Advised Assets Group

What Advised Assets Group does

Advised Assets Group operates the Empower-branded wealth management, retirement planning, and investment services platform as a registered investment adviser and indirect subsidiary of Empower Annuity Insurance Company of America, headquartered in Greenwood Village, Colorado. The platform serves over 20 million individuals and administers more than 93,000 workplace retirement plans representing over $2 trillion in assets under administration as of March 31, 2026, spanning 401(k), 403(b), and 457(b) plans along with personal investment, IRA, and rollover accounts. The core product surface includes tiered advisor-led services (Private Client for $1M+ investors and Personal Strategy for $100K+ investors), self-directed investment accounts with commission-free trading, a high-yield cash account with FDIC coverage up to $5 million, integrated tax filing, and a suite of planning tools (retirement planner, net worth, budgeting and cash flow, portfolio analysis, savings planner, debt paydown, emergency fund, and transactions). The technology foundation is a cloud-based platform with account aggregation across connected institutions and a unified dashboard accessible via web and mobile, supplemented by content hubs The Currency and Investment Insights.

The business model is anchored in AUM-based advisory fees on managed accounts, supplemented by recordkeeping and plan administration fees from employer-sponsored plans and ancillary revenue from cash, brokerage, and tax products. Go-to-market operates across four motions: direct-to-consumer self-serve through empower.com and mobile, advisor-assisted sales for higher-tier mandates, B2B2C relationships with plan sponsors and employers, and a financial-professional referral channel in which Empower is the #1 recommended retirement provider per the 2023 PLANADVISER Retirement Plan Adviser Survey and the fastest growing retirement provider per the 2023 PLANSPONSOR DC Recordkeeping Survey. Pricing is not publicly disclosed in dollar terms and varies by tier and asset level; the highest published minimums are $1,000,000 for Private Client and $100,000 for Personal Strategy. The company is private, operates exclusively in the United States, and does not disclose headcount, revenue, funding, M&A activity, leadership, or explicit AI/ML capabilities in the supplied material.

Name

Advised Assets Group

Legal name

Empower Annuity Insurance Company of America

Website

https://empower-retirement.com

Company type

Private

Operating status

Operating

Short description

Advised Assets Group operates the Empower investment advisory platform, delivering wealth management, retirement planning, and self-directed investment services to over 20 million individuals and 93,000+ workplace retirement plans across the United States.

Ownership category

akta.pro rank

Product category

Retirement & Wealth Management Services

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Retirement Plan Participant Advice & Managed Accounts (FSAEABAF)

akta.pro secondary industries

Advisory Portfolio Management (Non-Discretionary) (FSAAABAD), Managed Account Platforms (Separately Managed Accounts / Customized Portfolios) (FSAHAKAC)

Keywords

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

Headquarters

HQ city

Greenwood Village

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Advisory Fees (AUM-based): Advisory services provided for a fee by Empower Advisory Group, LLC (EAG), a registered investment adviser with the SEC. Fees are calculated based on the amount of assets under management. Personal Strategy requires $100K+ minimum investment; Private Client requires $1M+ minimum investment.
2. Investment Account Services: Commission-free trading, access to managed accounts, mutual funds, ETFs, and equities. Revenue generated through advisory fees on managed accounts and potentially transaction-related revenue streams.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Advised Assets Group, operating under the Empower brand, is an investment advisory firm providing retirement plan administration, wealth management, and financial planning services. It serves individual investors through self-service and advisor-assisted channels (Private Client at $1M+ and Personal Strategy at $100K+ minimums), and serves employers and plan sponsors with 401(k), 403(b), and 457(b) workplace retirement plan administration. It also offers high-yield cash accounts, IRAs, investment accounts, and integrated financial planning tools.

Product overview

Empower (a subsidiary of Advised Assets Group) offers a unified financial services platform combining wealth management, retirement planning, and investment services. The core offering consists of Private Client and Personal Strategy advisory services for high-net-worth and mass-affluent clients, supplemented by a suite of self-service financial tools including retirement planning, budgeting, portfolio analysis, and debt management. The platform also provides tax-advantaged accounts (IRAs, rollovers), a high-yield cash account with FDIC coverage up to $5 million, and investment accounts with commission-free trading. All services are accessible through a unified dashboard that allows users to connect and view all their financial accounts in one place. The company serves over 20 million users and administers over $2 trillion in assets across 93,000+ retirement plans.

Differentiator

Problem solved

Functional benefit

Brands

• Private Client: Premium financial planning and highly personalized portfolio management services for $1M+ in investments, including private equity, tax and legacy planning.
• Personal Strategy
• The Currency

Products and services

• Private Client

Quantifiable outcome

• Over 20 million people served with financial freedom solutions
• +2 more outcomes

Segments3 records

Ideal customer profiles3 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.

• Empower Annuity Insurance Company of AmericacoreOthersParent company relationship. Empower Advisory Group, LLC (EAG) is an indirect subsidiary of Empower Annuity Insurance Company of America. EAG provides registered investment advisory services.
• Empower Financial Services, Inc.coreOthersSecurities offered and/or distributed by Empower Financial Services, Inc., Member FINRA/SIPC. EFSI is an affiliate of Empower Retirement, LLC. Provides securities distribution and brokerage services.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fidelity Investments: Fidelity is a direct competitor across workplace retirement plans, IRAs, investment accounts, and wealth advisory, serving a similarly large retail and institutional base with comparable managed-account and self-directed offerings.
• Voya Financial: Voya is a direct competitor in workplace retirement plan recordkeeping, IRA rollover, and individual wealth management, with a comparable B2B2C model targeting plan sponsors and participants.
• Principal Financial Group: Principal competes directly in workplace retirement plans, retirement income, and asset management, with overlapping target customers among mid-market plan sponsors and individual investors.
• Vanguard: Vanguard is a direct competitor in 401(k) recordkeeping, target-date funds, IRAs, and low-cost advisory, competing head-to-head for plan-sponsor mandates with a fee-led proposition.
• Charles Schwab: Schwab competes in self-directed brokerage, IRAs, managed portfolios, and retirement income solutions, and is a direct competitor for retail rollover assets and advisor-sold wealth relationships.
• TIAA: TIAA is a direct competitor in workplace retirement plans (403(b), 457(b)), retirement income annuities, and individual advisory, with comparable mission-driven positioning and institutional scale.
• T. Rowe Price: T. Rowe Price is a direct competitor in retirement plan recordkeeping, target-date funds, IRAs, and managed portfolios, with a comparable advisor- and direct-sold distribution mix.

Emerging players

• Betterment: Betterment is an emerging digital wealth platform offering robo-advice, IRAs, and cash management, competing for digitally native retail investors and small-business retirement plans where Empower also targets with its self-serve tools.
• SoFi: SoFi is an emerging player offering IRAs, investment accounts, financial planning, and high-yield cash, competing directly with Empower's mass-affluent consumer stack and rollover funnel.

Broad incumbents

• BlackRock: BlackRock is a broad incumbent providing the underlying ETFs, target-date funds, and model portfolios used across the industry, including Empower's managed accounts, making it both a partner and competitor for asset allocation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/empowertoday?lang=en
• YouTubeyoutube.com/channel/UCFPLlGp16vPjBb-G7SnUWhQ
• Facebookfacebook.com/officialempowertoday
• LinkedInlinkedin.com/company/empower-retirement
• Instagraminstagram.com/officialempowertoday
• TikToktiktok.com/@empowertoday?lang=en

Revenue estimate

Valuation estimate

Number of profiles

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 Advised Assets Group