Murdock Financial Group

What Murdock Financial Group does

Murdock Financial Group is a small, independent financial advisory practice headquartered in Salt Lake City, Utah, operating as an affiliated practice of Equitable Advisors, LLC (a SEC-registered investment advisor and FINRA/SIPC member firm). The firm serves individuals, families, and business owners in the Mountain West region, with a stated focus on high-net-worth clients including self-employed professionals, senior executives, and business owners. The team consists of three financial professionals — Daniel Murdock (CFP, ChFC, 30 years of experience), Steele Croswhite (Registered Financial Consultant), and Joseph Nielson (CFP) — supported by 1-10 total employees.

The firm's core offerings span Financial Planning, Wealth Management, Estate Planning Strategies, and Risk Management for individuals and families, supplemented by a business services line covering retirement plans (401(k), 403(b), 457, pension/profit-sharing), employee benefits, executive compensation, group insurance, and business continuation programs. Technology infrastructure is built on the Equitable Advisors ecosystem with third-party integrations to Asset-Map (visual household financial planning), Nitrogen (Risk First Approach methodology), and Microsoft Teams (virtual client meetings). The firm does not publish proprietary technology, patents, or AI capabilities.

Revenue is generated through a hybrid model: fee-based financial planning and asset management (percentage of AUM or flat fees) combined with commissions on insurance and annuity products distributed through Equitable Network, LLC. Go-to-market is relationship-led and referral-driven, supplemented by a content marketing footprint (resource center, 35+ interactive calculators, educational videos, advisor-led seminars) and a "Schedule a consultation" conversion path. Pricing is not publicly disclosed and is quote-based per client engagement.

Name

Murdock Financial Group

Legal name

Murdock Financial Group

Website

https://murdockfinancial.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

Murdock Financial Group is a Salt Lake City-based independent financial advisory practice offering wealth management, financial planning, estate planning, and risk management to individuals, families, and business owners through Equitable Advisors.

Ownership category

akta.pro rank

Headquarters

HQ city

Salt Lake City

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. Fee-Based Financial Planning: Fee-based and non-fee based financial planning offered by investment advisor representatives of Equitable Advisors, LLC, a SEC-registered investment advisor. Services include comprehensive financial planning, investment advisory programs, and asset management.
2. Commission on Financial Products: Securities and investment advisory products and services offered through Equitable Advisors, LLC, including annuity and insurance products through Equitable Network, LLC. Financial professionals earn commissions on products sold.
3. Retirement Plan Services: Various retirement plan administration and management services for businesses including 401(k), 403(b), 457 plans, IRAs, and pension/profit-sharing plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Murdock Financial Group is a full-service wealth management advisory practice that provides personalized financial planning, asset management, estate planning strategies, and risk management to individuals, families, and business owners. It also offers business retirement plans (401(k), 403(b), 457, pension/profit-sharing), employee benefits, executive compensation, group insurance, and business continuation programs, delivering these services through Equitable Advisors, LLC as a SEC-registered investment advisor.

Product overview

Murdock Financial Group is a full-service wealth management firm offering a comprehensive suite of financial services through Equitable Advisors. The core offerings include Financial Planning, Wealth Management, Estate Planning Strategies, and Risk Management services for individuals, families, and businesses. For business clients, they provide specialized retirement plans (including IRAs, 401(k), 403(b), and pension plans), employee benefits (dental, vision, life, disability), executive benefits (bonus plans, deferred compensation), group insurance, and business continuation programs. The firm also provides educational resources including calculators, articles, and videos covering retirement, investment, estate, tax, insurance, and lifestyle topics.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Comprehensive financial planning services for individuals and families covering cash flow and budgets, education savings, major purchase goals, retirement savings, protection needs, estate and multigenerational planning, small business planning, tax planning strategies, and executive benefits and compensation.
• Wealth Management Asset management services that help create, implement, and monitor a thoughtful and organized investment strategy aimed at helping clients progress toward and reach their financial and life goals.
• Estate Planning Strategies Estate planning strategies designed to take advantage of tax-saving opportunities, avoid probate, ensure seamless estate transitions, protect assets from creditors and litigants, and enable success across multiple generations.
• Risk Management Financial risk identification, monitoring, and management services using protection products such as life, disability, and long-term care insurance for individuals and families.
• Retirement Plans Business retirement plan services for employer clients, including IRAs, Simplified Employee Pension Plans, SIMPLE Plans, 401(a), 401(k), Roth 401(k), 457(b), 403(b), Pension/Profit-Sharing, and 412(e) Plans.
• Employee Benefits Business employee benefits packages including dental, vision, life insurance, short-term and long-term disability income coverage.
• Executive Benefits Executive compensation benefits including bonus plans, deferred compensation plans, and split-dollar plans for business owners and key employees.
• Group Insurance Group insurance products for businesses including health insurance, long-term care insurance, and disability income insurance.
• Business Continuation Programs Business continuation and succession programs including key person coverage, buy-sell agreements, succession planning, business overhead expense, disability buyout, and employee stock ownership plans (ESOP).

Quantifiable outcome

• Comprehensive financial overview on a single page through Asset-Map technology
• +1 more outcomes

Named customers3 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

Integration3 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Equitable AdvisorscoreChannel Partner/ Reseller/ DistributorMurdock Financial Group operates as a financial advisory practice under Equitable Advisors, a national wealth management firm. Financial professionals are investment advisor representatives of Equitable Advisors, LLC, a SEC-registered investment advisor. Securities are offered through Equitable Advisors, LLC, member FINRA/SIPC.
• LPL FinancialcoreTechnology or IntegrationEquitable Advisors has partnered with LPL Financial, one of the leading diversified financial services companies and largest independent broker/dealers in the nation, to provide industry expertise, independent research, and world-class investment products and platforms. Equitable Advisors serves as the introducing broker/dealer and LPL Financial serves as the clearing broker/dealer for brokerage accounts.
• Equitable FoundationminorOthersThe Equitable Foundation directs the company's philanthropic and volunteer activities through philanthropy, volunteerism and sustainability initiatives. Signature program helps students and parents take the next step toward college and educators toward success.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Ameriprise Financial: Diversified financial services company with a large franchise of independent advisors delivering financial planning, wealth management, and insurance. Closely comparable in advisor-led, planning-centric model serving HNW individuals and small-business clients.
• Northwestern Mutual: Provider of comprehensive financial planning, life insurance, and investment advisory services through a national advisor network. Comparable in bundling insurance, retirement, and wealth services for HNW individuals and business owners under a career-advisor model.
• Edward Jones: Branch-based financial advisory firm offering comprehensive financial planning, retirement, and wealth management to individuals and small businesses. Closely comparable in GTM motion (relationship-based local advisor) and target segment (mass-affluent and HNW individuals, business owners).
• Raymond James Financial: Diversified financial services holding company with an extensive independent advisor network offering financial planning, wealth management, and retirement services. Comparable in advisor-affiliation model and comprehensive service suite for individuals and businesses.
• MassMutual: Mutual insurance and financial services company distributing life insurance, retirement, and investment products through a national advisor force. Comparable in combining insurance, retirement, and wealth services via career advisors for individuals and business owners.
• New York Life: Mutual insurer with a large career-agent channel delivering life insurance, retirement, and wealth management products. Comparable in advisor-led delivery model bundling insurance with investment advisory for HNW households.
• Waddell & Reed Financial: Financial planning and wealth management firm distributing through a national network of financial advisors. Comparable in financial planning-led model targeting individuals and small-business retirement plans.
• Cetera Financial Group: Wealth management hub supporting independent financial advisors with custody, technology, and practice management. Directly comparable as a parent platform for small advisor practices offering planning, investments, and insurance.

Broad incumbents

• Fidelity Investments: Diversified financial services firm offering brokerage, retirement, wealth management, and employer plan services at scale. Comparable as a broad incumbent serving the same HNW and business retirement client base with greater scale and brand.
• LPL Financial: Largest independent broker-dealer in the U.S., providing custody, clearing, and platform services to thousands of affiliated advisors. Comparable as the clearing broker behind Murdock's brokerage accounts and as a broad-incumbent home for small advisory practices.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Murdock Financial Group