Cetera taps Envestnet alum to head RIA growth platform

Cetera taps Envestnet alum to head RIA growth platform
Andina Anderson, managing director of digital solutions and head of RIA Blueprint at Cetera.
A veteran with more than two decades of experience, Andina Andreson represents the latest in a string of recent leadership changes at the firm.
MAY 29, 2025

In another move to enhance its leadership, Cetera has appointed Andina Anderson to lead its RIA Blueprint platform, part of a broader effort to strengthen the firm’s offerings for independent and hybrid advisors looking to grow their businesses.

Anderson steps into the role of managing director of digital solutions and head of RIA Blueprint, a platform positioned at the center of Cetera’s Wealth Hub strategy.

In her expanded role announced Thursday, she will oversee the platform’s strategic expansion, with a focus on supporting affiliated RIA firms through technology, compliance services and advisor support teams.

RIA Blueprint plays a key part in Cetera’s multi-affiliation model, which provides infrastructure and operational flexibility to advisors seeking autonomy while remaining connected to the firm’s broader ecosystem.

“Andina’s appointment marks a key milestone as we scale the RIA Blueprint platform to meet surging demand from growth-minded advisors,” said Christian Mitchell, president of Cetera Solutions, said in a Thursday statement.

Anderson brings more than two decades of experience in financial services. Her previous leadership roles include managing director at Envestnet and head of Tamarac, where she led enterprise and advisor-focused strategies within the RIA space. Most recently, she served as chief customer officer at Juniper Square, a financial services technology firm.

At Cetera, Anderson will oversee integrated growth initiatives and work alongside the company’s marketing and product teams. Her responsibilities also include driving key performance indicators tied to advisor recruiting, asset expansion and long-term client retention. She is also expected to represent the firm’s RIA priorities at industry forums and in advisor networks.

The hire reflects Cetera’s broader emphasis on strengthening its platform for independent firms, as it continues to build out tailored pathways for different advisor business models.

Anderson's hiring also follows other recent changes in leadership at Cetera, including former TD Ameritrade exec Keyur Desai, who's now Cetera's chief data and analytics officer. Earlier this month, the firm brought on John Lefferts from Equitable Advisors as the new head of Cetera Investors. Around that time, it also promoted Clint Brookshire to community leader of Avantax.

As of March 31, Cetera reported more than $554 billion in assets under administration and $246 billion in assets under management.

Latest News

Social Security trustees see one less year in insolvency countdown, project shortfall to start 2034
Social Security trustees see one less year in insolvency countdown, project shortfall to start 2034

New report shows dimmed outlook for benefits to retirees and disabled Americans, creating further pressure for federal tax hikes or more borrowing.

NY Republican Stefanik presses SEC to probe Harvard bond sale
NY Republican Stefanik presses SEC to probe Harvard bond sale

Open letter to SEC Chair Paul Atkins questions whether the Ivy League university withheld material information prior to its $750 million taxable bond offering.

Ex-LPL leader re-emerges at The Wealth Consulting Group
Ex-LPL leader re-emerges at The Wealth Consulting Group

The Las Vegas-based hybrid RIA overseeing $8.8 billion in assets has named Andy Kalbaugh president to help scale its advisor platform.

Envestnet extends investment offerings with new alts model portfolios
Envestnet extends investment offerings with new alts model portfolios

The wealth tech giant – in collaboration with Fidelity, BlackRock, State Street, and Franklin Templeton – is offering its advisor and wealth firm users more ways to diversify.

Just as wealth industry M&A was picking up, economic uncertainty could kill it again
Just as wealth industry M&A was picking up, economic uncertainty could kill it again

Deal volume increased post-election but now caution has taken over.

SPONSORED RILAs bring stability, growth during volatile markets

Barely a decade old, registered index-linked annuities have quickly surged in popularity, thanks to their unique blend of protection and growth potential—an appealing option for investors looking to chart a steadier course through today's choppy market waters, says Myles Lambert, Brighthouse Financial.

SPONSORED Beyond the dashboard: Making wealth tech human

How intelliflo aims to solve advisors' top tech headaches—without sacrificing the personal touch clients crave