What Edwards Financial Services does

Edwards Financial Services is an independent Registered Investment Advisor headquartered at 5494 Lake Howell Road, Winter Park, Florida, with a secondary office at 445 Park Avenue in New York City (by appointment only). Founded in 1999, the firm operates with approximately 8 staff and is led by Managing Partner Jason Edwards, supported by a Financial Planner, Office Manager, New Business Manager, Director of Business Development, and administrative personnel. It serves individual investors and, to a lesser extent, business owners seeking 401(k) administration across 19 states plus DC (AZ, CA, CO, CT, DC, FL, GA, LA, MD, MI, MO, NC, NJ, NY, OR, PA, SC, TN, TX, VA).

The firm's product offering is a comprehensive wealth-advisory suite spanning investment advisory services (including bonds, common stock, treasury and government securities, variable annuities, and multiple IRA types), retirement planning (401k, 403b, 457, profit-sharing, money-purchase plans), insurance planning (life, disability income, long-term care, individual and group health), college planning, accounting and tax services, and 401(k)/IRA rollover administration. Securities are offered through a broker-dealer relationship with Calton & Associates, Inc. (FINRA/SIPC member), and client account access is integrated across 12+ custodian and carrier platforms including Ameritrade, Charles Schwab, Lincoln Financial, DST Vision, Columbus Life, American Funds/Capital Group, John Hancock, Jackson, Ohio National, Allianz, Oppenheimer, and Prudential.

Revenue is generated through three streams: subscription/recurring investment advisory fees, transaction-based fees on securities executed via Calton & Associates, and insurance product commissions. The go-to-market is sales-led, built on free initial consultations and relationship-based personalized advisory delivery rather than digital self-service. The technology layer is the FMG Suite website platform with integrated custodian links; there are no proprietary AI/ML capabilities or proprietary software products. Marketing is content-driven via a resource center covering retirement, estate, investment, insurance, tax, money, and lifestyle topics, supported by a 200+ entry financial glossary, calculators, and blog content. The firm is privately held, with no parent company, no outside institutional investors, and no disclosed funding events.

Name

Edwards Financial Services

Legal name

Edwards Financial Services

Website

https://efs-advisors.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Edwards Financial Services is an independent registered investment advisor in Winter Park, Florida (with a NYC by-appointment office) serving individual investors across 19 states plus DC, offering investment advisory, retirement, insurance, tax, and college planning services through 8 staff.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA)

akta.pro secondary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Financial advisory services
• Retirement planning services
• Investment advisory services
• Insurance planning services
• Tax and accounting services

Headquarters

HQ city

Winter Park

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: The firm offers investment advisory services as a registered investment advisor, charging fees for portfolio management and financial planning guidance tailored to individual client needs.
2. Securities Transactions: Securities are offered through Calton & Associates, Inc., a FINRA and SIPC member broker-dealer. The firm likely earns commissions or referral fees on securities transactions executed through this relationship.
3. Insurance Products: The firm offers insurance products including disability income insurance, life insurance, long-term care insurance, and health insurance. Revenue is generated through insurance product commissions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Edwards Financial Services is an independent registered investment advisor that delivers personalized investment advisory, retirement planning, insurance, college planning, financial planning, and tax & accounting services to individuals and small businesses. The firm works with multiple top insurance and financial product corporations to provide objective advice, charges advisory fees for portfolio management, and routes securities transactions through Calton & Associates, Inc., a FINRA/SIPC broker-dealer.

Product overview

Edwards Financial Services is a strategic financial services firm offering a comprehensive suite of advisory services through its core product lines: Investment Services (including bonds, common stock, IRAs, and variable annuities), Retirement Planning Services (401k, 403b, 457 plans, estate planning, and money management), Insurance Services (life, disability, long-term care, and health insurance), Financial Planning, College Planning, and Accounting & Tax Services. The firm positions itself as an independent advisory practice that works with multiple top insurance and financial service corporations to provide objective advice and recommendations. The company also offers 401(k) & IRA rollover services with access to multiple planning platforms. The overall offering is a unified financial advisory service rather than a platform-plus-modules architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Services Investment advisory and management services providing clients with investment solutions including bonds, common stock, treasury securities, government securities, variable annuities, and debit card access, tailored to each client's individual needs.
• Individual Retirement Accounts (IRAs) Tax-advantaged retirement savings accounts offered to clients, including Roth IRA, Traditional IRA, Educational IRA, SEP IRA, and Simple IRA options, used for retirement planning.
• Retirement Planning Services Comprehensive retirement planning including 401(k), 403(b), and 457 plan management, tax planning, estate planning, money management, profit sharing plans, and money purchasing plans.
• Insurance Services Insurance planning and risk management services including life insurance, disability income insurance, long-term care insurance, individual health insurance, and group health insurance.
• College Planning Strategic education savings and planning services designed to help families prepare for rising education costs through customized planning approaches.
• Accounting & Tax Services Tax preparation and accounting support services to help clients manage their tax affairs and simplify the tax filing process.
• 401(k) & IRA Rollovers Management of company retirement programs and rollover services, with access to multiple 401(k) planning platforms offering reduced costs and a wider array of investment options.
• Financial Planning Long-term financial planning process designed to help clients achieve their financial goals and dreams while managing financial barriers that arise at every stage of life through a multi-stage customized plan.

Quantifiable outcome

• The firm has been recognized as Florida's financial advisory firm of 2012 and 2013 by Acquisition International Magazine
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Calton & Associates, Inc.coreChannel Partner/ Reseller/ DistributorSecurities offered through Calton & Associates, Inc., a FINRA and SIPC member broker-dealer. This partnership allows Edwards Financial Services to offer securities products while maintaining its registered investment advisor status.
• Multiple Financial CustodianscoreTechnology or IntegrationThe firm integrates with multiple custodian platforms including Ameritrade, Charles Schwab, Lincoln Financial, DST Vision, Columbus Life, American Funds/Capital Group, John Hancock, Jackson, Ohio National, Allianz, Oppenheimer, and Prudential for client account access and management.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Facet Wealth: Digital-first RIA offering flat-fee comprehensive financial planning to HNW individuals. Competes for the same target client (mass-affluent and emerging HNW) with a more scalable, technology-led model than Edwards' traditional practice.

Direct peers

• Edelman Financial Engines: Independent RIA offering comprehensive wealth management, retirement planning, and insurance solutions to individuals and families — a closely comparable service mix to Edwards Financial Services, though operating at significantly larger scale.
• Carson Group: Wealth management firm supporting independent financial advisors with coaching, technology, and back-office infrastructure. Highly comparable in its emphasis on independent, advisor-led comprehensive planning, and a likely acquirer or partner for a firm like Edwards.
• Mariner Wealth Advisors: Independent, fee-based RIA delivering comprehensive financial planning, investment management, tax, and estate services to individuals and families. Closely aligned with Edwards' holistic, multi-service wealth advisory model.

Broad incumbents

• Ameriprise Financial: Diversified financial services company with a large franchise of independent financial advisors providing investment, retirement, and insurance solutions — directly competing for the same individual investor and small business owner segments.
• Commonwealth Financial Network: Independent broker-dealer and RIA supporting thousands of independent financial advisors with practice management, technology, and product access — directly comparable to the back-end infrastructure that supports Edwards' hybrid advisory/brokerage model.
• Edward Jones: Large national advisor network providing investment advisory, retirement, and insurance services to individual investors — competes with Edwards for the same individual investor segment across many of the same states.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of RIAs and financial advisors. Directly comparable to Edwards' hybrid advisory model and a natural consolidator/platform partner for sub-scale practices.
• Fisher Investments: Large independent RIA managing discretionary portfolios primarily for high-net-worth individuals. Comparable in independent RIA positioning and fee-based investment advisory focus, though much larger and more institutionally structured.
• Raymond James: Diversified financial services firm with a large independent advisor and RIA channel. Competes with Edwards for HNW individual clients and provides comparable integrated wealth and retirement offerings through its advisor network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

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 Edwards Financial Services