BNY appoints new Pershing chief in latest sign it wants to solidify No. 3 status among RIA custodians

RIABiz. (2026, January 29). BNY appoints new Pershing chief in latest sign it wants to solidify No. 3 status among RIA custodians, executed by ex-Goldman Sachs CEO with cross-selling vision embedded in the culture. https://riabiz.com/a/2026/1/29/bny-appoints-new-pershing-chief-in-latest-sign-it-wants-to-solidify-no-3-status-among-ria-custodians-executed-by-ex-goldman-sachs-ceo-with-cross-selling-vision-embedded-in-the-culture

• BNY has appointed a new leader for its Pershing division to strengthen its position as the third-largest RIA custodian behind Charles Schwab and Fidelity.

• The leadership change is part of a broader corporate initiative to integrate wealth management services and increase cross-selling across the firm's various business units.

• CEO Robin Vince is leveraging his experience from Goldman Sachs to implement a "one-firm" cultural shift aimed at streamlining client service.

• The appointment follows a series of strategic moves intended to modernize Pershing's technology stack and improve its competitive edge in the independent advisor market.

• Pershing aims to capture a larger share of the RIA market by offering a unique combination of clearing services and institutional banking capabilities.

• Industry observers suggest that the new leadership will focus on breaking down internal silos to provide a more cohesive experience for multi-custodial advisory firms.

• This transition reflects BNY’s commitment to maintaining its scale while aggressively pursuing growth in the highly competitive custodial landscape.

Knote: I'm not sure if this means they will unify their tech platform as well (if that is even possible). We are going to keep an eye on this one and are looking forward to more details on the plan.