Westfield, NJ Saint Paul Street Office
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Cetera
Institution
Firm-wide stats for Cetera
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
Based on Cetera
Location
220 Saint Paul Street
Westfield NJ 07090
Advisors at this office
4
Advisors at this office
Gerald R
Series 63, Series 65
Westfield, NJ
Cetera
Gerald Reiss is a financial advisor with Cetera who holds Series 63 and Series 65 licenses and has 31 years of industry experience. He has been with Cetera and its affiliate since 2005 and operates a CPA firm providing audits, financial statements, accounting, and tax services. Additionally, he offers individual life insurance unrelated to investments. Cetera Investment Advisers LLC serves a broad client base including individuals, retirement plans, corporate, charitable, and institutional clients, offering portfolio management, financial planning, and access to multiple investment program platforms through a multi-manager structure.
Andrew R
Series 65, Series 63
Westfield, NJ
Cetera
Andrew Reiss is a financial advisor at Cetera with Series 65 and Series 63 credentials and no prior industry experience before joining the firm. He has been with Cetera since 2025 and also works with Gerald Reiss CPA, where he has been involved since 2015. 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 financial planning services, operating as a multi-manager platform that provides access to affiliated and third-party investment strategies.
Arlene A
Series 66
Westfield, NJ
Cetera
Arlene Armando is a financial advisor at Cetera with one year of industry experience. She holds the Series 66 designation and has previously worked at Cetera Wealth Services, LLC and ELA Financial Group, LLC. Prior to entering finance, she served four years on the Ridgewood Board of Education. Cetera Investment Advisers LLC is an SEC-registered firm that provides a range of portfolio management, financial planning, and retirement services to individual, corporate, charitable, and institutional clients. The firm offers access to affiliated and third-party managers through various program structures and manages over $256 billion in assets with a nationwide network of more than 10,000 advisors.
Thomas E
ChFC®, Series 63
Westfield, NJ
Cetera
Thomas Ela is a ChFC® credentialed financial advisor with 41 years of industry experience. He is currently affiliated with Cetera and has been leading Ela Financial Group, Inc. since 1997. Outside of advising, he serves as a board member for a homeowners association, advising on guidelines and upkeep. Cetera Investment Advisers LLC is a nationwide SEC-registered firm serving individual, retirement plan, corporate, charitable, and institutional clients. The firm offers a multi-manager platform with both discretionary and non-discretionary portfolio management, financial planning, and access to third-party money managers.
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