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Cetera Partners with TIFIN AG to Expand Share-of-Wallet Opportunities

Cetera Partners with TIFIN AG to Expand Share-of-Wallet Opportunities for Advisors and Institutions

Cetera Financial Group (Cetera), the premier financial advisor Wealth Hub, has partnered with TIFIN AG to provide Cetera advisors and financial institutions access to artificial intelligence (AI) tools designed to identify new growth opportunities and deliver actionable insights. The collaboration with TIFIN AG, a leading provider of AI-powered solutions that aim to drive organic growth, expands Cetera’s share-of-wallet tools and resources for Cetera advisors and financial institutions.

Through the partnership with TIFIN AG, Cetera advisors and financial institutions will have personalized AI-driven insights and support tailored to their specific growth goals, as well as the ability to unlock new opportunities for client portfolios.

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“Increasingly, clients are diversifying assets across multiple firms, so it’s especially vital now that financial advisors and institutions have tools and resources designed to maximize complex share-of-wallet strategies,” said Michael Zuna, Chief Marketing and Communications Officer at Cetera. “Our collaboration with TIFIN AG introduces a sophisticated solution designed to address share-of-wallet challenges by identifying client behaviors that influence their asset allocation decisions. This new approach helps financial professionals and institutions build deeper client trust and relationships while strategically growing their businesses through targeted share-of-wallet strategies.”

TIFIN AG’s technology drives retention and organic growth for advisors and financial institutions by identifying growth opportunities, flagging at-risk clients and improving client conversion. These insights help financial professionals retain their existing client base and expand their share of investable assets, allowing them to better serve their clients, while driving net new assets.

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“At TIFIN AG, our leadership team brings decades of experience in wealth management, enabling us to deeply understand the unique challenges advisors face today. That business acumen coupled with data science expertise and supervised AI solutions empower advisors to focus on the right opportunities at the right time and reinforces Cetera’s commitment to creating sustainable, predictable growth by expanding wallet share,” added Jeannette Kuda, President and COO at TIFIN AG. “We are confident this partnership will help Cetera financial advisors and institutions grow.”

The expanded share-of-wallet resources represent the latest growth offering from Cetera. Last year, Cetera introduced the industry’s first Growth Guarantee for participants in the firm’s popular GrowthLine program, a holistic organic growth marketing and sales transformation journey for advisors that drives maximum customer lifetime value. GrowthLine has served over 1,300 advisors and 800 firms, with a proven track record to achieve market-leading growth. Since 2022, GrowthLine has driven $14.6 billion in incremental assets under administration for Cetera advisors participating in the program, outpacing growth of other advisors by significant measures year-over-year on a market-adjusted basis.

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