$3.5B iTP Partners Leaves Osaic to Launch RIA with Cetera
Cetera Financial Group has added iTP Partners and its registered investment adviser Blue Horizon Equity to its Blueprint RIA channel, the San Diego-based independent broker/dealer announced Tuesday.
iTP Partners, which had formerly been with Cetera rival Osaic, will bring over about $3.5 billion in assets under administration and almost 50 financial advisors, according to the announcement.
Co-founded by Bob Sansone and Jeff Hartman, iTP is headquartered in Pittsford, N.Y., with an additional office in Ponte Vedra Beach, Fla. Its advisors are also equity holders in the firm.
“The RIA model is the future of our industry,” Sansone said. “At iTP, we have created a home where an advisor can participate in the benefits of our model—including real ownership through equity—without having to do all the work of building it from scratch. That’s a powerful value proposition, and Cetera’s Blueprint platform amplifies it.”
Blueprint offers multi-custodial options, including Pershing, which iTP advisors are already using and will continue with. Sansone said the firm held discussions with multiple broker/dealers before deciding on Cetera.
“What I liked about Blueprint and Cetera’s approach is that they’re not rigid, and they’re very willing to adjust to the needs at hand so things stay flexible as we move along,” Sansone said. “Cetera hasn’t dug their heels in on anything, and that’s refreshing.”
Sansone began his career in 1971 with Mutual of New York. Later, he linked up with Jeff Hartman to found iTP in 2014, initially affiliating with American Portfolios, which was acquired by Advisor Group in 2022 and eventually rebranded as Osaic.
Cetera’s Blueprint channel is an RIA platform of “resources, technologies and services from which they can execute their growth plan,” a spokesperson wrote via email. The firm does not segment operating or financial metrics by division.
The broker/dealer also has RIA channels, Cetera Investors, a network of 40 branch offices, and Cetera Planning Partners, a wholly-owned employee-advisor channel. Cetera Planning Partners was formed earlier this year with the combination of Avantax Planning Partners and The Retirement Planning Group, two RIAs that the firm acquired in 2023.
As of March 31, 2026, all Cetera firms manage about $630 billion in assets under administration and $296 billion in assets under management. The broker/dealer is owned by private equity firm Genstar Capital, which acquired Cetera in 2018 and reinvested in the firm in 2023.
