Larson Financial Group

What Larson Financial Group does

Larson Financial Group, LLC is a privately held, independent financial advisory firm headquartered in West Seattle, Washington, founded in 1987 by William C. Larson and operated today as a family-owned practice. The firm offers a six-pillar wealth management offering — Portfolio Management, Retirement Strategies, Risk Management, Estate Strategies, Charitable Giving/Legacy Planning, and specialized services for high-net-worth and ultra-high-net-worth clients — delivered through one-on-one consultations at its 4025 Delridge Way SW office. It serves affluent individuals and families, multi-generational households, and pre-retirees/retirees in a single geographic market, with no disclosed presence beyond West Seattle.

The firm has no proprietary technology platform. All brokerage, custody, portfolio management, and account administration run through LPL Financial, the nation's largest independent broker-dealer, with which Larson has been continuously affiliated since 1990. The firm's own product surface is supplemented by client-facing educational tools — a quarterly newsletter archive, video library, interactive financial calculators, a 200+ entry financial glossary, tax resources, and a June 2025 Cybersecurity Webpage featuring an LPL-hosted webinar. Bill Larson additionally maintains membership in Ed Slott's Master Elite IRA Advisor Group for specialized retirement distribution expertise.

Larson Financial Group generates revenue through recurring, asset-based advisory fees on client assets administered via LPL Financial's platform. The go-to-market is sales-led and relationship-based: referrals, community involvement (NFIB Washington Leadership Council, Navy League Seattle Council, Boy Scouts, Seattle Chamber of Commerce), and a content-driven website funnel. The team is small — approximately six named professionals including Bill Larson, Glenda Larson (co-owner), Chris McNeal (Operations Manager), Rena McNeal (Financial Advisor since 2009), Samuel Law (LPL Registered Administrative Assistant since 2004), and Karina Mendoza (Administrative/Executive Assistant since 2024) — with no external institutional investors and no parent company. Revenue, AUM, and detailed pricing are not publicly disclosed.

Name

Larson Financial Group

Legal name

Larson Financial Group, LLC

Website

https://larson-financialgroup.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Larson Financial Group is a privately held, independent financial advisory firm in West Seattle, founded in 1987 by William C. Larson. It serves affluent individuals, multi-generational families, and HNW/UHNW clients with portfolio management, retirement, estate, risk, and legacy planning, operating through LPL Financial's platform.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

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

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA)

akta.pro secondary industries

Advisory Portfolio Management (Non-Discretionary) (FSAAABAD), Private Banking & UHNW Wealth Advisory (FSAEABAC), Family Office Services (Single & Multi-Family Office) (FSABADAF)

Keywords

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

Headquarters

HQ city

Seattle

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

Revenue model

1. Financial Advisory and Wealth Management Services: The firm provides comprehensive financial advisory services including investment management, retirement planning, estate planning, tax strategies, and risk management. Revenue is generated through fees associated with managing client assets under LPL Financial's brokerage platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Larson Financial Group is an independent financial advisory firm that provides personalized wealth management services to individuals and families. The firm delivers six core offerings: Portfolio Management, Retirement Strategies, Risk Management, Estate Strategies, Charitable Giving/Legacy Planning, and specialized services for high-net-worth and ultra-high-net-worth clients. Services are offered through LPL Financial, the nation's largest independent broker-dealer, with personalized one-on-one consultations at the West Seattle office.

Product overview

Larson Financial Group is an independent financial advisory firm offering a comprehensive suite of wealth management services centered around six core offerings: Portfolio Management, Retirement Strategies, Risk Management, Estate Strategies, Charitable Giving/Legacy Planning, and specialized services for High-Net-Worth and Ultra-High-Net-Worth clients. The firm supplements its core advisory services with educational add-ons including a Financial Glossary, Tax Resources center, Financial Calculators, Cybersecurity Resources, and a quarterly Newsletter. The firm also maintains membership in Ed Slott's Master Elite IRA Advisor Group for specialized retirement planning expertise.

Differentiator

Problem solved

Functional benefit

Products and services

• Portfolio Management

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• LPL FinancialcoreChannel Partner/ Reseller/ Distributor · 1 January 1990As an independent financial advisor, Larson Financial Group is affiliated with LPL Financial, the nation's largest independent broker/dealer. LPL Financial provides the technology, brokerage platform, and institutional resources supporting the firm's wealth management solutions. The affiliation gives the firm access to a wide range of nonproprietary products and services while maintaining independence to act in clients' best interests.
• National Federation of Independent Business (NFIB)coreStrategic or Co-development PartnerBill Larson serves on the NFIB Washington Leadership Council. NFIB provides advocacy and a seat at the legislative table for small businesses. The firm leverages NFIB's support as their small business approaches its third decade.
• Ed Slott and CompanycoreStrategic or Co-development PartnerBill Larson is a member of Ed Slott's Elite and Master Elite IRA Advisor Group. This exclusive organization provides ongoing education, tools, and resources for retirement professionals. Bill meets twice yearly with Ed Slott and has access to technical experts for specific client situations.
• Navy League Seattle CouncilminorStrategic or Co-development PartnerBill and Glenda Larson volunteered with the Navy League Seattle Council following 9/11. Bill served as president and Glenda as treasurer of the organization.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Commonwealth Financial Network: Independent broker-dealer and RIA support platform serving independent financial advisors nationwide. Comparable because it offers the same independent-advisor-affiliation model and access to nonproprietary products that Larson Financial Group gets from LPL Financial.
• Cetera Financial Group: Independent broker-dealer supporting independent financial advisors with wealth management, retirement, and estate services. Directly comparable to LPL Financial in scale and structure, serving the same small-to-mid-sized independent RIA segment as Larson Financial Group.
• Cambridge Investment Research: Independent broker-dealer supporting a large network of independent financial advisors with similar wealth management and retirement planning offerings. Directly comparable because it competes head-to-head with LPL Financial for Larson Financial Group's type of independent RIA affiliation.
• Hightower Advisors: RIA platform that partners with high-performing independent advisors to provide back-office, technology, and M&A support. Comparable to Larson Financial Group in serving HNW/UHNW clients through a relationship-led model, though structured as an acquisition platform rather than a single independent office.

Emerging players

• Empower (Personal Capital): Digital-first wealth manager combining online tools, financial planning, and human advisory services for HNW individuals. Comparable in retirement and wealth planning focus, but represents the digital/discount model that increasingly competes for the affluent clients Larson Financial Group serves.
• Facet Wealth: Digital-first financial planning and wealth management firm serving HNW individuals through virtual CFP-led advice. Comparable in targeting affluent households with comprehensive planning, but uses a flat-fee digital model rather than the relationship-led, AUM-based approach of Larson Financial Group.

Broad incumbents

• Fisher Investments: Large independent RIA managing portfolios primarily for HNW and institutional clients. Comparable in independent RIA structure and HNW/UHNW client focus, though with substantially greater scale, a national footprint, and a more portfolio-management-centric offering than Larson Financial Group's relationship-led practice.
• Edelman Financial Engines: Large independent RIA providing comprehensive wealth management, retirement planning, and estate strategies to individuals and families nationwide. Comparable in service mix to Larson Financial Group's offerings but operates at vastly greater scale with a national footprint.
• Ameriprise Financial: Large diversified financial services firm with a national network of financial advisors delivering wealth management, retirement, and estate planning to individuals. Comparable to Larson Financial Group in core service mix and HNW client focus, but with institutional scale, proprietary products, and a national brand.
• Raymond James Financial: Diversified financial services firm with a large independent advisor channel offering wealth management, retirement, and estate services. Comparable because its independent advisor division serves the same small-RIA market segment as Larson Financial Group, though it operates at vastly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Larson Financial Group