WealthSouth

What WealthSouth does

WealthSouth is a Kentucky-based wealth management and trust services firm operating as a division of Farmers National Bank since 1909. The firm delivers an integrated suite of six core services — strategic wealth planning, investment management, institutional services (corporate retirement plans, ESOPs, and nonprofit endowment management), trust services, commercial banking, and private banking — to high-net-worth individuals and families, corporate retirement plan sponsors, nonprofit organizations, and Kentucky-based business owners. WealthSouth manages $4.4 billion in assets under advisement and operates four physical offices in Bowling Green, Danville, Evansville, and Lexington staffed by 40 specialists with over 600 years of combined advisory experience.

The firm's operating model is relationship-driven, delivered through local advisors and specialists rather than digital self-service channels. Its core technology is a web-based wealth planning platform providing clients with real-time access to financial plans and analytical tools, paired with an open-architecture investment platform offering mutual funds, ETFs, and separately managed accounts across active, passive, and factor strategies. Investment infrastructure is anchored by a dedicated 13-member team producing annual capital market assumptions and a 4-member ongoing strategy team, supported by credentialed personnel including a CIO, senior portfolio managers, CFA charterholders, and CFP-designated advisors.

WealthSouth generates revenue primarily through fee-based investment advisory at approximately 1% annually on average managed portfolio balances, supplemented by trust administration fees, commercial banking transaction and net interest income (real estate lending, construction lending, equipment financing, deposit and cash management), and private banking credit and deposit services. The firm operates on a fiduciary basis and does not publicly disclose standalone revenue figures, as it is a division rather than an independently reported entity.

Name

WealthSouth

Legal name

WealthSouth, Inc

Website

https://wealthsouth.com

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

11–50 employees

Short description

WealthSouth is a Kentucky-based wealth management and trust services division of Farmers National Bank, serving high-net-worth individuals, corporate retirement plan sponsors, nonprofits, and business owners across four offices with $4.4 billion in assets under advisement.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Trust, Fiduciary, and Custody Activities (523991), Trusts, Estates, and Agency Accounts (52592)

SIC

Finance Services (6199)

akta.pro primary industry

Trust & Fiduciary Advisory for HNW/UHNW (Trust Structuring & Trustee Oversight) (FSAAABAF)

akta.pro secondary industries

Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE), Family Office Trust & Fiduciary Services (FSAEAKAF), Philanthropy & Foundations Advisory (Donor-Advised Funds, Endowments) (FSAAABAH)

Keywords

• Wealth management services
• Trust and estate planning
• Investment management
• Commercial banking services
• Institutional retirement plans

Headquarters

HQ city

Danville

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Management Fees: Fee-based compensation charging approximately 1% annually on the average balance of managed portfolios. As a fiduciary advisor firm, they charge fees rather than commissions on products sold.
2. Trust Services: Trust administration and management services including serving as trustee for revocable living trusts, testamentary trusts, irrevocable trusts, and charitable trusts
3. Commercial Banking Services: Real estate lending, construction lending, term loans for equipment financing, revolving lines of credit, and deposit/cash management services
4. Private Banking Services: Customized credit solutions including loans to liquid investment assets, mortgages, home equity, and lines of credit
5. Estate Administrative Services: Executor services and estate administration for clients

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels1 record

Core offering

WealthSouth is a wealth management and trust services firm operating as a division of Farmers National Bank, providing strategic wealth planning, customized investment management, institutional services for corporate retirement plans and nonprofits, trust administration, commercial banking, and private banking to individuals, families, businesses, and organizations across Kentucky. The firm serves as a fiduciary advisor managing $4.4 billion in assets under advisement with 40 specialists and over 600 years of combined advisor experience.

Product overview

WealthSouth is a traditional wealth management firm offering a comprehensive suite of financial services through six core offerings: Strategic Wealth Planning (financial and estate planning), Investment Management (customized portfolios using individual securities, mutual funds, and ETFs), Institutional Services (corporate retirement plans and nonprofit solutions), Trust Services (as trustee for various trust types and estate administration), Commercial Banking (lending and cash management for businesses), and Private Banking (personalized credit and wealth solutions). The firm operates as a division of Farmers National Bank and has served clients since 1909, managing $4.4 billion in assets under advisement with over 600 years of combined experience across 40 specialists.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Wealth Planning Comprehensive financial planning analyzing cash flow, debt, family dynamics, and charitable giving to help individuals and families visualize their financial future.
• Investment Management Customized investment portfolios that incorporate cash flow needs, taxes, estate plans, risk tolerance, and other client-specific considerations using individual securities, mutual funds, and ETFs.
• Institutional Services Services for corporate clients including 401(k) Plans, Employee Stock Ownership Plans (ESOPs), and Discretionary Investment Management, and for nonprofit organizations including planned giving programs.
• Trust Services Trust and investment management services including serving as trustee for revocable living trusts, testamentary trusts, irrevocable trusts, charitable trusts, and IRA accounts (Traditional, ROTH, SEP), plus estate administrative services.
• Commercial Banking Full-service commercial banking including real estate lending, construction lending, term loans for equipment financing, revolving lines of credit, and cash management tools for Kentucky businesses.
• Private Banking Personalized credit solutions, wealth planning solutions, deposit and cash management services, and investment management designed for high-net-worth individuals.

Quantifiable outcome

• Assets Under Advisement: $4.4 billion
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Expansion highlights5 records

Direct peers

• Argent Financial Group: Argent Financial Group is a fiduciary wealth management and trust services firm offering investment management, trust administration, and estate services for HNW individuals and institutions. Its multi-office, mid-AUM trust/wealth model closely mirrors WealthSouth's combined wealth planning, trust, and institutional offerings.
• Cumberland Trust: Cumberland Trust is an independent corporate trustee providing trust administration, estate settlement, and fiduciary services. It competes head-to-head for trustee mandates in the same trust types WealthSouth administers (revocable, testamentary, irrevocable).
• National Advisors Trust Company: National Advisors Trust provides trust and custody services for RIAs and their HNW clients, including acting as trustee for revocable, irrevocable, and charitable trusts. It is a direct competitor to WealthSouth's trust services arm in similar trust types and client segments.
• Old National Bank Wealth Management: Old National Bank provides wealth management, trust, and private banking through a community/regional bank platform across Indiana, Kentucky, and adjacent Midwest markets. It is one of the closest bank-affiliated wealth management comparables for WealthSouth in both product mix and geography.
• Stock Yards Bank & Trust Wealth Management: Stock Yards is a Kentucky-headquartered bank that operates a sizeable wealth management and trust division serving HNW individuals and institutions in the same state as WealthSouth. It is a direct in-market competitor for trust and wealth mandates across Kentucky.

Regional players

• Republic Bank First Kentucky Securities & Wealth: Republic Bank operates a wealth management arm serving Kentucky and Ohio with investment, trust, and brokerage services. It competes with WealthSouth for HNW clients and trust business in overlapping Kentucky geographies.
• Houchens Financial Services: Houchens is a Kentucky-rooted diversified financial services company offering wealth, insurance, and banking-adjacent services. As a regional multi-service financial operator in the same Bluegrass market, it competes for similar HNW and business-owner clients.

Broad incumbents

• Hindman (formerly J. A. Rothschild): Hindman (formerly J.A. Rothschild Wealth Advisors) is a large national HNW wealth advisor with deep trust, estate, and institutional capabilities. It is comparable to WealthSouth as a competitor for upper-tier HNW and nonprofit mandates, though at a much broader geographic and asset scale.
• Creative Planning: Creative Planning is one of the largest US independent RIAs, providing comprehensive wealth management, estate, and institutional services. It represents the scaled RIA playbook against which WealthSouth's fiduciary, planning-heavy model must compete for talent and clients.
• Focus Financial Partners: Focus Financial Partners is a national partnership/aggregator of fiduciary wealth management firms serving HNW clients. It is comparable as an industry consolidator whose partner firms compete directly with WealthSouth for talent, clients, and trust mandates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

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 WealthSouth