Diversify

Diversify is a US wealth management platform operating through SEC-registered investment advisors and a FINRA broker-dealer, managing $12.2B+ across approximately 285 professionals serving individuals, families, business owners, family offices, and corporate retirement plans.

Company typePrivate
Founded2004
HeadquartersSandy, United States
Headcount101–250
GTM typeB2B and B2C
OfferingServices

What Diversify does

Diversify is a privately held US wealth management platform headquartered in Sandy, Utah, operating through two SEC-registered investment advisor subsidiaries (Diversify Advisory Services, LLC and Diversify Wealth Management, LLC) and an affiliated FINRA/SIPC broker-dealer (DFPG Investments, LLC). The firm manages $12.2B+ in assets under management and administration as of January 1, 2026, supported by 185+ financial professionals and 100+ support staff. It serves five primary client segments: individuals and families, business owners, family offices, corporate retirement plans, and retirees, offering comprehensive wealth planning, investment management, insurance and risk management, retirement planning, tax and estate planning, family office solutions, and charitable planning services.

The platform is technology-enabled but not AI-native: it operates client and advisor portals (diversify.com/client-portal and portal.diversifyadvisors.com) for service delivery and advisor practice management, with no public API, SDK, or proprietary AI tooling disclosed. Core service products are delivered through dedicated advisor teams, while securities execution, alternative investments (REITs, BDCs, private placements, 1031 exchanges), and insurance referral arrangements flow through DFPG Investments, LLC and third-party providers.

Diversify's business model combines recurring AUM-based advisory fees, transaction-based securities commissions, financial planning fees, and insurance referral commissions. Go-to-market is sales-led and advisor-driven, combining organic advisor recruitment with an active M&A rollup strategy targeting advisor teams such as the November 2025 acquisition of Boston-based Harding Financial and Insurance ($650M AUM). Distribution spans a national advisor footprint anchored in Salt Lake City and Boston, supported by a multi-tier affiliation model (Independent Partnership, Equity Partnership, Broker-Dealer) and content-driven thought leadership via the CIO and President.

Diversify firmographics

Firmographics

Name: Diversify
Legal name: Diversify Inc.
Website: https://diversify.com
Company type: Private
Founded year: 2004
Operating status: Operating
Headcount range: 101–250 employees
Short description: Diversify is a US wealth management platform operating through SEC-registered investment advisors and a FINRA broker-dealer, managing $12.2B+ across approximately 285 professionals serving individuals, families, business owners, family offices, and corporate retirement plans.
Ownership category
akta.pro rank

Diversify industry classification

Industry

Product category: Wealth Management
NAICS: Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523), Portfolio Management and Investment Advice (52394)
SIC: Investment Advice (6282), Insurance Agents, Brokers & Service (6411), Security Brokers, Dealers & Flotation Companies (6211)
akta.pro primary industry: Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA)
akta.pro secondary industries: Portfolio Construction & Asset Allocation Advisory (FSAEAAAC), Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI), Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)

Keywords

Wealth management services
Investment advisory
Financial planning
Retirement planning
Estate planning

Where Diversify is headquartered

Location

Headquarters

HQ city: Sandy
HQ country: United States
HQ region: North America

Offices1 record

Markets served

Diversify business model

Business model

GTM type: B2B and B2C
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

Investment Advisory Services: Diversify offers investment management services where financial professionals manage client assets through selection and implementation of investment strategies, as well as financial planning services involving analysis of client financial circumstances and goals.
Securities Transactions: Securities are offered through registered representatives of DFPG Investments, LLC, including stocks, bonds, mutual funds, ETFs, annuities, and alternative investments such as REITs, BDCs, private placements, and 1031 exchanges.
Financial Planning Services: Professionals perform analysis of financial circumstances and goals and provide recommendations for implementing agreed-upon financial plans.
Insurance Products: Insurance products and services are offered through unaffiliated third parties, generating referral or commission-based revenue.

Pricing tiers

Model	Billing	Price
Subscription	Annual	Wealth management services with institutional resources and personalized advisory support

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Diversify product offering

Product offering

Core offering

Diversify is a wealth management platform that provides investment advisory services through two SEC-registered investment advisors (Diversify Advisory Services, LLC and Diversify Wealth Management, LLC) and offers securities through an affiliated FINRA/SIPC broker-dealer (DFPG Investments, LLC). It delivers a comprehensive suite of services including investment management, financial planning, insurance and risk management, family office solutions, retirement planning, corporate retirement and benefits, business owner solutions, tax and estate planning, and charity and philanthropy. The firm supports clients and advisors through dedicated client and advisor portals, and grows through both organic advisor recruitment and acquisitions of advisor teams.

Product overview

Diversify is a wealth management platform that operates through two SEC registered investment advisors (Diversify Advisory Services, LLC and Diversify Wealth Management, LLC) and a FINRA/SIPC broker-dealer (DFPG Investments, LLC). The platform offers a comprehensive suite of wealth management services including investment management, financial planning, insurance & risk management, family office solutions, retirement planning, corporate retirement & benefits, business owner solutions, tax & estate planning, and charity & philanthropy. The platform includes client and advisor portals for account access and practice management, and serves individuals, families, business owners, family offices, companies, and retirees. Diversify has grown through acquisitions of advisor teams, including the 2025 acquisition of Harding Financial.

Differentiator

Problem solved

Functional benefit

Products and services

Diversify Wealth Management (DWM) SEC registered investment advisor offering wealth management services, including personalized financial planning and investment strategies to help clients grow, manage, and protect their wealth. Serves individuals, families, business owners, family offices, companies, and retirees.
Diversify Advisory Services (DAS) SEC registered investment advisor providing investment management services, including wrap-fee programs and financial planning, where financial professionals manage client assets through selection and implementation of investment strategies.
DFPG Investments, LLC (Broker-Dealer) FINRA/SIPC member broker-dealer that facilitates purchase and sale of securities including stocks, bonds, mutual funds, ETFs, annuities, and alternative investments such as REITs, BDCs, private placements, and 1031 exchanges.
Investment Management Professional asset management services including investment philosophy, asset management team oversight, and personalized investment strategies for client portfolios.
Comprehensive Wealth Planning Holistic financial planning services covering all aspects of a client's financial picture, coordinated with tax, estate, and investment planning.
Insurance & Risk Management Risk management and insurance solutions including life, disability, auto, home, and other insurance products to protect client assets and lifestyle.
Family Office Solutions Bespoke services for ultra-high-net-worth families including consolidated asset allocation, consolidated reporting, estate planning, charitable giving, private investment coordination, and due diligence on private deals.
Retirement Planning Retirement planning services for individuals including 401(k) rollovers, traditional and Roth IRAs, retirement income strategies, and legacy planning.
Corporate Retirement & Benefits Retirement plan services for businesses including 401(k) plan management, group disability and life insurance, executive bonus plans, deferred compensation, and plan investment reviews.
Business Owner Solutions Specialized financial solutions for business owners including business continuation plans, buy-sell planning, succession planning, executive bonus plans, deferred compensation, and key person protection.
Tax & Estate Planning Coordinated tax and estate planning services including estate planning, lifetime gifting strategies, generation-skipping tax strategies, and coordination with attorneys and CPAs.
Charity & Philanthropy Charitable and philanthropic planning services helping clients structure giving tax-efficiently, involve family, and leave a lasting legacy.

Quantifiable outcome

$12.2B+ Assets Under Management & Administration
+2 more outcomes

Companies that use Diversify

Customer profile

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Diversify technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Diversify partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

DFPG Investments, LLCcoreChannel Partner/ Reseller/ DistributorSecurities offered through registered representatives of DFPG Investments, LLC, a registered broker-dealer and member of FINRA/SIPC. DFPG facilitates purchase and sale of securities including stocks, bonds, mutual funds, ETFs, annuities, and alternative investments. DFPG does not directly hold client assets; assets are held with product sponsors or qualified custodians.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Diversify competitors and assessment

Company assessment

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights6 records

Customer concentration

Diversify compliance and trust

Trust signal

Compliance4 records

Diversify financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Diversify leadership team

Management profile

Number of profiles

Profiles3 records

Diversify subsidiaries and ownership

Company hierarchy

Subsidiaries3 records

Diversify funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Diversify M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Diversify

What does Diversify do?

Is Diversify a public or private company?

Diversify is a private company. It is classified as management employee owned and is currently operating.

When was Diversify founded?

Diversify was founded in 2004. It employs 101 to 250 people.

Where is Diversify based?

Diversify is headquartered in Sandy, United States, in the North America region.

How does Diversify make money?

Four revenue lines are on record. Investment Advisory Services are the primary driver. The others are securities Transactions, financial Planning Services and insurance Products.

Does Diversify have an API?

No public API is recorded for Diversify.

What industry is Diversify in?

Diversify's product category is Wealth Management. Its primary akta.pro industry code is FSAAACAA, Comprehensive/Full-Service RIAs & Independent Wealth Managers, with a secondary code of FSAEAAAC, Portfolio Construction & Asset Allocation Advisory. Its NAICS code is 523940 and its SIC code is 6282.