North Florida Financial
North Florida Financial is a Tallahassee-based financial advisory firm serving individual investors and pre-retirees with retirement, investment, estate, insurance, and tax planning delivered through licensed advisors and Park Avenue Securities LLC, now operating as part of Strategic Wealth Specialists under Guardian Life.
- Company typePrivate
- Founded1970
- HeadquartersTallahassee, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What North Florida Financial does
North Florida Financial is a privately held financial advisory firm founded in 1970 and headquartered at 1700 Summit Lake Drive, Suite 200, Tallahassee, FL, serving individuals and families across the North Florida / Southeast United States region. The firm delivers holistic personal financial planning across six practice areas: retirement planning, investment management, estate planning, insurance needs analysis, tax strategies, and lifestyle financial decisions (including Social Security optimization and required minimum distributions). Its client-facing platform is built on FMG Suite's content management system, providing educational articles, videos, and a library of interactive calculators (annuity comparison, 401(k) projections, RMD estimators, Social Security tax estimators, life and long-term care insurance needs, and rent-vs-buy analysis) used for client education and lead generation.
The firm's revenue model is fee-based recurring financial advisory services delivered through licensed financial professionals via direct, personalized relationships. Securities products and advisory services are offered through Park Avenue Securities LLC (PAS), a registered broker-dealer and FINRA/SIPC member that is a wholly owned subsidiary of Guardian Life Insurance Company of America. North Florida Financial itself is not an affiliate or subsidiary of PAS or Guardian; it operates as an agency-style practice under Strategic Wealth Specialists, an agency of Guardian. Pricing is not publicly disclosed and is structured per client by the assigned financial professional on an annual engagement basis.
The company has been acquired and integrated into Strategic Wealth Specialists, with the northfloridafinancial.com website now redirecting clients to strategicwealthspecialists.com. The Tallahassee office continues to serve as the operational hub, and the firm maintains phone (850.562.9075 / 888.562.9075) and email ([email protected]) channels for client contact. No proprietary technology stack beyond the FMG Suite CMS, no AI/ML capabilities, no patents or trademarks, and no public funding or revenue disclosures are present in the available data.
North Florida Financial firmographics
Firmographics- Name
- North Florida Financial
- Legal name
- North Florida Financial
- Website
- https://northfloridafinancial.com
- Company type
- Private
- Founded year
- 1970
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- North Florida Financial is a Tallahassee-based financial advisory firm serving individual investors and pre-retirees with retirement, investment, estate, insurance, and tax planning delivered through licensed advisors and Park Avenue Securities LLC, now operating as part of Strategic Wealth Specialists under Guardian Life.
- Ownership category
- akta.pro rank
North Florida Financial industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Fee-Based Advisory (FSAEAAAM)
- akta.pro secondary industry
- Comprehensive Financial Planning (FSAEAAAA)
Keywords
Where North Florida Financial is headquartered
LocationHeadquarters
- HQ city
- Tallahassee
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
North Florida Financial business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Financial Advisory Services: Fee-based financial advisory services offered through licensed financial professionals. Securities products and advisory services are provided through Park Avenue Securities LLC (PAS), a registered broker-dealer and investment advisory firm.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Individual financial planning services |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
North Florida Financial product offering
Product offeringCore offering
North Florida Financial provides fee-based financial advisory services to individuals and families, covering retirement planning, investment management, estate planning, insurance needs analysis, tax strategies, and money management. Services are delivered through licensed financial professionals, with securities products and advisory services offered through Park Avenue Securities LLC. The firm also operates a content-rich resource center with interactive calculators and educational articles to support client financial decision-making.
Product overview
North Florida Financial offers a financial advisory and education platform providing web-based calculators and informational resources across six core service areas: retirement planning, investment management, estate planning, insurance, tax strategies, and lifestyle financial decisions. The platform is built on FMG Suite's content management system and provides interactive calculators, educational articles, and video content to help individuals plan their financial futures. The company has recently merged with Strategic Wealth Specialists and operates as an agency of Guardian Life Insurance Company of America.
Differentiator
Problem solved
Functional benefit
Products and services
- Retirement Planning Personalized retirement income planning covering qualified retirement plans, Social Security optimization, 401(k) and IRA strategies, annuities, and required minimum distributions for individuals and pre-retirees.
- Investment Management Portfolio management and investment strategy services for individual investors, including asset allocation, college savings, dividend and compound interest planning, and investment comparisons.
- Estate Planning Estate preservation and transfer strategy guidance covering wills, digital estate management, estate valuation, and wealth transfer planning for individuals and families.
- Insurance Planning Insurance needs analysis covering life insurance, long-term care, disability, and health insurance planning to protect individual and family financial well-being.
- Tax Planning Strategies Tax-efficient strategy advisory covering federal capital gains, Social Security tax estimation, tax bracket planning, and retirement account distribution strategies for individuals.
- Financial Education Resource Center Online resource center providing interactive financial calculators, educational articles, and videos covering retirement, investment, estate, insurance, tax, and lifestyle financial topics for individual clients and prospects.
Companies that use North Florida Financial
Customer profileSegments1 record
Ideal customer profiles1 record
North Florida Financial technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
North Florida Financial partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Strategic Wealth SpecialistscoreNorth Florida Financial has merged into Strategic Wealth Specialists, which is an agency of The Guardian Life Insurance Company of America. The combined entity continues to serve clients with comprehensive financial planning services.
- Park Avenue Securities LLC (PAS)coreSecurities products and advisory services are offered through Park Avenue Securities LLC, member FINRA and SIPC. PAS is a wholly owned subsidiary of Guardian Life Insurance Company of America.
- Guardian Life Insurance Company of AmericacoreStrategic Wealth Specialists is an agency of Guardian Life Insurance Company of America, New York, NY. Guardian provides insurance products and backing for the advisory services offered.
- FINRAminorFinancial Industry Regulatory Authority - regulatory body that oversees broker-dealers. Park Avenue Securities LLC is a member of FINRA.
Scale indicators1 record
Recent moves5 records
Expansion highlights3 records
North Florida Financial competitors and assessment
Company assessmentBroad incumbents
- LPL Financial: Largest independent broker-dealer in the US, supporting thousands of advisor-led practices with technology, compliance, and a broad product shelf — comparable in role to North Florida Financial's reliance on Park Avenue Securities but at far broader scale.
- Park Avenue Securities LLC: Wholly owned Guardian subsidiary broker-dealer through which North Florida Financial's securities and advisory services are delivered. Functions as the platform/infrastructure provider for the firm and comparable Guardian-affiliated agencies nationwide.
Direct peers
- Ameriprise Financial: Advisor-led wealth management and planning platform offering retirement, investment, insurance, and holistic financial planning for individuals and families — overlapping core services and target segments with North Florida Financial.
- Cetera Financial Group: Independent advisor-focused broker-dealer and RIA platform supporting advisor firms with technology, compliance, and product access — relevant peer for North Florida Financial given the firm's reliance on its broker-dealer infrastructure (Park Avenue Securities).
- Raymond James Financial: Diversified financial-services firm with a large independent contractor advisor network offering investment, retirement, tax, and estate planning to individuals — comparable to North Florida Financial's advisor-driven retail wealth model.
- Commonwealth Financial Network: Independent broker-dealer supporting a national network of financial advisors offering planning, investment, retirement, and insurance services to individuals — comparable independent-advisor model to North Florida Financial.
- Edward Jones: Large US financial-services firm built around a national network of local branch advisors serving individuals with retirement, investment, and insurance planning — directly comparable model, scale, and target client to North Florida Financial.
- Strategic Wealth Specialists: The Guardian-affiliated agency into which North Florida Financial was merged. Operates the same advisor-led model offering comprehensive financial planning through Park Avenue Securities, making it the most direct structural peer by business model and product stack.
- Northwestern Mutual: Hybrid insurance-and-investment advisory firm with a national field force providing comprehensive financial planning, retirement, and insurance solutions for individuals — comparable to the integrated planning/insurance model at North Florida Financial.
Emerging players
- Waddell & Reed Financial (now part of Macquarie): Long-standing financial planning and investment firm historically built around a large advisor channel serving individual investors with retirement, investment, and financial planning — comparable legacy model to North Florida Financial though now operating at significantly larger scale under Macquarie.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
North Florida Financial financial estimates
Financial estimateRevenue estimate
Valuation estimate
North Florida Financial leadership team
Management profileNumber of profiles
North Florida Financial funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
North Florida Financial 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 North Florida Financial
What does North Florida Financial do?
North Florida Financial provides fee-based financial advisory services to individuals and families, covering retirement planning, investment management, estate planning, insurance needs analysis, tax strategies, and money management. Services are delivered through licensed financial professionals, with securities products and advisory services offered through Park Avenue Securities LLC. The firm also operates a content-rich resource center with interactive calculators and educational articles to support client financial decision-making.
Is North Florida Financial a public or private company?
North Florida Financial is a private company. It is classified as corporate owned and is currently acquired.
When was North Florida Financial founded?
North Florida Financial was founded in 1970. It employs 51 to 100 people.
Where is North Florida Financial based?
North Florida Financial is headquartered in Tallahassee, United States, in the North America region.
How does North Florida Financial make money?
One revenue line is on record: financial Advisory Services.
Who are North Florida Financial's main competitors?
Broad incumbents on record are LPL Financial and Park Avenue Securities LLC. Direct peers are Ameriprise Financial, Cetera Financial Group, Raymond James Financial, Commonwealth Financial Network, Edward Jones, Strategic Wealth Specialists and Northwestern Mutual. Waddell & Reed Financial (now part of Macquarie) is listed as an emerging player.
Does North Florida Financial have an API?
No public API is recorded for North Florida Financial.
What industry is North Florida Financial in?
North Florida Financial's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEAAAM, Fee-Based Advisory, with a secondary code of FSAEAAAA, Comprehensive Financial Planning. Its NAICS code is 523940 and its SIC code is 6282.