Equitable Advisors
Equitable Advisors, LLC is a U.S. national wealth management firm delivering financial planning, investment advisory, retirement, estate, and insurance services through a network of independent financial professionals serving individuals, families, and businesses.
- Company typePrivate
- Founded-
- HeadquartersBala Cynwyd, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingServices
What Equitable Advisors does
Equitable Advisors, LLC is a U.S. national wealth management firm that delivers financial advisory, investment, and insurance services through a distributed network of SEC-registered investment advisor representatives and FINRA-registered broker-dealer representatives. The firm operates as an introducing broker-dealer with LPL Financial serving as the clearing broker-dealer for brokerage accounts. Its core service pillars are financial planning, wealth management, estate planning strategies, and risk management, supplemented by life insurance, disability and long-term care insurance, annuities, and individual retirement/education products offered through Equitable Network, LLC. For business clients, the firm provides retirement plan administration (IRAs, 401(k), 403(b), 457(b), SEP, SIMPLE, pension/profit-sharing), employee benefits, executive benefits, group insurance, and business succession planning.
The firm monetizes through four primary streams: (1) fee-based financial planning and investment advisory fees (subscription/recurring model); (2) securities transaction commissions; (3) investment advisory asset-based fees; and (4) annuity and insurance product commissions distributed through state-licensed insurance agency subsidiaries. Pricing is not publicly disclosed beyond Relationship Summary for Retail Investors and General Conflicts of Interest Disclosure references. Technology stack includes third-party integrations of Asset-Map (visual household financial planning), Nitrogen (risk-first assessment), and Microsoft Teams (virtual client meetings), with a June 2026 partnership with Jump adding AI-powered workflow automation for advisors. Market research and commentary are sourced via LPL Financial's Market Watch platform, with research from AllianceBernstein, PIMCO, Lord Abbett, BlackRock, Franklin Templeton, Nuveen, and Goldman Sachs.
Equitable Advisors is a privately held LLC domiciled in New York, headquartered in Bala Cynwyd, Pennsylvania, with 5,001-10,000 employees and a national footprint across the United States. Affiliated practice Lee, Nolan & Koroghlian LLC manages over $4.5B in client assets for 51,000+ clients. Distribution relies on financial professional websites, content marketing (articles, calculators, videos, glossary), and direct client consultations. The Equitable Foundation directs philanthropic activities separately. A 2025 SEC enforcement action against a former registered representative (Ejiro Ode Okuma) resulted in a $13M settlement and highlights reputational risk inherent in the advisor-network distribution model.
Equitable Advisors firmographics
Firmographics- Name
- Equitable Advisors
- Legal name
- Equitable Advisors, LLC
- Website
- https://financialhealthgroup.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Equitable Advisors, LLC is a U.S. national wealth management firm delivering financial planning, investment advisory, retirement, estate, and insurance services through a network of independent financial professionals serving individuals, families, and businesses.
- Ownership category
- akta.pro rank
Equitable Advisors industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Finance and Insurance (52)
- SIC
- Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)
- akta.pro secondary industries
- Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH), Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)
Keywords
Where Equitable Advisors is headquartered
LocationHeadquarters
- HQ city
- Bala Cynwyd
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Equitable Advisors business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Fee-based Financial Planning: Fee-based financial planning offered by investment advisor representatives of Equitable Advisors, LLC, a SEC-registered investment advisor.
- Securities Transactions: Securities offered through Equitable Advisors, LLC, member FINRA/SIPC. Includes brokerage accounts where Equitable Advisors serves as introducing broker/dealer.
- Investment Advisory Services: Investment advisory products and services offered through Equitable Advisors, LLC, an SEC-registered investment advisor.
- Annuity and Insurance Products: Annuity and insurance products offered through Equitable Network, LLC (Equitable Network Insurance Agency of California, LLC; Equitable Network Insurance Agency of Utah, LLC; Equitable Network of Puerto Rico, Inc.).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Fee-based financial planning |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Equitable Advisors product offering
Product offeringCore offering
Equitable Advisors is a national wealth management firm delivering financial planning, wealth management, estate planning strategies, and risk management through SEC-registered investment advisor representatives and FINRA-registered broker-dealer representatives. It also distributes insurance and annuity products through Equitable Network, LLC, and serves business clients with retirement plans, employee benefits, executive benefits, group insurance, and business succession planning. Services are delivered one-on-one by a network of financial professionals supported by integrated planning technology.
Product overview
Equitable Advisors is a national wealth management firm offering a unified financial advisory platform combining financial planning, wealth management, estate planning strategies, and risk management as its four core service pillars. The firm delivers services through SEC-registered investment advisor representatives (Equitable Advisors, LLC) and also offers insurance and annuity products through Equitable Network, LLC. For business clients, the firm provides retirement plans, employee benefits, executive benefits, group insurance, and business planning/succession services. Technology-enabled tools including Asset-Map (visual financial planning), Nitrogen (risk assessment), Microsoft Teams (virtual meetings), and Market Watch (third-party market research from LPL Financial and other providers) augment the core advisory services. Educational tools such as calculators, a glossary, videos, and articles on retirement, investment, estate, insurance, tax, money, and lifestyle topics support client engagement. A June 2026 partnership with Jump introduced AI-powered workflow automation for advisors.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Planning
Quantifiable outcome
- Comprehensive financial overview delivered on single page within minutes
Companies that use Equitable Advisors
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Equitable Advisors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability1 record
Feature3 records
Equitable Advisors partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- JumpcoreJump has partnered with Equitable Advisors to deploy its AI-powered operating system for financial advisors. The initiative aims to improve productivity by automating administrative workflows, enabling advisors to focus more on client interactions.
- LPL FinancialcoreEquitable Advisors has partnered with LPL Financial, one of the leading diversified financial services companies and one of the largest independent broker/dealers in the nation, to provide industry expertise, independent research, and world-class investment products and platforms. Equitable Advisors, LLC serves as the introducing broker/dealer and LPL Financial serves as the clearing broker/dealer for brokerage accounts.
- Equitable FoundationminorThe Equitable Foundation directs the company's philanthropic and volunteer activities. Through philanthropy, volunteerism and sustainability, they leverage resources and risk experience to build a stronger society for clients, financial professionals, and communities. Their signature program helps students and parents take the next step toward college and educators take the next step toward success.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Equitable Advisors competitors and assessment
Company assessmentDirect peers
- Northwestern Mutual: Northwestern Mutual operates a similarly integrated model combining financial planning, wealth management, and proprietary insurance/annuity products delivered through a national network of financial advisors. Both firms use a captive producer network to cross-sell life insurance, advisory, and retirement solutions to individuals and business owners.
- Edward Jones: Edward Jones runs a large national network of financial advisors providing financial planning, investment advisory, and insurance products to individuals and small businesses. The branch-anchored local-presence model and integrated brokerage/RIA/insurance offering directly parallel Equitable Advisors' structure.
- Cetera Financial Group: Cetera is an independent broker-dealer/RIA network supporting thousands of financial professionals offering financial planning, advisory, and insurance solutions. Its independent-producer model and product breadth closely match Equitable Advisors' approach to advisor-driven wealth and risk management.
- Ameriprise Financial: Ameriprise Financial operates a national franchise of financial advisors delivering financial planning, investment advisory, retirement, and insurance solutions—directly comparable to Equitable Advisors' four-pillar service model and advisor-led distribution.
- Cambridge Investment Research: Cambridge is an independent broker-dealer supporting financial advisors in delivering planning, investment, and insurance services to individuals and businesses. The hybrid RIA-plus-insurance proposition and advisor-led model align closely with Equitable Advisors' structure.
- New York Life: New York Life offers financial planning, investment advisory, retirement, and life insurance through a national agent/advisor network with an integrated RIA and insurance product set. The two firms share the mutual structure combining wealth management with proprietary insurance solutions for individuals and businesses.
- MassMutual: MassMutual delivers wealth management, retirement planning, life insurance, and annuities through its financial professional network, mirroring Equitable Advisors' integrated RIA-plus-insurance distribution model. Both firms combine a national advisor force with proprietary insurance and investment products.
Broad incumbents
- Principal Financial Group: Principal offers retirement planning, wealth management, life insurance, and annuities through employer and advisor channels, with a strong focus on retirement plan services. Its breadth in retirement/annuity products and advisor-led wealth management overlaps with Equitable Advisors' service mix.
- Raymond James Financial: Raymond James is a diversified financial services firm offering wealth management, investment banking, and asset management through an advisor network. While broader than Equitable Advisors, its financial-advisor-led wealth management segment competes directly for clients and advisor talent.
- Merrill Lynch Wealth Management: Merrill, part of Bank of America, offers wealth management and investment advisory services through a large advisor force with integrated banking capabilities. As a bank-owned incumbent, it competes with Equitable Advisors in the mass-affluent and HNW segments while offering scale and balance-sheet advantages.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Equitable Advisors social profiles
Digital presenceEquitable Advisors financial estimates
Financial estimateRevenue estimate
Valuation estimate
Equitable Advisors leadership team
Management profileNumber of profiles
Profiles1 record
Equitable Advisors subsidiaries and ownership
Company hierarchySubsidiaries4 records
Equitable Advisors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Equitable Advisors M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Equitable Advisors
What does Equitable Advisors do?
Equitable Advisors is a national wealth management firm delivering financial planning, wealth management, estate planning strategies, and risk management through SEC-registered investment advisor representatives and FINRA-registered broker-dealer representatives. It also distributes insurance and annuity products through Equitable Network, LLC, and serves business clients with retirement plans, employee benefits, executive benefits, group insurance, and business succession planning. Services are delivered one-on-one by a network of financial professionals supported by integrated planning technology.
Is Equitable Advisors a public or private company?
Equitable Advisors is a private company. It is classified as unknown and is currently operating.
When was Equitable Advisors founded?
Equitable Advisors was founded in -1. It employs 5,001 to 10,000 people.
Where is Equitable Advisors based?
Equitable Advisors is headquartered in Bala Cynwyd, United States, in the North America region.
How does Equitable Advisors make money?
Four revenue lines are on record. Fee-based Financial Planning is the primary driver. The others are securities Transactions, investment Advisory Services and annuity and Insurance Products.
Who are Equitable Advisors's main competitors?
Direct peers on record are Northwestern Mutual, Edward Jones, Cetera Financial Group, Ameriprise Financial, Cambridge Investment Research, New York Life and MassMutual. Broad incumbents are Principal Financial Group, Raymond James Financial and Merrill Lynch Wealth Management.
Does Equitable Advisors have an API?
No public API is recorded for Equitable Advisors.
What industry is Equitable Advisors in?
Equitable Advisors's product category is Wealth Management. Its primary akta.pro industry code is FSAAACAI, Insurance-Integrated Wealth Managers (RIA + Insurance Solutions), with a secondary code of FSAAAAAA, Full-Service Retail Brokerage & Wealth Platforms. Its NAICS code is 523940 and its SIC code is 6282.