Latitude Financial Group

What Latitude Financial Group does

Latitude Financial Group is an independent financial advisory firm founded in 2008 and headquartered in Denver, Colorado, operating as Latitude Financial Group, LLC. The firm provides financial planning, insurance, asset management, retirement, and wealth management solutions to individuals and small business owners, with securities and advisory services delivered through its affiliation with LPL Financial, a registered investment advisor and broker-dealer (FINRA/SIPC). Services are licensed for residents across 16 U.S. states (CO, FL, GA, ID, IL, IA, MD, MI, MN, NM, NY, NV, NC, TX, VA, and WA).

The firm offers three core service lines through a structured three-meeting financial planning process that typically takes approximately six weeks to complete: (1) Comprehensive Financial Plan, a flat-fee engagement priced by household income and revisited every 18-36 months; (2) Outfitting (Portfolio Management), an AUM-based fee service with quarterly (or at minimum annual) portfolio reviews grounded in Modern Portfolio Theory; and (3) Seeking Income for Life, a commission-based insurance solution offering guaranteed lifetime income. Add-on modules extend the offering to middle-to-late-career professionals (Roth conversions, stock options, executive benefits, Social Security strategies) and to business owners of 5+ years (SEP IRA, Solo(k), 401(k), profit sharing, cash balance pensions, key person insurance, buy-sell planning). The firm positions itself as a fiduciary in advisory relationships, with no high minimum asset requirements, and serves three primary personas: single/divorced/widowed women, middle-to-late-career professionals, and business owners.

The go-to-market is sales-led and relationship-driven: a free initial consultation via OnceHub funnels prospects into the planning process, supported by content marketing through 'The Fruitful Trail' blog and a Resource Center. Client account access is provided through the third-party eMoney Dashboard and LPL Account View platforms; no proprietary technology, app, or API exists. The team consists of four people — partners Daniel Grote (CFP, BFA) and Scott Cody (MBA, CFS, CFPA), financial advisor Max M. Demby (CPA), and executive assistant Bobbi Mastalka — limiting the firm's scalability but supporting a high-touch, personalized service model.

Name

Latitude Financial Group

Legal name

Latitude Financial Group, LLC

Website

https://latitudefinancialgroup.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Latitude Financial Group is a Denver-based independent RIA founded in 2008 that delivers fiduciary financial planning, AUM-based portfolio management, and commission-based insurance solutions through LPL Financial to individuals and small business owners across 16 U.S. states.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Insurance Agencies and Brokerages (52421)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Retirement Income Planning & Decumulation Advisory (FSAEABAD), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

Keywords

• Financial planning services
• Investment management advisory
• Retirement income planning
• Fiduciary wealth advisory
• Portfolio management services

Headquarters

HQ city

Denver

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, Others, Technology or R&D

Revenue model

1. Robust Guidance (Financial Planning): Flat fee for financial planning based on household income. Covers ongoing comprehensive financial planning advice and guidance throughout the client's journey to their goals.
2. Financial Outfitting (Portfolio Management): Annual percentage fee for assets under management (AUM). Fee-based investment management service with quarterly portfolio reviews.
3. Seeking Income for Life: Commission-based insurance products with guaranteed lifetime income benefits. Solutions typically include insurance-based products recommended when they illustrate measurable improvement in probability of success over fee-based investment solutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Latitude Financial Group is an independent, fiduciary registered investment advisory firm delivering personalized financial planning and investment management to individuals and business owners. It sells three core service lines: (1) a Comprehensive Financial Plan delivered as a flat-fee engagement through a structured three-meeting process taking approximately six weeks, with plan reviews every 18-36 months; (2) Outfitting, an annual percentage-fee portfolio management service with quarterly (and no-less-than-annual) reviews; and (3) Seeking Income for Life, commission-based insurance/annuity products providing guaranteed lifetime income benefits. Securities and advisory services are transacted through LPL Financial.

Product overview

Latitude Financial Group operates as an independent, fee-based registered investment advisory firm offering three core service lines: (1) Comprehensive Financial Plan — a flat-fee planning engagement delivered through a structured three-meeting process; (2) Outfitting (Portfolio Management) — an annual percentage fee on assets under management with quarterly portfolio reviews; and (3) Seeking Income for Life — commission-based insurance products providing guaranteed lifetime income. These core services are supplemented by specialized add-on offerings for professionals (including retirement optimization, Roth conversions, stock options, and Social Security strategies) and business owners (covering 401(k), SEP, profit-sharing, and cash balance pension plan design). The firm serves three primary client segments — single/divorced/widowed women, middle-to-late-career professionals, and business owners of 5+ years — and maintains a fiduciary obligation in all advisory relationships, acting as a fiduciary rather than a commission-driven advisor.

Differentiator

Problem solved

Functional benefit

Products and services

• Comprehensive Financial Plan A flat-fee financial planning service priced based on household income, delivering personalized, fiduciary financial guidance tailored to individual goals through a structured three-meeting process taking approximately six weeks, with plan reviews every 18-36 months. Geared to individuals and households seeking ongoing comprehensive planning advice.
• Outfitting (Portfolio Management) Fee-based investment management service charging an annual percentage of assets under management, with portfolio reviews as frequent as quarterly and no less than annually. Includes personalized allocation recommendations aligned with client goals and risk profile, grounded in Modern Portfolio Theory and using a segmented approach for clients within five years of retirement.
• Seeking Income for Life Commission-based product solutions, typically insurance-based, offering guaranteed lifetime income benefits. Recommended when financial planning calculations demonstrate measurable improvement in the probability of retirement success compared to fee-based investment solutions. Targeted at clients within five years of retirement concerned with longevity, inflationary, and sequence-of-returns risk.
• Business Owner Retirement Plans Retirement plan design and management services for SMB business owners with 5+ years of operation, covering SEP IRA, Solo(k), 401(k) startup and audit, profit sharing, cash balance pension plans, key person insurance, and buy-sell planning. Bundled as part of an integrated business-and-personal financial planning engagement.

Quantifiable outcome

• Financial plan development in approximately 6 weeks
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Edward Jones: Large national brokerage with thousands of local advisors providing personalized financial planning to individuals and families. Competes in the same persona-driven, advisor-led planning space.
• Schwab Personal Advisor Services: Charles Schwab's advisory offering combining digital tools with dedicated CFP-style advisors. Competes for the same individual planning market with the backing of a major custodian.
• Vanguard Personal Advisor Services: Vanguard's hybrid advisory service offering ongoing planning and portfolio management at low fees from an incumbent asset manager. Competes for cost-sensitive retirement savers.
• Merrill Lynch Guided Investing: Bank of America-owned advisory platform offering both self-directed and advisor-led financial planning. Competes for mass-affluent and high-net-worth individuals with brand and platform scale.

Direct peers

• Personal Capital / Empower Personal Dashboard: Hybrid robo-advisor with comprehensive financial planning tools and human advisor services. Closely parallels Latitude's dashboard-plus-advisor service model and retirement-income focus.
• Facet Wealth: Flat-fee, technology-enabled RIA serving individuals with comprehensive financial planning. Directly comparable to Latitude on pricing philosophy (no AUM minimums) and holistic planning approach.
• Wealthsimple: Flat-fee digital advisor offering managed portfolios and financial planning to individuals with low account minimums. Competes on similar accessibility, transparent pricing, and planning-driven onboarding.
• Ellevest: Financial planning and investment platform purpose-built for women, covering investing, retirement, and career-specific planning. Matches Latitude's explicit women-focused segment.
• Betterment: Digital-first registered investment advisor offering automated portfolio management with optional human advisor access. Competes for the same fee-conscious, planning-curious mass-affluent segment.

Others

• XY Planning Network: Network of fee-only financial advisors specializing in Gen X and Gen Y clients, with no AUM minimums. Industry organization and peer community for firms operating on a similar fee-only, planning-centric model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/LatitudeGuides
• Facebookfacebook.com/latitudefinancialgroup
• LinkedInlinkedin.com/company/latitude-financial

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Latitude Financial Group