Price Perkins

What Price Perkins does

Price Perkins LLC is a privately held financial advisory firm headquartered in Glen Allen, Virginia, founded in 2009. The firm delivers comprehensive financial planning services to a select group of individuals, families, and corporations across the U.S., with a service catalog spanning retirement planning, asset management, life insurance, long-term care insurance, college planning, estate planning, and tax planning. It does not develop proprietary technology; client account access is routed through Wells Fargo Clearing Services, and the website/content infrastructure is provided by FMG Suite. The firm supplements advisory work with an online resource center containing articles, financial calculators, glossary tools, and a YouTube channel delivering educational video content.

The firm operates as a registered investment advisor, with securities and advisory services executed through Prospera Financial Services, Inc., a FINRA/SIPC member broker-dealer. This affiliation defines its regulatory and operational backbone, while Price Perkins handles client-facing planning, relationship management, and bespoke advice. Its go-to-market is sales-led and relationship-driven, relying on personalized consultations, content marketing, and exclusive distribution agreements with two regional credit unions—Connects Federal Credit Union and Henrico Federal Credit Union—whose members receive full-service financial planning through the firm. Recognition includes a Five Star Wealth Managers designation from Five Star Professional.

Revenue is generated from professional advisory and planning fees associated with wealth management services, with pricing not publicly disclosed. The firm has 1–10 employees, a single headquarters location, no disclosed funding history, no M&A activity, and no institutional investment. Compliance footprint includes FINRA/SIPC membership (via Prospera) and CCPA compliance; the ownership structure appears to be founder-operated within the Prospera-affiliated advisor network.

Name

Price Perkins

Legal name

Price Perkins LLC

Website

https://priceperkins.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Price Perkins is a Virginia-based registered investment advisor providing retirement planning, asset management, life insurance, long-term care insurance, and college planning to individuals, families, corporations, and exclusive credit union members.

Ownership category

akta.pro rank

Headquarters

HQ city

Glen Allen

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

Revenue model

1. Financial Advisory and Planning Services: Price Perkins generates revenue through financial advisory and planning services offered to individuals, families, and corporations. Securities and advisory services are offered through Prospera Financial Services, Inc., a FINRA/SIPC member firm.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Price Perkins LLC is an independent financial advisory firm that provides personalized retirement planning, asset management, life insurance, long-term care insurance, and college planning services to individuals, families, and select corporate clients. The firm also offers employee benefit planning for corporate accounts and serves as the exclusive financial services provider to members of Connects Federal Credit Union and Henrico Federal Credit Union, executing securities and advisory transactions through its partner Prospera Financial Services, Inc.

Product overview

Price Perkins is a financial advisory firm offering a unified suite of wealth management services through its relationship with Prospera Financial Services, Inc. The core offering centers on comprehensive financial planning solutions covering retirement planning, asset management, life insurance, long-term care insurance, and college planning. The firm provides supplementary tools including financial calculators, educational articles, videos, and tax planning resources. Price Perkins is the exclusive provider of financial planning services for members of Connects Federal Credit Union and Henrico Federal Credit Union. The firm operates as a registered broker-dealer offering securities and advisory services through Prospera Financial Services, Inc., a FINRA/SIPC member.

Differentiator

Problem solved

Functional benefit

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Prospera Financial Services, Inc.coreChannel Partner/ Reseller/ DistributorPrice Perkins offers securities and advisory services through Prospera Financial Services, Inc., which is a member of FINRA/SIPC. This is the primary platform through which the firm delivers its financial services.

Recent moves4 records

Direct peers

• Savant Wealth Management: Mid-sized RIA offering financial planning, investment management, retirement, tax, and insurance services to individuals and families. Comparable because it offers the same integrated planning and insurance bundle targeting HNW individuals and families, with similar mid-market firm economics.
• Wealth Enhancement Group: Independent wealth management firm offering financial planning, investment management, retirement, and insurance solutions. Comparable because it provides the same comprehensive life-cycle planning services (retirement, insurance, estate, tax) to similar high-net-worth individual and family clients.
• Carson Group: RIA rollup and advisor support platform serving independent financial advisors with comprehensive wealth management, retirement, and insurance services. Comparable because it operates a similar advisor-affiliation model offering retirement, asset management, life insurance, and long-term care planning through partner firms.
• Hightower Advisors: National RIA partnership network providing wealth management, retirement planning, and insurance brokerage to individuals and families. Comparable because it aggregates independent advisors offering the same suite of services Price Perkins provides, with similar target customer segments.
• Sanctuary Wealth: Wealth management platform supporting independent advisors offering comprehensive financial planning and investment services. Comparable because its partner firms deliver the same integrated retirement, insurance, and asset management offering as Price Perkins, often through broker-dealer affiliations.

Broad incumbents

• Edelman Financial Engines: Large national RIA providing retirement planning, investment management, and financial planning services. Comparable because it serves individuals and families with the same retirement and wealth planning core that anchors Price Perkins' offering, though at significantly greater scale.
• Cambridge Investment Research: Large independent broker-dealer and RIA platform that hosts affiliated financial advisors offering comprehensive wealth and insurance planning. Comparable because Price Perkins itself operates under a similar broker-dealer-affiliation model (Prospera), and Cambridge's affiliated advisors deliver analogous services.
• Creative Planning: Large national RIA offering comprehensive financial planning, asset management, and insurance services to individuals and families. Comparable because it sells the same integrated wealth-and-insurance advisory bundle that Price Perkins offers, though at materially greater scale.

Regional players

• Davenport & Company: Virginia-headquartered investment and wealth advisory firm offering financial planning, investment management, and insurance services. Comparable because it competes in Price Perkins' core Richmond/Virginia market with overlapping wealth management, retirement, and insurance offerings for individuals and families.
• Cary Street Partners: Richmond, Virginia-based investment advisory and wealth management firm serving individuals, families, and institutions. Comparable because it operates in Price Perkins' same regional market offering investment advisory and financial planning services to overlapping client segments.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@priceperkins

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Price Perkins