U.S. Broker/Dealer Marketplace 2022

Evolving Approaches to Advisor Recruitment and Affiliation

Benchmark and Grow Marketshare in the B/D channel

  • Review trends in advisor recruitment and development, including how firms have modified their approach in response to the COVID-19 pandemic
  • Discover the most compelling distribution opportunities for asset managers
  • Understand the impact that Regulation Best Interest (Reg BI) is having on the industry, including what firms are doing to comply, and how firms’ business models are evolving in response
  • Explore how COVID-19 is affecting firms’ and advisors’ use of technology and how advisors are adapting their approach to client engagement


US Broker Dealer Marketplace 2020 Details

Buy Now

Jeremy Fodaski

Jeremy Fodaski

Senior Account Manager


This report provides B/Ds and custodians a method to benchmark against their competitors and insights into how they are reacting to key opportunities. The report also helps asset managers and other third parties identify which are the fastest-growing B/Ds are and what the growth drivers are. Third parties will gain greater insight into their existing B/D partnerships, while also discovering new partnering opportunities.

Included with Purchase



Each report is lead authored by a senior Cerulli analyst with significant industry experience. The report incorporates qualitative and quantitative inputs, based on Cerulli’s proprietary research process. For more on our research process, click here.

Executive summary

Executive Summary

Get the most important report findings distilled in an easy-to-understand and highly visual format before you begin your journey through the report or use it as a tool for senior leadership.

Interactive report dashboard

Interactive Report Dashboards

Access consolidated data from multiple report exhibits in a single comparative view. Flexibly build your view of data with customizable filters and share the results in a format that meets your requirements.

Analyst support

Analyst Support

Got a question? Our analysts are available to help you interpret and analyze key findings as well as provide their perspective on industry trends.


Data Behind This Report

Data is the foundation of our reports. Each study contains nearly 100 exhibits, available to buyers in Excel format. Extract and explore Cerulli’s data and analysis your way.


Digital Access

Access your reports digitally anytime, anywhere, on any device through our client portal.

A Note From the Author

Where Are Advisors Going?

Michael Rose, MST

Michael Rose, MST


Bio →

Michael Rose, MST

Michael Rose, MST


Michael is a director within Cerulli’s Wealth Management practice, where he researches key elements of the wealth management industry, with an emphasis on broker/dealers and wealth management technology. In this capacity, he regularly engages with constituents across the wealth management ecosystem, including retail investors, financial advisors, and executives within wealth management, asset management, and technology firms, in order to support Cerulli’s market research initiatives.

Prior to joining Cerulli, Michael spent eight years working as a financial advisor, providing comprehensive wealth management services to high-net-worth individuals and families. Prior to his role as a financial advisor, Michael served as a research analyst for IDC, where he was responsible for researching trends within the technology industry and advising senior business executives on product strategy.

Full biography here.

They are going to independent or hybrid registered investment advisor (RIA) channels. The rate of growth in the number of advisors who affiliate with independent and hybrid RIAs has grown on an annualized basis by 4.4% and 2.0%, respectively, over the last five years. Wirehouse firms appear to be most at risk of losing advisors, with their advisors most frequently identifying as being undecided about remaining affiliated with their firms over the next 12 months.

They are increasingly leaving for independence. According to the research, 71% of all financial advisors identify a preference for independent affiliation if they were to switch firms. Employee advisors most frequently identify greater autonomy (62%), higher payout (57%), and the ability to build financial value in an independent business (54%) as major factors for their preference for independence.

It’s not all doom and gloom for the B/D channel, however. Firms that pursue upgrades in the name of scale and capability could stem advisor movement and attract advisors—and assets. In fact, technology (56%) and the level of autonomy/control over how they serve their clients (50%) are the most frequently identified factors that would influence an advisor to choose to affiliate with a B/D.

Read our latest Cerulli Report―U.S. Broker/Dealer Marketplace 2022: Evolving Approaches to Advisor Recruitment and Affiliation, for our complete analysis of shifting advisor affiliations as well as complete market sizing of the B/D and advisor channels and our projections for where the market is heading, as well as changes B/Ds are making to their operating models to remain competitive.


Want More Information?

Learn more about this report and related Cerulli research.

Contact Us

You May Also be Interested in

  • Annual report
  • The Cerulli Edge
Consulting Page module Rocket 120820


Cerulli Consulting

Understand where to allocate resources to achieve your objectives. We can help you determine which initiatives are likely to be successful and those that may not achieve the desired effect. In an increasingly competitive market, our objectivity and experience can help you to advance your firm’s unique strengths.

Learn More

We use cookies to improve your site experience, distinguish you from other users and support the marketing of our services. These cookies may store your personal information. By continuing to use our website, you agree to the storing of cookies on your device. For more information, please visit our Privacy Notice.