Alliance Wealth Management

What Alliance Wealth Management does

Alliance Wealth Management, LLC is an independent Registered Investment Advisor founded in 2011 in Carbondale, Illinois, and currently owned by financial advisors Brad Wills (CFP®) and John Alongi, who purchased the firm from founder Jeff Rose in 2019. The firm delivers holistic financial planning services — covering financial, retirement, investment, asset management, educational, insurance, and 401(k) rollover planning — to individual and family households as well as small business owners, primarily across Southern Illinois with registered reach into ten U.S. states.

The firm's underlying technology is industry-standard rather than proprietary: planning and portfolio construction rely on LPL Financial's broker-dealer infrastructure, account access, and research publications, with no in-house platforms, mobile app, or API integrations disclosed. Service delivery combines office-based consultations at 115 S. Washington Street in Carbondale with an embedded advisory presence at State Bank of Whittington, supported by a Director of Client Relations and a refer-a-friend program as the primary acquisition channel.

Revenue is generated through two streams: commission-based securities transactions executed through John Alongi's LPL Financial registered representative registration, and recurring fee-based investment advisory services. Pricing is not publicly disclosed beyond a complimentary one-hour initial consultation; specific advisory fees and commission schedules are detailed in the firm's ADV Part 2A. Customer acquisition is consultative and relationship-driven, with marketing anchored on client referrals, educational website content, and the bank partnership.

Name

Alliance Wealth Management

Legal name

Alliance Wealth Management, LLC

Website

https://alliancewealthmgmt.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Alliance Wealth Management is an independent Registered Investment Advisor in Carbondale, Illinois, offering holistic financial, retirement, investment, asset management, educational, and insurance planning to individuals, families, and small business owners across ten U.S. states via LPL Financial.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industries

Financial Planning–Led RIAs (FSAAACAB), Portfolio Management–Led RIAs (Discretionary/Model-Based) (FSAAACAC), Investment Management Advisory (RIA) (FSAEAAAB)

Keywords

• Financial planning services
• Retirement planning
• Investment advisory
• Wealth management
• Asset management

Headquarters

HQ city

Carbondale

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Commission-based Investing: John Alongi is described as a registered securities representative with LPL Financial, offering traditional commission-based investing services where clients pay transaction-based commissions for investment products.
2. Fee-based Advisory Services: As a registered investment advisor representative, John Alongi offers fee-based planning and advisory services, typically charging ongoing fees for financial planning and portfolio management rather than per-transaction commissions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Alliance Wealth Management is an independent Registered Investment Advisor (RIA) that delivers comprehensive financial planning and wealth management services to individual and family clients. Its core offerings span financial planning, retirement planning, investment planning, asset management, educational planning, insurance planning, and guided 401k rollovers, executed through a discovery-strategy-implementation-monitoring process. Securities transactions are carried out through its broker-dealer partner LPL Financial.

Product overview

Alliance Wealth Management is a financial advisory firm offering a suite of integrated wealth management services. The core offerings include Financial Planning, Retirement Planning, Investment Planning, Asset Management, Educational Planning, Insurance Planning, and 401k Rollovers. These services work together as a comprehensive financial planning approach—starting with discovery and goal-setting, progressing through strategic planning and implementation, and continuing with ongoing monitoring and reviews to address clients' short, medium, and long-term financial objectives.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Comprehensive financial planning service covering saving, budgeting, investing, tax planning, insurance planning, retirement planning, and estate planning, executed through a discovery, strategizing, implementation, and monitoring approach for individual and family clients.
• Retirement Planning Long-term retirement planning service using a life-cycle approach to help clients plan for retirement income, safeguard assets, and prepare for legacy through personalized strategies and ongoing reviews.
• Investment Planning Investment planning service focused on understanding client financial goals, analyzing current portfolios, proposing personalized investment strategies, implementing plans, and ongoing monitoring with emphasis on diversification and long-term focus.
• Asset Management Asset management service that helps clients determine financial objectives, choose an optimal asset mix, create strategic and tactical asset allocation plans, build portfolios, and manage risk through ongoing monitoring and reporting.
• Educational Planning Education planning service that helps families navigate higher education costs through 529 Plans, Prepaid Tuition Plans, and Coverdell Education Savings Accounts, providing tax-advantaged strategies for educational funding.
• Insurance Planning Insurance planning service covering comprehensive review of existing plans, life insurance, annuities, critical illness protection, disability and long-term care protection, travel insurance, and estate planning through insurance products.
• 401k Rollovers Guided IRA rollover service from employer-sponsored retirement plans, providing educational information on rollover options, pros and cons of different rollover strategies, and direct support from LPL Financial advisors.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• LPL FinancialcoreChannel Partner/ Reseller/ DistributorSecurities are offered through LPL Financial, Member FINRA/SIPC. Alliance Wealth Management is an independent RIA supported by LPL Financial, the nation's leading independent broker-dealer. Insurance products are also offered through LPL Financial or its licensed affiliates. The firm also offers online rollover services through LPL's guided wealth platform.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Cetera Financial Group: Independent retail wealth management platform supporting independent RIAs and financial advisors. Affiliated firms are direct comparables in size, structure, and service mix.
• Commonwealth Financial Network: Independent broker-dealer and RIA-support platform similar to LPL Financial. Its affiliated advisor practices compete head-to-head with Alliance Wealth Management for the same independent-advisor talent and client base.
• Cambridge Investment Research: Independent broker-dealer/RIA platform with affiliated practices that match Alliance's profile: small team, fee + commission, community-anchored independent advisory model.
• LPL Financial: Although LPL Financial is the broker-dealer that supports Alliance Wealth Management rather than a competitor, it is the most direct peer because Alliance is an independent RIA built on LPL's platform — many other LPL-supported advisor practices are comparable in size, model, and revenue mix.

Broad incumbents

• Edward Jones: Large-scale retail wealth management franchise with a branch model that targets the same small-town, retail-investor market as Alliance Wealth Management, with a much broader geographic footprint and brand recognition.
• Northwestern Mutual: Large incumbent in financial planning, insurance, and investment advisory with a strong footprint in the Midwest. Competes with Alliance for the same holistic-financing-planning narrative, though via a captive advisor model.
• Stifel Financial: Full-service brokerage and wealth management firm that competes with Alliance for retail and retirement planning clients, particularly through its regional offices in the Midwest.
• Raymond James Financial: Diversified financial services firm with a large independent-advisor channel. Affinity Financial Group-style affiliates are direct comparables in the financial planning and retirement category.

Others

• Orion Advisor Solutions: Wealthtech infrastructure provider to RIAs, similar to how LPL Financial supports Alliance. Comparable as an ecosystem participant rather than a direct competitor for clients.

Emerging players

• Creative Planning: Large independent RIA that started in the Midwest and has grown aggressively via rollup of small independent advisors. Represents the ceiling version of a successful scaling path for Alliance Wealth Management.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Alliance.Wealth.Management.LLC
• LinkedInlinkedin.com/company/alliance-wealth-management

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Alliance Wealth Management