Diversified Asset Planners

What Diversified Asset Planners does

Diversified Asset Planners, Inc. (DAP) is a privately-held, founder-owned financial planning and wealth management firm founded on June 10, 1987 in State College, Pennsylvania. The firm delivers a five-module service platform spanning Financial Planning, Retirement Planning, Investment Planning, Asset Management, and Estate Planning, executed through a structured four-stage process (introductory meeting, exploration and preliminary planning, detailed planning, and ongoing advice). Client relationships are managed through two physical offices in State College and Lock Haven, PA, with registered representatives licensed to serve clients across roughly 19–26 states.

DAP's go-to-market is sales-led and referral-driven, supplemented by a top-of-funnel content presence (blog and 30+ financial calculators). The firm manages in excess of $1 billion in client assets and operates with 10 financial planners and 7 administrative assistants. Service delivery is conducted through registered representatives of J.W. Cole Financial, Inc. (FINRA/SIPC broker-dealer) and investment advisor representatives of J.W. Cole Advisors, Inc. (registered investment adviser), with DAP operating as an independent, unaffiliated entity relative to those partners.

The firm's customer base is horizontally segmented across Individuals (peak earners building savings), Families (parents funding education and long-term goals), Retirees (transitioning from accumulation to distribution), and a secondary Business Owners segment. Pricing is fee-based or commission-based on securities and insurance products, with no publicly disclosed pricing schedule. Revenue figures are not publicly disclosed; based on $1B+ AUM and the JWC/JWCA delivery structure, firm-level revenue is estimated in the $5M–$10M range. Ownership remains with the founding partners and current partners including President Theodore Oyler (since 2023), Vice President Taylor Leitzell, and founding partner Nicholas Accordino, with no institutional or private-equity sponsorship.

Name

Diversified Asset Planners

Legal name

Diversified Asset Planners, INC.

Website

https://diversifiedassetplanners.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Diversified Asset Planners is a privately-held financial planning and wealth management firm founded in 1987 in State College, PA, serving individuals, families, retirees, and business owners across approximately 19–26 U.S. states through financial, retirement, investment, asset management, and estate planning services, managing over $1 billion in client assets.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Portfolio Construction & Asset Allocation Advisory (FSAEAAAC), Estate & Legacy Planning Advisory (FSAEAAAG), Investor Education, Research & Portfolio Analytics Services (Retail) (FSAAAAAO)

Keywords

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

Headquarters

HQ city

State College

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Financial Advisory and Planning Services: Fee-based or commission-based financial advisory services including financial planning, retirement planning, investment planning, asset management, and estate planning. Services are provided through registered representatives with J.W. Cole Financial, Inc. and investment advisor representatives with J.W. Cole Advisors, Inc.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels4 records

Core offering

Diversified Asset Planners is a privately-held financial advisory firm offering personalized comprehensive wealth planning services. The firm delivers five integrated service modules—Financial Planning, Retirement Planning, Investment Planning, Asset Management, and Estate Planning—through one-on-one advisory engagements supported by 10 financial planners and 7 administrative assistants, managing over $1 billion in client assets primarily across Central Pennsylvania and the Eastern United States. Securities are offered through J.W. Cole Financial, Inc. and advisory services through J.W. Cole Advisors, Inc.

Product overview

Diversified Asset Planners offers a comprehensive wealth management platform consisting of five integrated service modules. The core offering includes Financial Planning (using a consultative discovery approach), Retirement Planning (long-term post-work security), Investment Planning (personalized portfolio strategies), Asset Management (ongoing portfolio monitoring and risk management), and Estate Planning (legacy preservation). These five services work together as a unified wealth management solution where Financial Planning establishes the foundation, Retirement Planning extends into long-term goals, Investment Planning develops personalized strategies, Asset Management provides ongoing oversight, and Estate Planning addresses legacy distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Comprehensive financial planning service using a consultative discovery approach to create personalized short, intermediate, and long-term financial plans covering savings, budgeting, investing, insurance planning, tax planning, retirement planning, and estate planning for individuals and families.
• Retirement Planning Long-term retirement planning service that helps clients understand retirement goals, analyze their current financial position, develop and implement retirement plans, navigate pension and benefit decisions, and provide ongoing reviews for a seamless transition to retirement.
• Investment Planning Investment planning service that analyzes current portfolios, develops personalized investment strategies, implements tax-efficient investment plans, and provides ongoing consultation and counseling as clients' circumstances evolve.
• Asset Management Asset management service that helps clients determine financial objectives, choose optimal asset mixes, create strategic and tactical asset allocation plans, build portfolios of stocks, bonds, mutual funds, ETFs and alternative investments, and provides ongoing monitoring, performance measurement, and risk management.
• Estate Planning Estate planning service that assists clients with will education, creating powers of attorney, choosing executors, designating beneficiaries, minimizing estate taxes and probate fees, protecting assets, and distributing legacy according to client wishes.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• J.W. Cole Financial, Inc. (JWC)coreChannel Partner/ Reseller/ DistributorSecurities offered through J.W. Cole Financial, Inc., a registered broker-dealer and member of FINRA and SIPC. Diversified Asset Planners, Inc. is unaffiliated with JWC/JWCA.
• J.W. Cole Advisors, Inc. (JWCA)coreChannel Partner/ Reseller/ DistributorAdvisory services offered through J.W. Cole Advisors, Inc. (JWCA). Diversified Asset Planners, Inc. is unaffiliated with JWC/JWCA. Registered Representatives of J.W. Cole Financial whose identities are disclosed on the site may only conduct business with residents of states where properly registered.
• Clinton County United WayminorOthersCommunity organization that Diversified Asset Planners contributes time, effort, and donations to.
• Blanchard Little LeagueminorOthersLocal youth sports organization that Diversified Asset Planners supports through donations and community involvement.
• Bellefonte Baseball BoosterminorOthersCommunity organization supporting Bellefonte baseball that Diversified Asset Planners contributes to.
• American Cancer SocietyminorOthersNational cancer organization supported through various DAP team member volunteer activities including Coaches Vs. Cancer.
• Mount Nittany HealthminorOthersLocal healthcare system in Central Pennsylvania supported through golf classic committee and foundation board involvement.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Edelman Financial Engines: Large RIA providing financial planning, investment management, and retirement services, including workplace advisory programs. Overlaps with DAP's individual/family planning focus but operates at national scale with hybrid digital delivery.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of affiliated advisors with securities, advisory, and planning infrastructure. Comparable to DAP's model of operating through an IBD partner, but at massive scale.
• Mariner Wealth Advisors: National RIA offering financial planning, investment advisory, retirement, and estate services to individuals and institutions. Comparable comprehensive offering to DAP, but at significantly larger scale and broader geographic footprint.
• Creative Planning: Large multi-family office and RIA providing comprehensive wealth management, tax, estate, and investment services. Overlaps with DAP across the full planning suite but at significantly greater scale and broader geographic reach.

Direct peers

• Carson Wealth: National wealth management firm offering comprehensive financial planning, investment management, and estate services to individuals and families. Directly comparable service offering to DAP across the five-pillar wealth planning suite.
• Commonwealth Financial Network: Independent broker-dealer/RIA serving affiliated financial advisors with comprehensive wealth management services. Closely comparable to DAP's structure of operating through an IBD partner (J.W. Cole) to deliver securities and advisory solutions to individual clients.
• Cetera Financial Group: Multi-channel IBD supporting independent financial advisors and institutions with retirement, investment, and planning services. Comparable to DAP in advisor-affiliation model, comprehensive service suite, and reliance on IBD infrastructure for securities execution.
• Cambridge Investment Research: Large IBD/RIA platform supporting independent financial advisors with planning, investment, and retirement services. Directly comparable business model to DAP — independent advisors delivering comprehensive wealth planning through a broker-dealer partner relationship.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

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 Diversified Asset Planners