Cetera taps Envestnet alum to head RIA growth platform

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.