Ehlert Financial Group

What Ehlert Financial Group does

Ehlert Financial Group operates in the market as Protected Tomorrows, a niche financial advisory and special needs planning firm founded in 1990 by Mary Anne Ehlert, CFP®, after her family's experience caring for her sister Marcia revealed a gap in available planning resources. The firm delivers personalized Compassionate Financial Advisory and Special Needs Planning services through a structured Comprehensive Process covering benefits optimization, legal option documentation, transition planning, and ongoing advocacy for parents, guardians, and caretakers of individuals with disabilities. Investment advisory services are offered through Simplicity Wealth, LLC, an SEC-registered investment adviser; in 2024, Protected Tomorrows was acquired by Simplicity Group, with the founder transitioning to Partner at Simplicity Group.

The company's product surface combines traditional advisory engagements with community infrastructure: the Parent University Webinars deliver caregiver education, a nationwide Special Needs Care Directory aggregates partner referrals, an On-Demand Coaching platform is positioned as a forthcoming offering, and a Client Portal (client.protectedtomorrows.com) handles existing-client account access. Distribution is community-led and content-driven — including conference speaking, monthly newsletter, on-demand webinar replays, and earned media placement in outlets such as U.S. News & World Report, Reuters, Financial Planning, and InvestmentNews. Registered trademarks (PROTECTED TOMORROWS, MY SPECIAL LIFE, PTLIVE!, PT LIFEPLANNER) anchor brand identity within the disability financial-planning niche.

Revenue is generated through professional services — investment advisory and financial planning fees — with pricing not publicly disclosed and a complimentary no-obligation initial review offered. The primary customer segment is Individuals and Families with Special Needs; a secondary segment targets Corporate Employees and Not-for-Profits seeking special needs planning as part of employee benefits or organizational mission programs. Headquartered at 103 Schelter Road, Suite 10, Lincolnshire, Illinois, the firm operates nationally with a single disclosed office location and no disclosed revenue, headcount, or funding data.

Name

Ehlert Financial Group

Legal name

Protected Tomorrows, Inc.

Website

https://ehlertfinancialgroup.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Ehlert Financial Group (operating as Protected Tomorrows) is a Lincolnshire, Illinois-based financial advisory firm specializing in compassionate financial planning and special needs planning for individuals, families, and caregivers of people with disabilities, offering services through SEC-registered Simplicity Wealth, LLC since its 2024 acquisition by Simplicity Group.

Ownership category

akta.pro rank

Product category

Special Needs Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Finance Services (6199)

akta.pro primary industry

Guardianship, Conservatorship & Special Needs Trust Services (FSAEAKAG)

akta.pro secondary industry

Special Needs & Supplemental Needs Trust Services (FSAAANAJ)

Keywords

• Special needs planning
• Financial advisory services
• Investment advisory
• Caregiver financial planning
• Estate planning

Headquarters

HQ city

Lincolnshire

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Financial Advisory Services: Compassionate financial advisory and special needs planning services offered through SEC-registered investment adviser Simplicity Wealth, LLC. Revenue generated through investment advisory and financial planning fees.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Protected Tomorrows (operating as a DBA of Simplicity Wealth, LLC) provides financial advisory and special needs planning services to families and individuals with disabilities. The firm delivers a structured Comprehensive Process methodology that combines advocacy, education, and planning support, including benefits optimization, legal documentation, transition planning, and ongoing guidance. Services are offered through an SEC-registered investment adviser, with revenue generated from investment advisory and financial planning fees.

Product overview

Protected Tomorrows operates as a financial advisory firm (DBA of Simplicity Wealth, acquired by Simplicity Group in 2024) providing special needs planning services through its core Compassionate Financial Advisory & Special Needs Planning offering. The company delivers services via a structured Comprehensive Process methodology, complemented by educational resources including Parent University Webinars and a Special Needs Care Directory. Additional services include a Client Portal for existing clients and an On-Demand Coaching platform in development.

Differentiator

Problem solved

Functional benefit

Products and services

• Compassionate Financial Advisory and Special Needs Planning The core financial advisory service providing financial planning and guidance specifically designed for families with loved ones who have special needs, focused on alleviating anxieties and ensuring secure futures. Investment advisory services offered through Simplicity Wealth, LLC, an SEC-registered investment adviser.
• Comprehensive Process for Special Needs Planning A structured planning methodology guiding families through the steps needed to secure futures for individuals with special needs, including advocacy, education, and planning support covering financial, benefits, legal, and transition planning.
• Corporate Employees and Not-for-Profits Services

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wealth Enhancement Group: Growing national RIA platform with retirement, estate, and special needs planning capabilities; comparable as an M&A-active acquirer of advisory firms that competes for the same advisor talent and client households.
• Mercer Advisors: National RIA providing comprehensive financial planning, including special needs and trust-based planning, to households across the U.S.; competes for the same households with a multi-advisor, tech-enabled delivery model.
• Edelman Financial Engines: Large national financial planning firm combining advisor-led and digital planning; comparable as a scaled competitor that brings technology-enabled planning delivery to households that might otherwise turn to specialty advisors like Protected Tomorrows.
• Fidelity Investments: One of the largest U.S. wealth managers, publishing extensive special needs planning content and offering wealth management and trust services relevant to special needs families; competes at the top of the funnel where Protected Tomorrows invests in content.
• MassMutual: Major U.S. mutual life insurance and wealth management company with dedicated special needs planning resources for families of individuals with disabilities; competes for the same customer base using a broader product shelf than Protected Tomorrows.
• Carson Group (Carson Wealth): National RIA and coaching platform serving advisors and their clients with holistic financial planning, including special needs scenarios; comparable as a scaled RIA pursuing content-led advisor enablement in adjacent planning niches.
• Northwestern Mutual: Large U.S. life insurance and wealth management firm offering special needs financial planning services through its advisor network; comparable as a broad incumbent that competes for the same special needs family segment with substantially greater scale and brand recognition.
• Charles Schwab: Large broker-dealer and wealth manager offering special needs trust guidance and integrated investment/custody solutions; competes for the same households and has the technology and brand resources to outpace a small specialist on content distribution.
• Creative Planning: Large national RIA serving high-net-worth and specialty-planning households, including special needs and estate planning; comparable as a scaled wealth manager with overlapping fiduciary advisory capabilities and broader product coverage.

Others

• The Special Needs Alliance: National alliance of attorneys and advisors focused on special needs planning, including special needs trusts and public benefits; comparable because it is the leading professional body in the exact niche Protected Tomorrows serves and shapes referral patterns and standards in the space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Ehlert Financial Group