Goldfinch Financial

What Goldfinch Financial does

Goldfinch Financial is a small, privately held, independent financial services firm headquartered at 21 College Road in Manchester, New Hampshire, founded by Joseph A. Latona and operating as Goldfinch Financial, Inc. The firm offers a comprehensive suite of services spanning financial planning, insurance needs analysis, retirement and Social Security optimization, estate conservation, education funding, Medicare planning, and business succession, delivered through a relationship-based, consultative process (understand, analyze, propose, implement, monitor/review) conducted in person or by telephone. It serves two customer segments: individual clients and families as the primary segment, and small-to-medium businesses and non-profit/government employers (via 401(k), 403(b), SEP, group benefits, and key-executive plans) as a secondary segment, across 22 securities-licensed and 16 insurance-licensed U.S. jurisdictions plus Puerto Rico.

The firm's product and platform architecture is built almost entirely on partner-provided infrastructure rather than proprietary technology. Securities and advisory execution are routed through a broker-dealer arrangement with LPL Financial (a registered investment advisor and FINRA/SIPC member), while client account access is delivered through a third-party Emoney (wealth.emaplan.com) portal. The proprietary technology footprint is limited to financial planning software and industry research tools used internally to analyze client situations; the public-facing digital footprint consists of a content resource center (7 topic areas), 16 interactive calculators, a 200+ term glossary, and tax resource pages, all operated via FMG Suite.

The business model combines fee-only hourly financial planning at a publicly disclosed $250 per hour with insurance commissions on a broad product shelf (whole life, variable life, term, disability income, long-term care, fixed/variable annuities, health, critical illness) and advisory services routed through LPL. The firm explicitly does not charge AUM fees, securities commissions, or performance-based fees, and third-party money-manager and robo-adviser fees are set to $0, making the hourly rate and insurance commissions the principal revenue levers. Go-to-market is sales-led and consultative, supported by content marketing aimed at top-of-funnel lead capture, and the firm is licensed and operates as a small practice of approximately seven staff, including two producing advisors, a business development manager, an office manager, and administrative support.

Name

Goldfinch Financial

Legal name

Goldfinch Financial, Inc.

Website

https://goldfinchfinancial.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

Keywords

• Financial planning services
• Investment advisory
• Insurance solutions
• Retirement planning
• Employee benefit plans

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning Fees: Hourly consulting fees for financial planning services, with the firm clearly disclosing fee schedules effective January 1, 2024

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Goldfinch Financial is a full-service financial services firm providing personalized financial planning, investment strategies, insurance analysis, retirement planning, and estate conservation for individuals and families. The firm also offers employee benefit plans, 403(b) plans, and group insurance for small to medium businesses. Services are delivered through licensed financial advisors via in-person and telephone consultations, with securities and brokerage services facilitated through its partnership with LPL Financial.

Product overview

Goldfinch Financial is a full-service financial services firm offering comprehensive financial planning through a combination of investment strategies, insurance products, and advisory services. The firm operates primarily through its registered investment advisor entity Goldfinch Financial, Inc. (separate from LPL Financial), providing investment management, retirement planning, insurance analysis, estate planning, and business protection services. The core offerings include investment strategies and brokerage services, insurance products (life, disability, long-term care, annuities, health), retirement planning (IRAs, 401(k)s, SEP plans), Medicare insurance planning, and fee-based financial planning services at $250/hour. All services are delivered through their team of advisors with support from strategic partners including LPL Financial for securities and Emoney for client account access.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• LPL FinancialcoreStrategic or Co-development PartnerSecurities and advisory services offered through LPL Financial, a registered investment advisor and member of FINRA and SIPC. LPL Financial Registered Representatives may discuss and/or transact securities business with residents of multiple states including AZ, CA, CO, FL, IL, IN, ME, MA, MO, NH, NJ, NY, NC, OH, PR, RI, SC, TX, VT, VA, WA, WV.

Recent moves6 records

Expansion highlights5 records

Emerging players

• Boldin (formerly NewRetirement): Boldin is a DIY retirement planning software platform that competes with hourly financial planners like Goldfinch by enabling subscribers to build their own retirement plans at low cost; relevant as a substitute for routine financial planning engagements.
• Betterment: Betterment is a leading robo-advisor offering automated financial planning and portfolio management at low fees; competes with Goldfinch on the entry-level mass-affluent segment where clients may opt for digital advice over hourly human planning.
• Personal Capital / Empower: Empower (formerly Personal Capital) combines digital wealth management tools with human advisory services at scale, targeting the same mass-affluent segment as Goldfinch but with technology-first delivery and lower per-engagement fees.

Broad incumbents

• Cetera Financial Group: Cetera is a large independent broker-dealer and RIA support platform serving thousands of independent advisors with similar service offerings (financial planning, retirement, insurance) to Goldfinch, but at significantly greater scale.
• Commonwealth Financial Network: Commonwealth is an independent broker-dealer/RIA platform supporting small to mid-sized advisory practices with compliance, technology, and product access — directly comparable to Goldfinch's LPL-supported operating model.
• Edelman Financial Engines: Edelman Financial Engines is one of the largest independent RIAs in the U.S., offering comprehensive financial planning to individuals and employer-sponsored plans — broader-scale comparable to Goldfinch's service mix including retirement, insurance, and estate planning.
• Cambridge Investment Research: Cambridge is a large independent broker-dealer supporting independent financial advisors with planning tools, practice management, and product access — a close analog to LPL Financial's relationship with Goldfinch.

Direct peers

• Facet Wealth: Facet Wealth is a fee-only digital financial planning firm that charges flat subscription fees rather than AUM, directly competing with Goldfinch's hourly-only, no-commission model for the same mass-affluent client segment seeking transparent advice.
• Carson Group: Carson Group supports independent financial advisors with back-office, technology, and growth resources; comparable to Goldfinch as a small independent RIA operating within a larger partner ecosystem, though at much greater scale.

Others

• LPL Financial Holdings: LPL Financial is Goldfinch's core broker-dealer and RIA platform partner providing the regulatory infrastructure, custody, and product access that enables the firm's operations — making LPL the most directly tied ecosystem counterparty rather than a competitor.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Goldfinch Financial