Willoughby & Associates
Willoughby & Associates Inc. is a privately held Pennsylvania financial services firm offering tax, payroll, bookkeeping, insurance, and investment advisory services to individuals, small businesses, and clergy through offices in Strasburg and Allentown.
- Company typePrivate
- Founded1998
- HeadquartersStrasburg, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Willoughby & Associates does
Willoughby & Associates Inc. is a privately held financial services firm headquartered in Strasburg, Pennsylvania, with a secondary office in Allentown. Founded in 1998, the firm operates as a small, single-advisor practice (1-10 employees) led by owner Joel E. Long, who holds Series 6, 63, and 65 licenses. The firm offers a unified suite of person-to-person services spanning tax preparation and planning, payroll processing, bookkeeping, financial planning (retirement, 401(k)/403(b), college, estate), insurance placement (disability, life, long-term care), and investment services (IRAs, bonds, brokerage accounts, annuities) distributed through Cetera Wealth Services LLC as broker-dealer and Cetera Investment Advisers LLC as registered investment adviser. Revenue is generated through a mix of fee-based advisory AUM, transaction-based brokerage commissions, and professional services fees for tax, payroll, and bookkeeping work. GTM is sales-led, with direct in-person and phone consultations at the two PA offices, supported by content marketing (financial calculators, resource center, newsletter) and direct client referrals.
The firm differentiates via a niche specialty in clergy and church tax services, where Joel Long was one of the first area accountants to serve the unique tax-law requirements of ministers, churches, and religious organizations. There is no proprietary technology platform; the firm uses an FMG Suite website template and a Dillner's secure client portal for document exchange. The customer base is regional, composed primarily of individuals and families plus small businesses in Pennsylvania, with no large enterprise clients, no public funding, no M&A activity, and no disclosed revenue. The business model is a traditional independent-contractor advisory practice embedded in a broker-dealer network, with material key-person concentration on Joel Long.
Willoughby & Associates firmographics
Firmographics- Name
- Willoughby & Associates
- Legal name
- Willoughby & Associates Inc.
- Website
- https://willoughbyinc.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Willoughby & Associates Inc. is a privately held Pennsylvania financial services firm offering tax, payroll, bookkeeping, insurance, and investment advisory services to individuals, small businesses, and clergy through offices in Strasburg and Allentown.
- Ownership category
- akta.pro rank
Willoughby & Associates industry classification
Industry- Product category
- Financial Advisory and Tax Services
- NAICS
- Portfolio Management and Investment Advice (523940), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412), Insurance Agencies and Brokerages (52421)
- SIC
- Investment Advice (6282), Services-Engineering, Accounting, Research, Management (8700), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Tax-Aware Retirement & Estate Coordination (FSAEABAJ)
- akta.pro secondary industries
- Estate Administration & Probate Services (FSAAANAE), Rollover & Distribution Advisory (IRA/401(k) Rollovers) (FSAEABAG), Garnishments, Levies & Wage Withholding Administration (BPAAAHAG)
Keywords
Where Willoughby & Associates is headquartered
LocationHeadquarters
- HQ city
- Strasburg
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Willoughby & Associates business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Financial Advisory and Brokerage Services: Securities offered through Cetera Wealth Services, LLC (member FINRA/SIPC). The firm operates as a registered representative and investment adviser representative, generating revenue through transaction-based compensation (commissions) on securities products and fee-based advisory services on assets under management.
- Tax and Accounting Services: Tax preparation, planning, and bookkeeping services for individuals and small businesses. Payroll processing services are also offered.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Willoughby & Associates product offering
Product offeringCore offering
Willoughby & Associates Inc. delivers personalized financial advisory, tax preparation, payroll processing, bookkeeping, and insurance services to individuals, small businesses, and clergy/churches across Pennsylvania. The firm sells investment products (bonds, stocks, IRAs, annuities) through Cetera Wealth Services LLC and offers retirement, tax, 401(k)/403(b), college, and estate planning. It also provides specialized clergy and church tax services and operates as a registered representative and investment adviser representative under FINRA/SIPC.
Product overview
Willoughby & Associates, Inc. is a financial services firm offering a unified suite of advisory and preparation services rather than a software product. The core offerings center on three interconnected service areas: (1) Investment Services providing access to bonds, stocks, IRAs, and variable annuities; (2) Financial Planning covering retirement, tax, 401(k)/403(b), college, and estate planning; and (3) Insurance Services including disability, life, and long-term-care coverage. Supporting these are specialized tax services for clergy and churches, plus payroll and bookkeeping for small businesses. The firm also provides educational tools including financial calculators and a Tax Resources Center with IRS forms and publications. The single adviser Joel Long serves individual, small business, and clergy clients from offices in Strasburg and Allentown, PA.
Differentiator
Problem solved
Functional benefit
Products and services
- Investment Services
Companies that use Willoughby & Associates
Customer profileSegments3 records
Ideal customer profiles3 records
Willoughby & Associates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Willoughby & Associates partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Willoughby & Associates competitors and assessment
Company assessmentOthers
- Intuit (QuickBooks): Owner of QuickBooks Online and TurboTax, providing self-service accounting, payroll, and tax preparation software to individuals and small businesses — an enabling/competing infrastructure provider to Willoughby's bookkeeping and tax practice.
- LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of independent financial advisors with the same broker-dealer and RIA infrastructure model that Willoughby uses through Cetera.
- Cetera Financial Group: Multi-brand independent broker-dealer and registered investment adviser that hosts Willoughby & Associates as an affiliated financial professional — the platform directly underpins Willoughby's investment services.
Broad incumbents
- H&R Block: National tax preparation leader that has expanded into adjacent financial products and advisory services for individuals and small businesses — directly comparable to Willoughby's tax and financial planning offerings, but at mass-market scale.
- Waddell & Reed Financial: Diversified financial advisory firm offering investment, retirement, and insurance planning services through a network of financial advisors — comparable to Willoughby's fee- and commission-based advisory practice.
- Jackson Hewitt: Large franchise-based tax preparation chain offering individual and small business tax services with extended in-season support — comparable to Willoughby's tax and payroll services for retail clients.
- Edward Jones: National financial advisory firm operating through a large branch network of individual Financial Advisors serving retail investors with diversified investment solutions — comparable to Willoughby's advisory, retirement, and insurance practice model.
- Raymond James Financial: Diversified financial services firm with a large independent advisor channel offering investment, retirement, and tax planning services — comparable to Willoughby's multi-service advisory model.
- Fisher Investments: Large independent investment management firm serving individual and institutional clients with portfolio management and financial planning — comparable investment advisory capabilities at much larger scale.
- ADP (Small Business Services): Dominant payroll and HR services provider for small and mid-sized businesses, including RUN Powered by ADP — directly comparable to Willoughby's payroll processing service for small business clients.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Willoughby & Associates social profiles
Digital presenceWilloughby & Associates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Willoughby & Associates leadership team
Management profileNumber of profiles
Profiles1 record
Willoughby & Associates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Willoughby & Associates M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Willoughby & Associates
What does Willoughby & Associates do?
Willoughby & Associates Inc. delivers personalized financial advisory, tax preparation, payroll processing, bookkeeping, and insurance services to individuals, small businesses, and clergy/churches across Pennsylvania. The firm sells investment products (bonds, stocks, IRAs, annuities) through Cetera Wealth Services LLC and offers retirement, tax, 401(k)/403(b), college, and estate planning. It also provides specialized clergy and church tax services and operates as a registered representative and investment adviser representative under FINRA/SIPC.
Is Willoughby & Associates a public or private company?
Willoughby & Associates is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Willoughby & Associates founded?
Willoughby & Associates was founded in 1998. It employs 1 to 10 people.
Where is Willoughby & Associates based?
Willoughby & Associates is headquartered in Strasburg, United States, in the North America region.
How does Willoughby & Associates make money?
Two revenue lines are on record. Financial Advisory and Brokerage Services are the primary driver. The others are tax and Accounting Services.
Who are Willoughby & Associates's main competitors?
Others on record are Intuit (QuickBooks), LPL Financial and Cetera Financial Group. Broad incumbents are H&R Block, Waddell & Reed Financial, Jackson Hewitt, Edward Jones, Raymond James Financial, Fisher Investments and ADP (Small Business Services).
Does Willoughby & Associates have an API?
No public API is recorded for Willoughby & Associates.
What industry is Willoughby & Associates in?
Willoughby & Associates's product category is Financial Advisory and Tax Services. Its primary akta.pro industry code is FSAEABAJ, Tax-Aware Retirement & Estate Coordination, with a secondary code of FSAAANAE, Estate Administration & Probate Services. Its NAICS code is 523940 and its SIC code is 6282.