Advisors Excel
- Company typePrivate
- Founded2005
- HeadquartersTopeka, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
Advisors Excel firmographics
Firmographics- Name
- Advisors Excel
- Legal name
- Advisors Excel, LLC
- Website
- https://advisorsexcel.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Advisors Excel industry classification
Industry- Product category
- Independent Marketing Organization (IMO) / Financial Advisor Support Services
- NAICS
- Portfolio Management and Investment Advice (523940), Marketing Consulting Services (541613)
- SIC
- Insurance Agents, Brokers & Service (6411), Investment Advice (6282)
- akta.pro primary industry
- Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)
- akta.pro secondary industries
- Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA), Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG)
Keywords
Where Advisors Excel is headquartered
LocationHeadquarters
- HQ city
- Topeka
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Advisors Excel business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Insurance & Annuity Products: Advisors Excel operates as an IMO earning commissions from insurance and annuity products distributed through its network of independent advisors. The company partners with multiple carriers to offer annuities, life insurance, and other financial products.
- Recurring Revenue Strategies: The company emphasizes recurring revenue strategies for advisors including wealth management services, Medicare solutions, and ongoing client relationships that generate repeat business.
- AE Wealth Management: Registered Investment Advisers and Investment Adviser Representatives receive full-suite investing solutions and asset management platform access, generating advisory fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Partnership programs with tiered support based on advisor production goals |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Advisors Excel product offering
Product offeringCore offering
Advisors Excel operates as an Independent Marketing Organization (IMO) providing independent financial advisors with a comprehensive platform spanning four core product divisions: Annuities, Life Insurance, Wealth Management, and Medicare Solutions. The company supplements these with in-house Creative Services, IT/Advisors Tech, Compliance support, Elite Coaching, Advisor Masterminds, and a proprietary Salesforce-based CRM (Advisors Command). Services are delivered through tiered Advisor Success Tracks (Optimize, Scale, CEO) tailored to advisors at different production stages.
Product overview
Advisors Excel operates as IMO+ (Independent Marketing Organization Plus), a comprehensive platform built around four core divisions: Annuities, Life Insurance, Wealth Management, and Medicare Solutions, supplemented by Creative Services, IT/Advisors Tech, and Compliance support. The platform offers advisors a modular suite of products and services including annuity products through AE Annuities, life insurance through AE Life, investment management through AE Wealth Management (RIA/IAR platform), Medicare solutions through AE Medicare Solutions, and marketing/creative services through AE Creative Services. Key technology enablers include Advisors Command (proprietary Salesforce CRM), Elite Coaching, Advisor Masterminds, and event programs like The Journey. The company also provides regulatory infrastructure through AE Financial Services (FINRA/SIPC member) and technology support through IT/Advisors Tech. The offering is structured around Advisor Success Tracks (Optimize, Scale, CEO) that cater to advisors at different growth stages.
Differentiator
Problem solved
Functional benefit
Brands
- AE Wealth Management: Full suite of investing solutions and asset management platform for Registered Investment Advisers and Investment Adviser Representatives.
- AE Financial Services
- AE Medicare Solutions
- AE Life
- AE Marketplace
- IMO+
Products and services
- IMO+ (Independent Marketing Organization Plus) Platform Core platform and brand of Advisors Excel offering comprehensive support services for independent financial advisors including annuities, life insurance, wealth management, Medicare solutions, creative services, IT, and compliance support.
- AE Annuities
Quantifiable outcome
- 77% production increase in Year 1, 94% by Year 3, 35% by Year 5+ for 2020 advisor class
- +5 more outcomes
Companies that use Advisors Excel
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Advisors Excel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature3 records
Advisors Excel partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Insurance Carriers (Annuities)corePartnerships with a wide range of annuity carriers to help advisors tailor recommendations to clients' unique retirement needs. AE provides coach support and vetted solutions.
- AE Wealth ManagementcoreAE Wealth Management provides Registered Investment Advisers and Investment Adviser Representatives with full-suite investing solutions and asset management platform. Provides marketing, operations, technology and portfolio management support.
- AE LifecoreLife insurance subsidiary helping advisors incorporate life insurance conversations into retirement planning. Addresses tax-free death benefits, cash accumulation, legacy planning, and long-term care needs.
- AE Medicare SolutionscoreHelps advisors stand out by addressing retirees' common health concerns as they approach age 65. Generates new leads, creates residual income, and finds cross-sell opportunities.
- AE Financial ServicescoreBroker-dealer services providing registered representative support for advisors needing securities licensing and related services.
- Madison Avenue Securities LLC (MAS)coreSecurities offered through Madison Avenue Securities LLC (MAS), member FINRA/SIPC. AE advisors can offer securities products through this partnership.
- Top Advisor NetworkcoreNetwork of top-performing AE advisors who share best practices, mentor others, and model success strategies. Includes Hall of Fame producers and thought leaders like John Maxwell, Vern Harnish.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Advisors Excel competitors and assessment
Company assessmentDirect peers
- Cetera Financial Group: Cetera is a large independent advisor support firm combining wealth management, broker-dealer, and insurance distribution; it competes with AE for the same independent advisor recruiting motion.
- Cambridge Investment Research: Cambridge is one of the largest independent advisor support platforms, offering advisor services, wealth management, and insurance/annuity solutions — a directly comparable hybrid RIA/BD/IMO business.
- DMI (Diversified Member Insurance): DMI is an IMO/FMO distributing annuities and insurance products to independent agents with coaching and back-office support, directly comparable to AE's IMO+ model.
- Global Retirement Partners: Global Retirement Partners is an LPL-affiliated OSJ focused on retirement-income and annuity distribution to independent advisors, overlapping AE's annuities and retirement-income focus.
- Independent Financial Group (IFG): IFG is a privately held independent broker-dealer/insurance marketing organization supporting independent advisors with annuities, life insurance, and wealth management — a near-analog IMO/BD hybrid.
- Creative One: Creative One is a closely held IMO/FMO providing annuities, life insurance, and practice-building support to independent financial advisors, with a similar multi-product distribution and coaching model to Advisors Excel.
Emerging players
- Edelman Financial Engines: Edelman Financial Engines is a large national RIA platform; while more captive in distribution, it represents the integrated financial-planning + asset-management stack that AE Wealth Management competes against in the broader RIA market.
Broad incumbents
- Advisor Group: Advisor Group is a large wealth-management platform supporting thousands of independent RIAs and advisors with insurance, annuity, and practice solutions — a broader incumbent competing in the same recruiting pool.
- LPL Financial: LPL is the largest U.S. independent advisor broker-dealer and RIA custodian, providing a broad wealth-management, insurance, and technology platform that overlaps with AE's full-stack offering at much greater scale.
- Focus Financial Partners: Focus is a publicly listed consolidator of independent RIAs and wealth-management firms; it competes for advisor talent and represents the PE-backed scale model that AE's independence is positioned against.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Advisors Excel social profiles
Digital presenceAdvisors Excel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Advisors Excel leadership team
Management profileNumber of profiles
Profiles13 records
Advisors Excel subsidiaries and ownership
Company hierarchySubsidiaries5 records
Advisors Excel funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Advisors Excel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Advisors Excel
What does Advisors Excel do?
Advisors Excel operates as an Independent Marketing Organization (IMO) providing independent financial advisors with a comprehensive platform spanning four core product divisions: Annuities, Life Insurance, Wealth Management, and Medicare Solutions. The company supplements these with in-house Creative Services, IT/Advisors Tech, Compliance support, Elite Coaching, Advisor Masterminds, and a proprietary Salesforce-based CRM (Advisors Command). Services are delivered through tiered Advisor Success Tracks (Optimize, Scale, CEO) tailored to advisors at different production stages.
Is Advisors Excel a public or private company?
Advisors Excel is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Advisors Excel founded?
Advisors Excel was founded in 2005. It employs 501 to 1,000 people.
Where is Advisors Excel based?
Advisors Excel is headquartered in Topeka, United States, in the North America region.
How does Advisors Excel make money?
Three revenue lines are on record. Insurance & Annuity Products are the primary driver. The others are recurring Revenue Strategies and AE Wealth Management.
Who are Advisors Excel's main competitors?
Direct peers on record are Cetera Financial Group, Cambridge Investment Research, DMI (Diversified Member Insurance), Global Retirement Partners, Independent Financial Group (IFG) and Creative One. Edelman Financial Engines is listed as an emerging player. Broad incumbents are Advisor Group, LPL Financial and Focus Financial Partners.
Does Advisors Excel have an API?
No public API is recorded for Advisors Excel.
What industry is Advisors Excel in?
Advisors Excel's product category is Independent Marketing Organization (IMO) / Financial Advisor Support Services. Its primary akta.pro industry code is FSAAACAI, Insurance-Integrated Wealth Managers (RIA + Insurance Solutions), with a secondary code of FSAAACAA, Comprehensive/Full-Service RIAs & Independent Wealth Managers. Its NAICS code is 523940 and its SIC code is 6411.