Hulbert Financial Group

What Hulbert Financial Group does

Hulbert Financial Group is a privately held financial advisory firm headquartered in Latham, New York, founded in 1989 by Mark Hulbert to assume the client book of his father, Matt Hulbert Sr., a 40+ year Equitable agent. The firm operates as a holistic planning practice serving individuals, families, and businesses nationwide through a five-person team comprising the founder/owner, a CFP professional, client management, and supporting staff. Its service portfolio spans three core lines: Financial & Retirement Planning, Insurance Services (disability, life, long-term care), and Wealth Management Services, all delivered via a proprietary 6-Step Planning Process that covers goal establishment, information gathering, financial status evaluation, plan development, plan implementation, and ongoing monitoring.

The firm does not develop proprietary technology or software products. Client account registration, online access, and management are handled entirely through Equitable Advisors, LLC's platform, which functions as the broker-dealer and SEC-registered investment advisor. Securities, investment advisory products, and annuities/insurance are correspondingly offered through Equitable Advisors, LLC and Equitable Network, LLC respectively; the firm explicitly discloses it is not owned or operated by Equitable. Marketing and distribution are relationship-led: the firm relies on direct inquiry, referrals from long-tenured clients (17-year average relationship length), and professional referrals from affiliated mortgage and property/casualty insurance partners. No social media channels, apps, or APIs are disclosed.

Revenue is generated through three streams — fee-based financial planning and advisory services (recurring), investment management fees on customized portfolios (recurring), and commissions on insurance products. Pricing is quote-based and not publicly disclosed. The firm operates in regulatory compliance under FINRA, SIPC, and SEC-registered investment advisor frameworks through its Equitable partnership.

Name

Hulbert Financial Group

Legal name

Hulbert Financial Group

Website

https://hulbertfinancialgroup.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Hulbert Financial Group is a private financial advisory firm in Latham, NY, founded in 1989, delivering holistic financial planning, wealth management, and insurance advisory services to individuals, families, and businesses nationwide through a 5-person team and its Equitable Advisors brokerage affiliation.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

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

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industries

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB), Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

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

Headquarters

HQ city

Latham

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, Others

Revenue model

1. Financial Advisory & Planning Services: The firm generates revenue through fee-based financial planning and advisory services. They work with individuals, families, and businesses to create customized financial plans. Upon plan delivery, when clients decide to work with them to implement recommendations, they provide appropriate products through their broker-dealer, Equitable Advisors, LLC.
2. Insurance Products: Revenue is generated from insurance products including disability insurance, life insurance, and long-term care insurance offered through Equitable Network, LLC.
3. Investment Management: The firm provides investment management services with portfolios customized to each client's unique goals and financial situation, generating revenue through investment advisory fees facilitated through Equitable Advisors, LLC.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Hulbert Financial Group is a holistic financial advisory firm delivering personalized financial and retirement planning, wealth management, and insurance advisory services to individuals, families, and small/mid-size businesses across the United States. Services are produced through a proprietary 6-step advisory process and implemented via affiliated broker-dealer Equitable Advisors, LLC and insurance carrier Equitable Network, LLC.

Product overview

Hulbert Financial Group operates as a holistic financial advisory firm offering a unified advisory service rather than discrete software products. The core offering is Financial & Retirement Planning, supplemented by Insurance Services (covering disability, life, and long-term care insurance) and Wealth Management Services for investment portfolio management. All services are delivered through a structured 6-Step Planning Process that encompasses planning areas including budgeting, college planning, estate planning strategies, health and long-term care planning, inheritance planning, managing debt, retirement planning, and tax planning strategies. Products are implemented in partnership with broker-dealer Equitable Advisors, LLC.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial & Retirement Planning Comprehensive financial and retirement planning service that helps individuals, families, and businesses define financial goals, create customized action plans, and implement strategies designed to grow savings, protect assets, save on taxes, and provide retirement income.
• Insurance Services Insurance advisory services covering disability insurance, life insurance, and long-term care insurance — including evaluation, recommendations, and placement through Equitable Network, LLC.
• Wealth Management Services Investment management services that develop customized investment portfolios tailored to each client's unique goals and risk tolerance, with ongoing market monitoring, portfolio adjustments, and investment advisory fees facilitated through Equitable Advisors, LLC.

Quantifiable outcome

• 17-year average client relationship length demonstrates strong retention and satisfaction
• +1 more outcomes

Segments2 records

Ideal customer profiles4 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.

• Equitable Advisors, LLCcoreChannel Partner/ Reseller/ DistributorHulbert Financial Group offers securities through Equitable Advisors, LLC, a FINRA member broker-dealer and SEC-registered investment advisor. The firm provides investment advisory products and services through this partnership. Equitable Advisors is headquartered in NY, NY. Financial professionals are licensed and registered through this channel partner. The website notes clients can access their Equitable Advisors accounts online.
• Equitable Network, LLCcoreChannel Partner/ Reseller/ DistributorHulbert Financial Group offers annuity and insurance products through Equitable Network, LLC. Equitable Network Insurance Agency of California, LLC handles operations in California; Equitable Network Insurance Agency of Utah, LLC in Utah; and Equitable Network of Puerto Rico, Inc. in Puerto Rico.
• Mortgage Broker PartnersminorImplementation/ SI/ Consulting PartnerIn their financial planning process, Hulbert Financial Group refers clients to mortgage brokers for analyzing credit situations when determining whether to pay off liabilities or refinance. These are professional relationships for comprehensive financial planning support.
• Property and Casualty Insurance PartnersminorImplementation/ SI/ Consulting PartnerThe firm maintains relationships with professionals in car/homeowners and liability insurance areas, providing referral lists for clients needing these services. Note: Equitable Advisors and its affiliates do not provide property, casualty, mortgage or lending advice.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ameriprise Financial: Diversified financial services firm with a large independent advisor channel delivering holistic financial planning, investment, and insurance solutions — same integrated model and similar target client (individuals, families, small businesses).
• MassMutual: Mutual financial services firm offering wealth management, retirement planning, and life/disability/long-term care insurance through affiliated advisors — the same planning-led, insurance-integrated value proposition Hulbert offers.
• New York Life: Mutual insurer with a vast agent/advisor network delivering holistic financial planning, retirement, and insurance solutions through career advisors — directly comparable product mix and relationship-based distribution.
• Northwestern Mutual: Large U.S. financial services firm combining holistic financial planning, retirement planning, and insurance (life, disability, long-term care) — closely mirroring Hulbert Financial Group's integrated planning + insurance model, though at vastly larger scale.
• Edward Jones: National financial advisory firm focused on individual investors and small businesses, offering financial planning, retirement planning, and investment services through a large branch network — comparable target client and holistic planning model.

Broad incumbents

• Raymond James Financial Services: Diversified financial services firm with a large independent advisor channel providing financial planning, investment, and wealth management to individuals — comparable affiliation-based advisory model.
• Equitable Advisors: The broker-dealer and RIA platform through which Hulbert Financial Group operates; comparable as the parent-affiliated channel but at vastly larger scale and across multiple product lines.
• Commonwealth Financial Network: Independent broker-dealer/RIA platform serving independent financial advisors offering holistic planning and investment services — comparable to the Equitable-affiliated operating model HFG uses.
• Cetera Financial Group: Independent broker-dealer and RIA platform supporting affiliated advisors who deliver financial planning, investment, and insurance services — same broker-dealer-affiliated delivery model as HFG.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of independent advisors who offer financial planning, investment, and insurance — directly comparable platform-and-affiliated-advisor business model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hulbert-financial-group

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Hulbert Financial Group