Brookstone Capital Management
Brookstone Capital Management is a privately held SEC-registered RIA and Turnkey Asset Management Platform (TAMP+) serving 700+ independent financial advisors across all 50 states with $12.75B+ in AUM, providing integrated technology, investment management, compliance, training, and marketing services.
- Company typePrivate
- Founded2006
- HeadquartersWheaton, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Brookstone Capital Management does
Brookstone Capital Management, LLC is an SEC-registered investment advisor founded in 2006 and headquartered in Wheaton, Illinois, operating as a Turnkey Asset Management Platform (TAMP+). The firm serves independent financial advisors across all 50 states through an integrated platform that combines the proprietary Advisor Portal (client management, account administration, prospect tracking, trading, billing, and performance reporting), an open-architecture investment platform featuring CFA-designed RAISE Core Models and a flexible roster of investment options (ETFs, mutual funds, stocks, bonds, structured products, managed portfolios), and custodial integrations with Schwab, TD Ameritrade, Fidelity, and Orion. Adjacent service modules include the PASS training series, the Retirement Wealth Academy for advisor marketing and lead generation, financial planning support, and full-scope compliance oversight with E&O insurance. The firm also distributes proprietary ETFs, including the Brookstone Ultra-Short Bond ETF (BAMU) and a suite of Innovator Buffer ETFs.
Brookstone generates revenue primarily through recurring asset management and platform fees charged to affiliated advisors based on assets under management, supplemented by technology and back-office service fees. As of December 2025, the firm reports $12.75B+ in AUM, supports 700+ advisors, services 80,000+ client accounts, and employs between 251 and 500 staff. The customer base is segmented primarily toward independent RIAs seeking to scale, with secondary segments in insurance agents (via parent AmeriLife's 150,000+ agent network) and pre-retiree/retiree households served through affiliated advisors.
Following the 2019 acquisition of a majority stake by AmeriLife Group LLC (backed by Thomas H. Lee Partners) and the 2020 merger with FormulaFolios, Brookstone has pursued a roll-up strategy anchored by sequential advisor-firm partnerships (Copperleaf Capital, Hoffman Financial Group), industry-association marketing alliances (NAIFA), and strategic research partnerships (MarketGrader). The company is privately held under PE ownership, operates as an LLC domiciled in Illinois, and reports no public listing.
Brookstone Capital Management firmographics
Firmographics- Name
- Brookstone Capital Management
- Legal name
- Brookstone Capital Management, LLC
- Website
- https://brookstonecm.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Brookstone Capital Management is a privately held SEC-registered RIA and Turnkey Asset Management Platform (TAMP+) serving 700+ independent financial advisors across all 50 states with $12.75B+ in AUM, providing integrated technology, investment management, compliance, training, and marketing services.
- Ownership category
- akta.pro rank
Brookstone Capital Management industry classification
Industry- Product category
- Investment Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)
Keywords
Where Brookstone Capital Management is headquartered
LocationHeadquarters
- HQ city
- Wheaton
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Brookstone Capital Management business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Asset Management Fees: Brookstone generates revenue through fee-based asset management services charged to advisors and their clients based on assets under management (AUM). The firm operates as an SEC-registered investment advisor providing fee-based managed money services.
- Platform/Technology Services: Revenue from providing advisors access to the TAMP+ platform including the Advisor Portal, investment platform, compliance support, trading, and billing services.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Brookstone Capital Management product offering
Product offeringCore offering
Brookstone Capital Management operates as a Turnkey Asset Management Platform (TAMP+) that provides independent financial advisors with an integrated suite of tools and services. Core offerings include the Advisor Portal technology hub, RAISE Core Model investment portfolios, Open Architecture investment platform, financial planning support, compliance oversight, back-office operations, marketing programs (Retirement Wealth Academy), and training (PASS series). The firm earns fee-based revenue from advisors based on assets under management.
Product overview
Brookstone Capital Management operates as a Turnkey Asset Management Platform (TAMP+) that provides independent financial advisors with an integrated suite of tools and services. The core offering includes the Advisor Portal as the central technology hub, the Open Architecture Platform with RAISE Core Models for investment management, and Financial Planning Services for client conversion. Additional modules include PASS Training for advisor education, Retirement Wealth Academy for marketing lead generation, and Compliance Support for regulatory oversight. The platform also includes proprietary ETF products including the Brookstone Ultra-Short Bond ETF (BAMU) and various Innovator Buffer ETF offerings. The architecture is designed as a modular ecosystem where advisors can utilize turnkey solutions (Do it for me), risk-based templates (Do it with help), or build custom portfolios (Do it myself) through the open architecture platform.
Differentiator
Problem solved
Functional benefit
Brands
- Brookstone Asset Management: An affiliate entity of Brookstone Capital Management focused on asset management services, accessible at brookstoneam.com
- Brookstone Insurance Group
- FormulaFolios
Quantifiable outcome
- 137% growth achieved in 2021, ranking #1 fastest-growing RIA firm
- +1 more outcomes
Companies that use Brookstone Capital Management
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
Brookstone Capital Management technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Brookstone Capital Management partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered major, core and minor.
- MarketGradermajorBrookstone engaged MarketGrader as a strategic research partner in February 2026 to provide systematic signals supporting several of its growth, value- and income-oriented investment strategies. MarketGrader's stock selection framework guides Brookstone's active growth, value, and dividend investment strategies.
- Copperleaf Capital, LLCcoreCopperleaf Capital, a full-service financial planning firm and RIA based in Raleigh, North Carolina, partnered with Brookstone in November 2024. With over 35 years of experience, Copperleaf Capital provides strategic wealth management and financial planning services. The partnership expands Brookstone's presence and allows Copperleaf Capital access to AmeriLife's platforms, tools, and product portfolio.
- Hoffman Financial GroupminorHoffman Financial Group, a nationally recognized financial planning firm based in Atlanta, joined the Brookstone/AmeriLife family in June 2024. The partnership expands Brookstone's network of affiliated advisors.
- NAIFA (National Association of Insurance and Financial Advisors)majorNAIFA announced a new strategic marketing partnership with Brookstone Capital Management in May 2024. NAIFA is a leading association for insurance and financial advisors. The partnership provides Brookstone access to NAIFA's membership network for advisor recruitment and marketing initiatives.
- FormulaFolioscoreBrookstone and FormulaFolios combined to create a $6.5 billion+ RIA in July 2020. FormulaFolios, founded in 2011, uses money management algorithms to eliminate emotion from investment processes. The combined company retained the Brookstone name with FormulaFolios brand maintained for the asset management division. The merger brought exclusive technologies, portfolio design, investment options, and advisor support from both firms.
Scale indicators7 records
Recent moves8 records
Expansion highlights6 records
Brookstone Capital Management competitors and assessment
Company assessmentDirect peers
- Envestnet: Largest U.S. TAMP and advisor technology platform. Directly comparable as a turnkey asset management and advisor technology provider serving thousands of independent RIAs with a similar product stack (managed portfolios, technology, practice management).
- Orion Advisor Solutions: TAMP and portfolio management platform that is integrated with Brookstone today. Direct competitor in delivering open-architecture investment, technology, and back-office services to independent advisors at comparable scale.
- AssetMark: TAMP providing advisor-focused wealth management platform, model portfolios, and practice management. Closely comparable business model, target customer (independent RIAs), and recurring AUM-based fee structure.
- Brinker Capital: TAMP providing model portfolios, advisor technology, and practice management to independent RIAs. Now part of Orion but operates as a directly comparable TAMP peer with similar model-portfolio and open-architecture offering.
Broad incumbents
- SEI Investments: Large investment management platform with TAMP-like services, advisor technology, and proprietary model portfolios. A much larger incumbent offering similar capabilities as part of a broader institutional asset management franchise.
- Focus Financial Partners: RIA aggregator and partnership platform serving independent advisors with technology, investment solutions, and M&A. Comparable in providing scale resources to independent advisory firms, but at materially greater size and scope.
- Cetera Financial Group: Independent advisor support platform offering technology, investment solutions, compliance, and practice management to thousands of affiliated advisors. Comparable as a turnkey platform for independent financial professionals.
- Cambridge Investment Research: Independent broker-dealer and RIA support platform providing technology, investment solutions, and back-office services. Comparable in enabling independent advisors with a turnkey operating platform.
Emerging players
- Creative Planning: Large rapidly growing RIA with model portfolios, technology, and practice management. Comparable trajectory of organic growth and advisor acquisition, though operates as a single firm rather than an open-architecture TAMP.
- Mariner Wealth Advisors: National RIA platform providing advisor-centric wealth management, technology, and investment solutions to independent advisors. Comparable as an emerging national-scale RIA platform serving advisors and end clients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Brookstone Capital Management social profiles
Digital presenceBrookstone Capital Management compliance and trust
Trust signalCompliance4 records
Brookstone Capital Management financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brookstone Capital Management leadership team
Management profileNumber of profiles
Profiles4 records
Brookstone Capital Management subsidiaries and ownership
Company hierarchySubsidiaries3 records
Brookstone Capital Management funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brookstone Capital Management 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 Brookstone Capital Management
What does Brookstone Capital Management do?
Brookstone Capital Management operates as a Turnkey Asset Management Platform (TAMP+) that provides independent financial advisors with an integrated suite of tools and services. Core offerings include the Advisor Portal technology hub, RAISE Core Model investment portfolios, Open Architecture investment platform, financial planning support, compliance oversight, back-office operations, marketing programs (Retirement Wealth Academy), and training (PASS series). The firm earns fee-based revenue from advisors based on assets under management.
Is Brookstone Capital Management a public or private company?
Brookstone Capital Management is a private company. It is classified as private equity controlled and is currently operating.
When was Brookstone Capital Management founded?
Brookstone Capital Management was founded in 2006. It employs 251 to 500 people.
Where is Brookstone Capital Management based?
Brookstone Capital Management is headquartered in Wheaton, United States, in the North America region.
How does Brookstone Capital Management make money?
Two revenue lines are on record. Asset Management Fees are the primary driver. The others are platform/Technology Services.
Who are Brookstone Capital Management's main competitors?
Direct peers on record are Envestnet, Orion Advisor Solutions, AssetMark and Brinker Capital. Broad incumbents are SEI Investments, Focus Financial Partners, Cetera Financial Group and Cambridge Investment Research. Emerging players are Creative Planning and Mariner Wealth Advisors.
Does Brookstone Capital Management have an API?
No public API is recorded for Brookstone Capital Management.
What industry is Brookstone Capital Management in?
Brookstone Capital Management's product category is Investment Advisory Services. Its primary akta.pro industry code is FSAAABAD, Advisory Portfolio Management (Non-Discretionary). Its NAICS code is 523940 and its SIC code is 6282.