Generation Wealth

What Generation Wealth does

Generation Wealth is a family-owned wealth management firm founded in 2017 and headquartered in Lake Charles, Louisiana, with a secondary supervised office in New Orleans. The firm operates as a dba under NewEdge Advisors, LLC, a registered investment adviser, and routes securities transactions through LPL Financial (member FINRA/SIPC). Its core offering is comprehensive financial planning — covering investment management, retirement planning, estate planning, tax planning, debt management, and college planning — delivered by two CERTIFIED FINANCIAL PLANNER™ professionals, Dustin R. Granger (CEO, Wealth Advisor) and Danielle Granger Nava (VP, Wealth Advisor), who co-own the practice.

The firm differentiates through proprietary branded methodologies rather than underlying technology: the Bucket Strategy (a savings-allocation framework), the Three G's Debt Repayment Method (Gather / Goals / Growth), and the BULB (Backup Life Bank) Formula. Client engagement combines high-touch advisory (Financial + Life Plan meetings in person or online, regular check-up calls) with self-service tools (24/7 online planning software, a Financial Planning Resources Library, a Net Worth Calculator, an Estate Planning Checklist lead magnet, the free Know Your Numbers email challenge, and a separate Wealth by Design DIY program).

Revenue mechanics are fee-based advisory services (subscription/recurring) through NewEdge Advisors plus transaction-based securities commissions through LPL Financial. The go-to-market is sales-led: free introductory consultation calls, content marketing (blog, email, Facebook, LinkedIn), and a client referral program. The firm targets four primary customer segments — women executives, modern entrepreneurs, multi-generational families, and high-net-worth individuals — and is licensed to serve clients in 17 states. No AI/ML capabilities, funding rounds, M&A activity, or material leadership changes beyond the founding team are evidenced.

Name

Generation Wealth

Legal name

NewEdge Advisors, LLC

Website

https://thegenerationwealth.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Generation Wealth is a family-owned wealth management firm co-founded by CFP® professionals Dustin R. Granger and Danielle Granger Nava, offering comprehensive financial planning — investment management, retirement, estate, and tax planning — to high-net-worth individuals, women executives, entrepreneurs, and multi-generational families across 17 U.S. states.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE)

akta.pro secondary industries

Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ), Tax-Aware Retirement & Estate Coordination (FSAEABAJ), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

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

Headquarters

HQ city

Lake Charles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: Fee-based investment advisory services offered through NewEdge Advisors, LLC, a registered investment adviser
2. Securities Trading: Securities offered through LPL Financial, member FINRA/SIPC. The LPL Financial representative may discuss and/or transact securities business with residents of AL, AR, CA, CO, DE, DC, FL, GA, ID, IN, LA, MI, MS, MO, OK, TX, VA

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Generation Wealth delivers comprehensive financial planning and wealth management services to individuals and families, including investment management, retirement planning, estate planning, tax planning, and debt management. Services are delivered through CERTIFIED FINANCIAL PLANNER™ professionals via in-person or online Financial + Life Plan meetings, with 24/7 access to online planning software and ongoing check-up calls, underwritten by NewEdge Advisors, LLC (investment advisory) and LPL Financial (securities).

Product overview

Generation Wealth is a family-owned wealth management firm offering a single integrated financial planning service anchored by a team of CERTIFIED FINANCIAL PLANNER™ professionals (Dustin R. Granger and Danielle Granger Nava). The core offering is comprehensive financial planning supplemented by proprietary methodologies — the Three G's Debt Repayment Method, BULB (Backup Life Bank) Formula, and a Bucket Strategy — delivered through in-person or online Financial + Life Plan meetings, 24/7 online planning software access, and regular check-up calls. The firm also provides a suite of self-service tools including the Know Your Numbers Challenge (free email series), the Wealth by Design DIY program, and a Financial Planning Resources Library (Net Worth Calculator, Handbook, Vision Worksheet), plus a free Estate Planning Checklist. Services span debt management, savings/investing, retirement planning, tax planning, estate planning, and college planning, all underwritten by securities services through LPL Financial and investment advisory through NewEdge Advisors, LLC.

Differentiator

Problem solved

Functional benefit

Products and services

• Comprehensive Financial Planning Full-service wealth management offering delivered in person or online, covering debt management, savings strategy, retirement planning, tax planning, estate planning, and college planning, with ongoing advisor access and 24/7 access to online planning software. Designed for individuals and families seeking integrated wealth management.
• Wealth by Design DIY A DIY financial planning program that helps users organize their money, give it direction, and plan for the future without needing a done-for-you financial plan; targeted at contractors and those with variable income.
• Three G's Debt Repayment Method Proprietary debt repayment approach consisting of Gather (collection phase), Goals (planning phase), and Growth (action phase), focusing on interest rate prioritization rather than traditional debt snowball methods.
• BULB (Backup Life Bank) Formula A proprietary financial metric where the BULB threshold is approximately 25 times the minimum income requirement, representing the savings level needed to achieve a work-optional lifestyle.

Quantifiable outcome

• Emergency fund should be 3-6 months of expenses
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• LPL FinancialcoreChannel Partner/ Reseller/ DistributorSecurities offered through LPL Financial, member FINRA/SIPC. LPL Financial is the clearing firm through which Generation Wealth transacts securities business with clients in approved states.
• NewEdge Advisors, LLCcoreStrategic or Co-development PartnerInvestment advisory services offered through NewEdge Advisors, LLC, a registered investment adviser. NewEdge Advisors, LLC and dba Generation Wealth are separate entities from LPL Financial. NewEdge Advisors is the award recipient for Forbes/Shook rankings.
• NewEdge Capital GroupcoreOthersParent company and award recipient for Barron's and Forbes/Shook Top RIA rankings. Generation Wealth and NewEdge Capital Group, LLC are not affiliated entities.

Scale indicators1 record

Expansion highlights5 records

Broad incumbents

• Carson Group: Large RIA and advisor network supporting independent advisors with planning, investment, and coaching resources. Comparable in serving HNW households via advisor-led planning, with much greater scale and a partnership/channel model.
• Mariner Wealth Advisors: National wealth advisory firm delivering financial planning, investment management, tax, and estate services to HNW clients. Comparable in comprehensive planning scope and HNW focus, with substantially broader geographic and service breadth.
• Edward Jones: National retail wealth management and investment advisory firm serving mass-affluent and emerging-HNW households through a large branch advisor network. Comparable in advisor-led, goals-based planning for everyday affluent Americans, with vastly greater scale and reach.
• Creative Planning: One of the largest independent RIAs in the U.S., offering comprehensive financial planning, investment, tax, and estate services nationwide. Comparable as a full-service wealth management competitor with substantially greater scale and geographic coverage.
• Northwestern Mutual: Large, diversified financial services firm offering investment, retirement, estate, and insurance planning through a national advisor force. Comparable in the full-spectrum financial planning value proposition, though Generation Wealth is independent/fee-based and significantly smaller.

Emerging players

• Wealthsimple: Digital wealth management platform offering automated and advisor-assisted investing plus financial planning. Comparable as a goals-based, planning-inclusive wealth manager, though primarily Canada-focused with a tech-first delivery model.

Direct peers

• Personal Capital (Empower): Hybrid digital wealth management and financial planning platform combining tools with human advisors for HNW investors. Comparable in serving affluent clients with comprehensive planning and investment management, with deeper tech and a much larger balance sheet.
• Zoe Financial: Advisor marketplace and RIA that matches clients with vetted, fee-only financial planners for comprehensive planning. Comparable as a distribution channel and planning provider to HNW and mass-affluent households, with national reach.
• Facet Wealth: Tech-enabled financial planning firm delivering comprehensive CFP-led advice to mass-affluent and HNW clients on a flat-fee model. Comparable in its integrated financial planning delivery and target customer base, with a more nationally scaled digital model.
• Ellevest: Digital wealth management and financial planning platform purpose-built for women investors. Highly comparable to Generation Wealth's women-executive focus and goals-based planning offering, though Ellevest is tech-first whereas Generation Wealth is advisor-led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/generationwealthmgmt
• LinkedInlinkedin.com/company/generationwealthmgmt

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Generation Wealth