Cambridge Financial Services

What Cambridge Financial Services does

Cambridge Financial Services is an independent, privately held financial advisory firm headquartered in Chandler, Arizona, that delivers comprehensive financial planning, investment management, insurance solutions, and small business benefit services to individuals, families, and small business owners across the United States. Founded by Jason Rucker as an independent firm not tied to proprietary products, the firm is co-founded with Eric Pyles and operates through a core partnership with Hornor, Townsend & Kent, LLC (HTK), a FINRA/SIPC Registered Investment Advisor and wholly-owned subsidiary of The Penn Mutual Life Insurance Company, which provides the securities and investment advisory infrastructure. The team of approximately 11–15 professionals includes multiple CFP®, ChFC®, CLU®, CASL®, REBC®, RHU®, RICP®, and MSFP® credentialed advisors, with 80+ years of combined industry experience concentrated in retirement planning, investment strategy, estate planning, and small business financial management.

The firm's core offering is organized around four integrated service pillars: Comprehensive Financial Planning, Investment Management, Insurance Solutions, and Small Business Solutions, all delivered through personalized advisor-led engagements. While the firm uses standard financial planning software for analysis and advisory work, its primary technology assets are a suite of client-facing web calculators (inflation, retirement, mortgage/bi-weekly payment, dividend yield, required minimum distribution, and capital gains estimators) hosted on its website. There is no proprietary technology platform, no mobile app, no public API, and no disclosed AI/ML capabilities. The tech stack and website infrastructure are provided by FMG Suite, a third-party marketing and website platform widely used in the RIA industry.

The revenue model is fee-based and/or commission-based depending on the service line, with investment advisory fees typically assessed on assets under management and insurance/employee benefits products generating commission revenue. The go-to-market is sales-led and relationship-driven: direct advisor-client engagements originating from a single Chandler, AZ office, supplemented by content marketing through an educational resource center, SEO-oriented website content, and client referrals. The firm competes on independence, personalized advice, and advisor credentials rather than on technology, scale, or price, positioning itself as a high-touch alternative to product-pushing wirehouses and large broker-dealers.

Name

Cambridge Financial Services

Legal name

Cambridge Financial Services

Website

https://cfpaz.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Cambridge Financial Services is an independent, Chandler, Arizona-based wealth advisory firm serving individuals, families, and small businesses across the United States through comprehensive financial planning, investment management, insurance, and small business benefit services delivered by credentialed (CFP®, ChFC®, CLU®) advisors via a partnership with HTK.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Financial planning services
• Wealth management advisory
• Investment management solutions
• Insurance planning services
• Retirement plan consulting

Headquarters

HQ city

Chandler

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Provides comprehensive financial planning, investment management, and wealth advisory services on a fee-based or commission basis depending on the service type

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Cambridge Financial Services is an independent financial advisory firm in Chandler, Arizona that provides comprehensive financial planning, investment management, insurance solutions, and small business financial services to individuals, families, and small business owners throughout the United States. The firm delivers personalized consulting on a fee-based or commission basis, supported by certified financial planners and a suite of interactive web-based financial calculators. Securities and investment advisory services are offered through its partnership with Hornor, Townsend & Kent, LLC (HTK), a Registered Investment Advisor.

Product overview

Cambridge Financial Services operates as an independent financial advisory firm offering a unified suite of wealth management services rather than a software product platform. Their core offering consists of four integrated service pillars: Comprehensive Financial Planning, Investment Management, Insurance Solutions, and Small Business Solutions—all delivered through personalized consulting with certified financial planners. The firm supplements its advisory services with a Financial Calculators Suite of interactive web tools for retirement planning, investment analysis, and tax estimation. With over 80 years of combined experience, the firm emphasizes independent, objective advice not tied to proprietary products, positioning itself as a strategic planning partner rather than a product vendor.

Differentiator

Problem solved

Functional benefit

Products and services

• Comprehensive Financial Planning Strategic financial planning services that help individuals and families articulate and achieve their financial goals through personalized consulting, risk assessment, and time-horizon-based strategies.
• Investment Management Investment strategy development and portfolio management services focused on building strategies aligned with individual risk tolerance and time horizons, emphasizing independent and objective advice. Securities and investment advisory services are offered through HTK, a Registered Investment Advisor and Broker-Dealer (FINRA/SIPC member).
• Insurance Solutions Insurance planning and risk management services including personal insurance, liability coverage, and life insurance strategies designed to protect families from the financial consequences of unexpected events.
• Small Business Solutions Comprehensive financial services for small business owners including retirement plans, employee benefit packages, group health and life insurance, and executive compensation planning. Targets SMBs that need both personal wealth planning and business-level financial services.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Northwestern Mutual: Large insurance-and-investment incumbent offering financial planning, life insurance, and investment products to individuals and business owners. Comparable product breadth but captive model rather than independent.
• Edward Jones: National full-service brokerage offering financial planning, investment management, and insurance to individuals and small businesses. Comparable target customer (small business owners and individuals) but at vastly larger scale and with a captive product model.

Direct peers

• Mercer Advisors: National independent RIA providing comprehensive financial planning, investment management, and estate planning. Comparable independent fiduciary model and full-service offering.
• Buckingham Strategic Wealth: Independent, fee-only RIA offering comprehensive financial planning and investment management. Closely aligned independent fiduciary model with similar client base and service structure.
• Moneta Group: Independent RIA providing financial planning, investment management, and tax strategies to individuals and business owners. Similar independent model and integrated service offering.
• Carson Wealth: Independent wealth management firm offering financial planning, investment management, and business-owner services. Same independent advisory model and small-business owner focus as Cambridge.
• Edelman Financial Services: Independent, fee-based financial advisory firm offering financial planning, investment management, and insurance solutions to individuals and families. Directly comparable independent-advice positioning.
• Creative Planning: Large independent, fee-based RIA offering comprehensive financial planning, investment management, and insurance to individuals and small businesses. Highly comparable independent-advice positioning and service mix to Cambridge Financial Services.

Others

• Focus Financial Partners: Aggregator of independent RIAs offering back-office, technology, and capital support to fiduciary advisory firms. Relevant comparison because it identifies the type of independent RIA that Cambridge could partner with or be acquired by at scale.

Emerging players

• Facet Wealth: Digital-first financial planning firm offering flat-fee advice to individuals. Comparable target market (individuals/families seeking planning) but differentiated by tech-enabled delivery rather than in-person advisory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/cambridge-financial-services

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Cambridge Financial Services