Mapstone | Veritas Financial Group

What Mapstone | Veritas Financial Group does

Mapstone | Veritas Financial Group is a privately held wealth management practice headquartered in Rochester, New York, founded in 1970 and operating continuously for 55+ years. The firm delivers asset management, financial planning, estate planning, and business strategy services to high-net-worth individuals, business owners/entrepreneurs, successful professionals, and public-school employees in the 403b/NYS pension market. Securities are offered through Equitable Advisors, LLC (FINRA/SIPC member), investment advisory products through Equitable Advisors as an SEC-registered investment advisor, and annuity/insurance products through Equitable Network, LLC; Mapstone | Veritas itself is not a registered investment advisor and is independently owned by its partners.

The firm's investment architecture centers on a "Core and Explore" strategy combining passive ETFs for efficient market exposure with active managers for alpha generation, executed through a Five-Step Investment Process (objectives, risk profiling, Modern Portfolio Theory-based allocation, qualitative/quantitative selection, and quarterly monitoring/review). Each client receives a personalized Investment Policy Statement, and onboarding follows the proprietary MV Discovery workflow. Operations are supported by integrations with eMoney (client portal), LPL Financial (research/outlook), and Fidelity Net Benefits (401k participant access). The team comprises three Managing/Founding Partners, seven additional Partners, seven Financial Advisors, and roughly nine Research & Operations staff (~26 total), with the firm disclosing $1.51B in Assets Under Advisement as of 12/31/25.

Revenue is generated primarily through fee-based financial planning (subscription/recurring) via Equitable Advisors and transaction-fee-based annuity and insurance products via Equitable Network. Pricing is quote-based and not publicly disclosed. Distribution is hybrid: sales-led through licensed financial advisors in direct face-to-face and virtual advisory meetings, with marketing supported by content (Research & Tools, blog), community involvement (Alzheimer's Association, American Cancer Society, Rochester Regional Health), and professional referral networks (Estate Planning Council of Rochester, Financial Planning Association). The firm holds Platinum Plus Firm and Platinum Paramount Planning Group recognition within Equitable Advisors' Elite Advisor Group, and multiple partners have been inducted into the Equitable Advisors Hall of Fame.

Name

Mapstone | Veritas Financial Group

Legal name

Mapstone | Veritas Financial Group

Website

https://mapstoneveritas.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Mapstone | Veritas is a Rochester, NY-based, privately held wealth management firm founded in 1970, serving high-net-worth individuals, business owners, and professionals with $1.51B in Assets Under Advisement through fee-based financial planning, asset management, and estate planning delivered via Equitable Advisors.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Trust, Fiduciary, and Custody Activities (523991)

SIC

Investment Advice (6282)

akta.pro primary industry

Private Banking & UHNW Wealth Advisory (FSAEABAC)

akta.pro secondary industries

Private Banking Business Owners & Entrepreneur Solutions (Liquidity Events, Pre-IPO) (FSABADAK), Private Banking Advisory & Discretionary Portfolio Management (FSABADAD)

Keywords

• Wealth management services
• Financial planning advisory
• Asset management strategies
• Estate planning solutions
• Retirement income planning

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Securities & Investment Advisory: Securities offered through Equitable Advisors, LLC, member FINRA/SIPC. Investment advisory products and services offered through Equitable Advisors, LLC, an SEC-registered investment advisor.
2. Fee-Based Financial Planning: Comprehensive financial planning services provided through Equitable Advisors, LLC with fee-based pricing model.
3. Annuity & Insurance Products: Annuity and insurance products offered through Equitable Network, LLC.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Mapstone | Veritas Financial Group is a private wealth management firm that provides asset management, comprehensive financial planning, estate planning strategies, and business continuation strategies for high-net-worth individuals, business owners, and successful professionals. Securities and investment advisory products are distributed through Equitable Advisors, LLC, while annuity and insurance products are offered through Equitable Network, LLC. The firm manages approximately $1.51 billion in Assets Under Advisement across its Private Client Group.

Product overview

Mapstone | Veritas Financial Group offers comprehensive wealth management services through a multi-product portfolio. The core offering includes Asset Management utilizing a Core and Explore strategy combining passive and active management, alongside Financial Planning and Estate Planning services. Business Strategies address succession, tax advantages, and executive compensation. MV Discovery serves as the foundational five-step discovery process that initiates the client relationship, followed by ongoing asset management and planning services. All services are delivered through Equitable Advisors, LLC for securities and advisory products.

Differentiator

Problem solved

Functional benefit

Products and services

• Asset Management Investment management service utilizing a Core and Explore strategy that combines passive ETFs for efficient market exposure with active managers to add alpha, based on Modern Portfolio Theory principles. Targeted at high-net-worth individuals, business owners, and successful professionals served through the Private Client Group.
• Financial Planning Comprehensive financial planning services for individuals and corporations, offered through Equitable Advisors, LLC, including assessment of goals, strategy development, implementation, and periodic monitoring. Designed for clients seeking holistic financial planning integrated with their investment strategy.
• Estate Planning Strategies Estate planning services for business owners and professionals, including transfer planning, lifetime goals integration, trust strategies, gift and generation skipping transfer tax strategies. Designed for clients with complex estate planning needs and family wealth transfer goals.
• Business Strategies Business planning services covering expansion and capital formation, employee recruitment and retention, business continuation and succession, tax advantages, and executive compensation programs. Designed for business owners and entrepreneurs seeking to align their personal and business financial planning.
• MV Discovery A five-step financial discovery process that guides clients through identifying objectives, risk profiling, asset allocation, investment selection, and ongoing monitoring and review. Serves as the foundational onboarding and ongoing engagement framework for clients of Mapstone | Veritas.

Quantifiable outcome

• $1.51B Assets Under Advisement
• +2 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

Integration4 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and supporting.

• Equitable Advisors, LLCcoreChannel Partner/ Reseller/ Distributor · 1 January 1970Securities offered through Equitable Advisors, LLC member FINRA/SIPC. Investment advisory products and services offered through Equitable Advisors, LLC, an SEC-registered investment advisor. This is the primary distribution channel for Mapstone | Veritas financial products.
• Equitable Network, LLCcoreChannel Partner/ Reseller/ Distributor · 1 January 1970Annuity and insurance products offered through Equitable Network, LLC (conducting business as Equitable Network Insurance Agency in CA, UT, and PR).
• LPL FinancialsupportingTechnology or IntegrationProvides investment research and outlook reports including LPL Mid Year 2026 Outlook, LPL Financial 2025/2024/2023/2022 Outlook reports, and weekly market commentary through their research platform.
• eMoneysupportingTechnology or IntegrationClient portal access for account management and financial planning tools through eMoney wealth platform.
• Fidelity InvestmentssupportingTechnology or IntegrationProvides 401k participant access for clients who have employer-sponsored retirement plans through Fidelity Net Benefits.
• Estate Planning Council of RochestersupportingStrategic or Co-development PartnerProfessional association serving Rochester area professionals involved in estate planning. Multiple partners (Kevin Shiltz, Koen Goorman, Matthew Keenan, Michelle DiRenzo, Brett Caroselli, Jeffrey Mapstone) are members, facilitating referral network with attorneys and accountants.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cetera Financial Group: Independent broker-dealer network supporting affiliated advisor practices with planning, investment, and insurance product shelves. Most structurally analogous to Mapstone | Veritas's Equitable Advisors-affiliated model, serving similar HNW and business-owner segments.
• Edward Jones: National relationship-based wealth advisory franchise with a branch-office model serving HNW and mass-affluent clients through financial advisors. Highly comparable to Mapstone | Veritas in client engagement model, advisor-led planning orientation, and community-embedded GTM.
• Focus Financial Partners: Partnership model platform for independent wealth management firms, providing scale, capital, and operational support to advisory practices. Relevant as both a potential strategic acquirer of Mapstone | Veritas and a structural peer in the high-end independent advisory space.
• Commonwealth Financial Network: Independent broker-dealer supporting affiliated advisor practices with holistic wealth management, financial planning, and investment solutions. Structurally similar B/D-affiliated practice model targeting HNW individuals and business owners.
• Cambridge Investment Research: Independent broker-dealer supporting affiliated financial advisor practices with wealth management, retirement, and planning solutions. Comparable affiliation-based model serving advisor-led practices targeting HNW households and small-business owners.
• Mariner Wealth Advisors: Independent RIA providing comprehensive wealth advisory services to HNW individuals, families, and institutions. Comparable integrated offering across investments, financial planning, estate, and tax — though structured as an RIA rather than a B/D-affiliated practice.

Broad incumbents

• Raymond James Financial: Diversified financial services holding company with a large wealth management segment serving HNW clients through affiliated advisors. Comparable in advisor-led planning, HNW targeting, and comprehensive product shelf spanning investments, planning, and insurance.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting affiliated advisor practices with wealth management, investment research, and planning platforms. Mapstone | Veritas already consumes LPL Financial research, making this both a research partner and a structural peer in the B/D-affiliated advisory model.
• Ameriprise Financial: Diversified wealth and asset management platform with a large independent advisor channel. Comparable to Mapstone | Veritas in delivering planning-led wealth advice through affiliated financial advisors, but at substantially greater scale and product breadth.
• Stifel Financial: Diversified wealth management and investment bank with a substantial Private Client Group serving HNW households. Comparable in advisor-led wealth planning, business-owner services, and access to broader investment banking and institutional research capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mvfg

Compliance3 records

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 Mapstone | Veritas Financial Group