United Wealth Advisors Group

What United Wealth Advisors Group does

United Wealth Advisors Group (UWAG), founded in 2013 and domiciled in Maryland as a privately held LLC, operates as a collaborative network of independent financial advisory firms rather than a vertically integrated wealth manager. The company serves individuals, families, and small business owners through seven affiliated firms and 75+ full-time financial professionals distributed across more than 20 offices in at least ten U.S. states, including Louisiana, Maryland, New York, Tennessee, Texas, Colorado, California, Kansas, Missouri, and South Carolina. Core service offerings fall into two layers: (1) advisor-facing services including systems and operational process consulting, technology infrastructure and cybersecurity support, and family-focused succession planning; and (2) client-facing wealth management, retirement planning, estate planning, investment advisory, and insurance solutions delivered through affiliated advisors. The network has no proprietary technology platform; its digital footprint is limited to a content/resource center (articles, calculators, videos, tax tools) and Microsoft Teams for internal collaboration.

UWAG generates revenue through a combination of subscription/recurring advisory fees from financial planning engagements and licensing/royalties derived from securities and investment advisory services offered via affiliated registered representatives of Ameritas Investment Company (AIC, FINRA/SIPC) and Ameritas Advisory Services (AAS). Pricing is not publicly disclosed; each affiliated advisor sets its own fee structure. Distribution runs through the affiliate firm network as a channel/reseller model, with direct advisory engagement at the affiliate level targeting individuals and small businesses. The go-to-market blends a channel-partner motion (recruiting independent advisory firms into the UWAG family) with enterprise-level succession planning and operational consulting for member firms. Recent strategic activity includes the April 2026 acquisition of Carillon Group (bringing the network to seven firms) and the August 2024 hiring of Steve Valerius as President, both signaling continued measured geographic and operational expansion under a privately funded, founder-influenced ownership structure with no disclosed institutional investors.

Name

United Wealth Advisors Group

Legal name

United Wealth Advisors Group, LLC

Website

https://uwagllc.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

United Wealth Advisors Group is a privately held network of seven independent financial advisory firms with 75+ professionals across 20+ U.S. offices, providing wealth management, retirement, estate, and insurance planning to individuals, families, and small businesses through an affiliate partnership model anchored to Ameritas.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

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

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

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

akta.pro secondary industries

Family Wealth & Multi-Generational Planning RIAs (HNW/UHNW-lite) (FSAAACAH), Financial Planning–Led RIAs (FSAAACAB), Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

Keywords

• Wealth management services
• Financial advisory network
• Retirement planning services
• Estate planning services
• Advisory firm succession

Headquarters

HQ city

Okatie

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Revenue generated through comprehensive financial planning, wealth management, estate planning, retirement planning, and insurance services offered to individual clients through affiliated advisor firms.
2. Securities and Investment Products: Products and services offered through affiliated registered representatives of Ameritas Investment Company, LLC (AIC), Member FINRA/SIPC, and Ameritas Advisory Services (AAS) for securities and investment advisory services.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

United Wealth Advisors Group operates as a network of independent financial advisory firms that delivers wealth management, retirement planning, estate planning, and insurance services to individuals, families, and small business owners. The organization also supports affiliated advisory firms with process and systems consulting, technology infrastructure, and family-focused succession planning services.

Product overview

United Wealth Advisors Group (UWAG) operates as a network of independent financial advisory firms offering comprehensive wealth management, insurance, and financial planning services. The core offering consists of three primary service areas: Systems & Operational Process Consulting, Infrastructure Support & Guidance, and Succession Planning Services. These are delivered through affiliated offices across multiple states, supported by a resource center containing educational content including articles, videos, calculators, tax tools, and a financial glossary. The network's approach emphasizes collaboration among member firms while maintaining their individual identities.

Differentiator

Problem solved

Functional benefit

Products and services

• Process and Systems Consulting Services

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

16 partnerships are on record, tiered core, major and minor.

• Wealth Solutions, LLCcoreStrategic or Co-development PartnerFounding affiliate firm of UWAG, led by Keith M. Gillies, CFP, CLU, ChFC. Located in LaPlace, LA, providing comprehensive financial and estate planning services. One of the founding firms that established UWAG over a decade ago.
• United Professional Advisors, LLCcoreStrategic or Co-development PartnerFounding affiliate firm led by Kim Allen, LUTCF. Located in Watertown, NY, specializing in business and estate planning with over 38 years of industry experience.
• Wealth Advisors Group, LLCcoreStrategic or Co-development PartnerFounding affiliate firm led by Mark A. Cecil, CFP. Located at the UWAG headquarters in Rockville, MD. Specializes in comprehensive financial planning, retirement, estate planning, wealth management, and advanced insurance applications.
• UCL Financial Group, LLCmajorStrategic or Co-development PartnerAffiliate firm located in Memphis, TN. Home to Rebecca Schulter who received the NAIFA 2021 Advisor Today Four Under 40 Award. A 100-year-old firm that has been modernized under current leadership.
• Acacia Financial GroupmajorStrategic or Co-development PartnerAffiliate firm located in Metairie, LA. Part of the UWAG network expanding the firm's geographic reach in Louisiana.
• Kilgore Cihon Advisors Group, LLCmajorStrategic or Co-development PartnerAffiliate firm located in Denver, CO. Led by Randy Kilgore, a NAIFA National past president. Brings Mountain West region coverage to the network.
• The AFP Group, LLCminorStrategic or Co-development PartnerInsurance-only affiliate firm located in Houston, TX. Specializes in insurance products and services.
• Tax Favored BenefitsminorStrategic or Co-development PartnerAffiliate firm located in Overland Park, KS. Specializes in tax-advantaged financial planning strategies.
• Sage FinancialminorStrategic or Co-development PartnerAffiliate firm with offices in New York and South Carolina, expanding the network's East Coast presence.
• Trosclair Wealth ManagementminorStrategic or Co-development PartnerAffiliate firm located in Prairieville, LA, serving clients in the Louisiana region.
• Carillon GroupmajorStrategic or Co-development PartnerAffiliate firm based out of St. Louis, Missouri. Multi-generational firm since 1933, led by Tom Gilliam, Jr. since 1999. Joined UWAG in April 2026. Helps individuals, families, and businesses meet financial goals with wealth management strategies across multiple states.
• Davidson Insurance & FinancialminorStrategic or Co-development PartnerAffiliate firm located in Thousand Oaks, CA, expanding the network's West Coast presence.
• Executive Financial GroupminorStrategic or Co-development PartnerAffiliate firm located in Shreveport, LA, serving clients in the Louisiana region.
• Lifetime PlanningminorStrategic or Co-development PartnerInsurance-focused affiliate firm located in Fairpoint, NY.
• Ameritas Investment Company, LLC (AIC)coreChannel Partner/ Reseller/ DistributorSecurities and investment products offered through Ameritas Investment Company, LLC, Member FINRA/SIPC. UWAG advisors serve as registered representatives providing securities products to clients.
• Ameritas Advisory Services (AAS)coreChannel Partner/ Reseller/ DistributorInvestment advisory services offered through Ameritas Advisory Services. UWAG advisors serve as investment advisor representatives providing advisory services to clients.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kestra Financial: Independent wealth management platform backed by Kestra Holdings, supporting affiliated financial advisors and firms with shared services, succession planning, and equity partnership opportunities. Closely comparable affiliate/rollup model.
• Cetera Financial Group: Independent advisor network and wealth management platform serving thousands of financial professionals through affiliated firms. Most directly comparable to UWAG in terms of multi-firm structure, BD/IA infrastructure, and succession-oriented advisor recruitment.
• CreativeOne: Independent marketing and back-office organization supporting affiliated financial professionals with shared services, practice resources, and succession support. Most directly comparable smaller-scale network model with similar multi-affiliate GTM.
• Cambridge Investment Research: Independent broker-dealer and RIA platform supporting affiliated advisors who retain their brand and practice independence. Comparable GTM motion to UWAG, with shared back-office, technology, and succession support for independent firms.
• Commonwealth Financial Network: Privately held independent broker-dealer and RIA network supporting independent financial advisors. Directly comparable in private, advisor-centric ownership model and focus on practice management resources for affiliated firms.
• Wealth Enhancement Group: Independent wealth management firm that has scaled through an active rollup strategy acquiring independent advisor practices. Comparable M&A-driven growth and focus on advisor succession as a core recruiting lever.

Broad incumbents

• LPL Financial: Largest independent broker-dealer in the US, supporting a much larger network of independent financial advisors and RIAs. Comparable in serving independent advisors via shared infrastructure, but at substantially greater scale and public-company status.
• Osaic (formerly Advisor Group): Large independent wealth management platform operating multiple BD/RIA subsidiaries (Royal Alliance, SagePoint, FSC Securities, etc.). Comparable multi-affiliate model but with significantly more enterprise scale and recent private-equity ownership.
• Focus Financial Partners: Public (now private) partnership model acquiring equity stakes in independent wealth management firms. Operates a much larger and more institutionalized version of UWAG's rollup concept, providing a benchmark for how the model could scale.

Emerging players

• Sanctuary Wealth: Independent wealth management platform partnering with high-performing advisor teams and firms. Comparable in offering succession, technology, and operational support to affiliated firms, but at an earlier stage of network build-out.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/united-wealth-advisors-group-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries16 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 United Wealth Advisors Group