USA Financial
USA Financial is a privately held, Michigan-based financial services holding company operating five wholly-owned subsidiaries that deliver an integrated platform of TAMP, asset management, broker-dealer, FMO/IMO, and practice development services to independent financial advisors across the United States.
- Company typePrivate
- Founded2008
- HeadquartersAda, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What USA Financial does
USA Financial is a privately held financial services company headquartered in Ada, Michigan, operating as a family of five wholly-owned subsidiaries that deliver an integrated service platform to independent financial advisors and advisory firms across the United States. The company's offerings span investments and asset management (USA Financial Exchange, a custodian-agnostic Turnkey Asset Management Program introduced in 2016; USA Financial Formulas, a rules-based asset manager launched in 2006), broker-dealer and registered investment advisory services (USA Financial Securities, founded in 1998), insurance and annuity distribution (USA Financial Insurance Services, the 1988 founding entity operating as an FMO/IMO), and practice development services (USA Financial Advisor Advancement, providing coaching, consulting, marketing, and technology enablement). The platform architecture is open-architecture where possible — Exchange is custodian-agnostic and supports hundreds of passive, active, and risk-managed model strategies — while layering compliance, transition assistance, M&A/succession advisory, and integrated technology on top.
The business model is B2B subscription and recurring-fee based, with revenue streams from TAMP platform fees, asset management fees, RIA/broker-dealer transaction and fee revenue, insurance/annuity distribution commissions (transaction-fee), and professional-services revenue from coaching and consulting engagements. Pricing is custom and quote-based with multi-year contracts; no public pricing exists. Go-to-market is sales-led through enterprise field sales targeting advisory firms, supplemented by event-driven in-person Discovery Days at the Grand Rapids, Michigan office and an extensive thought-leadership content engine (The RARE Advisor and Financial Advisor Marketing Playbook podcasts, Insights blog, LinkedIn/YouTube/Facebook presence). Customer acquisition is anchored on a stated philosophy of staying small and relationship-driven rather than scaling to a large advisor base.
Ownership is founder/management-controlled with no disclosed external institutional or private equity backing. Leadership comprises CEO Mike Walters, CMO Mark Mersman (joined 2004), Chief Practice Management Officer Steve Phillips, and Advisor Consulting Director Aaron Grady. The firm maintains core strategic partnerships with AmeriLife (distribution), J.P. Morgan Asset Management (direct indexing on Exchange), and Ned Davis Research (Formulas strategies), alongside a 2026-approved integration of the FINNY AI lead-generation platform.
USA Financial firmographics
Firmographics- Name
- USA Financial
- Legal name
- USA Financial Corporation
- Website
- https://usafinancial.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- USA Financial is a privately held, Michigan-based financial services holding company operating five wholly-owned subsidiaries that deliver an integrated platform of TAMP, asset management, broker-dealer, FMO/IMO, and practice development services to independent financial advisors across the United States.
- Ownership category
- akta.pro rank
USA Financial industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940), Securities and Commodity Contracts Intermediation and Brokerage (5231)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)
- akta.pro secondary industries
- Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG), Financial Planning–Led RIAs (FSAAACAB)
Keywords
Where USA Financial is headquartered
LocationHeadquarters
- HQ city
- Ada
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
USA Financial business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- TAMP and Asset Management Services: Turnkey Asset Management Program platform fees and investment management services through USA Financial Exchange and USA Financial Formulas subsidiaries.
- RIA and Broker-Dealer Services: Registered Investment Advisory and broker-dealer services through USA Financial Securities, supporting advisors with investment products and solutions.
- Coaching, Consulting, and Practice Management: Advisory practice coaching, consulting, and implementation support services through USA Financial Advisor Advancement.
- Insurance and Annuity Distribution: Independent FMO/IMO insurance and annuity product distribution services through USA Financial Insurance Services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom enterprise pricing for advisory firms |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
USA Financial product offering
Product offeringCore offering
USA Financial is a financial services company that operates a family of five specialized subsidiaries serving independent financial advisors. Through USA Financial Exchange (a custodian-agnostic TAMP platform), USA Financial Formulas (rules-based asset management), USA Financial Securities (RIA/broker-dealer), USA Financial Insurance Services (FMO/IMO), and USA Financial Advisor Advancement (coaching, marketing, and technology services), the company delivers an integrated ecosystem of investment management, brokerage, insurance distribution, compliance, and practice management solutions.
Product overview
USA Financial is a family of five independent companies offering a comprehensive suite of services for independent financial advisors. The portfolio includes USA Financial Exchange (a custodian-agnostic TAMP platform), USA Financial Formulas (formula-driven asset management), USA Financial Securities (RIA/broker-dealer), USA Financial Insurance Services (FMO/IMO), and USA Financial Advisor Advancement (marketing, technology, and coaching). The ecosystem provides integrated technology solutions supporting investments and asset management, financial planning, insurance and annuities, compliance, and practice management.
Differentiator
Problem solved
Functional benefit
Products and services
- USA Financial Exchange TAMP Platform A custodian-agnostic Turnkey Asset Management Program (TAMP) platform introduced in 2016, providing an open-architecture solution that supports hundreds of passive, active, and risk-managed model strategies. Allows independent financial advisors to manage assets themselves or outsource to curated investment management companies.
- USA Financial Formulas Asset Management A third-party formula-driven, rules-based asset management firm focused on formulaic trending for risk management, providing process-driven active risk management and investment management free of emotion-driven decisions.
- USA Financial Securities RIA/Broker-Dealer A full-service Registered Investment Advisory (RIA) firm and independent broker-dealer supporting growing AUM alongside legacy brokerage business, offering wide-ranging investment products and solutions for independent financial advisors.
- USA Financial Insurance Services An independent FMO/IMO (Field Marketing Organization/Independent Marketing Organization) providing access to insurance and annuity products from multiple carriers, with exclusive partner group access and annuity/insurance plan design support for financial professionals.
- USA Financial Advisor Advancement A service company delivering marketing systems, brand building, technology solutions, and personalized coaching/consulting programs to support independent advisor practice development and success.
- Coaching & Consulting Services Business refinement coaching and consulting services to help independent advisors unlock quality referrals, scale their businesses, and free up time through strategic implementation support.
- Incorporated Compliance Compliance support services providing independent financial advisors the regulatory support needed to grow and protect their practices.
- Transition Assistance Hands-on transition support for advisors seeking to change firms, affiliate with USA Financial, or restructure their practices, providing partners to manage the process smoothly.
- Marketing Support Tools and resources for attracting ideal clients, including cross-platform branding, lead generation, and marketing system development for independent financial advisors.
- Mergers, Acquisition & Succession Services Services to help advisors navigate business transitions from valuation to deal structuring, including succession planning and merger/acquisition support.
Companies that use USA Financial
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
USA Financial technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability2 records
Feature3 records
USA Financial partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- J.P. Morgan Asset ManagementcoreUSA Financial Exchange partners with J.P. Morgan Asset Management to offer direct indexing solutions, enhancing tax efficiency and wealth management strategies for advisors.
- Ned Davis Research (NDR)coreUSA Financial Formulas collaborates with Ned Davis Research to offer three new investment strategies to financial advisors and their clients.
- AmeriLifecoreUSA Financial partners with AmeriLife to enhance opportunities for independent financial professionals through expanded distribution and product capabilities.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
USA Financial competitors and assessment
Company assessmentDirect peers
- Commonwealth Financial Network: Independent broker-dealer and RIA serving independent financial advisors with practice management, compliance, investment, and back-office support — comparable to USA Financial's integrated advisor services model with similar boutique positioning.
- Cetera Financial Group: Independent advisor support platform providing broker-dealer, RIA, custody, technology, and practice consulting to financial professionals — directly comparable as a multi-subsidiary ecosystem serving independent advisors.
- Orion Advisor Solutions: Wealthtech platform providing portfolio management, TAMP, CRM, and advisor technology — overlaps directly with USA Financial Exchange TAMP and the integrated technology layer of USA Financial.
- LPL Financial: Largest U.S. independent broker-dealer and RIA support platform serving independent financial advisors with custody, technology, compliance, and practice management — the most direct large-scale comparable to USA Financial's multi-subsidiary advisor platform model.
- Cambridge Investment Research: Independent broker-dealer and RIA support firm for financial advisors, offering practice management, technology, and investment solutions — closely aligned with USA Financial Securities' broker-dealer and RIA services and Advisor Advancement offerings.
Emerging players
- iCapital Network: Tech-enabled platform for alternative investments and direct indexing serving advisors — overlapping with USA Financial's 2026 direct indexing launch with J.P. Morgan Asset Management and the broader push toward portfolio sophistication.
Broad incumbents
- Envestnet: Large-scale TAMP and advisor technology platform serving thousands of advisors with managed account solutions, portfolio analytics, and practice management — a broader incumbent in the same TAMP/managed accounts category as USA Financial Exchange.
- Schwab Advisor Services: Custody and advisor platform from Charles Schwab serving independent RIAs with custody, technology, and practice resources — a much larger incumbent that competes with USA Financial Securities and Advisor Advancement for the same advisor customers.
- SEI Investments: Diversified asset management and TAMP platform serving advisors and institutions — operates at much greater scale than USA Financial Formulas/Exchange but competes for the same advisor relationships.
Others
- Smarsh (Advisor Engine / RegEd): Compliance and advisor technology vendor to broker-dealers and RIAs — comparable to the incorporated compliance and compliance support stack embedded within USA Financial Advisor Advancement and Securities.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
USA Financial social profiles
Digital presenceUSA Financial financial estimates
Financial estimateRevenue estimate
Valuation estimate
USA Financial leadership team
Management profileNumber of profiles
Profiles5 records
USA Financial subsidiaries and ownership
Company hierarchySubsidiaries5 records
USA Financial funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
USA Financial 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 USA Financial
What does USA Financial do?
USA Financial is a financial services company that operates a family of five specialized subsidiaries serving independent financial advisors. Through USA Financial Exchange (a custodian-agnostic TAMP platform), USA Financial Formulas (rules-based asset management), USA Financial Securities (RIA/broker-dealer), USA Financial Insurance Services (FMO/IMO), and USA Financial Advisor Advancement (coaching, marketing, and technology services), the company delivers an integrated ecosystem of investment management, brokerage, insurance distribution, compliance, and practice management solutions.
Is USA Financial a public or private company?
USA Financial is a private company. It is classified as management employee owned and is currently operating.
When was USA Financial founded?
USA Financial was founded in 2008. It employs 11 to 50 people.
Where is USA Financial based?
USA Financial is headquartered in Ada, United States, in the North America region.
How does USA Financial make money?
Four revenue lines are on record. TAMP and Asset Management Services are the primary driver. The others are RIA and Broker-Dealer Services, coaching, Consulting, and Practice Management and insurance and Annuity Distribution.
Who are USA Financial's main competitors?
Direct peers on record are Commonwealth Financial Network, Cetera Financial Group, Orion Advisor Solutions, LPL Financial and Cambridge Investment Research. iCapital Network is listed as an emerging player. Broad incumbents are Envestnet, Schwab Advisor Services and SEI Investments. Smarsh (Advisor Engine / RegEd) is listed as an others.
Does USA Financial have an API?
No public API is recorded for USA Financial.
What industry is USA Financial in?
USA Financial's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEABAA, Registered Investment Advisor (RIA) Wealth Management, with a secondary code of FSAAAAAG, Managed Accounts & Model Portfolios (SMA/UMA). Its NAICS code is 523940 and its SIC code is 6211.