Integrity Financial Group

What Integrity Financial Group does

Integrity Financial Group, LLC is a privately held, independent wealth management and financial advisory firm founded in 1983 by President and CEO Vijay Khetarpal, headquartered in Marriottsville, Maryland. The firm operates as a registered investment advisor offering securities and advisory services through LPL Financial, providing fee-based financial planning, investment management, insurance, retirement, and estate planning services to high-net-worth individuals, professionals, business owners, physicians, and select non-profit and endowment clients. Its product suite spans Personal Insurance Coverages (term and permanent life, disability, long-term care), Investment Services (asset allocation, 529 plans, private pensions, tax-efficient retirement plans), Fee-Based Financial Planning, Estate Planning Strategies (revocable/irrevocable trust funding, charitable and deferred giving), Owner-Partner Business Strategies (buy/sell agreements, key person coverage), Family Business Strategies for multi-generational transitions, Executive Benefit Strategies, and Retirement Plan Strategies covering qualified and non-qualified plans with 3(21) Co-Fiduciary Services. The firm has productized specialization through the Physician-Advocate Advantage sub-brand for healthcare professionals and authored the "Optimized Outcomes" educational book.

The go-to-market model is consultative and sales-led, built around complimentary discovery sessions, second opinions, and Zoom consultations, with marketing driven by educational blog content, a video library, interactive financial calculators, community seminars, and a professional referral network coordinated with clients' CPAs and attorneys. The technology stack is built on LPL Financial's platform, providing LPL Account View for client access and integrating with numerous insurance and investment carriers (MetLife, Nationwide, Transamerica, Fidelity, Prudential, MassMutual, Pacific Life, Lincoln Financial), plus trust services through The Private Trust Company N.A. The firm operates regionally in Maryland with extended advisor presence in Colorado and Illinois, serving clients nationwide; pricing is fee-based and not publicly disclosed. The named team of approximately five professionals is led by Vijay Khetarpal alongside Dr. Anthony "Tony" Unger (Principal Wealth & Legacy Strategist), Namita Kathuria (CEPA-credentialed Financial Advisor), Dana Brayshaw (Financial Advisor), and Amber Jenkins (Client Services Associate).

Name

Integrity Financial Group

Legal name

Integrity Financial Group, LLC

Website

https://integrityfinancial.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Integrity Financial Group is a privately held wealth management and financial advisory firm offering fee-based financial planning, investment, insurance, retirement, and estate services to high-net-worth individuals, professionals, business owners, physicians, and non-profits through LPL Financial.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940), Trust, Fiduciary, and Custody Activities (523991)

SIC

Insurance Agents, Brokers & Service (6411), Finance Services (6199), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Family Office Trust & Fiduciary Services (FSAEAKAF)

akta.pro secondary industries

Trust Administration & Fiduciary Accounting Services (FSAAANAF), Fiduciary Agency & Trustee-for-Hire Services (FSAAANAL)

Keywords

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

Headquarters

HQ city

Vienna

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, Others

Revenue model

1. Fee-Based Financial Planning and Advisory Services: The firm provides comprehensive financial planning, investment management, and advisory services on a fee basis through its affiliation with LPL Financial, a registered investment advisor and broker-dealer.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Integrity Financial Group is an independent, SEC-registered investment advisory firm that provides personalized wealth management, financial planning, investment management, insurance solutions, and estate planning services to individuals, families, business owners, and physicians. The firm also serves employer retirement plans, non-profits, and endowments, acting as a fiduciary coordinator who integrates planning with clients' CPAs and attorneys through a "quarterback" model.

Product overview

Integrity Financial Group is an independent wealth management and financial advisory firm offering a comprehensive suite of personal and business financial services. The firm's core offerings are organized around four key service areas: Personal Insurance Coverages (life, disability, and long-term care insurance), Investment Services (asset allocation and customized portfolios), Fee-Based Financial Planning (comprehensive advisory and retirement planning), and Estate Planning Strategies (trust funding and charitable giving). For business clients, they provide Owner-Partner Business Strategies (succession and continuity planning), Family Business Strategies (multi-generational transitions), Executive Benefit Strategies (supplemental retirement and benefit plans), and Retirement Plan Strategies (qualified and non-qualified plan advisory). The firm also maintains branded programs including the Optimized Outcomes educational book and the Physician-Advocate Advantage specialized service for healthcare professionals.

Differentiator

Problem solved

Functional benefit

Brands

• Optimized Outcomes: A book by Vijay Khetarpal containing fundamental principles of sound financial management and intelligent strategies for managing and preserving wealth.

Products and services

• Personal Insurance Coverages Insurance solutions for individuals and families covering life, disability, and personal protection needs, sourced through multiple carrier partners.
• Investment Services Discretionary and non-discretionary investment management and advisory services delivered through LPL Financial's RIA platform.
• Fee-Based Financial Planning Comprehensive, fee-based financial planning services covering retirement, tax, cash flow, and goal-based planning for individuals and families.
• Estate Planning Strategies Estate planning strategy services designed to coordinate wealth transfer, legacy, and estate distribution planning with clients' attorneys.
• Owner-Partner Business Strategies Financial planning and strategy services tailored to the personal and business financial needs of business owners and partners.
• Family Business Strategies Advisory services for family-owned businesses covering succession, transition, and continuity planning.
• Executive Benefit Strategies Executive benefit planning including deferred compensation, key-person insurance, and executive carve-out plans for business owners and key employees.
• Retirement Plan Strategies Retirement plan advisory and fiduciary services for employer-sponsored qualified plans (e.g., 401(k)), including plan design, investment oversight, and participant education.

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• LPL FinancialcoreTechnology or IntegrationSecurities and advisory services offered through LPL Financial, a registered investment advisor and broker-dealer, member FINRA/SIPC. Provides technology platform, account custody, and regulatory infrastructure for the firm's advisory operations.
• LPL Account ViewcoreTechnology or IntegrationClient portal provided through LPL Financial for account access and management.
• Rotary Club of PotomacminorOthersVijay Khetarpal is Past President of the local Rotary Club chapter, engaging in community service and networking.
• Strategic Coach ProgramminorImplementation/ SI/ Consulting PartnerBusiness coaching program that Vijay Khetarpal credits with transforming his business approach and life balance over a three-year engagement.
• CPA and Attorney NetworkcoreStrategic or Co-development PartnerCoordinate with clients' CPAs, attorneys, and allied professionals to provide comprehensive financial strategies balancing offense and defense in planning.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Buckingham Strategic Wealth: Independent RIA serving HNW clients with holistic wealth management including financial planning, investment management, tax strategy, and retirement planning. Direct overlap in target client profile (HNW individuals and business owners), fiduciary model, and integrated planning approach.
• Creative Planning: Large independent RIA offering comprehensive fee-based financial planning, investment management, tax, and estate services to HNW individuals and business owners nationally. Closely comparable to IFG in both offering breadth (planning + investments + insurance + estate) and fee-based RIA model through independent advisor infrastructure.
• Mariner Wealth Advisors: Independent wealth advisor offering financial planning, investment management, tax planning, retirement and estate planning, and exit planning for HNW families and business owners. Strong overlap with IFG's quarterback-style advisory approach and multi-generational planning focus.
• Edelman Financial Engines: Independent financial planning and investment management firm serving HNW individuals with fee-based comprehensive planning. Strong overlap in fee model, fiduciary positioning, and broad financial planning service portfolio.

Emerging players

• Sanctuary Wealth: Independent wealth platform supporting experienced advisors in transitioning to independent RIA ownership. Comparable operating model and target HNW segment, with potential partnership/tuck-in implications for boutique firms like IFG.

Broad incumbents

• Cetera Financial Group: Independent broker-dealer/RIA supporting thousands of advisors in wealth management, financial planning, and insurance distribution. Comparable advisor-platform model including access to insurance, retirement, and investment products analogous to IFG's LPL partnership.
• Focus Financial Partners: Partnership model for independent RIAs serving HNW clients, providing capital, operational support, and M&A platform. Comparable advisor-led fiduciary wealth management approach; competes for the same advisor acquisition pool that IFG could join as a partner.
• Commonwealth Financial Network: Independent broker-dealer/RIA supporting independent advisors serving HNW individuals. While not HNW-exclusive, comparable advisor-centric platform model similar to how IFG operates through LPL's infrastructure.
• Hightower Advisors: National RIA platform with hundreds of advisors serving HNW individuals, families, and institutions. Comparable offering (planning + investments + retirement + estate) but operates at much greater scale; competes for similar advisor talent and client relationships.
• Carson Group: Wealth management firm and RIA platform providing financial planning, investment management, and business coaching to advisors and their HNW clients. Comparable holistic planning model and recurring fee revenue, but substantially larger scale than IFG.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EvaIntegrityFinancialGroup
• LinkedInlinkedin.com/company/integrity-financial-group-dc

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Integrity Financial Group