The Lyman Group

What The Lyman Group does

The Lyman Group is an independently owned financial advisory firm headquartered at One Union Square in Seattle, Washington, operating as The Lyman Group, LLC. The firm provides life and disability insurance, personal risk management, retirement planning, estate and legacy planning, and business continuity services to affluent individuals, families, and closely held business owners primarily in the Pacific Northwest. Day-to-day operations are run by three named principals (Managing Partner Michael Lyman, Principal/CFO Melinda Crandall, and Director of Operations Lacey Wilkins), with securities and investment advisory services delivered through an arm's-length arrangement with M Holdings Securities, Inc. (Member FINRA/SIPC).

The core service portfolio spans four tracks: Personal Risk Management (life and disability insurance as income and asset protection), Business Continuity Planning (succession planning, buy-sell funding, key person protection, employee retention), Wealth Transfer (estate tax funding, legacy planning, charitable planning), and Insurance products (term and permanent life, disability income, long-term care, plus indexed universal life with long-term care riders). Technology stack is light: the firm uses an electronic underwriting platform to expedite carrier approvals, with no disclosed proprietary software, patents, or API integrations. Through membership in M Financial Group, the firm accesses proprietary insurance solutions that can be modified for non-standard, high-net-worth use cases, including wellness reward programs — a structural differentiator against off-the-shelf advisor channels.

Revenue is generated almost entirely from commissions on insurance placements and advisory fees tied to those placements; no pricing is publicly disclosed. Go-to-market is sales-led and relationship-driven: clients are acquired via professional advisor referrals, direct outreach, and inbound from the firm's educational blog and social channels (Facebook, Twitter, LinkedIn), with a complimentary initial consultation as the entry point and an annual policy review cadence that functions as ongoing retention. Customer segments are hybrid — affluent individuals/families, closely held business owners, and high-income executives — with named case-study clients including Apex Steel (steel fabrication), Arnies Restaurants (18+ year relationship), Baobab Foods (food ingredient distribution), and Sequoyah Electric (electrical contracting), indicating a particular focus on Pacific Northwest SMB owners with succession and exit-planning needs.

Name

The Lyman Group

Legal name

The Lyman Group, LLC

Website

https://thelymangroup.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

1–10 employees

Short description

The Lyman Group is a Seattle-based financial advisory firm offering life and disability insurance, risk management, retirement planning, and business and legacy planning services to affluent individuals, families, and closely held business owners primarily in the Pacific Northwest.

Ownership category

akta.pro rank

Product category

Financial Advisory and Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

• Life insurance brokerage
• Estate planning services
• Business succession planning
• Disability insurance advisory
• Wealth transfer planning

Headquarters

HQ city

Seattle

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. Insurance Product Sales: The firm earns commissions from the sale of insurance products (life insurance, disability insurance, long-term care policies) through their carrier partners. They also provide advisory and planning services tied to these product sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The Lyman Group is a financial advisory and insurance brokerage firm that sells life insurance, disability insurance, and long-term care products, and delivers risk management, retirement, legacy, business succession, and wealth transfer planning services. Offerings are organized under Personal Risk Management, Business Continuity Planning, and Wealth Transfer, with proprietary solutions accessed through M Financial membership. Services begin with a complimentary consultation and include ongoing annual policy and planning reviews.

Product overview

The Lyman Group is a relationship-focused financial advisory firm offering a unified portfolio of financial planning and insurance services. The core offering consists of Personal Risk Management, Business Continuity Planning (including succession and protection planning), Wealth Transfer (estate and legacy planning), and Insurance products (life and disability insurance). Through their M Financial membership, they provide proprietary insurance solutions with flexible options. The firm also offers Long-Term Care Planning, Retirement Planning, and Employee Retention Planning as specialized services. All offerings are delivered through a collaborative approach with clients' existing advisors, with annual reviews to maintain financial roadmaps.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Risk Management Comprehensive financial planning service providing asset protection during working years and supplemental tax-favored income for retirement, including income protection through life and disability insurance, for affluent individuals and families.
• Business Continuity Planning Financial strategies for closely held business owners covering business succession planning, business protection planning, and employee retention planning to ensure successful business transition.
• Wealth Transfer Estate planning services focused on minimizing taxes and maximizing wealth transfer to future generations, including estate tax funding, legacy planning, and charitable planning.
• Life Insurance Life insurance products offering death benefit protection and living benefits including tax-deferred cash value for education, emergencies, retirement income, and long-term care coverage, including term and permanent policies.
• Disability Insurance Income protection insurance that maintains standard of living when injury or condition prevents completion of core work functions; for businesses, provides funds to buy out an owner's interest.
• Long-Term Care Planning Planning services and product options for future long-term care needs as Americans live longer.
• Proprietary Offerings Exclusive financial solutions through M Financial membership, providing flexible insurance options that can be innovatively modified to meet affluent client needs, including wellness reward programs.

Named customers4 records

Segments3 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.

• M Financial GroupcoreStrategic or Co-development Partner · 1 January 1978The Lyman Group is a member of M Financial Group, founded in 1978 on the belief that 'off-the-shelf' solutions don't meet the needs of affluent and business clients. This membership provides exclusive access to unique insurance solutions with flexible options that can be innovatively modified to meet client needs. Securities and investment advisory services are offered through M Holdings Securities, Inc., a registered broker/dealer and investment advisor.
• Insurance Carrier PartnerscoreChannel Partner/ Reseller/ DistributorThe firm works with multiple major insurance carriers including Lincoln Financial Group, Hancock Life Insurance, Nationwide, Pacific Life, Prudential Financial, TIAA, Symetra, Unum, and Penn Mutual. These carrier relationships enable the firm to provide diverse insurance solutions to meet client needs.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Homrich Berg: Independent wealth management firm serving affluent individuals, families, and business owners with comprehensive financial planning including estate, tax, and succession strategies. Comparable in service breadth and target clientele.
• Snowden Lane Partners: Independent wealth advisory firm built by former wirehouse advisors, serving affluent individuals and families with comprehensive financial planning. Comparable boutique scale, client focus, and advisor-led service model.
• Aspiriant: Independent wealth advisory firm specializing in serving high-net-worth individuals and families with estate planning, tax strategy, and investment advisory services. Comparable in niche focus on affluent clients with complex planning needs.
• Buckingham Strategic Wealth: Independent wealth management firm providing financial planning, investment management, and tax strategy for affluent individuals and families. Comparable in holistic planning approach and niche affluent focus.
• Lenox Advisors: Independent wealth advisory and insurance brokerage serving affluent individuals, families, and business owners. Directly comparable in service mix (insurance brokerage, financial planning, wealth transfer) and target client profile to The Lyman Group.
• Modera Wealth Management: Independent, fee-based wealth management firm serving affluent individuals and business owners with comprehensive financial planning. Comparable in client segmentation and holistic planning approach, though larger in scale.
• Capstone Wealth Advisors: Independent wealth management firm providing financial planning, investment management, and estate planning to high-net-worth individuals and business owners. Similar boutique scale and client-centric service model.

Broad incumbents

• Carson Group: Large independent wealth management platform serving financial advisors and their clients with practice management, technology, and product access. Broader and larger than The Lyman Group but competes in the same independent advisory space serving affluent clients.
• Creative Planning: Large independent wealth management and financial planning firm serving high-net-worth individuals and business owners. Operates in the same space with broader scale and national footprint, but competes for the same client type.

Others

• M Financial Group: The Lyman Group's parent membership network and strategic partner. M Financial provides the proprietary insurance products and distribution platform that differentiates The Lyman Group from standard brokerages, making it the most operationally connected peer.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/thelymangroup
• Facebookfacebook.com/thelymangroupseattle
• LinkedInlinkedin.com/company/the-lyman-group

Compliance5 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 The Lyman Group