What Cetera Wealth Partners does

Cetera Wealth Partners, also doing business as DuVall Wealth Partners, is a fiduciary financial planning firm headquartered in Wichita, Kansas, with approximately 40 employees. The firm provides comprehensive financial advisory services including retirement planning, investment management, 401(k) rollovers, tax strategy, insurance planning, estate planning, education planning, and business planning. Advisory services are delivered through an ongoing relationship model rather than one-time engagements, targeting individuals and families, pre-retirees and retirees, executives and employees, and business owners across the United States.

The firm operates as a distinct community within Cetera Wealth Services LLC, a registered broker-dealer and FINRA/SIPC member, with advisory services delivered through Cetera Investment Advisers LLC. Its technology infrastructure consists of AdviceWorks and NetXInvestor client portals for account access and reporting, with content marketing supported by FMG Suite. The firm is licensed in many states and serves clients through both in-person meetings at the Wichita office and virtual meetings nationwide.

Revenue is generated through fee-based advisory services under a quote-based engagement model with annual billing cadence. Pricing is not publicly disclosed. The competitive positioning rests on an independent fiduciary lens, ongoing client engagement, and the Cetera brand infrastructure, with no disclosed AI capabilities or proprietary technology differentiation beyond standard industry portals.

Name

Cetera Wealth Partners

Legal name

Cetera Wealth Services LLC

Website

https://cwpks.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Cetera Wealth Partners (dba DuVall Wealth Partners) is a fiduciary financial planning firm based in Wichita, Kansas, serving individuals, families, retirees, executives, and business owners nationwide through ongoing advisory relationships under the Cetera Wealth Services LLC broker-dealer umbrella.

Ownership category

akta.pro rank

Product category

Wealth Management & Financial Planning Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB)

akta.pro secondary industry

Business Owner & Executive Financial Planning (FSAEAAAO)

Keywords

• Fiduciary financial planning
• Wealth management services
• Retirement planning advisory
• Investment management services
• Estate and tax planning

Headquarters

HQ city

Wichita

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Financial Advisory Services: Fee-based financial planning and wealth management services provided through registered investment adviser Cetera Investment Advisers LLC

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Cetera Wealth Partners (operating as DuVall Wealth Partners) is a fiduciary financial planning firm based in Wichita, Kansas that delivers ongoing, custom-tailored financial planning and wealth management services to individuals, families, pre-retirees, executives, and business owners nationwide. Advisory and brokerage services are offered through Cetera Wealth Services LLC (member FINRA/SIPC) and Cetera Investment Advisers LLC, with clients accessing accounts via the AdviceWorks and NetXInvestor portals.

Product overview

Cetera Wealth Partners operates as a fiduciary financial planning firm offering a comprehensive suite of advisory and planning services. The firm provides financial planning as an ongoing relationship rather than a one-time engagement, with services coordinated across retirement planning, investment management, tax strategy, insurance planning, estate planning, education planning, and business planning. These services are delivered through financial advisors under the Cetera network, with client access provided through proprietary platforms including AdviceWorks (client portal) and NetXInvestor.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement Planning Comprehensive retirement planning services including goal setting, savings strategies, and income planning to help clients prepare for and sustain their retirement lifestyle. Targeted at pre-retirees and retirees.
• Investment Management Professional investment management services focused on building and managing diversified portfolios aligned with client risk tolerance and long-term objectives. Targeted at individuals, families, and business owners.
• 401(k) Rollovers & Strategies Guidance on workplace retirement plan rollovers, including evaluation of options and strategies for managing accumulated retirement assets. Targeted at executives and employees navigating career transitions.
• Financial Planning Ongoing financial planning services that adapt to life changes, with regular reviews and strategy adjustments to keep clients on track toward their goals. Targeted at individuals and families.
• Insurance Planning Risk management through insurance analysis and planning to protect assets and coverage needs across property, casualty, life, and disability insurance. Targeted at individuals, families, and business owners.
• Tax Strategy Planning Tax-aware planning strategies designed to minimize tax liabilities through coordinated investment decisions and planning around tax events. Targeted at individuals, families, and business owners.
• Wealth Management Integrated wealth management services coordinating multiple financial dimensions including investments, planning, and tax strategy for comprehensive financial oversight. Targeted at high-net-worth individuals, families, and business owners.
• Estate & Legacy Planning Estate planning services including will and trust coordination, beneficiary planning, and legacy preservation strategies to ensure assets transfer according to client intentions. Targeted at individuals, families, and business owners.
• Education Planning Planning for education funding goals including 529 plans, education savings accounts, and strategies to balance education costs with other financial priorities. Targeted at families.
• Business Planning Planning services for business owners connecting business decisions to personal financial goals, including succession planning and exit strategies. Targeted at business owners.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Cetera Wealth Services LLCcoreOthersParent company providing securities services through member FINRA/SIPC. DuVall Wealth Partners operates as a distinct community within Cetera Wealth Services LLC, which is the broker-dealer entity handling securities transactions.
• Cetera Investment Advisers LLCcoreOthersRegistered investment adviser providing advisory services infrastructure. DuVall Wealth Partners offers advisory services through this registered investment adviser entity.
• FINRAcoreOthersFinancial Industry Regulatory Authority - self-regulatory organization for securities firms. Cetera Wealth Services LLC is a member of FINRA, providing regulatory oversight.
• SIPCcoreOthersSecurities Investor Protection Corporation - provides protection for brokerage accounts. Cetera Wealth Services LLC is a member of SIPC.
• FMG SuiteminorGTM or Marketing PartnerContent development partner providing website templates, educational materials, and marketing content. FMG Suite develops and produces information materials published on the DuVall Wealth Partners website.

Scale indicators1 record

Recent moves4 records

Expansion highlights6 records

Direct peers

• Edward Jones: Large U.S. independent broker-dealer with a nationwide network of local branch offices providing fiduciary-style financial planning to individuals, families, and retirees. Comparable to Cetera Wealth Partners as a similarly positioned community-based advisor model serving mass-affluent and emerging affluent households.
• Raymond James Financial: Diversified financial services firm with a large independent contractor branch network that delivers wealth management, retirement planning, and investment advisory services. Directly comparable in how affiliated advisors operate as semi-autonomous practices backed by a parent broker-dealer.
• LPL Financial: Largest independent broker-dealer in the U.S. supporting thousands of independent financial advisors and RIAs. Comparable to Cetera Wealth Partners as a competitive IBD whose advisors offer integrated financial planning, investment management, and retirement solutions to individuals and business owners.
• Robert W. Baird: Midwest-headquartered (Milwaukee) employee-owned financial services firm with a strong private wealth management practice focused on financial planning, investment management, and retirement advisory for individuals and families. Highly comparable given similar regional Midwestern roots and fiduciary-style advisory approach.
• Northwestern Mutual: Large U.S. financial services company with a captive network of financial advisors delivering integrated financial planning, investment management, life insurance, and retirement solutions. Comparable in combining fee-based advisory with insurance and a relationship-based advisor model.
• Ameriprise Financial: Independent advisor-led wealth management firm with thousands of franchise financial advisors offering comprehensive financial planning, investment management, insurance, and retirement planning. Closely mirrors DuVall Wealth Partners' relationship-based, multi-product advisory model.

Broad incumbents

• Cetera Financial Group: Parent organization of Cetera Wealth Services LLC, which is the broker-dealer entity under which DuVall Wealth Partners operates. A broad incumbent whose network of independent communities and registered investment advisers targets the same individuals, families, and business owners nationwide.
• Fidelity Wealth Services: One of the largest U.S. wealth managers offering financial planning, investment advisory, and retirement services through Fidelity Wealth Services and Fidelity Personal Investing. Comparable as a broad incumbent competing for the same retirement planning, 401(k) rollover, and individual wealth management clients.
• Waddell & Reed Financial (Macquarie Asset Management): Acquired by Macquarie Asset Management in 2021, the Waddell & Reed financial advisors business delivers financial planning, investment management, and retirement solutions through a network of affiliated advisors. Comparable in operating affiliated advisor communities delivering integrated wealth management to individuals and families.
• Charles Schwab Wealth Advisory: Large-scale incumbent offering wealth advisory, financial planning, and investment management services to retail and mass-affluent clients both directly and through Schwab Wealth Advisory. Comparable as an alternative wealth advisor competing for the same Individuals & Families and Pre-Retirees segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cetera-wealth-partners

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cetera Wealth Partners