Advisors Excel

Independent Marketing Organization (IMO) / Financial Advisor Support Servicesadvisorsexcel.com

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

Independent Marketing Organization
Annuity distribution services
Wealth management platform
Advisor business coaching
Insurance marketing support

Where Advisors Excel is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Advisors Excel technology and API

Technology

Technology 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 signal

Partnerships

Seven partnerships are on record, tiered core.

Insurance Carriers (Annuities)coreChannel Partner/ Reseller/ DistributorPartnerships 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 ManagementcoreStrategic or Co-development PartnerAE 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 LifecoreStrategic or Co-development PartnerLife 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 SolutionscoreStrategic or Co-development PartnerHelps 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 ServicescoreChannel Partner/ Reseller/ DistributorBroker-dealer services providing registered representative support for advisors needing securities licensing and related services.
Madison Avenue Securities LLC (MAS)coreChannel Partner/ Reseller/ DistributorSecurities offered through Madison Avenue Securities LLC (MAS), member FINRA/SIPC. AE advisors can offer securities products through this partnership.
Top Advisor NetworkcoreStrategic or Co-development PartnerNetwork 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 assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Advisors Excel leadership team

Management profile

Number of profiles

Profiles13 records

Advisors Excel subsidiaries and ownership

Company hierarchy

Subsidiaries5 records

Advisors Excel funding detail

Funding detail

Funding 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 investment

M&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?

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.