Feller Financial Services

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.

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

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

• Financial planning services
• Wealth management advisory
• Retirement income planning
• Estate planning services
• Fiduciary investment advisory

Headquarters

HQ city

Boca Raton

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, Infrastructure

Revenue model

1. 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.
2. Brokerage Commissions: Securities offered through Cetera Wealth Services, LLC member FINRA/SIPC. Registered Representatives receive transaction-based compensation (commissions) on securities transactions.
3. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Cetera Advisor Networks LLCcoreTechnology or Integration · 1 January 2021Richard 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, LLCcoreTechnology or IntegrationSecurities 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 LLCcoreTechnology or IntegrationInvestment 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 PLLCminorImplementation/ SI/ Consulting PartnerIan 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 FirmminorImplementation/ SI/ Consulting PartnerChrista 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 AgencyminorImplementation/ SI/ Consulting PartnerAmanda 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, MBAminorImplementation/ SI/ Consulting PartnerCertified 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

Direct 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

• Xx.com/fellerfinancial
• Facebookfacebook.com/FellerFinancialServices
• LinkedInlinkedin.com/company/feller-financial-services

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Feller Financial Services