AG Financial

What AG Financial does

AG Financial, LLC is a privately held, fee-only registered investment advisory firm headquartered in Salt Lake City, Utah, with a second office in Scottsdale, Arizona. Founded in 2008 by Aaron Graham, the firm delivers personalized wealth management and financial planning services to individual investors and families, with a particular emphasis on retirement planning, investment management, estate planning, cash flow analysis, and insurance planning. The practice is built around six core service lines (Retirement Planning, Financial Planning, Investments, Estate Planning, Cash Flow Analysis, and Insurance) delivered through a "needs-based" planning process that customizes recommendations to each client's circumstances rather than offering standardized product packages. Investment allocation is grounded in Modern Portfolio Theory and Mean Variance Optimization, and the firm reports that most client relationships exceed 10 years. The firm has only two documented professionals — Founder/Principal Aaron Graham (25+ years of experience, CTFA designation since 1999, multiple FINRA licenses) and Investment Advisor Greg Oda (16 years at the firm, prior Morgan Stanley) — and Aaron Graham and Greg Oda are registered representatives of United Planners' Financial Services of America, a FINRA/SIPC member broker-dealer that handles securities transactions and custody. The firm is independent of United Planners, with no parent company and no subsidiaries, and is licensed to sell securities across 14 U.S. states and to provide insurance-related services in 7 states. Revenue is generated through client-paid advisory fees (described as all-inclusive, transparent, and potentially tax-deductible, billed annually) and ancillary transaction-related revenue tied to securities distributed through United Planners. Marketing is primarily educational, centered on a financial blog, a quarterly newsletter archived back to 2020, and a calculator library that embeds third-party FINRA and CalcXML tools. AG Financial has no mobile app, no API, no disclosed AI/ML capabilities, no patents, and no disclosed funding events; the firm is a stable, mature, small-scale independent advisory practice whose growth is structurally bounded by its two-advisor capacity.

Name

AG Financial

Legal name

AG Financial, LLC.

Website

https://myagfinancial.com

Company type

Private

Founded year

2008

Operating status

Operating

Short description

AG Financial, LLC is a privately held, fee-only registered investment advisor in Salt Lake City serving individual investors and families with retirement, investment, estate, cash flow, and insurance planning, using a personalized needs-based process and Modern Portfolio Theory allocation.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

akta.pro secondary industry

Business Owner & Executive Financial Planning (FSAEAAAO)

Keywords

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

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Advisory Fees: Compensated through advisory fees paid directly by clients. Fees are all-inclusive, may be tax-deductible, and are transparent. The firm operates on a fee-only model designed to align advisor interests with clients.
2. Securities Distribution: Securities offered through United Planners' Financial Services of America, a limited partnership and member of FINRA and SIPC. This is a third-party broker-dealer relationship for securities transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

AG Financial is a fee-only registered investment advisor that provides personalized wealth management, retirement planning, estate planning, investment management, cash flow analysis, and insurance planning to individual investors and families. The firm uses a needs-based financial planning process grounded in Modern Portfolio Theory and Mean Variance Optimization, and earns revenue from all-inclusive advisory fees paid directly by clients, with securities execution handled through United Planners' Financial Services of America.

Product overview

AG Financial is a wealth management advisory firm offering a suite of six integrated financial planning services. The core offerings include Retirement Planning, Financial Planning, Investments, Estate Planning, Cash Flow Analysis, and Insurance services. The firm employs a 'needs-based' financial planning process that custom-tailors recommendations to each client's specific financial situation and goals. Services are delivered through a client-aligned fee-based compensation model rather than commission-based product sales, emphasizing long-term advisory relationships over transactional product pushes.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement Planning Comprehensive retirement planning service for individual investors and families covering withdrawal scheduling for qualified plans, taxation strategy, cash flow management, and integration of investments with Social Security income.
• Financial Planning Complex financial planning service addressing sale of business, family limited partnerships, stock options, highly appreciated stock, and education planning for individual and family clients.
• Investments Investment planning service covering risk assessment, diversification strategy, cost analysis, and volatility management to determine appropriate investment allocations for individual clients.
• Estate Planning Estate planning service for individuals and families addressing estate taxes, trust suitability, probate, generation-skipping issues, and medical and financial power of attorney.
• Cash Flow Analysis Cash flow analysis service covering incomes, recurring expenses, semi-regular expenses, major purchases, and tax management to maximize cash flow over time for individual and family clients.
• Insurance Insurance planning service covering disability needs, life insurance needs, estate tax relief, and long-term care to determine appropriate coverage levels for individual and family clients.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• United Planners' Financial Services of AmericacoreChannel Partner/ Reseller/ DistributorSecurities offered through United Planners' Financial Services of America, a Limited Partnership and member of FINRA and SIPC. Aaron Graham and Greg Oda are registered representatives with United Planners. United Planners provides brokerage services while AG Financial provides advisory services. AG Financial and United Planners are not affiliated.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• LPL Financial: Largest independent broker-dealer in the U.S., providing a securities and advisory platform for thousands of independent RIAs. Similar to AG Financial's United Planners relationship as a third-party infrastructure partner supporting independent advisors.
• Commonwealth Financial Network: Large independent broker-dealer and RIA platform supporting independent financial advisors nationally. Closely comparable to AG Financial's relationship with United Planners — similar model of independent advisors affiliating for securities distribution.
• Edelman Financial Engines: Large fee-only RIA offering financial planning, retirement, investment, and estate services to individuals and families nationally. Matches AG Financial on service suite and client type, with much greater scale.
• Focus Financial Partners: Leading RIA consolidator that acquires high-quality independent advisory firms like AG Financial. Comparable in fee-only model and target client base (individuals and families seeking comprehensive wealth management), though vastly larger in scale and footprint.
• Mariner Wealth Advisors: National fee-only RIA providing financial planning, retirement, estate, and tax services. Offers an analogous service model to AG Financial across an integrated wealth management platform.
• Creative Planning: Large fee-only RIA offering comprehensive financial planning, investment management, estate planning, and retirement services to individuals and families. Same business model and service suite as AG Financial but at materially greater scale.

Direct peers

• Carson Wealth Management: Fee-based wealth management firm delivering comprehensive financial planning, retirement, and estate services to households. Overlaps directly with AG Financial on service mix and target client.
• Wealth Enhancement Group: Fee-based RIA offering comprehensive financial planning, retirement, estate, and tax services to individuals and families. Comparable service mix and client focus as AG Financial across multiple U.S. offices.
• Buckingham Strategic Wealth: Fee-only RIA focused on evidence-based financial planning and wealth management for individuals and families. Closely matches AG Financial's fee-only model, target clientele, and personalized advice orientation.
• Sanctuary Wealth Group: Independent wealth advisor platform partnering with select advisors and RIAs to provide comprehensive financial planning services. Comparable model to AG Financial's independent advisor setup with a third-party broker-dealer relationship.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

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 AG Financial