Guardian Financial Group

What Guardian Financial Group does

Guardian Financial Group is a privately held, fiduciary wealth management and financial advisory firm headquartered at 2801 E. Camelback Rd, Suite 200, Phoenix, Arizona, with a stated service area covering all 50 U.S. states and Washington D.C. through a virtual advisory delivery model. The firm provides personalized financial planning, retirement planning, estate planning, investment management, tax planning, risk management, and business succession services, with a stated mission focus on military members, veterans, first responders, teachers, and small business owners who may feel underserved by the traditional personal finance industry. Securities are offered through Cambridge Investment Research, Inc. (Broker Dealer, Member FINRA/SIPC) and advisory services through Cambridge Investment Research Advisors, Inc. (Registered Investment Advisor), meaning Guardian operates under an independent RIA / affiliated broker-dealer model rather than as a self-clearing firm.

The product surface is organized around four client-facing modules — Strategic Vision Planning, Operational Plans, Business Owners Services, and a tiered Service Levels & Fees structure — all gated by a Financial Insights Survey used to personalize financial strategy. The firm operates on fee-based, recurring advisory revenue with annual billing, and runs a content marketing program via a category-organized blog (Finance, Family, Investments, Retirement, Tax Planning, Risk Management, Estate Planning) authored primarily by founder Matt Pontes, MSF, CEPA, AIF. The technology stack is entirely composed of third-party vendor platforms — Right Capital for financial planning, AssetMark for portfolio management, CIR Statements for statements, and Pershing Advisor Solutions for custody — with no proprietary technology disclosed. Founded in 2009, the firm is led by Matt Pontes as Founder, Financial Advisor, and Owner, with a stated employee range of 11-50, though only one named advisor appears in available management data.

Name

Guardian Financial Group

Legal name

Guardian Financial Group

Website

https://guardianfg.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Guardian Financial Group is a privately held fiduciary wealth management firm in Phoenix, AZ offering personalized financial planning, retirement, estate, tax, and investment advisory services to military members, veterans, first responders, teachers, and small business owners across all 50 U.S. states via a virtual delivery model.

Ownership category

akta.pro rank

Headquarters

HQ city

Coronado

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, Others

Revenue model

1. Financial Advisory Services: Guardian Financial Group generates revenue through fee-based financial advisory services. Securities are offered through Cambridge Investment Research, Inc., a Broker Dealer Member FINRA/SIPC, and advisory services are provided through Cambridge Investment Research Advisors, Inc., a Registered Investment Advisor. The firm offers different service levels and fee structures outlined on their Service Levels & Fees page.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Guardian Financial Group provides fee-based fiduciary wealth management and financial advisory services to individuals and small business owners across the United States. Core offerings include financial planning, retirement planning, investment management, estate planning, tax planning, risk management, and small business succession planning, delivered through tiered service levels with annual fee structures. Securities are offered through Cambridge Investment Research, Inc., and advisory services through Cambridge Investment Research Advisors, Inc.

Product overview

Guardian Financial Group offers a unified wealth management platform with multiple service tiers. The core offering is Wealth Management Services, supported by specialized modules including Strategic Vision Planning, Operational Plans, and Business Owners Services. All clients access the Financial Insights Survey tool to facilitate personalized financial strategy development. The company provides tiered Service Levels with corresponding fee structures, with securities and advisory services offered through partnerships with Cambridge Investment Research, Inc.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management Services Comprehensive fee-based fiduciary wealth management services providing operational plans to guide clients' financial futures, covering financial planning, retirement planning, estate planning, investment management, tax planning, and risk management for individual investors and underserved service-oriented communities including military members, veterans, first responders, and teachers.
• Small Business Owner Advisory Services Specialized financial advisory services designed for small business owners, including business succession planning, exit strategy planning, and operational transition support to protect business value and align personal financial planning with business transition goals.

Segments5 records

Ideal customer profiles5 records

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 and supporting.

• Cambridge Investment Research, Inc.coreChannel Partner/ Reseller/ DistributorSecurities offered through Cambridge Investment Research, Inc., a Broker Dealer, Member FINRA/SIPC. This partnership provides the regulatory framework and custodial infrastructure for Guardian Financial Group's advisory services, enabling them to offer securities and investment advisory products to clients.
• Cambridge Investment Research Advisors, Inc.coreChannel Partner/ Reseller/ DistributorAdvisory services offered through Cambridge Investment Research Advisors, Inc., a Registered Investment Advisor. This affiliated entity provides the RIA infrastructure enabling Guardian Financial Group to deliver fiduciary investment advisory services to clients.
• Right CapitalsupportingTechnology or IntegrationClient-facing financial planning and portfolio management platform. Clients access their accounts through Guardian Financial Group's cobrand link to Right Capital for account login and financial planning tools.
• AssetMarksupportingTechnology or IntegrationWealth management platform and account access portal provided to Guardian Financial Group clients for account management and portfolio monitoring.
• Pershing Advisor SolutionssupportingTechnology or IntegrationCustodial and account services platform enabling Guardian Financial Group to custody client assets and provide advisory services through a established financial services infrastructure.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Creative Planning: Large independent, fee-only RIA offering comprehensive wealth management, tax, estate, and business succession planning. Comparable full-service fiduciary model serving individuals and business owners across the US.
• Edelman Financial Services: National independent financial planning firm providing fee-based wealth management, retirement, and estate planning to individuals and families. Overlapping value proposition and target client base.
• Carson Group: Independent advisor platform supporting financial advisors with compliance, technology, and operations infrastructure. Comparable in serving independent advisors under partnership and RIA structures.
• Merit Financial Advisors: Mid-sized independent RIA providing comprehensive financial planning, investment management, and business succession services to individuals and business owners. Similar scale and service mix.
• First Command Financial Services: Independently owned financial advisory firm historically focused on military service members, veterans, and their families. Directly comparable niche focus and fiduciary financial planning model, though at much larger scale.

Emerging players

• Wealthfront: Leading automated investment advisory platform offering low-fee portfolio management and financial planning. Adjacent competitor targeting the same DIY-to-formal-advice client spectrum with a fundamentally different (algorithmic) delivery model.
• Facet Wealth: Digital-first financial planning firm offering flat-fee advice across retirement, tax, and estate planning. Comparable fiduciary planning model but differentiated by a tech-led delivery model targeting younger, mass-affluent clients.

Others

• Cambridge Investment Research: Independent broker-dealer and RIA platform that hosts Guardian Financial Group and thousands of similar independent advisors. A direct infrastructure partner rather than a competitor, but operationally comparable as an independent advisory enterprise.

Broad incumbents

• USAA / Schwab Wealth Advisory: Large, established financial services franchise historically serving military members and their families, with wealth advisory capabilities now operating under Schwab. Overlapping niche but vastly larger scale, brand recognition, and product breadth.
• Fisher Investments: Large independent investment management firm primarily serving high-net-worth individuals and institutional clients. Overlapping investment advisory and wealth management capabilities, but at significantly larger scale and with private-client focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GuardianFinGrp
• LinkedInlinkedin.com/company/guardian-debt-management-limited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Guardian Financial Group