Urbandale, IA New York Avenue Office

Team
Updated today
Cetera Planning Partners logo

Cetera Planning Partners

Enterprise

Firm-wide stats for Cetera Planning Partners

Total advisors

319

Across 151 offices

Clients per advisor

15 Very Low

Avg AUM per client

$848,315 High

HNW client ratio

31% High

About

Cetera Planning Partners serves individual and high‑net‑worth clients, with a notable emphasis on pre‑retirees and retirees, providing investment management, comprehensive financial planning, Social Security optimization and retirement‑related advice. The firm also offers ancillary services that are not always standard at similarly sized multi‑team firms, including tax planning and preparation, bookkeeping and payroll support, and an estate‑planning offering called Legacy Wealth Strategies delivered through a third‑party provider.

CPP’s investment process centers on diversified allocations built from mutual funds and ETFs that are matched to a client’s stated objectives and risk tolerance, beginning with a formal, document‑driven planning intake and periodic (typically annual) plan updates. Accounts may be managed on either a discretionary or non‑discretionary basis, and the brochure discloses specific features and risks for margin, pledged‑account loans and other lending arrangements (including use of third‑party providers such as TriState and Goldman Sachs).

What distinguishes the firm from many peers is its integration into a larger Cetera network and the related mix of affiliated capabilities: Cetera Investment Services and Cetera Investment Services (CIS) are described as affiliated broker‑dealer/clearing and custodial resources (CIS may act as an IRA custodian), CPP refers ERISA Section 3(38) and other pension‑related work to an affiliated advisor, and the firm makes use of bank deposit sweep programs (FlexInsured, IDSA) and other bank loan/custody arrangements that generate institutional‑level revenue sharing. The brochure also notes access to publications, conferences and other communications provided through custodians and strategic partners, and the firm explains how it coordinates with outside attorneys for estate‑planning document execution.

Based on Cetera Planning Partners

Expertise

Retirement income strategy Social Security optimization General retirement planning General tax planning

Based on Cetera Planning Partners

Demographic focus

Approaching retirement Retired

Based on Cetera Planning Partners

Location

10550 New York Avenue, Suite 100

Urbandale IA 50322

Advisors at this office

3

Advisors at this office

user avatar

Todd A

PFS™

Urbandale, IA

Cetera Planning Partners

Todd Asper is a financial advisor at Cetera Planning Partners with one year of industry experience. He holds the PFS™ designation and has previously worked at Avantax Planning Partners and Welgaard CPAs & Advisors. Asper is involved in tax preparation and financial statement services through Welgaard CPAs & Advisors, where he also supports wealth management needs including tax, estate, and investment planning. Cetera Planning Partners serves individual and high-net-worth clients, focusing on pre-retirees and retirees. The firm provides investment management and comprehensive financial planning, along with tax, bookkeeping, payroll, and estate-planning services, using diversified mutual fund and ETF allocations aligned with client objectives and risk tolerance.

Retirement income strategy Social Security optimization General retirement planning General tax planning Approaching retirement Retired
user avatar

Brook S

PFS™

Urbandale, IA

Cetera Planning Partners

Brook Skram is a financial advisor at Cetera Planning Partners with a PFS™ designation and two years of industry experience. Prior to joining Cetera Planning Partners in 2026, he worked at Avantax Planning Partners, Inc. and Welgaard CPAs & Advisors, where he also serves as a client manager focusing on tax preparation and small business accounting. He is a director at Cedar Valley Bank & Trust, a community bank in Iowa. Cetera Planning Partners serves individual and high-net-worth clients, particularly pre-retirees and retirees, offering investment management alongside comprehensive financial planning, Social Security optimization, and retirement advice. The firm incorporates ancillary services such as tax planning and estate strategies, with an investment process that emphasizes diversified allocations matched to client objectives and risk tolerance.

Retirement income strategy Social Security optimization General retirement planning General tax planning Approaching retirement Retired
user avatar

Lance D

PFS™

Urbandale, IA

Cetera Planning Partners

Lance Dieleman is a financial advisor with Cetera Planning Partners in Urbandale, IA, holding the PFS™ designation and two years of industry experience. Prior to joining Cetera, he worked with Avantax Insurance Agency and Avantax Planning Partners. He is also a shareholder in Schuring & Uitermarkt PC DBA Welgaard CPAs & Advisors and serves on the finance committee of the Urbandale Food Pantry. Cetera Planning Partners serves individual and high-net-worth clients, focusing on pre-retirees and retirees, offering investment management, comprehensive financial planning, Social Security optimization, and retirement advice. The firm integrates diversified mutual fund and ETF allocations aligned with client objectives and risk tolerance, supported by ancillary services including tax planning, bookkeeping, payroll support, and estate planning through third-party providers.

Retirement income strategy Social Security optimization General retirement planning General tax planning Approaching retirement Retired
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