Cardinal Hill Wealth Advisory Group

What Cardinal Hill Wealth Advisory Group does

Cardinal Hill Wealth Advisory Group, LLC is an independent wealth management firm founded in 2000 and headquartered at 51 JFK Parkway, First Floor West, Short Hills, New Jersey. The firm delivers personalized financial planning, investment management, insurance and risk management, tax planning, and estate and legacy planning services to individuals, families, pre-retirees, retirees, divorcees and widows, and business owners and executives. The advisory team consists of four core members led by Founder and Managing Partner Anthony J. Lee (holding CWS, CPFA, and NQPC designations), supported by Executive Vice President-Wealth Manager Kevin J. Fay, Senior Financial Consultant Peter DeAngelis, and Office Administrator Jennifer Wilen. Service is delivered through a relationship-based, high-touch model with a minimum of twelve client contacts per year and semi-annual face-to-face meetings.

The firm's core technology stack consists of AdviceWorks, a Cetera-network cloud-based client portal providing account aggregation, document storage, goal tracking, and real-time progress visualization, available via web and mobile applications on iOS and Android. Supporting platforms include eMoney for financial planning, Pershing (via NetXInvestor) for custody and account access, and MoneyGuidePro for retirement and wealth projections. Cardinal Hill supplements its in-house team through two Cetera resource partnerships: the Cetera Advanced Planning Team, which delivers tax-smart portfolio analysis, capital gains impact analysis, and estate planning, and the Cetera Financial Plan Design Group, a team of two paraplanners and two CERTIFIED FINANCIAL PLANNERS providing unbiased plan design.

Revenue is generated through fee-based investment advisory services delivered under Cetera Investment Advisers LLC and securities transactions executed through Cetera Advisors LLC (member FINRA/SIPC), producing a mix of recurring AUM-based advisory fees and transaction commissions. The firm markets primarily through its website resource center (articles, calculators, and educational videos) and converts prospects via OnceHub-powered scheduling. As a privately held LLC within the Cetera Financial Group network, Cardinal Hill operates with autonomy over client relationships while leveraging Cetera's broker-dealer, RIA, and back-office infrastructure for regulatory, custodial, and specialized planning support.

Name

Cardinal Hill Wealth Advisory Group

Legal name

Cardinal Hill Wealth Advisory Group, LLC

Website

https://cardinalhillgroup.com

Company type

Private

Founded year

2000

Operating status

Operating

Short description

Cardinal Hill Wealth Advisory Group is an independent wealth management firm in Short Hills, New Jersey, serving individuals, families, retirees, divorcees, and business owners with personalized financial planning, investment management, tax, estate, and insurance advisory services through the Cetera Financial Group network.

Ownership category

akta.pro rank

Product category

Wealth Management & Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB)

akta.pro secondary industries

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

Keywords

• Wealth management
• Financial planning
• Investment advisory
• Retirement planning
• Estate planning

Headquarters

HQ city

Short Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: Fee-based investment advisory services provided through Cetera Investment Advisers LLC. The firm provides personalized financial planning and portfolio management tailored to individual client needs, risk tolerance, and financial objectives.
2. Securities Transactions: Securities offered through Cetera Advisors LLC, a broker/dealer member FINRA/SIPC. Revenue derived from advisory fees and securities transaction commissions.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Cardinal Hill Wealth Advisory Group is an independent wealth management firm offering personalized financial planning, investment management, retirement planning, tax planning, estate planning, and insurance and risk management services for individuals, families, and business owners. Securities are offered through Cetera Advisors LLC and investment advisory services through Cetera Investment Advisers LLC, with high-touch client engagement via the AdviceWorks cloud portal and scheduled face-to-face meetings.

Product overview

Cardinal Hill Wealth Advisory Group is an independent wealth management firm offering a comprehensive suite of financial planning and advisory services. The firm's core offering centers on personalized wealth management for individuals, families, pre-retirees, retirees, divorcees, widows, executives, and business owners. The primary client-facing digital platform is AdviceWorks, a cloud-based portal enabling account aggregation, document storage, goal tracking, and advisor collaboration. Additional modules include Cetera Advanced Planning Team (multi-faceted investment solutions with tax-smart analysis) and Cetera Financial Plan Design Group (customized financial plans from certified planners). Service offerings span Financial Planning, Investment Management, Insurance & Risk Management, Tax Planning, and Estate & Legacy Planning for individuals; and Business Planning, Retirement & Qualified Plans, Employee Benefits, and Exit & Transition Strategies for business clients. The firm also provides educational resources including calculators, articles, and videos through its resource center.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning

Quantifiable outcome

• At least 12 client contacts per year with semi-annual face-to-face meetings

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core.

• Cetera Advisors LLCcoreChannel Partner/ Reseller/ DistributorSecurities offered through Cetera Advisors LLC, a broker/dealer member FINRA/SIPC. This is the primary channel through which Cardinal Hill executes securities transactions for clients.
• Cetera Investment Advisers LLCcoreChannel Partner/ Reseller/ DistributorRegistered investment adviser providing the regulatory and advisory infrastructure for Cardinal Hill's investment advisory services.
• Cetera Advanced Planning TeamcoreStrategic or Co-development PartnerInternal team of tenured professionals providing knowledge in financial planning, insurance, lending, advisory, annuities, and alternatives. Provides comprehensive tax-intelligent planning including Tax-Smart Portfolio Analysis, Asset Allocation, Capital Gains Impact Analysis, and Estate Plans.
• Cetera Financial Plan Design GroupcoreStrategic or Co-development PartnerResource partner composed of two paraplanners and two CERTIFIED FINANCIAL PLANNERS bringing more than 100 years of combined experience. Specializes exclusively in financial planning for unbiased assessment and customized plan development.
• AdviceWorkscoreTechnology or IntegrationAll-in-one cloud-based financial planning platform providing clients with secure account linking, document storage, goal tracking, and real-time financial progress monitoring. Mobile app available through iOS and Android app stores.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Cetera Financial Group: Parent network/strategic operating company that provides Cardinal Hill with its broker-dealer, RIA, and advanced planning infrastructure. Directly comparable as the umbrella organization under which Cardinal Hill operates and against which similar independent firms are affiliated.
• LPL Financial: Largest independent broker-dealer in the U.S. with a network of ~22,000 advisors. Directly comparable as a competing large IBD/RIA platform that hosts independent wealth advisory practices similar to Cardinal Hill.
• Fisher Investments: Large independent investment management firm serving HNW individuals, families, and institutions. Comparable as a larger, established independent player in the wealth advisory space targeting similar client profiles.
• Creative Planning: Large independent RIA serving HNW and UHNW clients with comprehensive wealth, tax, and estate planning services. Comparable as a larger, established independent RIA operating in the same comprehensive-planning category as Cardinal Hill.
• Edelman Financial Engines: One of the largest independent RIAs in the U.S. providing goal-based financial planning and investment management to mass-affluent and HNW households. Comparable in target client segments (especially retirement-focused) and comprehensive planning approach.
• Carson Group: Large advisor-focused wealth management platform serving independent financial advisors with coaching, technology, and back-office support. Comparable as an alternative umbrella organization for independent advisory practices like Cardinal Hill.
• Mariner Wealth Advisors: National independent wealth advisory firm offering comprehensive financial planning to HNW individuals and families. Directly comparable in service model (planning-led, advisor-centric) but operates at significantly greater scale than Cardinal Hill.

Direct peers

• Commonwealth Financial Network: Independent broker-dealer/RIA platform supporting ~2,200 advisors with comprehensive financial planning infrastructure. Closely comparable to Cardinal Hill's Cetera affiliation model, serving mass-affluent to HNW clients with planning-led advisory practices.
• Modera Wealth Management: Mid-sized independent RIA based in the Northeast (offices in NJ, NY, MA, FL) offering comprehensive financial planning to individuals, families, and business owners. Closely comparable to Cardinal Hill in scale, geography, segment focus, and planning-led service model.

Emerging players

• Facet Wealth: Digital-first hybrid wealth advisory firm delivering financial planning at lower AUM thresholds. Comparable as an emerging competitor pushing a tech-enabled, planning-led model that could disrupt traditional relationship-based practices like Cardinal Hill.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Cardinal Hill Wealth Advisory Group