iTP Partners has joined Cetera Financial Group and launched a new independent registered investment adviser called Blue Horizon Equity.
Co-founded by financial advisers Bob Sansone and Jeff Hartman, iTP oversees approximately $3.5 billion in assets under administration across nearly 50 financial advisers.
The firm joins Cetera from Osaic and will operate through Cetera’s Blueprint platform.
iTP is headquartered in Pittsford, New York, and also operates an office in Ponte Vedra Beach, Florida.
The firm has built a multi-state advisory business around independence, shared ownership and long-term client relationships.
Its advisers are equity stakeholders in the enterprise rather than solely affiliated professionals, giving them an ownership interest in the business they are helping develop.
Sansone and Hartman evaluated several broker-dealers before selecting Cetera. Their goal was to find a partner capable of providing the technology, resources and scale of a large financial services company while maintaining personalized service and flexibility.
Cetera’s Blueprint platform provides technology and modular middle-office support for independent RIAs.
The system offers multi-custodial flexibility and enables advisory firms to use Cetera’s infrastructure without having to develop equivalent capabilities internally.
iTP will continue using Pershing, its existing custody and clearing provider, through Blueprint’s multiple custody options.
Cetera said the platform can be configured around the needs of individual firms rather than requiring every advisory business to operate under the same rigid model.
The move is intended to support iTP’s plans to recruit additional advisers, add clients and increase its assets.
iTP is targeting experienced financial advisers and independent practices that want equity participation and institutional infrastructure without assuming the cost and complexity of establishing their own RIA platform.
The company said it is already holding conversations with advisers in multiple regions and expects to pursue significant asset growth.
iTP traces its history to Sansone’s entry into the financial services industry in 1971.
He spent approximately 25 years at Mutual of New York and later worked in recruiting at AXA, where he first connected with Hartman.
Sansone co-founded iTrust Advisors in 2010. He and Hartman began building what became iTP Partners in 2014, initially affiliating with American Portfolios before later transitioning through Advisor Group and Osaic.
Cetera serves approximately 12,000 financial professionals and institutions. As of March 31, 2026, Cetera firms had approximately $630 billion in assets under administration and $296 billion in assets under management.
KEY QUOTES:
“Blueprint is a collaboration that gives iTP the infrastructure to scale on their own terms, backed by the technology, resources, service and support of Cetera overall.”
Andina Anderson, Head of Blueprint at Cetera
“What I liked about Blueprint and Cetera’s approach is that they’re not rigid, and they’re very willing to adjust to the needs at hand so things stay flexible as we move along.”
Bob Sansone, Managing Director and Founding Partner of iTP Partners
“The high level of service and attention we’re getting from Cetera isn’t something we’ve experienced in a long time, and it makes all the difference.”
Jeffrey Hartman, Managing Director of iTP Partners
“The RIA model is the future of our industry. At iTP, we have created a home where an advisor can participate in the benefits of our model, including real ownership through equity, without having to do all the work of building it from scratch.”
Bob Sansone, Managing Director and Founding Partner of iTP Partners
“iTP is exactly the kind of firm Cetera was built to serve because they’re sophisticated, growth-oriented and deeply committed to the advisors and clients who make it what it is.”
Todd Mackay, President of Cetera Wealth Management
