M2 Financial Group

What M2 Financial Group does

M2 Financial Group is an independent fee-based financial advisory firm headquartered in Maple Grove, Minnesota, providing wealth management and financial planning services to individuals, families, and small business owners. The firm operates as an LPL Financial-affiliated advisor, leveraging LPL's custodial and broker-dealer infrastructure alongside the eMoney financial planning platform to deliver retirement planning, investment management, estate planning, tax planning, insurance solutions, and specialized services such as elder care planning, business owner succession planning, and divorce financial consulting.

The firm employs a relationship-driven, sales-led go-to-market model, distributing services through direct advisory engagements delivered via face-to-face meetings and ongoing client relationships. Services are licensed across 19 U.S. states, with the primary market concentration in Minnesota and the broader Midwest. The advisory team comprises four named professionals — Michael A. Matheson, Susan M. Anderson, Marie L. Henrichs, and Scott A. Robichaud — with the firm reporting 80+ years of combined industry experience and lead advisor Michael A. Matheson holding CFP®, CRPC, CFA, and CDFA designations.

Revenue is generated through fee-based asset management and advisory service fees, with specific pricing disclosed in individual Form ADV Part 2B filings. The firm has earned community recognition as Best Financial Services Firm in the Best of Maple Grove awards for three consecutive years. No publicly disclosed revenue figures, AUM, funding rounds, institutional ownership, or M&A activity are indicated in the available sources. The company is a private, founder-operated practice associated with Financial Dimensions Group, Inc. for additional advisory service delivery.

Name

M2 Financial Group

Legal name

M2 Financial Group

Website

https://m2financialgroup.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

M2 Financial Group is an independent fee-based financial advisory firm in Maple Grove, Minnesota, providing retirement, investment, estate, tax, and insurance planning to individuals, families, and small business owners across 19 U.S. states via LPL Financial and eMoney platforms.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Private Banking Advisory & Discretionary Portfolio Management (FSABADAD)

Keywords

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

Headquarters

HQ city

Maple Grove

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, Technology or R&D

Revenue model

1. Financial Advisory and Planning Fees: M2 Financial Group provides fee-based asset management and financial advisory services. Securities and advisory services are offered through LPL Financial, a registered investment advisor and broker-dealer, member FINRA/SIPC. The firm offers fee-based asset management, financial planning, and guidance services tailored to individual client goals.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

M2 Financial Group is an independent financial advisory firm that delivers fee-based wealth management and financial planning services to individuals, families, and small business owners. Core offerings include discretionary asset management, retirement and income planning, investment strategy guidance, estate planning, tax planning, insurance analysis, and specialized services such as elder care, college, business owner, and divorce financial planning, delivered under a "Client First" framework combining advice, guidance, and direction.

Product overview

M2 Financial Group is a financial advisory firm offering a unified wealth management platform organized around their 'Client First' Experience framework combining Advice, Guidance, and Direction. The core offering includes fee-based asset management, retirement planning, investment strategies (covering ETFs, mutual funds, stocks, bonds, and alternative investments), estate planning, tax planning, and insurance products. Additional specialized services encompass college planning, elder care planning, business owner/succession planning, and divorce financial consulting. The firm provides supplementary tools including financial calculators, educational videos, and market commentary resources to support client education and planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management Services

Quantifiable outcome

• 80+ years of combined team experience

Named customers1 record

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 minor.

• LPL FinancialcoreTechnology or IntegrationSecurities and advisory services offered through LPL Financial, a registered investment advisor and broker-dealer, member FINRA/SIPC. LPL provides the custodial platform, account management infrastructure, and technological tools including LPL Account View and LPL Market Signals. M2 operates as an LPL-affiliated advisory firm.
• Financial Dimensions Group, Inc.coreTechnology or IntegrationAdditional advisory services are offered through Financial Dimensions Group, Inc. M2 Financial Group advisors are associated with both LPL Financial and Financial Dimensions Group, Inc. for advisory service delivery.
• Janus Henderson InvestorsminorStrategic or Co-development PartnerMarket update webinar co-hosted with Michael McNurney, Client Portfolio Manager & Executive Director, Investment Strategist at Janus Henderson Investors. Janus Henderson provides market intelligence and investment perspectives shared through M2's client education webinars.
• eMoneycoreTechnology or IntegrationeMoney financial planning platform used by M2 for client financial planning, account linking, and document vault storage. Clients access eMoney through the Client Center for comprehensive financial planning tools.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Others

• LPL Financial: M2's core broker-dealer, custodian, and technology platform; not a competitor but the infrastructure provider whose economics, branding, and product shelf directly shape M2's offering — comparable to the platform dependency all LPL-affiliated practices share.
• Commonwealth Financial Network: Independent broker-dealer/RIA platform supporting small-to-mid-sized advisory practices — analogous alternative infrastructure to LPL Financial, providing insight into the competitive BD/RIA platform space where M2 operates.
• Schwab Advisor Services: Custody and technology platform serving independent RIAs — alternative infrastructure provider to LPL that frames the platform-economics risk M2 faces if LPL's service or pricing deteriorates.
• Cetera Financial Group: Independent broker-dealer/RIA platform serving thousands of financial advisors with custody, technology, and practice management support — alternative platform comparable to LPL and reflective of the consolidation dynamics affecting LPL-affiliated firms.

Broad incumbents

• Focus Financial Partners: RIA roll-up platform that acquires and partners with independent wealth management firms — representative of the consolidator buyer profile that views firms like M2 as acquisition candidates.
• Mariner Wealth Advisors: National RIA consolidator offering financial planning, investment management, and estate services across the full wealth spectrum — same integrated planning model as M2, scaled nationally through acquisitions of practices like M2.
• Creative Planning: Large national RIA offering comprehensive fee-based wealth management, tax, estate, and retirement planning — same service breadth as M2 but at vastly greater scale, illustrating both the addressable trajectory and competitive pressure M2 faces.
• Fisher Investments: Large asset manager providing fee-based portfolio management and advisory services to individuals and institutions — comparable fee-based recurring revenue model, though at a different scale and client profile than M2.
• Edelman Financial Engines: Large national RIA providing fee-based financial planning and investment management to individuals and families — same target client and service mix as M2 but at significantly greater scale and brand reach.

Direct peers

• Carson Wealth: Independent RIA providing fee-based wealth management, retirement, and estate planning to individuals and business owners — directly comparable model to M2 with similar recurring AUM-fee revenue, multi-advisor teams, and community/regional growth strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/M2financialgroup
• LinkedInlinkedin.com/company/m2-financial-group

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 M2 Financial Group