What The Senglaub Financial Group does

The Senglaub Financial Group is a private, family-owned registered investment advisory firm headquartered in Delafield, Wisconsin, providing comprehensive financial planning services to affluent individuals and families. The firm offers six core service lines: personalized financial plans, planning for business owners, lifetime income planning, alternative investments, life insurance, and estate planning. It is registered to offer securities across 27 U.S. states and operates through two specialized advisory teams — one led by co-owners Jeff and Christy Senglaub, and the other led by co-owner Jim Senglaub — supported by a six-person operations staff for a total team of approximately 9–11 members.

The firm generates revenue through AUM-based advisory fees on approximately $650 million in client assets, supplemented by insurance product placement and access to alternative investments. It has no proprietary technology platform; instead, it relies on third-party infrastructure including eMoney Advisor for client-facing financial planning, CalcXML and FINRA-branded calculators for top-of-funnel engagement, and Independent Financial Group (IFG) for regulatory, custodial, and broker-dealer services. The firm's core technology positioning is therefore platform-light and advisor-driven.

Founded originally in 1965 by Mike Senglaub, the firm was re-founded as an independent practice by his sons Jeff and Jim in the late 1980s, with third-generation family member Christy joining as co-owner in 2013. In May 2026, Apollon Wealth Management acquired the firm, integrating its $650M AUM book and nine-person team into Apollon's national platform, which collectively manages approximately $15 billion in client assets across 19 states. The firm's customer base is exclusively affluent individuals and families, served through relationship-based, referral-driven distribution rather than digital channels.

Name

The Senglaub Financial Group

Legal name

The Senglaub Financial Group

Website

https://senglaubfinancialgroup.com

Company type

Private

Founded year

1965

Operating status

Acquired

Headcount range

1–10 employees

Short description

The Senglaub Financial Group is a private, multi-generational wealth management firm in Delafield, Wisconsin, providing comprehensive financial planning — including estate, retirement, and business-owner planning — to affluent individuals and families across 27 U.S. states, managing approximately $650 million in client assets.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Planning

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industry

Business Owner & Executive Financial Planning (FSAEAAAO)

Keywords

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

Headquarters

HQ city

Delafield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. AUM-Based Advisory Fees: The firm manages approximately $650 million in client assets and generates revenue through advisory fees based on assets under management. Services include personalized financial plans, lifetime income planning, estate planning, and alternative investments.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

The Senglaub Financial Group is a multi-generational wealth management and financial planning advisory firm serving affluent individuals, families, and business owners. It delivers personalized financial plans, lifetime income planning, estate planning, business owner planning, life insurance, and alternative investment access through two specialized advisor teams. The firm manages approximately $650 million in client assets and operates as a Registered Investment Adviser offering securities through Independent Financial Group, LLC.

Product overview

The Senglaub Financial Group is a full-service financial planning firm offering a unified suite of advisory services through two specialized teams led by co-owners. The firm provides comprehensive financial planning including Personalized Financial Plans, Planning for Business Owners, Lifetime Income Planning, Alternative Investments, Life Insurance, and Estate Planning. The firm operates as a multi-generational family practice with over 55 years of history, leveraging the eMoney Advisor platform for client portal access and offering various third-party financial calculators. Services are delivered through a team-based approach with advisors supported by operations staff, and securities are offered through Independent Financial Group, LLC.

Differentiator

Problem solved

Functional benefit

Products and services

• Personalized Financial Plans Holistic financial planning services tailored to individual client needs and continuously updated to reflect their financial journey and life stages. Designed for affluent individuals and families seeking comprehensive guidance.
• Planning for Business Owners Specialized financial planning services designed for business owners, addressing unique financial complexities and opportunities faced by entrepreneurs. Covers exit, succession, and integrated personal-business planning.
• Lifetime Income Planning Comprehensive retirement income planning to ensure sustainable cash flow throughout retirement, including Social Security optimization and withdrawal strategies for individuals approaching or in retirement.
• Alternative Investments Access to alternative investment opportunities beyond traditional stocks and bonds, providing portfolio diversification options for suitable clients.
• Life Insurance Life insurance planning and solutions as part of comprehensive financial plans, including coverage analysis and policy recommendations for individual and family clients.
• Estate Planning Estate planning services to help clients preserve and transfer wealth to future generations, including trusts, wills, and beneficiary coordination as part of holistic financial planning.

Quantifiable outcome

• $650 million in client assets managed

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Apollon Wealth ManagementcoreStrategic or Co-development Partner · 7 May 2026Apollon Wealth Management acquired Senglaub Financial Group from Delafield, bringing a nine-person team into its national organization. The partnership expands Apollon's Midwest footprint to 19 states and adds a firm with over five decades of multi-generational legacy.
• Independent Financial Group (IFG)coreTechnology or IntegrationSecurities and advisory services offered through Independent Financial Group, LLC, a Registered Investment Adviser. Member FINRA/SIPC. IFG provides the regulatory and custodial infrastructure for the firm's advisory operations.
• LionStreetminorStrategic or Co-development PartnerStrategic partnership represented through logo display on the firm's website, indicating a collaborative relationship in the wealth management ecosystem.
• BuckinghamminorStrategic or Co-development PartnerStrategic partnership represented through logo display on the firm's website, indicating a collaborative relationship in the wealth management ecosystem.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Others

• Focus Financial Partners: Wealth management aggregator that partners with and acquires stakes in independent RIAs. Directly comparable as the consolidator counterpart to Apollon's acquisition strategy, illustrating the broader roll-up dynamic now driving Senglaub's trajectory.

Broad incumbents

• Edelman Financial Engines: Large national RIA delivering comprehensive financial planning and investment management to mass-affluent and HNW clients. Overlaps with Senglaub on holistic planning, retirement income, and fee-based advisory services, but at substantially greater scale.
• Apollon Wealth Management: Acquirer of The Senglaub Financial Group and parent company since May 2026. Apollon is a national wealth management platform managing approximately $15B in client assets, operating as the broader incumbent parent for Senglaub within a 19-state footprint.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting a vast network of RIAs and financial advisors. Comparable in serving the same independent advisor ecosystem with custody, compliance, and product access functions.
• Cetera Financial Group: Major independent broker-dealer and RIA support platform serving thousands of advisors. Comparable in that it provides the regulatory, custodial, and product infrastructure (analogous to IFG for Senglaub) that supports independent HNW advisory practices.
• Mariner Wealth Advisors: Large-scale national RIA offering comprehensive financial planning, estate, tax, and alternative investment services to HNW clients. Mariner represents a much larger scaled incumbent with a similar full-service HNW value proposition and multi-state footprint.
• Creative Planning: One of the largest independent RIAs in the U.S., providing comprehensive financial planning, investment management, tax, and estate services to HNW households. Highly comparable business model with much greater scale and geographic reach.

Emerging players

• Commonwealth Financial Network: Independent broker-dealer and RIA support firm serving mid-sized wealth management practices. Comparable in providing back-office and product infrastructure to mid-market advisory firms serving HNW clients, similar in size and structure to Senglaub's IFG partnership.

Direct peers

• Buckingham Strategic Wealth: Strategic partner of Senglaub and a comparable independent RIA focused on comprehensive financial planning for HNW individuals. Buckingham offers a similar fee-only, evidence-based planning model and serves as a direct comparable in scale, service mix, and target client.
• LionStreet Financial Group: Strategic partner displayed on Senglaub's website and a network of independent advisors and wealth management firms. LionStreet provides product access (including alternative investments) and practice support to member firms with a similar HNW advisory profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 The Senglaub Financial Group