The Vitality Group
The Vitality Group is a privately held, Minneapolis-based independent financial advisory firm, founded in 2014, that provides fee-based financial planning, investment management, and insurance solutions to families, professionals, and small business owners, operating through partnerships with North Star Resource Group and Cetera Wealth Services.
- Company typePrivate
- Founded2014
- HeadquartersMinneapolis, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Vitality Group does
The Vitality Group is a privately held, independent financial advisory practice headquartered in Minneapolis, Minnesota, founded in 2014 by Mike Rutter. It provides fee-based financial planning, investment management, and insurance solutions to families, professionals, and small business owners in the Minneapolis metropolitan area, with a stated focus on goals-based planning for complex financial situations including retirement, tax, estate, education funding, and risk management. The firm operates through a 5-step collaborative planning process and uses the eMoney financial planning platform to deliver live, interactive account aggregation and scenario modeling across clients' investments, cash, and liabilities. Securities are offered through Cetera Wealth Services, LLC and advisory services through Cetera Investment Advisers LLC.
The business model combines recurring fee-based planning relationships with insurance commissions embedded in carrier premiums. Distribution is relationship-led: a 4-person core team (Rutter plus advisors Jeff Landt, Zach Landt, and Practice Manager Mary Meyers) drives acquisition through direct outreach, a website resource center (articles, calculators, videos), and referrals. The firm deliberately does not publish fee schedules; prospective clients are routed to a "Get Started" consultation.
The firm's core strategic moat is its partnership with North Star Resource Group, a large independent financial services firm whose origins trace to 1908. North Star provides access to specialist teams across insurance, investments, financial planning, and operations, allowing a small practice to deliver a full-stack wealth management proposition. There is no disclosed external institutional ownership, no funding rounds, no acquisitions, and no public revenue figure; the company operates as a stable independent practice rather than a venture-backed growth entity.
The Vitality Group firmographics
Firmographics- Name
- The Vitality Group
- Legal name
- The Vitality Group
- Website
- https://vitalityfinancialgroup.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Vitality Group is a privately held, Minneapolis-based independent financial advisory firm, founded in 2014, that provides fee-based financial planning, investment management, and insurance solutions to families, professionals, and small business owners, operating through partnerships with North Star Resource Group and Cetera Wealth Services.
- Ownership category
- akta.pro rank
The Vitality Group industry classification
Industry- Product category
- Wealth Management & Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Fee-Only Advisory (FSAEAAAL)
- akta.pro secondary industry
- Financial Coaching & Budgeting Advisory (FSAEAAAH)
Keywords
Where The Vitality Group is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Vitality Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Fee-Based Financial Planning: The firm offers fee-based financial planning relationships where clients engage in a collaborative planning process. This is the primary revenue model described on their services and about pages.
- Insurance Products (Commissions): Insurance premium includes a built-in commission, whether clients work with an independent advisor or buy directly from the carrier. The firm helps clients compare options across multiple insurance companies. This covers life, disability, property & casualty, health, and long-term care insurance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Fee-based financial planning relationship |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
The Vitality Group product offering
Product offeringCore offering
The Vitality Group provides fee-based comprehensive financial planning, investment management, and insurance solutions for families, professionals, and small businesses. Services cover cash flow and budgeting, retirement planning, education funding, tax planning, estate planning, risk management, business continuation, and ongoing plan monitoring and adjustment, supported by the eMoney financial planning platform.
Product overview
The Vitality Group offers a suite of three integrated financial services: Comprehensive Financial Planning (fee-based financial planning with ongoing monitoring and adjustments), Investment Management (proactive investment advisory aligned with client goals and risk tolerance), and Insurance Solutions (risk evaluation and coverage selection across life, disability, property, health, and long-term care insurance). These services work together as a comprehensive financial strategy, with the firm utilizing eMoney financial planning technology to connect all accounts and maintain real-time projections aligned with clients' big-picture goals.
Differentiator
Problem solved
Functional benefit
Products and services
- Comprehensive Financial Planning A fee-based financial planning service that provides full quantitative and qualitative analysis of a client's financial situation, creating a strategy aligned with client goals that is monitored and adjusted over time to reflect life transitions, market changes, and tax or legislative updates. For families, professionals, and small businesses.
- Investment Management Proactive investment advisory services covering asset allocation, security selection, and awareness of emotional aspects of investing, tailored to client risk tolerance, time frame, and overall financial plan. For families, professionals, and small businesses.
- Insurance Solutions Risk management services covering life insurance, disability insurance, property & casualty insurance, health insurance, and long-term care insurance to help clients select coverage that fits their goals and supports their overall financial plan. For families, professionals, and small businesses.
Companies that use The Vitality Group
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles3 records
The Vitality Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
The Vitality Group partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- North Star Resource GroupcoreThe Vitality Group is honored to partner with North Star Resource Group, one of the largest independent financial services firms in the nation, with origins tracing back to 1908. North Star's experienced professionals offer Vitality Group and its clients access to a broad range of wealth management services, diverse financial expertise, and powerful and responsive resources. The Vitality Group's own advisors (Mike Rutter, Jeff Landt, etc.) are also affiliated with North Star.
- Cetera Wealth Services, LLCcoreSecurities are offered through Cetera Wealth Services, LLC, member FINRA/SIPC. Advisory services are offered through Cetera Investment Advisers LLC, a registered investment adviser. The firm also works with Cetera's tax department, specialist teams, and technology platforms (eMoney, NetXInvestor, AssetMark) to serve clients.
- eMoneycoreThe Vitality Group uses eMoney, a leading financial planning platform, to give clients 24/7 live, interactive access to their financial plans. The platform brings together all accounts—investments, cash, liabilities—for real-time projections and scenario modeling.
Scale indicators2 records
Recent moves4 records
Expansion highlights4 records
The Vitality Group competitors and assessment
Company assessmentEmerging players
- Empower (formerly Personal Capital): Hybrid digital wealth manager combining a tech-driven investment platform with human advisor support for higher-net-worth households. Competes for the same individual investor segment with a differentiated digital-first delivery model and aggressive fee positioning.
- Facet Wealth: Flat-fee, digitally delivered financial planning firm serving mass-affluent and HNW individuals. Competes for the same families and professionals with a transparent subscription pricing model that pressures traditional commission and AUM-fee structures.
Broad incumbents
- Raymond James Financial Services: National broker-dealer supporting thousands of independent financial advisors who offer holistic planning, investment management, and insurance. Comparable advisor-led model and customer segments, though operating at much larger institutional scale.
- Ameriprise Financial: Diversified financial services company with a large advisor force offering comprehensive financial planning, investments, and insurance solutions to individuals and small businesses. Directly comparable in goals-based holistic planning model and customer segments.
- LPL Financial: Largest independent broker-dealer in the U.S., supporting ~22,000 financial advisors who deliver financial planning, investment, and insurance services. Highly comparable in independent practice model and product breadth, but with vastly larger scale.
- Fisher Investments: Large independent investment management firm serving high-net-worth individuals and institutions with portfolio management and financial planning. Comparable in investment advisory focus and affluent-client base, though significantly larger and more specialized in discretionary portfolio management.
- Northwestern Mutual: Major incumbent offering financial planning, investment management, and a broad insurance portfolio (life, disability, long-term care) to individuals and business owners. Comparable across all three of Vitality's service pillars; competes for the same household relationships with deeper brand recognition and larger advisor bench.
- Edward Jones: Large national advisor-led financial services firm serving individuals and small businesses with comprehensive financial planning, investments, and insurance. Comparable in target market and service offering, but operates at materially greater scale with thousands of branch offices nationwide.
Direct peers
- North Star Resource Group: Strategic partner and parent affiliation for The Vitality Group; one of the largest independent financial services firms in the U.S. with origins back to 1908. Offers a near-identical wealth management, insurance, and financial planning platform to individuals and small businesses — the most direct comparison given shared operating model, technology stack (eMoney, AssetMark, NetXInvestor), and customer base.
- Cetera Advisor Networks: The affiliated advisor network under the same Cetera Wealth Services broker-dealer umbrella as The Vitality Group. Comprises independent financial advisory practices offering holistic planning, investments, and insurance solutions to individuals and small businesses — same channel, same compliance regime, comparable GTM.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
The Vitality Group social profiles
Digital presenceThe Vitality Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Vitality Group leadership team
Management profileNumber of profiles
Profiles17 records
The Vitality Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Vitality Group 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 The Vitality Group
What does The Vitality Group do?
The Vitality Group provides fee-based comprehensive financial planning, investment management, and insurance solutions for families, professionals, and small businesses. Services cover cash flow and budgeting, retirement planning, education funding, tax planning, estate planning, risk management, business continuation, and ongoing plan monitoring and adjustment, supported by the eMoney financial planning platform.
Is The Vitality Group a public or private company?
The Vitality Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Vitality Group founded?
The Vitality Group was founded in 2014. It employs 11 to 50 people.
Where is The Vitality Group based?
The Vitality Group is headquartered in Minneapolis, United States, in the North America region.
How does The Vitality Group make money?
Two revenue lines are on record. Fee-Based Financial Planning is the primary driver. The others are insurance Products (Commissions).
Who are The Vitality Group's main competitors?
Emerging players on record are Empower (formerly Personal Capital) and Facet Wealth. Broad incumbents are Raymond James Financial Services, Ameriprise Financial, LPL Financial, Fisher Investments, Northwestern Mutual and Edward Jones. Direct peers are North Star Resource Group and Cetera Advisor Networks.
Does The Vitality Group have an API?
No public API is recorded for The Vitality Group.
What industry is The Vitality Group in?
The Vitality Group's product category is Wealth Management & Financial Advisory Services. Its primary akta.pro industry code is FSAEAAAL, Fee-Only Advisory, with a secondary code of FSAEAAAH, Financial Coaching & Budgeting Advisory. Its NAICS code is 523940 and its SIC code is 6282.