of the modern wealth management experience. Desai will lead efforts to scale advisor intelligence platforms, enhance practice analytics, and embed data insights throughout Cetera's end-to-end lifecycle, from lead generation to succession planning. His work will directly support Cetera's community-led approach and five-channel architecture, empowering advisors across independent, institutional, tax and RIA segments.

"We're evolving from data systems that describe the past to intelligence platforms that shape the future," said Christian Mitchell, President of Cetera Solutions. "Keyur's expertise will help us unify data across the enterprise, fueling smarter growth decisions and delivering real-time value to the advisors we serve."

"Cetera is building something bold and differentiated – an ecosystem where advisors don't just access data, they act on it," said Desai. "I'm excited to join a firm that sees data not as an output, but as an engine for advisor confidence and client outcomes."

This appointment follows a series of strategic investments in platform modernization, including AI-assisted growth solutions, enhanced business intelligence tools, and the build-out of Cetera's unified digital experience.

About Cetera
Cetera Financial Group is the premier financial advisor Wealth Hub, empowering independent advisors and institutions with personalized support, flexible affiliation models, and end-to-end growth solutions. Home to approximately 12,000 advisors and institutions, Cetera's multi-channel ecosystem enables financial professionals to grow, scale or transition their businesses on their own terms.

Unlike traditional IBDs, Cetera offers true choice – blending modern technology, integrated wealth solutions, and a community-driven culture. Cetera's four-channel model and commitment to long-term advisor value provide a scalable blueprint for consistent, repeatable growth.

As of March 31, 2025, Cetera manages more than $554 billion in assets under administration and $246 billion in assets under management. Its award-winning Voice of the Customer program has captured more than 40,000 advisor reviews, with over 35,000 five-star ratings, giving Cetera a 4.8 out of 5 satisfaction score.

Learn more at www.cetera.com and follow Cetera on LinkedIn, YouTube, X, and Facebook.

"Cetera Financial Group" refers to the network of independent retail firms encompassing, among others, Cetera Investment Advisers LLC, a registered investment adviser, and the following FINRA/SIPC members: Cetera Advisors LLC, Cetera Advisor Networks LLC, Cetera Investment Services LLC (marketed as Cetera Financial Institutions or Cetera Investors), and Cetera Financial Specialists LLC. Located at 655 W. Broadway, 11th Floor, San Diego, CA 92101.

SOURCE Cetera Financial Group