USA Financial

Financial Advisory Servicesusafinancial.com

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

Turnkey asset management
Broker-dealer services
Insurance distribution
Practice management consulting
Financial advisor services

Where USA Financial is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers1 record

Segments2 records

Ideal customer profiles2 records

USA Financial technology and API

Technology

Technology 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 signal

Partnerships

Three partnerships are on record, tiered core.

J.P. Morgan Asset ManagementcoreTechnology or IntegrationUSA 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)coreTechnology or IntegrationUSA Financial Formulas collaborates with Ned Davis Research to offer three new investment strategies to financial advisors and their clients.
AmeriLifecoreStrategic or Co-development PartnerUSA 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 assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

USA Financial leadership team

Management profile

Number of profiles

Profiles5 records

USA Financial subsidiaries and ownership

Company hierarchy

Subsidiaries5 records

USA Financial funding detail

Funding detail

Funding 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 investment

M&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?

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.