Robert Moore is making big changes at Cetera Financial Group, and an ex-fundster is departing from a top position. Yet the Los Angeles-based independent broker-dealer network's investment platform isn't changing as part of the reorg.

"Nothing has changed in terms of how the organization currently operates and who interacts with the managers," a Cetera spokesperson confirms, referring to Cetera's asset manager relationships and investment product and due diligence efforts.

The Cetera reorg includes several components. Moore, CEO of Cetera, hired Mimi Bock (formerly executive vice president of national sales and consulting at LPL) to become president of two of Cetera's B-Ds, Cetera Advisors and First Allied Securities. Bock succeeds both ex-fundster Kevin Keefe, president and CEO of First Allied, and Erinn Ford, president of Cetera Advisors.

Ford is taking over as president of Seattle-based KMS Financial Services, one of Ladenburg Thalmann's B-Ds. As for Keefe, a source familiar with the situation tells MFWire that Keefe "chose to leave for a variety of personal and professional reasons." Keefe himself did not immediately return a call for comment.

"Kevin Keefe has made significant contributions to First Allied ... as well as to Cetera Financial Group overall," Moore tells MFWire in an emailed statement. "On behalf of the full Executive team, we extend our heartfelt gratitude and wish him continued success in his new ventures."

Keefe, an alumnus of Suffolk University, led First Allied since joining the B-D in 2014. He previously held senior roles at another big indie B-D network, Advisor Group, and at the biggest indie B-D, LPL. Yet fundsters may recognize Keefe from his days in their business, as he worked at FRC, Bisys (which bought FRC), Mutualfunds.com, Fidelity, New England Financial, and Pioneer.

Meanwhile, the rest of Moore's Cetera reorg includes dividing Cetera's B-Ds under two channels and promoting a pair of top Cetera executives.

Brett Harrison will lead the new traditional channel at Cetera, which will include First Allied Securities and Cetera Advisors (now led by Bock) as well as Summit Brokerage Services (still by CEO Marshall Leeds). Tom Taylor will lead the new speciality channel, which will include Cetera Advisor Networks (where Cetera's super-OSJs affiliate), Cetera Financial Institutions, and Cetera Financial Specialists. (Taylor is still president and CEO of Cetera Advisor Networks, while LeAnn Rummel is still president of Cetera Financial Institutions and Gregg Ruvoli is still president of Cetera Financial Specialists.)

Moore also promoted Cetera Financial Institutions CEO Catherine Bonneau to chief operating officer of all of Cetera. And Moore promoted wealth management national sales manager Tim Stinson to head of wealth management, a newly created role. 

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