IntentGen Financial Partners
IntentGen Financial Partners is a Naperville-based fiduciary RIA serving 1,600+ individual clients across all 50 states with $800M+ in AUM, offering tiered financial planning partnerships (Be Intentional, Be Innovative, Be Visionary) backed by Purshe, Kaplan, Sterling Investments.
- Company typePrivate
- Founded-
- HeadquartersNaperville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What IntentGen Financial Partners does
IntentGen Financial Partners (legal entity LNS Operations, LLC) is a fiduciary registered investment adviser headquartered in Naperville, Illinois, serving approximately 1,600 individual clients across all 50 U.S. states with $800M+ in assets under management. The firm operates on a tiered subscription service model with three partnership levels — Be Intentional (basic reviews, 1-2 annual meetings), Be Innovative (retirement projections, tax and charitable strategies, 2-3 annual meetings), and Be Visionary (estate coordination, business/personal finance, accountant/attorney coordination) — each client receiving a dedicated Financial Advisor, Planning Coordinator, and Service Coordinator.
The technology stack is built on third-party integrations rather than proprietary platforms: Fidelity for custody, MoneyGuidePro for financial planning, AdvicePay for fee billing, Black Diamond for performance reporting, and PKS Wealthscape for account access. The firm's primary proprietary content asset is the "Retire Intentionally" book by founder Zac Larson, accompanied by chapter resources and worksheets. The firm is a subsidiary of Purshe, Kaplan, Sterling Investments (PKS), which provides compliance infrastructure, custodial relationships, and back-office support.
Revenue is generated through recurring advisory fees on managed assets plus tiered annual planning partnership fees, supplemented by professional service fees for insurance planning. Go-to-market is a hybrid of sales-led direct advisory, community-driven referral development (20+ non-profit partnerships, annual Solstice Century Ride, Casino for a Cause events), and content marketing (blog, podcasts, video library, Retire Intentionally book). The firm has earned four consecutive Inc. Best Workplaces designations (2023-2026) and a 2023 Invest in Others Charitable Champions recognition.
IntentGen Financial Partners firmographics
Firmographics- Name
- IntentGen Financial Partners
- Legal name
- LNS Operations, LLC
- Website
- https://intentgen.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- IntentGen Financial Partners is a Naperville-based fiduciary RIA serving 1,600+ individual clients across all 50 states with $800M+ in AUM, offering tiered financial planning partnerships (Be Intentional, Be Innovative, Be Visionary) backed by Purshe, Kaplan, Sterling Investments.
- Ownership category
- akta.pro rank
IntentGen Financial Partners industry classification
Industry- Product category
- Financial Advisory and Planning Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Comprehensive Financial Planning (FSAEAAAA)
- akta.pro secondary industries
- Financial Planning–Led RIAs (FSAAACAB), Retirement Plan Participant Advice & Managed Accounts (FSAEABAF)
Keywords
Where IntentGen Financial Partners is headquartered
LocationHeadquarters
- HQ city
- Naperville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
IntentGen Financial Partners business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Financial Planning Partnership Fees: Recurring fees from tiered financial planning partnerships (Be Intentional, Be Innovative, Be Visionary) that include ongoing advisory services, annual meetings, and comprehensive financial planning deliverables.
- Investment Advisory Asset Management: Fees for investment management and asset allocation services for client portfolios.
- Insurance Planning Services: Advisory services for insurance products including life, disability, long-term care, and company benefits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Be Intentional - Basic planning partnership with annual reviews |
| Subscription | Annual | Be Innovative - Enhanced planning with retirement projections and tax strategies |
| Subscription | Annual | Be Visionary - Comprehensive planning with estate coordination and business finances |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
IntentGen Financial Partners product offering
Product offeringCore offering
IntentGen Financial Partners is a registered investment adviser that delivers tiered financial planning partnerships (Be Intentional, Be Innovative, Be Visionary) covering investment advisory asset management, retirement planning, charitable giving strategies, and succession planning. The firm assigns each client a dedicated Financial Advisor, Planning Coordinator, and Service Coordinator and operates on a fiduciary basis for individuals and families across all 50 U.S. states from its Naperville, Illinois office.
Product overview
IntentGen Financial Partners operates as a financial planning and investment advisory firm offering a tiered service model with three partnership levels (Be Intentional, Be Innovative, Be Visionary) designed for clients seeking different depths of financial planning. The firm is backed by Purshe, Kaplan, Sterling Investments and provides comprehensive services including financial planning, investment management, charitable giving strategies, and succession planning. All clients receive access to a dedicated Financial Advisor, Planning Coordinator, and Service Coordinator, with service tiers differentiated by meeting frequency and scope of planning complexity.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Planning Partnership
Quantifiable outcome
- $800M+ assets under management
- +3 more outcomes
Companies that use IntentGen Financial Partners
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
IntentGen Financial Partners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature2 records
IntentGen Financial Partners partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
IntentGen Financial Partners competitors and assessment
Company assessmentEmerging players
- Wealthfront: Digital-first RIA offering automated portfolio management and limited financial planning. Competes on price point for the same demographic of next-generation mass-affluent and pre-retiree clients.
Broad incumbents
- Fisher Investments: Large incumbent RIA primarily focused on portfolio management for high-net-worth individuals. Overlaps with IntentGen on investment advisory, but does not emphasize planning-led subscription tiers.
- Northwestern Mutual: Broad financial services incumbent combining insurance, investment, and planning under one roof. Comparable integrated planning proposition with a much larger footprint and product breadth.
- Charles Schwab Wealth Advisory: Incumbent wealth advisory offering from Schwab combining planning, investments, and banking at scale. Competes for the same mid-market and HNW households IntentGen serves.
Direct peers
- Facet Wealth: Flat-fee, CFP-led financial planning firm delivering comprehensive advice to individuals nationwide via a remote-first model. Comparable tiered subscription structure and digitally enabled planning workflow.
- Mariner Wealth Advisors: National RIA offering comprehensive financial planning, investment management, tax, and estate services to high-net-worth individuals and families. Comparable full-service planning-led RIA model with national footprint.
- Captrust: Large national RIA providing investment advisory and financial planning across personal wealth and institutional clients. Comparable breadth of planning services and tiered engagement model.
- Edelman Financial Engines: Large national RIA combining technology-driven investment management with comprehensive financial planning for individual households. Highly comparable to IntentGen's planning-led subscription model at significantly greater scale.
- Barnum Financial Group: Hybrid RIA providing comprehensive financial planning, retirement, and investment advisory services to individuals and businesses. Comparable planning-led subscription model and advisor-supported delivery.
- Purshe, Kaplan, Sterling Investments: Parent RIA network of IntentGen, operating a hybrid model supporting independent purpose-driven advisors. Direct peer given shared infrastructure, compliance backbone, and Wealthscape platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
IntentGen Financial Partners social profiles
Digital presenceIntentGen Financial Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
IntentGen Financial Partners leadership team
Management profileNumber of profiles
Profiles4 records
IntentGen Financial Partners funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IntentGen Financial Partners M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IntentGen Financial Partners
What does IntentGen Financial Partners do?
IntentGen Financial Partners is a registered investment adviser that delivers tiered financial planning partnerships (Be Intentional, Be Innovative, Be Visionary) covering investment advisory asset management, retirement planning, charitable giving strategies, and succession planning. The firm assigns each client a dedicated Financial Advisor, Planning Coordinator, and Service Coordinator and operates on a fiduciary basis for individuals and families across all 50 U.S. states from its Naperville, Illinois office.
Is IntentGen Financial Partners a public or private company?
IntentGen Financial Partners is a private company. It is classified as corporate owned and is currently operating.
When was IntentGen Financial Partners founded?
IntentGen Financial Partners was founded in -1. It employs 11 to 50 people.
Where is IntentGen Financial Partners based?
IntentGen Financial Partners is headquartered in Naperville, United States, in the North America region.
How does IntentGen Financial Partners make money?
Three revenue lines are on record. Financial Planning Partnership Fees are the primary driver. The others are investment Advisory Asset Management and insurance Planning Services.
Who are IntentGen Financial Partners's main competitors?
Wealthfront is listed as an emerging player. Broad incumbents are Fisher Investments, Northwestern Mutual and Charles Schwab Wealth Advisory. Direct peers are Facet Wealth, Mariner Wealth Advisors, Captrust, Edelman Financial Engines, Barnum Financial Group and Purshe, Kaplan, Sterling Investments.
Does IntentGen Financial Partners have an API?
No public API is recorded for IntentGen Financial Partners.
What industry is IntentGen Financial Partners in?
IntentGen Financial Partners's product category is Financial Advisory and Planning Services. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning, with a secondary code of FSAAACAB, Financial Planning–Led RIAs. Its NAICS code is 523940 and its SIC code is 6282.