Date: 11.01.12

Cetera’s Genworth Unit Begins Operating as Cetera Financial Specialists

This is the First Firm to Change Names as Part of Cetera’s New, Unifying Brand Structure

Los Angeles, CA – Cetera Financial Group, one of the nation’s largest advisor networks, today announced that the firm formerly known as Genworth Financial Investment Services has begun operating as Cetera Financial Specialists. The name change is the first step in Cetera’s plan to implement a new, unified brand structure across its family of firms.

“This change represents a major milestone for our associates, partners and the 1,800 advisors we serve,” said Enrique Vasquez, president and CEO of Cetera Financial Specialists. “Not only because we are the first firm to change names under Cetera’s new unified brand structure, but because this is one of the last major steps of our integration into the Cetera family.”

The firm, which specializes in helping tax and accounting professionals integrate wealth management into their practices, was acquired by Cetera in April of this year.

“I am excited about the Financial Specialists name as it clearly reflects our firm’s fundamental belief that our advisors are in a unique position to provide appropriate and timely advice to their clients,” continued Vasquez. “They are indeed specialists.”

As part of the name change the company launched a new website, which showcases the firm’s unique offering to tax and accounting professionals and the many scale-driven thought-leadership, technology and wealth management capabilities offered by Cetera.

In addition to this unit, Cetera announced in September it will be renaming all of its firms to include the Cetera brand. The new naming structure will not change the way Cetera and its firms operate. Each firm will remain a separate legal entity with its own value proposition, dedicated leadership, unique culture, and advisor support structure.

In order to provide a high level of support to advisors as they implement the new brand, the company is staggering the planned effective dates of each firm’s new name, beginning this month with completion in early 2013. The new names will be:

  • Financial Network Investment Corporation, whose regional director network provides local support to more than 2,100 advisors through every stage of their business, will be renamed Cetera Advisor Networks.
  • Multi-Financial Securities Corporation, which serves more than 1,200 highly entrepreneurial advisors, will be renamed Cetera Advisors.
  • PrimeVest Financial Services, a self-clearing firm that focuses exclusively on serving nearly 500 financial institutions and more than 1,500 advisors, will do business as Cetera Financial Institutions, a marketing name for Cetera Investment Services, LLC.

Cetera Financial Group’s progressive model provides advisors with all the benefits of a large, well-capitalized family of broker-dealer – including award-winning wealth management resources, superior technology and world-class customer service – with the customized fit and personal relationship that is typically found only at smaller firms.

About Cetera Financial Specialists

Cetera Financial Specialists LLC partners with more than 1,800 tax and accounting professionals who have successfully integrated wealth management into their practices. Cetera Financial Specialists, a full-service broker-dealer, and Cetera Investment Advisers LLC, an SEC registered investment adviser, offer a wide array of solutions and exceptional back office support to financial advisors, so that they can focus on their clients.

Cetera Financial Specialists, a part of Cetera Financial Group, Inc. is a member of the Securities Investor Protection Corporation (SIPC) and a member of the Financial Industry Regulatory Authority (FINRA). For more information, visit

About Cetera Financial Group

Cetera Financial Group is one of the nation’s largest privately-held, independent broker-dealer and investment adviser families. It provides award-winning wealth management and advisory platforms, comprehensive broker-dealer and registered investment adviser services, and innovative technology for more than 6,500 independent financial professionals and more than 600 financial institutions nationwide. Through its four distinct firms, Financial Network Investment Corporation, Genworth Financial Investment Services (soon to be rebranded), Multi-Financial Securities Corporation and PrimeVest Financial Services Inc., Cetera offers the benefits of a large, established and well-capitalized broker-dealer, while serving advisors in a way that is customizable to their unique needs and aspirations. Cetera is committed to helping advisors grow their business and strengthen their relationships with clients. For more information, visit

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