Cetera Financial Institutions introduces insurance-focused portal for bank and credit union-based financial advisors and clients

Portal launched with Covr Financial Technologies will streamline experience of selecting and purchasing insurance solutions

EL SEGUNDO, CA (June 14, 2017) — Cetera Financial Group® (“Cetera”)*, a leading network of independent firms supporting the delivery of professional financial advice through trusted financial advisors and financial institutions, and Cetera Financial Institutions (“CFI”) today announced the launch of a new portal designed for CFI-affiliated advisors and clients to streamline and simplify the process of identifying and purchasing insurance solutions. Cetera Financial Institutions is the Cetera firm specifically focused on serving the wealth management programs of banks and credit unions.

The portal was developed in coordination with Covr Financial Technologies, an innovative technology firm that provides consumers with access, education and the ability to purchase insurance policies in conjunction with financial advisors. The rollout of the portal marks another step toward Cetera’s broader strategic goal of transforming how financial advisors guide individuals and families to achieve financial well-being at every stage of life, by providing breakthrough technologies that will create a truly advice-centric experience for advisors and clients.

LeAnn Rummel, President of Cetera Financial Institutions, said, “We are very pleased to announce the launch of our new insurance portal for advisors and clients. We take a great deal of pride in providing industry-leading technology solutions to our affiliated advisors and wealth management programs, reflecting our belief that multiple converging trends are creating a new era in financial advice. It’s imperative that firms expecting to lead the industry in this new era embrace the latest tools and solutions that rewrite the rules of engagement between advisors and clients.  Viewed in this strategic context, making insurance solutions more accessible and transparent will greatly enhance our advisors’ ability to provide the truly holistic planning and advice that clients need.”

CFI’s new insurance portal is designed to increase application processing speed and improve case management efficiency for advisors, among other functions.  It also creates a more simplified and straightforward experience for both advisors and clients in identifying and purchasing life, long-term care, disability and other forms of insurance. The CFI-branded portal functions as an integrated offering within Cetera’s existing SmartWorks® advisor workstation, and has been custom-built to serve the needs of the full Cetera Financial Institutions insurance team — from sales to operations to case management. Cetera anticipates incorporating the insurance portal into its MoneyGuidePro® financial planning solution within the next month.

Bill Benjamin, Chief Executive Officer of Covr Financial Technologies, said, “We are excited to join with Cetera in making this fully-integrated, cutting-edge insurance platform available to CFI-affiliated financial advisors and clients. By streamlining the previously complex process of finding and purchasing insurance, we and Cetera are helping advisors and clients incorporate crucial risk management tools into their financial plans, thus enabling them to protect the things that are most important in their lives and businesses through a holistic planning approach.”

About Cetera Financial Institutions

Cetera Financial Institutions is a marketing name of Cetera Investment Services LLC, a self-clearing registered broker-dealer that delivers customized investment and insurance solutions to financial institutions nationwide. Cetera Investment Services helps institutions expand their financial offerings, which allows clients to pursue their financial goals through a holistic approach while delivering sound and strong financial solutions. Advisory services are offered through Cetera Investment Advisers LLC, an SEC registered investment adviser firm, where financial advisors receive a wide array of solutions and back-office support, so that they can focus on clients. Cetera Investment Services LLC and Cetera Investment Advisers LLC are members of Cetera Financial Group, which provides leading wealth management and advisory platforms and innovative technology to financial advisors and financial institutions nationwide. Cetera Investment Services is a member of the Depository Trust and Clearing Corporation (DTCC), the Securities Investor Protection Corporation (SIPC), and the Financial Industry Regulatory Authority (FINRA). For more information, see

About Cetera Financial Group

Cetera Financial Group (“Cetera”) is a leading network of independent firms empowering the delivery of professional financial advice to individuals, families and company retirement plans across the country through trusted financial advisors and financial institutions. Cetera is the second-largest independent financial advisor network in the nation by number of advisors, as well as a leading provider of retail services to the investment programs of banks and credit unions.

Through its multiple distinct firms, Cetera offers independent and institutions-based advisors the benefits of a large, established broker-dealer and registered investment adviser, while serving advisors and institutions in a way that is customized to their needs and aspirations. Advisor support resources offered through Cetera include award-winning wealth management and advisory platforms, comprehensive broker-dealer and registered investment adviser services, practice management support and innovative technology. For more information,

* “Cetera Financial Group” refers to the network of independent retail firms encompassing, among others, Cetera Advisors, Cetera Advisor Networks, Cetera Investment Services (marketed as Cetera Financial Institutions), Cetera Financial Specialists, First Allied Securities, Girard Securities, and Summit Brokerage Services. All firms are members of FINRA/SIPC.

About Covr

Headquartered in Boise, Idaho, Covr is in its third year of simplifying the insurance-buying experience for consumers, enabling them to purchase personal insurance online within minutes through financial institutions and financial advisors. Covr distributes an integrated turnkey digital solution to the institutions it serves, including personal insurance products from nearly twenty major insurers. Covr’s cutting-edge solution is backed by a fully-supported program of education and training on products, insurance-product marketing and insurance-licensed phone advice and support. Covr’s digital platform provides a fast, user-friendly way to research, compare, shop for and buy personal insurance, fully online and within minutes. For more information, see


Cetera Financial Group

200 North Sepulveda Boulevard
Suite 1200
El Segundo, Ca 90245

More News