Wallace Advisory Group

What Wallace Advisory Group does

Wallace Advisory Group is a privately held, family-owned financial advisory and insurance services firm headquartered at 3658 Mount Diablo Boulevard, Suite 225, Lafayette, California. The firm serves individual families and high-net-worth clients with integrated wealth management, estate planning, life insurance, and investment advisory services, operating through a 4-person team led by Bill Wallace (Senior Client Manager, 35 years of experience) and Joe Wallace (Senior Client Advisor and Chief Compliance Officer, Certified Financial Planner). Its value proposition is explicitly relationship-driven — "hire a person, not a firm" — emphasizing personalized, multi-generational advisory engagement over institutional scale.

The business operates across three affiliated legal entities: Wallace Advisory Group, LLC (a Registered Investment Advisor offering fee-based investment advisory services), Wallace Financial & Insurance Solutions, LLC (non-variable insurance products), and a distribution relationship with M Holdings Securities, Inc. (a registered broker-dealer and FINRA/SIPC member). Revenue is generated through three streams: recurring advisory fees, securities transaction commissions, and insurance product commissions. The firm is a member of M Financial Group, which provides access to a broader network and product shelf. The firm holds no proprietary technology platform, no AI/ML capabilities, and no disclosed patents or trademarks; operations rely on traditional advisor-client engagement supported by a basic web presence and personal referrals as the primary go-to-market motion.

Geographically, the firm is a single-office, U.S.-domestic operation limited to states where representatives hold active licenses, with no stated ambition to expand beyond California or to develop technology-enabled service delivery. The firm discloses no institutional investment, venture capital, or private equity backing, and operates as a closely held family business with a 35-year operating history anchored in the tenure of its principals.

Name

Wallace Advisory Group

Legal name

Wallace Advisory Group, LLC

Website

https://wallaceadvisory.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Wallace Advisory Group is a family-owned, four-person financial advisory firm in Lafayette, California, offering wealth management, estate planning, life insurance, and investment advisory services to individual families and high-net-worth clients. The firm operates through affiliated RIA and insurance entities, with securities distributed via M Holdings Securities.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Insurance Agencies and Brokerages (524210)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAEAAAM

Fee-Based Advisory

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Investment Advisory & Financial Planning

SECONDARYFSAAADAK

Risk Management & Insurance Advisory for Families

Financial & Insurance/Asset & Wealth Management/Family Offices (Single- & Multi-Family)

SECONDARYFSAAABAD

Advisory Portfolio Management (Non-Discretionary)

Financial & Insurance/Asset & Wealth Management/Private Banking & HNW/UHNW Wealth Management

Keywords

• Financial advisory services
• Wealth management
• Estate planning
• Life insurance
• Investment advisory

Headquarters

HQ city

Lafayette

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. Investment Advisory Services: Fee-based investment advisory services offered through Wallace Advisory Group, LLC, a Registered Investment Advisor.
2. Securities Transactions: Securities offered through M Holdings Securities, Inc., a Registered Broker/Dealer, Member FINRA/SIPC. Revenue generated from securities transactions and related fees.
3. Insurance Products: Non-variable insurance products offered through Wallace Financial & Insurance Solutions, LLC. Revenue from insurance product sales and commissions.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Wallace Advisory Group provides personalized financial advisory services to individuals and families in the San Francisco Bay Area, encompassing wealth management, estate planning, life insurance, and investment advisory solutions. Investment advisory services are delivered through Wallace Advisory Group, LLC (a Registered Investment Advisor), securities are offered through M Holdings Securities, Inc. (a Registered Broker/Dealer, Member FINRA/SIPC), and non-variable insurance products are offered through the affiliated Wallace Financial & Insurance Solutions, LLC.

Product overview

Wallace Advisory Group offers integrated financial advisory services as a single unified offering rather than a platform-plus-modules architecture. The firm provides wealth management, estate planning, life insurance, and investment advisory services through its affiliated entities. Services are delivered through a team-based model with individual advisors (Bill Wallace as Senior Client Manager, Joe Wallace as Senior Client Advisor & Chief Compliance Officer) supported by operational staff. Securities services are offered through M Holdings Securities, Inc., a registered broker/dealer, while non-variable insurance products are provided through Wallace Financial & Insurance Solutions, LLC.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management & Financial Advisory Services Integrated personal financial advisory offering covering wealth management, estate planning, life insurance, and investment advisory for individual families and high-net-worth clients, delivered through a team-based model with senior advisors Bill Wallace and Joe Wallace.
• Investment Advisory Services (RIA) Fee-based registered investment advisory services provided through Wallace Advisory Group, LLC (an SEC-registered RIA), covering portfolio and investment management for individuals and families under the supervision of CFP-designated Investment Advisor Representatives.
• Securities Brokerage Services Securities brokerage and transaction services for clients, offered through M Holdings Securities, Inc., a Registered Broker/Dealer and FINRA/SIPC member, with revenue generated from securities transactions and related fees.
• Life Insurance and Non-Variable Insurance Products Non-variable insurance products (including life insurance) offered through the affiliated firm Wallace Financial & Insurance Solutions, LLC, supporting estate planning and wealth protection objectives for individuals and families; revenue generated through insurance commissions.
• Estate Planning Services Personalized estate planning advisory for individuals and families, centered on protecting and transferring family wealth and legacy across generations, delivered by senior advisors Bill Wallace and Joe Wallace in coordination with clients' attorneys and tax advisors.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• M Holdings Securities, Inc.coreChannel Partner/ Reseller/ DistributorSecurities offered through M Holdings Securities, Inc., a Registered Broker/Dealer, Member FINRA/SIPC. Wallace Advisory Group operates as a registered investment advisor while securities products are distributed through this partnership.
• M Financial GroupcoreChannel Partner/ Reseller/ DistributorWallace Financial & Insurance Solutions, LLC dba Wallace Advisory Group is a member of the M Financial Group, providing access to a network of financial professionals and resources.
• Wallace Financial & Insurance Solutions, LLCcoreStrategic or Co-development PartnerAffiliated firm offering non-variable insurance products. Wallace Advisory Group, LLC and Wallace Financial & Insurance Solutions, LLC are affiliated firms, independently owned and operated from M Holdings Securities, Inc.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mariner Wealth Advisors: Mid-market RIA offering comprehensive wealth management including investment advisory, estate planning, tax, and insurance solutions. Comparable to Wallace in providing an integrated offering to HNW individuals and families.
• Ronald Blue Trust: CFP-led wealth management firm emphasizing estate planning, financial planning, and life insurance for HNW families. Comparable to Wallace in combining CFP expertise with estate planning and life insurance focus.
• Allworth Financial: Mid-market RIA offering wealth management, retirement planning, and insurance solutions. Comparable to Wallace in delivering fee-based advisory combined with insurance products through a relationship-driven model.
• Hightower Advisors: Mid-market RIA platform that partners with established advisors to provide comprehensive wealth management, similar to how Wallace operates as an independent RIA. Comparable in offering integrated advisory services with a relationship-driven model.
• Mercer Advisors: Mid-market RIA focused on comprehensive wealth management including estate planning, tax, and investment advisory. Comparable to Wallace in serving HNW families with integrated financial planning services.
• Carson Group: Wealth management firm partnering with independent advisors to provide investment, insurance, and financial planning services. Comparable to Wallace in offering an integrated wealth + insurance solution for HNW clients.
• Creative Planning: Large independent RIA providing wealth management, tax, estate planning, and insurance services. Comparable to Wallace in offering fee-based advisory combined with insurance solutions to HNW individuals and families.

Others

• LPL Financial: Largest independent broker-dealer in the U.S., supporting independent RIAs with custody, securities, and compliance infrastructure. Functionally comparable to M Holdings Securities as Wallace's broker-dealer partner.
• Focus Financial Partners: RIA roll-up platform partnering with independent wealth management firms to provide capital, infrastructure, and operational support. Relevant as a potential platform partner analogous to M Financial Group's role for Wallace.
• Cetera Financial Group: Independent broker-dealer supporting affiliated financial professionals with securities and advisory infrastructure. Comparable to M Holdings Securities as a similar broker-dealer partner for independent advisory firms.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Wallace Advisory Group