HD Vest Financial Services

Name

HD Vest Financial Services

Legal name

Cetera Wealth Services, LLC

Website

https://hdvest.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Finance and Insurance (52), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)

SIC

Investment Advice (6282)

akta.pro primary industry

Tax-Focused Wealth Management RIAs (FSAAACAD)

akta.pro secondary industries

Financial Planning–Led RIAs (FSAAACAB), Managed Platforms & Wrap Programs for Private Clients (Model Portfolios, UMA/SMAs) (FSAAABAM), Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

Keywords

• Wealth management services
• Tax-intelligent planning
• Broker-dealer affiliation
• Investment advisory services
• Financial advisor support

Headquarters

HQ city

Irving

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Brokerage Services: Financial professionals affiliated with Cetera firms who are Registered Representatives offer brokerage services and receive transaction-based compensation (commissions).
2. Investment Advisory Services: Investment Adviser Representatives offer investment advisory services and receive fees based on assets under management (AUM).
3. Dual-Registered Services: Some financial professionals are both Registered Representatives and Investment Adviser Representatives, offering both brokerage and advisory services.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

HD Vest Financial Services, operating as Avantax Wealth Management, is a tax-intelligent wealth management platform that provides affiliation, back-office infrastructure, compliance, and differentiated planning tools to financial professionals. The company operates three affiliation models — Independent Broker-Dealer, Registered Investment Adviser (RIA), and Strategic Partnership — through which financial advisors, licensed tax professionals, and tax professionals offer brokerage, investment advisory, and tax-focused financial planning services to individual clients.

Product overview

Avantax® Wealth Management (a distinct community within Cetera Wealth Services, LLC) operates as a unified platform offering tax-intelligent wealth management services. The company was founded by a CPA over 40 years ago and provides a comprehensive suite comprising three financial professional segments (Financial Advisors, Licensed Tax Professionals, and Tax Professionals), three affiliation models (Independent Broker-Dealer, Registered Investment Advisers, and Strategic Partnership Program), and direct client services (Tax-Intelligent Planning, client services, and financial calculators). The platform differentiates through tax-centric planning tools and processes that enable advisors to help clients optimize tax efficiency.

Differentiator

Problem solved

Functional benefit

Products and services

• Avantax Wealth Management Platform Unified wealth management platform serving financial professionals for over 40 years, offering tax-centric financial planning and wealth management services under the Avantax brand.
• Independent Broker-Dealer Affiliation

Quantifiable outcome

• $154 million AUA transitioned successfully to Avantax community

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Cetera Wealth Services, LLCcoreStrategic or Co-development PartnerAvantax operates as a distinct community within Cetera Wealth Services, LLC. Cetera Financial Group encompasses independent retail firms including Cetera Advisors LLC, Cetera Wealth Services, Cetera Investment Services, and Cetera Financial Specialists. Avantax Planning Partners, Inc. is an SEC registered investment adviser within Aretec Group, Inc. (dba Cetera Holdings, an affiliate of Cetera).
• Oestriecher Financial Management ServicesminorChannel Partner/ Reseller/ DistributorWealth management firm in Alexandria, Louisiana with approximately $154 million in assets under administration. Transitioned from LPL to Cetera as part of succession plan to support next-generation advisors. Maintains focus on tax-centric financial planning and wealth management.
• FINRA/SIPCcoreOthersAvantax affiliated firms are members of FINRA (Financial Industry Regulatory Authority) and SIPC (Securities Investor Protection Corporation) for regulatory oversight and investor protection.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Advisor Group: Large multi-brand IBD platform (now part of Osaic) that competes with Avantax/Cetera for affiliated advisors across several communities, with broader product breadth but less tax-intelligent specialization.
• Schwab Advisor Services: Leading custodian and IBD-adjacent platform serving independent RIAs and advisors with scale advantages in custody, technology, and product access — competing indirectly for Avantax's target advisor profile.
• Raymond James Financial Services: Major wealth management and IBD franchise with a substantial independent advisor channel; competes with Avantax for high-quality breakaway advisors, offering broader resources but less tax-centric specialization.
• Fidelity Institutional Wealth Services: Large incumbent custodian and wealth platform serving RIAs and breakaway advisors with technology, custody, and product breadth — a key competitor for advisor recruiting, though not a tax-intelligence specialist.

Direct peers

• Kestra Financial: Independent wealth platform offering broker-dealer and RIA affiliation for financial professionals, competing for the same pool of breakaway and tax-focused advisors as Avantax.
• LPL Financial: Largest independent broker-dealer and RIA platform in the U.S., offering affiliation models across brokerage, advisory, and hybrid registrations — directly comparable to Avantax's three-model structure serving independent financial professionals.
• Cambridge Investment Research: Independent broker-dealer supporting affiliated advisors through multiple affiliation models, with comparable scale and an advisor-centric value proposition.
• Cetera Advisors LLC: Sibling entity within the same Cetera network serving affiliated financial professionals with broker-dealer and advisory services — the most direct internal comparable for Avantax.
• Commonwealth Financial Network: Independent broker-dealer/RIA serving individual financial advisors with affiliation, technology, and practice management support — closely paralleling Avantax's advisor-first community model.

Emerging players

• Wealthspire Advisors: Growing national RIA that competes for tax- and planning-focused advisors and clients with a fiduciary model; an emerging competitor in the same tax-aware wealth management category as Avantax.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/HDVest
• YouTubeyoutube.com/c/AvantaxWealth
• Facebookfacebook.com/hdvest
• LinkedInlinkedin.com/company/h.d.-vest-financial-services

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 HD Vest Financial Services