The AFP Group

What The AFP Group does

The AFP Group is a privately held, Houston-based financial advisory firm founded approximately in 1973, employing nine consultants with a combined 90 years of industry experience. The firm offers personalized wealth management services to individual investors and families, structured around three core offerings: Investments Management, Tax Planning, and Retirement Management. Supporting advisory topics include estate planning, college funding, life insurance selection, private company considerations, and legacy establishment, all delivered through fee-based, scheduled consultations with financial professionals in an education-first philosophy.

The firm's technology stack relies on third-party platforms rather than proprietary infrastructure. Securities and advisory services are delivered through a core partnership with LPL Financial, a registered investment advisor and FINRA/SIPC member, which provides regulatory, custodial, and brokerage infrastructure. Client-facing technology is enabled through LPL AccountView and RightCapital, which together provide account access and financial plan viewing. The firm has no public API, no mobile app, and no proprietary technology products.

The business model is fee-based recurring advisory revenue, with the firm operating a sales-led go-to-market driven by individual advisor relationships. The firm distributes primarily through direct one-on-one consultations domestically, supported by a content marketing program comprising an extensive resource center of articles, educational videos, and interactive financial calculators covering retirement, investment, estate, insurance, tax, and lifestyle topics. Pricing is not publicly disclosed, and services are sold through relationship-driven engagement rather than published fee schedules.

Name

The AFP Group

Legal name

The AFP Group

Website

https://afpgroup.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1–10 employees

Short description

The AFP Group is a privately held Houston-based financial advisory firm founded around 1973, employing nine consultants who deliver fee-based wealth management, tax planning, and retirement management services to individual investors and families through LPL Financial infrastructure.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Investment Management Advisory (RIA) (FSAEAAAB)

akta.pro secondary industry

Financial Planning–Led RIAs (FSAAACAB)

Keywords

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

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Fee-based planning services where the firm provides personalized financial advisory covering investments, tax planning, retirement management, and estate planning. Securities and advisory services are offered through LPL Financial, a registered investment advisor.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The AFP Group is a financial advisory firm providing personalized investment management, tax planning, and retirement management services to individual investors and families. Services are delivered through nine financial professionals via scheduled consultations, with securities and advisory services offered through LPL Financial, a registered investment advisor and member of FINRA/SIPC. The firm also supports clients with estate planning, college funding, life insurance selection, and legacy planning.

Product overview

The AFP Group is a financial advisory firm offering a unified suite of wealth management services centered on three core offerings: Investments Management, Tax Planning, and Retirement Management. The firm provides personalized service focused on client education and financial goal achievement. Supporting these core services are digital tools including an extensive library of financial calculators and educational videos covering topics such as retirement planning, Social Security optimization, estate strategies, insurance needs, and tax planning. The company also provides written articles and resources on investment, retirement, estate, insurance, tax, and lifestyle financial topics. All services are delivered through a team of financial professionals with securities and advisory services offered through LPL Financial.

Differentiator

Problem solved

Functional benefit

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and supporting.

• LPL FinancialcoreChannel Partner/ Reseller/ DistributorSecurities and advisory services are offered through LPL Financial, a registered investment advisor and member of FINRA/SIPC. LPL provides the regulatory infrastructure and custodial services for client accounts.
• FMG SuitesupportingTechnology or IntegrationContent development partnership for educational materials, website platform, and financial literacy content including articles, videos, and calculators.
• RightCapitalsupportingTechnology or IntegrationFinancial planning platform providing client portal access for financial plan management and viewing.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Edward Jones: Large U.S. financial advisory firm with a branch-based advisor model delivering personalized investment, retirement, and tax planning to individuals and families — directly comparable to AFP's in-person, education-led advisory approach.
• Vanguard Personal Advisor Services: Fee-based advisory combining digital tools with human advisors for investment, retirement, and financial planning; directly comparable fee-based planning offering to individual investors.
• Mariner Wealth Advisors: Independent RIA providing comprehensive financial planning, investment, tax, and estate services to individuals and families; comparable service mix and planning-led philosophy.

Broad incumbents

• Fisher Investments: Large independent RIA serving high-net-worth individuals and institutions with portfolio management and financial planning; comparable in service mix and fee-based model, with broader scale.
• Northwestern Mutual: Provider of financial planning, investment, and insurance services through a national advisor network; directly comparable holistic planning model with broader product portfolio and brand recognition.
• Cetera Financial Group: Independent broker-dealer and RIA platform supporting independent financial advisors with compliance, technology, and product access — similar to AFP's relationship with LPL Financial but at much larger scale.
• Stifel Financial: Broker-dealer and wealth management firm offering investment advisory, retirement, and financial planning services to individuals — broader platform with an independent-advisor network model similar in spirit to AFP's LPL affiliation.
• Merrill Lynch Wealth Management: Bank-affiliated wealth manager offering comprehensive investment, retirement, and estate advisory to mass-affluent and high-net-worth clients; broader portfolio and brand scale, but same planning-led service model.
• Charles Schwab Wealth Advisory: Schwab's advisory arm provides fee-based investment planning and managed portfolios to individuals, including hybrid robo-advisor offerings; competes in the same retail advisory category as AFP but at much larger scale.

Emerging players

• Personal Capital (Empower Personal Dashboard): Hybrid digital-and-human wealth manager combining financial dashboards with personal advisory services; comparable target market but differentiated by stronger technology stack.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 The AFP Group