Osland Financial Group

What Osland Financial Group does

Osland Financial Group is a privately held financial advisory firm headquartered in Scottsdale, Arizona, founded in 1996 and operating with 1-10 employees. The firm delivers personalized financial planning and investment advisory services to individuals and business owners, covering investment management, retirement strategies, estate conservation, tax management, and insurance product recommendations (annuities, life, long-term care, and disability income). Securities and advisory services are offered through Geneos Wealth Management, Inc., a FINRA/SIPC member broker-dealer, with clearing and platform infrastructure provided by Pershing; clients access account information via the MainAccount and NetXinvestor integrations.

The firm runs a parallel retirement plan consulting practice that serves employer-sponsored 401(k) and profit sharing plans as an independent fiduciary, currently administering over $200 million in plan assets across more than 80 corporate plans. Services include plan creation and implementation, investment policy statement preparation, ongoing investment monitoring, ERISA fiduciary compliance, and participant education. The firm complements rather than competes with major plan providers (ADP, Paychex, John Hancock, Nationwide, Fidelity).

Osland is an affiliate of Heffernan Insurance Brokers (CA License #0564249), enabling cross-referral of insurance products. The go-to-market is direct advisor-to-client engagement (phone, email, in-person at the Scottsdale office), supplemented by a content-led learning center that delivers articles, calculators, flipbooks, newsletters, videos, a financial glossary, and a tax library. Pricing is personalized and not publicly disclosed, with revenue accruing through recurring advisory fees on disclosed AUM and project/managed-service fees on retirement plan mandates.

Name

Osland Financial Group

Legal name

Osland Financial Group

Website

https://oslandgroup.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Osland Financial Group is a Scottsdale-based, privately held financial advisory firm that provides personalized financial planning to individuals and independent retirement plan consulting (401(k) and profit sharing) to corporate plan sponsors, operating through Geneos Wealth Management and affiliated with Heffernan Insurance Brokers.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Insurance and Employee Benefit Funds (5251)

SIC

Investment Advice (6282), Life Insurance (6311), Accident & Health Insurance (6321)

akta.pro primary industry

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

akta.pro secondary industries

Retirement & Pension Planning (401(k)/IRA) (FSAEAAAD), Workplace Wealth & Employee Investing Programs (FSAAAAAK), Business Owner & Executive Financial Planning (FSAEAAAO), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

Keywords

• Financial planning
• Retirement plan consulting
• Wealth management
• 401k advisory
• Insurance products

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Revenue generated through advisory fees for personalized financial programs including tax management, investment management, retirement strategies, and estate conservation. Services provided to individuals and business owners seeking financial guidance.
2. Retirement Plan Consulting: Independent retirement plan consulting services for employer-sponsored 401k and profit sharing plans. The firm manages over $200 Million in assets across 80+ corporate retirement plans, providing ongoing fiduciary services, investment monitoring, and participant education.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Osland Financial Group delivers personalized financial planning and retirement plan consulting services to individuals and business owners. The firm designs, implements, and monitors 401(k) and profit sharing plans for corporate sponsors while also offering individual insurance and annuity products (life, long-term care, disability, annuity) for personal wealth and income protection.

Product overview

Osland Financial Group is a financial advisory firm offering a unified service model combining personalized financial planning with institutional-quality retirement plan consulting. The core offering consists of financial planning services (investment management, retirement strategies, estate conservation, tax management, insurance) supplemented by 401(k) and profit sharing plan consulting for corporate clients. The firm also provides a comprehensive educational resource platform including calculators, research articles, newsletters, flipbooks, videos, and a tax library. All services are delivered through Geneos Wealth Management, Inc. with security and advisory services regulated by FINRA/SIPC.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Services Personalized financial planning for individuals and families, including retirement income planning, investment management, tax and estate planning coordination, and ongoing advisory support. Delivered by Principal Michael Osland to consumer clients.
• 401(k) Plan Consulting Services Independent consulting for employer-sponsored 401(k) plans covering plan design, vendor evaluation, investment lineup review, fiduciary support, participant education, and ongoing plan monitoring. Served to business owners, CFOs, HR directors, and plan committees at small and mid-sized companies.
• Profit Sharing Plan Services Design, implementation, and ongoing consulting for employer-sponsored profit sharing plans, delivered alongside the firm's 401(k) practice to small and mid-sized corporate plan sponsors.
• Annuity Products Placement of annuity contracts for individual clients seeking retirement income, principal protection, or guaranteed lifetime income. Sourced through the firm's insurance carrier relationships and Heffernan Insurance Brokers affiliate.
• Life Insurance Products Placement of life insurance policies for individual clients for income replacement, estate planning, and beneficiary protection. Sourced through carrier and Heffernan Insurance Brokers affiliate relationships.
• Long-Term Care Insurance Placement of long-term care insurance coverage for individual clients seeking protection against the cost of extended care needs. Sourced through carrier and Heffernan affiliate relationships.
• Disability Income Insurance Placement of disability income insurance for individual clients seeking to protect earned income against the risk of illness or injury. Sourced through carrier and Heffernan affiliate relationships.

Quantifiable outcome

• Over $200 Million in assets managed across 80+ corporate retirement plans

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Heffernan Insurance BrokerscoreChannel Partner/ Reseller/ DistributorHeffernan Insurance Brokers is an affiliate of Osland Financial Group. Osland Financial Group is an affiliate of Heffernan Insurance Brokers, CA License #0564249. This affiliation provides cross-referral opportunities for insurance products and services.
• Geneos Wealth Management, Inc.coreTechnology or IntegrationSecurity and advisory services are offered through Geneos Wealth Management, Inc., Member FINRA/SIPC. Geneos provides the brokerage and advisory platform infrastructure including online account access through NetXinvestor and MainAccount platforms.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• LPL Financial: The largest independent broker-dealer in the U.S., supporting independent financial advisors with wealth management, retirement plan, and insurance solutions. Comparable to Osland's independent advisory model serving individuals and small-business retirement plans.
• Edelman Financial Engines: One of the largest independent RIAs in the U.S., combining personal financial planning with large-scale 401(k) plan advisory services. Comparable to Osland in offering both individual advisory and employer retirement plan consulting, but at vastly greater scale and national reach.
• Fidelity Institutional Wealth Services: Large recordkeeper and platform that competes for both individual advisory relationships and corporate 401(k) plan business. Osland explicitly names Fidelity as a provider it complements, but it is the dominant scaled competitor for plan sponsors and retail investors.
• Cetera Financial Group: Large independent broker-dealer and wealth management platform supporting thousands of independent financial advisors. Comparable to Osland as an independent advisor using a third-party BD platform (Geneos is analogous to Cetera's model) and serving individual and small-business retirement clients.
• Schwab Advisor Services: Custody and technology platform serving independent RIAs like Osland, while also competing directly via Schwab Wealth Advisory and retail brokerage. A reference competitor on both the platform and end-client dimensions.
• Cambridge Investment Research: Major independent broker-dealer supporting independent advisors who deliver financial planning, retirement, and insurance solutions. Directly comparable business model to Osland's independent advisory practice working through an external BD partner.

Direct peers

• Modera Wealth Management: Fee-only independent RIA offering financial planning and retirement plan services to individuals and businesses. Comparable in offering set (personal financial planning plus employer retirement plan consulting) and in serving similar small/mid-market client segments.
• Geneos Wealth Management: FINRA/SIPC member broker-dealer that is Osland's platform partner. Many Geneos-affiliated advisors run small independent practices offering financial planning and retirement plan consulting comparable in scope and target market to Osland.
• CAPTRUST: Independent retirement plan advisory firm serving corporate plan sponsors with fiduciary investment advice and plan consulting. Directly comparable to Osland's 401(k) and profit sharing plan consulting segment, though at significantly larger scale.

Emerging players

• Reby Advisors (formerly AdvicePeriod): Independent RIA providing holistic financial planning and investment advisory services to individuals and families. Comparable as a small-to-mid sized independent advisor focused on personalized planning, though with less emphasis on the employer 401(k) consulting segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/osland-financial-group

Compliance3 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 Osland Financial Group