Safe Future Financial

What Safe Future Financial does

Safe Future Financial is an independent, privately held financial services firm headquartered in Novi, Michigan, founded in 2017. The firm specializes in personalized retirement planning for individuals and families who are preparing for, currently in, or already living in retirement, with a stated target client profile of households holding $100K to $1M+ in net investable assets. Its service portfolio spans twelve core offerings including wealth management and investment planning, retirement savings optimization, long-term care planning, tax planning, tax-free retirement income planning, Social Security optimization, income planning, legacy and estate planning, college funding, disability insurance, inflation protection, and liquidity needs planning, delivered through a three-step process (Start Smart, Apply Discipline, Communicate Progress) with annual reviews and monthly client newsletters.

The firm has no proprietary technology platform; instead it operates on infrastructure provided by Simplicity, which delivers the website, content management (Simplicity Wealth Blogs), digital annuity tools, and CRM (Salesforce) systems. Customer engagement is supported through Calendly scheduling, embedded CalcXML financial calculators, and a content marketing engine comprising an active blog, downloadable educational guides, social media channels, and the 'Money Talks with Joe' radio and television show hosted by CEO Joseph Uppleger on WJR 760 AM Detroit. The team consists of approximately 1-10 employees, including credentialed advisors (CRPC designations), an attorney, a financial planner with 24+ years of investment experience, and supporting case management, marketing, and specialist roles.

Revenue is generated through professional services fees for advisory and planning engagements, with pricing not publicly disclosed. The go-to-market motion is sales-led and relationship-based, relying on complimentary strategy sessions, content marketing, community engagement via the radio show, referral networks, and direct phone/contact-form outreach. The firm is founder-owned (Joseph Uppleger) with no disclosed institutional investment, parent company, or external funding.

Name

Safe Future Financial

Legal name

Safe Future Financial

Website

https://safefuturefinancial.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Safe Future Financial is an independent, privately held financial advisory firm in Novi, Michigan, founded in 2017, that provides personalized retirement planning, wealth management, tax planning, and estate planning services to individuals and families preparing for or living in retirement.

Ownership category

akta.pro rank

Headquarters

HQ city

Novi

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory and Planning Services: Safe Future Financial generates revenue through financial advisory and planning fees for services including retirement planning strategies, wealth management, investment planning, tax planning, long-term care planning, Social Security optimization, income planning, estate planning, and insurance solutions. The firm offers personalized consultation services and ongoing financial planning engagements.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Safe Future Financial is an independent financial services firm that provides personalized retirement planning strategies, wealth management, investment planning, tax planning, Social Security optimization, long-term care planning, income planning, estate planning, and insurance solutions to individuals and families preparing for, planning, or living in retirement. The firm offers a structured three-step planning process (Start Smart, Apply Discipline, Communicate Progress) and tailors strategies around six fundamental planning considerations: longevity, inflation, mortality, liquidity, market risk, and taxes.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

One partnership is on record.

• SimplicitycoreTechnology or IntegrationSafe Future Financial is powered by Simplicity, a financial technology platform provider. The firm operates under the Simplicity brand infrastructure, with the website footer noting 'Powered by: Simplicity' and blog content being delivered through 'Simplicity Wealth Blogs' and 'Simplicity Digital Annuity' platforms. This technology partnership provides the operational and digital infrastructure for the firm's client management and content delivery systems.

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Edward Jones: Large national retail financial advisory firm with thousands of local branch advisors serving mass-affluent and pre-retiree clients with retirement, investment, and insurance planning. Directly comparable target customer and service mix, but operates at vastly larger scale with branch-based distribution.
• Empower Retirement: Large retirement-focused financial services company providing retirement plan administration, IRA, and personal wealth management to millions of individuals. Comparable retirement-focused customer base, though primarily institutional and digital rather than advisor-led.
• Ameriprise Financial: National diversified financial services company with a large advisor force focused on retirement planning, investment advisory, and insurance for mass-affluent households. Comparable target segment and holistic retirement planning offering.
• Cetera Financial Group: Network of independent broker-dealer and RIA firms serving mass-affluent clients with retirement, investment, and insurance planning. Comparable independent-advisor business model serving similar customer base with similar service mix.
• Edelman Financial Engines: Largest independent RIA in the U.S., specializing in retirement plan participants and individual retirement planning with a holistic service model. Comparable holistic retirement planning focus, though at much larger scale and with a digital/hybrid delivery model.
• Northwestern Mutual: Major insurance and financial services company with a strong advisor network providing retirement income, life insurance, and wealth management to mass-affluent individuals. Comparable product mix with emphasis on insurance-based retirement solutions and similar sales-led distribution.
• New York Life: Large mutual life insurance and retirement planning firm with a captive agent force offering retirement income, annuities, life insurance, and wealth management to individuals and families. Comparable holistic retirement planning orientation with similar insurance-heavy product mix.

Emerging players

• Carson Group: Fast-growing hybrid RIA and coaching platform supporting independent advisors serving mass-affluent and retiree households. Comparable in providing holistic retirement, tax, and estate planning services through a partner-advisor model.
• Mariner Wealth Advisors: National independent wealth advisory firm offering comprehensive retirement, tax, estate, and insurance planning for high-net-worth and mass-affluent clients. Comparable comprehensive-service positioning and fiduciary approach.

Direct peers

• Simplicity Group: National insurance and annuity-focused independent marketing organization that powers Safe Future Financial's technology, content, and digital annuity platform. Highly comparable business model—independent advisors serving mass-affluent retirees with insurance and retirement income solutions, often co-branded under Simplicity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/safefuturefinancial
• LinkedInlinkedin.com/company/safefuturefinancialservices

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Safe Future Financial