Anderson Financial Group

What Anderson Financial Group does

Anderson Financial Group, LLC is an independent financial advisory firm headquartered in Tucson, Arizona, founded in 2002 by Todd Anderson. The firm delivers three integrated service lines: employee benefits consulting for businesses (group health, dental, vision, life, disability, supplemental benefits), individual and family insurance planning (health, Medicare, life, long-term care), and holistic wealth management through its proprietary AFG360 five-phase process that integrates investments, retirement, estate, tax strategy, and business owner planning across six pillars.

The firm's underlying technology stack consists entirely of third-party industry-standard tools — TimeTrade for online appointment scheduling and EmployeeNavigator for client portal and benefits administration — with no proprietary platforms, AI capabilities, or integrations developed in-house. Distribution is direct-to-consumer and advisor-led; the firm operates a single Tucson office at 1200 North El Dorado Place, Suite H810, while serving clients nationwide via remote consultations. The go-to-market is consultative and discovery-first, built on a structured five-step engagement process and a referral-driven growth model.

Anderson Financial Group operates on a mixed revenue model. Insurance advisory services are compensated through commissions from multiple major carriers (Blue Cross Blue Shield, Aetna, UnitedHealthcare, Cigna) bundled into plan costs, with no separate client fee for benefits advisory. Wealth management and AFG360 consulting are delivered on a fee-only basis, aligning advisor compensation with client interests. The firm is privately held as an Arizona LLC, has 1-10 employees, has never raised external capital, and reports CCPA/CPRA and GLBA compliance.

Name

Anderson Financial Group

Legal name

Anderson Financial Group, LLC

Website

https://myafg.net

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Anderson Financial Group is an independent financial advisory firm in Tucson, Arizona, offering employee benefits consulting, individual and family insurance, and fee-only wealth management to 100+ businesses and families nationwide.

Ownership category

akta.pro rank

Product category

Independent Financial Advisory Services

NAICS

Insurance Agencies and Brokerages (524210), Portfolio Management and Investment Advice (523940)

SIC

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

akta.pro primary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

akta.pro secondary industries

Fee-Based Advisory (FSAEAAAM), Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF), Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)

Keywords

• Employee benefits consulting
• Independent insurance advisory
• Wealth management consulting
• Retirement planning services
• Group health insurance brokerage

Headquarters

HQ city

Tucson

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-Only Advisory Services: Company operates on a fee-only basis, meaning recommendations are driven by client interests rather than product commissions. Advisory fees are separate from insurance product compensation, aligning advisor interests with clients.
2. Insurance Carrier Commissions: Advisory services are included in the cost of insurance plans — compensated by insurance carriers, not by clients directly. No additional fee for guidance, enrollment support, or ongoing service. Company shops all major carriers (Blue Cross Blue Shield, Aetna, UnitedHealthcare, Cigna) on behalf of clients.
3. AFG360 Wealth Management Consulting: Holistic wealth management consulting process integrating insurance, investments, retirement, estate, tax strategy, and business planning. Five-phase consultative process from discovery through ongoing annual review.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Anderson Financial Group is an independent advisory firm that helps businesses design competitive employee benefits packages (group health, dental, vision, life, disability, and supplemental coverage) and helps individuals and families secure insurance and investment solutions. Its flagship offering is the AFG360 Wealth Management Process, a five-phase consultative framework integrating insurance, investments, retirement, estate, and tax planning. All engagements begin with a free, no-obligation consultation and are delivered through dedicated local advisors rather than call centers.

Product overview

Anderson Financial Group is an independent financial advisory firm offering a comprehensive suite of insurance and investment services through multiple product lines. The core offerings include Employee Benefits Planning (group health, dental, vision, life, disability, and supplemental benefits for businesses), Individual & Family Insurance (health plans, Medicare, life insurance, and long-term care), and Investment & Retirement Planning (fee-only portfolio management via the PCG framework). The AFG360 Wealth Management Process provides holistic planning across six pillars: Insurance Planning, Investment Management, Retirement Planning, Estate Planning Coordination, Tax Strategy, and Business Owner Planning. Additional services include a free Second Opinion Service for reviewing existing coverage, Values-Driven Investing options (ESG, faith-based), and educational resources including a Tax Resources Center, EBooks, and a Seasonal Magazine. All services are delivered through independent advisors without captive carrier relationships.

Differentiator

Problem solved

Functional benefit

Products and services

• Employee Benefits Planning Custom benefits packages for businesses including group health, dental, vision, life, disability, and voluntary benefits, designed to attract and retain top talent and supported by ACA compliance guidance and open enrollment services.
• Group Health Insurance Comprehensive medical, dental, and vision plans tailored to a business's workforce, sourced from all major carriers.
• Life & Disability Insurance (Group) Group life and disability coverage protecting employees and their families against premature death and disability.
• Business Owner Solutions Key person insurance, buy-sell agreements, and executive benefits designed specifically for business owners.
• Individual & Family Insurance Life, health, disability, and long-term care insurance tailored to protect individuals' and families' financial futures.
• Investment & Retirement Planning Personalized investment management and retirement planning services to help clients build long-term wealth, applying the PCG fee-only investment philosophy.
• AFG360 Wealth Management Process A five-phase holistic wealth management process integrating insurance, investments, retirement, estate planning, and tax strategy into a unified financial plan on a fee-only basis.
• Second Opinion Service Free, independent review of existing insurance policies or investment portfolios to identify gaps, redundancies, and savings opportunities.
• Medicare Planning Guidance on Medicare Parts A, B, C, and D including Medicare Supplement (Medigap) and Medicare Advantage plan comparison and annual reviews.
• Values-Driven Investing ESG, faith-based, and impact investing options that align portfolios with client values without compromising investment principles.

Quantifiable outcome

• Serving 100+ businesses and families nationwide
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Brown & Brown: Brown & Brown is a large publicly traded insurance brokerage with deep employee benefits and personal lines capabilities, frequently acquiring local agencies like Anderson Financial Group. Comparable benefits advisory work, though at Fortune-500 scale.
• Edelman Financial Engines: Edelman Financial Engines is a major fee-only registered investment advisor providing holistic wealth management including insurance coordination. Competes for the same high-income professional and business owner clients AFG targets through its wealth management practice.
• USI Insurance Services: USI is a top-10 U.S. insurance brokerage serving mid-market to large clients across employee benefits, P&C, and personal lines. Overlaps directly with AFG in the SMB/mid-market benefits space but operates at vastly larger scale with national infrastructure.
• Arthur J. Gallagher & Co. Gallagher is a global insurance brokerage and risk management firm with major employee benefits consulting practice. Competes with AFG for mid-market benefits clients but also has investment/advisory arms, making it a comparable end-to-end incumbent.
• Creative Planning: Creative Planning is one of the largest fee-only RIAs in the U.S., offering holistic financial planning across insurance, investments, retirement, estate, and tax — directly mirroring AFG360's six-pillar framework. Overlaps in target customers (high-income professionals and business owners) but operates at vastly larger AUM scale.

Emerging players

• Spring Benefits: Spring Benefits is an emerging digital-first employee benefits platform targeting small businesses with automated carrier shopping and enrollment. Represents the technology-led disruption to traditional brokers like AFG in the SMB benefits space.

Direct peers

• Hilb Group: Hilb Group is a mid-market insurance brokerage that consolidates local agencies and brokers serving small and mid-size businesses, with employee benefits as a core line. Operates on a similar relationship-led model to AFG, often acquiring smaller brokerages to scale local relationships.
• OneDigital: OneDigital is the closest direct peer — a mid-market-focused firm combining employee benefits consulting, insurance brokerage, and wealth/advisory services under one roof. Operates at significantly larger scale but uses an integrated model nearly identical to Anderson Financial Group's AFG360 approach for SMB and mid-market clients.
• NFP (an Aon company): NFP is a middle-market insurance brokerage and advisory firm that combines employee benefits, property/casualty, and wealth management — exactly the integrated service stack AFG offers. Comparable target customer (mid-market businesses and high-net-worth individuals) with similar consultative, relationship-led GTM.
• Annex Insurance Group: Annex Insurance Group is a smaller regional brokerage offering employee benefits, individual insurance, and retirement planning with a consultative, independent advisor model very similar to AFG. Comparable size and boutique positioning with multi-carrier shopping.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/myafg
• LinkedInlinkedin.com/company/anderson-financial-group-llc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Anderson Financial Group