Madison Investment Advisers

What Madison Investment Advisers does

Madison Investment Advisers (Madison Investments) is a privately held, employee-owned investment management firm founded in 1974 and headquartered in Madison, Wisconsin. The firm operates across three registered entities — Madison Investment Holdings, Inc. (parent), Madison Asset Management, LLC (MAM), and Madison Investment Advisors, LLC (MIA) — and provides actively managed investment strategies to financial advisors, registered investment advisors (RIAs), bank trust departments, credit unions, institutional consultants, and insurance companies. Its stated differentiator is a high-conviction, risk-conscious approach intended to perform according to expectations and avoid unnecessary downside risk across market conditions.

The firm's product platform spans fixed income (core bond, corporate, government/corporate, government, and tax-exempt strategies, including a Reinhart sub-brand line), equity (large cap, mid cap, small cap, disciplined, dividend income, covered call, and international), and multi-asset solutions (Mosaic Model Portfolios). Madison also distributes Madison Funds and ETFs through MFD Distributor, LLC, a registered broker-dealer and FINRA member. Revenue is generated through investment advisory fees on assets under management, billed on an asset-based subscription model with annual cadence; specific fee schedules are not publicly disclosed.

Go-to-market is predominantly domestic US and operates through two motions: direct institutional relationships (enterprise field sales for bank trust, credit union, insurance, and consultant channels) and intermediary distribution (financial advisors, RIAs, and broker-dealer channels via Madison Funds & ETFs). The firm markets through content publishing (market commentary, videos, insights newsletter) and a LinkedIn presence. With 51-100 employees, no disclosed AUM, and no AI/ML capabilities referenced, Madison presents as a stable, mid-sized traditional active manager with diversified intermediary distribution.

Name

Madison Investment Advisers

Legal name

Madison Investment Holdings, Inc.

Website

https://madisonadv.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

51–100 employees

Short description

Madison Investment Advisers is a privately held, employee-owned active investment manager founded in 1974, offering fixed income, equity, and multi-asset strategies to financial advisors, RIAs, bank trust departments, credit unions, institutional consultants, and insurance companies in the United States.

Ownership category

akta.pro rank

Product category

Asset Management

NAICS

Portfolio Management and Investment Advice (523940), Open-End Investment Funds (525910)

SIC

Investment Advice (6282)

akta.pro primary industry

Investment Management Advisory (RIA) (FSAEAAAB)

akta.pro secondary industries

Institutional Consulting RIAs (OCIO/Endowments/Foundations/Pensions) (FSAAACAG), Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF), Index Mutual Funds (Non-ETF) (FSAAAEAE)

Keywords

• Active investment management
• Fixed income strategies
• Equity portfolio management
• Multi-asset solutions
• Mutual funds ETFs

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Fees: Revenue generated through investment advisory services for managed portfolios and funds, including fixed income and equity strategies. The firm manages assets across multiple investment vehicles including mutual funds and ETFs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Madison Investment Advisers is an independent, employee-owned investment management firm that provides actively managed investment strategies across fixed income, equity, and multi-asset solutions. The firm offers these strategies through mutual funds, ETFs, separately managed accounts, and customized portfolios distributed to financial advisors, RIAs, bank trust departments, credit unions, institutional consultants, and insurance companies. The firm operates under three registered entities and distributes Madison Funds through MFD Distributor, LLC, a registered broker-dealer and FINRA member firm.

Product overview

Madison Investments is an investment management firm that offers a unified platform of actively managed investment strategies. The company provides three main product lines: Fixed Income (including Core Bond, Corporate Bond, Government Corporate, Government, and Tax-Exempt strategies), Equity (including Large Cap, Mid Cap, Small Cap, Disciplined Equity, Dividend Income, Covered Call, and International strategies), and Multi-Asset Solutions (Mosaic Model Portfolios). The Fixed Income offerings include sub-branded products under Reinhart (Reinhart Active Core, Reinhart Corporate Bond Ladders, Reinhart Intermediate Duration Corporate, Reinhart Limited Duration, Reinhart Active Intermediate, Reinhart Active Intermediate Catholic Values). The firm also distributes Madison Funds & ETFs through madisonfunds.com. All strategies are managed with risk-conscious approaches and discipline to pursue superior risk-adjusted returns.

Differentiator

Problem solved

Functional benefit

Brands

• Madison Funds & ETFs: Mutual funds and exchange-traded funds distributed by Madison Investments through MFD Distributor, LLC.

Products and services

• Fixed Income Investment Strategies

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• MFD Distributor, LLCcoreChannel Partner/ Reseller/ DistributorMFD Distributor, LLC is the registered broker-dealer and FINRA member firm that distributes Madison Funds. This is a core distribution partnership for reaching retail and institutional investors through advisor channels.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Hartford Funds: Active and outcome-oriented fund manager offering equity, fixed income, and multi-asset strategies distributed through financial advisors and institutions. Comparable to Madison given overlapping active fund offerings and intermediary-first distribution.
• American Century Investments: Large active asset manager offering equity, fixed income, and multi-asset funds distributed through advisors, RIAs, and institutions. Comparable to Madison due to overlapping active strategies and intermediary distribution, though at significantly larger scale.
• Lazard Asset Management: Global active asset manager offering equity, fixed income, and multi-asset strategies to institutional and intermediary clients. Comparable to Madison given overlapping active strategies and institutional channels, though at much larger global scale.
• Federated Hermes: Large, established asset manager offering active equity, fixed income, money market, and multi-asset funds with significant intermediary and institutional distribution. Comparable to Madison as a broad incumbent with overlapping strategies and channel mix, though at much larger scale.
• Victory Capital: Multi-boutique active asset manager offering fixed income, equity, and multi-asset strategies distributed through advisor and institutional channels. Comparable to Madison given overlapping product breadth and intermediary-first distribution.
• Principal Asset Management: Global asset manager offering active and passive equity, fixed income, and multi-asset strategies with deep advisor and institutional channels. Comparable to Madison for product breadth and intermediary distribution despite being much larger.

Direct peers

• Loomis Sayles: Active fixed income and equity manager with strong intermediary distribution and institutional presence. Comparable to Madison due to overlapping fixed income and equity strategies and similar advisor/institutional client mix.
• Calamos Asset Management: Active asset manager specializing in convertible, fixed income, and equity strategies (including covered call) distributed through advisors and institutions. Comparable to Madison given similar active fixed income and equity strategies, including covered call equity.
• Manning & Napier: Independent, employee-owned active asset manager offering multi-asset, equity, and fixed income strategies distributed primarily through advisor and intermediary channels. Highly comparable to Madison given similar size, ownership structure, and channel focus.
• Diamond Hill Capital Management: Active, fundamentals-driven asset manager offering equity, fixed income, and multi-asset solutions through advisor and institutional channels. Comparable to Madison for its active management focus and intermediary distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/madison-investment-advisors

Revenue estimate

Valuation estimate

Number of profiles

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 Madison Investment Advisers