What Midlands Financial does

Midlands Financial is an independent, privately held financial advisory firm headquartered at 1128 Lincoln Mall, Suite 200, in Lincoln, Nebraska. Founded in 1969, the firm operates with a staff of 11-50 and delivers financial planning and advisory services primarily through two licensed financial representatives, LeaAnn Moore and Damien Martinez. Its core offerings span retirement planning, insurance planning (auto, home, life, health, disability, umbrella), employer-sponsored 401(k), 403(b), and 457 retirement plan advisory, personalized financial consulting, and business insurance for small business owners. The firm serves individuals and small business owners across multiple U.S. states, with explicit persona targeting of Pre-Retirees, Small Business Owners, Working Professionals, Families, and Young Professionals.

The firm's revenue model combines fee-based financial advisory and commission-based insurance and securities distribution. Securities and investment advisory services are delivered through Principal Securities, Inc., which acts as the registered broker-dealer and provides regulatory oversight and product access. Insurance products (life insurance including variable life, annuities including variable annuities, and business insurance) are issued through Principal National Life Insurance Company and Principal Life Insurance Company. Pricing is quote-based with no publicly disclosed fee schedules, and a free initial consultation is offered. Customer acquisition is content-led via the midfin.com website, which features a Resource Center with articles, videos, calculators, tax resources, a glossary, and a newsletter, with appointments requested through an online contact form and converted into in-person or phone consultations.

The technology stack is described as a standard financial advisory services platform with a web-based client portal, calculators, and educational resources, delivered via the FMG Suite website template commonly used by independent advisors. No proprietary technology, mobile applications, APIs, integrations, patents, or AI/ML capabilities were disclosed. The firm's competitive positioning rests on a three-step Setup, Strategize, Execute engagement model emphasizing long-term client relationships, risk tolerance evaluation, and ongoing portfolio monitoring rather than differentiated technology or scale advantages.

Name

Midlands Financial

Legal name

Midlands Financial

Website

https://midfin.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Midlands Financial is an independent financial advisory firm in Lincoln, Nebraska offering retirement planning, insurance, investment advisory, 401(k)/403(b)/457 plans, and business insurance services to individuals, families, and small business owners across multiple U.S. states through Principal Securities-licensed representatives.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), All Other Financial Investment Activities (52399)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Coaching & Budgeting Advisory (FSAEAAAH)

Keywords

• Financial advisory services
• Retirement planning
• Insurance planning
• Investment advisory
• Business insurance

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Fee-based or commission-based financial planning and advisory services delivered through licensed representatives. Services include retirement planning, investment management, insurance planning, and business insurance.
2. Insurance Products: Insurance products including life insurance, annuities, and business insurance issued through Principal National Life Insurance Company and Principal Life Insurance Company. Representatives are licensed in multiple states to offer these products.
3. Securities and Investment Advisory: Securities and investment advisory services offered through Principal Securities, Inc. Representatives are registered to offer securities and investment advisory services in multiple states.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Midlands Financial is an independent financial advisory firm that delivers retirement planning, insurance planning, employer-sponsored retirement plan advisory (401(k)/403(b)/457), business insurance, and personalized financial consulting services. Services are provided through licensed financial representatives who follow a three-step Setup, Strategize, Execute process and operate under a Principal Securities, Inc. affiliation for securities and investment advisory offerings.

Product overview

Midlands Financial offers a unified financial advisory service with core planning products and supplementary educational tools. The core offerings include Retirement Planning, Insurance Planning, 401(k)/403(b)/457 Retirement Plans, Financial Consulting Services, and Business Insurance. These are complemented by client-facing tools including Calculators for financial projections, Tax Resources with IRS forms and rate tables, a Glossary of financial terms, and an Educational Articles and Videos library covering investment, insurance, money, lifestyle, retirement, tax, and estate topics.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement Planning Comprehensive retirement planning services to help individual clients achieve financial security and determine optimal retirement timing, including retirement readiness assessment, Social Security optimization, income planning, and legacy planning.
• Insurance Planning Insurance planning services covering auto, home, life, health, disability, and umbrella coverage to protect individuals and families against financial risks, delivered through licensed representatives.
• 401(k), 403(b), 457 Retirement Plans Employer-sponsored retirement plan advisory services for businesses and individuals, including contribution strategies and plan optimization for 401(k), 403(b), and 457 plan types.
• Financial Consulting Services Personalized financial consulting covering investment strategy, risk assessment, and long-term financial goal mapping for individual clients and families.
• Business Insurance Insurance solutions for small business owners including liability, property, and specialized business coverage needs.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Ameriprise Financial: National diversified financial services company with a large captive advisor channel offering retirement planning, investment advisory, and insurance — overlapping product portfolio and client segments (pre-retirees, small business owners) with Midlands Financial.
• LPL Financial: Largest independent broker-dealer in the US, supporting independent advisors offering securities, insurance, and advisory services — directly comparable in offering model and SMB/individual client focus.
• Edward Jones: One of the largest US retail financial advisory firms with a branch-based, consultative model serving individual investors and small business owners — comparable to Midlands in target client (pre-retirees, families) and advisor-led delivery, but vastly larger footprint.
• Northwestern Mutual: Major US life insurance and financial services firm with a captive advisor network focused on comprehensive planning — directly comparable to Midlands in combining life insurance/annuities with investment advisory for individuals and business owners.
• Robert W. Baird & Co. Regional broker-dealer and wealth manager serving individuals, families, and business owners with holistic financial planning — comparable target client, product breadth, and consultative engagement style.
• Cetera Financial Group: Independent advisor support platform providing broker-dealer and RIA services to thousands of advisors delivering retirement planning, insurance, and investment advisory to individuals — highly comparable platform model to Midlands' Principal Securities affiliation.
• Raymond James Financial Services: Large broker-dealer and wealth management firm supporting thousands of independent financial advisors offering retirement, investment, and insurance planning — comparable hybrid independent/captive model and SMB client focus.

Emerging players

• Cambridge Investment Research: Independent broker-dealer supporting financial advisors serving individual investors with retirement, insurance, and investment planning — comparable hybrid independent model and client-base focus.
• Mariner Wealth Advisors: Fast-growing independent RIA providing comprehensive financial planning to high-net-worth individuals and business owners — comparable offering breadth and consultant-led delivery, but at a much larger scale than Midlands.

Others

• Principal Securities, Inc. The broker-dealer and registered investment adviser through which Midlands Financial's representatives transact securities and advisory business — included as the platform partner rather than a competitor, since Midlands operates under its regulatory umbrella and product shelf.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/midlandsfin

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 Midlands Financial