Feller Financial Services
Feller Financial Services is a privately held fiduciary financial advisory firm in Boca Raton, Florida, founded in 2006. It delivers personalized wealth management, retirement planning, and estate strategy to affluent families, professionals, and retirees through its proprietary Feller Road Map™ process, affiliated with Cetera.
- Company typePrivate
- Founded2006
- HeadquartersBoca Raton, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Feller Financial Services does
Feller Financial Services is a privately held, fiduciary financial advisory firm headquartered in Boca Raton, Florida, founded in 2006 by Joshua J. Feller. The firm offers personalized financial planning and wealth management services to affluent families, working professionals, and retirees through its proprietary Feller Road Map™ — a 7-step process that spans accumulation through legacy phases and integrates portfolio management, risk management, estate planning, and tax planning. Client segments are explicitly defined as Flourishing Families, Prospering Professionals / Career Superstars, Thriving Retirees, and FRS Legends, with a stated focus on educators, county and state employees, and South Florida retirees. Service delivery combines face-to-face advisory engagements at the Boca Raton office with virtual/digital infrastructure that extends reach nationally.
The firm's technology stack is centered on the Feller Road Map™ process methodology, Riskalyze-powered risk assessment, and behavioral financial analysis tools, all delivered through Cetera's broker-dealer and registered investment adviser infrastructure. Securities are offered through Cetera Wealth Services, LLC (member FINRA/SIPC), and investment advisory services through Cetera Investment Advisers LLC — a structural affiliation rather than a parent-subsidiary relationship. The firm earns revenue from asset-based advisory fees (AUM %), brokerage commissions on securities transactions, and comprehensive financial planning engagements, with an 11-50 person team that includes CFP®, ChFC®, CRPC®, and AWMA®-credentialed advisors and a CEO-level producer in Joshua Feller (MDRT Top of the Table).
Go-to-market is relationship-led and community-driven: Boca Raton-local face-to-face planning is paired with content marketing (webinars, blog, calculators, Financial Virtues Quiz, Risk Number assessment) and Senior Financial Partner alliances with legal, tax, and insurance professionals to deliver an integrated planning ecosystem. The firm reports 20+ years of continuous operation and several 20+ year client relationships, supported by 2025 Boca Raton Observer Power Players recognition and Circle of Excellence / MDRT Top of the Table credentials at the advisor level.
Feller Financial Services firmographics
Firmographics- Name
- Feller Financial Services
- Legal name
- Feller Financial Services
- Website
- https://fellerfs.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Feller Financial Services is a privately held fiduciary financial advisory firm in Boca Raton, Florida, founded in 2006. It delivers personalized wealth management, retirement planning, and estate strategy to affluent families, professionals, and retirees through its proprietary Feller Road Map™ process, affiliated with Cetera.
- Ownership category
- akta.pro rank
Feller Financial Services industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)
- akta.pro secondary industries
- Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA), Retirement Income Planning & Decumulation Advisory (FSAEABAD)
Keywords
Where Feller Financial Services is headquartered
LocationHeadquarters
- HQ city
- Boca Raton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Feller Financial Services business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Fee-Based Investment Advisory Services: Investment advisory services offered through Cetera Investment Advisers LLC, a registered investment adviser, where advisors work in a fiduciary capacity and receive fees based on assets under management.
- Brokerage Commissions: Securities offered through Cetera Wealth Services, LLC member FINRA/SIPC. Registered Representatives receive transaction-based compensation (commissions) on securities transactions.
- Comprehensive Financial Planning: Personalized financial plans built on portfolio management, risk management, estate planning, and tax planning strategies as part of the Feller Road Map engagement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Fee-based advisory services — asset-based fees |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Feller Financial Services product offering
Product offeringCore offering
Feller Financial Services delivers personalized, fiduciary financial planning and wealth management to families, professionals, and retirees through its proprietary 7-step Feller Road Map™ process, with services spanning portfolio management, retirement planning, risk management, estate planning, and tax planning. Securities are offered through Cetera Wealth Services, LLC (member FINRA/SIPC) and investment advisory services through Cetera Investment Advisers LLC, with educational webinars and behavioral financial analysis supporting client engagement.
Product overview
Feller Financial Services operates as a single, unified financial planning and wealth management advisory firm centered around its proprietary Feller Road Map™ — a disciplined 7-step process guiding clients from accumulation to legacy. The offering consists of four integrated components: The Feller Road Map™ as the core methodology, Personalized Financial Plans built on defined goals, Financial Education through webinars and resources, and Behavioral Financial Analysis to uncover client biases. The firm serves distinct client segments (Flourishing Families, Prospering Professionals, Thriving Retirees, and FRS Legends) through fiduciary financial advisory, with services spanning retirement planning, portfolio management, risk management, estate planning, and tax planning.
Differentiator
Problem solved
Functional benefit
Brands
- Feller Road Map™: Proprietary 7-step financial planning process designed to guide clients from accumulation to legacy, serving as a customized blueprint for retirement, tax planning, and estate goals.
Products and services
- The Feller Road Map™ A proprietary, disciplined 7-step financial planning process that guides clients from accumulation to legacy. The framework defines client financial goals and serves as a customized blueprint for retirement, tax planning, and estate goals, and underpins the firm's portfolio management, risk management, estate planning, and tax planning engagements.
- Personalized Financial Plans Customized financial plans built by defining client financial goals and serving as a comprehensive roadmap for portfolio management, risk management, estate planning, and tax planning decisions for individual clients and families.
- Investment Advisory Services Fee-based, fiduciary investment advisory services offered through Cetera Investment Advisers LLC, a registered investment adviser, where advisors are compensated based on assets under management and select products based solely on client needs.
- Brokerage Services Securities and brokerage services offered through Cetera Wealth Services, LLC, member FINRA/SIPC, where registered representatives receive transaction-based compensation on securities transactions for individual clients.
- Financial Education (Educational Webinars and Resource Library) Webinar series and resource library covering timely financial planning topics including home ownership, Social Security, retirement planning, and education savings, offered to clients and prospects as a content-and-education engagement.
- Behavioral Financial Analysis A guided, supportive solution to help clients understand their unique approach to finances, uncovering the individual and interpersonal biases and virtues that drive financial decisions, integrated into the firm's financial planning offering.
- Risk Number Analysis Interactive risk assessment, powered by Riskalyze, used in discovery sessions and ongoing client reviews to help households understand their true risk tolerance and align portfolio construction.
Quantifiable outcome
- 40,000+ investment offerings filtered to build customized portfolios
- +1 more outcomes
Companies that use Feller Financial Services
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Feller Financial Services technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Feller Financial Services partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Cetera Advisor Networks LLCcoreRichard Koblick joined Cetera Wealth Partners, a division of Cetera Advisor Networks, in 2021 as a result of the merger of Voya Financial Advisors to Cetera. The firm continues to operate under the Cetera affiliated network.
- Cetera Wealth Services, LLCcoreSecurities and brokerage services are offered through Cetera Wealth Services, LLC, a member of FINRA/SIPC. Feller Financial Services operates as an affiliated practice of Cetera, providing investment and advisory services to clients under the Cetera umbrella.
- Cetera Investment Advisers LLCcoreInvestment advisory services are offered through Cetera Investment Advisers LLC, a registered investment adviser. Advisors work in a fiduciary capacity for clients through this affiliation.
- Horowitz Legal PLLCminorIan S. Horowitz, Esq. serves as Senior Financial Partner at Horowitz Legal PLLC, providing estate, gift, federal income, and generation-skipping transfer taxation services, as well as asset protection and international tax matters for shared clients.
- Walser Law FirmminorChrista W. Herman, Esq. serves as Senior Financial Partner at the Walser Law Firm, providing wills, trusts, probate, elder law, and special needs planning services for Feller Financial clients. Offices in Boca Raton and Palm Beach Gardens.
- Stonebridge Insurance AgencyminorAmanda Simms-Castorino, Owner/Agent at Stonebridge Insurance Agency, serves as Senior Financial Partner providing Property and Casualty insurance (Homeowners, Automobile, Business) for shared clients of Feller Financial Services.
- Natalia Nemeth, CPA, EA, CFE, MBAminorCertified Public Accountant providing tax planning and compliance services for individuals, partnerships, corporations, and other businesses. Also a Certified Fraud Examiner and Enrolled Agent with the IRS, serving shared Feller Financial clients.
Scale indicators4 records
Recent moves1 record
Expansion highlights6 records
Feller Financial Services competitors and assessment
Company assessmentDirect peers
- Ameriprise Financial: Large retail wealth management firm offering comprehensive financial planning, retirement, and investment advisory services to mass-affluent households through a national advisor network.
- LPL Financial: Largest independent broker-dealer in the U.S. supporting thousands of affiliated advisors offering wealth management to retail and mass-affluent clients; highly comparable structure to Feller's Cetera affiliation.
- Edward Jones: Large national financial advisory firm with thousands of branch offices serving mass-affluent retail clients with goal-based financial planning; one of the closest analog models to Feller's local-branch, advisor-driven fiduciary approach.
- Cambridge Investment Research: Independent broker-dealer supporting a large network of financial advisors offering both commission-based and fee-based advisory services to retail clients.
- Raymond James Financial Services: Independent contractor advisor network serving retail and mass-affluent clients with fee-based advisory and brokerage offerings; directly comparable business model to Feller's Cetera-affiliated practice.
Broad incumbents
- Charles Schwab Wealth Advisory: Schwab's advisory arm offering goals-based financial planning and investment management to retail and mass-affluent clients with significant digital and human-advisor hybrid delivery.
- Morgan Stanley Wealth Management: Large wirehouse wealth management franchise offering comprehensive financial planning and investment advisory to mass-affluent and HNW individuals; competes for the same retiree/legacy segment in South Florida.
- Merrill Lynch Wealth Management: Bank-owned wealth management franchise serving mass-affluent and HNW households with comprehensive financial planning and investment advisory; broader scale but overlapping target market and offering.
- Cetera Advisor Networks: The host independent advisory network under which Feller operates; analogous practices within Cetera's affiliated offices are the closest comparables in terms of compliance, product shelf, and operational setup.
Emerging players
- Vanguard Personal Advisor Services: Low-cost hybrid robo-plus-advisor service delivering goals-based planning to mass-affluent investors at materially lower fees than traditional RIAs; represents the long-tail competitive threat to firms like Feller.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Feller Financial Services social profiles
Digital presenceFeller Financial Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
Feller Financial Services leadership team
Management profileNumber of profiles
Profiles10 records
Feller Financial Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Feller Financial Services M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Feller Financial Services
What does Feller Financial Services do?
Feller Financial Services delivers personalized, fiduciary financial planning and wealth management to families, professionals, and retirees through its proprietary 7-step Feller Road Map™ process, with services spanning portfolio management, retirement planning, risk management, estate planning, and tax planning. Securities are offered through Cetera Wealth Services, LLC (member FINRA/SIPC) and investment advisory services through Cetera Investment Advisers LLC, with educational webinars and behavioral financial analysis supporting client engagement.
Is Feller Financial Services a public or private company?
Feller Financial Services is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Feller Financial Services founded?
Feller Financial Services was founded in 2006. It employs 11 to 50 people.
Where is Feller Financial Services based?
Feller Financial Services is headquartered in Boca Raton, United States, in the North America region.
How does Feller Financial Services make money?
Three revenue lines are on record. Fee-Based Investment Advisory Services are the primary driver. The others are brokerage Commissions and comprehensive Financial Planning.
Who are Feller Financial Services's main competitors?
Direct peers on record are Ameriprise Financial, LPL Financial, Edward Jones, Cambridge Investment Research and Raymond James Financial Services. Broad incumbents are Charles Schwab Wealth Advisory, Morgan Stanley Wealth Management, Merrill Lynch Wealth Management and Cetera Advisor Networks. Vanguard Personal Advisor Services is listed as an emerging player.
Does Feller Financial Services have an API?
No public API is recorded for Feller Financial Services.
What industry is Feller Financial Services in?
Feller Financial Services's product category is Wealth Management. Its primary akta.pro industry code is FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent), with a secondary code of FSAAAAAA, Full-Service Retail Brokerage & Wealth Platforms. Its NAICS code is 523940 and its SIC code is 6282.