Kruse Financial Group
Kruse Financial Group is a privately held, family-owned financial advisory firm founded in 1987 in Dakota Dunes, SD, affiliated with New York Life, Eagle Strategies, and The Nautilus Group, providing estate, retirement, succession, and wealth management planning to business owners, farmers, ranchers, and high net worth families across 20+ U.S. states.
- Company typePrivate
- Founded1987
- HeadquartersElk Point, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Kruse Financial Group does
Kruse Financial Group is a privately held, family-owned financial advisory firm founded in 1987 by Joe Kruse and headquartered at 330 Oak Tree Lane in Dakota Dunes, South Dakota. The firm operates as an independent insurance agency and Registered Investment Adviser affiliated with New York Life Insurance Company, Eagle Strategies LLC, The Nautilus Group, and Ash Brokerage. It serves approximately seven internal staff including Joe Kruse (President), Tyler Kruse (Partner), Trever Dodd (Associate Financial Advisor), Abby Austin (Client Services Associate), Brooklyn Gilster, Kristin Beswick (Office Manager), and Renee Kruse (Financial Controller), licensed across more than 20 U.S. states. Core service lines include estate planning, wealth management, retirement income planning, investment management, asset protection, charitable planning, business succession, executive benefits, key person insurance, buy-sell agreement funding, and deferred compensation, delivered through a personalized, sales-led, six-step advisory process.
The firm's primary digital tool is the eMoney Advisor-powered Wealth Management Solutions platform, which provides account aggregation, an encrypted online document vault, interactive financial scenario modeling, VIP services tracking, and customized reporting. It is positioned as a planning and engagement interface rather than proprietary technology, with client access also provided to New York Life, NYLIFE Securities, American Funds, and Mainstay Funds portals. The firm publishes two newsletters (The Nautilus Navigator, The Eagle Edge), maintains a Concepts and Strategies educational library, offers financial calculators, and runs structured programs including Life Plan Strategies for Your Business and Lifetime of Hope for families with special needs dependents.
Revenue is generated through three streams: commissions on insurance and annuity products (life insurance, long-term care, fixed deferred annuities) sourced primarily through New York Life with supplemental products via Ash Brokerage; fee-based investment advisory revenue through Eagle Strategies LLC; and financial planning fees for comprehensive engagements including retirement income, estate, and business succession planning. Pricing is personalized and quote-based rather than publicly disclosed. The go-to-market is relationship-driven field sales targeting business owners, farmers and ranchers, high net worth families, and individuals and families, with marketing conducted through the firm website, Calendly scheduling, community involvement in the Siouxland region, newsletter distribution, and educational content. The firm is recognized by Joe Kruse's New York Life Council President (2023) and multiple Great Plains Agent of the Year awards (2002, 2008, 2014, 2015, 2016), along with MDRT Top of the Table status.
Kruse Financial Group firmographics
Firmographics- Name
- Kruse Financial Group
- Legal name
- Kruse Financial Group
- Website
- https://krusefinancial.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Kruse Financial Group is a privately held, family-owned financial advisory firm founded in 1987 in Dakota Dunes, SD, affiliated with New York Life, Eagle Strategies, and The Nautilus Group, providing estate, retirement, succession, and wealth management planning to business owners, farmers, ranchers, and high net worth families across 20+ U.S. states.
- Ownership category
- akta.pro rank
Kruse Financial Group industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940), Finance and Insurance (52)
- 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 & Pension Planning (401(k)/IRA) (FSAEAAAD), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)
Keywords
Where Kruse Financial Group is headquartered
LocationHeadquarters
- HQ city
- Elk Point
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Kruse Financial Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Insurance Products: Revenue generated from selling life insurance, annuities, long-term care insurance through New York Life Insurance Company and other carriers via Ash Brokerage partnerships
- Securities and Investment Advisory Services: Revenue from fee-based financial planning, investment advisory services, and access to investment management programs through Eagle Strategies LLC
- Financial Planning Fees: Fees for comprehensive financial planning services including retirement income planning, estate planning, and business succession planning
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Comprehensive financial planning services for individuals and business owners |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Kruse Financial Group product offering
Product offeringCore offering
Kruse Financial Group delivers holistic financial planning, wealth management, and insurance solutions through licensed financial advisors affiliated with New York Life Insurance Company, Eagle Strategies LLC, and NYLIFE Securities LLC. Core offerings include life insurance, annuities, long-term care insurance, mutual funds, fee-based investment advisory services, and comprehensive planning services covering estate planning, retirement income, business succession, charitable giving, asset protection, and disability/long-term care needs.
Product overview
Kruse Financial Group is a financial advisory firm offering a unified service portfolio rather than a software platform. Their core offering includes financial planning, wealth management, and insurance products delivered through personal advisory relationships. The Wealth Management Solutions platform, powered by eMoney Advisor, serves as their primary digital tool providing account aggregation, document vault, and interactive planning capabilities. Personal solutions encompass estate planning, retirement planning, asset protection, charitable planning, investment management, and disability planning. Business solutions include succession planning, executive benefits, key person insurance, buy-sell agreement funding, and deferred compensation. The Nautilus Navigator and The Eagle Edge newsletters provide ongoing client education. Additional programs like Life Plan Strategies for Your Business and Lifetime of Hope offer structured planning frameworks, while the Concepts and Strategies Library provides educational resources on various financial topics.
Differentiator
Problem solved
Functional benefit
Products and services
- Life Insurance
- Annuities
- Long-Term Care Insurance
- Mutual Funds
- Securities Products & Services
- Financial Advisory Services
- Estate Planning
- Wealth Management & Retirement Planning
- Asset Protection
- Charitable Planning
- Investment Management
- Comprehensive Financial Planning
- Disability and Extended Care Needs Planning
- Succession Planning
- Executive Benefits
- Key Person Insurance
- Buy-Sell Agreement Funding
- Deferred Compensation Funding
Quantifiable outcome
- Council President 2023 - top producing agent among approximately 12,000 New York Life licensed agents
- +1 more outcomes
Companies that use Kruse Financial Group
Customer profileSegments4 records
Ideal customer profiles4 records
Kruse Financial Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature1 record
Kruse Financial Group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- New York Life Insurance CompanycoreNew York Life Insurance Company is a Fortune 100 company and one of the largest mutual individual life insurance companies in the United States. Joe Kruse, Tyler Kruse, and fellow financial professionals are affiliated with New York Life. The company provides life insurance, annuities, long-term care insurance, and mutual funds. New York Life has received highest financial strength ratings from S&P (AA+), A.M. Best (A++), Moody's (Aa1), and Fitch (AAA).
- The Nautilus GroupcoreThe Nautilus Group is an exclusive resource for Member Agents working with affluent and high net worth clients. Nautilus provides consultative services and technical case design supporting estate, business, charitable, insurance, and retirement strategies. Located in Dallas, TX, staffed by professionals experienced in law, taxation, accounting, business, insurance, finance, and philanthropic planning.
- Eagle Strategies LLCcoreEagle Strategies LLC is a registered investment adviser (RIA) headquartered in New York City, wholly owned subsidiary of New York Life Insurance Company. Through Eagle Strategies, Joe Kruse and Tyler Kruse provide fee-based financial planning, investment advisory services, and access to investment management programs.
- Ash BrokerageminorAsh Brokerage is an unaffiliated privately-owned family-operated insurance brokerage general agency. They provide products and support for life insurance, long-term care, disability income, and annuities not available through New York Life or its subsidiaries. Their partnership complements the mission to provide objective solutions to suit individual client needs.
- eMoney AdvisorcoreeMoney Advisor powers the firm's Wealth Management Solutions platform. The digital platform provides account aggregation, online document vault, interactive planning tools, VIP services tracking, and customized reporting. This technology enables advisors to collaborate with clients' other professional advisors including attorneys, CPAs, and business consultants.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Kruse Financial Group competitors and assessment
Company assessmentBroad incumbents
- MassMutual Financial Group: Mutual life insurer with a captive career-agent system offering life insurance, retirement, and wealth management to business owners and families — directly comparable captive model to New York Life/Kruse.
- New York Life Insurance Company: Kruse's core carrier affiliate and parent of Eagle Strategies RIA and NYLIFE Securities; the firm operates within NYL's captive system, making NYL the broader incumbent against which Kruse's independent practice positioning is differentiated.
- Northwestern Mutual: Large mutual insurer with a captive advisor network selling life insurance, disability, annuities, and investment products with a holistic planning approach — directly mirrors NYL/Kruse's integrated insurance + wealth model at much greater scale.
- Ameriprise Financial: Diversified financial services firm with an advisor network delivering financial planning, wealth management, and insurance to HNW clients and business owners — overlaps Kruse's HNW/business-owner segment with similar planning-led value proposition.
- Edward Jones: Large captive advisor firm offering investment, insurance, and financial planning to individuals and small business owners across the U.S. — comparable target market and relationship-based service model, though at materially greater scale.
Direct peers
- Commonwealth Financial Network: Independent RIA and broker-dealer supporting a national network of financial advisors offering holistic planning, insurance, and investment services to individuals and small business owners — directly comparable to Kruse's affiliation-based advisor model.
- Cambridge Investment Research: Independent broker-dealer supporting thousands of financial advisors with insurance, investment, and planning capabilities — comparable scale and service mix to Kruse's affiliation-driven practice.
- Cetera Advisor Networks: Independent advisor network providing practice management, technology, and compliance support to mid-sized advisory practices serving HNW individuals and business owners with comprehensive financial planning — closely matches Kruse's service scope and target market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Kruse Financial Group social profiles
Digital presenceKruse Financial Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kruse Financial Group leadership team
Management profileNumber of profiles
Profiles6 records
Kruse Financial Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kruse 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 Kruse Financial Group
What does Kruse Financial Group do?
Kruse Financial Group delivers holistic financial planning, wealth management, and insurance solutions through licensed financial advisors affiliated with New York Life Insurance Company, Eagle Strategies LLC, and NYLIFE Securities LLC. Core offerings include life insurance, annuities, long-term care insurance, mutual funds, fee-based investment advisory services, and comprehensive planning services covering estate planning, retirement income, business succession, charitable giving, asset protection, and disability/long-term care needs.
Is Kruse Financial Group a public or private company?
Kruse Financial Group is a private company. It is classified as family owned and is currently operating.
When was Kruse Financial Group founded?
Kruse Financial Group was founded in 1987. It employs 1 to 10 people.
Where is Kruse Financial Group based?
Kruse Financial Group is headquartered in Elk Point, United States, in the North America region.
How does Kruse Financial Group make money?
Three revenue lines are on record. Insurance Products are the primary driver. The others are securities and Investment Advisory Services and financial Planning Fees.
Who are Kruse Financial Group's main competitors?
Broad incumbents on record are MassMutual Financial Group, New York Life Insurance Company, Northwestern Mutual, Ameriprise Financial and Edward Jones. Direct peers are Commonwealth Financial Network, Cambridge Investment Research and Cetera Advisor Networks.
Does Kruse Financial Group have an API?
No public API is recorded for Kruse Financial Group.
What industry is Kruse Financial Group in?
Kruse Financial Group's product category is 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.