HORAN
HORAN is a Cincinnati-based, privately-held financial services firm founded in 1948 that provides estate and business planning, employee benefits consulting, and wealth management to individuals, families, and employer clients across the U.S. Midwest.
- Company typePrivate
- Founded1948
- HeadquartersCincinnati, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What HORAN does
HORAN is a Cincinnati-based private financial services firm founded in 1948, specializing in estate and business planning, employee benefits consulting, and wealth management. The firm operates under affiliated entities including HORAN Wealth LLC and HORAN Capital Advisors, providing integrated advisory services to individuals, families, and employer clients across multiple financial workstreams. Its offerings combine personal financial planning (estate/business), corporate benefits consulting, and institutional-style investment advisory, and it maintains a public quarterly investor letter program under the Capital Advisors brand that reports on equity-market performance, earnings outlook, and geopolitical risk.
The firm is mid-sized (101–250 employees), privately held, and focused on the U.S. Midwest. There is no public disclosure of revenue, ownership structure, or backing investors in the source material. Inputs described HORAN Wealth LLC primarily through its 13F institutional holdings — notably a disclosed long position in ExxonMobil Corporation — rather than through its core service business, indicating that institutional investment management is a material component of overall activity even though estate planning and benefits consulting are flagged as the headline services.
Source coverage is thin: no customer logos, headcount trend, contract wins, product launches, technology stack, or pricing model are disclosed. The single named product is the HORAN Capital Advisors Quarterly Investor Letter (Spring 2026 edition), which delivers market commentary rather than a transactable product. Consequently, this assessment relies heavily on inferred industry benchmarks for advisory firms of comparable size and tenure rather than on confirmed company-level metrics.
HORAN firmographics
Firmographics- Name
- HORAN
- Website
- https://horanassoc.com
- Company type
- Private
- Founded year
- 1948
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- HORAN is a Cincinnati-based, privately-held financial services firm founded in 1948 that provides estate and business planning, employee benefits consulting, and wealth management to individuals, families, and employer clients across the U.S. Midwest.
- Ownership category
- akta.pro rank
HORAN industry classification
Industry- Product category
- Financial Advisory and Consulting Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Financial Planning–Led RIAs (FSAAACAB)
- akta.pro secondary industry
- Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)
Keywords
Where HORAN is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Markets served
HORAN business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
HORAN product offering
Product offeringCore offering
HORAN is a financial advisory and consulting firm that delivers estate planning, business planning, employee benefits consulting, and wealth management services. The firm operates affiliated entities including HORAN Wealth LLC (institutional investment management, including SEC 13F-filed equity portfolios) and HORAN Capital Advisors (market commentary and investment outlook via quarterly investor letters).
Product overview
HORAN Capital Advisors is a wealth management firm that provides investment advisory services through quarterly investor letters and market analysis. The firm offers investment insights including market performance commentary, earnings projections, and geopolitical risk assessments for investors.
Differentiator
Problem solved
Functional benefit
Products and services
- Estate Planning Services
Companies that use HORAN
Customer profileIdeal customer profiles2 records
HORAN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HORAN partnerships and signals
Strategic signalRecent moves2 records
HORAN competitors and assessment
Company assessmentBroad incumbents
- HUB International: HUB is a large North American insurance brokerage with significant employee benefits and wealth-adjacent advisory capabilities. While broader in scope than HORAN, it competes for the same mid-market employer benefits and high-net-worth personal lines clients.
- USI Insurance Services: USI is a large insurance brokerage with employee benefits, personal lines, and wealth-adjacent services. It targets the same mid-market employer and executive benefits clients as HORAN's benefits practice.
- Cetera Financial Group: Cetera is a large network of independent advisors and RIAs providing wealth, retirement, and financial planning services. It competes for HORAN's advisor recruiting pipeline and HNW client wallet.
- Focus Financial Partners: Focus is a partnership platform for RIAs and wealth management firms. Many of its partner firms — like HORAN — are mid-sized RIAs offering wealth, retirement, and estate planning; Focus represents the aggregator channel competing for HORAN's advisor talent and clients.
- Mercer: Mercer is a global consulting firm with deep employee benefits, retirement, and wealth advisory practices. It competes for HORAN's mid- to large-employer benefits consulting business and brings substantially greater scale.
- Northwestern Mutual: Northwestern Mutual combines insurance, wealth management, and financial planning with a strong advisor-network model. It competes for HORAN's HNW planning, retirement, and estate clients through a much larger field force.
- Brown & Brown: Brown & Brown is a national insurance and risk management broker with a growing employee benefits and wealth advisory footprint. It competes with HORAN's benefits consulting line and offers an aggregator exit path for advisory firms.
- Mariner Wealth Advisors: Mariner is a national RIA with HNW-focused wealth, tax, estate, and retirement plan advisory practices. It competes for the same estate/business planning and wealth management client base HORAN serves, with substantially greater geographic reach.
Regional players
- AssuredPartners: AssuredPartners is a national insurance brokerage with strong employee benefits capabilities and a regional rollup strategy. It competes with HORAN for mid-market employer benefits clients, particularly in the Midwest.
Direct peers
- OneDigital: OneDigital combines employee benefits consulting with wealth management and retirement services, closely mirroring HORAN's bundled advisory model. Both firms target mid-market employers and HNW individuals with a multi-practice service stack.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
HORAN social profiles
Digital presenceHORAN financial estimates
Financial estimateRevenue estimate
Valuation estimate
HORAN leadership team
Management profileNumber of profiles
Profiles1 record
HORAN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HORAN 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 HORAN
What does HORAN do?
HORAN is a financial advisory and consulting firm that delivers estate planning, business planning, employee benefits consulting, and wealth management services. The firm operates affiliated entities including HORAN Wealth LLC (institutional investment management, including SEC 13F-filed equity portfolios) and HORAN Capital Advisors (market commentary and investment outlook via quarterly investor letters).
When was HORAN founded?
HORAN was founded in 1948. It employs 101 to 250 people.
Where is HORAN based?
HORAN is headquartered in Cincinnati, United States, in the North America region.
Who are HORAN's main competitors?
Broad incumbents on record are HUB International, USI Insurance Services, Cetera Financial Group, Focus Financial Partners, Mercer, Northwestern Mutual, Brown & Brown and Mariner Wealth Advisors. AssuredPartners is listed as a regional player. OneDigital is listed as a direct peer.
Does HORAN have an API?
No public API is recorded for HORAN.
What industry is HORAN in?
HORAN's product category is Financial Advisory and Consulting Services. Its primary akta.pro industry code is FSAAACAB, Financial Planning–Led RIAs, with a secondary code of FSAAACAI, Insurance-Integrated Wealth Managers (RIA + Insurance Solutions). Its NAICS code is 523940 and its SIC code is 6282.