Cetera Financial Group plans to rename its four holdings--a move that is designed to unify the broker-dealer's brand.
The company announced the following name changes, which are pending regulatory approval:
-Financial Network Investment Corporation, whose regional director network provides local support to more than 2,100 advisors, will be renamed Cetera Advisor Networks.
-Multi-Financial Securities Corporation, which serves more than 1,100 advisors, will be renamed Cetera Advisors.
-PrimeVest Financial Services, a self-clearing firm that focuses exclusively on serving nearly 500 financial institutions and more than 1,500 advisors, will be renamed Cetera Financial Institutions.
-Genworth Financial Investment Services--acquired by Cetera in April of this year--a firm that specializes in helping about 1,800 tax and accounting professionals integrate wealth management into their practices, will be renamed Cetera Financial Specialists.
The new names will not change the way Cetera and its firms operate, according to the company. Each firm will remain a separate legal entity with its own operating and advisor support structure.
"The new, unified brand structure reinforces our commitment to four separate firms, each bringing a unique value proposition to our advisors," said Valerie Brown, Cetera's chief executive officer.
The company said it plans to stagger the implementation of the name changes beginning in the fourth quarter of 2012, with completion in early 2013.
The company also announced that it has redesigned its Web site at www.cetera.com.