What Landaas & Company does

Landaas & Company, LLC is an independent, privately held investment advisory and brokerage firm headquartered in Milwaukee, Wisconsin, founded in 1987 by Bob Landaas. The firm serves individual investors across Wisconsin and 34 other states and territories, offering three fee arrangements: ongoing Investment Advisory portfolio management, traditional Brokerage services, and By-the-Hour Consulting for clients seeking project-based advice. The firm differentiates itself from wirehouse competitors through its independent ownership structure (no affiliation with major banks or brokerage houses), emphasis on customized long-term portfolios, and an educational content platform branded as Money Talk that includes a weekly podcast, monthly newsletter, articles, videos, and the 'Letters to a Young Investor' series. Customer-facing technology is delivered through third-party platforms — Orion's Wealth Management Portal and Pershing's NetXInvestor — both available via web and mobile apps, with Pershing LLC serving as custodian for client assets.

The firm operates under a regulated multi-jurisdictional compliance posture, registered with the SEC as an investment advisor, FINRA as a broker/dealer, SIPC as a member, and the MSRB for municipal securities activity, with licensure in 35 states and territories. Revenue is generated through a mix of recurring AUM-based advisory fees, transaction-based brokerage commissions, and hourly consulting fees, with the firm explicitly stating that its fees are kept below industry averages. No revenue, AUM, or client count figures are publicly disclosed.

The firm employs approximately 27 staff organized under a leadership team of Bob Landaas (CEO, retired from active portfolio management), Kyle Tetting (President, Marquette MBA, leads firm research), Lauren Neese (Executive Vice President, partner since 2019, oversees strategy, operations, and compliance), and Reuben Neese (CIO). The advisor bench includes four Senior Vice Presidents or Vice Presidents, seven Registered Representatives, and a supporting cast of associates, compliance/finance, and IT/operations staff. Notable personnel continuity signals include multi-generational client retention and family connections on staff.

Name

Landaas & Company

Legal name

Landaas & Company, LLC

Website

https://landaas.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Landaas & Company is an independent, Milwaukee-based investment advisory and brokerage firm founded in 1987, serving individual investors across 35 U.S. states with personalized portfolio management, brokerage, and hourly consulting services supported by the Money Talk educational content platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Milwaukee

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, Infrastructure, Others

Revenue model

1. Investment Advisory Services: Fee-based investment advisory services where advisors manage client portfolios. Fees kept below industry averages as a core mission.
2. Brokerage Services: Traditional brokerage services for clients who prefer this arrangement.
3. By-the-Hour Consulting: Hourly consulting services for clients seeking advice without ongoing advisory relationship.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Landaas & Company provides personalized investment advisory and brokerage services to individual investors through multiple fee arrangements, including ongoing Investment Advisory management, traditional Brokerage execution, and By-the-Hour Consulting for targeted financial advice. The firm customizes portfolios to minimize risk and optimize returns, supported by the Money Talk educational platform that delivers weekly podcasts, monthly newsletters, articles, and videos to engage and educate clients and prospects.

Product overview

Landaas & Company offers a unified financial advisory service combining personalized investment management with investor education. The core offering includes multiple fee arrangements (Investment Advisory, Brokerage, and By-the-Hour Consulting) supported by client account access platforms (Orion Web Portal and Pershing NetXInvestor). The firm's proprietary Money Talk educational platform—encompassing a weekly podcast, monthly newsletter, articles, videos, and the Letters to a Young Investor series—serves as both client education and investor outreach. These products work together to provide holistic financial planning while maintaining the firm's independent, client-focused approach.

Differentiator

Problem solved

Functional benefit

Brands

• Money Talk: A financial education platform created by Bob Landaas featuring weekly podcasts, monthly newsletters, articles, and videos on investment topics.

Products and services

• Investment Advisory Services Fee-based, ongoing investment advisory offering in which Landaas & Company advisors manage customized client portfolios designed to minimize risk and optimize returns; offered as part of the firm's multiple fee arrangement options for individual investors.
• Brokerage Services
• By-the-Hour Consulting

Quantifiable outcome

• Clients receive customized investment portfolios designed to minimize risk and optimize returns

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Five partnerships are on record, tiered core.

• OrioncoreTechnology or IntegrationOrion provides the client web portal for Landaas & Company, enabling clients online access to account information and secure document exchange between clients and advisors. Orion is a leading wealth management technology platform.
• Pershing LLCcoreTechnology or IntegrationPershing LLC serves as the custodian for client assets, with Landaas & Company clients able to access their accounts through Pershing's NetXInvestor platform.
• Financial Industry Regulatory Authority (FINRA)coreOthersLandaas & Company is registered as a broker/dealer with FINRA and subject to their regulatory oversight and rules.
• Securities Investor Protection Corporation (SIPC)coreOthersLandaas & Company is a member of SIPC, which provides protection for client securities and cash balances.
• Municipal Securities Rulemaking Board (MSRB)coreOthersLandaas & Company is registered with the MSRB and subject to their rules governing municipal securities activities.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Fisher Investments: Large independent RIA serving individual investors with personalized portfolio management, similar independent-from-wirehouse positioning, but operates at substantially greater AUM scale than Landaas.
• Edward Jones: Branch-based advisor model providing investment advisory and financial planning to individual investors, comparable target customer base, though far larger and affiliated with a broader financial services parent.
• Vanguard Personal Advisor Services: Hybrid robo-plus-human advisory offering at low fees serving individual investors; overlaps directly with Landaas's fee-below-average positioning but operates at massive scale with proprietary technology.
• Fidelity Wealth Services: Provides personalized investment advisory and financial planning to individual investors through Fidelity's wealth platform, comparable in service mix but backed by a major custodian and far larger AUM.
• Ameriprise Financial: Large advisor-led wealth management platform serving individual investors with personalized financial planning and investment advice, similar independent-advisor model though with corporate parent support.

Direct peers

• Mariner Wealth Advisors: Independent RIA offering personalized investment management, financial planning, and tax/estate advisory to individuals and families, structurally similar independent-ownership model though much larger via acquisitions.
• Focus Financial Partners: Partner-owned RIA consolidator supporting independent advisory firms including sub-$1B AUM shops like Landaas, providing a clear succession/capital pathway that Landaas could pursue.
• Carson Group: Partnership RIA model serving individual investors through financial advisors, with comparable independent-from-wirehouse positioning and similar advisor-supported service offering.

Emerging players

• Schwab Intelligent Portfolios: Pure robo-advisor at sub-30 bps competing for the same individual-investor segment Landaas targets, representing the disruptive pricing pressure Landaas's advisory fees must defend against.

Regional players

• Robert W. Baird & Co. Midwest-based (Milwaukee-headquartered) wealth management and advisory firm serving individual investors with personalized portfolios, the most direct regional incumbent competitor to Landaas in its home market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Landaas
• LinkedInlinkedin.com/company/landaas-company

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Landaas & Company