Carefull and Cetera Partner to Help Protect Aging Client Assets & Ease Wealth Transfers for Advisors

The first platform of its kind, Carefull is the leading financial protection platform for older adults and their financial caregivers

NEW YORK, December 08, 2022--(BUSINESS WIRE)--Carefull today announced a new partnership with Cetera Financial Group (Cetera), a leading financial services firm and one of America’s largest networks of financial professionals. Through a collaborative and strategic partnership, Cetera financial professionals now have access to Carefull’s state-of-the-art technology, which is purpose-built for those aged 55+, along with the 45 million Americans who support them. Carefull provides a simple tool for financial professionals to retain assets and deepen relationships with beneficiaries ahead of wealth transfer.

The two companies joined forces to support financial professionals in protecting older adults from elder fraud and mistakes, while helping the underserved family "financial caregivers" who support the daily finances of aging loved ones. With wealth transfers predicted to total approximately $84 trillion over the next 20 years and 9 out of 10 adult children forgoing relationships with their parents’ financial professionals, Cetera’s partnership with Carefull will create opportunities for financial professionals to reach younger family members of existing clients before a crisis or consolidation moment.

"The lack of financial tools to support across generations puts advisors at a disadvantage. Carefull’s partnership with Cetera provides a solution with the first technology-driven resource built to bridge the gap," said Todd Rovak, co-founder of Carefull. "Advisors today want to help clients in areas like elder fraud prevention and even cognitive decline, so Cetera is moving quickly to provide tools to better protect these assets while attracting the next generation."

"At Cetera, we are constantly identifying the industry’s best tools and resources to empower our advisors to holistically serve the wide spectrum of client needs," said George Karris, SVP, Head of Strategy and Advisor Experience at Cetera. "Elder fraud and dementia are just a few of the many challenges investors face as they age, and using Carefull, advisors with Cetera are positioned well to help shield clients from the potential dangers. We are pleased to offer Carefull to our advisors to protect aging clients’ assets by activating powerful safeguards such as account-level transaction monitoring."

Carefull Pro, specifically designed for empowering financial professionals, will enable Cetera affiliated financial professionals to seamlessly help protect their older clients’ finances and create organic connections to their families through an AI-driven platform to help prevent ongoing threats such as fraud, senior scams, misuse and money mistakes. The product includes the following benefits:

  • Deliver huge impact to clients with limited time and involvement necessary from advisor

  • Drive longer client retention and connection to build whole-family relationships

  • Protect families with military-grade security without accessing funds or sharing data

  • Dynamic, compliance-approved financial caregiving content stream to regularly engage clients

  • Communicate with crucial account stakeholders like siblings, adult children and aging parents before an unexpected crisis or consolidation moment

  • Complete onboarding and training with the expert Carefull team

Carefull’s partnership with Cetera comes on the heels of introducing new product features, Vault and Trusted Contacts, which offer financial confidence specifically designed for the senior market and support cross-generational relationships in the process. Carefull has previously partnered with Nationwide to support financial caregivers and has several additional partnerships slated for launch within the next year.

For more information about Carefull’s full suite of products and additional resources on money tips for older adults and family caregivers, visit For more information about Cetera, visit

About Carefull

Carefull is the first digital platform built to protect the daily finances of older adults, along with the 45 million U.S. adults managing the daily finances of an older loved one, otherwise known as financial caregivers. Carefull's technology integrates senior-specific financial monitoring, financial management, identity theft protection, password and document management, communication, and how-to content, replacing the ad hoc paper pile, spreadsheets, bill stack and hold music that today greets older adults looking to maintain financial independence as they age and their loved ones stepping in to help. Founded in 2019, Carefull believes that creating safer, smarter family financial protections isn't only about money. It's about relentlessly simplifying the awkward tangle that happens when money and family come together. For more information, visit

About Cetera Financial Group®

Cetera Financial Group (Cetera) is a leading financial services firm whose purpose is to enable the delivery of best-in-class financial advice to as many Americans as possible. Cetera empowers its financial professional communities to help clients achieve their version of financial wellbeing through the Advice-Centric Experience®. Cetera proudly serves independent financial professionals, tax professionals, banks and credit unions in providing wide-ranging financial planning and wealth management services.

Cetera oversees approximately $353 billion in assets under administration and $122 billion in assets under management, as of December 31, 2021.

Visit, and follow Cetera on LinkedIn, Twitter and Facebook.

"Cetera Financial Group" refers to the network of independent retail firms encompassing, among others, Cetera Advisors LLC, Cetera Advisor Networks LLC, Cetera Investment Services LLC (marketed as Cetera Financial Institutions or Cetera Investors), and Cetera Financial Specialists LLC. All firms are members FINRA/SIPC members. Located at: 655 W. Broadway, 11th Floor, San Diego, CA 92101. Individuals affiliated with Cetera firms are either Registered Representatives who offer only brokerage services and receive transaction-based compensation (commissions), Investment Adviser Representatives who offer only investment advisory services and receive fees based on assets, or both Registered Representatives and Investment Adviser Representatives, who can offer both types of services.

View source version on


Callie Neatherlin
Red Fan Communications