LifePlan Financial Advisors

What LifePlan Financial Advisors does

LifePlan Financial Advisors is a privately held independent registered investment advisor founded in 1997 and headquartered at 1 The Meadows Drive, Newnan, Georgia, operating with 1-10 employees. The firm delivers personalized financial planning, retirement planning, investment management, insurance advisory, and Social Security optimization services, with a stated specialization in serving women and families navigating life transitions, including widows, caregivers, blended families, business owners, and pre-retirees or retirees. Securities and investment advisory services are offered through Osaic Wealth, Inc. (member FINRA/SIPC), under which LifePlan operates as an independent advisor.

The firm's core technology consists of a "Personal Financial Website" client portal that consolidates account information with overnight updates and document storage, and a sub-brand product called $ymbil, a hybrid online investment management platform enabling small-account onboarding at a $500 minimum with online risk tolerance assessment, proprietary asset allocation models, portfolio monitoring, automatic rebalancing, and self-service fund transfers. An OnceHub-powered online scheduling system supports self-serve appointment booking across phone, in-person, and Zoom channels. The firm relies on a consultative sales motion with a free initial consultation and a structured multi-step financial planning process.

LifePlan generates revenue through three primary streams: (1) traditional AUM-based fees deducted directly from managed accounts, ranging from 1.25% per year for accounts under $500,000 to 0.75% per year for accounts between $1 million and $3 million (negotiable above $3 million); (2) project-based financial planning engagements priced at $1,500 for simple plans up to $5,000 for comprehensive plans; and (3) a monthly subscription coaching offering starting at $50 per month for clients without substantial investment assets. The firm is licensed to serve clients across 12 U.S. states with Georgia as the primary geography, and is led by founder and President Gwen Garrison alongside Operations Manager Amy Byars.

Name

LifePlan Financial Advisors

Legal name

LifePlan Financial Advisors, Inc.

Website

https://lifeplanfinancialadvisors.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

LifePlan Financial Advisors is an independent registered investment advisor in Newnan, Georgia, founded in 1997, providing financial planning, investment management, insurance, and Social Security optimization to women, families, and life-transition clients across 12 U.S. states, primarily in Georgia.

Ownership category

akta.pro rank

Product category

Personal Financial Advisory and Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Financial Planning–Led RIAs (FSAAACAB), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK)

Keywords

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

Headquarters

HQ city

Newnan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Assets Under Management (AUM) Fees: Traditional approach where clients pay a monthly investment assets under management fee deducted directly from managed accounts. Fees range from 1.25% per year for accounts under $500,000 to 0.75% per year for accounts of $1 million to $3 million. Fees for accounts over $3 million are negotiable. Personal Financial Advisor services can be included if the account generates sufficient fees.
2. Project-Based Financial Planning: Personal Financial Advisor services provided on a project cost basis. Cost estimated based on complexity of work and specific needs, approved by client before work begins. Most financial plans range from $1,500 for very simple plans to $5,000 for comprehensive projects. Custom estimates provided for very complex projects.
3. Monthly Subscription/Coaching: Monthly financial coaching fee billed directly to clients who prefer an agreed-upon monthly payment structure. Subscription starts as low as $50 per month for clients who need advice but do not have substantial investment accounts.
4. $ymbil Small Account Management: Online investment management platform for small accounts with very low costs and online access. Provides an 'incubator' option for very small accounts to get started with professional management.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

LifePlan Financial Advisors is an independent registered investment advisor that delivers personalized financial planning, retirement planning, investment management, insurance planning, and Social Security optimization services. Offerings are delivered through a structured consultative process (gather information, organize and discuss, present recommendations, implement, and review) and are supported by a Personal Financial Website client portal and the $ymbil online investment management platform for smaller accounts.

Product overview

LifePlan Financial Advisors offers a suite of financial advisory services primarily focused on women and families in Georgia. The core offering is Personal Financial Advisor Services, which integrates financial planning and retirement planning into one comprehensive strategy. Additional products include $ymbil, a hybrid online investment management platform for small accounts (starting at $500 minimum), Investment Management Services with tiered AUM-based fees, Insurance Planning (life, disability, long-term care), and Social Security Optimization. All clients receive access to a Personal Financial Website portal for account consolidation and document management. Services are available through project-based pricing ($1,500-$5,000), monthly subscription (from $50/month), or traditional AUM fee structure.

Differentiator

Problem solved

Functional benefit

Brands

• $ymbil: Online investment management platform designed to manage smaller accounts, allowing clients to open accounts with as little as $500, featuring risk tolerance measurement, proprietary asset allocation models, portfolio monitoring, automatic rebalancing, and online portal access

Products and services

• Personal Financial Advisor Services Comprehensive financial advisory service covering financial planning, retirement planning, investment guidance, Social Security optimization, and support through life transitions. Delivered via a structured seven-step planning process (gather information, organize and discuss, present recommendations, implement first steps, check progress, implement next steps, repeat). Available on a project-cost basis ($1,500-$5,000) or through an ongoing monthly subscription starting at $50/month, with all costs explained and approved by clients before work begins.
• $ymbil Online Investment Management Hybrid online investment management platform for smaller accounts, allowing clients to open accounts with as little as $500. Features include online risk tolerance measurement, proprietary asset allocation models, portfolio monitoring, automatic rebalancing, self-service transfers between bank and investment accounts, and online statements. Designed as an 'incubator' option for clients not yet ready for full AUM-based engagements.
• Investment Management Services Asset management service with AUM-based fees ranging from 1.25% per year for accounts under $500,000 to 0.75% per year for accounts of $1 million to $3 million, with negotiable fees for accounts above $3 million. Includes ongoing personal financial planning and advice for eligible accounts, and tax-managed portfolios for non-retirement accounts to minimize tax liability while keeping internal expenses low.
• Insurance Planning Services Comprehensive insurance advisory covering life insurance, disability insurance, and long-term care insurance. Services include policy recommendations, coverage analysis, and custom plan design for families and individuals.
• Social Security Optimization Advisory service that helps clients determine their optimal Social Security claiming strategy, implement it, and integrate it with their overall retirement plan. Available as part of Personal Financial Advisor services or as a separate, narrower-scope engagement.

Quantifiable outcome

• Financial plans range from $1,500 to $5,000 depending on complexity
• +1 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and supporting.

• Osaic Wealth, Inc.coreOthersSecurities and investment advisory services offered through Osaic Wealth, Inc., member FINRA/SIPC. LifePlan Financial Advisors operates as an independent advisor under this regulatory umbrella, providing clients with access to institutional-grade brokerage and custodial services while maintaining independence in investment recommendations.
• Amplify ReviewssupportingOthersPartnership with Amplify Reviews to implement a ratings and reviews program on their website. Amplify collects feedback from existing clients via email survey requests. All ratings are included in calculating average ratings, and the firm commits to publishing client feedback regardless of sentiment.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Personal Capital (Empower Personal Dashboard): A large hybrid digital advisory and personal financial dashboard platform combining free financial tools with paid advisory services. Comparable to LifePlan in pairing a client portal/aggregator experience with hybrid human + digital investment management.
• Edelman Financial Engines: One of the largest independent RIAs in the U.S., offering comprehensive financial planning, investment management, and retirement plan services. Comparable as a comprehensive financial planning-led RIA, though operating at vastly greater scale.
• Carson Wealth: A national wealth management firm offering holistic financial planning with strong emphasis on advisor education and client education content. Comparable to LifePlan in its education-led, relationship-based advisory approach and content-driven marketing.
• Mariner Wealth Advisors: A large national independent RIA providing comprehensive financial planning, investment management, and tax services to individuals and families. Comparable to LifePlan in offering integrated planning across investments, retirement, insurance, and tax.

Emerging players

• Betterment: A leading robo-advisor offering automated portfolios with optional access to CFP professionals. Comparable to LifePlan's $ymbil sub-brand in serving smaller accounts through automated online investment management with low minimums.
• Wealthsimple: A digital wealth management platform offering automated investing with access to human advisors on a tiered subscription basis. Comparable to LifePlan/$ymbil in offering low-minimum automated portfolios alongside human advisory access.

Others

• Savvy Ladies: A nonprofit providing free financial education and resources specifically for women. Comparable to LifePlan in its women-focused educational mission and target audience, though operating as an educational nonprofit rather than an advisory firm.
• Commonwealth Financial Network: An independent broker-dealer/RIA platform supporting hundreds of independent financial advisors nationwide. Comparable to LifePlan in providing the broker-dealer infrastructure (similar to LifePlan's Osaic Wealth relationship) that independent advisor practices rely on.

Direct peers

• Ellevest: A digital-first wealth management platform purpose-built for women, combining automated portfolio management with access to human financial planners. Closely comparable to LifePlan's women-focused positioning and hybrid digital/human service model.
• Facet Wealth: A flat-fee, virtual-first financial planning firm that serves clients across many U.S. states via CFP-led remote engagements. Comparable to LifePlan in offering subscription-based financial planning and a digital client experience rather than traditional AUM-only pricing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LifePlanFinancialAdvisorsInc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 LifePlan Financial Advisors