RFG Advisory
RFG Advisory is a Birmingham, Alabama-based hybrid RIA platform serving 150+ independent financial advisors managing $7.3B–$8B+ in client assets, providing the ClickONE AI-driven operating system, technology integrations, and institutional-quality investment management that enable breakaway and succession-planning advisors to operate independent practices.
- Company typePrivate
- Founded2003
- HeadquartersVestavia Hills, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What RFG Advisory does
RFG Advisory is a Birmingham, Alabama-based hybrid RIA platform founded in 2003 that furnishes independent financial advisors with an integrated technology, operations, and investment-management stack so they can operate independent practices without the constraints of wirehouse or broker-dealer models. The firm serves 150+ advisors who collectively steward $7.3 billion to more than $8 billion in client assets, with a primary go-to-market focused on recruiting breakaway wirehouse advisors and acquiring or affiliating mid-market RIA firms (RVA Wealth Management, Black Oak Asset Management, Cambium Wealth Partners, Pierson Wealth Management).
The platform's core product is the ClickONE Command Center, launched in March 2026, an AI-driven operating system that consolidates CRM, financial planning, investment data, and client records into a single natural-language interface to eliminate "swivel-chair" inefficiencies. ClickONE integrates an ecosystem of third-party vendors — Snowflake for data, Wealth.com for CRM, Income Lab for planning, YCharts and Measured for analytics, AdvicePay for billing, iCapital for alternative investments, Bitwise for crypto model portfolios, and Zocks for agentic AI workflow automation — turning the platform into a hub for advisor workflows rather than a single application. RFG also operates the StrongHer Money sub-brand, focused on women investors, and is a finalist in seven categories at the 2026 Wealth Management Industry Awards.
RFG generates revenue primarily through recurring, AUM-based platform fees across its affiliated advisor network, supplemented by economics from wholly owned and majority-owned subsidiaries such as RVA Wealth Management. Distribution is sales-led, executed through direct platform onboarding, advisor-team recruiting, and acquisition-based growth, all domestically within the United States. The firm is privately held and backed by Long Ridge Equity Partners, which made a growth investment in August 2023, with additional strategic capital deployed in 2026 through a corporate investment in Zocks Communications' Series B.
RFG Advisory firmographics
Firmographics- Name
- RFG Advisory
- Legal name
- RFG Advisory
- Website
- https://rfgadvisory.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- RFG Advisory is a Birmingham, Alabama-based hybrid RIA platform serving 150+ independent financial advisors managing $7.3B–$8B+ in client assets, providing the ClickONE AI-driven operating system, technology integrations, and institutional-quality investment management that enable breakaway and succession-planning advisors to operate independent practices.
- Ownership category
- akta.pro rank
RFG Advisory industry classification
Industry- Product category
- Wealth Management Platform
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Hybrid Robo-Advisory Platforms (Advisor + Automation) (FSAGAEAB)
- akta.pro secondary industries
- Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward) (FSAAACAJ), Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK)
Keywords
Where RFG Advisory is headquartered
LocationHeadquarters
- HQ city
- Vestavia Hills
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
RFG Advisory business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- AUM-based platform fees: RFG Advisory generates revenue as a hybrid RIA platform managing assets for affiliated advisors. Revenue is derived from fees on assets under management across its advisor network.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
RFG Advisory product offering
Product offeringCore offering
RFG Advisory operates a hybrid RIA platform that furnishes an integrated technology and operational ecosystem to support independent financial advisors. Its flagship ClickONE Command Center is an AI-driven operating system consolidating CRM, planning tools, investment data, and client records, complemented by curated access to alternative investments (iCapital), crypto model portfolios (Bitwise), and agentic AI workflow automation (Zocks).
Product overview
RFG Advisory operates a hybrid RIA platform that provides independent financial advisors with a unified technology ecosystem. The core offering is the ClickONE Command Center platform, which consolidates planning, CRM, marketing, and operations into a single AI-driven operating system. The platform integrates with multiple third-party tools (Snowflake, Wealth.com, Income Lab, YCharts, Measured, AdvicePay, iCapital, Bitwise, Zocks) and offers alternative investments, crypto portfolios, and specialized programs like StrongHer Money for women investors. Advisors manage over $7.3-8 billion in assets through the platform.
Differentiator
Problem solved
Functional benefit
Brands
- ClickONE: AI-driven operating system for independent financial advisors that consolidates planning, CRM, marketing, and operations into a unified platform.
- StrongHer Money
Products and services
- ClickONE Command Center AI-driven operating system that consolidates fragmented systems for independent financial advisors into a unified platform. Uses natural-language prompts to surface client insights, portfolio data, and growth opportunities from a single interface, connecting CRM systems, planning tools, investment data, and client records to eliminate swivel-chair inefficiencies. Targeted at RFG's 150+ affiliated independent advisors.
Quantifiable outcome
- Advisors gain access to $1.2 trillion in alternative assets through iCapital integration
- +1 more outcomes
Companies that use RFG Advisory
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
RFG Advisory technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability7 records
Feature3 records
RFG Advisory partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- iCapitalcoreRFG Advisory partnered with iCapital to integrate alternative investment and structured product capabilities into its ClickONE platform. The integration provides single sign-on access to private equity, private credit, hedge funds, and structured investments. iCapital services nearly $1.2 trillion in assets globally and supports over 3,400 wealth management firms and 130,000 financial professionals.
- Technology Partner Ecosystem (Zocks, Snowflake, Wealth.com, Income Lab, YCharts, Measured, AdvicePay)coreRFG Advisory has forged technology partnerships with companies including Zocks, Snowflake, Wealth.com, Income Lab, YCharts, Measured, and AdvicePay to deliver hyper-personalized service at scale for independent financial advisors through its ClickONE platform.
- Bitwise Asset ManagementcoreBitwise Asset Management and RFG Advisory announced a partnership to offer diversified crypto model portfolios to RFG's 150+ advisors and their clients. The portfolios leverage Bitwise's research and specialist expertise to provide curated crypto access spanning broad 'Core' models and thematic options for different investor profiles and risk preferences.
- Pierson Wealth ManagementminorIvy Pierson launched Pierson Wealth Management on RFG Advisory's platform, overseeing more than $230 million in client assets through its unified operating system technology.
- Cambium Wealth PartnersminorCambium Wealth Partners, an Arizona-based advisory firm managing approximately $340 million, partnered with RFG Advisory to leverage its platform in technology, operations, and service delivery to support growth and expand client services.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
RFG Advisory competitors and assessment
Company assessmentDirect peers
- Focus Financial Partners: Large RIA aggregator that partners with independent wealth management firms under a partnership model. Directly comparable to RFG's advisor-affiliation, M&A-driven growth strategy, and platform/aggregator positioning.
- Cetera Financial Group: Multi-channel RIA platform serving independent financial advisors with technology, investment, and operational support. Closely mirrors RFG's hybrid RIA platform model and breakaway advisor focus.
- Advisor Group: Wealth management firm supporting thousands of independent advisors across multiple brands. Directly comparable as a hybrid RIA platform combining technology, investment management, and practice support for breakaway and independent advisors.
- Wealthspire Advisors: RIA platform combining organic and inorganic growth, providing independent advisors with technology, investment, and operational infrastructure. Comparable in scale, target market, and platform/aggregator approach to RFG.
- Hightower Advisors: RIA platform that partners with breakaway and independent advisors, providing technology, investment management, and M&A-driven growth. Directly comparable platform/aggregator model targeting breakaway advisors.
- Cambridge Investment Research: Independent broker-dealer and RIA platform serving a large network of independent advisors. Comparable business model offering technology, investment, and back-office support to affiliated advisors.
- Sanctuary Wealth: Wealth management platform built for elite breakaway advisors, providing technology, investment capabilities, and operational support. Closely matches RFG's focus on breakaway wirehouse advisors and platform aggregation.
- Carson Group: Wealth management firm serving independent financial advisors with technology, investment, and coaching support. Comparable hybrid RIA platform model serving independent and breakaway advisors.
- Mariner Wealth Advisors: National RIA platform serving independent and breakaway advisors with integrated technology, investment, and operational support. Comparable as a hybrid RIA platform with strong inorganic growth orientation.
Broad incumbents
- LPL Financial: Largest independent broker-dealer and RIA custodian supporting thousands of advisors. Comparable as a scaled, multi-channel platform serving independent and breakaway advisors with technology and investment capabilities.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
RFG Advisory social profiles
Digital presenceRFG Advisory financial estimates
Financial estimateRevenue estimate
Valuation estimate
RFG Advisory leadership team
Management profileNumber of profiles
Profiles8 records
RFG Advisory subsidiaries and ownership
Company hierarchySubsidiaries2 records
RFG Advisory funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RFG Advisory M&A and investment
M&A and investmentM&A1 record
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RFG Advisory
What does RFG Advisory do?
RFG Advisory operates a hybrid RIA platform that furnishes an integrated technology and operational ecosystem to support independent financial advisors. Its flagship ClickONE Command Center is an AI-driven operating system consolidating CRM, planning tools, investment data, and client records, complemented by curated access to alternative investments (iCapital), crypto model portfolios (Bitwise), and agentic AI workflow automation (Zocks).
Is RFG Advisory a public or private company?
RFG Advisory is a private company. It is classified as private equity controlled and is currently operating.
When was RFG Advisory founded?
RFG Advisory was founded in 2003. It employs 101 to 250 people.
Where is RFG Advisory based?
RFG Advisory is headquartered in Vestavia Hills, United States, in the North America region.
How does RFG Advisory make money?
One revenue line is on record: AUM-based platform fees.
Who are RFG Advisory's main competitors?
Direct peers on record are Focus Financial Partners, Cetera Financial Group, Advisor Group, Wealthspire Advisors, Hightower Advisors, Cambridge Investment Research, Sanctuary Wealth, Carson Group and Mariner Wealth Advisors. LPL Financial is listed as a broad incumbent.
Does RFG Advisory have an API?
No public API is recorded for RFG Advisory.
What industry is RFG Advisory in?
RFG Advisory's product category is Wealth Management Platform. Its primary akta.pro industry code is FSAGAEAB, Hybrid Robo-Advisory Platforms (Advisor + Automation), with a secondary code of FSAAACAJ, Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward). Its NAICS code is 523940 and its SIC code is 6282.