NPF Investment Advisors

What NPF Investment Advisors does

NPF Investment Advisors (legally Norris, Perné & French LLP) is an independent fiduciary Registered Investment Advisor founded in 1933 and headquartered at 40 Pearl Street NW, Suite 500, Grand Rapids, Michigan. The firm delivers integrated financial planning and active investment management to individuals and families across West Michigan and nationally, organized around three client personas: individuals actively building wealth, retirees and pre-retirees, and clients focused on legacy and wealth transfer. Service offerings include retirement planning, estate planning, tax planning, wealth management, and coordination with clients' CPAs and estate attorneys, all delivered under a single all-inclusive advisory fee with in-house investment management that eliminates third-party product layers.

The firm's investment platform comprises three in-house strategies — Blue Chip Income, Core Growth, and Fixed Income — supplemented in March 2026 by the NPF Core Equity ETF (ticker: NPFE), an actively managed ETF listed on Cboe Global Markets and distributed by Paralel Distributors LLC, making NPF one of the first West Michigan firms to introduce its own actively managed ETF. The firm employs 11-50 staff and operates as a private limited partnership with no parent company or external institutional backing.

The business model is a recurring subscription advisory fee on AUM, with no publicly disclosed fee schedule. Distribution is sales-led via direct advisory relationships and referrals, supported by content marketing through an Insights hub, an Inner Circle email newsletter, and an active presence on LinkedIn, Facebook, and X (Twitter). NPF was recognized on Worth Magazine's Top RIA Firms 2025 list, which evaluates advisors with AUM above $500 million and a high-net-worth client base. No proprietary technology platform, mobile app, public API, or AI/ML capabilities are described in the source data.

Name

NPF Investment Advisors

Legal name

Norris, Perné & French LLP d/b/a NPF Investment Advisors

Website

https://npfinvest.com

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

11–50 employees

Short description

NPF Investment Advisors is an independent fiduciary Registered Investment Advisor founded in 1933 in Grand Rapids, Michigan, delivering integrated financial planning and active investment management to high-net-worth individuals, retirees, and legacy-planning families under one all-inclusive fee.

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)

akta.pro primary industry

Portfolio Construction & Asset Allocation Advisory (FSAEAAAC)

akta.pro secondary industry

Multi-Sector / Total Return Fixed Income (FSAAAHAJ)

Keywords

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

Headquarters

HQ city

Grand Rapids

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. Advisory Fee Revenue: NPF Investment Advisors generates revenue through advisory fees for financial planning and investment management services. The firm is described as an independent Registered Investment Advisor (RIA) with in-house investment management, eliminating outside investment product layers and associated added costs. The firm offers an integrated advisory relationship for one all-inclusive fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

NPF Investment Advisors delivers integrated financial planning alongside active in-house investment management for individuals and families, covering retirement, estate, tax, and wealth management under one all-inclusive fee. The firm offers three proprietary investment strategies (Blue Chip Income, Core Growth, Fixed Income) and, as of March 2026, the actively managed NPF Core Equity ETF (NPFE) on Cboe Global Markets.

Product overview

NPF Investment Advisors is a financial advisory firm offering a platform of services centered around in-house investment management and comprehensive financial planning. The core offering includes the NPF Core Equity ETF (NPFE), an actively managed ETF launched in March 2026, alongside investment strategies including Blue Chip Income, Core Growth, and Fixed Income. The firm provides integrated advisory services including retirement planning, estate planning, tax planning, and wealth management. All investment management is conducted in-house, eliminating outside investment product fees. The firm serves clients in West Michigan and across the country, having operated since 1933.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Services Integrated financial planning services including retirement planning, estate planning, tax planning, and coordination with clients' other professional advisors (CPAs, estate attorneys), delivered as part of NPF's all-inclusive advisory fee.
• Retirement Planning Comprehensive retirement planning services for retirees and pre-retirees including Social Security optimization, Medicare planning, required minimum distributions, and tax-efficient withdrawal strategies.
• Estate Planning and Legacy Services Multi-generational wealth planning and legacy planning services to help clients protect and transfer wealth to future generations and charitable causes, coordinated with their estate attorneys and accountants.
• Wealth Management Comprehensive wealth management services for individuals and families building long-term savings and investment strategies, combining planning guidance with active investment management.
• Blue Chip Income Strategy Active in-house investment strategy focused on income generation through investments in established, large-cap companies with track records of stable dividends.
• Core Growth Strategy Active in-house investment strategy targeting long-term capital appreciation through investments in companies with strong growth potential.
• Fixed Income Strategy Active bond portfolio management strategy involving individual bonds, focusing on investment-grade securities tailored to client needs and time horizons.
• NPF Core Equity ETF (NPFE) Actively managed exchange-traded fund listed on Cboe Global Markets, designed to provide long-term capital appreciation and current income by investing in high-quality companies with strong cash flows, reliable dividends, and a mix of stable and growth opportunities; available to investors via exchange-traded product infrastructure distributed by Paralel Distributors LLC.

Quantifiable outcome

• Vanguard research suggests skilled advisors can deliver an average of 3% per year in additional net returns through comprehensive wealth strategy, tax optimization, behavioral coaching, and portfolio rebalancing (Vanguard's Advisor's Alpha research)

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

One partnership is on record.

• Paralel Distributors LLCcoreChannel Partner/ Reseller/ Distributor · 12 March 2026Paralel Distributors LLC serves as the distributor of the NPF Core Equity ETF (ticker: NPFE), the actively managed equity ETF launched by NPF Investment Advisors on Cboe Global Markets on March 12, 2026. This partnership enables NPF to distribute its investment strategies through the ETF wrapper to a broad investor base via exchange-traded product infrastructure.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Creative Planning:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/npfinvest
• Facebookfacebook.com/npfinvest
• LinkedInlinkedin.com/company/norris-perne-&-french-llp

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 NPF Investment Advisors