The firm said it will stagger the planned effective dates of each company’s new name, beginning in the final quarter of 2012 and with completion in early 2013. Pending regulatory and other approvals, the following amendments will be made:

- Financial Network Investment Corporation, a regional director network providing local support to around 2,100 advisors, will be renamed Cetera Advisor Networks;

- Multi-Financial Securities Corporation, which serves more than 1,100 entrepreneurial advisors, will be renamed Cetera Advisors;

- PrimeVest Financial Services, a self-clearing firm that serves nearly 500 financial institutions and over 1,500 advisors, will be renamed Cetera Financial Institutions;

- Genworth Financial Investment Services, which was acquired by Cetera in April of this year and specializes in helping tax and accounting professionals integrate wealth management into their practices, will be renamed Cetera Financial Specialists.

The firm said the new name structure will not change the way Cetera and its firms operate. Each firm will remain a separate legal entity.

“In these challenging times when clients continue to be nervous and a have lack of confidence in the financial system, it is more important than ever for them to know that their advisor is supported by a well-capitalized, stable firm,” said Valerie Brown, Cetera’s chief executive.