Diversify Advisor Network

What Diversify Advisor Network does

Diversify Advisor Network is a national, independent wealth management network operating as an SEC-registered investment advisor. Founded in 2000 and headquartered in Sandy, Utah, the firm serves two constituencies: individual clients seeking professional wealth management and independent financial advisors seeking affiliation infrastructure. The platform comprises two SEC-registered investment advisor entities—Diversify Advisory Services, LLC (DAS) and Diversify Wealth Management, LLC (DWM)—alongside a distribution arrangement with DFPG Investments, LLC, a FINRA/SIPC member broker-dealer that handles securities execution. Together these form a multi-platform affiliation model that includes a traditional independent-advisor channel and an employee-affiliation model through DWM, the latter enabling advisors to monetize their practices and gain equity participation in the network.

The firm generates revenue through two primary streams: recurring investment advisory fees on assets under management (charged through DAS and DWM) and transaction-based fees on securities routed through DFPG Investments. Pricing is not publicly disclosed; specific fee schedules would reside in Form ADV Part 2A and client agreements. As of 01/01/26, the network reports $12.2B+ in assets under management and administration, supported by 185+ financial professionals and 100+ support staff (285+ total). Distribution is primarily indirect via the affiliated advisor network, supplemented by direct client engagement through the corporate website and standard social channels (LinkedIn, Facebook, YouTube).

Growth over 2024 was driven materially by inorganic expansion. In January 2024 the firm acquired three Utah-based wealth management firms (Caliber Wealth Management, FirstPurpose Wealth, and a third firm) overseeing approximately $2.1 billion in assets, lifting total AUM to over $7 billion, and concurrently launched Diversify Wealth Management as its employee-affiliation platform. In April 2024 the firm acquired Key Advisors Wealth Management. No external funding rounds, institutional investors, or public-ownership signals are disclosed; ownership commentary describes a privately held, management-led entity.

Name

Diversify Advisor Network

Legal name

Diversify Advisory Services, LLC

Website

https://joindiversify.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Diversify Advisor Network is an independent, SEC-registered wealth management network serving individual clients nationwide through 185+ affiliated financial professionals, operating a multi-platform affiliation model with $12.2B+ in assets under management and administration as of January 2026.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523), Investment Banking and Securities Intermediation (523150)

SIC

Security Brokers, Dealers & Flotation Companies (6211), Investment Advice (6282)

akta.pro primary industry

Independent Broker-Dealer / Registered Representative Networks (FSAEACAG)

akta.pro secondary industries

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB), Investment & Wealth Introducers (RIA/Private Wealth Referrals) (FSAEAMAC), Affiliate Marketing & Partner Networks (BPAMALAI), Corporate Development & Strategic Partnerships Advisory (JVs, Alliances, Carve-outs) (BPAHAOAG)

Keywords

• Registered investment advisor
• Wealth management network
• Advisor affiliation services
• Broker-dealer services
• Financial advisory platform

Headquarters

HQ city

Sandy

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Investment Advisory Services: Investment advisory services offered through investment advisor representatives of Diversify Advisory Services, LLC (DAS) and Diversify Wealth Management, LLC (DWM), both SEC registered investment advisors.
2. Securities Trading: Securities offered through registered representatives of DFPG Investments, LLC, member FINRA/SIPC.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Diversify Advisor Network is a national, full-service, independent registered investment advisor and broker-dealer network that delivers wealth management services through affiliated financial advisors. It operates a multi-platform affiliation model offering both traditional advisory affiliation through Diversify Advisory Services, LLC (DAS) and an employee-affiliation model through Diversify Wealth Management, LLC (DWM), with securities transactions executed through partner DFPG Investments, LLC (FINRA/SIPC member).

Product overview

Diversify Advisor Network operates as a unified wealth management platform comprising Diversify Advisory Services, LLC (DAS) and Diversify Wealth Management, LLC (DWM), both SEC registered investment advisors. DAS serves as the core investment advisory entity providing institutional-caliber support and resources, while DWM offers an employee-affiliation model enabling advisors to monetize and gain equity. Securities services are provided through DFPG Investments, LLC, a FINRA/SIPC member broker-dealer. Together, these entities form a multi-platform affiliation model serving financial advisors across the United States, offering diversified affiliation options including both traditional advisory and employee-affiliation models.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Advisory Services (Diversify Advisory Services, LLC — DAS) SEC-registered investment advisory services offered through Diversify Advisory Services, LLC (DAS). Provides institutional-caliber support and innovative resources to affiliated financial advisors, who in turn deliver personalized wealth management — building, managing, and protecting wealth — to individual clients.
• Diversify Wealth Management (Diversify Wealth Management, LLC — DWM) SEC-registered investment advisor operating under an employee-affiliation model. Enables affiliated financial advisors to monetize and gain equity in the network while accessing institutional-caliber support and resources, complementing the traditional advisory affiliation offered through DAS.
• Securities Brokerage Services (via DFPG Investments, LLC) Securities brokerage services provided through registered representatives of DFPG Investments, LLC (member FINRA/SIPC). Complements the investment advisory offerings of DAS and DWM by enabling execution of securities transactions for clients served by affiliated advisors.

Quantifiable outcome

• $12.2B+ Assets Under Management & Administration
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• DFPG Investments, LLCcoreChannel Partner/ Reseller/ DistributorSecurities offered through registered representatives of DFPG Investments, LLC, member FINRA/SIPC. This is a critical distribution partnership for securities transaction services.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• LPL Financial: LPL Financial is the largest independent broker-dealer and RIA custodian in the U.S., serving thousands of financial advisors with affiliation, technology, and compliance support. It is the most direct comparison to Diversify's independent advisor network model, with materially greater scale.
• Cetera Financial Group: Cetera is a leading independent broker-dealer and RIA network serving thousands of advisors across multiple affiliation brands. Its multi-brand, multi-affiliation structure closely mirrors Diversify's DAS/DWM dual-platform approach.
• Cambridge Investment Research: Cambridge is one of the largest independent broker-dealers in the U.S., providing affiliation, technology, and practice management support to independent financial advisors. Directly comparable to Diversify's advisor affiliation model.
• Advisor Group: Advisor Group operates a network of independent wealth management firms serving thousands of advisors across multiple brand affiliations. Its multi-brand IBD structure parallels Diversify's multi-platform affiliation strategy.
• Commonwealth Financial Network: Commonwealth is an independent broker-dealer and RIA serving thousands of advisors nationally with affiliation, technology, and back-office support. Comparable to Diversify in target market and affiliation model.
• Kestra Financial: Kestra Financial operates independent broker-dealer and RIA channels serving financial advisors across the U.S. Its multi-channel affiliation model and PE-backed growth strategy are directly comparable to Diversify's positioning.

Broad incumbents

• Raymond James Financial Services: Raymond James operates a large independent broker-dealer channel serving thousands of advisors nationally, alongside its broader wealth management and investment banking businesses. Comparable to Diversify as an IBD channel player but operating at significantly greater scale.

Emerging players

• Mariner Wealth Advisors: Mariner is a national RIA built through aggressive acquisition of independent advisory firms, offering advisor equity participation. Comparable to Diversify's acquisition-led growth strategy and DWM equity-participation model.
• Focus Financial Partners: Focus is a leading RIA aggregator partnering with independent wealth management firms and offering advisor equity participation. Directly comparable to Diversify's acquisition-led growth and equity-affiliation model, though operating at much greater scale.
• Wealth Enhancement Group: Wealth Enhancement Group is an independent wealth management firm built primarily through acquisition of RIAs across the U.S. Comparable to Diversify in M&A-driven growth strategy and target advisor demographic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCb816aozulNS-zvrT69Dl1w
• Facebookfacebook.com/DiversifyInc
• LinkedInlinkedin.com/company/diversify-inc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Diversify Advisor Network