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Cetera launches insurance-focused portal for bank and credit union-based financial advisers and clients


Cetera Financial Group and Cetera Financial Institutions have launched a new portal designed for CFI-affiliated advisors and clients to streamline and simplify the process of identifying and purchasing insurance solutions.

Cetera Financial Institutions is the Cetera firm specifically focused on serving the wealth management programs of banks and credit unions.
The portal was developed in coordination with Covr Financial Technologies, an innovative technology firm that provides consumers with access, education and the ability to purchase insurance policies in conjunction with financial advisors. The rollout of the portal marks another step toward Cetera’s broader strategic goal of transforming how financial advisors guide individuals and families to achieve financial well-being at every stage of life, by providing breakthrough technologies that will create a truly advice-centric experience for advisors and clients.
LeAnn Rummel, President of Cetera Financial Institutions, says: “We are very pleased to announce the launch of our new insurance portal for advisors and clients. We take a great deal of pride in providing industry-leading technology solutions to our affiliated advisors and wealth management programs, reflecting our belief that multiple converging trends are creating a new era in financial advice. It’s imperative that firms expecting to lead the industry in this new era embrace the latest tools and solutions that rewrite the rules of engagement between advisors and clients. Viewed in this strategic context, making insurance solutions more accessible and transparent will greatly enhance our advisors’ ability to provide the truly holistic planning and advice that clients need.”
CFI’s new insurance portal is designed to increase application processing speed and improve case management efficiency for advisors, among other functions.  It also creates a more simplified and straightforward experience for both advisors and clients in identifying and purchasing life, long-term care, disability and other forms of insurance. The CFI-branded portal functions as an integrated offering within Cetera’s existing SmartWorks® advisor workstation, and has been custom-built to serve the needs of the full Cetera Financial Institutions insurance team – from sales to operations to case management. Cetera anticipates incorporating the insurance portal into its MoneyGuidePro® financial planning solution within the next month.
Bill Benjamin, Chief Executive Officer of Covr Financial Technologies, says: “We are excited to join with Cetera in making this fully-integrated, cutting-edge insurance platform available to CFI-affiliated financial advisors and clients. By streamlining the previously complex process of finding and purchasing insurance, we and Cetera are helping advisors and clients incorporate crucial risk management tools into their financial plans, thus enabling them to protect the things that are most important in their lives and businesses through a holistic planning approach.”

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