LVZ

Wealth Management and Financial Advisory Serviceslvzadvisors.com

LVZ, Inc. is a privately held, federally registered investment adviser founded in 1960, operating through LVZ Financial Planning (for individuals) and LVZ Investment Management (for financial advisors). The Michigan-based boutique firm manages multi-million-dollar portfolios with a team-based, personalized advisory model.

Company typePrivate
Founded1960
HeadquartersHolland, United States
Headcount11–50
GTM typeB2B and B2C
OfferingServices

What LVZ does

LVZ, Inc. is a privately held, federally registered investment adviser founded in 1960 and headquartered in Holland, Michigan. The firm operates under two DBAs: LVZ Financial Planning, which delivers hyper-personalized financial planning services to individual clients across tax and estate planning, cash flow management, insurance, investments, and retirement planning; and LVZ Investment Management, which provides back-office portfolio management and operational support to financial advisors. The firm is described as a boutique investment manager with over a century of combined team experience, managing multi-million-dollar bespoke portfolios.

The firm's business model is built on three revenue streams: investment advisory fees (subscription/recurring), securities transaction fees (distributed through its broker-dealer partner Harbour Investments, Inc., a FINRA/SIPC member), and insurance product commissions. Securities are offered across 24 U.S. states and insurance across 22 states, though physical operations remain centered on three Michigan offices (Holland, Okemos, Ann Arbor). Client acquisition is sales-led, driven by direct financial advisor relationships and supplemented by a multi-channel marketing presence spanning LinkedIn, Facebook, Instagram, YouTube, and the Market Pulse podcast.

LVZ does not operate a proprietary technology platform and has no disclosed AI, API, or integration capabilities. The company's competitive positioning rests on long-tenured practitioner expertise, personalized service delivery, and the operational dependency created by its advisor back-office offering. The firm has undergone no recent funding rounds, acquisitions, or public strategic restructurings, and remains a small, independently operated boutique (11-50 employees) with a 65-year operating history.

LVZ firmographics

Firmographics

Name: LVZ
Legal name: LVZ, Inc.
Website: https://lvzadvisors.com
Company type: Private
Founded year: 1960
Operating status: Operating
Headcount range: 11–50 employees
Short description: LVZ, Inc. is a privately held, federally registered investment adviser founded in 1960, operating through LVZ Financial Planning (for individuals) and LVZ Investment Management (for financial advisors). The Michigan-based boutique firm manages multi-million-dollar portfolios with a team-based, personalized advisory model.
Ownership category
akta.pro rank

LVZ industry classification

Industry

Product category: Wealth Management and Financial Advisory Services
NAICS: Portfolio Management and Investment Advice (523940), Insurance Agencies and Brokerages (524210)
SIC: Investment Advice (6282), Insurance Agents, Brokers & Service (6411)
akta.pro primary industry: Comprehensive Financial Planning (FSAEAAAA)
akta.pro secondary industry: Discretionary Portfolio Management (DPM) (FSAAABAC)

Keywords

Financial planning services
Investment management
Retirement planning
Tax and estate planning
Wealth management

Where LVZ is headquartered

Location

Headquarters

HQ city: Holland
HQ country: United States
HQ region: North America

Offices3 records

Markets served

LVZ business model

Business model

GTM type: B2B and B2C
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

Investment Advisory Services: Investment advisory services offered through LVZ, Inc. as a federally registered investment adviser. These services are provided to both individual clients and financial advisors seeking back-office portfolio management.
Securities Sales: Securities offered through Harbour Investments, Inc., a FINRA/SIPC member broker-dealer. LVZ acts as a registered investment adviser while securities are distributed through this partnership.
Insurance Products: Insurance products offered across 22 states in the U.S.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

LVZ product offering

Product offering

Core offering

LVZ provides comprehensive financial planning services for individuals covering tax and estate planning, cash flow management, insurance, investments, and retirement planning. The firm also offers back-office investment management services for financial advisors, providing dedicated portfolio oversight in real-time. Securities are offered through Harbour Investments, Inc. across 24 states, and insurance products are offered across 22 states.

Product overview

LVZ operates as a single-platform financial services firm offering two interconnected service lines. LVZ Financial Planning provides hyper-personalized planning services for individuals, encompassing tax and estate planning, cash flow management, insurance, investments, and retirement planning. LVZ Investment Management serves as a dedicated back-office solution for financial advisors, offering real-time portfolio oversight and operational support. Both services are supported by the Market Pulse podcast, which delivers market insights to clients. The company also offers securities through Harbour Investments, Inc. and investment advisory services through LVZ, Inc.

Differentiator

Problem solved

Functional benefit

Companies that use LVZ

Customer profile

Segments2 records

Ideal customer profiles2 records

LVZ technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

LVZ partnerships and signals

Strategic signal

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

LVZ competitors and assessment

Company assessment

Direct peers

Sanctuary Wealth: Wealth platform providing independent advisors with back-office support, investment solutions, and compliance infrastructure — directly comparable to LVZ Investment Management's advisor-services offering.
Stratos Wealth Partners: Wealth management platform providing back-office investment and operational support to independent advisors — a comparable offering to LVZ Investment Management.
Carson Group: Carson Group is a direct peer offering back-office technology, investment management, and practice consulting to financial advisors — the same operating model LVZ Investment Management delivers on a smaller scale.

Broad incumbents

Creative Planning: Large privately held RIA offering comprehensive financial planning, investment management, and tax services to individuals — overlapping directly with LVZ Financial Planning on the individual side at greater scale.
Fisher Investments: Large global investment management firm serving high-net-worth individuals and institutions — a scaled incumbent competing in the same discretionary portfolio management category as LVZ.
Commonwealth Financial Network: Broker-dealer and RIA platform offering back-office services and practice management to independent advisors — adjacent competitor in the advisor-services space.
Mercer Advisors: National RIA with turnkey asset management and financial planning for both individuals and advisors — directly comparable dual-sided business model to LVZ.
Edelman Financial Engines: One of the largest independent RIAs in the U.S., providing holistic financial planning and investment management to individuals — a broad incumbent competitor to LVZ's individual planning services.
Mariner Wealth Advisors: Large national RIA providing comprehensive financial planning, tax, estate, and investment management services to individuals and advisors — a scaled-up version of LVZ's dual-service model.
LPL Financial: Largest independent broker-dealer in the U.S., providing advisors with custody, clearing, and back-office technology — the broad incumbent whose services compete with LVZ's Harbour Investments partnership.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

LVZ compliance and trust

Trust signal

Compliance2 records

LVZ financial estimates

Financial estimate

Revenue estimate

Valuation estimate

LVZ leadership team

Management profile

Number of profiles

LVZ funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

LVZ M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LVZ

What does LVZ do?

Is LVZ a public or private company?

LVZ is a private company. It is classified as unknown and is currently operating.

When was LVZ founded?

LVZ was founded in 1960. It employs 11 to 50 people.

Where is LVZ based?

LVZ is headquartered in Holland, United States, in the North America region.

How does LVZ make money?

Three revenue lines are on record. Investment Advisory Services are the primary driver. The others are securities Sales and insurance Products.

Who are LVZ's main competitors?

Direct peers on record are Sanctuary Wealth, Stratos Wealth Partners and Carson Group. Broad incumbents are Creative Planning, Fisher Investments, Commonwealth Financial Network, Mercer Advisors, Edelman Financial Engines, Mariner Wealth Advisors and LPL Financial.

Does LVZ have an API?

No public API is recorded for LVZ.

What industry is LVZ in?

LVZ's product category is Wealth Management and Financial Advisory Services. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning, with a secondary code of FSAAABAC, Discretionary Portfolio Management (DPM). Its NAICS code is 523940 and its SIC code is 6282.