Feller & Associates

What Feller & Associates does

Feller & Associates is a privately held, independent financial advisory firm headquartered at 120 North Main Street in Charles City, Iowa. The firm provides personalized financial planning and advisory services to individual clients and small-to-medium business owners, with offerings spanning retirement planning, investment management, tax management, estate planning, risk management, education funding, and employee and executive benefits. Its business market services practice is concentrated in Eastern Iowa and Southern Minnesota, covering exit planning, survivor income, income protection, business protection, and non-qualified deferred compensation. The firm is family-operated, with three credentialed financial advisors (William H. Feller, JD, CFP®; Erich Feller, RICP®, CFP®; Eric Miller, RICP®), supported by an office manager/registered representative (Anna Miller) and an administrative assistant (Bridgette Hinders).

The firm's go-to-market is sales-led, relying on direct advisor engagement supported by an extensive content marketing presence — a Learning Center with articles, financial calculators, flipbooks, monthly newsletters, and short educational videos — plus online quote-request forms for annuity, long-term care, life, disability, and 401(k) products. All securities and advisory services are offered through Principal Securities, Inc. (a registered broker-dealer and investment adviser), and insurance products are issued through Principal National Life Insurance Company and Principal Life Insurance Company, with the firm acting as registered representatives earning commissions and advisory fees. Feller & Associates is not an affiliate of the Principal Financial Group. The firm is not a technology company: it has no proprietary software, no API, no app, no disclosed data assets, and no AI/ML capabilities; its technology footprint consists of standard educational web tools and Principal's product platform.

Revenue is generated through professional advisory fees, insurance and annuity commissions on Principal-issued products, and securities commissions via Principal Securities. The firm does not publicly disclose pricing, AUM, client count, or revenue figures, and operates without any disclosed funding rounds, M&A, or institutional investors.

Name

Feller & Associates

Legal name

Feller & Associates

Website

https://fellerandassociates.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Feller & Associates is a privately held, independent financial advisory firm in Charles City, Iowa, offering retirement, investment, estate, tax, and insurance planning to individuals and small-to-medium business owners in Eastern Iowa, Southern Minnesota, and other multi-state licensed markets via Principal Securities.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retirement Income Planning & Decumulation Advisory (FSAEABAD)

akta.pro secondary industry

Claims Advocacy & Loss Recovery Services (FSAEADAH)

Keywords

• Financial advisory services
• Retirement planning
• Investment management
• Life insurance
• Estate planning

Headquarters

HQ city

Charles City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Financial Advisory Services: The firm provides comprehensive financial advisory services including retirement planning, investment management, estate planning, tax management, and risk management. Revenue is generated through advisory fees associated with these personalized financial planning services.
2. Insurance Products: Feller & Associates offers annuity products (including variable annuities), life insurance (including variable life), long-term care insurance, and disability income insurance. These products are offered through Principal Securities and Principal National/Principal Life Insurance companies, with the firm acting as licensed representatives earning commissions.
3. Securities and Investment Products: The firm offers securities and advisory services through Principal Securities, Inc., a registered broker-dealer and investment adviser. Advisors are registered to offer securities and advisory services to clients.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Feller & Associates is a full-service financial advisory firm providing personalized retirement planning, investment management, life insurance, tax management, estate planning, risk management, education funding, and employee/executive benefits to individual clients. It also delivers Business Market Services (exit planning, estate planning, survivor income, income protection, business protection, non-qualified deferred compensation) to small and medium business owners in Eastern Iowa and Southern Minnesota. Securities and insurance products are offered through Principal Securities, Inc. and Principal National/Principal Life Insurance Companies.

Product overview

Feller & Associates is a full-service financial advisory firm offering a coordinated suite of services rather than a unified software product. The firm's offerings include Retirement Planning, Tax Management, Estate Planning, Risk Management, Education Funding, Investment Planning, and Employee/Executive Benefits services. These are delivered alongside a library of educational tools including Financial Calculators (loan payoff, disability income, cash flow, savings, retirement, tax, IRA, college, net worth, life insurance, and life expectancy calculators) and Financial Flipbooks covering topics such as Social Security, Medicare, investing basics, tax strategies, retirement planning, estate planning, and insurance. The firm also serves small to medium businesses in Eastern Iowa and Southern Minnesota with specialized Business Market Services including Exit Planning, Estate Planning, Survivor Income, Income Protection, Business Protection, and NonQualified Deferred Compensation.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement Planning Services Comprehensive retirement planning including employer-sponsored retirement plans, IRAs, retirement savings calculations, and distribution strategies, delivered to individual clients seeking personalized retirement readiness guidance.
• Investment Planning Services Asset allocation determination, risk tolerance assessment, and investment vehicle recommendations to help individual clients reach their financial goals, offered through Principal Securities, Inc.
• Tax Management Services Tax planning and management services including strategies to reduce current and future tax burden, with referrals to qualified tax specialists as needed.
• Estate Planning Services Estate planning including wills review, trust planning, beneficiary designations, estate tax reduction, probate cost management, and coordination with tax and legal advisors.
• Risk Management Services Risk management through review of existing life and disability insurance policies, policy change recommendations, and identification of optimal coverage for individual situations.
• Education Funding Services Investment and accumulation strategies designed to help clients save for children's education expenses, including 529 and other college-funding vehicles.
• Employee and Executive Benefits Services Business benefit package design intended to help attract and retain qualified employees, including non-qualified deferred compensation arrangements for business clients.
• Business Market Services Specialized services for small to medium businesses in Eastern Iowa and Southern Minnesota including Exit Planning, Estate Planning, Survivor Income, Income Protection, Business Protection, and Non-Qualified Deferred Compensation.
• Annuity Products Annuity offerings including variable annuities, made available through Principal Securities, Inc. and Principal National Life Insurance Company/Principal Life Insurance Company.
• Life Insurance Products Life insurance offerings including variable life insurance, issued through Principal National Life Insurance Company and Principal Life Insurance Company.
• Long-Term Care Insurance Long-term care insurance offerings made available through Principal National Life Insurance Company and Principal Life Insurance Company.
• Disability Income Insurance Disability income insurance offerings for individual clients, available through Principal National Life Insurance Company and Principal Life Insurance Company.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Feller & Associates