RDA Financial Network

What RDA Financial Network does

RDA Financial Network, Inc. is a privately held SEC-registered investment advisor headquartered in Akron, Iowa (with Coralville, Iowa also referenced as the SEC-registered headquarters), operating as a network platform for independent financial advisors rather than a vertically integrated advisory practice. The firm provides supervision, compliance oversight, and back-office infrastructure to affiliated Investment Advisor Representatives who deliver four core product lines to clients: Insurance Protection (life, annuities, health), Wealth Building (investment strategy and asset allocation), Legacy Planning (estate, wills, trusts), and Retirement Solutions (401(k), SEP, SIMPLE IRA, defined benefit, cash balance, 403(b), 457(b) plans), including ERISA 3(21) and 3(38) fiduciary services for employer plan sponsors.

The technology stack is entirely third-party: Orion for portfolio management and CRM, eMoney for financial planning, Albridge for performance reporting, Redtail as an additional CRM layer, and client account access through four major custodians (TD Ameritrade, Charles Schwab, Pershing, TIAA-CREF, plus Fidelity). There are no proprietary AI/ML capabilities, patents, or proprietary software products; the firm's differentiation rests on its advisor network and integrated multi-custodian, multi-vendor stack rather than on owned technology.

RDA Financial Network earns revenue from recurring investment advisory fees on managed assets and from securities commissions on transactions routed through its broker-dealer partner, United Planners Financial Services (a FINRA/SIPC member that is not affiliated with RDAFN). Its customer base consists of individual investors seeking retirement, wealth-building, estate, and insurance planning (primary segment) and business owners/employers needing retirement plan setup and ERISA fiduciary support (secondary segment), served across 35+ U.S. states. Marketing is content-led via a financial planning blog, email newsletter, educational workshops, and organic social. The firm discloses no revenue, no funding, no M&A activity, and operates with a corporate headcount listed at 1-10 employees across a small executive team (President, Founder, Chief Compliance Officer, Director of Operations).

Name

RDA Financial Network

Legal name

RDA FINANCIAL NETWORK, INC

Website

https://rdafn.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

RDA Financial Network is a privately held, SEC-registered investment advisor that provides supervision, compliance, and back-office infrastructure for a network of independent financial advisors serving individual investors and business owners across 35+ U.S. states.

Ownership category

akta.pro rank

Product category

Wealth Management / Investment Advisory

NAICS

Portfolio Management and Investment Advice (523940), Finance and Insurance (52)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro industry

PRIMARYFSAAACAB

Financial Planning–Led RIAs

Financial & Insurance/Asset & Wealth Management/Registered Investment Advisors (RIAs) & Independent Wealth Managers

SECONDARYFSAEACAG

Independent Broker-Dealer / Registered Representative Networks

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Securities Brokerage (Retail & Institutional)

SECONDARYFSAEABAB

Broker-Dealer Affiliated Wealth Advisory

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Wealth & Retirement Advisory

Keywords

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

Headquarters

HQ city

Coralville

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: RDA Financial Network is a Registered Investment Advisor that provides advisory services through its network of independent advisors. Advisory fees are charged for portfolio management, financial planning, and related services.
2. Securities Distribution: Securities are offered through United Planners Financial Services, a Member FINRA/SIPC broker-dealer. This relationship enables the sale of securities products including annuities, insurance, and other investment products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

RDA Financial Network operates as a Registered Investment Advisor platform that delivers supervision, compliance, and back-office support to a network of independent investment advisor representatives. These advisors sell personalized financial planning, retirement solutions, insurance protection, wealth building, and estate/legacy planning services to individual clients, and ERISA 3(21)/3(38) fiduciary services to employer plan sponsors across more than 35 U.S. states. Securities are distributed through United Planners Financial Services.

Product overview

RDA Financial Network is a Registered Investment Advisor offering a comprehensive suite of financial services through four core product areas: Insurance Protection (life insurance, annuities, health insurance), Wealth Building (investment strategies and allocation), Legacy Planning (estate planning, wills, trusts), and Retirement Solutions (various qualified and non-qualified retirement plans). The company serves as a platform for independent advisors who provide personalized financial planning to clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Insurance Protection Comprehensive insurance products including life insurance (Universal, Indexed Universal, Whole Life, Term Life), annuities (Fixed, Variable, Equity-Indexed), and health insurance (Long-Term Disability, Medicare Supplement, Long-Term Care), delivered to individuals and families through the firm's independent advisors to mitigate financial risks.
• Wealth Building Investment and wealth accumulation services covering dollar cost averaging, asset allocation, passive allocation, and strategies involving earned income, portfolio income, and passive income, delivered to individual investors through the firm's independent advisors.
• Legacy Planning Estate and legacy planning services including beneficiary designations, wills, trusts, and wealth transfer strategies designed to preserve assets and minimize tax burdens for heirs.
• Retirement Solutions Retirement planning services covering multiple qualified and non-qualified retirement plan types — 401(k), Defined Benefit, Cash Balance, SEP, SIMPLE IRA, Keogh, Profit-Sharing, ESOP, 403(b), and 457(b) — for both individual investors and employer plan sponsors, including ERISA 3(21) and 3(38) fiduciary advisory services.

Quantifiable outcome

• Average retirement savings for a 50 year old is $43,797, with 36% of Americans saving nothing for retirement - highlighting the need for proper planning
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core.

• United Planners Financial ServicescoreChannel Partner/ Reseller/ DistributorSecurities are offered through United Planners Financial Services, a Member FINRA/SIPC broker-dealer. Investment Advisor Representatives offer advisory services through RDA Financial Network, a Registered Investment Advisor. The two entities are not affiliated.
• TD AmeritradecoreTechnology or IntegrationCustodian partner for client assets. RDAFN offers an extensive array of custodians and TD Ameritrade is listed as a principal partner for account access and asset custody.
• Charles SchwabcoreTechnology or IntegrationCustodian partner for client assets. Listed as one of the principal custodian partners alongside TD Ameritrade, Pershing, and TIAA-CREF.
• PershingcoreTechnology or IntegrationCustodian partner for client assets. One of the principal custodian platforms used by RDAFN advisors for client account management.
• TIAA-CREFcoreTechnology or IntegrationCustodian partner for client assets. Listed as a principal custodian option for RDAFN client accounts.
• E-MoneycoreTechnology or IntegrationFinancial planning technology platform used by RDAFN advisors. eMoney is used for comprehensive financial planning services for clients.
• OrioncoreTechnology or IntegrationPortfolio Management System and CRM used by RDAFN. Orion platform supports portfolio management, client relationship management, and performance reporting.

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Emerging players

• Personal Capital: Hybrid digital wealth management platform combining robo-advisory tools with human advisor services. Represents the digital-first competitive threat to independent RIA networks like RDAFN targeting mass-affluent and HNW clients.
• Betterment: Leading robo-advisor offering automated investment, retirement, and cash management products. Competes for the same retail and mass-affluent retirement-planning clients that RDAFN's advisor network serves, particularly at the lower-AUM end.

Broad incumbents

• LPL Financial: Largest independent broker-dealer in the U.S., supporting tens of thousands of advisors with custody, compliance, and technology. Operates in the same advisor-services space as RDAFN but at vastly greater scale and with proprietary custody and technology.
• Advisor Group: Large network of independent broker-dealer and RIA firms (including FSC Securities, Royal Alliance, SagePoint) supporting independent advisors. Comparable to RDAFN at the network-of-networks level with substantially greater scale.
• Northwestern Mutual: Comprehensive financial services firm offering wealth management, retirement planning, and insurance through a national advisor force. Comparable to RDAFN in the financial planning, retirement, and insurance product mix but operates as a captive career-agent model rather than an independent RIA network.
• Cetera Financial Group: Multi-channel independent broker-dealer and RIA platform serving independent financial advisors with a broad product suite. Comparable business model to RDAFN but materially larger and broader in scope.
• Kestra Financial: Independent broker-dealer and RIA platform supporting independent advisors and wealth management firms with compliance and operational infrastructure. Comparable operating model to RDAFN with a larger institutional footprint.

Direct peers

• Cambridge Investment Research: Large independent broker-dealer/RIA platform supporting thousands of independent financial advisors with compliance, supervision, and back-office infrastructure. Most directly comparable to RDAFN's business model of enabling independent advisors under a shared compliance umbrella.
• United Planners Financial Services: RDAFN's actual broker-dealer partner — a Member FINRA/SIPC broker-dealer providing supervisory and securities-distribution infrastructure to its affiliated advisor practices. Highly comparable as the operating counterparty on which RDAFN's network depends.
• Commonwealth Financial Network: Independent RIA and broker-dealer network serving independent advisors with planning-led practices. Closely comparable to RDAFN's positioning around fiduciary, planning-oriented advisors and multi-custodian support.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RDAFinance
• Facebookfacebook.com/RDA-Financial-Network-124849517597114
• LinkedInlinkedin.com/company/rda-financial-network-inc.

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 RDA Financial Network