210 Financial

What 210 Financial does

210 Financial (legal entity 210 Wealth Management Inc., d/b/a 210 Financial) is a privately held, SEC-registered investment advisory firm headquartered in Morton, Illinois, with additional offices in Bloomington, Illinois and Davenport, Iowa. Founded in 1999 by Phil Cooper and his wife Kelly Cooper, the firm specializes in retirement planning for retirees and pre-retirees across the Midwest and operates as a multi-generational family business, with daughter Carrie Stahl serving as CEO and son-in-law Kendall Stahl as Advisor & Partner. Its flagship offering is the proprietary "210 Retirement Blueprint," a five-step planning methodology that structures client engagements around Income, Investments, Legacy Planning, Taxes, and Healthcare.

The firm's service portfolio spans annuities, IRA/401(k) rollovers, life insurance, tax-efficient strategies, long-term care planning, IRA legacy planning, Medicare enrollment assistance (delivered via a redirect partnership with MedicareEnroll.com), investment management, and a specialized Female-Focused Finances track. Client experience is supported by an Orion Advisor client portal, a Box.com-powered secure file transfer tool, and a downloadable pre-appointment worksheet. The underlying technology stack is conventional — third-party RIA platforms and standard document exchange — with no disclosed proprietary AI, automation, or data assets.

The business model is built on two revenue streams: recurring investment advisory fees as an SEC-registered investment adviser, and insurance product commissions on annuities and life insurance sold through 210 Financial, Inc. Go-to-market is event- and media-led (in-person retirement seminars, dinner programs, a weekly TV show, a podcast, and a published book) combined with a referral program (Impact Elite Ambassador) and direct office appointments. Pricing is not publicly disclosed; the firm offers a complimentary 15-minute consultation and standard RIA fee structures (AUM-based or flat-fee planning), and revenue figures are not publicly available. The firm employs approximately 18 team members across three Midwest offices.

Name

210 Financial

Legal name

210 Wealth Management Inc.

Website

https://210financial.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

210 Financial is a privately held, SEC-registered investment advisory firm in Illinois and Iowa that provides retirement income, tax, legacy, and healthcare planning primarily to retirees and pre-retirees in the Midwest, operating through three offices and event-led distribution.

Ownership category

akta.pro rank

Product category

Retirement Financial Planning

NAICS

Portfolio Management and Investment Advice (52394), Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Retirement & Pension Planning (401(k)/IRA) (FSAEAAAD)

akta.pro secondary industries

Retirement Income Planning & Decumulation Advisory (FSAEABAD), Comprehensive Financial Planning (FSAEAAAA), Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE), Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ)

Keywords

• Retirement planning services
• Wealth management advisory
• Investment advisory services
• Retirement income strategies
• Financial planning services

Headquarters

HQ city

Bloomington

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Fees: SEC-registered investment adviser providing fee-based financial planning and investment management services. Revenue derived from advisory fees for managing client portfolios and providing ongoing financial planning guidance.
2. Insurance Product Commissions: Offers annuities, life insurance, and other insurance products. Insurance products are offered through 210 Financial, Inc. d/b/a 210 Financial, generating commission revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

210 Financial is an SEC-registered investment advisory firm that delivers retirement-focused financial planning and wealth management services through its proprietary 210 Retirement Blueprint methodology covering Income, Investments, Legacy Planning, Taxes, and Healthcare. The firm provides investment management, annuities, life insurance, IRA/401(k) rollover assistance, tax-efficient strategies, long-term care planning, legacy/estate planning, and Medicare enrollment guidance to retirees and pre-retirees, primarily in the Midwest United States. It operates from three offices in Morton, Bloomington, and Davenport, and supplements advisory services with educational media (TV show, podcast) and in-person events.

Product overview

210 Financial is a registered investment advisory firm (d/b/a 210 Wealth Management Inc.) offering a comprehensive suite of retirement planning services to individuals near or in retirement, primarily serving the Illinois/Iowa (Midwest) market. The firm's flagship offering is the 210 Retirement Blueprint — a structured five-step financial planning methodology covering Income, Investments, Legacy Planning, Taxes, and Healthcare. This core framework anchors a portfolio of advisory services including Annuities, IRA/401(k) Rollovers, Life Insurance, Tax-Efficient Strategies, Long-Term Care Strategies, IRA Legacy Planning, Medicare Services, Investment Management, Healthcare Planning, and Legacy/Estate Planning. The firm also delivers financial education through media products — the 210 Retirement Blueprint TV Show and Retirement Blueprint Podcast — and in-person Live Educational Events. Supporting client-facing tools include the Orion Advisor client portal, Secure File Transfer (via Box.com), a Pre-Appointment Form, and an Impact Elite Ambassador referral program. The Female-Focused Finances track addresses the specific retirement planning needs of women.

Differentiator

Problem solved

Functional benefit

Brands

• 210 Retirement Blueprint: The company's proprietary retirement planning process addressing five key areas: Income, Investments, Legacy Planning, Taxes, and Healthcare.
• Impact Elite Ambassador
• Kendall's Corner

Products and services

• 210 Retirement Blueprint The firm's flagship holistic retirement planning methodology addressing five key areas — Income, Investments, Legacy Planning, Taxes, and Healthcare — delivered through a structured five-step process (Define It, Design It, Do It, Deliver It, Do Life Together) for retirees and pre-retirees.
• 210 Retirement Blueprint Financial Review An initial comprehensive consultation offering that examines a client's current portfolio, savings, goals, protection coverage, and retirement readiness across five key areas of the 210 Retirement Blueprint.
• Retirement Income Strategies Advisory services that help clients determine which product types and income approaches align with their overall financial goals and retirement strategy.
• Annuities Annuity products offered as a means to help ensure a portion of retirement income is guaranteed, providing guaranteed income streams in retirement.
• IRA/401(k) Rollovers Guidance on whether rolling over an old IRA or 401(k) into a new strategy is appropriate for the client's financial plan.
• Life Insurance Life insurance products reviewed and recommended as part of clients' overall financial strategies, offering living benefit features alongside traditional death benefit protection.
• Tax-Efficient Strategies Strategies aimed at protecting accumulated assets from erosion by taxes, including Roth conversions, tax bracket management, and Qualified Charitable Distributions.
• Long-Term Care Strategies Planning services addressing the likelihood that most retirees will need long-term care, helping clients develop strategies suited to their specific circumstances.
• IRA Legacy Planning Legacy planning strategies for clients who do not anticipate needing their IRA funds during retirement, including tax-efficient transfer to heirs.
• Medicare Services Medicare enrollment guidance and plan selection assistance using easy-to-understand language, including Medicare Supplement plan reviews, offered through a partnership with MedicareEnroll.com.
• Investment Management Investment management and wealth management services including asset allocation, stock selection, investment monitoring, portfolio strategy implementation, and coordination of investment portfolios with life goals; serves clients from millennials to retirees.
• Healthcare Planning Comprehensive healthcare cost planning integrated into retirement strategies, addressing Medicare coverage gaps and long-term medical expense projections.
• Legacy/Estate Planning Estate planning strategies helping ensure clients' assets are passed to intended beneficiaries, including charitable giving and multi-generational wealth transfer.
• Female-Focused Finances A specialized service track addressing the unique financial planning needs of women in or approaching retirement, recognizing women's distinct longevity and financial planning challenges.

Quantifiable outcome

• Retirees can potentially receive tax-free income, tax-free long-term care protection, and a tax-free legacy to heirs through proper planning.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Orion AdvisorcoreTechnology or IntegrationClient login portal provider for existing clients to access their accounts and financial information.
• Ronald McDonald HouseminorOthersSupported charity providing housing for families of sick children receiving medical treatment.
• Midwest Food BankminorOthersSupported food bank serving the central Illinois region.
• St. Jude Children's Research HospitalminorOthersSupported charity for children's cancer research and treatment.
• Pathway MinistriesminorOthersSupported local ministry organization.
• Make-A-Wish FoundationminorOthersSupported charity granting wishes to children with critical illnesses.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Raymond James Financial: Broker-dealer and RIA with an extensive independent advisor network serving retirement-focused clients. Comparable in offering holistic retirement income, legacy, and tax planning through affiliated advisors.
• Ameriprise Financial: National diversified financial services company with a large franchise of independent advisors providing retirement planning, investment advisory, and insurance products. Overlaps with 210 Financial's retirement-and-insurance service mix at greater scale.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of advisors offering retirement and investment planning. Comparable in providing back-office and product infrastructure to retirement-focused advisory practices.

Others

• AE Wealth Management: National RIA and advisor support platform that 210 Financial specifically partners with. Comparable as an enabling infrastructure partner that provides investment management, compliance, and technology to affiliated retirement-focused practices.

Direct peers

• Edward Jones: Large national RIA with a branch-office model serving mass-affluent and retirement-focused clients, often in smaller Midwestern and rural markets. Closely comparable in target customer, retirement-income orientation, and event-driven seminar marketing.
• Hightower Advisors: Registered investment advisor built through advisor roll-ins and acquisitions of smaller retirement-focused practices. Comparable in offering holistic retirement planning to high-net-worth and mass-affluent clients with multiple office locations.
• Commonwealth Financial Network: Independent broker-dealer and RIA support platform serving retirement-focused advisors with holistic planning practices. Comparable as a behind-the-scenes platform enabling retirement income and insurance distribution by independent advisors.
• Cetera Financial Group: Independent advisor support platform with retirement and insurance product offerings distributed through affiliated RIAs. Comparable business model: multi-advisor firm providing retirement income strategies, annuities, and insurance to mass-affluent clients.
• Cambridge Investment Research: Independent broker-dealer supporting retirement-focused financial advisors with holistic planning practices. Comparable in providing the compliance and product infrastructure enabling small RIAs to deliver retirement income and insurance solutions.

Regional players

• Waddell & Reed Financial: Midwest-rooted (Overland Park, KS) financial services firm with strong retirement income and annuity orientation. Historically comparable to 210 Financial in serving mass-affluent retirees across the central U.S., though now operating under different ownership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@210financial
• Instagraminstagram.com/210financial?igsh=d3Y2MjBjdzNnZjRj
• LinkedInlinkedin.com/company/210-financial

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 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 210 Financial