What Union Financial does

Union Financial, Inc. is a private financial services practice organized under IBEW Local 965 that delivers retirement planning and financial advisory services to union members, principally members of the International Brotherhood of Electrical Workers (IBEW). The firm operates as a distribution agent for Principal Financial Group, offering insurance products (life insurance including variable life, annuities including variable annuities) through Principal National Life Insurance Company and Principal Life Insurance Company, and securities and advisory services through Principal Securities, Inc. (Member SIPC). All associates are themselves IBEW union members, positioning the practice as "union members serving union members."

The practice is staffed by approximately 20 financial professionals based in 14 office locations across eight US states (AL, IN, MO, OK, TN, WA, WI), with the Wisconsin headquarters at W137 N5557 Williams Place, Menomonee Falls, WI 53051. Associates are individually licensed for insurance and securities across more than 40 states plus DC. The technology layer is a content-and-tooling website (unionplanning.com) that hosts a learning center with 17+ interactive financial calculators, magazine-style flipbooks, monthly newsletters, research articles, and short animated videos covering retirement, tax, insurance, investing, and estate planning topics.

Revenue is generated through commissions and fees on insurance policies and securities products placed with union-member clients; no pricing, revenue figures, or assets-under-management disclosures are published. The go-to-market motion is sales-led and direct: licensed associates prospect within their local IBEW networks, leverage union organizational credibility, and close via personalized retirement planning engagements. Union Financial, Inc. is not an affiliate of any Principal Financial Group company; the relationship is a contractual distribution partnership. There are no disclosed funding rounds, M&A activity, leadership changes, or technology acquisitions in the source material.

Name

Union Financial

Legal name

Union Financial, Inc.

Website

https://unionplanning.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Union Financial is a private financial services practice organized under IBEW Local 965 that provides retirement planning, insurance, and securities services to IBEW union members through approximately 20 licensed associates across 14 offices in 8 US states, distributing Principal Financial Group products.

Ownership category

akta.pro rank

Product category

Financial Advisory and Retirement Planning Services

NAICS

Finance and Insurance (52), Other Financial Investment Activities (5239)

SIC

Finance Services (6199)

akta.pro primary industry

Taft-Hartley / Labor Union & Public Sector Retirement Systems (FSAAAGAK)

akta.pro secondary industry

Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)

Keywords

• Retirement planning services
• Financial advisory services
• Union member benefits
• Insurance and annuities
• Financial education resources

Headquarters

HQ city

Menomonee Falls

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory and Insurance Services: Revenue generated through offering insurance products including life insurance (variable life), annuities (variable annuities), and securities. Financial professionals are licensed in multiple states to offer these products through Principal Financial Group companies.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Union Financial is a financial services practice organized under IBEW Local 965 that provides retirement planning and financial advisory services to IBEW union members. Associates deliver personalized retirement strategies, navigate locally negotiated union benefits, and offer insurance products (life insurance including variable life, annuities including variable annuities) and securities through Principal Financial Group companies. The firm supplements its advisory work with a website-based learning center of financial calculators, flipbooks, newsletters, research articles, and educational videos.

Product overview

Union Financial is a financial services practice organized under IBEW Local 965 that provides retirement planning and financial advisory services specifically for union members. The company operates as an agent for Principal Financial Group products, offering a suite of financial planning tools including insurance products (life insurance, annuities), securities services, and a comprehensive learning center featuring calculators, flipbooks, newsletters, research articles, and videos. The core offering is retirement planning assistance combined with educational tools to help union members understand their negotiated benefits and make informed financial decisions.

Differentiator

Problem solved

Functional benefit

Named customers2 records

Segments1 record

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Principal Financial GroupcoreStrategic or Co-development PartnerUnion Financial works with companies of Principal Financial Group to help union members find financial strategies that fit their needs. Products include insurance from Principal National Life Insurance Company and Principal Life Insurance Company, with securities and advisory products offered through Principal Securities, Inc. (Member SIPC).
• IBEW Local 965coreStrategic or Co-development PartnerUnion Financial is organized under IBEW Local 965. The company is composed entirely of union member associates who serve fellow union members. This affiliation provides the organization with intimate knowledge of benefits provided through locals.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bridge VEBA, Inc. Bridge VEBA is mentioned alongside Union Financial in regulatory disclosures, suggesting it is a closely affiliated or structurally similar entity focused on union/electrical worker benefits. Likely operates a comparable multi-employer VEBA or union-affiliated financial services model.

Broad incumbents

• MassMutual Financial Group: MassMutual operates a career agent system where licensed financial professionals sell insurance and retirement products. Comparable to Union Financial's associate-driven model, though MassMutual is far larger and not union-affiliated.
• New York Life Insurance Company: New York Life employs a career-agent model with licensed financial professionals offering insurance, annuities, and retirement planning. Similar delivery structure to Union Financial but operating at much greater scale without affinity-group specialization.
• Northwestern Mutual: Northwestern Mutual uses a career-financial-representative model to deliver insurance, retirement, and investment planning. Comparable advisory-and-product distribution architecture though serving a broad mainstream market rather than union members.
• Ameriprise Financial: Ameriprise's franchise model relies on independent financial advisors delivering retirement planning and insurance products. Comparable field-advisor distribution and product-agnostic advisory approach, but at national scale.
• Edward Jones: Edward Jones operates a large branch-based financial advisor network focused on retirement and wealth planning for individuals. Comparable face-to-face advisory model with securities licensing, though targeting a much broader demographic.

Others

• Principal Financial Group: Principal Financial Group is Union Financial's core product and distribution partner, providing insurance and securities through affiliated companies. Not a direct competitor — the relationship is partner/supplier rather than competitive, but the platforms are deeply interdependent.
• Cetera Financial Group: Cetera provides back-office infrastructure, compliance, and product access to independent financial advisors. Comparable enabling role to what Principal Financial Network provides to Union Financial's associates.
• LPL Financial: LPL Financial is the largest independent broker-dealer supporting independent financial advisors with custody, compliance, and product access. Operates as enabling infrastructure analogous to Union Financial's reliance on Principal Securities.
• Cambridge Investment Research: Cambridge Investment Research is an independent broker-dealer supporting affiliated financial advisors. Comparable enabling infrastructure for advisor-led practices, though unaffiliated with a specific affinity group.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/union-financial-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 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 Union Financial