Pasadena, CA North Lake Avenue Office

Team
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Cetera

Institution

Firm-wide stats for Cetera

Total advisors

10,190

Across 5,086 offices

Clients per advisor

79 Low

Avg AUM per client

$306,089 Low

HNW client ratio

10% Low

About

Cetera Investment Advisers LLC is an SEC‑registered adviser that distributes its services through a large nationwide network of independent advisors and serves individuals (both non‑HNW and high‑net‑worth), employer‑sponsored retirement plans, corporate and charitable clients, and institutional accounts. Its offerings include discretionary and non‑discretionary portfolio management, financial planning and consulting, ERISA 3(21) and 3(38) retirement services, wrap and non‑wrap program platforms, and access to third‑party money managers.

The firm operates as a multi‑manager platform in which advisors may implement model portfolios provided by an affiliated manager (CIM), select unaffiliated third‑party managers, or construct bespoke strategies; program options range from automated InvestPath allocations to direct indexing, private client overlays, and unified managed accounts. Accounts are run under a mix of discretionary and non‑discretionary authorities and across multiple program structures and custodial relationships, with ongoing supervision and annual client reviews described in the ADV.

Notable features include scale — the ADV reports over $256 billion in assets under management, more than 10,000 advisors and roughly 800,000 clients — and a suite of affiliations (an affiliated trust company, affiliated model provider, strategic fund and ETP partner arrangements, and cash‑sweep programs) that shape product availability and revenue flows. The ADV also discloses recent regulatory settlements with the SEC (described in 2021, 2022 and 2024) and identifies an affiliation with a municipal advisor, both of which prospective clients should review alongside the brochure’s descriptions of revenue‑sharing, sweep arrangements and other program‑level conflicts of interest.

Based on Cetera

Expertise

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy

Based on Cetera

Occupation focus

Founder/Business Owner Executive

Based on Cetera

Location

155 North Lake Avenue, Suite 430

Pasadena CA 91101

Advisors at this office

20

Advisors at this office

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Alexander L

Series 63, Series 65

Pasadena, CA

Cetera

Alexander Lee is a financial advisor with Cetera in Pasadena, CA, holding Series 63 and Series 65 licenses and six years of industry experience. He previously worked at The Leaders Group Inc and Ascendant LLP, where he is a one-third owner in a law practice. Cetera Investment Advisers LLC is an SEC-registered firm serving a broad client base, including individuals, retirement plans, corporate and charitable clients, and institutional accounts. The firm offers a multi-manager platform with diverse portfolio management options and a large nationwide network of advisors.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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Doo H

CFP®, Series 63, Series 65

Pasadena, CA

Cetera

Doo Hong is a CFP®-certified financial advisor with 29 years of industry experience. He is currently affiliated with Cetera and has previously worked at Mass Mutual Investors Services, Metlife Securities, and PRUCO Securities. Outside of advisory work, he owns and operates an insurance and Medicare insurance business and serves on the board of Hangeul Camp USA Inc. Cetera Investment Advisers LLC is an SEC-registered firm serving individual, corporate, charitable, and institutional clients through a nationwide network of over 10,000 advisors. The firm offers a range of portfolio management and retirement services, operating as a multi-manager platform with access to affiliated and third-party investment strategies.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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Ross K

Series 63, Series 65

Pasadena, CA

Cetera

Ross Klafter is a financial advisor at Cetera with 18 years of industry experience. He holds Series 63 and Series 65 licenses and has worked at Cetera Investment Adviser LLC and Cetera Investment Services LLC since 2019. Prior to that, he was with Foresters Advisory Services and Foresters Financial Service in Los Angeles from 2008 to 2019. Cetera Investment Advisers LLC is an SEC-registered adviser that serves individuals, employer-sponsored retirement plans, corporate and charitable clients, and institutional accounts. The firm offers a range of portfolio management and financial planning services through a nationwide network of independent advisors, utilizing multiple program structures and a multi-manager platform.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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Alexander S

CFP®, Series 63, Series 65

Pasadena, CA

Cetera

Alexander Sierra is a CFP® with 10 years of industry experience, currently serving as a financial advisor at Cetera since 2019. He previously worked at Foresters Advisory Services and Foresters Financial Services. Sierra is president of the Financial Planning Association of San Gabriel Valley, where he oversees board activities and monthly luncheons. Cetera Investment Advisers LLC is an SEC-registered adviser serving individuals, retirement plans, corporate, charitable, and institutional clients through a nationwide network of independent advisors. The firm offers portfolio management, financial planning, and access to third-party managers across various program structures and custodial relationships.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive

Andrew H

CFP®, Series 63, Series 66

Pasadena, CA

Cetera

Andrew Hur is a Senior Financial Advisor at Merrill Lynch Wealth Management, where he has been serving clients since 2017. With over a decade of experience in financial services beginning in 2011, Andrew works with individuals, business owners, and non-profit organizations to support wealth accumulation and preservation. His expertise includes banking and lending services through Bank of America, as well as specialized focus areas such as college education planning, family wealth management strategies, small business strategies, retirement income, and portfolio management. Andrew employs a goals-based financial planning approach to address all facets of his clients' financial lives, leveraging the firm’s extensive resources. He emphasizes full transparency and strong communication to foster long-lasting relationships and sees his practice as extending beyond traditional wealth management. Andrew holds a Bachelor of Arts degree in Communication Studies from California State University of Northridge. He is a CERTIFIED FINANCIAL PLANNER® professional and has earned the Chartered Retirement Planning Counselor™, Certified Exit Planning Advisor (CEPA®), and Personal Investment Advisor (PIA) designations. He is fluent in Korean. In addition to his professional work, Andrew is involved in community service aligned with Merrill Lynch’s tradition and participates in organizations such as the PV Rotary. Outside of work, he enjoys playing golf, watching sports, and spending time with his wife, Michelle, and their children, Mila and Micah.

Wealth management Retirement income strategy Business ownership considerations Business exit / sale strategy College savings (529s, UTMA, etc.) Founder/Business Owner
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Chun Pong L

Series 63, Series 65

Pasadena, CA

Cetera

Chun Pong Lau is a financial advisor at Cetera with 13 years of industry experience. He holds Series 63 and Series 65 licenses and has worked previously at HSBC Securities (USA) Inc. and CTBC. Outside of advisory work, he is co-owner of Ares Palace LLC, a company focused on wholesale real estate acquisitions and residential property sales and remodeling. Cetera Investment Advisers LLC serves a broad client base including individuals, retirement plans, corporate, charitable, and institutional accounts. The firm offers a range of portfolio management and financial planning services through a large nationwide network of independent advisors, utilizing a multi-manager platform with various program options and model portfolio implementations.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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Maximillian P

Series 66

Pasadena, CA

Cetera

Maximillian Prato is a financial advisor at Cetera with two years of industry experience and holds a Series 66 designation. Prior to his advisory role, he has held positions including bartender at South Hill Country Club. Cetera Investment Advisers LLC serves a diverse client base including individuals, retirement plans, corporate and charitable clients, and institutional accounts, offering a range of portfolio management and financial planning services through a multi-manager platform.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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Brandon C

Series 63, Series 65

Pasadena, CA

Cetera

Brandon Chhan is a financial advisor with Cetera, holding Series 63 and Series 65 credentials and eight years of industry experience. He has worked with Cetera and its affiliates since 2017 and has prior experience at Foresters Financial Services. Outside of advising, he serves as a creative manager for the Los Angeles chapter of Project by Project, a nonprofit focused on video production and editing, and also works as a notary. Cetera Investment Advisers LLC is an SEC-registered firm that serves a broad client base including individuals, retirement plans, and institutional accounts. The firm offers various portfolio management and financial planning services through a nationwide network of over 10,000 advisors, utilizing multiple program structures and a range of third-party and affiliated investment options.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive

Aaron H

Series 66

Pasadena, CA

Cetera

Aaron Huang is a Financial Advisor with Merrill Lynch Wealth Management. He focuses on understanding his clients' full financial picture to develop personalized strategies that address their short-, mid-, and long-term goals. His client focus areas include legacy planning, liquidity management, managing new wealth, small business strategies, socially responsible and values-based investing, ESG investing, individual and corporate investment strategy, and retirement income. Aaron serves as a resource for general investing, retirement planning, and saving for unforeseen circumstances. He provides access to the investment insights of Merrill and the banking and lending solutions available through Bank of America specialists. Aaron works collaboratively with clients to discuss their goals, concerns, and questions, offering ongoing advice and guidance as their needs evolve. He holds a Personal Investment Advisor (PIA) designation and earned an Associate's Degree from East Los Angeles College after completing his high school education at Mark Keppel High School. Outside of his professional role, Aaron is engaged in his community through volunteer work and enjoys basketball, cooking, spending time with his family, traveling, and watching movies.

Wealth management Retirement income strategy Retirement withdrawal strategies Social Security optimization ESG / Sustainable investing Founder/Business Owner Executive
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Taehoon G

Series 66

Pasadena, CA

Cetera

Taehoon Gang is a financial advisor at Cetera with 17 years of industry experience. He holds the Series 66 designation and has previously worked at MassMutual Investors Services, MassMutual Life Insurance Co, and MetLife Securities Inc. Outside of advising, he serves as a board member for the Los Angeles chapter of the Asian Real Estate Association of America and is a silent partner in a restaurant. Cetera Investment Advisers LLC is an SEC-registered firm that provides portfolio management, financial planning, and retirement services through a nationwide network of independent advisors. The firm serves individual, corporate, charitable, and institutional clients with a variety of investment strategies and program platforms.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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Antonio C

Series 63, Series 65

Pasadena, CA

Cetera

Antonio Caballero is a financial advisor with Cetera in Pasadena, CA, holding Series 63 and Series 65 licenses. He has nine years of industry experience, including roles at Cetera and Foresters Financial Services. Caballero previously worked at Regents Capital Corporation before joining Cetera. Cetera Investment Advisers LLC serves a broad range of clients including individuals, retirement plans, and institutional accounts. The firm offers a variety of portfolio management and financial planning services, operating a multi-manager platform with discretionary and non-discretionary account options.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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Victoria S

CFP®, Series 63, Series 65

Pasadena, CA

Cetera

Victoria Sierra is a CFP®-designated financial advisor with 13 years of industry experience, currently with Cetera since 2019. She previously worked at Foresters Advisory Services LLC and Foresters Financial Services. Outside of advising, she is a certified yoga instructor at CorePower Yoga. Cetera Investment Advisers LLC is an SEC-registered firm serving individual, corporate, charitable, and institutional clients nationwide. The firm offers a multi-manager platform that includes discretionary and non-discretionary portfolio management, financial planning, retirement services, and access to third-party money managers.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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Matthew P

Series 65, Series 63

Pasadena, CA

Cetera

Matthew Phillips is a financial advisor with Cetera, holding Series 63 and Series 65 designations and 11 years of industry experience. He has worked at Cetera and its affiliates since 2021, and prior to that was with Trilogy Capital and National Planning Corporation. Cetera Investment Advisers LLC is an SEC-registered advisor serving a broad client base including individuals, retirement plans, corporate, charitable, and institutional accounts. The firm provides portfolio management, financial planning, and a range of program platforms, operating as a multi-manager platform with access to affiliated and third-party managers.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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Jheesue Y

CFP®, Series 66

Pasadena, CA

Cetera

Jheesue Yang is a CFP® professional with three years of industry experience, currently affiliated with Cetera. Previously, Yang has held positions at firms including Ni Advisors and Equitable Advisors LLC. Yang also has experience in accountancy through Weiss Accountancy LLP. Cetera Investment Advisers LLC is an SEC-registered firm serving individuals, retirement plans, corporate and charitable clients, and institutional accounts. The firm offers both discretionary and non-discretionary portfolio management, financial planning, and access to third-party money managers through a multi-manager platform with a broad array of program options.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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Daniel C

Series 63, Series 66

Pasadena, CA

Cetera

Daniel Chiaracharuwat is a financial advisor with Cetera who holds Series 63 and Series 66 licenses and has 12 years of industry experience. He previously worked with Bank of America and Merrill from 2015 to 2023. Outside of advisory work, he is a co-owner of a real estate acquisition company focused on wholesale properties and residential construction. Cetera Investment Advisers LLC is an SEC-registered firm serving individual and institutional clients through a nationwide network of independent advisors. The firm offers a range of portfolio management and financial planning services, utilizing a multi-manager platform with various program structures and investment options.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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