Cetera Financial Group has appointed former eMoney CEO Ed O’Brien as chief operating officer, effective May 2026, as the firm looks to accelerate advisor growth and leverage its platform at scale.
O’Brien will lead Cetera’s service, technology, trading and operations teams, with a mandate to enhance advisor productivity, deepen financial planning capabilities and convert platform investments into stronger client acquisition and retention. His appointment follows the planned retirement of longtime COO Tom Gooley, who helped build the firm’s operational foundation during a period of expansion.
The move signals Cetera’s shift from building scale to activating that scale through platform-led growth. The firm is aiming to drive more consistent advisor outcomes, strengthen client relationships and position its technology and services as a competitive advantage across its network.
O’Brien brings decades of experience across wealth management infrastructure, including leadership roles spanning custody, clearing, financial planning and platform development. He previously led eMoney Advisor from 2016 to 2022 and held senior positions at Fidelity Investments, where he focused on platform technology and institutional capabilities.
Cetera said O’Brien will focus on translating the firm’s size and capabilities into repeatable growth, including improving advisor workflows, expanding planning depth and reinforcing long-term enterprise durability. These efforts are central to Cetera’s broader strategy of enabling independent advisors and institutions to scale more effectively within its ecosystem.
The company supports approximately 12,000 advisors and institutions and oversees about $640 billion in assets under administration and $294 billion in assets under management.
KEY QUOTES:
“Tom Gooley was instrumental in building the backbone of this firm – expanding our scale, strengthening our rigor, and bringing stability while Cetera grew its operations. Our next chapter is about growth that comes from helping advisors do more for their clients, more consistently. Ed’s role is to turn our platform into a true growth engine, turbocharged by AI, for advisors and a source of confidence and continuity for investors.”
Mike Durbin, Chief Executive Officer, Cetera Financial Group
“What attracted me to Cetera is the tremendous growth opportunity. I believe my experience can drive meaningful impact, and I look forward to partnering with Mike and the leadership team to accelerate Cetera’s market position. Cetera has built a powerful platform and strong momentum, and the growth runway ahead is significant.”
Ed O’Brien, Incoming Chief Operating Officer, Cetera Financial Group
