LPL Financial has won another female-owned firm to its platform with the addition of Mary Pascarella to its ranks, the company announced Thursday.

Pascarella, founder of Perennial Financial Planning in Parsippany, N.J., has joined LPL’s broker-dealer and corporate RIA platforms. Formerly with Cetera for her entire 27-year career, she has approximately $110 million of client brokerage and advisory assets.

LPL has added two other firms owned by females to its ranks in the last two months. It announced November 1 that Arrow & Bow Wealth Advisors, based in the Charlotte, N.C., area and led by Elizabeth Leventis, was joining LPL’s broker-dealer platform, aligned with Good Life Financial Advisors, an independent advisory firm on LPL’s hybrid RIA platform. Arrow & Bow has $110 million of client brokerage and advisory assets.

In September, LPL announced that the all-woman firm of the Financial Planning Department, based in Long Beach, Calif., was joining LPL’s broker-dealer and corporate RIA platforms. The firm has $180 million in client assets.

Discussing her move, Pascarella said, “I have been in the business 27 years, always with the same partner, but I believe it’s never too late in life to seek opportunity and make it part of the fiber of who you are. Being willing to adapt is important to stay relevant and serve the needs of my clients.”

The move highlights an ongoing battle between LPL Financial and Cetera, two of the largest broker-dealers, to try to gather the most sought-after advisors on their platforms.

Perennial Financial Planning includes Pascarella and her sister, Bernadette Sheehan, who provides office support. Pascarella said she chose LPL to gain access to its digital technology and increase efficiency in her practice.

“Being able to centralize our work flow and systems within [LPL’s technology platform] ClientWorks is a huge differentiator. We can access service support, take advantage of LPL’s self-clearing capabilities across different platforms in one place and also easily generate client proposals and reporting,” Pascarella said.

The moves come at a time when diversity and inclusion are on the minds of many financial firms and organizations.