Both Hands Financial Group
Both Hands Financial Group is a Brentwood, Tennessee-based independent advisory firm founded in 2016 that delivers integrated Medicare, retirement, estate, and insurance planning to pre-retirees, retirees, and Medicare beneficiaries across 40+ U.S. states through licensed advisors and a contracted agent network.
- Company typePrivate
- Founded2016
- HeadquartersBrentwood, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Both Hands Financial Group does
Both Hands Financial Group LLC is a privately-held, founder-owned financial services firm headquartered in Brentwood, Tennessee, founded in 2016 by Don Meyer (President) and Cory Carlton (CEO). The firm delivers an integrated advisory offering that bundles Medicare plan selection (Parts A, B, C, D and Medigap), retirement and income planning, estate planning, long-term care planning, life insurance, annuity-based guaranteed retirement accounts, and tactical investment management for pre-retirees, retirees, and Medicare-eligible individuals across more than 40 U.S. states.
The firm's go-to-market is sales-led through licensed advisors and a contracted agent network that conducts scheduled discovery calls and ongoing annual plan reviews. Insurance commissions from multiple Medicare carriers (Anthem, Aetna, BCBS, Humana, United Healthcare, Mutual of Omaha, and others) and life insurance carriers form the transaction-fee revenue stream, while investment advisory services are offered through SEC-registered RIA partnerships with First Advisors National (FAN Advisors) and Optivise Advisory Services, generating recurring advisory fees. Marketing is driven primarily by content (blog, email newsletters, free guides) feeding Calendly-scheduled consultations.
Technology differentiation centers on two proprietary systems: the e-State digital trust platform, which enables online creation and ongoing management of revocable living trusts, and the Tactically Managed Money investment system, which provides active minute-by-minute market monitoring during trading hours. Operational infrastructure includes a contracted agent portal, Thinkific-hosted agent training, AHIP certification access, and Senior Market Builder quoting tools. The firm has stated it has served over 10,000 clients and operates with approximately 20 team members, with no disclosed institutional ownership, funding rounds, or M&A activity.
Both Hands Financial Group firmographics
Firmographics- Name
- Both Hands Financial Group
- Legal name
- Both Hands Financial Group LLC
- Website
- https://bothhandsfg.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Both Hands Financial Group is a Brentwood, Tennessee-based independent advisory firm founded in 2016 that delivers integrated Medicare, retirement, estate, and insurance planning to pre-retirees, retirees, and Medicare beneficiaries across 40+ U.S. states through licensed advisors and a contracted agent network.
- Ownership category
- akta.pro rank
Both Hands Financial Group industry classification
Industry- Product category
- Retirement and Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940), Trusts, Estates, and Agency Accounts (52592)
- SIC
- Investment Advice (6282), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Financial Planning–Led RIAs (FSAAACAB)
- akta.pro secondary industries
- Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI), Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE), Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF)
Keywords
Where Both Hands Financial Group is headquartered
LocationHeadquarters
- HQ city
- Brentwood
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Both Hands Financial Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Insurance Commissions: Commissions from life insurance, annuities, Medicare plans, and related insurance products. The firm represents multiple insurance carriers and Medicare companies, earning commissions on products placed.
- Investment Advisory Fees: Investment advisory services offered through registered investment advisor partners FAN Advisors and Optivise Advisory Services. Investment Advisor Representatives are registered through these partners.
- Financial Planning Services: Comprehensive financial planning services including retirement planning, estate planning, Medicare guidance, and long-term care planning. Services integrated with insurance and investment products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free Discovery Call |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Both Hands Financial Group product offering
Product offeringCore offering
Both Hands Financial Group provides retirement income planning, Medicare plan selection, estate planning, life and long-term care insurance, fixed annuities, and tactical investment management to individual pre-retirees, retirees, and Medicare beneficiaries across 40+ U.S. states. Licensed advisors act as fiduciaries, representing multiple insurance carriers and Medicare companies, and route investment advisory services through SEC-registered firms FAN Advisors and Optivise. A proprietary e-State digital revocable living trust platform and an actively managed Tactically Managed Money investment system differentiate the offering from traditional buy-and-hold advisors and captive insurance agents.
Product overview
Both Hands Financial Group is a financial services company offering a unified advisory approach that combines Medicare guidance, retirement income planning, estate planning, and investment management. The core offering centers on Medicare plan selection (Parts A, B, C, D, and Supplement), paired with retirement and income planning services. These are supported by tactical investment management, an e-State digital trust platform for estate planning, long-term care planning, life insurance products, and guaranteed retirement accounts (annuities). All services are coordinated to work together under fiduciary advisors, representing multiple insurance carriers and registered with SEC-approved investment advisory firms.
Differentiator
Problem solved
Functional benefit
Products and services
- Medicare Guidance
Quantifiable outcome
- Served over 10,000 clients across 40+ states
- +1 more outcomes
Companies that use Both Hands Financial Group
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
Both Hands Financial Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature2 records
Both Hands Financial Group partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- First Advisors National, LLC (FAN Advisors)coreRegistered investment advisor firm through which Both Hands Financial Group's Investment Advisor Representatives offer advisory services. FAN Advisors is registered with the SEC and provides the regulatory framework for investment advisory services offered by BHFG advisors.
- Optivise Advisory Services, LLCcoreInvestment advisor firm registered with the SEC that Both Hands Financial Group's Investment Advisor Representatives are registered through to offer specific advisory services.
- AnthemcoreMedicare Advantage, Medicare Supplement, and other insurance products carrier. Listed on agent portal for contracted agents to offer clients.
- AetnacoreMedicare Advantage and related insurance products carrier available through BHFG contracted agents.
- Blue Cross Blue Shield (BCBS)coreMedicare Advantage and Supplement carrier available through agent network.
- HumanacoreMedicare Advantage and related products carrier available to clients through contracted agents.
- United HealthcarecoreMedicare Advantage and Supplement carrier available through BHFG agent network.
- Mutual of OmahacoreMedicare Supplement and other insurance products carrier partnered with BHFG agents.
- Cigna/HealthspringminorMedicare Advantage carrier available through contracted agents.
- WellcareminorMedicare Advantage and Prescription Drug Plan carrier available to clients.
- EssenseminorMedicare products carrier available through agent network.
- GTL (Guarantee Trust Life)minorInsurance products carrier partnered with BHFG for life and related insurance products.
- MedicominorInsurance products carrier for senior market products.
- CaresourceminorMedicare Advantage and related products carrier.
- MolinaminorMedicare Advantage carrier available through contracted agents.
- DevotedminorMedicare Advantage carrier available through agent network.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Both Hands Financial Group competitors and assessment
Company assessmentDirect peers
- Allworth Financial: Independent, fee-based financial advisory firm focused on retirement planning, investment management, and estate services for individuals and families. Highly comparable to Both Hands Financial Group given its similar mid-market, planning-led, advisor-driven model serving pre-retirees and retirees.
- Chapter: Digital Medicare advisory platform that helps consumers compare and enroll in Medicare plans. Comparable to Both Hands' Medicare Guidance offering, though delivered through a digital rather than advisor-led channel.
- OneDigital: Mid-market insurance, benefits, and wealth advisory firm combining employer benefits with personal financial planning. Comparable to Both Hands given its multi-carrier insurance distribution and integrated wealth, retirement, and Medicare-style offerings.
Broad incumbents
- HUB International: Large North American insurance brokerage offering life, health, and wealth solutions across commercial and personal lines. Comparable to Both Hands in its multi-carrier insurance distribution and retirement planning services, though at much larger scale.
- eHealth: Public Medicare and individual health insurance marketplace with a large national call-center and digital distribution footprint. Competes with Both Hands in Medicare enrollment, though at materially larger scale and broader insurance scope.
- GoHealth: Medicare insurance marketplace and advisory firm connecting consumers with Medicare Advantage and Supplement plans. Directly comparable to Both Hands' Medicare distribution arm, but operating at significantly larger scale via a digital-plus-call-center model.
- Securian Financial: Insurance and wealth management company offering life insurance, annuities, and retirement plans. Comparable to Both Hands' life insurance, annuity, and retirement income offerings through a carrier-side counterpart.
- Corebridge Financial: Large retirement and annuity provider with individual retirement accounts, group retirement, and life insurance. Comparable to Both Hands' Secure Guaranteed Retirement Accounts and life insurance offerings, but at institutional scale.
- Carson Group: National advisor platform supporting independent financial advisors with practice management, RIA, and product solutions. Overlaps with Both Hands' use of partner RIAs (FAN Advisors, Optivise) and provides an alternative scaling path for independent advisor firms.
Others
- Northstar Financial Advisors: Smoll independent RIA providing retirement, tax, and estate planning. Similar in size and structure to Both Hands' advisory footprint but focused on planned wealth management rather than insurance and Medicare distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Both Hands Financial Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Both Hands Financial Group leadership team
Management profileNumber of profiles
Profiles6 records
Both Hands Financial Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Both Hands Financial Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Both Hands Financial Group
What does Both Hands Financial Group do?
Both Hands Financial Group provides retirement income planning, Medicare plan selection, estate planning, life and long-term care insurance, fixed annuities, and tactical investment management to individual pre-retirees, retirees, and Medicare beneficiaries across 40+ U.S. states. Licensed advisors act as fiduciaries, representing multiple insurance carriers and Medicare companies, and route investment advisory services through SEC-registered firms FAN Advisors and Optivise. A proprietary e-State digital revocable living trust platform and an actively managed Tactically Managed Money investment system differentiate the offering from traditional buy-and-hold advisors and captive insurance agents.
Is Both Hands Financial Group a public or private company?
Both Hands Financial Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Both Hands Financial Group founded?
Both Hands Financial Group was founded in 2016. It employs 11 to 50 people.
Where is Both Hands Financial Group based?
Both Hands Financial Group is headquartered in Brentwood, United States, in the North America region.
How does Both Hands Financial Group make money?
Three revenue lines are on record. Insurance Commissions are the primary driver. The others are investment Advisory Fees and financial Planning Services.
Who are Both Hands Financial Group's main competitors?
Direct peers on record are Allworth Financial, Chapter and OneDigital. Broad incumbents are HUB International, eHealth, GoHealth, Securian Financial, Corebridge Financial and Carson Group. Northstar Financial Advisors is listed as an others.
Does Both Hands Financial Group have an API?
No public API is recorded for Both Hands Financial Group.
What industry is Both Hands Financial Group in?
Both Hands Financial Group's product category is Retirement and Financial Advisory Services. Its primary akta.pro industry code is FSAAACAB, Financial Planning–Led RIAs, with a secondary code of FSAAACAI, Insurance-Integrated Wealth Managers (RIA + Insurance Solutions). Its NAICS code is 523940 and its SIC code is 6282.