Cetera Financial Acquires Matkovic Financial Group

Cetera Financial Group has strategically expanded its Registered Investment Adviser (RIA) and Branches channel with the acquisition of Matkovic Financial Group. This latest move, announced March 31, 2026, marks the third such integration for Cetera in 2026, underscoring its aggressive growth strategy within the independent advisory space. The transaction brings approximately $135 million in assets under administration (AUA) into Cetera's fold as of year-end 2025.

Matkovic Financial Group, an Indianapolis-based firm renowned for its integrated approach to wealth management and tax planning, was founded by Mark J. Matkovic, CPA, CFP. The firm's expertise lies in seamlessly blending investment advisory services with sophisticated tax strategy, a value proposition that resonates strongly in today's complex financial environment. Prior to this acquisition, Matkovic Financial Group maintained a close working relationship with Avantax, a recognized community within the Cetera ecosystem.

Following the acquisition, the dedicated wealth management professionals from Matkovic Financial Group will transition to the Avantax Planning Partners community, operating under Cetera's established RIA model. This integration is designed to offer enhanced operational support and robust succession planning solutions, ensuring continuity for clients and the advisory team. Mark Matkovic emphasized that aligning with the existing Cetera and Avantax framework provided the optimal path forward for all stakeholders, preserving client relationships while leveraging expanded resources.

The acquisition aligns with a discernible industry trend, as noted by Jen Hanau, Leader of Cetera's RIA and Branches Channel. She highlighted that advisors are increasingly seeking platforms that offer greater client service flexibility while simultaneously alleviating administrative burdens. Launched in June 2025, Cetera's RIA and Branches channel is specifically structured to cater to independent RIAs, Cetera's wholly-owned W-2 RIA entities, and firms operating under a supported independence model, providing a versatile framework for diverse advisory practices.

This expansion is particularly significant given the current market dynamics for RIAs. The independent advisory sector continues to attract substantial assets, driven by investor demand for personalized advice and fiduciary standards. Cetera's proactive acquisition strategy positions it to capture a larger share of this growing market. As of December 31, 2025, Cetera Financial Group collectively supports an extensive network of approximately 12,000 financial professionals and institutions, managing a substantial $640 billion in AUA and $294 billion in assets under management (AUM) across its various affiliation models.

The integration of Matkovic Financial Group into Avantax Planning Partners is expected to enhance Cetera's service offerings in key markets, particularly in the Midwest. This move not only strengthens Cetera's presence but also provides Matkovic's clients and advisors with access to a broader suite of technology, compliance resources, and strategic growth opportunities. The ongoing consolidation within the wealth management industry suggests that firms like Cetera, with established platforms and a clear acquisition strategy, are well-positioned for continued expansion.