Cetera Financial Group, a leading financial advisor Wealth Hub, announced the appointment of Keyur Desai as Chief Data and Analytics Officer. This newly created role, reporting to Chief Solutions Officer Christian Mitchell, underscores Cetera’s commitment to leveraging data-driven innovation to enhance its Wealth Hub strategy. Desai’s expertise will drive advancements in analytics, AI, and advisor intelligence, empowering advisors with actionable insights.
Keyur Desai joins Cetera as Chief Data and Analytics Officer.
Desai to lead enterprise data strategy for advisor intelligence.
Appointment supports Cetera’s Wealth Hub strategy for growth.
Desai’s experience includes Chief Data Officer role at TD Ameritrade.
Focus on scaling analytics, AI, and real-time insights for advisors.
Enhances Cetera’s unified digital experience and platform modernization.
Keyur Desai’s appointment as Chief Data and Analytics Officer strengthens Cetera’s mission to integrate data as a strategic asset. With prior experience as Chief Data Officer at TD Ameritrade, Desai brings a proven track record of transforming data systems. His leadership will enhance Cetera’s capabilities in analytics and AI, supporting advisors across independent, institutional, tax, and RIA segments. “Keyur’s leadership marks a critical next step in our journey to unlock data as a strategic asset for advisors and the enterprise,” said Mike Durbin, CEO of Cetera.
Cetera’s Wealth Hub strategy focuses on holistic practice management and real-time insights to drive productivity and growth. Desai’s role will involve scaling advisor intelligence platforms and embedding data insights across the advisor lifecycle, from lead generation to succession planning. This aligns with Cetera’s five-channel architecture, empowering advisors with tools to deliver personalized client outcomes. “Cetera is building something bold and differentiated – an ecosystem where advisors don’t just access data, they act on it,” said Desai.
Cetera aims to evolve from descriptive data systems to intelligence platforms that shape future outcomes. “We’re evolving from data systems that describe the past to intelligence platforms that shape the future,” said Christian Mitchell, President of Cetera Solutions. Desai’s expertise will unify data across the enterprise, enabling smarter growth decisions and delivering real-time value to advisors through enhanced business intelligence tools.
This appointment follows Cetera’s investments in platform modernization, including AI-assisted growth solutions and a unified digital experience. Desai’s efforts will further these initiatives, ensuring advisors have access to cutting-edge tools that enhance efficiency and client engagement. His work will support Cetera’s community-led approach, reinforcing its position as a leader in wealth management innovation.
Cetera’s appointment of Keyur Desai signals a strategic focus on data-driven transformation. By leveraging Desai’s expertise, Cetera is poised to deliver advanced analytics and AI solutions, empowering advisors to achieve better client outcomes and drive enterprise growth.
Cetera Financial Group is the premier financial advisor Wealth Hub, empowering independent advisors and institutions with personalized support, flexible affiliation models, and end-to-end growth solutions. Home to approximately 12,000 advisors and institutions, Cetera's multi-channel ecosystem enables financial professionals to grow, scale or transition their businesses on their own terms.
Unlike traditional IBDs, Cetera offers true choice – blending modern technology, integrated wealth solutions, and a community-driven culture. Cetera's four-channel model and commitment to long-term advisor value provide a scalable blueprint for consistent, repeatable growth.
As of March 31, 2025, Cetera manages more than $554 billion in assets under administration and $246 billion in assets under management. Its award-winning Voice of the Customer program has captured more than 40,000 advisor reviews, with over 35,000 five-star ratings, giving Cetera a 4.8 out of 5 satisfaction score.
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