Equitable Advisors

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.

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

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

• Wealth management services
• Financial planning services
• Investment advisory programs
• Retirement planning solutions
• Insurance and annuities

Headquarters

HQ city

Bala Cynwyd

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-based Financial Planning: Fee-based financial planning offered by investment advisor representatives of Equitable Advisors, LLC, a SEC-registered investment advisor.
2. Securities Transactions: Securities offered through Equitable Advisors, LLC, member FINRA/SIPC. Includes brokerage accounts where Equitable Advisors serves as introducing broker/dealer.
3. Investment Advisory Services: Investment advisory products and services offered through Equitable Advisors, LLC, an SEC-registered investment advisor.
4. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• JumpcoreTechnology or Integration · 2 June 2026Jump 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 FinancialcoreTechnology or IntegrationEquitable 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 FoundationminorOthersThe 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

Direct 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

• Xx.com/EquitableFin
• Facebookfacebook.com/EquitableFinancial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Equitable Advisors