Horizon Financial Group

What Horizon Financial Group does

Horizon Financial Group is a private financial advisory firm headquartered in Baton Rouge, Louisiana, operating as an independent branch (OSJ) of Cetera Advisors LLC, the No. 21 independent broker-dealer. The firm provides financial planning, investment management, retirement plan services, private client services for high-net-worth individuals, and business exit planning. Its core service architecture rests on two proprietary six-step methodologies: the Confident Wealth Experience for individual clients and the 401(k)onfidence System for employer-sponsored plan sponsors. Client-facing technology is built primarily on third-party platforms, including eMoney (powering the Confident Wealth Hub consolidated dashboard), NetXInvestor for account access, and Pershing for custody and clearing, with integrations to eleven major retirement plan recordkeepers (ADP, Fidelity, Empower, Voya, Principal, Paychex, John Hancock, Nationwide, Transamerica, American Funds, and OppenheimerFunds).

The firm serves five primary client segments: business owners and executives, healthcare professionals, pre-retirees (via The Runway Decade program), retirees, and professional baseball players (via the Wealth Coach Experience and Big League Money book and resources). Investment oversight is managed through the Investylitics network-wide investment committee, which convenes advisors monthly to set portfolio allocations. The firm produces an active content engine spanning four podcast series (Confident Wealth, Inside The Plan, Runway Decade, Confident Exit) and two published books, used primarily as top-of-funnel acquisition channels.

The business model combines fee-based investment advisory services billed on assets under management, transaction-based brokerage commissions routed through Cetera Advisors, and retirement plan advisory fees. Pricing is quote-based and not publicly disclosed. Distribution runs through direct advisor relationships, the Cetera broker-dealer channel, an employer retirement plan channel, and a separate Horizon Advisor Network platform used for advisor recruitment and network expansion. The firm has no public funding, no disclosed M&A activity, and operates on a US-only basis with geographic concentration in the Southeast and a specialized national reach into the professional baseball vertical.

Name

Horizon Financial Group

Legal name

Horizon Financial Group

Website

https://horizonfg.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Horizon Financial Group is a private Baton Rouge-based financial advisory firm offering financial planning, investment management, retirement plan services, private client services, and business exit planning to business owners, healthcare professionals, pre-retirees, retirees, and professional baseball players via its affiliation with Cetera Advisors LLC.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

Keywords

• Wealth management services
• Financial planning advisory
• Retirement plan services
• Investment management advisory
• Business exit planning

Headquarters

HQ city

Baton Rouge

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. Investment Advisory Services: Fee-based investment advisory services where clients pay fees based on assets under management. Services include portfolio management, financial planning, and ongoing wealth coordination.
2. Brokerage Commissions: Transaction-based compensation through Cetera Advisors LLC for brokerage services including securities transactions and product distribution.
3. Private Client Services: Premium advisory services for high-net-worth individuals including access to exclusive investments, estate planning coordination, and comprehensive wealth management.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Horizon Financial Group is a financial advisory firm that delivers personalized financial planning, investment management, retirement plan advisory, private client wealth management, and business exit planning services to individuals, business owners, healthcare professionals, pre-retirees, retirees, and professional baseball players. Securities and advisory services are offered through Cetera Advisors LLC, with the firm's delivery organized around its proprietary Confident Wealth Experience and 401(k)onfidence System methodologies and the Confident Wealth Hub client portal.

Product overview

Horizon Financial Group is a financial advisory firm offering a comprehensive suite of wealth management services built around its proprietary Confident Wealth Experience methodology. The core offerings include Financial Planning and Wealth Management, Investment Management, Retirement Plans (served by the proprietary 401(k)onfidence System), Private Client Services for high-net-worth individuals, and Business Exit Planning. The firm also delivers specialized services for specific client segments: professional baseball players through the Wealth Coach Experience for Athletes and Big League Money program, and pre-retirees through The Runway Decade content. Technology-enabled services include the Confident Wealth Hub client portal for consolidated financial views and NetXInvestor for account access. Educational content is delivered through multiple podcast series (Confident Wealth, Inside The Plan, The Runway Decade, The Confident Exit) and published books. The firm is affiliated with Cetera Advisors LLC and utilizes the Investylitics investment committee process.

Differentiator

Problem solved

Functional benefit

Brands

• Confident Wealth Experience®: Ongoing advice and support for confident wealth coordination, including six steps: Discovery Conversation, Confident Wealth Strategies, Action Plan, Advisor Link Advantage, Confident Wealth Monitor, and Confident Care System.
• 401(k)onfidence System®
• Confident Wealth Hub®
• The Runway Decade
• Inside The Plan Podcast
• Big League Money
• The Confident Exit Podcast
• The Runway Decade Podcast
• The Confident Care System®

Products and services

• Financial Planning & Wealth Management Comprehensive financial planning service providing guidance across wealth building, protection, retirement planning, estate planning, risk management, and coordinated advice with other professional advisors. Designed for individuals, families, and business owners seeking an integrated personal financial strategy.
• Investment Management

Quantifiable outcome

• Named to NAPA Top DC Advisor Teams list (2020, 2022, 2023, 2024)
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature5 records

Partnerships

17 partnerships are on record, tiered core and supporting.

• Cetera Advisors LLCcoreChannel Partner/ Reseller/ DistributorHorizon Financial Group operates as an independent branch/OSJ of Cetera Advisors LLC, offering securities and advisory services through this broker-dealer channel. Cetera provides regulatory infrastructure (FINRA/SIPC membership), compliance support, technology platforms, and access to investment products. This is a critical distribution and regulatory partnership.
• PershingcoreTechnology or IntegrationPershing is referenced in the Strategic Partners section for protection of client assets. Provides backend clearing and custody services for securities transactions.
• eMoneycoreTechnology or IntegrationProvides the Confident Wealth Hub platform for client financial planning and consolidated account views. eMoney is a leading financial planning technology platform.
• NetXInvestorsupportingTechnology or IntegrationClient-facing reporting and account access platform used for client login and account management.
• ADPsupportingTechnology or IntegrationRetirement plan provider integration for participant login and plan administration. ADP provides payroll and retirement plan recordkeeping services.
• Fidelity InvestmentssupportingTechnology or IntegrationRetirement plan provider integration for participant login and plan administration. One of many plan provider platforms offered to retirement plan clients.
• Principal FinancialsupportingTechnology or IntegrationRetirement plan provider integration for participant login and plan administration.
• EmpowersupportingTechnology or IntegrationRetirement plan provider integration for participant login and plan administration.
• NationwidesupportingTechnology or IntegrationRetirement plan provider integration for participant login and plan administration.
• Voya FinancialsupportingTechnology or IntegrationRetirement plan provider integration for participant login and plan administration.
• TransamericasupportingTechnology or IntegrationRetirement plan provider integration for participant login and plan administration.
• John HancocksupportingTechnology or IntegrationRetirement plan provider integration for participant login and plan administration.
• American FundssupportingTechnology or IntegrationRetirement plan provider integration for participant login and plan administration.
• PaychexsupportingTechnology or IntegrationRetirement plan provider integration for participant login and plan administration.
• Oppenheimer FundssupportingTechnology or IntegrationRetirement plan provider integration for participant login and plan administration.
• Jesse Hurst / Impel Wealth ManagementcoreStrategic or Co-development PartnerJesse Hurst of Impel Wealth Management leads the Investylitics network-wide investment committee. This is a key strategic partnership bringing together advisors from around the country monthly to discuss investment markets and portfolio allocations.
• Exit Planning InstitutesupportingStrategic or Co-development PartnerReferenced for business exit planning methodology and certification. The firm aligns with EPI's framework for defining significant companies and exit planning best practices.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Regional players

• TrueNorth Wealth Advisors: Mid-sized regional wealth management firm offering financial planning and retirement plan services to business owners and individuals in similar markets. Comparable in scale and service mix though operating in a different geography.

Direct peers

• Tolleson Wealth Management: Private, family-led multi-family office providing comprehensive wealth management to HNW families. Comparable in service depth, family-ownership structure, and emphasis on multi-generational planning.
• Carson Group: National advisor network and RIA supporting affiliated advisors with technology, investment platforms, and practice management. Directly comparable to the Horizon Advisor Network and Investylitics committee model.
• Mariner Wealth Advisors: Large independent RIA offering comprehensive financial planning, investment management, retirement plan services, and business exit planning across multiple geographies. Comparable in service mix, target client segments (business owners, HNW), and Cetera-like affiliated model.
• Ronald Blue Trust: Fee-only RIA offering comprehensive financial planning, investment management, and retirement/legacy planning to HNW individuals and families. Closely comparable in service methodology, fee model, and HNW client focus.
• Buckingham Strategic Partners: Support platform for independent financial advisors providing technology, research, and back-office services. Comparable to the Horizon Advisor Network model in enabling independent advisors under a unified brand.

Broad incumbents

• Edelman Financial Engines: Large national RIA with strong retirement plan and individual advisory offerings. Comparable in scale and breadth across financial planning, investment management, and 401(k) plan advisory services.
• Cetera Advisors: The parent broker-dealer and OSJ platform that Horizon operates under. Provides regulatory infrastructure, product shelf, and compliance — also serves as both a partner and an indirect competitor through other affiliated branches.
• Northwestern Mutual: Large incumbent financial services firm offering financial planning, retirement, and investment products. Competes with Horizon across similar client segments including business owners and pre-retirees.
• Mercer Advisors: National RIA offering financial planning, investment management, and retirement plan services to HNW individuals and business owners. Comparable in segment focus and integrated financial planning approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/horizonwm
• YouTubeyoutube.com/channel/UCbKNgakBXqHM1R0XS9qk8LA
• Facebookfacebook.com/HorizonFinGroup
• LinkedInlinkedin.com/company/101997

Compliance3 records

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 Horizon Financial Group