Horseman Group

What Horseman Group does

Horseman Group was a St. Louis, Missouri-based financial advisory firm founded over 30 years ago that delivered wealth management, financial planning, investment management, tax planning, estate planning, and insurance services to individual clients and a niche vertical of airline employees. The firm operated from 3 CityPlace Drive, Suite 290, St. Louis, MO 63141 with a small team of 11–50 staff, including Partner Advisors John Horseman and Bill Macher, plus additional Financial Advisors, Associate Advisors, and client service personnel. Its technology footprint was conventional for a registered investment advisor: a client portal (Tamarac), custody and product integrations with TD Ameritrade, Jackson, American Funds, Transamerica, Voya, Lincoln Financial, Brighthouse, and AXA, and quote-based advisory fees billed annually and tied to client assets under management. GTM was sales-led, built on local referrals and long-standing client relationships in the St. Louis market.

In 2022, Horseman Group entered a partnership with Allworth Financial — a Sacramento-area RIA founded by Scott Hanson and Pat McClain, which reports approximately $39 billion in AUM as of 6/5/2026. The relationship has since progressed to full integration: the Horseman Group team now operates under the Allworth Financial brand and platform, including access to Allworth Tax Solutions (tax planning) and HMRN Insurance Agency (insurance services), while continuing to serve clients from the same St. Louis office and phone line. As a result, Horseman Group no longer operates as an independent legal entity; its clients and staff are part of Allworth's national wealth management footprint, which also offers 401(k) plan management for employers and dedicated services for airline employees.

Name

Horseman Group

Legal name

Horseman Group

Website

https://horsemangroup.com

Company type

Private

Founded year

1978

Operating status

Acquired

Headcount range

11–50 employees

Short description

Horseman Group was a St. Louis-based financial advisory firm offering wealth management, retirement planning, and tax and estate services to individual investors, now fully integrated into Allworth Financial.

Ownership category

akta.pro rank

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Wealth management and financial advisory services including financial planning, investment management, tax planning, estate planning, and insurance services. Revenue generated through advisory fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Horseman Group delivers personalized wealth management and financial advisory services to individual clients and employers, encompassing financial planning, investment management, tax planning, estate planning, and insurance solutions. The firm also offers 401(k) plan management for employers and specialized financial services for airline industry employees. Since 2022, the firm has operated as a fully integrated division of Allworth Financial while maintaining its St. Louis, Missouri office and client relationships.

Product overview

Horseman Group, now fully integrated with Allworth Financial, operates as a financial advisory firm offering a unified wealth management platform. The core offering encompasses wealth management services including financial planning, investment management, tax planning (via Allworth Tax Solutions), estate planning, and insurance services (via HMRN Insurance Agency). Additional specialized services include 401(k) management for employers and tailored financial services for airline employees. The firm is led by Partner Advisors John Horseman and Bill Macher, supported by a team of Financial Advisors, Associate Advisors, and administrative staff.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management Services Comprehensive wealth management services including financial planning, investment management, tax planning, estate planning, and insurance services delivered by professional advisors to individual clients and families.
• Financial Planning Personalized financial planning services to help individual clients and families define and achieve their financial goals, including retirement readiness and life-event planning.
• Investment Management Professional discretionary investment management of client portfolios, supported by Allworth Financial's CIO insights and integrated custodian relationships.
• Tax Planning Tax planning services provided to clients through Allworth Tax Solutions, an affiliate of Allworth Financial, supporting individual and family tax optimization.
• Estate Planning Estate planning services to help individual clients and families prepare for the transfer of assets and preservation of wealth across generations.
• Insurance Services Insurance services offered through HMRN Insurance Agency, LLC, providing life, disability, and other personal insurance solutions to individual clients.
• 401(k) For Employers 401(k) plan management services for employer plan sponsors, supporting plan design, administration, and participant retirement benefits.
• Airline Employees Services Specialized financial advisory and retirement planning services tailored to airline industry employees, addressing unique benefits, pensions, and pilot/flight crew financial considerations.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

One partnership is on record.

• Allworth FinancialcoreStrategic or Co-development Partner · 1 January 2022Horseman Group partnered with Allworth Financial in 2022 and is now fully integrated with the firm. The partnership provides Horseman Group with greater resources and support while maintaining the local St. Louis presence. Allworth Financial, founded over 30 years ago by Scott Hanson and Pat McClain, provides comprehensive wealth management services and has received NBRI 'Best in Class' designation ranking it among the most admired brands in financial services.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Allworth Financial: Parent company of Horseman Group following the 2022 partnership and full integration. Offers identical wealth management, financial planning, tax planning, estate planning, insurance, and 401(k) services and is the most directly comparable peer since it now owns and operates the Horseman team.
• Buckingham Strategic Wealth: Independent RIA focused on evidence-based financial planning and investment management for individuals and families. Comparable service offering, fee-based model, and emphasis on advisor-led fiduciary advice.
• Focus Financial Partners: Partnership model for independent RIAs offering wealth management services, very similar in concept to how Allworth Financial has partnered with and absorbed Horseman Group. Comparable in roll-up strategy and advisor-friendly affiliation model.
• Carson Group: RIA platform and partnership model providing wealth management, financial planning, and business consulting to independent advisors. Highly comparable to the Allworth-Horseman partnership structure and target advisor demographic.

Broad incumbents

• Edward Jones: Large national registered investment advisor and broker-dealer with a regional-branch model very similar to Horseman Group's face-to-face advisory approach. Serves individual investors with financial planning and investment management, making it a direct comparator on go-to-market and customer segment.
• Mariner Wealth Advisors: Large national RIA offering comprehensive wealth management, financial planning, tax, and estate services. Comparable on full-stack wealth offerings and target clientele of high-net-worth individuals, but operates at significantly greater scale than Horseman.
• Creative Planning: Large independent RIA providing wealth management, tax planning, estate planning, and retirement plan services. Comparable service menu and target segment to Horseman, but national footprint and substantially larger AUM.
• LPL Financial: Largest independent broker-dealer in the U.S. supporting thousands of financial advisors with wealth management platforms. Comparable as a competing infrastructure and affiliation option for independent advisors similar to Horseman.
• Cetera Financial Group: Independent broker-dealer and RIA supporting financial advisors with wealth management, financial planning, and practice management services. Comparable on affiliation model and target advisor customer base.
• Commonwealth Financial Network: Independent broker-dealer and RIA serving individual financial advisors with wealth management and practice support services. Comparable affiliation model and similar regional advisor-client focus to Horseman's pre-acquisition operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Horseman Group