What IAG Wealth Partners does

IAG Wealth Partners, LLC is an independent, privately held registered investment advisor founded in 1985 and headquartered in Waukesha, Wisconsin, with a secondary office in Janesville. The firm delivers holistic financial planning and wealth management services—spanning investment management, retirement planning, succession and estate planning, charitable giving coordination, and tax-efficient strategies—primarily to high-net-worth individuals and families, business owners, pre-retirees/retirees, and multi-generational families in Wisconsin and adjacent Illinois markets. A $1,000,000 relationship minimum applies to senior advisors such as Christopher W. Mitchell, indicating a deliberate HNW positioning. Lori A. Watt (Founder, President, and CEO) leads a bench of 14+ credentialed advisors (CFP®, CFA®, CRPC®, CDFA®) and operates alongside Managing Partner Christopher W. Mitchell, CIO Scott D. Heins, and other partners holding long tenures with the firm.

Revenue is generated through a mix of recurring investment advisory fees, securities commissions transacted through broker-dealer LPL Financial, and professional financial planning fees, making the firm both fee- and commission-based. Client servicing is delivered face-to-face via dedicated advisors across two Wisconsin offices, supplemented by weekly blog content, market commentary, videos, seminars, and community events. Distribution relies on organic referrals, community engagement, an IAG Charitable Foundation, and a paid-referral agreement with Great Midwest Bank. Securities custody and trading infrastructure are provided by LPL Financial.

The underlying technology stack is operational rather than proprietary: the WealthVision Dashboard offers real-time client asset monitoring and planning tools, Portfolio GPS provides educational seminars and scheduled portfolio reviews, and the broader platform leverages LPL Financial's custody and account management infrastructure. The firm holds privacy compliance tooling (TrustArc) and accessibility tooling (AudioEye) and maintains SEC RIA registration under Regulation S-P and GLBA, with GDPR and CCPA compliance for relevant data subjects.

Name

IAG Wealth Partners

Legal name

IAG Wealth Partners, LLC

Website

https://iagwealthpartners.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

IAG Wealth Partners is an independent registered investment advisor founded in 1985, providing holistic financial planning, investment management, retirement, succession, and estate planning services to high-net-worth individuals, families, and business owners across Wisconsin, operating through two offices and a LPL Financial custody relationship.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industry

Private Banking & UHNW Wealth Advisory (FSAEABAC)

Keywords

• Wealth management services
• Financial planning advisory
• Retirement planning services
• Investment advisory
• Estate succession planning

Headquarters

HQ city

Janesville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Fees: Fee-based wealth management and investment advisory services provided to clients. The firm operates as a registered investment advisor acting in a fiduciary capacity.
2. Securities Commissions: Securities offered through LPL Financial, generating commission-based revenue on investment transactions.
3. Financial Planning Services: Comprehensive financial planning services including retirement planning, succession planning, and charitable giving strategies.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

IAG Wealth Partners delivers independent, fee-based wealth management and financial planning services to individuals, families, and business owners. Offerings span investment advisory, retirement planning, estate and succession planning, charitable giving strategies, and ongoing portfolio monitoring, supported by the WealthVision Dashboard and Portfolio GPS programs. Securities transactions are executed through LPL Financial as the broker-dealer and custodian.

Product overview

IAG Wealth Partners offers a comprehensive suite of wealth management services built around a holistic financial planning approach. The core offerings include the WealthVision Dashboard (a real-time asset monitoring and planning platform) and Portfolio GPS (educational seminars and portfolio reviews). The company provides four key service areas: Building Wealth (strategic investing for growth), Building Toward Retirement (pre-retirement guidance), Managing Wealth in Retirement (ongoing retirement support), and Succession Planning (legacy preservation). These services are delivered through a personalized approach combining Objective Advice (fiduciary-based guidance), Comprehensive Wealth Management (full financial planning), and Investment Management (portfolio strategy). All services operate through the registered investment advisor IAG Wealth Partners, LLC, with securities offered through LPL Financial.

Differentiator

Problem solved

Functional benefit

Products and services

• Building Wealth Strategic investment services focused on growing client assets with intention and long-term purpose for individuals and families.
• Building Toward Retirement Retirement preparation guidance helping clients balance growth and risk as they approach retirement.
• Managing Wealth in Retirement Ongoing support for retirees addressing lifestyle needs, giving goals, and evolving financial requirements.
• Succession Planning Wealth transfer planning services designed to preserve client legacies and ensure smooth generational wealth transitions.
• WealthVision Dashboard A comprehensive dashboard providing real-time asset monitoring, planning tools, and security features for clients to track their financial portfolios.
• Portfolio GPS An educational and review service providing seminars, newsletters, and regularly scheduled portfolio reviews to help clients stay informed about their investments.
• Objective Advice Fiduciary-based financial investment advice focused on acting in clients' best interests with objectivity.
• Comprehensive Wealth Management Full-spectrum financial planning services providing balanced and comprehensive plans to help clients pursue their dreams and financial goals.
• Investment Management Personalized investment strategy formulation and portfolio management tailored to individual client needs and risk profiles.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• LPL FinancialcoreChannel Partner/ Reseller/ DistributorSecurities offered through LPL Financial, a registered broker-dealer and member FINRA/SIPC. LPL provides custody services and trading platform for client accounts.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mercer Advisors: National independent RIA providing comprehensive wealth management, estate, tax, and succession planning to HNW individuals and families. Comparable as an independent, fee-based RIA targeting HNW and business-owner segments with holistic planning and an aggressive growth-via-acquisition strategy.
• Creative Planning: One of the largest independent RIAs in the U.S., offering comprehensive wealth management, investment advisory, retirement, estate, and tax planning to HNW clients nationwide. Comparable as an independent, holistic, fee-based RIA with a fiduciary model targeting the same HNW persona, though at vastly greater scale and with national reach.
• Cetera Financial Group: Independent broker-dealer and RIA platform supporting independent financial advisors with wealth management, retirement, and planning services for HNW clients. Comparable as a platform-supported independent RIA serving HNW individuals with a holistic planning model, with overlapping LPL-like infrastructure provider role.
• Mariner Wealth Advisors: Large independent RIA providing comprehensive wealth planning, investment management, retirement, and succession planning to HNW individuals and families. Highly comparable as an independent, fee-based RIA targeting HNW and business owner segments with a holistic planning model, though operating nationally and at far greater scale.
• Edward Jones: National financial services firm with a large branch-based advisor network providing wealth management, retirement, and financial planning to individuals and families across the U.S., including the Midwest. Comparable as a community-rooted, advisor-led wealth management practice serving HNW households with holistic planning, though at vastly greater scale.
• Commonwealth Financial Network: Independent broker-dealer and RIA supporting independent financial advisors with comprehensive wealth management, investment, and planning services. Comparable as an independent RIA platform serving HNW individuals with holistic planning, and a direct LPL competitor on the broker-dealer/affiliation side.

Broad incumbents

• Ameriprise Financial: Large diversified financial services company with a substantial independent advisor channel offering wealth management, retirement, and financial planning to HNW households. Comparable as a wealth advisory franchise serving HNW clients with a holistic financial planning approach, though with national scale and a captive advisor model.
• Northwestern Mutual Wealth Management: Milwaukee-based financial services firm with a large wealth management and investment advisory practice serving HNW individuals and business owners in Wisconsin and beyond. Overlaps significantly on HNW wealth, retirement, and succession planning, with a Wisconsin headquarters like IAG but operating on a national scale.
• Robert W. Baird & Co. Milwaukee-headquartered regional broker-dealer and wealth manager with a substantial Wisconsin private wealth management practice serving HNW individuals and families. Directly comparable as a Wisconsin-anchored HNW advisor serving overlapping Milwaukee-area clientele, though much larger and offering institutional services beyond IAG's scope.
• Stifel Financial: Large diversified wealth management and investment banking firm with a significant private wealth management practice serving HNW individuals and business owners nationwide. Comparable on wealth management, retirement, and succession planning for HNW households, with much greater scale and an in-house broker-dealer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/IAGWaukesha
• YouTubeiagwealthpartners.com/y
• Facebookfacebook.com/IAGWealthPartners
• LinkedInlinkedin.com/company/investors-advisory-group

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about IAG Wealth Partners