What Advisors Management Group does

Advisors Management Group, Inc. is a privately held, fee-only fiduciary Registered Investment Advisor founded in 1988 and headquartered in La Crosse, Wisconsin, with additional offices in Eau Claire and Green Bay. The firm serves individuals, families, and small businesses across Wisconsin and nationwide through virtual delivery (Microsoft Teams, Zoom, conference calls), offering a coordinated suite of investment advisory, financial planning, tax preparation, small business accounting, payroll, business consulting, and workplace savings plan consulting services. The firm reports $819M in assets under management, has planned 1,542+ retirements, and operates under SEC RIA registration with a commission-free, fiduciary-only compensation model that aligns advisor incentives with client outcomes.

The underlying technology stack is built on third-party platforms rather than proprietary systems: RightCapital for financial planning and budgeting tools, CardX for secure online bill payment, BD Reporting for portfolio login and investment account access, NetClient CS for accounting client access, and CCH Axcess (Wolters Kluwer) for tax document management. Client-facing digital channels include a savings calculator, a financial blog, and a unified client portal aggregating portfolio, accounting, and tax access. The firm relies on credentialed professionals (CFPs, CPAs, Enrolled Agents, MBA-credentialed staff) as the primary delivery mechanism rather than automated or AI-driven workflows.

Revenue is generated primarily through recurring asset-based advisory fees under the fee-only fiduciary model, supplemented by project-based professional services fees for tax preparation, accounting, payroll, and business consulting. Customer acquisition is sales-led and referral-driven, supported by long-tenured client relationships (8-25+ years per testimonials), community engagement (including a $100K three-year gift to UW-La Crosse), Google Reviews for each office, and an educational content blog. The ownership and leadership structure is family-anchored, with Roger Deets (CEO), Julie Deets (CFO), Warren Deets (COO/CIO), and Jenna Deets (CCO/EVP) forming the principal executive team alongside other long-tenured staff.

Name

Advisors Management Group

Legal name

Advisors Management Group, Inc.

Website

https://advisorsmanagement.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Advisors Management Group is a fee-only fiduciary Registered Investment Advisor founded in 1988, managing $819M AUM for individuals, families, and small businesses across Wisconsin and nationwide through coordinated investment advisory, financial planning, tax, accounting, payroll, and business consulting services delivered from three Wisconsin offices.

Ownership category

akta.pro rank

Product category

Investment Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Finance and Insurance (52)

SIC

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

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

akta.pro secondary industries

Fee-Based Advisory (FSAEAAAM), Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE), Corporate Finance & Capital Advisory (BPAHADAB)

Keywords

• Fiduciary financial advisory
• Investment advisory services
• Financial planning
• Tax preparation services
• Small business accounting

Headquarters

HQ city

La Crosse

HQ country

United States

HQ region

North America

Offices3 records

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. Investment Advisory Fees: As a fee-only fiduciary firm, Advisors Management Group receives compensation directly from clients for managing their assets on an ongoing basis. The firm does not accept commissions or compensation based on where client money is held or which investments are held, avoiding conflicts of interest.
2. Financial Planning Services: The firm offers RightCapital budgeting and debt management tools to AMG clients at no additional cost, with consultation-based services available to non-clients.
3. Tax and Accounting Services: Services include tax preparation, payroll processing, and small business accounting provided to individuals and business clients.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Advisors Management Group is a fee-only, fiduciary Registered Investment Advisor providing personalized investment advisory, financial planning, tax preparation, business consulting, workplace savings plan consulting, small business accounting, and payroll services. The firm serves individuals, families, and small businesses nationwide from three Wisconsin offices under a commission-free fiduciary model, managing approximately $819 million in assets under management.

Product overview

Advisors Management Group operates as a fee-only, fiduciary Registered Investment Advisor offering a comprehensive suite of financial services through a unified advisory platform. The core offerings consist of Investment Advisory, Financial Planning, Business Consulting, Workplace Savings Plan Consulting, Small Business Accounting, Payroll Services, and Tax Preparation, all delivered by a team of credentialed advisors. These services are supplemented with client-facing digital tools including RightCapital budgeting software, an integrated client portal (with portfolio, accounting, and tax access), savings calculators, and a financial education blog. The company was founded in 1988 and manages approximately $819 million in assets under management, serving clients nationwide from three Wisconsin offices (La Crosse, Eau Claire, and Green Bay).

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Advisory Services Fiduciary investment advisory services providing personalized, commission-free portfolio management and asset allocation strategies for individuals, families, and businesses, with active trading and portfolio implementation.
• Financial Planning

Quantifiable outcome

• $819M in Assets Under Management
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Five partnerships are on record, tiered minor and core.

• UW-La Crosse Alumni & Friends FoundationminorStrategic or Co-development PartnerAdvisors Management Group provided a three-year, $100,000 gift to support faculty development of community-based projects through UW-La Crosse's Community Engaged Learning Program, which has grown from a handful of courses to 41 courses with CEL designation for the 2025-26 academic year.
• RightCapitalcoreTechnology or IntegrationAdvisors Management Group offers access to RightCapital's financial planning platform including budgeting and debt management tools. For AMG clients, access is available at no additional cost. AMG also provides RightCapital access to non-clients through a consultation-based service.
• CardXcoreTechnology or IntegrationCardX provides secure web-based payment processing for online bill pay, enabling clients to pay AMG invoices using Visa, MasterCard, Discover, or American Express.
• BD ReportingcoreTechnology or IntegrationThird-party platform for portfolio login and investment account information access, providing clients with secure access to their investment account data.
• CCH AxcesscoreTechnology or IntegrationWolters Kluwer CCH Axcess tax portal for secure tax document management and communication, enabling clients to access tax-related documents and share information securely with AMG.

Scale indicators4 records

Recent moves5 records

Broad incumbents

• Mercer Advisors: National fee-only RIA offering wealth management, tax, estate, and business consulting services. Comparable comprehensive offering and client base, materially larger in scale and geographic reach.
• Carson Group: National wealth management firm providing financial advice, investment management, and business consulting to advisors and their clients. Overlapping services and target market, with broader national footprint.
• Focus Financial Partners: Partnership model supporting independent fiduciary wealth management firms. Provides capital, M&A, and operational support to RIAs like AMG; while AMG is independent, Focus represents the platform/consolidator archetype it competes against for advisor talent.
• Mariner Wealth Advisors: Large national RIA offering investment advisory, financial planning, tax, and estate services to individuals and families. Comparable fiduciary model and service stack at a much larger scale.
• Creative Planning: Large fee-only RIA offering investment advisory, financial planning, tax, and business services to individuals and businesses. Comparable service mix but at significantly greater scale than AMG.

Direct peers

• Ronald Blue Trust: Fee-only fiduciary advisory firm offering investment management, financial planning, and estate services. Comparable in fiduciary positioning, holistic planning emphasis, and target clientele.
• Sensible Money: Fee-only fiduciary RIA providing retirement planning, investment management, and tax preparation for individuals approaching retirement. Comparable niche focus on retirement-age clients and comprehensive service offering.
• Covenant Wealth Advisors: Fee-only RIA providing financial planning, investment management, and tax services to individuals and families. Comparable in business model and target clientele, though operating in a different regional market.
• Buckingham Strategic Wealth: Fee-only fiduciary RIA providing investment management, financial planning, and tax services to individuals and small businesses nationwide. Comparable in fee-only model, comprehensive service stack, and mid-market client focus.

Regional players

• HCM Wealth Advisors: Mid-size fee-only RIA offering wealth management, tax planning, and business advisory. Comparable model and size range, with operations centered in a different U.S. region than AMG's Wisconsin footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Advisors Management Group