What Forward Financial Group does

Forward Financial Group is a privately held financial advisory practice headquartered in Sussex, Wisconsin, operating as a "doing business as" (DBA) trade name under Independent Advisor Alliance, LLC, a registered investment advisor. The firm delivers three core services — investment planning, financial planning, and insurance planning — through a team of nine financial professionals that includes CFP®- and AAMS®-credentialed advisors, partners, and client service staff. Securities are offered through LPL Financial, one of the largest independent broker-dealers in the U.S. (FINRA/SIPC member), while investment advisory services are offered through Independent Advisor Alliance, LLC. The firm operates under fiduciary standards, meaning advisors are legally obligated to act in clients' best interests.

The firm's technology stack is built on standard broker-dealer infrastructure rather than proprietary platforms: client account access is delivered through LPL Financial's ClientView portal and the eMoney financial planning platform, with no disclosed proprietary features, APIs, or AI capabilities. Distribution is primarily direct and consultative — in-person financial advisory meetings at the Sussex office — supplemented by online client portals and content marketing across blog, video, email/newsletter, and events channels. Revenue mechanics are typical of the RIA/broker-dealer model: advisory fees (likely AUM-based) and/or commissions on securities and insurance products, with no publicly disclosed pricing.

Forward Financial Group primarily targets individual investors and families seeking comprehensive wealth management, with secondary segments in business owners (succession and exit planning) and high-net-worth individuals (advanced tax, estate, and charitable strategies). The firm is licensed to serve clients in 21 U.S. states and maintains CCPA compliance as of January 1, 2020. Marketing is content-driven, emphasizing fiduciary standards, personalized planning, and long-term client relationships.

Name

Forward Financial Group

Legal name

Independent Advisor Alliance, LLC

Website

https://forwardfg.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Forward Financial Group is a Sussex, Wisconsin-based financial advisory practice providing investment, financial, and insurance planning services to individual investors and families across 21+ U.S. states, operating as a DBA under Independent Advisor Alliance, LLC with securities offered through LPL Financial.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industry

Financial Planning–Led RIAs (FSAAACAB)

Keywords

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

Headquarters

HQ city

Sussex

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, Others

Revenue model

1. Financial Advisory Services: The firm provides personalized financial planning, investment planning, and insurance planning services. Securities are offered through LPL Financial, an independent broker-dealer, suggesting the firm operates as an affiliated advisor earning commissions and/or advisory fees for financial guidance provided to clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Forward Financial Group is a financial advisory practice providing personalized investment planning, financial planning, and insurance planning services to individuals and families. The firm operates under fiduciary standards and delivers services through a team of CFP® and AAMS® certified advisors, with securities offered through LPL Financial. Services include portfolio strategy development, goal-based financial planning covering home ownership, education funding, and retirement, and contingency insurance planning.

Product overview

Forward Financial Group is a financial advisory firm offering three core services: Investment Planning, Financial Planning, and Insurance Planning. The firm operates under fiduciary standards and provides personalized, innovative financial plans. The Investment Planning service focuses on portfolio strategy and diversification; Financial Planning uses a consultative approach for goals like retirement and education funding; and Insurance Planning addresses life contingencies. SmartVestor is an additional service program mentioned in their offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Planning Personalized investment strategy development focused on diversification and long-term wealth creation and preservation, helping clients reach their financial goals while avoiding short-term distractions. Service targets individual investors and families.
• Financial Planning Consultative financial planning services addressing goals such as home ownership, children's education funding, and retirement planning, creating comprehensive plans to meet client objectives. Service targets individuals and families seeking goal-based financial guidance.
• Insurance Planning Planning services addressing life uncertainty and contingency scenarios, helping clients prepare for unexpected life events that could derail financial plans. Service targets individuals and families seeking risk management.
• SmartVestor Program A specific service program offered as part of the firm's advisory services, referenced in the company navigation and team sections. Provides directed investment advisory services to clients.

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

Four partnerships are on record, tiered core and minor.

• LPL FinancialcoreChannel Partner/ Reseller/ DistributorSecurities offered through LPL Financial member FINRA/SIPC. LPL Financial is one of the nation's largest independent broker-dealers. This affiliation enables Forward Financial Group to offer securities products and investment advisory services to clients under regulatory oversight.
• Independent Advisor Alliance, LLCcoreStrategic or Co-development PartnerForward Financial Group operates under the business name of Independent Advisor Alliance, LLC. All investment advice is offered through Independent Advisor Alliance, LLC, a registered investment advisor. This is the legal entity through which the firm's advisory services are provided.
• FINRAminorOthersFinancial Industry Regulatory Authority - the self-regulatory organization for securities firms doing business in the United States. Forward Financial Group's securities activities are regulated through their LPL Financial affiliation.
• SIPCminorOthersSecurities Investor Protection Corporation - provides protection for brokerage customers in case of broker-dealer failure. LPL Financial is a member of SIPC.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Cetera Financial Group: Large independent broker-dealer and RIA network supporting thousands of affiliated financial professionals offering investment, financial, and insurance planning — broader incumbent providing the same type of affiliation framework as LPL does for Forward Financial Group.
• Ameriprise Financial: Large diversified financial services company offering financial planning, investment advisory, and insurance products through affiliated advisors — broader incumbent providing overlapping services but with proprietary product set and brand scale far exceeding Forward Financial Group.

Direct peers

• Focus Financial Partners: Partnership model for independent RIAs providing wealth management, financial planning, and investment advisory services — directly comparable fiduciary, planning-led model with a partner-advisor structure similar to Forward Financial Group.
• Edelman Financial Engines: Large independent financial planning firm offering comprehensive financial planning, investment advisory, and wealth management to individuals and families — directly comparable planning-led, fiduciary model.
• Hightower Advisors: Wealth management and RIA partnership platform serving HNW individuals, families, and business owners with comprehensive financial planning — directly comparable fiduciary model with a partner-advisor structure similar to Forward Financial Group.
• Commonwealth Financial Network: Independent broker-dealer and RIA supporting affiliated advisors who provide comprehensive financial planning, investment management, and insurance services — directly comparable LPL-style affiliation model serving small advisory practices.
• Fisher Investments: Independent RIA providing investment management and financial planning services primarily to HNW individuals — directly comparable fiduciary advisory model, though focused more heavily on portfolio management.
• Mariner Wealth Advisors: National wealth advisory firm providing comprehensive financial planning, investment management, and tax/estate strategies to HNW clients — directly comparable fiduciary planning model, though at considerably larger scale.
• Creative Planning: Large independent RIA offering comprehensive financial planning, investment management, and tax planning for individuals and business owners — directly comparable to Forward Financial Group's fiduciary, planning-led model, though at substantially greater scale.
• Cambridge Investment Research: Independent broker-dealer supporting affiliated financial advisors offering financial planning, investment, and insurance solutions — directly comparable in structure (small RIAs affiliated with an independent BD) and service mix to Forward Financial Group.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FORWARDFG
• LinkedInlinkedin.com/company/forwardfg

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Forward Financial Group