Cetera Financial Group announced Thursday that it appointed ex-Envestnet executive Andina Anderson to serve as Managing Director, Digital Solutions, and Head of RIA Blueprint, the platform that Cetera says is “central” to its “Wealth Hub” strategy. Anderson will oversee growth across Cetera’s affiliates’ RIA firms, it said.
RIA Blueprint provides infrastructure, technology and compliance services through support teams for each advisor looking to launch or grow an RIA, the firm said.
The platform “plays a critical role in Cetera’s multi-affiliation model, enabling personalized growth pathways for independent and hybrid advisors,” according to the firm.
Anderson, who officially joined Cetera on Tuesday, brings to Cetera over 20 years of experience in financial services, with a strong focus on platform sales, relationship management and enterprise advisor solutions, the firm noted.
Prior to joining Cetera, Anderson served as financial services firm Juniper Square’s Chief Customer Officer from December 2022 to February 2025, according to her LinkedIn profile.
Before that, she served as Chief Client Success Officer at Envestnet from January 2021 to September 2022, Executive Managing Director at Envestnet | Tamarac from 2019 to 2021, and Senior Vice President, Client Relations of Tamarac from 2006 to 2019, which became Envestnet | Tamarac when Envestnet acquired Tamarac in 2012.
“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. “Her vision, executional strength, and industry credibility make her the ideal leader to expand choice, flexibility and advisor-centric value across our RIA ecosystem.”
At Cetera, Anderson will “drive integrated growth campaigns, partner with marketing and product teams, and deliver KPIs tied to recruiting, asset growth, and long-term retention,” the firm said. Anderson will also represent Cetera’s RIA strategy at industry events and “across key advisor communities,” it said.
Calling RIA Blueprint a “platform designed for the modern RIA,” Anderson said it is “uniquely positioned to help advisors grow with personalization, scale with confidence, and remain in control of their business at every stage of their journey.”
Cetera appointed Keyur Desai as Chief Data and Analytics Officer, a newly created role reporting to Mitchell, the company announced May 22. Desai is tasked with leading the firm’s enterprise data strategy and advancing its capabilities in analytics, AI and advisor intelligence, the firm said.
Cetera managed over $554 billion in assets under administration and $246 billion in assets under management as of March 31, it said.
Jeff Berman, Contributing Editor and Reporter at Wealth Solutions Report, can be reached at jeff.berman@wealthsolutionsreport.com.
