Detalus
Detalus is an SEC-registered investment advisory firm based in St. Louis, Missouri, providing fee-based wealth management, financial planning, and investment advisory services to individuals, families, and small businesses across all life stages, managing over $2.2 billion in assets.
- Company typePrivate
- Founded2004
- HeadquartersSt Louis, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Detalus does
Detalus Advisors, LLC is an SEC Registered Investment Advisory (RIA) firm headquartered at 383 Marshall Avenue in St. Louis, Missouri. Founded in 2004 and operating for over 20 years, the firm delivers fee-based wealth management, investment advisory, and financial planning services to individuals, families, and small businesses across three life stages: Accumulating Wealth (clients under 45), Growing and Protecting Wealth (ages 45-65), and Distributing Wealth (clients 65 and older). Services span investment management, retirement planning, tax planning, estate and legacy planning, insurance planning, education planning, and charitable giving strategies. As of December 31, 2025, the firm reports over $2.2 billion in assets under management. The firm also operates Detalus Insurance Services, LLC and Manchester Holdings, LLC as wholly-owned subsidiaries, with the insurance arm supporting commission revenue on products such as term life insurance.
The firm's product surface consists of Detalus Advisors (the core RIA offering), Detalus Digital (a digital investing platform delivered via the Marstone-powered Detalus.Marstone.com portal aimed at digitally-oriented clients), and Detalus FORUM (a seasonal newsletter communicated to clients at least every six weeks). The technology stack is built entirely on third-party integrations rather than proprietary infrastructure: Pershing Advisor Solutions LLC and Pershing LLC plus Charles Schwab & Co., Inc. serve as qualified custodians; Advyzon provides performance reporting; RightCapital delivers financial planning; 55ip powers tax-smart allocation; and communications are run through RingCentral with Global Relay handling email. The advisory team of roughly 14 named professionals carries CFP®, CRPC®, AWMA®, AIF®, and CPA credentials and serves on an internal Investment Committee; previous employer tenures include BlackRock, Edward Jones, Charles Schwab, TD Ameritrade, Wells Fargo Advisors, and Byline Bancorp.
Detalus earns revenue on a fee-based, predominantly recurring model. The primary stream is a percentage of assets under management; additional streams include hourly advisory rates, project-based fees for one-time planning engagements, monthly retainer fees for ongoing relationships, and insurance commissions through Detalus Insurance Services, LLC. The go-to-market motion is sales-led and relationship-driven, with direct advisor outreach, website-based inbound inquiries (detalus.com and phone numbers 800.595.1814 / 314.997.3191), community engagement across the St. Louis metropolitan area, and content marketing via blog and social channels (Twitter, LinkedIn, Instagram) supporting referral generation. The firm competes in the Midwest regional RIA segment and is privately held by founding partners with no external private equity or institutional investor backing indicated.
Detalus firmographics
Firmographics- Name
- Detalus
- Legal name
- Detalus Advisors, LLC
- Website
- https://detalus.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Detalus is an SEC-registered investment advisory firm based in St. Louis, Missouri, providing fee-based wealth management, financial planning, and investment advisory services to individuals, families, and small businesses across all life stages, managing over $2.2 billion in assets.
- Ownership category
- akta.pro rank
Detalus industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Trusts, Estates, and Agency Accounts (52592), Funds, Trusts, and Other Financial Vehicles (525)
- akta.pro primary industry
- Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)
- akta.pro secondary industries
- Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE), Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF), Retirement Income Planning & Decumulation Advisory (FSAEABAD)
Keywords
Where Detalus is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Detalus business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Assets Under Management (AUM) Fees: Primary revenue stream is a percentage of assets under management. This is a recurring revenue model where fees are calculated based on the total value of client assets managed by the firm.
- Hourly Rate Advisory: Fee-based advisory services billed at an hourly rate for specific consulting or planning engagements.
- Project-Based Fees: One-time project fees for specific financial planning engagements or deliverables.
- Monthly Retainer: Monthly retainer fees for ongoing advisory relationships.
- Insurance Commissions: Commissions earned on insurance products such as term life insurance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Percentage of AUM |
| Other | Pay-as-you-go | Hourly Rate |
| One time/ perpetual license | Pay-as-you-go | Project Fee |
| Subscription | Monthly | Monthly Retainer |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Detalus product offering
Product offeringCore offering
Detalus is an SEC Registered Investment Advisory (RIA) firm providing fee-based wealth management, investment management, retirement planning, estate planning, tax planning, insurance planning, education planning, legacy planning, and charitable giving strategies. The firm serves individuals, families, and small businesses across three life stages — accumulating wealth (under 45), growing and protecting wealth (45-65), and distributing wealth (65+). With over $2.2 billion in assets under management as of December 31, 2025, Detalus also offers a digital investing platform branded Detalus Digital.
Product overview
Detalus operates as an asset and wealth management firm offering a unified wealth management platform. The core offering consists of Detalus Advisors, an SEC Registered Investment Advisory firm managing over $2.2 billion in AUM, supplemented by Detalus Digital, a digital investing platform accessible via Detalus.Marstone.com. The firm delivers comprehensive financial advisory services across three life stages: Accumulating Wealth (for individuals under 45), Growing and Protecting Wealth (for those aged 45-65), and Distributing Wealth (for retirees 65 and older). Services include investment management, retirement planning, estate planning, tax planning, insurance planning, education planning, and legacy planning. The firm communicates with clients through Detalus FORUM seasonal newsletter and quarterly market updates. Detalus operates on a fee-based model with compensation through hourly rates, project fees, monthly retainers, or percentage of assets under management.
Differentiator
Problem solved
Functional benefit
Products and services
- Detalus Advisors Wealth Management Comprehensive fee-based wealth management and asset management services delivered by an SEC Registered Investment Advisory firm with fiduciary duty, covering investment management, retirement, estate, tax, insurance, education, legacy, and charitable giving planning for individuals, families, and small businesses.
- Detalus Digital Digital investing platform accessible via Detalus.Marstone.com, providing online account access and information for digitally-oriented clients seeking self-directed elements of the Detalus offering.
- Investment Management Services Asset allocation and tax-efficient investment management for retail clients and corporate, institutional, and non-profit clients, with research supported by Detalus' Investment Committee.
- Retirement and Education Planning Retirement planning including 401(k) and IRA strategy, profit-sharing programs, and education planning covering 529 plans and educational funding needs for families.
- Estate, Legacy, and Charitable Giving Planning Estate planning, legacy planning, charitable giving strategies including donor-advised funds, long-term care planning, and income/withdrawal planning for retirees and their families.
- Tax and Insurance Planning Tax planning services aimed at reducing lifetime tax burden, life insurance planning, and risk management including review of existing policies for individuals and businesses.
Companies that use Detalus
Customer profileSegments4 records
Detalus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature2 records
Detalus partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Pershing Advisor Solutions LLCcoreRegistered broker-dealer providing execution, trading, and clearing services for Detalus clients. Serves as qualified custodian alongside Pershing LLC.
- Pershing LLCcoreCustodian for client assets, providing world-class financial business solutions and financial strength as first layer of protection for assets.
- Charles Schwab & Co., Inc.coreRegistered broker-dealer and qualified custodian (member SIPC) providing execution, trading, and clearing services for Detalus clients. Access to account activity, monthly statements, trade confirmations, and tax information.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Detalus competitors and assessment
Company assessmentDirect peers
- Creative Planning: Large independent RIA providing comprehensive wealth management to individuals, families, and business owners across all life stages. Directly comparable as a fee-only, full-service RIA with similar service breadth (investment, retirement, estate, tax) and a multi-segment client model.
- Carson Group: Independent RIA and business coaching platform serving financial advisors and their clients across accumulation and retirement stages. Comparable in serving independent advisors and offering similar retirement-and-distribution planning services to households.
- Modera Wealth Management: Fee-only RIA providing comprehensive financial planning and investment management to individuals, families, and small businesses. Comparable as a similarly sized, fiduciary RIA serving households across life stages with retirement, estate, and tax planning services.
- Edward Jones: Headquartered in St. Louis with a national network of branch-based financial advisors serving individual investors and families across life stages. Highly comparable due to overlapping Midwest base, similar advisor-driven client model, and competing for the same household wealth demographics.
- Buckingham Strategic Wealth: Mid-sized fee-only RIA serving individuals and families with comprehensive financial planning, investment, and tax services. Comparable as a fee-based, fiduciary-first RIA with similar service-line breadth and personal advisor model.
- Mariner Wealth Advisors: Independent RIA consolidator serving HNW individuals and families with comprehensive financial planning and investment management. Comparable as a partner-led RIA that grows through advisor recruitment and acquisitions, often at similar mid-market AUM scale.
Broad incumbents
- Stifel Financial: St. Louis-headquartered full-service broker-dealer and wealth manager with national footprint serving individuals, families, and institutions. Relevant as a same-city incumbent and broader competitor across private client group, retirement, and insurance lines, but materially larger and product-brokerage driven.
- LPL Financial: Largest independent broker-dealer in the U.S., providing custody, clearing, and technology to thousands of financial advisors and RIAs. Comparable as the underlying infrastructure competitor/advisor partner to many independent RIAs and a potential strategic acquirer or platform host.
- Cetera Financial Group: Large IBD and wealth management firm supporting thousands of independent financial advisors with custody, technology, and compliance infrastructure. Comparable as a broader wealth platform that RIAs and independent advisors often consolidate with — a likely strategic acquirer of firms like Detalus.
Others
- Focus Financial Partners: Public RIA roll-up and partnership platform that acquires and supports independent wealth management firms. Relevant as a typical strategic counterparty for an SEC RIA of Detalus' scale seeking succession, capital, or growth acceleration.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Detalus social profiles
Digital presenceDetalus compliance and trust
Trust signalCompliance1 record
Detalus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Detalus leadership team
Management profileNumber of profiles
Detalus subsidiaries and ownership
Company hierarchySubsidiaries2 records
Detalus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Detalus 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 Detalus
What does Detalus do?
Detalus is an SEC Registered Investment Advisory (RIA) firm providing fee-based wealth management, investment management, retirement planning, estate planning, tax planning, insurance planning, education planning, legacy planning, and charitable giving strategies. The firm serves individuals, families, and small businesses across three life stages — accumulating wealth (under 45), growing and protecting wealth (45-65), and distributing wealth (65+). With over $2.2 billion in assets under management as of December 31, 2025, Detalus also offers a digital investing platform branded Detalus Digital.
Is Detalus a public or private company?
Detalus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Detalus founded?
Detalus was founded in 2004. It employs 11 to 50 people.
Where is Detalus based?
Detalus is headquartered in St Louis, United States, in the North America region.
How does Detalus make money?
Five revenue lines are on record. Assets Under Management (AUM) Fees are the primary driver. The others are hourly Rate Advisory, project-Based Fees, monthly Retainer and insurance Commissions.
Who are Detalus's main competitors?
Direct peers on record are Creative Planning, Carson Group, Modera Wealth Management, Edward Jones, Buckingham Strategic Wealth and Mariner Wealth Advisors. Broad incumbents are Stifel Financial, LPL Financial and Cetera Financial Group. Focus Financial Partners is listed as an others.
Does Detalus have an API?
No public API is recorded for Detalus.
What industry is Detalus in?
Detalus'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 FSAAACAE, Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers). Its NAICS code is 523940.