(US and Canada) Financial advisory group Cetera has announced the appointment of Keyur Desai as Chief Data and Analytics Officer, a newly created role reporting to President and Chief Solutions Officer Christian Mitchell. Desai will lead the firm’s enterprise data strategy, advancing capabilities in analytics, AI, and advisor intelligence across its integrated ecosystem.

Desai joins Cetera with a proven track record as a transformational leader, having previously served as Chief Data Officer at organizations including TD Ameritrade. His appointment comes at a pivotal time for Cetera, as the firm accelerates its Wealth Hub strategy – enabling holistic practice management and delivering real-time insights that power productivity, personalization, and growth.

“Keyur’s leadership marks a critical next step in our journey to unlock data as a strategic asset for advisors and the enterprise,” said Mike Durbin, CEO of Cetera. “He brings a rare blend of technical depth and business vision that will help us deliver actionable intelligence at scale and advance our advisor-focused innovation engine.”

Desai will lead efforts to scale advisor intelligence platforms, enhance practice analytics, and embed data insights throughout Cetera’s end-to-end lifecycle, from lead generation to succession planning. His work will directly support the organization’s community-led approach and five-channel architecture, empowering advisors across independent, institutional, tax and RIA segments.

“We’re evolving from data systems that describe the past to intelligence platforms that shape the future,” said Mitchell. “Keyur’s expertise will help us unify data across the enterprise, fueling smarter growth decisions and delivering real-time value to the advisors we serve.”

“Cetera is building something bold and differentiated – an ecosystem where advisors don’t just access data, they act on it,” said Desai. “I’m excited to join a firm that sees data not as an output, but as an engine for advisor confidence and client outcomes.”

This appointment follows a series of strategic investments in platform modernization, including AI-assisted growth solutions, enhanced business intelligence tools, and the build-out of Cetera’s unified digital experience.