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Cetera Financial Group rolls out business development strategy

Cetera Financial Group has launched a business development strategy that leverages big data and analytics while integrating digital and traditional marketing, lead generation, lead capture and adviser recruiting.

The approach is aimed at driving adviser growth, enhancing the adviser experience and supporting the acceleration of targeted recruiting efforts across Cetera Financial Group's network, the company said.

The announcement comes weeks after Cetera Financial Group launched a capital structure review process.

As part of the launch of the new strategy, Cetera Financial Group has appointed Michael Murray head of business development. In the new role, Murray will oversee a planned expansion of the business development team and lead the execution of Cetera Financial Group's new approach to business development.

Murray most recently was senior vice president of business development at LPL Financial.

Cetera Financial Group refers to the network of retail independent brokers/dealers that includes Cetera Advisors LLC, Cetera Advisor Networks LLC, Cetera Financial Institutions, Cetera Financial Specialists LLC, First Allied Securities Inc. and Summit Brokerage Services.