Wilshire Group Financial Services

What Wilshire Group Financial Services does

Wilshire Group Financial Services is an independent insurance brokerage and financial advisory firm headquartered in Los Angeles, California, founded in 1976. The firm places insurance and annuity products from multiple carriers across the principal categories of life insurance, long-term care, disability income, critical illness, and annuities. It also delivers non-insurance financial advisory services covering estate planning, risk management, retirement planning, debt management, and tax minimization. Customers are individuals and families as the primary segment, with small to medium-sized businesses as a secondary segment served from the firm's single Los Angeles office.

The firm's business model is commission-based insurance placement supplemented by advisory fees, monetized through carrier relationships rather than proprietary product issuance. Distribution is referral-driven, leveraging an ecosystem of attorneys, accountants, and loan officers for lead generation. The team is small (within the 11-50 employee band) and advisor-led, with no disclosed technology platform, digital distribution channel, or proprietary underwriting capability.

The company is privately held with no disclosed funding rounds, acquisitions, executive transitions, or product launches beyond its longstanding multi-line brokerage and advisory offering. Growth is dependent on organic client referrals and advisor productivity within a single geographic market, with no evidence of expansion into additional states, channels, or product verticals in the available data.

Name

Wilshire Group Financial Services

Legal name

Wilshire Group Financial Services

Website

https://wilshiregfs.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Wilshire Group Financial Services is an independent insurance brokerage and financial advisory firm based in Los Angeles, founded in 1976. It places multi-carrier life, long-term care, disability, critical illness, and annuity coverage, and delivers estate, retirement, and tax advisory services to individuals, families, and small to medium businesses.

Ownership category

akta.pro rank

Product category

Insurance Brokerage and Financial Advisory Services

NAICS

Finance and Insurance (52)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAEADAF

Captive Insurance Advisory & Management

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Insurance Brokerage & Risk Advisory

SECONDARYFSAAACAA

Comprehensive/Full-Service RIAs & Independent Wealth Managers

Financial & Insurance/Asset & Wealth Management/Registered Investment Advisors (RIAs) & Independent Wealth Managers

Keywords

• Insurance brokerage
• Wealth preservation planning
• Life insurance advisory
• Retirement income planning
• Estate planning services

Headquarters

HQ city

Los Angeles

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

Revenue model

1. Commission-based Compensation: The company provides services without direct charge to clients. They are compensated when clients utilize companies that provide compensation to them - essentially a commission-based model where the firm earns referral/advisory commissions from insurance carriers and financial product providers when clients purchase recommended products.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Wilshire Group Financial Services is an independent insurance brokerage that provides insurance planning and wealth preservation services to individuals and businesses since 1976. The firm shops multiple insurance carriers on behalf of clients to source Life, Long Term Care, Disability, Critical Illness, and Annuity products, and complements this with financial planning advisory services covering estate planning, risk management, retirement accumulation, debt management, tax minimization, and retirement income. It is compensated via commissions from carrier partners rather than direct client fees.

Product overview

Wilshire Group Financial Services offers a comprehensive financial planning and insurance advisory service since 1976. The company operates as a unified advisory firm that provides both insurance products and financial planning services. Their product portfolio includes core insurance offerings (Life Insurance, Long Term Care Insurance, Disability Insurance, Critical Illness Insurance, and Annuities) complemented by a suite of advisory planning services (Estate and Legacy Planning, Risk Management, Retirement and Savings Asset Accumulation, Debt Management, Tax Minimization, and Retirement Income Planning). Rather than a platform-plus-modules architecture, they function as a single integrated advisory practice where insurance products and planning services work together to address clients' complete financial needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Insurance Insurance coverage providing a death benefit to beneficiaries, serving as a foundational component of financial planning and wealth preservation strategies for individuals and families.
• Long Term Care Insurance Insurance product covering extended care services for individuals unable to perform basic daily activities, protecting client assets from healthcare-related expenses.
• Disability Insurance Insurance coverage replacing income lost due to illness or injury, ensuring financial stability during periods of inability to work.
• Critical Illness Insurance Insurance providing a lump-sum payment upon diagnosis of specified serious medical conditions to help cover treatment costs and related expenses.
• Annuities Financial products providing regular income payments, typically used for retirement planning and long-term savings accumulation.
• Estate and Legacy Planning Financial planning service focused on the orderly transfer of assets and wealth to beneficiaries according to the client's wishes.
• Risk Management Advisory Advisory service identifying and mitigating financial risks through appropriate insurance coverage and strategic planning.
• Retirement and Savings Asset Accumulation Planning Planning service focused on building retirement savings through strategic investment and accumulation strategies.
• Debt Management Advisory Financial planning service addressing debt reduction and management strategies to improve overall financial health.
• Tax Minimization Planning Planning strategy designed to legally reduce tax obligations and maximize after-tax wealth accumulation.
• Retirement Income Planning Planning service ensuring sustainable income during retirement through coordinated use of various financial products and withdrawal strategies.

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and supporting.

• Insurance Carriers (Multiple)coreChannel Partner/ Reseller/ DistributorWilshire Group Financial Services works with multiple insurance carriers to provide Life Insurance, Long Term Care Insurance, Disability Insurance, Critical Illness Insurance, and Annuities. The firm has vast knowledge of their many carriers and shops for the best policy to suit client needs. The company is compensated when clients utilize these carrier products.
• AttorneyssupportingStrategic or Co-development PartnerThe firm maintains working relationships with attorneys for collaborative estate and legacy planning services, enabling clients to implement comprehensive financial plans.
• AccountantssupportingStrategic or Co-development PartnerCollaborative relationships with accountants to provide comprehensive financial planning that addresses tax minimization and overall financial strategy.
• Loan OfficerssupportingStrategic or Co-development PartnerWorking relationships with loan officers to assist clients with debt management and financial planning implementation.

Scale indicators2 records

Recent moves3 records

Expansion highlights1 record

Broad incumbents

• MassMutual: Mutual insurer offering life, disability, long-term care, and annuities through a network of financial advisors providing holistic planning services. Comparable to Wilshire in combining insurance distribution with retirement and estate planning, but with far broader scale and national footprint.
• Guardian Life: Mutual insurer offering life, disability, dental, and retirement products through a financial representative network with holistic planning services. Comparable in life-insurance-anchored holistic planning, but with national reach and proprietary products.
• New York Life: Mutual life insurer with a career-agent system distributing life insurance, long-term care, annuities, and retirement/wealth planning products. Comparable in product mix and advisory-led distribution model to Wilshire, though operating nationally with a much larger agent force.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of independent advisors who distribute life insurance, annuities, and wealth management products across multiple carriers. Comparable to Wilshire in independent, multi-carrier philosophy, but operating as an IBD platform rather than a single practice.
• Cambridge Investment Research: Independent broker-dealer supporting financial advisors offering insurance, retirement, and wealth planning services. Comparable as an independent multi-carrier distribution platform, though operates at substantially larger scale than Wilshire.
• Northwestern Mutual: Large mutual insurer and wealth manager with a captive advisor network offering life insurance, disability income insurance, annuities, and holistic financial planning. Comparable to Wilshire as a hybrid life-insurance-led wealth preservation practice, but with vastly greater scale, brand, and proprietary products.
• Cetera Financial Group: Independent broker-dealer and wealth management firm supporting independent financial advisors with insurance, annuity, and investment solutions. Comparable multi-carrier independent distribution model to Wilshire, but at IBD scale with institutional backing.

Emerging players

• Haven Life: Digital life insurance agency (a MassMutual agency) offering term life policies through a streamlined online application. Comparable to Wilshire's life-insurance focus, but competes as a digital-native distribution channel that undercuts the traditional advisory-led model.
• Policygenius: Digital-first insurance marketplace that compares life, disability, long-term care, and other policies across multiple carriers online. Comparable to Wilshire in multi-carrier life/disability/LTC shopping, but bypasses the human advisor with a self-service technology experience.
• SelectQuote: Online insurance distribution platform that shops term life, final expense, and other coverage across multiple carriers via a call-center/online hybrid. Comparable multi-carrier shopping approach to Wilshire, but scaled nationally through digital and telephony channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wilshiregfs
• LinkedInlinkedin.com/company/wilshire-group-financial-services
• Instagraminstagram.com/wilshiregroupfinancialservices
• Xx.com/wilshiregfs

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 Wilshire Group Financial Services