What Diversified Financial Advisors does

Diversified Financial Advisors, LLC is an independent, SEC-registered Investment Advisor (RIA) headquartered in Town and Country, Missouri (St. Louis metro), founded in 2010, and operating with a 1-10 employee team. The firm delivers fee-based financial advisory services in a fiduciary capacity to two client segments: individual investors and corporate plan sponsors. Its core service stack comprises Asset Management, Financial Planning, 401(k) Plan Consulting, Prudence 360 (retirement plan management for plan sponsors), and a vertically specialized Printers 401k offering targeting the printing industry.

The underlying technology layer is lean: client account access is delivered through the LPL Account View online portal, with additional third-party recordkeeper portals (Printers 401K Access, Newport Group Access, PCS Retirement) routed through the client login hub. The firm's content surface includes interactive financial calculators (retirement savings, RMD, Social Security, college savings, insurance needs, mortgage), an educational video library, and an article/guides resource center spanning retirement, estate, investment, insurance, tax, and lifestyle topics. Securities are executed through LPL Financial (member FINRA/SIPC), while investment advisory services are provided through Diversified Financial Advisors LLC as a separate registered entity.

The business model is a subscription-recurring, fee-based advisory model operating on assets under management; the firm is licensed to transact securities business with residents of 27 states plus DC. Customer acquisition runs through content marketing, an educational resource hub, and direct inquiry channels (phone, web contact forms, email). No fee schedules, AUM, revenue figures, client counts, or funding events are publicly disclosed, constraining external valuation benchmarks.

Name

Diversified Financial Advisors

Legal name

Diversified Financial Advisors, LLC

Website

https://diversifiedfa.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Diversified Financial Advisors, LLC is an independent, SEC-registered investment advisor (RIA) in Town and Country, Missouri, delivering fee-based asset management, financial planning, and 401(k) consulting in a fiduciary capacity to individuals, families, and corporate plan sponsors. Securities are offered via LPL Financial.

Ownership category

akta.pro rank

Product category

Wealth Management and Retirement Plan Consulting

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

Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE), Financial Planning–Led RIAs (FSAAACAB)

Keywords

• Investment advisory services
• Retirement plan consulting
• Asset management services
• Financial planning services
• 401(k) plan management

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Fees: Fee-based investment advisory services where securities are offered through LPL Financial (member FINRA/SIPC) and investment advice is provided through Diversified Financial Advisors LLC as a registered investment advisor. The firm operates in a fiduciary capacity.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Diversified Financial Advisors, LLC is an independent Registered Investment Advisor (RIA) that delivers comprehensive asset management, retirement plan consulting, and personalized financial planning services. Securities are offered through LPL Financial (member FINRA/SIPC) while investment advice is provided by Diversified Financial Advisors in a fiduciary capacity. The firm serves both individual investors and corporate plan sponsors through tailored strategies covering retirement, estate, investment, insurance, and tax planning.

Product overview

Diversified Financial Advisors offers a comprehensive suite of financial advisory services organized around three core areas: retirement plan consulting for corporations (including 401(k) Plan Consulting, Prudence 360, and Printers 401k services), asset management for individuals, and financial planning. The firm provides client-facing digital tools including financial calculators, educational videos, and articles as part of their resource center. Securities are offered through LPL Financial, and investment advisory services are provided through their registered investment advisor entity. The firm operates on a fiduciary basis, serving both individual investors and plan sponsor clients.

Differentiator

Problem solved

Functional benefit

Products and services

• 401(k) Plan Consulting

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• LPL FinancialcoreTechnology or IntegrationSecurities are offered through LPL Financial, member FINRA/SIPC. LPL Financial provides the brokerage infrastructure for securities transactions while Diversified Financial Advisors provides investment advisory services as a separate registered investment advisor.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Creative Planning: Large independent RIA headquartered in Kansas City, providing comprehensive wealth management, retirement plan consulting, and financial planning to individuals and businesses. Directly comparable to DFA in dual individual/plan-sponsor model and fiduciary RIA structure, though significantly larger.
• Carson Group: PE-backed RIA and coaching platform for independent advisors, providing wealth management, retirement plan, and advisor support services. Directly comparable fiduciary RIA model with corporate retirement plan focus; larger scale and corporate backing.
• Commonwealth Financial Network: Large independent broker-dealer and RIA supporting independent advisors with wealth management and retirement plan services. Comparable independent-channel RIA model with similar reliance on advisor relationships; alternative BD platform versus LPL.
• Mariner Wealth Advisors: PE-backed independent RIA offering comprehensive financial advisory, retirement plan, and tax services to individuals and institutions. Comparable service breadth, fiduciary model, and Midwest operating footprint (Overland Park, KS).

Others

• LPL Financial: Largest independent broker-dealer in the U.S., serving as DFA's core partner for custody, clearing, and brokerage infrastructure. Not a direct competitor for client advisory but a critical platform dependency and competitor for affiliated advisor recruits.

Broad incumbents

• Stifel Financial: St. Louis-headquartered full-service broker-dealer and RIA offering wealth management and retirement plan services. Overlaps DFA's individual advisory and 401(k) consulting capabilities but as part of a much broader capital markets and institutional platform.
• Focus Financial Partners: Public PE-backed consolidator of independent RIAs providing wealth management and retirement services through partner firms. Relevant comparable because it represents the acquisition pathway and scale benchmark facing independent RIAs like DFA.
• Edward Jones: St. Louis-headquartered national financial services firm offering investment advisory and retirement plan services to individuals and small businesses. Same St. Louis geography as DFA but vastly larger scale; competes for the same individual investor and small plan-sponsor segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Diversified Financial Advisors