Anew Advisors
Anew Advisors is a fee-only fiduciary Registered Investment Advisor in Milwaukee, Wisconsin, providing retirement planning, 457 deferred compensation, VEBA accounts, employer plan consulting, and wealth management primarily to firefighters, police officers, and business leaders.
- Company typePrivate
- Founded1985
- HeadquartersMilwaukee, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Anew Advisors does
Anew Advisors is a fee-only fiduciary Registered Investment Advisor headquartered in Milwaukee, Wisconsin, providing retirement planning, wealth management, and tax-advantaged financial products to first responders (firefighters and police officers) and, secondarily, business leaders. Founded in 1985, the firm claims over 40 years of retirement and investment advisory experience and reports serving more than 3,500 members, operating as a small advisory boutique with 1–10 employees. Its offerings are vertically integrated around the first responder community and span individual one-on-one financial planning, group/department-level account solutions, employer-sponsored retirement plan fiduciary consulting (401k, 403b, 457), 457 deferred compensation advisory, VEBA health-expense accounts, and banking services.
The firm's product surface is organized through sub-brands (Anew Advisors 457, Anew Advisors VEBA, Anew Banking Services) and delivered via individual consultations, union/department engagements, and a Calendly-driven self-serve scheduling layer embedded across its website. Its core technology stack includes the third-party Riskalyze platform for portfolio risk analysis and client alignment; the firm does not disclose proprietary technology, APIs, or AI/ML capabilities. Distribution is primarily domestic and Wisconsin-focused, relying on direct advisory sales to enterprise clients (unions, associations, municipal departments) and inside sales to individuals, supported by a broad but undifferentiated social media presence across roughly ten platforms.
Anew Advisors generates revenue exclusively through asset-based advisory fees structured as a tiered schedule ranging from 1.25% on assets up to $250,000 down to 0.35% on $10M–$25M, with first responder accounts receiving preferential pricing of 1.00% below $1M. Third-party investment manager fees of approximately 0.50%–0.75% are charged separately, bringing total all-in cost to roughly 1.70% for typical first responder clients. The go-to-market motion is consultative and relationship-driven, emphasizing fiduciary positioning, plain-English educational content, and trust-building within first responder communities. No funding rounds, M&A activity, partnerships, or institutional investor involvement are disclosed, consistent with an independent, founder-owned advisory practice.
Anew Advisors firmographics
Firmographics- Name
- Anew Advisors
- Legal name
- Anew Advisors, LLC
- Website
- https://anewadvisors.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Anew Advisors is a fee-only fiduciary Registered Investment Advisor in Milwaukee, Wisconsin, providing retirement planning, 457 deferred compensation, VEBA accounts, employer plan consulting, and wealth management primarily to firefighters, police officers, and business leaders.
- Ownership category
- akta.pro rank
Anew Advisors industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)
- akta.pro secondary industries
- Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)
Keywords
Where Anew Advisors is headquartered
LocationHeadquarters
- HQ city
- Milwaukee
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Anew Advisors business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Advisory Fee - Percentage of Assets Under Management: Anew Advisors charges advisory fees as a percentage of assets under management, ranging from 1.25% for accounts up to $250,000 down to 0.35% for accounts between $10M-$25M, with rates above $25M negotiable. First responders receive preferential pricing at 1.00% for accounts under $1M versus standard 1.25% rate.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Up to $250,000 assets |
| Subscription | Annual | $250,000 - $500,000 assets |
| Subscription | Annual | $500,000 - $1,000,000 assets |
| Subscription | Annual | $1,000,000 - $2,500,000 assets |
| Subscription | Annual | $2,500,000 - $5,000,000 assets |
| Subscription | Annual | $5,000,000 - $10,000,000 assets |
| Subscription | Annual | $10,000,000 - $25,000,000 assets |
| Subscription | Multi-year contract | Above $25,000,000 assets |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Anew Advisors product offering
Product offeringCore offering
Anew Advisors is a fee-only fiduciary registered investment advisory firm providing retirement planning, wealth management, and investment advisory services. It specializes in serving first responders (police and fire service members) and business leaders, offering personalized retirement income planning, 457/deferred compensation advisory, VEBA account management, employer-sponsored plan consulting, and financial education programs delivered through individual consultations and union/association engagements.
Product overview
Anew Advisors is a financial advisory firm offering a unified suite of wealth management and retirement planning services tailored for first responders (police, fire, and emergency services personnel) and business leaders. The core offering combines individual financial planning sessions, group/department-level account solutions, and specialized retirement products including 457/deferred compensation plans and VEBA accounts. Additional services include financial training programs for departments and banking services. All services are delivered through a fee-based advisory model with fiduciary guidance.
Differentiator
Problem solved
Functional benefit
Brands
- Anew Advisors 457: 457/Deferred Compensation services providing alternatives to high-cost, poor-performing retirement options.
- Anew Advisors VEBA
- Anew Banking Services
Products and services
- Individual One-on-One Meetings
Quantifiable outcome
- 3,500+ members served across first responder community
Companies that use Anew Advisors
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Anew Advisors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Anew Advisors partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Anew Advisors competitors and assessment
Company assessmentDirect peers
- MissionSquare Retirement: National retirement plan provider (formerly ICMA-RC) with deep focus on public-sector employees including police, fire, and other first responders. Directly comparable to Anew in target market (first responders/municipal workers) and core retirement offerings (457, deferred comp, asset management).
- SageView Advisory Group: Independent RIA specializing in retirement plan advisory (401k, 403b, 457) for corporate and public-sector employers, plus individual wealth management. Comparable business model as a fee-only fiduciary firm providing plan-level and individual-level services.
- PlanMember Financial Corporation: Financial services firm specializing in 403(b), 401(k), and 457 retirement plans, particularly for public-sector employees including educators, healthcare, and first responders. Direct overlap with Anew's 457 advisory and first-responder focus.
- Allworth Financial: Independent RIA offering retirement planning, wealth management, and employer plan services to individuals and small businesses. Comparable fee-only fiduciary model and mix of individual retirement planning plus employer-sponsored plan advisory.
- Nationwide Retirement Solutions: Specialized in 457 and retirement plans for public-sector employees, especially first responders and educators. Closely competes in the same niche Anew serves, with similar focus on deferred-comp plan advisory and group retirement education.
Broad incumbents
- OneAmerica Financial Partners: Insurance and retirement services company offering employer-sponsored retirement plans including 401k, 403b, and VEBA-type benefits. Comparable to Anew's mix of employer plan advisory and VEBA/insurance-adjacent benefits for first responders and municipal employers.
- Empower Retirement: One of the largest U.S. retirement plan recordkeepers and wealth managers, serving millions across 401k, 403b, and 457 plans with significant public-sector penetration. Comparable to Anew on the 457 advisory and workplace retirement side, but with vastly larger scale and broader product set.
- Fidelity Institutional Wealth Services: Major brokerage and workplace retirement provider with broad RIA custody and 401k/403b/457 capabilities serving individuals and institutions. Overlaps with Anew across retirement plan advisory and individual wealth management, though operates at national scale and is not niche-focused on first responders.
- Edelman Financial Engines: Large independent RIA providing retirement plan advice, investment management, and wealth planning to individuals and employer plans. Comparable to Anew on the retirement-plan advisory and individual wealth management side, though with national scale and broader employer base.
Emerging players
- Facet Wealth: Tech-enabled flat-fee financial planning firm targeting mass-affluent clients including public-sector employees. Different fee model but competes for the same underlying first-responder/mid-market retirement planning demand with a more scalable digital delivery model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Anew Advisors social profiles
Digital presenceAnew Advisors financial estimates
Financial estimateRevenue estimate
Valuation estimate
Anew Advisors leadership team
Management profileNumber of profiles
Anew Advisors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Anew Advisors 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 Anew Advisors
What does Anew Advisors do?
Anew Advisors is a fee-only fiduciary registered investment advisory firm providing retirement planning, wealth management, and investment advisory services. It specializes in serving first responders (police and fire service members) and business leaders, offering personalized retirement income planning, 457/deferred compensation advisory, VEBA account management, employer-sponsored plan consulting, and financial education programs delivered through individual consultations and union/association engagements.
Is Anew Advisors a public or private company?
Anew Advisors is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Anew Advisors founded?
Anew Advisors was founded in 1985. It employs 1 to 10 people.
Where is Anew Advisors based?
Anew Advisors is headquartered in Milwaukee, United States, in the North America region.
How does Anew Advisors make money?
One revenue line is on record: advisory Fee - Percentage of Assets Under Management.
Who are Anew Advisors's main competitors?
Direct peers on record are MissionSquare Retirement, SageView Advisory Group, PlanMember Financial Corporation, Allworth Financial and Nationwide Retirement Solutions. Broad incumbents are OneAmerica Financial Partners, Empower Retirement, Fidelity Institutional Wealth Services and Edelman Financial Engines. Facet Wealth is listed as an emerging player.
Does Anew Advisors have an API?
No public API is recorded for Anew Advisors.
What industry is Anew Advisors in?
Anew Advisors's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEABAA, Registered Investment Advisor (RIA) Wealth Management, with a secondary code of FSAEABAE, Employer Retirement Plan Advisory (401(k)/Pension). Its NAICS code is 523940 and its SIC code is 6282.