Ameriprise Financial Services, LLC

What Ameriprise Financial Services, LLC does

Ameriprise Financial Services, LLC is a registered investment adviser and FINRA/SIPC-member broker-dealer headquartered in Minneapolis, Minnesota, and a wholly-owned operating subsidiary of Ameriprise Financial, Inc. (NYSE: AMP). The firm provides personalized financial planning, investment advisory, brokerage, insurance distribution (including RiverSource annuities), and banking products (through Ameriprise Bank, FSB and credit cards administered by Elan Financial Services) primarily to mass-affluent and high-net-worth individuals and families across the United States, supported by a network of thousands of affiliated financial advisors organized under the Ameriprise Franchise Group and Ameriprise Advisor Group, plus an institutional channel via the Ameriprise Financial Institutions Group (AFIG). It also partners with banks and credit unions to outsource their retail brokerage and advisory operations, exemplified by the February 2026 transition of Huntington Financial Advisors' ~260 advisors and nearly $28 billion in combined assets.

The company's core technology stack centers on a multi-channel digital platform that includes the ameriprise.com secure client portal and the Ameriprise Financial mobile app (rated 4.8/5 stars on app stores). Platform features include SSL encryption, mandatory multi-factor authentication, anomaly detection on login and transaction patterns, the OmniView multi-institution account aggregation tool, a secure message center for advisor-client communications, e-signature capabilities, and the Ameriprise Investment Research Group, which provides proprietary market and economic analysis from a team including Chief Market Strategist Anthony Saglimbene and Chief Economist Russell Price, CFA.

Ameriprise generates revenue through five primary streams: asset-based and flat-fee advisory fees, securities transaction commissions, insurance and annuity product distribution commissions, interest and fee income from banking and credit products, and revenue-sharing arrangements with institutional partners via AFIG. Distribution is dominantly sales-led through affiliated advisors supplemented by digital self-service and channel partnerships. The firm holds $1.6 trillion+ in assets under management, administration, and advisement and is ranked No. 230 on the Fortune 500 and No. 302 on the Forbes Global 2000.

Name

Ameriprise Financial Services, LLC

Legal name

Ameriprise Financial Services, LLC

Website

https://ameriprise.com

Company type

Public

Founded year

1894

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Ameriprise Financial Services, LLC is a Minneapolis-based registered investment adviser and broker-dealer subsidiary of Ameriprise Financial, Inc. (NYSE: AMP) that delivers personalized financial planning, investment advisory, brokerage, insurance, and banking products to U.S. mass-affluent and high-net-worth individuals through a national network of affiliated financial advisors and the AFIG institutional channel.

Ownership category

akta.pro rank

Product category

Wealth Management & Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523), Funds, Trusts, and Other Financial Vehicles (525)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

akta.pro secondary industry

Retirement Income Planning & Decumulation Advisory (FSAEABAD)

Keywords

• Financial planning
• Wealth management
• Investment advisory
• Retail brokerage
• Retirement planning

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory and Planning Fees: Ameriprise generates revenue through advisory fees charged to clients for personalized financial planning and investment advisory services. These fees may be based on assets under management (AUM), flat fees, or hourly arrangements depending on the service relationship.
2. Brokerage Commissions and Transaction Fees: Revenue is generated from commissions on securities transactions (stocks, bonds, mutual funds, variable annuities) executed through Ameriprise's brokerage platform. Additional transaction-based fees apply to specific account activities.
3. Insurance Products Distribution: Ameriprise distributes insurance products including life insurance and annuities (e.g., RiverSource annuities), earning commissions and fees on these products as part of its broader financial services offering.
4. Banking and Credit Products: Through Ameriprise Bank, FSB (a subsidiary), the firm offers deposit accounts, lending products, credit cards, and lines of credit, generating interest income and fee revenue.
5. Financial Institutions Channel (AFIG) Revenue Sharing: Ameriprise maintains revenue-sharing arrangements with bank and institutional partners (such as Huntington Bank) who outsource their broker-dealer operations to Ameriprise, generating ongoing revenue from referred client assets.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Ameriprise Financial Services, LLC provides personalized financial planning, investment advisory, brokerage, insurance, and banking services to U.S. households through a nationwide network of affiliated financial advisors and digital self-service channels (ameriprise.com and the Ameriprise Financial mobile app). The firm distributes retail investment products (mutual funds, variable annuities), administers RiverSource annuities, operates Ameriprise Bank, FSB for deposits and home lending, and issues Ameriprise Visa credit cards through its Elan Financial Services subsidiary.

Product overview

Ameriprise Financial Services, LLC operates a comprehensive financial services platform centered on personalized financial planning and investment advisory services. The core offering consists of the Ameriprise Financial App and the Ameriprise Secure Site (ameriprise.com), which provide account access, portfolio management, and advisor collaboration tools. Supporting products include Ameriprise ONE Financial Account (combining banking and investment), Ameriprise Bank, FSB products (checking, savings, CDs, home loans via Rocket Mortgage), Ameriprise Visa credit cards administered through Elan Financial Services, and RiverSource annuities. Key features include OmniView for consolidated external account viewing and the Ameriprise Retirement Profiles interactive quiz for retirement planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Personalized Financial Planning & Investment Advisory Services Advisor-led personalized financial planning and ongoing investment advisory services based on each client's specific goals, delivered through Ameriprise's affiliated financial advisor network. The offering covers retirement planning, wealth preservation, estate planning, tax optimization, and investment selection aligned to each client's risk tolerance.
• Brokerage Services Self-directed and advisor-assisted securities brokerage, including buying and selling stocks, bonds, mutual funds, variable annuities, and other investment products on transactional and fee-based arrangements.
• Ameriprise ONE Financial Account A combined financial account integrating banking and investment services with an accompanying debit card, offered to Ameriprise clients as a unified cash and investment relationship.
• Ameriprise Bank, FSB Deposit & Lending Products Banking products offered through Ameriprise Bank, FSB (a wholly-owned subsidiary), including checking accounts, savings accounts, certificates of deposit (CDs), and home lending through a partnership with Rocket Mortgage.
• Ameriprise Visa Credit & Debit Cards Ameriprise Visa Signature credit cards and Ameriprise Visa debit cards, administered through the Elan Financial Services subsidiary and offered to Ameriprise clients.
• RiverSource Annuities Annuity products, including those with guaranteed lifetime withdrawal benefit riders, offered through RiverSource, Ameriprise Financial's insurance subsidiary.
• Ameriprise Financial Institutions Group (AFIG) Broker-Dealer Outsourcing Channel program enabling banks and credit unions to outsource retail brokerage, investment advisory, and insurance distribution to Ameriprise. Partner banks receive Ameriprise's technology platform, planning tools, compliance framework, and investment solutions while their advisors deliver services to existing bank clients under multi-year revenue-sharing arrangements.

Quantifiable outcome

• 97% of Ameriprise clients feel their financial advisor cares about their ability to achieve goals
• +4 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature10 records

Partnerships

One partnership is on record.

• Huntington Bankflagship / majorChannel Partner/ Reseller/ Distributor · 6 February 2026Huntington Bank selected Ameriprise as its new provider for retail investment programs, transitioning oversight of its retail brokerage, investment advisory, and insurance services from its bank-owned Huntington Financial Advisors platform to Ameriprise's financial institutions channel (AFIG). Approximately 260 Huntington financial advisors gained access to Ameriprise's technology, planning tools, and investment solutions. The combined assets under the partnership amount to nearly $28 billion in advisory, brokerage, and insurance assets. The arrangement includes a revenue-sharing relationship with disclosed conflicts of interest, and Ameriprise characterized the partnership as a significant signal of platform traction, noting Huntington is one of the largest banks to outsource its broker-dealer to Ameriprise.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Edward Jones: Large US-focused advisor-led wealth management and financial planning firm with a national branch network delivering personalized advice. Closely matches Ameriprise's mass-affluent/HNW target market and dedicated financial advisor distribution model.
• LPL Financial: Independent broker-dealer and RIA custodian supporting a nationwide network of financial advisors serving mass-affluent and HNW clients. Closely comparable on advisor-led distribution, wealth advisory, and brokerage execution.
• Stifel Financial Corp. Diversified wealth management and investment banking firm with a large advisor-led retail wealth business targeting mass-affluent and HNW clients. Comparable on advisor distribution, full-service brokerage, and research-led investment offerings.
• Raymond James Financial: Diversified financial services holding company with a large wealth management division using an advisor-driven model targeting mass-affluent and HNW clients. Directly comparable to Ameriprise on customer segment, broker-dealer / RIA services, and investment product distribution.
• Wells Fargo Advisors: Broker-dealer and wealth management arm of Wells Fargo & Co. serving retail clients through financial advisors - similar advisor-led delivery model and mass-affluent target segments; comparable in product breadth including banking integration.
• Cetera Financial Group: Independent advisor-focused wealth management firm supporting affiliated financial advisors with brokerage, advisory, and insurance solutions. Shares Ameriprise's reliance on an independent-producer model targeting mass-affluent households.

Broad incumbents

• Fidelity Investments: One of the largest asset managers and brokerage firms, providing wealth advisory, retirement, brokerage, and banking products to individuals and institutions. Overlaps Ameriprise in managed accounts, retirement planning, and full-stack financial services.
• Charles Schwab: Large retail brokerage and wealth management firm offering self-directed and advisor-assisted services across mass-affluent and HNW segments. Comparable on investment advisory and brokerage execution; differs on self-directed emphasis.
• Morgan Stanley Wealth Management: Wealth management division of Morgan Stanley serving mass-affluent through UHNW clients via a financial advisor model and digital tools. Overlaps Ameriprise on retail wealth advisory but extends further up-market into institutional and ultra-high-net-worth wealth.
• Merrill Lynch Wealth Management (Bank of America): Bank of America's wealth management division, one of the largest advisor networks in the US providing investment, banking, and planning services. Comparable to Ameriprise on advisor model and integrated banking/wealth offerings, but part of a much larger parent institution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Ameriprise
• LinkedInlinkedin.com/company/ameriprise-financial-services-llc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 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 Ameriprise Financial Services, LLC