Compass Financial Group

What Compass Financial Group does

Compass Financial Group is a privately held, family-owned independent Registered Investment Adviser (RIA) headquartered in Sioux Falls, South Dakota, that has operated continuously in the local market for over 35 years (since approximately 1989). The firm provides holistic financial planning services through a team of six advisers — John Haller (President), Jesse Haller (Partner and Co-Founder), Jasen Haller (Partner and Adviser), Caleb Shives (Partner), Ashley Tucker, and Zeke Klosterman — supported by five administrative and operations staff, totaling 11 or more employees. All advisory staff hold the CERTIFIED FINANCIAL PLANNER (CFP) designation, with most carrying additional credentials (ChFC, RICP, CRPC, AWMA, CLU) and FINRA Series 7, 65, and 66 licenses.

The firm's core offerings span investment advisory services (access to mutual funds and ETFs from Vanguard, T. Rowe Price, American Funds, and Charles Schwab), retirement account management (Traditional IRA, Roth IRA, SIMPLE IRA, SEP IRA, 401(k), 403(b), Profit Sharing, Cash Balance plans), insurance product distribution (life, long-term care, disability, health, Medicare supplements), and estate planning documentation (powers of attorney, healthcare directives, living wills, wills, trusts) delivered via partnership with local attorneys. The technology backbone relies on Charles Schwab as the primary third-party custodian, Vanguard as the 401(k) platform provider, a proprietary client web portal hosted at myadvisorlink.com, and a proprietary mobile application (CFG App) available on iOS and Android. The firm is a registered SmartVestor Pro through the Dave Ramsey SmartVestor referral program, with Jesse and Jasen Haller holding the designation.

Compass operates a fee-based compensation model where advisory revenue is structured as a percentage of assets under management, eliminating upfront loads, surrender fees, and trade commissions and aligning firm incentives with client portfolio growth. Additional revenue streams include insurance commissions earned through independent agent relationships with multiple South Dakota carriers and fees for employer-sponsored plan administration and advisory. Customer acquisition is driven primarily by Dave Ramsey SmartVestor referrals, client referrals and word-of-mouth, and in-person consultations from the single Sioux Falls headquarters at 4300 South Louise Ave #300. The customer base spans individual investors and families (primary segment), employers and business owners seeking retirement plans, and insurance purchasers; the geographic scope is regional within the Midwest U.S. Ownership and operating control remain concentrated within the Haller family, with no parent company, institutional investors, or subsidiaries reported.

Name

Compass Financial Group

Legal name

Compass Financial Group, INC

Website

https://compassfin.net

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Compass Financial Group is a family-owned independent Registered Investment Adviser in Sioux Falls, South Dakota, providing fee-based financial planning, retirement advisory, insurance, and employer-sponsored plan services to individual investors, families, employers, and small businesses across the Midwest U.S.

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

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industries

Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA), Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE), Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF), Investment Management Advisory (RIA) (FSAEAAAB)

Keywords

• Financial planning services
• Retirement planning
• Investment advisory
• Estate planning
• Insurance products

Headquarters

HQ city

Sioux Falls

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Fees: Fee-based compensation model where Compass Financial Group charges fees based on a percentage of assets under management (AUM). This model eliminates upfront load fees, surrender fees, and trade commissions, with fees motivated by client portfolio growth.
2. Insurance Products and Services: Life insurance, long-term care insurance, disability insurance, health insurance, and Medicare supplements offered through independent agents with access to multiple insurance carriers in South Dakota.
3. Employer Sponsored Plan Services: 401(k), 403(b), SIMPLE IRA, SEP IRA, and Profit Sharing Plan administration and advisory services, utilizing Charles Schwab for SIMPLE IRAs and Vanguard for 401(k) platforms.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Compass Financial Group is a locally-owned, independent Registered Investment Adviser (RIA) that delivers holistic financial planning, investment advisory, insurance, and estate planning services. The firm provides access to thousands of mutual funds and ETFs through custodians including Charles Schwab and Vanguard, and offers employer-sponsored retirement plan administration. As an independent RIA, the firm operates on a fee-based compensation model tied to assets under management with no upfront loads or trade commissions.

Product overview

Compass Financial Group operates as a locally-owned, independent Registered Investment Adviser (RIA) offering holistic financial planning and investment advisory services. The firm provides a unified financial planning approach encompassing investment management (access to thousands of mutual funds and ETFs from Vanguard, T. Rowe Price, American Funds, and Charles Schwab), insurance products (life, long-term care, disability, health, and Medicare supplements), and estate planning. The core investment platform is supplemented by employer-sponsored retirement plans (401(k), 403(b), SIMPLE IRA, SEP IRA) utilizing Charles Schwab and Vanguard platforms. Additional services include Dave Ramsey SmartVestor Pro referrals and Financial Peace University resources. The firm emphasizes fee-based compensation tied to assets under management and fiduciary responsibility to clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Services Holistic financial planning covering investments, insurance needs, and broader financial guidance. Includes personalized financial and estate planning tailored to individual client goals, delivered by CFP-certified advisers.
• Investment Advisory Services Independent RIA services providing access to thousands of mutual funds and ETFs from providers including Vanguard, T. Rowe Price, American Funds, and Charles Schwab, with portfolio management for Individual, Joint, IRA, Roth IRA, SIMPLE IRA, SEP IRA, 529 Plan, and other account types.
• Employer Sponsored Plans Retirement plan administration and advisory including 401(k), 403(b) with or without ERISA, SIMPLE IRA, SEP IRA, Profit Sharing Plans, and Cash Balance Plans. Utilizes Charles Schwab for SIMPLE IRAs and Vanguard for 401(k) platforms, and includes employee education and plan selection guidance.
• Life Insurance Term life insurance products offered through independent agency relationships with multiple carriers, providing customized coverage at competitive prices with conversion options for individuals and families.
• Estate Planning Services

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• Charles SchwabcoreTechnology or IntegrationCharles Schwab is one of the largest brokerage firms in the United States and serves as the primary custodian for Compass Financial Group's client assets. The firm chose Schwab after exploring many options, and Schwab provides brokerage services and platform access. The majority of client investments are held with Charles Schwab, providing safety measures and system of checks and balances.
• VanguardcoreTechnology or IntegrationCompass Financial Group utilizes Vanguard's 401(k) platform for employer-sponsored retirement plans, citing Vanguard's low fees and well-maintained platform. The firm offers Vanguard Target Retirement funds, some of the top-rated funds available, through a longstanding relationship with Vanguard.
• Ramsey Solutions (Dave Ramsey SmartVestor)coreGTM or Marketing PartnerJesse Haller and Jasen Haller are SmartVestor Pros through Ramsey Solutions' program. The SmartVestor program is an advertising and referral service connecting investment professionals with consumers seeking financial guidance. Compass Financial pays Ramsey Solutions $400 monthly membership fee plus $700 monthly territory fee for referrals.
• Multiple Insurance CarrierscoreChannel Partner/ Reseller/ DistributorCompass Financial Group operates as independent insurance agents with access to nearly every insurance company doing business in South Dakota. This includes life insurance, long-term care, disability, health, and Medicare supplement carriers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ameriprise Financial: National diversified financial services firm offering financial planning, investments, insurance, and retirement products through a network of independent advisors. Directly comparable to Compass's holistic planning model, though with a much larger advisor base and broader product shelf.
• Raymond James Financial Services: Independent broker-dealer and RIA platform offering financial planning, retirement, and investment services through a national advisor network. Comparable to Compass on independent RIA positioning and holistic financial services, but with significantly broader geographic reach.
• Edward Jones: Large national broker-dealer with a localized office model serving individual investors and families through CFP-style financial planning, retirement, and insurance services. Comparable to Compass in target customer and holistic planning approach, but at vastly greater scale and with proprietary product ties.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of independent RIAs and financial advisors with custody, technology, and compliance infrastructure. Comparable to Compass's independent RIA model, though LPL operates at platform scale serving many firms.
• Northwestern Mutual: Mutual insurer with a vast captive advisor network delivering holistic financial planning, life insurance, disability income, and investment advisory services to individuals and business owners. Comparable to Compass's combined investment + insurance planning offering, but with proprietary insurance products.

Direct peers

• Carson Group: Independent RIA and coaching/consulting platform that partners with financial advisors to deliver holistic financial planning and investment management. Comparable to Compass as an independent advisor-led RIA, though Carson provides tech, coaching, and M&A support to affiliated firms.
• Cetera Financial Group: Independent broker-dealer/RIA platform supporting independent financial advisors with practice management, technology, and custody. Directly comparable to Compass as a mid-size independent RIA platform, though Cetera operates at multi-firm scale.
• Mariner Wealth Advisors: Large independent RIA offering comprehensive financial planning, investment management, estate planning, and tax services to individuals and institutions. Comparable to Compass's holistic planning model and fee-based RIA structure, though at significantly greater scale.
• Cambridge Investment Research: Independent broker-dealer supporting a national network of financial advisors with financial planning, retirement, and insurance solutions. Comparable to Compass on independent advisor-led model and holistic planning, though with substantially larger affiliated advisor count.
• Creative Planning: Large independent RIA offering fee-based financial planning, investment management, retirement, and estate planning services to individuals and families nationwide. Comparable to Compass as a comprehensive fee-only RIA, though with significantly larger AUM and multi-office footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CompassFin

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Compass Financial Group