TADA

What TADA does

Thornwood Financial, operating under the consumer-facing name TADA (website: tadawealthadvisors.com), is a privately held, fee-based independent financial advisory firm headquartered at 6226 Bankers Road STE 1, Mount Pleasant, Wisconsin. Founded in 2019 with a headcount in the 1-10 range, the firm operates as a fiduciary serving individual investors and successful professionals in the Wisconsin region. Its offering spans goal-based financial planning, wealth accumulation and protection, tax optimization (including Roth IRA conversions and 1031 exchanges), retirement planning with 401K rollovers, and insurance portfolio management.

The firm does not operate a proprietary technology platform; client account access is provided through a third-party portal at mainaccount.com, and the marketing site is a standard content site. Revenue is generated primarily through fee-based financial planning and managed portfolios, with securities distributed through Concorde Investment Services (CIS, FINRA/SIPC member), advisory services offered through Concorde Asset Management (CAM, an SEC-registered investment adviser), and insurance products delivered through Concorde Insurance Agency (CIA). Thornwood Financial is structured as independent of all three Concorde affiliates.

Commercial activity is sales-led and consultative: prospects are acquired via a free consultation funnel supported by a content-driven marketing program (insights blog, webinars, event calendar, an 'Ask Mark & Laura' Q&A platform, and a downloadable guide on evaluating financial advisors). No funding rounds, M&A, leadership changes, or patents are disclosed in the input data.

Name

TADA

Legal name

Thornwood Financial

Website

https://tadawealthadvisors.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

TADA (operating as Thornwood Financial) is a fee-based, fiduciary independent financial advisory firm in Mount Pleasant, Wisconsin, serving individual investors and professionals with financial planning, managed portfolios, tax optimization, and insurance products via Concorde affiliates.

Ownership category

akta.pro rank

Headquarters

HQ city

Racine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-Based Financial Planning: The company operates on a fee-based planning model where advisors create and manage investment portfolios for clients, keeping close watch on assets and taking action to capitalize on opportunities and manage risk.
2. Securities and Investment Management: Securities offered through Concorde Investment Services, LLC (CIS), member FINRA/SIPC. Advisory services offered through Concorde Asset Management, LLC (CAM), an SEC registered investment adviser.
3. Insurance Products: Insurance products offered through Concorde Insurance Agency, Inc. (CIA), providing annuity and insurance portfolio management services.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

TADA delivers fee-based, fiduciary financial planning and wealth management for individual investors and professionals. Services include goal-based financial planning, hand-picked diversified portfolio construction, tactical asset allocation, retirement planning (401K rollovers and Roth IRA conversions), tax optimization (including 1031 exchanges), and insurance portfolio management. Securities are distributed through Concorde Investment Services, advisory services through Concorde Asset Management, and insurance products through Concorde Insurance Agency.

Differentiator

Problem solved

Functional benefit

Products and services

• Managed Portfolios
• Annuities
• 401K Rollovers
• Roth IRA Conversion Strategies Tax-optimization service advising clients on Roth IRA conversions as part of retirement and tax planning strategies.
• Insurance Portfolio Management
• Tactically Managed Portfolio Portfolio management approach using tactical asset allocation with ongoing monitoring and adjustments to capitalize on opportunities and manage risk.
• Comprehensive Financial Planning Fee-based financial planning service defining client goals, creating action plans, and providing ongoing portfolio management with fiduciary standard of care.

Quantifiable outcome

• Clients have access to a team of experts working on tax, debt, and investment strategies

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Concorde Investment Services, LLC (CIS)coreChannel Partner/ Reseller/ DistributorSecurities offered through CIS, a FINRA/SIPC member broker-dealer. This is a critical channel partnership enabling Thornwood Financial to offer securities products to clients. The firms are separate entities with Thornwood Financial operating independently.
• Concorde Asset Management, LLC (CAM)coreChannel Partner/ Reseller/ DistributorAdvisory services offered through CAM, an SEC registered investment adviser. This partnership enables Thornwood Financial to provide registered investment advisory services. Thornwood Financial operates independently of CAM.
• Concorde Insurance Agency, Inc. (CIA)coreChannel Partner/ Reseller/ DistributorInsurance products offered through CIA, enabling Thornwood Financial to provide annuity and insurance portfolio management services. Thornwood Financial is independent of CIA.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Creative Planning: Large national independent RIA offering comprehensive fee-based wealth, tax, retirement, and estate planning to individuals and families. Comparable to Thornwood in its fiduciary, full-stack planning model, but at vastly greater scale and geographic reach.
• Mariner Wealth Advisors: National independent wealth advisory firm offering financial planning, investment management, tax, retirement, and insurance solutions to individuals and institutions. Highly comparable in service mix, but operates at multi-billion-AUM scale across many states.
• Carson Group: Wealth management firm and RIA-supporting platform serving independent financial advisors with planning, investment, and insurance capabilities. Comparable in delivering a full planning stack through affiliated product entities, similar to Thornwood's Concorde structure.
• LPL Financial: Largest independent broker-dealer in the US, providing small and mid-sized RIA practices with custody, securities, advisory, and insurance infrastructure. Comparable as an alternative platform model to Concorde for a firm like Thornwood.
• Northwestern Mutual: Major US financial services company combining insurance, investment, and wealth advisory with a strong field-advisor presence in the Midwest. Comparable in its integrated insurance + wealth management offering and in serving Wisconsin-based professionals and families.
• Edward Jones: National financial services firm with a deep branch network delivering investment, retirement, and insurance advice to individual investors. Comparable in targeting middle- and upper-middle-income households and competing for the same local Wisconsin clientele.

Direct peers

• Buckingham Strategic Wealth: Fee-only RIA focused on evidence-based financial planning, tax strategies, and retirement income for individuals and families. Closely comparable in fiduciary model, planning-first approach, and use of specialized tax and retirement strategies (e.g., Roth conversions, 401K rollovers).
• Commonwealth Financial Network: Independent broker-dealer and RIA platform supporting small and mid-sized advisory practices with securities, advisory, and insurance distribution — structurally analogous to Thornwood's relationship with Concorde (CIS/CAM/CIA).
• Cetera Financial Group: Independent broker-dealer and RIA-supporting platform offering securities, advisory, and insurance distribution to small and mid-sized advisory practices — a direct alternative platform model to Concorde for a multi-affiliate advisory firm like Thornwood.

Emerging players

• Facet Wealth: Digital-first flat-fee RIA offering comprehensive financial planning for professionals and households. Comparable in targeting successful professionals with a planning-centric, fiduciary value proposition, but competes via a fully remote, technology-led delivery model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 TADA