Generations
Generations Financial Planning & Wealth Management is an independent Michigan-based RIA offering wealth management, financial planning, investment management, estate planning, Social Security planning, and retirement plan services to individuals, families, self-employed clients, and institutions across three office locations.
- Company typePrivate
- Founded2009
- HeadquartersBattle Creek, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Generations does
Generations Financial Planning & Wealth Management is a privately held, independent registered investment advisor founded in October 2009 by Loren C. Rex and headquartered in Battle Creek, Michigan. The firm delivers a full-stack wealth management offering spanning wealth management, financial planning, investment management, estate planning, Social Security optimization, Solo 401(k) plans for self-employed individuals, and workplace retirement plan management. It serves individuals, families, self-employed clients, and institutions primarily across Michigan, with advisory registrations extending to 13 U.S. states plus the U.S. Virgin Islands, and operates through three physical offices in Battle Creek, Jackson, and Kalamazoo.
The technology stack is not proprietary: client onboarding, planning, and reporting are delivered through third-party platforms, including Cambridge Investment Research (broker-dealer and regulatory infrastructure), Pershing, Charles Schwab, and SEI for custody, and eMoney, Wealthscape, CIR Statements, and NetxInvestor for aggregation, planning, and analytics. Leadership transitioned in 2023 when founder Loren Rex moved to emeritus status, with Erik A. Smith (AIF®) serving as President & CEO alongside partners Nick Acri, CFP® and Dylan Thomas, CFP®, supported by client concierge and operations staff. There are no AI/ML capabilities, no mobile app, and no disclosed revenue or AUM figures.
The business model is fee-based advisory, with revenue likely derived from AUM-based advisory fees, flat planning fees, or hourly fees on securities offered through Cambridge Investment Research, Inc. (Broker/Dealer, Member FINRA/SIPC) and advisory services through Cambridge Investment Research Advisors, Inc. Pricing is not publicly disclosed; the public-facing entry point is a complimentary initial consultation and an online 'Am I On Track?' assessment funneling prospects to scheduled consultations. Growth is referral-driven via the website's 'Recommend Us' functionality, supplemented by content marketing (market commentary, blog, financial calculators).
Generations firmographics
Firmographics- Name
- Generations
- Legal name
- Generations Financial Planning & Wealth Management
- Website
- https://genfinplan.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Generations Financial Planning & Wealth Management is an independent Michigan-based RIA offering wealth management, financial planning, investment management, estate planning, Social Security planning, and retirement plan services to individuals, families, self-employed clients, and institutions across three office locations.
- Ownership category
- akta.pro rank
Generations industry classification
Industry- Product category
- Wealth Management & Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940), Pension Funds (525110)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)
- akta.pro secondary industries
- Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE), Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE), Business Owner & Executive Financial Planning (FSAEAAAO)
Keywords
Where Generations is headquartered
LocationHeadquarters
- HQ city
- Battle Creek
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Generations business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Wealth Management & Advisory Services: Fee-based wealth management services where 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). Revenue likely derived from AUM fees, flat fees, or hourly planning fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Complimentary Initial Consultation |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
Generations product offering
Product offeringCore offering
Generations Financial Planning & Wealth Management is an independent registered investment advisory firm that delivers holistic wealth management, financial planning, investment management, estate planning, Social Security planning, solo 401(k) administration, and workplace retirement plan management services to individuals, families, self-employed individuals, and small institutions. Securities are offered through partner broker-dealer Cambridge Investment Research, Inc., while advisory services are delivered directly by the firm's licensed wealth managers from offices in Battle Creek, Jackson, and Kalamazoo, Michigan.
Product overview
Generations Financial Planning & Wealth Management is a financial advisory firm offering a comprehensive suite of wealth management and planning services. The core offering includes seven integrated services: Wealth Management Services (holistic financial approach), Financial Planning (comprehensive blueprints), Investment Management (portfolio evaluation), Estate Planning (wills, trusts, legacy planning), Social Security Planning (benefit optimization), Solo 401(k) Plans (self-employed retirement), and Workplace Retirement Plan Management (professional account management). The firm operates through partner firm Cambridge Investment Research, Inc. and serves clients across multiple Michigan locations with availability in select states.
Differentiator
Problem solved
Functional benefit
Products and services
- Wealth Management Services
Companies that use Generations
Customer profileSegments3 records
Ideal customer profiles3 records
Generations technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature2 records
Generations partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Cambridge Investment Research, Inc.coreSecurities offered through Cambridge Investment Research, Inc., a Broker/Dealer, Member FINRA/SIPC. Cambridge provides custodial platform, regulatory oversight, and operational infrastructure for advisory business.
Scale indicators3 records
Recent moves9 records
Expansion highlights5 records
Generations competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Generations social profiles
Digital presenceGenerations financial estimates
Financial estimateRevenue estimate
Valuation estimate
Generations leadership team
Management profileNumber of profiles
Profiles6 records
Generations funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Generations 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 Generations
What does Generations do?
Generations Financial Planning & Wealth Management is an independent registered investment advisory firm that delivers holistic wealth management, financial planning, investment management, estate planning, Social Security planning, solo 401(k) administration, and workplace retirement plan management services to individuals, families, self-employed individuals, and small institutions. Securities are offered through partner broker-dealer Cambridge Investment Research, Inc., while advisory services are delivered directly by the firm's licensed wealth managers from offices in Battle Creek, Jackson, and Kalamazoo, Michigan.
Is Generations a public or private company?
Generations is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Generations founded?
Generations was founded in 2009. It employs 1 to 10 people.
Where is Generations based?
Generations is headquartered in Battle Creek, United States, in the North America region.
How does Generations make money?
One revenue line is on record: wealth Management & Advisory Services.
Does Generations have an API?
No public API is recorded for Generations.
What industry is Generations in?
Generations's product category is Wealth Management & Financial Advisory Services. Its primary akta.pro industry code is FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent), with a secondary code of FSAAABAE, Private Wealth Planning (Tax, Estate & Succession). Its NAICS code is 523940 and its SIC code is 6282.