What Becker Investments Group does

Ellenbecker Investment Group, Inc. (EIG) is a family-owned, SEC-registered investment advisory firm headquartered in Waukesha, Wisconsin, founded in 1996. The firm delivers holistic financial planning services to individuals and families, encompassing retirement planning, investment management, tax planning, estate planning, and insurance needs assessment. Advisory services are delivered through a consultative, relationship-based model centered on in-person meetings at the single Waukesha office, supplemented by remote consultations and a client login portal. The firm is licensed only in states where it holds applicable registrations or exemptions.

The underlying technology stack is industry-standard rather than proprietary: the website and resource center are built on FMG Suite's platform, which provides interactive financial calculators, educational videos, articles, and content management. EIG layers branded content on top — including three podcast series (Money Sense, MPC, and The Wealth Seed), quarterly and monthly newsletters, and a weekly market update blog — to support client acquisition and retention. No mobile app, public API, or SDK is offered, and there are no disclosed technology integrations beyond standard RIA tooling.

EIG's revenue model is fee-based investment advisory services structured as recurring AUM or engagement-based fees, with pricing not publicly disclosed. The firm markets to a single horizontal segment — individual investors and families — and acquires clients through community presence (Wisconsin Widows Connected, EIG Car Show), content marketing, podcasts, and the EIG Charitable Foundation. Operational geography is limited to Wisconsin, and the firm carries FINRA broker-dealer registration alongside its SEC RIA registration, with CCPA-compliant data handling practices.

Name

Becker Investments Group

Legal name

Ellenbecker Investment Group, Inc

Website

https://ellenbecker.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Ellenbecker Investment Group is a family-owned, SEC-registered investment advisory firm in Waukesha, Wisconsin, providing holistic financial planning, investment advisory, tax, and estate services to individuals and families.

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

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

Keywords

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

Headquarters

HQ city

Pewaukee

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. Investment Advisory Services: Fee-based investment advisory services where EIG provides holistic financial planning, investment management, tax planning, and estate planning services. The firm is registered as an investment advisor and performs advisory services only in states where licensed.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Ellenbecker Investment Group (EIG) is a family-owned, SEC-registered investment advisory firm that provides holistic financial planning and investment advisory services to individuals and families. The firm delivers personalized retirement, investment, tax, estate, and insurance planning guidance, supported by digital educational resources such as podcasts, calculators, videos, and articles.

Product overview

Ellenbecker Investment Group (EIG) offers a unified financial planning and investment advisory service model, combining core financial planning with integrated tax planning services. The firm provides a holistic financial planning experience through human advisors, supported by a suite of digital tools including educational calculators, videos, and articles. The product portfolio centers on personalized financial advisory services, supplemented by content offerings such as podcasts (Money Sense, MPC, The Wealth Seed), educational videos, and a comprehensive library of financial calculators and articles covering retirement, estate, investment, insurance, tax, and lifestyle planning topics.

Differentiator

Problem solved

Functional benefit

Brands

• EIG Charitable Foundation: The firm's charitable foundation focused on community giving and philanthropy.
• The Voice of EIG

Products and services

• Financial Planning Services Holistic financial planning experience providing retirement, investment, tax, estate, and insurance planning guidance for individuals and families seeking comprehensive wealth management.
• Investment Advisory Services SEC-registered investment advisory services providing personalized investment management and guidance, performed only in states where EIG is licensed, excluded, or exempted from state investment advisor licensing requirements.
• Tax Planning Tax planning services integrated with financial planning to help clients manage tax obligations and optimize tax strategies.
• Money Sense Podcast Financial education podcast featuring Karen Ellenbecker and EIG Wealth Advisors interviewing local and global economists, attorneys, book authors, tax professionals and other guests, distributed on Spotify and Apple Podcasts.
• MPC: Milwaukee's Philanthropic Community Podcast Podcast presented by Ellenbecker Investment Group and hosted by Jill Economou highlighting non-profit organizations in the Milwaukee area and helping listeners understand how they can have a personal impact in the community.
• The Wealth Seed Podcast Podcast series walking through the fundamentals of financial planning to help listeners root their goals, nurture smart habits, and blossom into confident decision-making.

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

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Fisher Investments: Large investment management firm primarily serving high-net-worth individuals with portfolio management and financial planning. Comparable target client and planning overlay, though heavier emphasis on active investment management than holistic planning.
• Edelman Financial Engines: Large national RIA combining personal advisor relationships with technology-enabled planning for individuals and households. Overlaps with EIG on personal financial planning, but operates at far greater scale with hybrid robo-advisor capability.

Direct peers

• Carson Group: RIA and advisor support platform providing holistic financial planning to individuals and families through affiliated advisors. Closely comparable holistic wealth-planning model.
• Buckingham Strategic Wealth: National RIA providing fee-only financial planning, investment management, and tax planning for individuals and families. Closely mirrors EIG's holistic, advice-led model with fiduciary-only positioning.
• Wealth Enhancement Group: RIA delivering personalized financial planning and investment management to individuals and families across U.S. markets. Directly comparable holistic advisory model with similar fee structure and client focus.
• Mariner Wealth Advisors: RIA serving ultra-high-net-worth and high-net-worth households with comprehensive wealth planning, tax, estate, and investment services. Comparable service mix though at much higher AUM scale.
• Creative Planning: Large U.S. RIA offering holistic financial planning, investment advisory, tax, and estate services to individuals and families. Highly comparable business model to EIG though at significantly greater scale and broader geographic reach.

Others

• Cetera Financial Group: Independent advisor-focused wealth management and broker-dealer platform supporting RIAs serving individuals and families. Provides technology, custody, and practice management services comparable to firms serving EIG.
• Commonwealth Financial Network: Independent broker-dealer and RIA support platform providing compliance, technology, and back-office infrastructure to independent advisors. Relevant as an enabler of firms like EIG, and could be an acquirer of RIAs in the same segment.
• LPL Financial: Largest U.S. independent broker-dealer supporting thousands of RIAs and financial advisors with custody, clearing, and advisory platforms. Comparable infrastructure role and primary competitor for RIA custodianship and business acquisition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeellenbecker.com/eig-podcasts
• LinkedInlinkedin.com/company/ellenbecker-investment-group
• Xx.com/money_sense
• Facebookfacebook.com/ellenbeckerinvestmentgroup

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Becker Investments Group