Good Life Financial Advisors

What Good Life Financial Advisors does

Good Life Financial Advisors is an independent financial advisory firm founded in 2012 by Conor Delaney, headquartered in Reading, PA, serving middle American families, individuals, and small businesses through a network of independent financial advisors. Its core offerings span financial planning, risk management, investment management, retirement planning/distribution, and Medicare supplement services, delivered by advisors who hold credentials such as CFP, AIF, CMT, CIPM, and CRC. Securities are offered through LPL Financial (Member FINRA/SIPC), while investment advisory services are delivered through Good Life Advisors, LLC, a separately SEC-registered investment advisor.

The firm's underlying technology stack leans on LPL Financial's broker-dealer infrastructure for clearing, compliance, custody, and research, augmented by proprietary internal tooling. The principal in-house capability is the Wealth Allocation Models (WAM), a strategic modeling and trading service developed by Chief Market Strategist Noah Brooks, which is supported by written investment policy statements for each model portfolio. Digital client-facing tools include a set of calculators (retirement, life insurance needs, saving for retirement, paying off credit card debt), a weekly market commentary PDF sourced from LPL Research, and the Market Enthusiast podcast. The firm has no app, no public API, and no disclosed AI/ML capabilities.

Revenue is generated through three primary streams: quarterly asset-based fees calculated as a percentage of AUM (with breakpoints based on account scope, complexity, and value), separate financial planning fees that can be fixed or hourly, and securities transaction-based compensation earned by advisors operating through LPL's broker/dealer platform. Wrap fee programs bundle transaction and custody costs into the asset-based fee. Pricing is negotiable with no disclosed account minimum, the firm is registered in 30+ states, and the home office in Reading, PA provides compliance, technology, and practice management support to the advisor network.

Name

Good Life Financial Advisors

Legal name

Good Life Advisors, LLC

Website

https://goodlifefa.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Good Life Financial Advisors is an independent financial advisory firm headquartered in Reading, PA, serving middle American families, individuals, and small businesses through a national network of independent advisors affiliated with LPL Financial for securities and Good Life Advisors, LLC for investment advisory services.

Ownership category

akta.pro rank

Product category

Financial Advisory / Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industry

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Wealth management services
• Financial planning advisory
• Retirement planning services
• Investment management advisory
• Risk management insurance

Headquarters

HQ city

Reading

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, Infrastructure

Revenue model

1. Asset Management Fees: Quarterly ongoing asset management fee charged as a percentage of assets under management. Financial professionals are compensated based on percentage of AUM, with the percentage based on scope and complexity of account, time and expertise required, and account value.
2. Financial Planning Fees: Separate fees for comprehensive financial planning services. Can also charge fixed fees or hourly consulting fees for planning engagements.
3. Securities Transaction Fees: As registered representatives of LPL Financial, advisors can earn transaction-based compensation for securities trades through LPL's broker/dealer platform. Some Financial Professionals earn additional transaction-based compensation when providing brokerage services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Good Life Financial Advisors delivers comprehensive financial planning, investment management, risk management, and retirement planning services to families, individuals, and small businesses across middle America. Services are rendered through a national network of independent financial advisors affiliated with LPL Financial for securities processing, with no minimum account size required. The firm also offers the proprietary Wealth Allocation Models (WAM) for portfolio modeling and online financial calculators for retirement, insurance, and debt planning.

Product overview

Good Life Financial Advisors operates as an independent financial advisory firm offering a unified suite of financial planning and investment management services. The core offering consists of financial planning, risk management, investment management, retirement planning, and Medicare supplement services, supported by a national network of independent advisors. The firm also provides digital tools including retirement calculators, insurance needs analysis, savings calculators, and debt payoff calculators. The proprietary Wealth Allocation Models (WAM) service delivers strategic portfolio modeling and trading, while the Market Enthusiast podcast provides market analysis content. Services are delivered through a partnership with LPL Financial for securities processing and through Good Life Advisors, LLC as the registered investment advisor.

Differentiator

Problem solved

Functional benefit

Brands

• Good Life Companies: An affiliate organization under the Good Life umbrella

Products and services

• Financial Planning

Quantifiable outcome

• No minimum account size requirement, making services accessible to a broader client base

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• LPL FinancialcoreStrategic or Co-development PartnerLPL Financial is one of the leading financial services companies and the largest independent broker/dealer in the nation (as reported in Financial Planning magazine 1996-2018). They serve as an enabling partner supporting financial advisors with technology, clearing and compliance services, practice management programs, and independent research. Good Life's securities are offered through LPL Financial, Member FINRA/SIPC.
• Good Life CompaniesminorOthersAffiliate company providing resources and support for the Good Life brand of financial services companies. Listed as an affiliate logo on the website.
• FINRAminorOthersFinancial Industry Regulatory Authority - the self-regulatory organization for broker-dealers operating in the United States. Good Life advisors are registered through LPL Financial as FINRA member.
• SIPCminorOthersSecurities Investor Protection Corporation - provides protection for brokerage accounts held at SIPC-member firms. LPL Financial is a member of SIPC, providing account protection.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Focus Financial Partners: Leading consolidator of independent RIAs serving mass-affluent, high-net-worth, and institutional clients. Comparable in target market and service offering, though Focus is a strategic acquirer of firms like Good Life rather than a directly competing advisor network.
• Edelman Financial Services: Independent RIA offering fee-only financial planning and investment management with a mass-affluent and middle-market focus. Comparable to Good Life in client segment, fee model, and emphasis on comprehensive planning rather than proprietary products.
• Cetera Financial Group: Independent broker-dealer network housing multiple RIA and advisor channels serving middle-market clients. Comparable business model to Good Life's LPL-affiliated independent advisor network, including similar fee structures and advisor recruiting approach.
• Mariner Wealth Advisors: National independent RIA providing comprehensive financial planning, investment management, and tax services to mass-affluent and HNW clients. Comparable service mix and client focus to Good Life, though at materially greater scale.
• Commonwealth Financial Network: Independent broker-dealer and RIA support platform serving independent financial advisors across the U.S. Closely comparable to Good Life in business model: independent advisors using a large IBD's infrastructure to deliver financial planning and investment management to mass-affluent and middle-market clients.
• Creative Planning: Large independent RIA providing comprehensive financial planning and investment management to mass-affluent and high-net-worth clients across the U.S. Comparable in service offering (financial planning-led RIA) though materially larger in scale than Good Life.
• Osaic (formerly Advisor Group / Ladenburg Thalmann): Independent broker-dealer network supporting thousands of financial advisors and RIAs across multiple subsidiary brands. Operates a comparable independent-advisor affiliation model with similar practice-management and compliance infrastructure.
• Cambridge Investment Research: Independent broker-dealer supporting RIAs and financial advisors nationally with practice management, technology, and compliance services. Operates a comparable independent-advisor affiliation model targeting similar mass-affluent and middle-American client segments.

Broad incumbents

• Ameriprise Financial: Diversified financial services firm with a substantial independent advisor channel serving mass-affluent and middle-market clients. Overlaps with Good Life in target segment and planning-led service model, though Ameriprise operates at much greater scale and with proprietary products.
• LPL Financial: Largest independent broker-dealer in the U.S. and Good Life's own core infrastructure partner. While not a head-to-head competitor for advisory clients, LPL sits adjacent in the same ecosystem and is the parent platform Good Life builds upon.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Good Life Financial Advisors