What The Kelly Group does

The Kelly Group (legal entity: Kelly Financial Group, LLC) is a privately held, SEC-registered independent investment advisory firm headquartered in Bel Air, Maryland. Founded in 1997 by Bryan Kelly and his uncle Bill Kelly, the firm operates with a 23-person team and four named partners (Bryan Kelly, Chad Arrington, Tom Cusick, and Anika Jones, effective January 1, 2024). It provides comprehensive financial planning, investment/wealth management, retirement planning, estate planning, tax planning, charitable-giving strategy, and business-owner advisory services to individuals, families, business owners, charitable organizations, and federal government employees across Maryland and, by virtual delivery, the broader United States.

The firm's service portfolio includes a distinctive Federal Government Benefits Planning practice covering GS pay scales, FERS/CSRS retirement systems, and Thrift Savings Plan (TSP) optimization — a niche vertical targeting the large federal-employee population in the mid-Atlantic. Underlying technology is standard industry tooling: Redtail CRM for client relationship management and a Squarespace-built marketing site. No proprietary platforms, trading systems, or in-house research infrastructure are described, consistent with a relationship-driven advisory model rather than a tech-led wealth platform.

The Kelly Group transitioned from a Cambridge Investment Research broker-dealer affiliation to a fully independent RIA structure in 2020 and now operates on a recurring advisory-fee revenue model — typically an asset-based percentage of assets under management, supplemented by financial-planning fees. The firm is community-embedded through Harford Community College financial-education programming, active local sponsorships, and senior leadership positions in the Financial Planning Association of Maryland (Chad Arrington as past president, Tom Cusick as President-Elect). Growth has been entirely organic and internally financed; no outside capital, private-equity sponsorship, or institutional investors are referenced in the available data.

Name

The Kelly Group

Legal name

Kelly Financial Group, LLC

Website

https://kellyria.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

The Kelly Group (Kelly Financial Group, LLC) is an SEC-registered independent investment adviser in Bel Air, Maryland, providing financial planning, wealth management, retirement, estate, and federal-employee benefits planning to individuals, families, business owners, and organizations across the United States.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industries

Financial Planning–Led RIAs (FSAAACAB), Family Wealth & Multi-Generational Planning RIAs (HNW/UHNW-lite) (FSAAACAH)

Keywords

• Wealth management services
• Financial planning
• Retirement planning
• Investment advisory
• Estate planning

Headquarters

HQ city

Bel Air

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning and Wealth Management Services: The firm provides comprehensive financial planning services including investment management, retirement planning, estate planning, risk management, and business succession planning. Services are tailored to individuals, families, high-net-worth individuals, federal government employees, and business owners at every stage of life.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

The Kelly Group is a privately held registered investment adviser that delivers comprehensive financial planning and wealth management services to individuals, families, high-net-worth individuals, federal government employees, and business owners. Services span investment management, retirement planning, estate and legacy planning, business succession, charitable giving, risk management, federal employee benefits planning, and college planning, delivered through a team-based advisory model where each client household is paired with a primary advisor and dedicated support team.

Product overview

The Kelly Group operates as a comprehensive financial advisory firm offering an integrated suite of wealth management and financial planning services. The firm's core offering centers on holistic financial planning, complemented by specialized services including retirement planning, investment management, estate and legacy planning, and federal government benefits planning. Services are delivered through a team-based approach pairing each client household with a primary advisor and dedicated support team. The firm serves individuals, families, high-net-worth clients, federal government employees, and business owners, with particular expertise in multigenerational wealth transfer and long-term relationship-based financial guidance.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Comprehensive financial planning services covering all aspects of a client's financial life, including goal-setting, budgeting, cash flow management, and coordinated strategies across multiple financial dimensions, delivered to individuals, families, and business owners.
• Investment Management Solutions Disciplined investment management focused on long-term wealth building through diversified portfolios, strategic asset allocation, and ongoing portfolio monitoring and rebalancing for individuals, families, HNW clients, and charitable organizations.
• Retirement Planning Planning services to help clients prepare for and navigate retirement, including retirement income strategies, Social Security optimization, and ensuring sustainable withdrawal rates throughout retirement.
• Estate, Trust, and Legacy Planning Planning services focused on preserving wealth across generations, establishing trusts, and creating strategies to transfer assets according to client wishes while minimizing tax implications.
• Business Succession Planning Comprehensive planning services to help business owners prepare for the transition of their business to next-generation owners or third-party buyers, including ownership transfer strategies and exit planning.
• Charitable Giving Strategies to help clients incorporate charitable giving into their financial plans, including donor-advised funds, charitable trusts, and planned giving approaches that align with personal values and tax planning goals.
• Risk Management Assessment and management of financial risks through insurance planning, asset protection strategies, and portfolio diversification to safeguard client wealth against unforeseen events.
• Federal Government Benefits Planning Specialized planning for federal employees covering FERS benefits, TSP (Thrift Savings Plan) strategies, and coordination of federal retirement packages with other income sources including Social Security and Medicare.
• College Planning Planning services to help families prepare for education expenses, including 529 plan strategies, education savings accounts, and coordination of financial aid strategies.

Quantifiable outcome

• The Kelly Group has served the Harford County community for over 25 years and aims to serve for at least 100 years

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Harford Community CollegecoreStrategic or Co-development PartnerPartnership to provide community financial education through noncredit courses at Harford Community College. Courses cover Social Security strategies, Medicare planning, federal employee retirement planning, estate planning, and fraud/cyber protection. Classes are one-time evening sessions designed to make financial education accessible.
• LASOS, Inc. (Linking All So Others Succeed)minorOthersLocal nonprofit organization in Harford County that offers critical resources to support integration into American society for non-native English-speaking residents. Jodi Davis represented The Kelly Group at the Tea Time Around the World 2024 fundraising event.
• Harford Land TrustcoreStrategic or Co-development PartnerRick Fletcher serves on the Harford Land Trust Board of Directors. The Kelly Group supports land preservation and conservation efforts in Harford County, helping families access programs to preserve their land and heritage, particularly for family-owned farms.
• Golf Fore AfricaminorGTM or Marketing PartnerCharitable organization bringing hope and change to children and families in Africa. The Kelly Group sponsored the Golf Fore Africa East Coast Classic Pro-Am. Bryan Kelly is passionate about helping in this mission.
• Harford County Chamber of CommercecoreGTM or Marketing PartnerActive sponsor and participant in Harford County Chamber of Commerce events including the State of Harford County Address, mini-golf tournaments, legislative wrap-ups, and annual awards.
• Financial Planning Association of MarylandcoreStrategic or Co-development PartnerProfessional association where Chad Arrington serves as past president and member of the Board of Directors. Tom Cusick serves as President-Elect. The firm regularly attends the annual symposium.
• Pro Bono Resource Center of Maryland (PBRC)minorStrategic or Co-development PartnerAnika Jones serves on the PBRC Executive Committee and is immediate past president. The Kelly Group supports the organization's 35th Anniversary gala.
• Harford County Public Library FoundationminorGTM or Marketing PartnerPremier sponsor of the Harford County Public Library Annual Gala and other library events supporting literacy and community engagement.
• Harford County Farm BureauminorGTM or Marketing PartnerSponsored and attended the Harford County Farm Bureau Bull & Shrimp Roast to support the local agricultural community.
• Salisbury University Financial Planning ProgramminorStrategic or Co-development PartnerJacob Adkins and Quinn Sutker, both alumni, returned to speak at the Financial Planning Career Day and support the program's growth.
• LPGA FoundationminorGTM or Marketing PartnerThe Kelly Group sponsored the LPGA Foundation 75th Anniversary Pro-Am at Pebble Beach, supporting women's golf and leadership development.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Cerity Partners: Independent RIA providing comprehensive financial planning, investment management, and tax services to high-net-worth individuals, families, and institutions. Comparable to The Kelly Group's HNW and family wealth offerings, with similar planning-led model at larger scale.
• Edelman Financial Engines: One of the largest independent RIAs in the US, offering comprehensive financial planning, investment management, and retirement planning to individuals and corporate 401(k) participants. Overlaps with The Kelly Group in core financial planning for individuals/families and retirement planning, with much broader scale and corporate plan services.
• Mariner Wealth Advisors: National independent RIA providing comprehensive financial planning, tax, estate, and investment services to individuals, families, and institutions. Comparable to The Kelly Group in its focus on multi-generational wealth planning and comprehensive advisory services, though at broader geographic and scale.
• Goldman Sachs Personal Financial Management: Large RIA providing financial planning, investment management, and wealth advisory services to individuals, families, and business owners. Overlaps with The Kelly Group on comprehensive planning, multi-generational wealth, and business owner services, though at much larger scale and under a brand-name umbrella.
• Creative Planning: Large, multi-billion-dollar independent RIA offering comprehensive financial planning, investment management, and tax services to individuals, families, and business owners. Comparable to The Kelly Group as a peer independent RIA serving similar client segments with a holistic planning-led approach, though at significantly larger scale.
• Northwestern Mutual Private Client Group: Large financial services firm offering comprehensive financial planning, investment management, and insurance solutions to individuals and business owners. Comparable to The Kelly Group in its planning-led, multi-generational wealth approach serving similar client segments, with broader product portfolio.

Others

• Commonwealth Financial Network: Independent broker-dealer/RIA platform supporting thousands of independent financial advisors across the US. Relevant to The Kelly Group as an alternative custodian/platform model for independent RIAs pursuing independence from wirehouse-backed channels.
• Cambridge Investment Research: Independent broker-dealer/RIA custodian that was The Kelly Group's compliance partner from 2000 to 2020. Relevant as a former affiliate and ongoing industry peer for independent RIA transition decisions.

Direct peers

• Carson Wealth: Mid-sized independent RIA providing holistic financial planning, investment management, and estate planning to individuals, families, and business owners. Directly comparable to The Kelly Group in size, planning-led approach, target clientele, and multi-generational relationship model, with similar independent/regional positioning.
• Homrich Berg: Mid-sized independent RIA providing comprehensive financial planning, investment management, and family office services to individuals, families, and business owners. Directly comparable to The Kelly Group in size, comprehensive planning focus, multi-generational strategy, and southeastern/mid-Atlantic geographic emphasis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/The-Kelly-Group-707034892669264
• LinkedInlinkedin.com/company/kelly-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 The Kelly Group