Priority Financial Group

What Priority Financial Group does

Priority Financial Group (PFG) is a privately held, Phoenix-headquartered wealth management firm founded in 2003 that operates an advisor-first, multi-custodial platform serving independent financial advisors, registered investment advisors (RIAs), and financial institutions (credit unions and community banks) across nine U.S. states. The firm does not custody client assets directly; instead, it provides affiliation models, compliance infrastructure, technology, and back-office support that allow independent practitioners to operate their own practices under a unified umbrella. As of the latest reporting, PFG supports more than 70 affiliated advisors and institution-based professionals, serves 18,000+ end-client households, and administers $4.5B+ in assets on the platform. The firm is led by founder, CEO, and President Mike Prior.

PFG's product surface is organized around four core offerings: PFG Advantage (the flagship flexible affiliation platform for independent advisors and teams), PFG RIA Advantage (a roll-up platform for smaller RIAs seeking to fold into PFG's independent RIA), Program Management (a turnkey RIA platform for credit unions and community banks), and Consulting Services (advisory work for institutional wealth programs). Supporting client education assets include a suite of financial calculators, an educational video library, and an articles/insights content hub. Investment advisory services are delivered through PFG Advisors, LLC, an SEC-registered investment adviser, and securities are offered through United Planners Financial Services of America (Member FINRA/SIPC), which was selected as PFG's broker-dealer in November 2025 and formally announced in December 2025.

PFG's revenue model is recurring and platform-mediated. The firm earns investment advisory fees (via PFG Advisors, LLC), broker-dealer-related revenue (via the United Planners relationship), and program management fees from institutional partners. End-clients are served indirectly through affiliated advisors rather than through a direct consumer brand, and the go-to-market motion is sales-led and relationship-based: recruiting growth-minded independent advisors, securing credit union and community bank partnerships for turnkey wealth programs, and acquiring smaller RIAs through the PFG RIA Advantage roll-up vehicle. Marketing is primarily executed through a content-rich website (pfgteam.com) with educational tools, direct outreach, and partner referrals. No public funding, M&A, or external ownership is disclosed; the firm appears to be founder/management-owned.

Name

Priority Financial Group

Legal name

Priority Financial Group

Website

https://pfgteam.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Priority Financial Group is a private, Phoenix-based wealth management firm operating a multi-custodial advisor affiliation platform serving independent advisors, smaller RIAs, and credit unions/community banks across nine U.S. states, supporting 70+ advisors, 20+ financial institution partners, and $4.5B+ in assets.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

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

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Wealth management services
• Advisor affiliation platform
• RIA partnership programs
• Financial institution consulting
• Investment advisory services

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wealth Management Services: PFG provides comprehensive wealth management solutions to independent advisors, financial institutions, and RIAs. Revenue is generated through investment advisory fees, broker-dealer services (via United Planners), and program management fees for institutional partners. The multi-custodial, advisor-first model supports recurring revenue from advisor affiliations and institutional partnerships.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Priority Financial Group (PFG) provides wealth management affiliation and infrastructure services to independent financial advisors, financial institutions (credit unions and community banks), and smaller registered investment advisors (RIAs). Through its multi-custodial platform, PFG offers flexible affiliation models, turnkey RIA services, program management, consulting, and back-office, compliance, and technology support. Securities are offered through broker-dealer partner United Planners Financial Services, and investment advisory services are delivered through subsidiary PFG Advisors, LLC.

Product overview

Priority Financial Group is a wealth management firm offering a unified platform with multiple affiliated models for independent advisors, financial institutions, and RIAs. The core product is PFG Advantage, a flexible affiliation platform supporting independent advisors across 9 states. Supporting modules include PFG RIA Advantage (for registered investment advisors seeking to scale), Program Management and Consulting Services (for credit unions and community banks), and PFG Financial Advisors (client-facing advisor network). Additional educational resources include Financial Calculators, Educational Videos, and Articles & Insights covering retirement, investment, estate, insurance, and tax planning topics. Securities are offered through United Planners Financial Services of America (Member FINRA/SIPC), and investment advisory services are provided through PFG Advisors, LLC, an SEC registered investment adviser.

Differentiator

Problem solved

Functional benefit

Brands

• PFG Advantage: A brand platform offering PFG's team, values, community engagement, and organizational resources to prospective advisors and partners.
• PFG RIA Advantage

Products and services

• PFG Advantage Comprehensive wealth management affiliation platform providing flexible affiliation models for independent advisors, advisor teams, and institution-based professionals, including back-office, technology, and compliance support under a multi-custodial model.
• PFG RIA Advantage Affiliation program that allows smaller registered investment advisory (RIA) firms to fold into PFG's independent RIA, gaining access to full back-office support, integrated technology, and compliance infrastructure while retaining client relationships and identity.
• Program Management Wealth management program services designed for financial institutions (credit unions and community banks), providing scalable, compliant, member-focused wealth management program implementation and management through PFG's turnkey RIA platform.
• Consulting Services Advisory and consulting services provided to financial institution partners for wealth program optimization, operational support, and program improvement or launch.
• PFG Financial Advisors Network of independent financial advisors affiliated with Priority Financial Group, serving individual clients and families across the United States with long-term financial guidance, retirement, investment, estate, insurance, and tax planning services. Securities offered through United Planners Financial Services of America (Member FINRA/SIPC).

Quantifiable outcome

• $4.5B+ in assets served across 18,000+ clients and 70+ advisors nationwide

Named customers4 records

Segments4 records

Ideal customer profiles3 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.

• United Planners Financial ServicescoreChannel Partner/ Reseller/ Distributor · 4 December 2025United Planners Financial Services serves as PFG's broker-dealer, supporting PFG's network of advisors and institutions. This strategic alliance enhances service independence, flexibility, and growth, with PFG continuing to access a multi-custodial, high-service ecosystem. Securities are offered through United Planners Financial Services of America, Member FINRA/SIPC.
• United Planners Financial ServicescoreChannel Partner/ Reseller/ Distributor · 14 November 2025PFG selected United Planners as its new broker-dealer as part of its advisor-first growth strategy. The partnership advances PFG's multi-custodial, advisor-first approach, providing enhanced flexibility and service for the firm's network of advisors and institutional partners.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Commonwealth Financial Network: Independent broker-dealer and RIA platform serving mid-market advisors with a multi-custodial, advisor-first model. Closest analog to PFG in business model, customer segment, and growth approach.
• Cambridge Investment Research: Mid-to-large independent broker-dealer supporting independent advisors and RIAs with flexible affiliation models and institutional wealth programs. Directly comparable to PFG's advisor and institution tracks.
• Sanctuary Wealth Group: High-service platform serving breakaway advisors transitioning from wirehouses and captive firms with a multi-custodial, advisor-first model. Strongly comparable positioning to PFG's growth thesis.
• Wealth Enhancement Group: Independent wealth platform acquiring and affiliating with advisor firms, RIAs, and institutional programs. Comparable RIA tuck-in strategy and institutional partnership approach to PFG.
• Arkadios Capital: Independent broker-dealer platform offering multi-custodial, advisor-first affiliation models to independent advisors and RIAs — closely comparable to PFG's flexible affiliation approach.

Broad incumbents

• LPL Financial: Largest U.S. independent broker-dealer with national footprint, broad technology platform, and institutional wealth offerings. PFG competes with LPL for the same advisor and institution pipeline at a smaller scale.
• Cetera Financial Group: Multi-channel independent wealth platform serving independent advisors, institutions, and RIAs. Overlapping customer base and platform approach with PFG, but at significantly greater scale.
• Atria Wealth Solutions: Multi-brand independent wealth platform supporting independent advisors, RIAs, and institutions. Overlaps PFG in advisor affiliation and institutional wealth program offerings.
• Kestra Financial: Independent wealth platform supporting financial advisors and institutions with wealth management programs and technology. Comparable institutional and advisor segments to PFG.
• Osaic (formerly Advisor Group): Large independent wealth platform serving independent advisors, RIAs, and institutions with multi-channel affiliation models. Competes for the same advisor and institution pipeline as PFG.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Priority Financial Group