Advisor Group

What Advisor Group does

Advisor Group, now rebranded as Osaic, is among the largest independent broker-dealer and registered investment adviser networks in the United States, supporting over 11,000 financial professionals, 270+ financial institutions, and approximately 4 million end clients nationwide. The firm was founded in 1988 and operates as a privately held holding company organized across multiple legal entities, including Osaic Wealth, Inc., Osaic Institutions, Inc., Osaic Services, Inc., Ladenburg Thalmann & Co., Ladenburg Thalmann Asset Management, Inc., Osaic Advisory Services, LLC, and CW Advisors, LLC. These entities collectively offer broker-dealer securities services (members of FINRA and SIPC) and registered investment advisory services, with advisory programs sponsored by affiliated RIA VISION2020 Wealth Management Corp.

The company expanded materially through a series of acquisitions, including Signator Investors, Inc. (2018), Ladenburg Thalmann (2019, approximately $1.3 billion), Infinex Financial Holdings (announced and completed 2022-05-19), and American Portfolios Financial Services (completed 2022-11-14, adding approximately $40 billion in client assets, 850 advisors, and nearly 400 branches). These acquisitions created two principal distribution channels: an independent financial professional network and a financial institution channel serving banks and credit unions. The core technology stack is not explicitly disclosed; the firm is described as a financial services technology firm providing broker-dealer services, regulatory and compliance infrastructure, and technology platforms to independent advisors.

Advisor Group's business model is recurring in nature, generating revenue through subscription-based broker-dealer services, regulatory and compliance support, technology platforms, and operational infrastructure offered to affiliated advisors and institutions. Pricing is not publicly disclosed. Go-to-market is conducted via enterprise field sales and partner/reseller-style channels, with the company retaining acquired sub-brands (Ladenburg Thalmann, American Portfolios) to preserve advisor relationships and client continuity. Marketing channels include research publications (research.osaic.com), community building, and content marketing targeted at financial professionals.

Name

Advisor Group

Legal name

Osaic Wealth, Inc.

Website

https://advisorgroup.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Osaic (formerly Advisor Group) is one of the largest U.S. independent broker-dealer networks, supporting 11,000+ financial professionals, 270+ financial institutions, and 4M+ end clients through multiple FINRA-licensed broker-dealers and registered investment advisers.

Ownership category

akta.pro rank

Product category

Wealth Management Broker-Dealer Services

NAICS

Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Independent Broker-Dealers (Retail Network) (FSAAAAAC)

akta.pro secondary industries

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB), Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA)

Keywords

• Wealth management platform
• Broker-dealer network
• Investment advisory services
• Independent financial advisors
• Financial institution channel

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Broker-Dealer Services: Advisor Group operates as a financial services technology firm providing broker-dealer services to financial professionals, generating revenue through regulatory and compliance services, technology platforms, and support infrastructure for independent advisors.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Advisor Group (now Osaic) operates as one of the largest independent broker-dealer and wealth management networks in the United States, providing securities, investment advisory, compliance, technology, and operational infrastructure to more than 11,000 financial professionals, 270+ financial institutions, and approximately 4 million clients nationwide. Its offerings are delivered through multiple affiliated broker-dealers (Osaic Wealth, Osaic Institutions, Osaic Services, Ladenburg Thalmann & Co.) and registered investment advisers (Osaic Advisory Services, Ladenburg Thalmann Asset Management, CW Advisors).

Product overview

Advisor Group (now rebranded as Osaic) operates as a comprehensive wealth management solutions provider offering a platform of integrated financial services. The company provides securities and investment advisory services through its network of affiliated broker-dealers (Osaic Wealth, Inc., Osaic Institutions, Inc., Osaic Services, Inc., Ladenburg Thalmann & Co.) and registered investment advisers (Osaic Advisory Services, LLC, Ladenburg Thalmann Asset Management, Inc., CW Advisors, LLC). These entities collectively support over 11,000 financial professionals serving approximately 4 million clients nationwide across more than 270 financial institutions. The firm has pursued growth through strategic acquisitions including American Portfolios Financial Services (with approximately $40 billion in client assets and 850 financial professionals) and Infinex Financial Holdings (focused on banks and credit unions with over $1 trillion in assets).

Differentiator

Problem solved

Functional benefit

Products and services

• Osaic Wealth, Inc.
• Osaic Institutions, Inc.
• Osaic Services, Inc.
• Ladenburg Thalmann & Co.
• Osaic Advisory Services, LLC
• Ladenburg Thalmann Asset Management, Inc.
• CW Advisors, LLC

Quantifiable outcome

• Supporting 11,000+ financial professionals and 4M+ clients nationwide
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• American Portfolios Financial ServicescoreStrategic or Co-development Partner · 14 November 2022Advisor Group completed acquisition of American Portfolios Financial Services, a New York-based broker-dealer overseeing approximately $40 billion in client assets with 850 financial professionals across nearly 400 branches.
• Infinex Financial HoldingscoreStrategic or Co-development Partner · 19 May 2022Advisor Group announced acquisition of Infinex Financial Holdings, a broker-dealer specializing in serving investment management needs of financial institutions. The acquisition expands Advisor Group's presence in the financial institution channel across all 50 states.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• LPL Financial Holdings: The largest U.S. independent broker-dealer, supporting tens of thousands of independent financial advisors with custody, compliance, and technology services. Most direct comparable to Osaic by business model and customer base.
• Cetera Financial Group: Independent broker-dealer network serving thousands of financial professionals across multiple IBD brands. Closely comparable to Osaic's multi-entity, multi-brand independent advisor model.
• Cambridge Investment Research: Independent broker-dealer supporting independent financial advisors with compliance, technology, and practice management services. Direct competitor for advisor affiliations.
• Commonwealth Financial Network: Privately held independent broker-dealer/RIA serving independent financial advisors nationwide. Comparable in scale, service mix, and target customer to Osaic's independent advisor channel.
• Kestra Financial: Independent wealth management platform offering broker-dealer and RIA services to independent advisors. Closely comparable platform offering to Osaic.

Broad incumbents

• Raymond James Financial: Diversified financial services firm with a large independent advisor channel (Raymond James Financial Services). Competes with Osaic for independent advisors and offers broader wealth management, banking, and capital markets capabilities.
• Ameriprise Financial: Large wealth and asset manager with an established independent advisor franchise. Competes with Osaic for advisor talent and affluent clients, but operates as a broader diversified financial services firm.
• Lincoln Financial Group: Diversified financial services firm with wealth management, retirement, and insurance offerings serving financial professionals. Adjacent competitor for independent advisors and financial institutions.
• Stifel Financial: Broker-dealer and wealth manager offering independent advisor, retail, and institutional services. Competes for advisor affiliations and high-net-worth clients with Osaic.
• Edward Jones: Large retail wealth management firm with a national network of branch-based financial advisors. Competes for advisor talent and serves retail investors, overlapping Osaic's wealth advisory offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/osaic_inc
• Facebookfacebook.com/advisorgroupbds
• LinkedInlinkedin.com/company/osaicinc
• Instagraminstagram.com/osaic_inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A14 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Advisor Group