Strategic Retirement Partners

What Strategic Retirement Partners does

Strategic Retirement Partners (SRP) is an independent, privately held retirement plan consulting and wealth management firm headquartered in Annapolis, Maryland, founded in 2015 by CEO Jeff Cullen and COO Deane Mayerhofer. The firm advises corporate and non-profit plan sponsors on 401(k), 403(b), defined benefit, cash balance, and ESOP plans, offering fiduciary governance documentation, plan design optimization, investment due diligence, benchmarking/RFP support, executive benefits, workplace financial wellness programs, and outsourced 3(38) investment management. Investment advisory services are delivered through WELLth Advisory Services, LLC, an SEC-registered investment adviser, while securities are offered through LPL Financial (Member FINRA/SIPC); the firm also extends services to individual investors and families through the WELLthBuilder wealth platform.

The firm scaled from roughly $100,000 of initial capital to advising on 1,393 retirement plans totaling $26.43 billion in assets under management as of January 1, 2026, supporting 396,000 plan participants through 36 offices nationwide and more than 130 professionals. SRP has no outside private equity or institutional shareholders — over half of its professionals are equity holders — and grew organically through an advisor-recruitment model, self-built proprietary operations and technology infrastructure, and consecutive CEFEX fiduciary certifications (eight cycles since 2018), supported by NAPA Top DC Advisor Teams, PLANADVISER Top Retirement Plan Adviser, and six consecutive Pensions & Investments Best Places to Work in Money Management awards.

Revenue is generated fee-based through two regulated streams: investment advisory fees via WELLth Advisory Services (recurring, AUM-based wealth and retirement plan consulting) and brokerage/transactional revenue via registered representatives of LPL Financial. Distribution is consultative and relationship-led: a nationwide field force targeting plan sponsor committees runs a multi-year advisory engagement supported by content marketing (webinars, blog, YouTube), industry-conference presence, and an advisor-recruitment channel that markets operational and technology support to experienced producers.

Name

Strategic Retirement Partners

Legal name

WELLth Advisory Services, LLC

Website

https://srpretire.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Strategic Retirement Partners is an independent retirement plan consulting and wealth management firm advising 1,393 corporate and non-profit plan sponsors on $26.43 billion across 36 U.S. offices, serving 396,000 participants through its SEC-registered RIA WELLth Advisory Services.

Ownership category

akta.pro rank

Product category

Retirement Plan Consulting

NAICS

Portfolio Management and Investment Advice (523940), Pension Funds (525110)

SIC

Investment Advice (6282), Services-Management Consulting Services (8742)

akta.pro primary industry

Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)

Keywords

• Retirement plan consulting
• Fiduciary advisory services
• Defined contribution plans
• Investment advisory services
• Wealth management services

Headquarters

HQ city

Annapolis

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: Fee-based investment advisory services provided through WELLth Advisory Services, LLC, an SEC-registered RIA. Services include retirement plan consulting, fiduciary guidance, investment selection and monitoring, and wealth management for individuals.
2. Securities and Brokerage: Securities offered through LPL Financial, Member FINRA/SIPC. Registered representatives provide brokerage services alongside investment advisory offerings.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Strategic Retirement Partners is an independent retirement plan consulting firm that advises 1,393 workplace retirement plans totaling $26.43 billion on fiduciary governance, plan design, investment due diligence, fee benchmarking, and vendor selection. It also delivers personalized wealth management and financial planning services to individuals and families through its SEC-registered RIA subsidiary, WELLth Advisory Services. Securities products are made available through its broker-dealer relationship with LPL Financial.

Product overview

Strategic Retirement Partners is an independent retirement plan consulting and wealth management firm offering a comprehensive suite of services. The core offering consists of Retirement Plan Consulting (covering 401(k)/403(b), Defined Benefit, Cash Balance, and ESOP plans) paired with Wealth Management delivered through WELLth Advisory Services, their SEC-registered RIA. Additional services include Executive Benefits, Institutional Investment Management (with outsourced 3(38) investment management), and Workplace Financial Wellness. The firm also provides fiduciary training and plan design optimization as key service features, operating through their SEC-registered RIA with securities offered through LPL Financial.

Differentiator

Problem solved

Functional benefit

Brands

• WELLth Advisory Services: SEC-registered RIA (Registered Investment Advisor) that extends SRP's expertise beyond retirement plans to broader financial well-being of individuals and families.
• WELLthBuilder

Products and services

• Retirement Plan Consulting Comprehensive retirement plan consulting for corporate and non-profit plan sponsors covering 401(k)/403(b), Defined Benefit, Cash Balance, and ESOP plans, including fiduciary guidance, plan design optimization, investment selection and monitoring, fee benchmarking, and vendor selection.
• Wealth Management (WELLth Advisory Services) Personalized wealth management and financial planning for individuals and families, delivered through the SEC-registered RIA, WELLth Advisory Services, covering retirement income planning, estate planning, tax optimization, and broader financial well-being.
• Executive Benefits Specialized executive benefit programs including deferred compensation plans and other executive compensation structures designed to retain key employees and provide supplemental retirement income.
• Institutional Investment Management Investment management services for institutional clients including Endowments & Foundations, Corporate Cash Management, and Outsourced 3(38) Investment Management, with investment policy development, asset allocation, and ongoing governance support.
• Workplace Financial Wellness Employee financial wellness education and engagement programs designed to help employees build financial confidence, make informed retirement decisions, and improve overall retirement readiness.
• Fiduciary Training Program Stand-alone fiduciary training program for plan sponsors that builds confidence, clarity, and practical tools to fulfill fiduciary duties effectively, including navigating DOL inquiries and audits.

Quantifiable outcome

• $26.43 billion in assets under management across 1,393 retirement plans
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• LPL FinancialcoreOthersSecurities offered through LPL Financial, Member FINRA/SIPC. This is a core regulatory relationship enabling SRP to offer securities products alongside its investment advisory services through WELLth Advisory Services.
• WELLth Advisory Services, LLCcoreOthersSRP operates its investment advisory services through WELLth Advisory Services, LLC, an SEC-registered investment advisor. WELLth employs or contracts with individuals who may be registered representatives of LPL Financial and investment adviser representatives of WELLth, or solely investment adviser representatives.
• VanguardminorStrategic or Co-development PartnerPanelist at 2026 PLANSPONSOR National Conference discussing evolution of QDIAs and personalized target-date funds. Industry collaboration on retirement planning trends.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CAPTRUST: One of the largest US independent retirement plan advisory firms, providing 401(k)/403(b) plan consulting, investment due diligence, and fiduciary services to corporate plan sponsors — directly comparable to SRP's core retirement plan consulting offering and target customer base.
• SageView Advisory Group: Independent retirement plan and wealth management advisory firm serving corporate plan sponsors and high-net-worth individuals. Overlaps directly with SRP across DC plan consulting, fiduciary services, and individual wealth management.
• Cammack Retirement Group: Independent retirement plan consulting firm offering plan design, investment advisory, and fiduciary services to corporate and nonprofit plan sponsors — same customer segment, same service mix, similar independent ownership profile as SRP.
• Sentinel Benefits & Financial Group: Mid-sized independent retirement plan advisory and consulting firm with similar focus on 401(k)/403(b) plan sponsor consulting, investment monitoring, and fiduciary support — closely aligned offering and customer profile.
• Newport Group (Newport Retirement Services): Retirement plan consulting, recordkeeping, and investment advisory firm serving corporate and institutional plan sponsors — overlapping SRP's plan-design, due-diligence, and outsourced investment management services.

Broad incumbents

• OneDigital: Large, PE-backed benefits, insurance, and retirement advisory platform offering 401(k)/403(b) plan consulting alongside broader health & welfare brokerage — competes with SRP on retirement plan advisory but at significantly greater scale and capital firepower.
• Mercer (Marsh McLennan): Global consulting firm offering retirement plan advisory, actuarial, and investment consulting to corporate plan sponsors. Overlaps with SRP on plan design and fiduciary advisory but as part of a much broader HR/benefits portfolio.
• Empower Retirement: Largest US retirement plan recordkeeper and administrator, providing plan-level advisory, participant accounts, and investment management — competes with SRP in the DC plan advisory space with massive scale, captive recordkeeping, and proprietary funds.
• Fidelity Workplace Investing: Fidelity Investments' retirement plan recordkeeping and advisory arm, with proprietary target-date funds and an in-house advisor channel — overlaps with SRP on corporate 401(k) advisory but competes against incumbent scale and captive product economics.
• NFP (Aon-owned benefits platform): Large, PE-backed (now Aon) insurance, benefits, and retirement plan advisory platform offering corporate retirement consulting and wealth management — competes with SRP in retirement plan advisory while bundling broader employee benefits and risk solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCLijhbU0TtBlNRCKX9yQiDg
• LinkedInlinkedin.com/company/strategic-retirement-partners
• Facebookfacebook.com/StrategicRetirementPartners

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Strategic Retirement Partners