Pax Financial Group

What Pax Financial Group does

Pax Financial Group, LLC is a privately held, SEC-registered investment adviser headquartered in San Antonio, Texas, co-founded and led by CEO Darryl W. Lyons. The firm provides comprehensive financial planning services — including investment management, retirement planning through its proprietary PIVOT process, retirement plan design for business owners, insurance, and business exit/succession planning — to individuals, families, and small-to-mid business owners primarily in Texas. It differentiates through a fiduciary model, holistic planning across the full financial picture, and Biblically Responsible Investing options for values-aligned clients. It also holds Dave Ramsey Endorsed Local Provider (ELP) status, generating referrals from Ramsey's national audience of retail financial guidance consumers.

The firm's operating stack is built on industry-standard third-party platforms rather than proprietary technology: Orion Advisor powers the PAX Connect client portal, Charles Schwab Alliance provides custody and account access, BluePay handles payments, and Salesforce Experience Cloud supports content and eBook distribution. Content distribution is a meaningful channel — the firm publishes the Retire in Texas podcast (230+ episodes), an active blog, videos, and gated eBooks used as lead magnets — all directed at top-of-funnel acquisition and mid-funnel lead capture for prospective advisory clients.

The business is fee-based with annual, all-inclusive subscription pricing on comprehensive financial planning engagements, supplemented by insurance commissions. The firm is independently owned by its founders and principal advisors with no PE/VC backing and operates from a single San Antonio office. Customer relationships are long-tenured, with multiple documented clients of 15-20+ years, evidencing high retention. Growth is driven by the Dave Ramsey ELP referral channel, organic content marketing, and advisor hiring rather than geographic expansion or inorganic moves.

Name

Pax Financial Group

Legal name

PAX Financial Group, LLC

Website

https://paxfinancialgroup.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Pax Financial Group is a San Antonio-based SEC-registered investment adviser offering holistic financial planning, investment management, retirement planning, and business exit services to individuals, families, and small-to-mid business owners, primarily in Texas, with Dave Ramsey ELP referral flow and a fee-based subscription model.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

Keywords

• Wealth management services
• Retirement planning
• Investment advisory
• Financial planning
• Business exit planning

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: Fee-based investment advisory services offered to clients, with fiduciary obligation to act in clients' best interest. Services include financial planning, investment management, and ongoing portfolio advisory.
2. Insurance Products: Insurance products and services offered as part of comprehensive financial plans, likely generating commission-based revenue.
3. Financial Planning Fees: Comprehensive financial planning services, including retirement planning, business exit planning, and estate planning coordination.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Pax Financial Group is a fee-based SEC-registered investment adviser that provides comprehensive financial planning, investment management, retirement planning (including its proprietary PIVOT process), retirement plan services for business owners, insurance solutions, and business exit/succession planning. Services are delivered under a fiduciary standard with simple all-inclusive pricing to individuals, families, and business owners across the United States, supported by client-portal tools (PAX Connect, Schwab Alliance) and educational content.

Product overview

PAX Financial Group is a registered investment advisory firm offering a unified suite of financial planning services. The core offerings include Financial Planning, Investment Management, Retirement Planning (featuring the proprietary PIVOT process), Retirement Plans for Business Owners, Insurance, and Business Succession/Exit Planning. Services are delivered through PAX Connect client portal and supplemented with educational content including the Retire in Texas podcast, eBooks, and blog resources. The firm also offers Biblically Responsible Investing as a specialized investment approach. The company positions itself as providing holistic financial assessments, investment management, and insurance all in one place with simple, all-inclusive pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Comprehensive financial planning services that help clients organize complex financial decisions, including custom financial roadmaps tailored to individual life goals, delivered to individuals, families, and business owners.
• Investment Management Professional investment management services including portfolio construction, diversification strategies, and ongoing portfolio monitoring and rebalancing, available to clients of the firm on a fiduciary basis.
• Retirement Planning Retirement planning services featuring the firm's proprietary PIVOT process, helping clients transition to their next phase of life with comprehensive retirement-income strategies, Social Security optimization, and healthcare-cost planning.
• Retirement Plans for Business Owners Specialized retirement planning services for business owners, including 401(k) setup, SEP IRAs, and other qualified-plan strategies integrated with the owner's personal financial plan.
• Insurance Insurance services including life insurance, health insurance planning, and risk-management solutions integrated into the firm's holistic financial plans for individuals and families.
• Business Pivot Planning Strategic planning services for business owners preparing for exit, succession, or transition of their business, designed to navigate a major liquidity or ownership event.
• Business Succession Planning Planning services that help business owners transfer ownership to family members, partners, or key employees with proper legal and financial structuring, coordinated with personal retirement and estate planning.
• Biblically Responsible Investing (BRI) A specialized investment approach that screens portfolios for companies aligned with biblical values, administered through vetted third-party specialists and offered to faith-aligned clients of the firm.

Quantifiable outcome

• Long-term client relationships spanning 15-20+ years demonstrate high client retention and satisfaction

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Three partnerships are on record, tiered core.

• Dave Ramsey (Endorsed Local Provider)coreChannel Partner/ Reseller/ DistributorPAX Financial Group is an official Dave Ramsey Endorsed Local Provider (ELP), receiving referrals from Dave Ramsey's audience of individuals seeking financial guidance. This endorsement provides significant credibility and a steady stream of qualified leads from Dave Ramsey's customer base.
• Schwab AlliancecoreTechnology or IntegrationSchwab Alliance provides custodial services for client investment accounts. PAX Financial Group directs clients to Schwab Alliance for account login and management, indicating a technology and custodial partnership.
• Orion Advisor (PAX Connect)coreTechnology or IntegrationPAX Connect, powered by Orion Advisor, provides client portfolio management, financial planning tools, and client portal access. This is the primary technology platform for client account management and planning.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Blueprint Income (ABL Wealth): Smaller RIA focused on retirement income planning and holistic advice for retirees — narrower scope than PAX but addresses the same primary segment.
• Facet Wealth: Digital-first RIA offering flat-fee financial planning and investment management — represents the emerging low-cost, tech-enabled competitive pressure PAX faces in the same target segments.

Direct peers

• Ronald Blue Trust: National fee-only RIA with a faith-based foundation (Kingdom Advisors affiliation) offering Biblically Responsible Investing and holistic financial planning — the closest direct comparable to PAX's BRI and values-driven positioning.
• Creative Planning: Large independent, fee-only RIA offering holistic wealth management, tax, estate, and business exit planning — directly comparable to PAX in service breadth and target clientele (business owners, retirees, HNW individuals).

Broad incumbents

• Mariner Wealth Advisors: Large independent RIA platform offering comprehensive financial planning, investment management, and tax/estate services — overlaps with PAX across business owner and retiree segments but at substantially greater scale.
• Carson Group: RIA platform and coaching organization serving independent financial advisors with holistic practice support — competes for the same advisor talent pool PAX draws from and serves overlapping client demographics.
• Edelman Financial Engines: Large national RIA combining robo-advisor technology with dedicated advisor service, focused on retirement planning and workplace wealth programs — a scaled, tech-enabled alternative to PAX's advisor-led model.
• Fisher Investments: Large RIA primarily serving high-net-worth retirees with discretionary portfolio management — overlaps with PAX on retirement-income and HNW-retiree segments, though at far greater AUM scale.
• Raymond James Financial Planning: Diversified financial services firm with a large financial-planning and wealth-management footprint — competes for the same HNW retiree and business-owner clients that PAX serves.

Others

• Dave Ramsey SmartVestor Pro Network: The referral network in which PAX operates as an ELP — competing advisors in the same program are direct substitutes for PAX in the Ramsey-driven lead funnel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PAXFG
• Facebookfacebook.com/paxfinancialgroup
• LinkedInlinkedin.com/company/pax-fg-llc
• Instagraminstagram.com/paxfinancialgrp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Pax Financial Group