The move comes several months after Cetera announced it would acquire Securian’s retail wealth business, including its b/d and RIA.

The new platform seeks to bridge the gap that separates asset managers, advisors and clients from alternative investments.

Several industry observers close to Cetera say the timeline is set and former Fidelity executive Mike Durbin, CEO of the holding company, will take control of the firm after an upcoming recapitalization with private equity owner Genstar.

Since mid-May, the $2.4 billion AUM firm has launched programs providing education and support to recently retired individuals, next-gen investors and student athletes.

The combined firm will have 100 employees and be headed by F2 founder Doug Fritz.

But most are still stuck in silos and old business models.

Former Credit Suisse wealth management head Francesco de Ferrari remains as an advisor to UBS’s private banking head Iqbal Khan.