Ameritas Wealth Advisors

What Ameritas Wealth Advisors does

Ameritas Wealth Advisors is a privately held, Nebraska-anchored financial advisory firm with origins dating to 1912 (Lincoln office) and 1922 (Omaha office); the two offices consolidated operations in 2002 and the firm merged with Central Financial Services in 2019. The company delivers a full-service wealth management platform to individuals, families, and small-to-mid businesses, with revenue diversified across five streams: insurance products (life, health, disability income, long-term care) sold on a recurring basis, securities and investments offered through affiliated Ameritas Investment Company, LLC (AIC, Member FINRA/SIPC) on a transaction-fee basis, investment advisory services offered through affiliated Ameritas Advisory Services, LLC (AAS) on a recurring-fee basis, business benefits and executive compensation services, and personal financial planning including estate, college (529 plans, UTMAs, UGMAs, ESAs, Coverdells), and retirement planning.

The firm serves 15,000+ clients across all 50 states from two physical Nebraska offices (Lincoln and Omaha) and a remote/virtual advisory channel, led by CEO Corey Poulosky alongside an EVP Operations and a disclosed leadership team spanning agency development, securities branch management, brokerage operations, client service, and agency administration. GTM is sales-led and relationship-driven, with prospects reached via a website, monthly blog, email newsletter, and active social presence (X, Facebook, Instagram, LinkedIn), converting through consultation requests by phone, email, or contact form.

The technology stack is non-proprietary and integration-led: client and advisor portals link out to ASSETMARK (ewealthmanager), Orion Planning (financial planning and portfolio management), and NEST College Planning (529 plan access). There is no disclosed mobile app, no public API, and no proprietary AI/ML capability; pricing is quote-based and determined through individual advisor consultations rather than published fee schedules. The firm is independent of AIC and AAS as registered entities and operates as an affiliate of Envision Wealth with no disclosed parent company or institutional ownership.

Name

Ameritas Wealth Advisors

Legal name

Ameritas Wealth Advisors

Website

https://ameritaswealth.com

Company type

Private

Founded year

1912

Operating status

Operating

Short description

Ameritas Wealth Advisors is a privately held Nebraska-based financial advisory firm, founded in 1912, serving 15,000+ individuals, families, and businesses across all 50 states with insurance, investment, retirement, estate, and college planning through its Lincoln and Omaha offices and affiliated FINRA/SIPC broker-dealer.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

Portfolio Management and Investment Advice (52394), Other Financial Investment Activities (5239)

SIC

Investment Advice (6282), Life Insurance (6311), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

akta.pro secondary industries

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH), Registered Investment Advisor (RIA) Wealth Management (FSAEABAA), Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ)

Keywords

• Wealth management services
• Financial advisory
• Insurance planning
• Retirement planning
• Investment advisory

Headquarters

HQ city

Lincoln

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

Revenue model

1. Insurance Products: Life, health, and disability income insurance products along with long-term care supplementation sold through affiliated advisors.
2. Securities and Investments: Securities products and investments offered through Ameritas Investment Company, LLC (AIC) Member FINRA/SIPC.
3. Investment Advisory Services: Investment advisory services offered through Ameritas Advisory Services, LLC (AAS).
4. Business Benefits Services: Group benefits packages, health insurance, and retirement planning services for businesses including deferred compensation plans and key employee retention plans.
5. Personal Financial Planning: Estate planning, college planning (529 plans, UTMAs, UGMAs, ESAs, Coverdells), retirement planning, and wealth accumulation services for individuals and families.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Ameritas Wealth Advisors delivers comprehensive insurance, investment, retirement, college, and asset management strategies to individuals, families, and businesses. The firm provides life, health, and disability income insurance along with long-term care supplementation, plus portfolio development, estate planning facilitation, 401(k) and pension planning, group benefits, deferred compensation, and key employee retention services. Securities are offered through affiliated Ameritas Investment Company, LLC (Member FINRA/SIPC) and investment advisory services through Ameritas Advisory Services, LLC.

Product overview

Ameritas Wealth Advisors offers a unified full-service wealth management platform providing comprehensive financial services for individuals, families, and businesses. The core product portfolio includes Protection Services (life, health, disability income, and long-term care insurance), Investment Services (portfolio development and wealth accumulation), and specialized planning services including estate planning, college planning, and retirement planning. For business clients, the offering extends to group benefits, deferred compensation plans, key employee retention strategies, and business-specific retirement income planning. The firm operates through financial advisors across Nebraska locations (Lincoln and Omaha offices) and serves clients nationwide across all 50 states.

Differentiator

Problem solved

Functional benefit

Products and services

• Protection Services (for Individuals & Families) Life, health, and disability income insurance coverage along with long-term care supplementation for individuals and families to support financial independence.
• Investment Services (for Individuals & Families) Portfolio development and wealth accumulation strategies tailored to individual risk tolerance and time horizons, delivered through Ameritas Investment Company, LLC (AIC) and Ameritas Advisory Services, LLC (AAS).
• Estate Planning Facilitation of wills, trusts, and beneficiary arrangements in coordination with other professionals for individuals and families.
• College Planning Education funding solutions including 529 plans, UTMAs, UGMAs, ESAs, and Coverdell education savings accounts for funding higher education.
• Retirement Planning Integrated strategies for retirement income focusing on fund accumulation and distribution timing across various account types.
• Life Insurance for Businesses Key person insurance, business continuity, buy-sell agreements, and group life benefits for business clients.
• Disability Income Insurance for Businesses Business overhead expense (BOE) insurance and guaranteed standard issue (GSI) insurance for employee disability protection at companies of any size.
• Group Benefits Comprehensive employee benefits packages including health insurance through strategic partners for companies of any size.
• Deferred Compensation Plans Supplemental retirement strategies for key employees that work beyond traditional employer-sponsored retirement plan contribution limits.
• Key Employee Retention Plans Retention plans designed to reward and retain key employees with additional bonuses beyond traditional income strategies.
• Retirement Income for Businesses Qualified retirement plans including 401(k)s and pensions, plus planning for small employers and self-employed individuals.
• Wealth Accumulation & Asset Management for Businesses Customized investment advice and strategies designed for a business's unique needs, goals, and timeline.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Three partnerships are on record, tiered core.

• Ameritas Investment Company, LLC (AIC)coreStrategic or Co-development PartnerAIC is a registered broker-dealer (Member FINRA/SIPC) providing securities and investment products. Representatives offer products using this business name alongside Ameritas Wealth Advisors. AIC is part of the Ameritas ecosystem.
• Ameritas Advisory Services, LLC (AAS)coreStrategic or Co-development PartnerAAS provides investment advisory services. Representatives offer advisory services using this business name. Ameritas Wealth Advisors is independent of AAS.
• Central Financial ServicescoreStrategic or Co-development PartnerNebraska-based financial services firm that merged with Ameritas Wealth Advisors in 2019, expanding the network of financial professionals.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• LPL Financial: Largest independent broker-dealer in the U.S., providing compliance, technology, and product infrastructure to independent financial advisors. Comparable in supporting affiliated advisors who sell securities, advisory, and insurance products under one brand.
• MassMutual: Mutual life insurance company offering wealth management, retirement plans, and investment advisory through affiliated advisors. Comparable insurance-plus-wealth structure, similar advisor distribution model, and overlap in life, disability, and long-term-care products.
• Ameriprise Financial: Public diversified financial services company with a large advisor network offering wealth management, retirement planning, insurance, and asset management to individuals and businesses. Comparable product mix and channel structure to Ameritas Wealth Advisors, but at materially larger scale.
• Edward Jones: Large national advisor-led wealth management and insurance firm operating a branch-based model serving individuals and small businesses. Most directly comparable to Ameritas Wealth Advisors in the relationship-driven, insurance-integrated RIA model targeting mass-affluent and retired clients.
• Cetera Financial Group: Independent advisor support platform providing broker-dealer and RIA infrastructure to thousands of financial professionals offering wealth management, retirement, and insurance products. Comparable advisor-aggregator model with insurance integration similar to Ameritas Wealth Advisors.
• Northwestern Mutual: Mutual insurance and financial planning company combining life insurance, disability income, investment advisory, and retirement planning through a captive advisor force. Closely comparable in the integration of insurance underwriting, wealth advisory, and long-term planning under a single relationship.
• Cambridge Investment Research: Independent broker-dealer and RIA supporting thousands of affiliated financial advisors offering wealth management, retirement, and insurance solutions to individuals and small businesses. Comparable independent advisor model with insurance product integration.
• Raymond James Financial: Diversified financial services firm with a large independent advisor channel offering wealth management, retirement planning, and insurance solutions. Directly comparable hybrid RIA/broker-dealer model serving individuals and small-to-mid businesses.
• Lincoln Financial Network: Lincoln National Corporation's advisor channel offering life insurance, annuities, retirement plans, and wealth management through affiliated representatives. Highly comparable product mix, and notably both firms are headquartered in Lincoln, Nebraska — creating direct regional and product overlap.

Broad incumbents

• Wells Fargo Advisors: Large bank-affiliated broker-dealer offering wealth management, retirement, insurance, and investment services at national scale. Adjacent competitor rather than direct peer because of bank-ownership and broader institutional capabilities, but overlapping in target customer and product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/ameritasrep
• Facebookfacebook.com/ameritaswealthadvisors
• LinkedInlinkedin.com/in/ameritas-wealth-advisors-68729b54
• Instagraminstagram.com/ameritaswealthadvisors

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Ameritas Wealth Advisors