Welch Hornsby

What Welch Hornsby does

Welch Hornsby is an independent financial advisory practice anchored within the broader CAPTRUST independent RIA platform. Founded in 1988 and operating a Montgomery, AL regional office at One Commerce St #800, the firm delivers fee-based investment advisory, fiduciary, and wealth management services to three primary segments: corporate and institutional retirement plan sponsors, endowment and foundation leaders at nonprofit organizations, and individuals and families (including executives, business owners, families with complex needs, and professional athletes) seeking comprehensive wealth planning.

The service offering centers on regulated fiduciary capabilities, specifically 3(21) and 3(38) fiduciary services, OCIO (Outsourced CIO) mandates, plan design optimization, committee education, donor development, performance reporting, and investment management. The firm supports 'thousands of employer organizations' across verticals including corporations, educational institutions, healthcare organizations, nonprofits, and government entities. Its content ecosystem — built around the VESTED magazine, podcasts, webinars, articles, and video — functions as a thought leadership and demand-generation layer supporting direct enterprise sales.

The business model is enterprise field-sales driven: revenue derives from recurring advisory and fiduciary fees on assets under management, with engagement initiated via 'Talk to an Expert' forms and a formal RFP submission process. Distribution is anchored by a multi-state physical office network spanning more than 30 US states and Washington DC. The firm's primary competitive moat is regulatory — its registered investment advisor status and 3(21)/3(38)/OCIO capabilities — combined with a localized, relationship-driven advisory delivery model in each regional market it serves.

Name

Welch Hornsby

Legal name

CAPTRUST

Website

https://welchhornsby.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Welch Hornsby, anchored within the CAPTRUST independent RIA platform, delivers fee-based investment advisory, 3(21)/3(38) fiduciary, and OCIO services to corporate retirement plan sponsors, nonprofit endowments and foundations, and high-net-worth individuals and families from a Montgomery, AL regional office and a multi-state US network.

Ownership category

akta.pro rank

Product category

Wealth Management

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA)

Keywords

• Wealth management services
• Investment advisory
• Retirement plan services
• Fiduciary services
• Financial planning

Headquarters

HQ city

Montgomery

HQ country

United States

HQ region

North America

Offices1 record

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. Investment Advisory Services: The company generates revenue through investment advisory fees, fiduciary services, and wealth management services. Services include 3(21) and 3(38) fiduciary services for retirement plans, OCIO (Outsourced CIO) services, committee education, donor development, performance reporting, and investment management.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Welch Hornsby is an independent financial services firm that provides a tailored approach to individual wealth management. The firm offers comprehensive wealth planning, portfolio management, and investment advisory services, and—through its affiliation with CAPTRUST—extends fiduciary, retirement plan, and endowment/foundation advisory services to institutional clients across multiple U.S. states.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Wealth Management Comprehensive wealth planning and portfolio management services for individual investors, executives, business owners, families with complex needs, and professional athletes, including family governance and philanthropic strategies.
• Retirement Plan Advisory 3(21), 3(38), and OCIO fiduciary services, fiduciary partnerships, plan design optimization, and financial wellness programs for retirement plan sponsors across corporations, educational institutions, healthcare organizations, nonprofits, and government entities, supporting thousands of employer organizations.
• Endowment & Foundation Advisory Investment, fiduciary, and risk management services for nonprofit endowment and foundation clients, including committee education, donor development, OCIO services, performance reporting, and investment management across healthcare and educational services, community and private foundations, religious organizations, membership organizations, and cultural and social services organizations.

Named customers6 records

Segments3 records

Ideal customer profiles3 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

Broad incumbents

• Wells Fargo Wealth Management: Incumbent national wealth and retirement plan advisory franchise with fiduciary and OCIO capabilities — competes with Welch Hornsby across all three client segments, but as part of a much broader financial services platform.
• CAPTRUST: The parent brand under which Welch Hornsby operates; one of the largest US independent RIAs offering the same 3(21)/3(38) fiduciary, OCIO, retirement plan, and endowment services across a national office network — a directly overlapping platform scaled nationally.
• Commonwealth Financial Network: Large independent advisor network providing wealth management, retirement plan, and institutional-adjacent services — competes for the same retirement-plan-sponsor and HNW segments via a hybrid RIA/broker-dealer model.
• Creative Planning: One of the largest US independent RIAs delivering comprehensive wealth management, retirement plan, and institutional services — overlaps heavily on the HNW/retirement/OCIO triad and represents the scaled-RIA competitive benchmark.

Direct peers

• Sanctuary Wealth: Independent RIA platform serving HNW clients and institutional relationships through a network of partner advisors — comparable in advisor-led wealth and retirement advisory focus, though structured as a partnership/affiliation model.
• Mercer Advisors: National independent RIA focused on HNW households, retirement plan consulting, and OCIO for endowments and foundations — a direct competitor across all three of Welch Hornsby's primary service segments.
• Bessemer Trust: Specialized wealth and investment advisory firm serving HNW and UHNW families, foundations, and endowments with OCIO and family-office-style services — directly comparable on the Individuals & Families and Endowment & Foundation segments.
• Hightower Advisors: RIA partnership platform serving HNW individuals, retirement plan sponsors, and institutions with fiduciary advisory and OCIO capabilities — directly comparable in client mix, fee model, and advisor-led go-to-market.
• Edelman Financial Engines: Large independent RIA combining personal financial planning, retirement plan services, and institutional investment management — closely mirrors Welch Hornsby's three-segment structure and fee-based fiduciary model.
• Mariner Wealth Advisors: Large independent RIA offering comprehensive wealth advisory, retirement plan, and institutional/family office services through a national footprint — the same multi-segment, fee-based RIA model as Welch Hornsby, but at much greater scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/captrustadvisors
• LinkedInlinkedin.com/company/welch-hornsby

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 Welch Hornsby