Cetera Welcomes Piedmont Financial Partners
Cetera Financial Group is thrilled to announce the addition of Piedmont Financial Partners to its growing network. This esteemed team, consisting of seven professionals including founder Howell Cullens, joins Cetera after overseeing more than $184 million in assets. Based near the vibrant Lake Oconee resort area, this transition marks an important milestone for both organizations.
The decision to move from Commonwealth to Cetera was driven by a quest for a partner that aligns with their values and needs as independent financial advisors. The team felt the shift was essential following Commonwealth's acquisition by LPL. Howell Cullen shared insights into their selection process, emphasizing their desire for a personalized experience. "We appreciated Cetera’s unique blend of size and individualized service," he noted. "During our discussions, we looked for reasons to choose otherwise, but Cetera remained our top choice throughout."
Maintaining Relationships and Independence
As they made this transition, maintaining the family atmosphere that has defined Piedmont Financial Partners was crucial. They aim to provide advisory services with a personal touch, treating each client as a part of their extended family. Cullens remarked, "We operate under the principle of always advocating for our clients' best interests," revealing the core philosophy guiding their operations.
The strength of their local community ties played a vital role in their decision-making process. With deep roots in the Lake Oconee area, Cullens and his team have established a reputation for excellence. They identified Cetera's innovative resources and marketing capabilities as instrumental to their continued growth in the community.
Growth with Cetera's Resources
One of the significant advantages Piedmont Financial Partners has gained through this partnership is access to the GrowthLine program. This initiative is designed to empower financial advisors with comprehensive marketing strategies and resources that radically enhance their outreach and online presence. Cullens expressed excitement about updating their digital strategies, stating that they plan to utilize the program’s tools to elevate their website and attract new clients.
Though much of their business stems from established relationships and referrals, they understand the importance of expanding their digital footprint. They hope to engage clients through various channels, including social media and optimized web content.
A Vision for the Future
Cetera Wealth Management President Todd Mackay offered a warm welcome to the Piedmont Financial Partners team, emphasizing how their client-centric approach embodies the ideals of Cetera’s community. He expressed excitement over the team's potential for growth within not just Lake Oconee but also the broader market.
In terms of transformation, GrowthLine represents more than just marketing; it’s a comprehensive approach to building a sustainable practice through continuous improvement and adaptation. The program offers advisors an assortment of tailored tools and strategies worth over $150,000, all designed to support organic growth in an increasingly competitive environment.
Commitment to Client Success
The essence of Piedmont's advisory style is focused on building lasting relationships with clients, helping them navigate their financial journeys empathetically. Cullens' commitment—and that of his entire team—resonates with Cetera’s culture, promising a seamless fit as they work to expand their influence and expertise.
In addition to being part of a larger network, Piedmont Financial Partners strives to uphold the values that have been integral to their approach since inception. They believe in taking care of clients with diligence and respect, ensuring that every recommendation aligns with the clients' values and goals.
About Cetera Financial Group
Cetera Financial Group stands out as a premier wealth hub for independent financial advisors. By offering personalized support and innovative solutions, Cetera helps advisors and institutions thrive in a collaborative environment bolstered by shared resources. With an impressive network of around 12,000 advisors, Cetera is positioned to redefine what a modern financial services platform can offer.
Unlike conventional independent broker-dealer models, Cetera allows advisors the flexibility to operate on their terms, combining technology with personalized service offerings. As of late 2025, Cetera firms manage approximately $625 billion in assets under administration, showcasing the strong trust placed in their advisors.
Frequently Asked Questions
What prompted Piedmont Financial Partners to join Cetera?
Piedmont chose Cetera for its combination of size, personalized service, and resources that aligned with their values as independent advisors.
How does the GrowthLine program benefit advisors?
The GrowthLine program provides tailored marketing strategies and tools to help advisors improve outreach and client engagement.
What is the philosophy of Piedmont Financial Partners?
Piedmont operates on the principle of prioritizing the best interests of their clients, treating them like family.
What is Cetera's client satisfaction score?
Cetera boasts an impressive 4.8 out of 5 satisfaction rating based on advisor feedback.
How do Piedmont's services align with their community roots?
Piedmont Financial Partners emphasizes deep community ties and aims to bring a personal touch to their financial services, ensuring local engagement.
