Intrua Financial

What Intrua Financial does

Intrua Financial, LLC is a privately held SEC-registered investment adviser founded in 2015 and headquartered in Houston, Texas, operating as a subsidiary of Larson Financial Holdings. The firm provides comprehensive wealth management services to high-net-worth individuals and families, business owners, and pre-retirees/retirees across nine branch locations in Texas, Wisconsin, Louisiana, Maryland, Minnesota, and Ohio, with advisory registrations spanning 44+ US states. Its core offerings include wealth management, estate and legacy planning, risk management, retirement planning, and tax strategy, supported by a tiered investment strategy architecture (Essentials, Premium, Guided, and Custom) and a network of 35+ financial advisors overseen by an Investment Committee led by CIO Sam Lawhon.

The business model is a hybrid RIA/broker-dealer structure: investment advisory services are delivered through Intrua's own SEC-registered RIA under formal advisory agreements, while securities are offered through LPL Financial (member FINRA/SIPC). Revenue is generated primarily through recurring investment advisory fees on assets under advisement (currently $2.2 billion at the Intrua level, $8 billion across the broader Larson Financial ecosystem) supplemented by securities transaction commissions routed through LPL Financial. Pricing is quote-based, tied to AUM and service complexity, billed annually.

The technology stack is built entirely on third-party integrations rather than proprietary platforms: Orion Advisor powers the client portal, eMoney supports financial planning, and clients can view brokerage accounts through LPL Account View and Charles Schwab. Recent strategic activity has been heavily focused on inorganic growth and operational scaling, including the May 2026 merger with Ohio-based Ta-Check Financial and Ta-Check Tax Service, adding approximately $576 million in assets under management, plus senior leadership additions throughout 2025 (CIO Sam Lawhon, CCO Lindsey Boettigheimer, VP Amy Buchheit).

Name

Intrua Financial

Legal name

Intrua Financial, LLC

Website

https://intrua.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)

SIC

Investment Advice (6282), Finance Services (6199)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industries

Financial Planning–Led RIAs (FSAAACAB), Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF), Investment Management Advisory (RIA) (FSAEAAAB)

Keywords

• Wealth management services
• Retirement income planning
• Estate planning services
• Investment advisory services
• Risk and tax planning

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Fees: Fee-based investment advisory services provided through formal agreements with clients. Securities are offered through LPL Financial, member FINRA/SIPC.
2. Securities Transactions: Commissions and transaction fees from securities trading through LPL Financial platform

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Intrua Financial is an SEC-registered investment adviser that delivers wealth management, estate and legacy planning, risk management, retirement planning, and tax strategy services through a network of 35+ financial advisors across nine U.S. branch locations. Securities transactions are executed through LPL Financial (Member FINRA/SIPC), and the firm offers multi-tier investment strategies covering Traditional Diversified, Dynamic Allocation, Concentrated Growth SMA, Quality Dividend, Direct Indexing, Thematic Sleeves, and Structured Notes. The company manages approximately $2.2 billion in client assets under advisement and operates as part of the Larson Financial family of companies.

Product overview

Intrua Financial is a registered investment adviser offering a comprehensive wealth management platform with multiple service lines and investment strategy tiers. The core service offering includes Wealth Management, Estate & Legacy Planning, Risk Management, Retirement Planning, and Tax Strategy. Investment strategies are organized across four tiers: Essentials (standardized models including Dynamic, Focused Income, U.S. Core, and Total Return), Premium (actively managed strategies including Protego, Preserve & Participate, Concentrated Growth SMA, and Quality Dividend), Guided (advisor-directed strategies for individual books of business), and Custom (fully personalized strategies for individual client needs). Additional investment approaches include Traditional Diversified, Dynamic Allocation, Direct Indexing, Thematic Sleeves, and Structured Notes. Securities are offered through LPL Financial, Member FINRA/SIPC, with Intrua operating as a separate SEC-registered investment adviser.

Differentiator

Problem solved

Functional benefit

Brands

• Horizent Team: A team within Intrua Financial offering investment consulting and wealth management services to institutions, individuals, families, and business owners, led by Eric Kulwicki.

Products and services

• Wealth Management Comprehensive wealth management services covering personalized asset allocation, portfolio design, tax-aware strategies, multi-generational planning, and charitable giving coordination for individuals and families.
• Estate & Legacy Planning Estate and legacy planning services including beneficiary reviews, trust planning, business succession strategies, charitable planning, and coordination with estate attorneys.
• Risk Management Risk assessment and mitigation services covering market risk, longevity risk, health and disability risks, long-term care planning, and business risk management through insurance analysis and diversification strategies.
• Retirement Planning Retirement income planning including Social Security optimization, Medicare coordination, withdrawal sequencing, tax-efficient drawdowns, and comprehensive retirement account coordination.
• Tax Strategy Tax planning coordination including Roth conversions, tax-loss harvesting, charitable deductions, retirement tax strategies, and coordination with CPAs and tax professionals.

Quantifiable outcome

• $2.2B in client assets under advisement
• +1 more outcomes

Named customers2 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

Integration4 records

Feature5 records

Partnerships

Six partnerships are on record, tiered major and core.

• Ta-Check FinancialmajorStrategic or Co-development Partner · 8 May 2026Ohio-based financial advisory firm with approximately $576 million in assets under management has entered into a strategic partnership with Intrua Financial. The partnership integrates Ta-Check into the Intrua Financial platform while expanding access to resources within the broader Larson Financial ecosystem. Ta-Check will continue operating with existing advisory teams to ensure client continuity while gaining expanded capabilities, technology, and strategic support.
• Ta-Check Tax ServicemajorStrategic or Co-development Partner · 8 May 2026Tax service firm that partnered alongside Ta-Check Financial in the strategic integration with Intrua Financial. The partnership provides expanded resources and operational support to better serve client evolving needs.
• LPL FinancialcoreChannel Partner/ Reseller/ DistributorSecurities offered through LPL Financial, member FINRA/SIPC. LPL Financial provides brokerage platform, custodial services, and infrastructure supporting Intrua Financial's advisory services. Investment advice offered through Intrua Financial, a SEC-registered investment advisor and separate entity from LPL Financial.
• Orion AdvisorcoreTechnology or IntegrationTechnology platform powering Intrua Financial's client portal for account access and management.
• eMoneycoreTechnology or IntegrationFinancial planning platform used by Intrua Financial for comprehensive wealth management and planning services.
• Charles SchwabcoreTechnology or IntegrationAccount access platform provided through Charles Schwab for client account management.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cambridge Investment Research: Independent broker-dealer and RIA platform serving thousands of financial advisors across the US. Similar hybrid IBD/RIA structure and advisor recruitment model, though at significantly larger scale than Intrua.
• Commonwealth Financial Network: Independent broker-dealer and RIA supporting financial advisors with planning, investment, and practice management resources. Similar hybrid IBD/RIA structure and advisor recruitment focus, at much larger scale.
• Cetera Financial Group: Large IBD-owned RIA platform supporting independent financial advisors with wealth, retirement, and investment services. Comparable business model (advisor network, RIA + brokerage, planning-led) but at materially larger scale.

Direct peers

• Focus Financial Partners: Consortium of independent RIAs (now part of Clayton, Dubilier & Rice) serving HNW clients with comprehensive planning. Directly comparable in advisor-led RIA aggregation model, target client (HNW/biz owners), and acquisition strategy.
• Carson Group: Wealth management firm serving financial advisors and their clients with coaching, technology, and investment solutions. Comparable as a planning-led RIA platform with advisor-centric GTM and scaled AUM.
• Creative Planning: Privately held RIA with multi-billion AUA offering wealth, retirement, tax, and estate planning to HNW clients. Direct peer given similar planning-led service model, multi-branch footprint, and roll-up M&A approach.
• Edelman Financial Engines: Large independent RIA offering wealth management, retirement planning, and investment advice. Directly comparable in serving HNW households and pre-retirees with comprehensive planning-led services.
• Mercer Advisors: National RIA serving HNW households with comprehensive wealth, estate, tax, and retirement planning, with significant acquisition-driven growth. Highly comparable in service mix, target client, and roll-up strategy.
• Mariner Wealth Advisors: Large independent RIA serving HNW individuals, families, and business owners with comprehensive wealth, estate, tax, and retirement planning. Highly comparable in service breadth, advisor-led distribution, and acquisition-driven growth strategy.

Others

• LPL Financial: Largest independent broker-dealer in the US and Intrua's core infrastructure partner. Included as an ecosystem/ecosystem-enabler peer given the strategic and economic dependency, even though LPL is not a direct competitor to Intrua's RIA services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/intrua

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Intrua Financial