True Wealth Advisors Group

What True Wealth Advisors Group does

True Wealth Advisors Group is a privately held, multi-generational family-owned independent financial advisory firm founded in 1990 and headquartered in Owatonna, Minnesota. The firm delivers holistic financial planning services to individuals and families across 27 U.S. states, with a primary focus on retirement planning, investment management, legacy/estate planning, tax minimization, and risk management for individuals approaching or in retirement as well as working professionals and pre-retirees. The firm operates as a fiduciary without proprietary products, eliminating conflicts of interest in investment selection, and is licensed to deliver securities through Cambridge Investment Research, Inc. and advisory services through Cambridge Investment Research Advisors, Inc.

The business is built on a four-person team — two financial advisors (Cindy O'Meara and James Scholljegerdes), one operations and service manager (Brenda Claeys), and one relationship manager (Julia Suarez) — supported by third-party infrastructure rather than proprietary technology. Client-facing planning is delivered through RightCapital and eMoney financial planning portals, account access is provided via CIR-Statements and NetXInvestor, and independent third-party custody is held by Pershing, LLC (a division of Bank of New York Mellon). No proprietary technology, AI capabilities, or in-house software platforms are described.

Revenue is generated primarily through AUM-based advisory fees that scale from 1.23% at the high end down to 0.25% for larger accounts, supplemented by transaction-based commissions on certain investment products and bundled financial planning services offered as part of the advisory relationship. The firm's go-to-market is relationship-driven, relying on trust-based relationships, free initial consultations, community events (e.g., Holiday Open House, State of the Markets presentations), educational content marketing via blog and downloadable guides, and lead generation through James Scholljegerdes' Dave Ramsey SmartVestor Pro designation. Account data is not publicly disclosed, and the firm has no funded R&D, no M&A activity, and no external institutional ownership.

Name

True Wealth Advisors Group

Legal name

True Wealth Advisors Group Inc.

Website

https://truewealthadvisorsgroup.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

True Wealth Advisors Group is a family-owned independent financial advisory firm in Owatonna, Minnesota, founded in 1990. It provides holistic retirement, investment, legacy, and tax planning services to individuals and families across 27 U.S. states on a fiduciary basis.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

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)

Keywords

• Financial planning services
• Wealth management
• Investment advisory
• Retirement planning
• Fiduciary advice

Headquarters

HQ city

Owatonna

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. Asset Management (AUM-based fees): Advisory fees charged as a percentage of assets under management (AUM). Fees scale downward with asset level, ranging from 1.23% of AUM at the high end down to 0.25% for larger accounts. This is the primary revenue driver aligned with client asset growth.
2. Commissions: Transaction-based commissions on investment products and actions taken by clients based on advisor recommendations. The firm notes a level compensation schedule so that decisions are never made based on commission level received.
3. Financial Planning Services: Comprehensive financial planning advice included with advisory services. Initial consultations are free. The firm provides holistic planning covering investments, insurance, legal, and accounting needs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

True Wealth Advisors Group is an independent, family-owned financial advisory firm that delivers holistic financial planning and investment management services to individuals and families. Its core services encompass retirement planning, legacy and estate planning, medium-term investment strategies, risk management (including life and long-term care insurance), tax minimization, and ongoing investment management. Services are delivered on a fiduciary basis through Cambridge Investment Research's broker-dealer and RIA infrastructure, with client assets held by independent third-party custodian Pershing, LLC.

Product overview

True Wealth Advisors Group is a multi-generational family-owned independent financial advisory firm offering a comprehensive, holistic financial planning experience. The core offering consists of Retirement and Financial Planning, Legacy Planning, Medium Term Strategies, Risk Management, Tax Minimization Strategies, and Investment Management services. The firm also offers specialized programs including SmartVestor Pro (Dave Ramsey partnership), educational tools like Steps 2 Wealth and the Goals Calculator, and analytical services such as Probability of Success Analysis. All services are provided on a fiduciary basis through Cambridge Investment Research with independent third-party custodians like Pershing. The firm was founded in 1990 and serves clients across multiple U.S. states.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement and Financial Planning

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Cambridge Investment Research, Inc.coreChannel Partner/ Reseller/ DistributorSecurities are offered through Cambridge Investment Research, Inc., Member FINRA/SIPC. Advisory services through Cambridge Investment Research Advisors, Inc., a Registered Investment Advisor. Cambridge provides the broker-dealer and RIA infrastructure enabling the firm to serve clients across 27 U.S. states. True Wealth Advisors Group and Cambridge are separate entities. Cambridge does not provide tax or legal advice.
• RightCapitalcoreTechnology or IntegrationRightCapital is a financial planning software platform used by the firm for client portfolio management, financial projections, net worth tracking, income and spending analysis, and goal monitoring. The firm recommends clients use RightCapital and can send email invitations to register.
• eMoney (emaplan)coreTechnology or IntegrationeMoney is a financial planning portal used by the firm for comprehensive financial planning. Accessible at wealth.emaplan.com under Cambridge Investment Research's institutional access. Allows clients to view their complete financial picture including investments and financial plans.
• Pershing, LLC (Bank of New York Mellon)coreTechnology or IntegrationPershing, LLC, a division of the Bank of New York Mellon, serves as the independent third-party custodian for client investment accounts. Provides account access through NetXInvestor portal. The independent custodian provides a safety check with third-party auditing of accounts on a regular basis.
• Dave Ramsey SmartVestor ProcoreGTM or Marketing PartnerDave Ramsey's SmartVestor program connects individual investors with vetted investment professionals who align with Ramsey's financial planning philosophy. James Scholljegerdes is designated as a SmartVestor Pro. The program leverages Ramsey's 12+ million weekly listeners and his Financial Peace University ecosystem of 4.5+ million attendees.
• First Trust Portfolios L.P. / First Trust Advisors L.P.minorStrategic or Co-development PartnerFirst Trust provides economic research, market commentary, and thought leadership content that the firm republishes on its blog. The firm hosts First Trust economists for educational events (e.g., Andrew Opdyke's 2021 Annual State of the Markets presentation). First Trust was established in 1991 and provides UITs, ETFs, CEFs, SMAs, and other financial solutions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of independent financial advisors with technology, custody, and compliance infrastructure. Comparable to True Wealth in business model (independent advisor using BD/RIA platform) though at much greater scale.
• Edelman Financial Engines: One of the largest independent RIAs in the U.S. providing fee-only financial planning, investment management, and retirement advice. Comparable business model though vastly larger scale; both firms emphasize holistic planning and fiduciary advice.
• Cetera Financial Group: Independent broker-dealer and RIA platform serving independent financial advisors. Comparable to True Wealth's Cambridge affiliation in that it provides regulatory and back-office infrastructure to independent advisor firms.
• Cambridge Investment Research: True Wealth's broker-dealer and RIA platform partner; Cambridge provides the regulatory and back-office infrastructure that allows True Wealth to serve clients across 27 states. Comparable as a comprehensive independent advisor support platform.
• Mariner Wealth Advisors: Independent, fee-only RIA providing comprehensive financial planning, investment management, and wealth advisory services. Comparable holistic planning approach and fiduciary model, though significantly larger and with institutional capabilities.
• Commonwealth Financial Network: Independent broker-dealer and RIA platform supporting independent financial advisors across the U.S. Highly comparable structure to True Wealth's Cambridge affiliation; both enable small advisory practices to operate with institutional infrastructure.
• Northwestern Mutual: Large financial services firm offering financial planning, investment management, and insurance products through a captive advisor network. Comparable holistic financial planning including retirement, legacy, and risk management, but operates under a captive model rather than True Wealth's independent model.
• Carson Group: Independent wealth management firm providing advisory, technology, and business coaching to independent financial advisors. Comparable holistic advisor support platform and emphasis on fiduciary planning.
• Fisher Investments: Large independent RIA focused on investment management and financial planning for high-net-worth and retail clients. Comparable independent fiduciary model and AUM-based fee structure, though the firm is much larger and nationally branded.

Emerging players

• Facet Wealth: Digital-first RIA offering comprehensive financial planning at a flat fee, targeting mass-affluent clients. Comparable holistic planning offering but differentiated by tech-enabled delivery model that competes with traditional advisors like True Wealth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TrueWealthAdvisors
• LinkedInlinkedin.com/company/true-wealth-advisors-group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 True Wealth Advisors Group