DFG

Financial Advisory Servicesdfginv.com

Diversified Financial Group (DFG) is an independent Iowa-based financial advisory firm providing retirement, estate, tax, insurance, and wealth planning services to individuals, families, and small businesses through a network of affiliated advisors across the Midwest and Florida.

Company typePrivate
Founded1990
HeadquartersWest Des Moines, United States
Headcount101–250
GTM typeB2C
OfferingServices

What DFG does

Diversified Financial Group (DFG) is an independent, privately held financial advisory firm headquartered in West Des Moines, Iowa, operating under the broker-dealer and investment advisor Osaic Wealth, Inc. (member FINRA/SIPC). Founded in the early 1990s, the firm provides comprehensive financial planning services—retirement planning, estate conservation, tax planning, insurance solutions, and wealth management—delivered through a network of approximately 16 named affiliated advisors operating from offices across Iowa, Minnesota, Missouri, Illinois, and Florida. The stated client base is primarily individuals and families approaching or in retirement, with a secondary segment of small business owners needing employer-sponsored retirement plans.

DFG does not develop proprietary technology. Its service infrastructure relies on industry-standard third-party platforms including eMoney, Oneview, and eQuipt for client account access, planning, and aggregation. The firm's external differentiation centers on a content platform comprising seven resource centers (Retirement, Estate, Investment, Insurance, Tax, Money, Lifestyle), a glossary of more than 200 financial terms, financial calculators, and a video library—marketed through content-led and referral-driven channels to support client acquisition.

Revenue is generated through financial advisory fees, brokerage commissions on investment and insurance products (mutual funds, ETFs, annuities, life and disability insurance, REITs, etc.), and retirement plan services, in line with the standard independent contractor/registered representative model under Osaic Wealth. The firm does not disclose pricing publicly. DFG operates without external private equity or venture capital ownership and has not disclosed funding rounds, acquisitions, or material leadership changes in the available data.

DFG firmographics

Firmographics

Name: DFG
Legal name: Diversified Financial Group
Website: https://dfginv.com
Company type: Private
Founded year: 1990
Operating status: Operating
Headcount range: 101–250 employees
Short description: Diversified Financial Group (DFG) is an independent Iowa-based financial advisory firm providing retirement, estate, tax, insurance, and wealth planning services to individuals, families, and small businesses through a network of affiliated advisors across the Midwest and Florida.
Ownership category
akta.pro rank

DFG industry classification

Industry

Product category: Financial Advisory Services
NAICS: Portfolio Management and Investment Advice (523940), Finance and Insurance (52)
SIC: Investment Advice (6282)
akta.pro primary industry: Discretionary Portfolio Management (DPM) (FSAAABAC)
akta.pro secondary industry: Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK)

Keywords

Retirement planning services
Financial advisory services
Investment planning services
Estate planning services
Tax management services

Where DFG is headquartered

Location

Headquarters

HQ city: West Des Moines
HQ country: United States
HQ region: North America

Offices9 records

Markets served

DFG business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

Financial Advisory and Planning Fees: DFG generates revenue through financial advisory services including investment planning, retirement strategies, estate planning, insurance, and tax planning. Services are provided through affiliated financial professionals who are registered representatives of Osaic Wealth, Inc., a registered broker-dealer and investment advisory firm.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

DFG product offering

Product offering

Core offering

DFG is an independent financial advisory firm that delivers retirement, investment, estate, insurance, and tax planning services to individuals, families, and small businesses. Services are provided through affiliated financial professionals who are registered representatives of Osaic Wealth, Inc., with the firm operating across Midwest states and Florida and an average affiliate tenure of more than 20 years.

Product overview

Diversified Financial Group (DFG) offers a unified financial advisory platform providing investment planning services with a network of affiliated financial professionals. The core offering includes four main service areas: Investment Services (Mutual Funds, Stocks/Bonds, ETFs, REITs, etc.), Financial Planning (estate, tax, risk management), Insurance Services (annuities, life, disability, long-term care), and Retirement Planning (IRAs, 401(k)s, profit sharing plans). Supporting these core services are seven Resource Centers (Retirement, Estate, Investment, Insurance, Tax, Money, Lifestyle) that provide educational content, articles, calculators, and videos. The firm also offers access to third-party account management platforms (eQuipt, Oneview, eMoney) for client account access.

Differentiator

Problem solved

Functional benefit

Products and services

Retirement Planning Retirement planning services helping individuals and small business clients design retirement income strategies, 401(k)/IRA coordination, and transition-to-retirement plans. Delivered through affiliated financial professionals who are registered representatives of Osaic Wealth, Inc.
Investment Planning Investment advisory and planning services for individuals, families, and small businesses, including investment strategies, asset allocation, and account types offered through Osaic Wealth, Inc.
Estate Planning Estate planning services that integrate wills, beneficiary planning, legacy/wealth transfer strategies, and estate tax considerations with clients' broader financial plans.
Insurance Planning Insurance solutions including life, disability income, and long-term care coverage, supported by affiliated financial professionals and offered through DFG's registered carrier relationships.
Tax Planning and Management Tax planning and management services that coordinate tax-efficient strategies with clients' retirement, investment, and estate plans, delivered by affiliated financial professionals.
Small Business Financial Planning Specialized financial planning services for small business owners and employees, integrating owner retirement, group/employee benefits, and succession considerations with personal planning.

Companies that use DFG

Customer profile

Segments2 records

Ideal customer profiles2 records

DFG technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration3 records

DFG partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

Osaic Wealth, Inc.coreChannel Partner/ Reseller/ DistributorSecurities and investment advisory services offered through Osaic Wealth, Inc., a member of FINRA/SIPC. DFG operates as an affiliated network of financial advisors under this broker-dealer arrangement. Osaic Wealth is separately owned and independent from DFG.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

DFG competitors and assessment

Company assessment

Others

Osaic Wealth, Inc. The actual broker-dealer partner through which DFG offers securities and advisory services — relevant as an ecosystem counterparty and parent-channel context rather than a direct competitor.

Broad incumbents

Raymond James Financial: Diversified wealth management and investment services firm with significant advisor-affiliated channel — comparable service mix (retirement, investment, insurance, estate) at materially larger scale.
Northwestern Mutual: Large insurance-and-wealth hybrid serving individuals with retirement, life insurance, and investment planning — directly comparable integrated planning offering at much larger scale.
Ameriprise Financial: Diversified financial services firm offering comprehensive wealth management, retirement, and insurance — broader incumbent with overlapping service mix and target market.
Edward Jones: Large retail-focused wealth management firm with deep Midwest branch presence and similar target client (mainstream retail/retiree investors) — broader incumbent comparison.
LPL Financial: Largest independent broker-dealer in the U.S. with ~22,000+ advisors — broader incumbent version of DFG's model, providing institutional scale and platform services to affiliated advisors.

Emerging players

Waddell & Reed Financial: Mid-market wealth management firm with similar advisor-channel model and Midwest heritage — comparable size and service mix to DFG, also historically independent before being acquired.

Direct peers

Cetera Financial Group: Independent broker-dealer network serving affiliated financial advisors with retirement, investment, and insurance offerings — directly comparable multi-affiliate RIA model.
Cambridge Investment Research: Large independent broker-dealer and RIA platform supporting affiliated financial advisors with similar independent, non-captive model — directly comparable to DFG's Osaic-affiliated advisor network structure.
Commonwealth Financial Network: Independent broker-dealer and RIA supporting affiliated advisors with comprehensive wealth management services — same operating model and target customer (mid-market individuals/families) as DFG.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

DFG compliance and trust

Trust signal

Compliance5 records

DFG financial estimates

Financial estimate

Revenue estimate

Valuation estimate

DFG leadership team

Management profile

Number of profiles

Profiles16 records

DFG funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

DFG M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DFG

What does DFG do?

Is DFG a public or private company?

DFG is a private company. It is classified as management employee owned and is currently operating.

When was DFG founded?

DFG was founded in 1990. It employs 101 to 250 people.

Where is DFG based?

DFG is headquartered in West Des Moines, United States, in the North America region.

How does DFG make money?

One revenue line is on record: financial Advisory and Planning Fees.

Who are DFG's main competitors?

Osaic Wealth, Inc. is listed as an others. Broad incumbents are Raymond James Financial, Northwestern Mutual, Ameriprise Financial, Edward Jones and LPL Financial. Waddell & Reed Financial is listed as an emerging player. Direct peers are Cetera Financial Group, Cambridge Investment Research and Commonwealth Financial Network.

Does DFG have an API?

No public API is recorded for DFG.

What industry is DFG in?

DFG's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAAABAC, Discretionary Portfolio Management (DPM), with a secondary code of FSAEABAK, Digital/Hybrid Robo-Wealth & Retirement Advisory. Its NAICS code is 523940 and its SIC code is 6282.