Onehouston Financial

What Onehouston Financial does

OneHouston Financial is a privately held insurance and financial services agency headquartered in Spring, Texas, operating as a general agency appointed with the insurance companies of OneAmerica Financial, a mutual organization whose constituent companies trace back to 1877. The firm serves individuals, families, business owners, and retirees in the Houston metropolitan area and across Texas (with potential multi-state licensing), delivering a full-service financial planning offering that spans life insurance (term, whole, universal, variable universal, survivorship), retirement planning (IRAs, 401(k) rollovers, annuities, retirement income strategies), business planning (buy-sell agreements, key person insurance, succession), charitable giving strategies, estate and tax planning, long-term care solutions, and Medicare-related retiree services. Securities products are offered through an affiliated broker-dealer, OneAmerica Securities, Inc. (Member FINRA/SIPC), while OneHouston Financial itself is not a broker-dealer or Registered Investment Advisor.

The firm's stated differentiator is a proprietary macroeconomic approach to financial planning that emphasizes the flow of money within a client's overall financial ecosystem and balances growth potential against risk reduction, in contrast to traditional linear needs-based planning. The team comprises four named financial professionals led by President W. David Houchins, with Don Brady (also Managing Director of Boomer Financial Group), Sharon Lusk, and Lee Balinas. Go-to-market is sales-led and relationship-based, leveraging direct phone and email outreach, in-person consultations, an FMG Suite-powered website with a multi-topic resource center, financial calculators, and an educational video library for organic lead generation.

The business model is a professional services and insurance distribution model. Revenue is generated through commissions and fees on life insurance, long-term care, and Medicare products sourced through the OneAmerica general agency appointment, plus securities-related compensation on annuities and IRAs routed through OneAmerica Securities. Pricing is quote-based and tailored to individual client needs, with no publicly disclosed fee schedule. The firm is small (a single office, four-person producer team), private, with no disclosed funding, no M&A activity, no regulatory actions, and no AI/ML capabilities in evidence.

Name

Onehouston Financial

Legal name

OneHouston Financial

Website

https://onehoustonfinancial.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

OneHouston Financial is a Texas-based insurance and financial services general agency affiliated with OneAmerica Financial, serving individuals, families, business owners, and retirees with life insurance, retirement, estate, business, charitable, and long-term care planning delivered through a four-person producer team.

Ownership category

akta.pro rank

Product category

Financial Advisory and Insurance Services

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

akta.pro secondary industry

Private Client/High-Net-Worth Advisory (FSAEAAAN)

Keywords

• Financial planning services
• Life insurance products
• Retirement planning
• Insurance agency services
• Wealth management advisory

Headquarters

HQ city

Spring

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. Insurance Products: Revenue generated through the sale of life insurance products including term life, whole life, universal life, variable universal life, and survivorship life insurance. The firm also offers long-term care insurance and Medicare-related products for retirees.
2. Securities and Investment Products: Securities products offered through OneAmerica Securities, Inc., including annuities, IRAs, and other investment vehicles. The firm receives compensation for facilitating investment products suited to client retirement and investment needs.
3. Financial Planning Services: Comprehensive financial planning services for individuals, families, and business owners covering retirement planning, estate planning, business planning, and charitable giving strategies.
4. Retirement Products: Products and services related to retirement preparation including IRAs, Roth IRAs, 401(k) rollovers, and retirement income strategies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

OneHouston Financial is an insurance and financial services agency that delivers personalized financial planning and insurance products to individuals, families, and business owners. The firm offers life insurance (term, whole, universal, variable universal, survivorship), retirement planning, business planning, charitable giving strategies, long-term care solutions, and annuities/IRAs, distributed as a general agency appointed with OneAmerica Financial and through OneAmerica Securities, Inc.

Product overview

OneHouston Financial is a financial services agency offering a comprehensive suite of insurance and financial planning products. The company provides life insurance (term, whole, universal, variable universal, and survivorship), retirement planning services, business planning, charitable giving strategies, retiree services including Medicare solutions, and full-service financial planning covering investing, annuities, IRAs, estate planning, and tax strategies. As a general agency appointed with OneAmerica Financial's insurance companies, they offer products distributed through OneAmerica Securities. The core offering is a macroeconomic approach to financial planning that balances growth potential with risk reduction, delivered through personalized roadmaps for individuals, families, and business owners.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Planning
• Life Insurance
• Retirement Planning
• Charitable Giving Strategies
• Retiree Services
• Full-Service Financial Planning
• Long Term Care
• Annuities
• IRAs
• Estate Planning
• Investment Services
• Tax Planning Tax-efficient investment and withdrawal strategies including tax-deferred accounts and tax-efficient investing approaches.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• OneAmerica FinancialcoreChannel Partner/ Reseller/ DistributorOneHouston Financial is a general agency appointed with the insurance companies of OneAmerica Financial. OneAmerica Financial is a mutual organization (no shareholders) with companies tracing foundations back to 1877. The partnership allows OneHouston Financial to offer OneAmerica's insurance and financial products including life insurance, retirement products, and employee benefits. OneAmerica Financial's marketing name encompasses its constituent insurance companies.
• OneAmerica Securities, Inc.coreChannel Partner/ Reseller/ DistributorSecurities offered through OneAmerica Securities, Inc., a Registered Investment Advisor, Member FINRA, SIPC. OneHouston Financial is not an affiliate of OneAmerica Securities but works in coordination to provide securities products to clients. OneAmerica Securities provides Form CRS for client disclosure.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Edward Jones: Large U.S. financial advisory firm operating through independent financial advisors who deliver insurance, investment, and retirement planning to individuals and families. Closely comparable to OneHouston's local-advisor, insurance-integrated wealth planning model, though at much greater scale.
• Woodbury Financial Services: General agency subsidiary of Ameriprise that sells insurance and financial products through independent financial advisors. One of the closest structural analogs to OneHouston, operating as a small/mid-sized general agency distributing carrier products to individuals and business owners.
• Cetera Financial Group: Network of independent financial advisors offering insurance, investment, and retirement planning services through multiple IBDs. Comparable to OneHouston in advisor-led model and insurance/wealth integration, though Cetera advisors are independent contractors rather than carrier-affiliated general agents.
• Ameriprise Financial: Diversified financial services company with a captive advisor channel (including the Woodbury Financial Services general agency) that sells insurance, retirement, and investment products. Comparable to OneHouston in combining insurance distribution with financial planning advice.

Broad incumbents

• Principal Financial Group: Diversified financial services firm offering retirement, insurance, and investment products through financial advisors and employer channels. Comparable to OneHouston in combining retirement, life insurance, and wealth solutions delivered via advisor relationships.
• Guardian Life Insurance Company: Mutual life insurer with a financial representative distribution model offering life, disability, annuities, and wealth management products. Comparable to OneHouston in mutual structure, advisor-led sales, and product mix including retirement and LTC-adjacent solutions.
• MassMutual: Mutual life insurance and financial services company with a general agency distribution model selling life, disability, annuities, and wealth management products. Highly comparable in mutual structure and agency-based distribution to OneAmerica/OneHouston.
• Northwestern Mutual: Large U.S. mutual financial services organization with career financial representatives distributing life insurance, disability income, annuities, and investment products. Comparable to OneHouston in mutual-carrier-aligned, advisor-driven distribution, but at vastly larger scale.
• Lincoln Financial Group: Diversified financial services company offering life insurance, annuities, retirement plans, and wealth management through advisors. Comparable in product breadth (life, annuities, retirement) and advisor-driven distribution to OneHouston's OneAmerica channel.
• New York Life: Mutual life insurer with a career-agent distribution channel delivering life insurance, retirement income, and wealth management products. Comparable to OneHouston in mutual structure and advisor-led insurance and retirement planning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/onehouston-financial

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 Onehouston Financial