Guided Financial Strategies, a San Diego-based advisory firm overseeing about $250 million in assets under administration, has transitioned to Cetera Financial Group after more than two decades affiliated with LPL, according to an announcement from Cetera. The practice is led by veteran advisors Rick Dickinson and founder Alan Hughes and will join Cetera’s Summit Financial Networks community, which the firm said will support its next phase of expansion through both organic growth and advisor recruiting.
Hughes, who founded Guided Financial Strategies and said he built the firm around fiduciary principles, pointed to alignment on values as a key driver of the move. The team emphasized a long-standing commitment to serving clients across account sizes and maintaining high-touch planning, while seeking a partner with additional scale, resources, and operating support.
Dickinson, who returned to the firm in 2017 after spending six years in corporate business development and recruiting roles at LPL, said the decision followed extensive due diligence and years of assessing industry best practices. He cited Cetera’s technology, operational infrastructure, and growth resources—along with Summit’s community model—as factors the team believes will help the firm scale while maintaining service standards.
Cetera said the Guided Financial Strategies team will leverage the Summit community’s collaborative approach and Cetera’s broader platform, including multiple custodial and clearing options, to pursue responsible growth. As of Sept. 30, 2025, Cetera reported approximately 12,000 advisors and institutions on its platform, with about $625 billion in assets under administration and $284 billion in assets under management.
KEY QUOTES:
“We’ve built Guided Financial Strategies on ethics, honesty, and a commitment to treating every client like family.” “In Cetera and Summit, we found partners whose values, including transparency, service, and relationship-building, mirror our own.”
Alan Hughes, Founder, Guided Financial Strategies
“Our decision to join Cetera was the result of extensive due diligence and years of evaluating best practices across the industry.” “Cetera and Summit stood out for their advisor-first culture, transparency, and ability to support both organic and inorganic growth strategies.” “From our earliest conversations with Cetera, we experienced transparency, honesty and a genuine relationship-driven approach, and that level of alignment matters.”
Rick Dickinson, Advisor, Guided Financial Strategies
“We’re excited to welcome Rick and Alan and the Guided Financial Strategies team to Cetera.” “Cetera’s scale, resources and multiple custodial and clearing options coupled with Summit’s boutique-level service offers a powerful foundation from which Rick and Alan can continue to grow their firm organically and inorganically.”
Marshall Leeds, Summit Community Leader
