Williams and Company

What Williams and Company does

Williams & Company Financial Services is a privately held financial advisory firm headquartered in Grandville, Michigan, that provides personalized retirement planning, wealth management, and employee benefits services to individuals, families, educators, public employees, and employers primarily within the state of Michigan. The firm operates as a PlanMember Financial Center, with its representatives registered to offer securities and advisory services through PlanMember Securities Corporation, a registered broker/dealer, investment advisor, and FINRA/SIPC member. Services span retirement planning, retirement income planning, financial strategy, wealth management, investments, insurance, long-term care planning, and administration support for 403(b), 457(b), 401(k), and IRA/annuity plans.

The firm distributes its services through direct advisor-client relationships, employer partnerships (including the Michigan Retirement Investment Consortium and the Saginaw ISD Retirement Plan), and a "Refer a Friend" referral program. Digital self-service tools — an online Personal Retirement Plan generator, a Retirement Calculator, and the Lifetraxx and Retirement Academy educational resources — are layered on top of the human-advisory channel for top-of-funnel acquisition and education. The firm is independently owned and operated from its Williams & Company affiliation, with no parent company, subsidiaries, funding rounds, or M&A activity disclosed. Headcount is in the 11–50 range, and the named management team comprises four registered financial professionals licensed in Michigan, with one also licensed in Arizona and Texas. No proprietary technology platform, AI capabilities, patents, trademarks, regulatory actions, or revenue figures were disclosed in the available data.

Name

Williams and Company

Legal name

Williams & Company Financial Services

Website

https://williams-co.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Williams & Company is a privately held Michigan-based financial advisory firm that delivers personalized retirement planning, wealth management, and employer benefits services to individuals, educators, and public employees through the PlanMember Financial Center network.

Ownership category

akta.pro rank

Product category

Retirement Planning & Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Insurance Agencies and Brokerages (524210)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)

akta.pro secondary industries

Comprehensive Financial Planning (FSAEAAAA), Retirement Benefits & Social Security/Medicare Planning (FSAEABAI), Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF)

Keywords

• Retirement planning services
• Financial advisory services
• Wealth management
• Retirement income planning
• Employee benefits

Headquarters

HQ city

Grandville

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, Infrastructure, Technology or R&D

Revenue model

1. Financial Advisory Services: Revenue generated through financial planning and advisory services for retirement planning, wealth management, and investment guidance. Representatives offer securities and advisory services through PlanMember Securities Corporation.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Williams & Company is a Michigan-based financial advisory firm operating as a PlanMember Financial Center that delivers personalized retirement planning, wealth management, investments, insurance, and long-term care planning services to individuals, families, educators, public employees, and employers. The firm specializes in 403(b), 457(b), 401(k), IRA, and annuity products, supported by online planning tools including a Personal Retirement Plan generator and Retirement Calculator. Securities and advisory services are offered through registered representatives of PlanMember Securities Corporation, a FINRA/SIPC member broker-dealer and registered investment advisor.

Product overview

Williams & Company operates as a PlanMember Financial Center offering a comprehensive suite of retirement planning and financial advisory services. The firm provides core advisory services including Retirement Planning, Retirement Income Planning, Financial Strategy, Wealth Management, Investments, Insurance Services, and Long-Term Care Planning. These services are delivered through specialized plan types such as 403(b), 457(b), and 401(k) plans, as well as IRAs and annuities. The firm also offers digital tools including a Personal Retirement Plan generator and Retirement Calculator, plus proprietary resources like Lifetraxx. For employers, the firm provides The PlanMember Workplace Savings Program and Comprehensive Employer Support. The overall offering represents an integrated advisory platform combining human financial guidance with web-based planning tools, serving individuals, families, educators, public employees, and employers across Michigan.

Differentiator

Problem solved

Functional benefit

Brands

• Lifetraxx: Product/resource referenced on the website for financial planning purposes.
• PlanMember Workplace Savings Program
• Retirement Academy

Products and services

• Retirement Planning Comprehensive retirement planning services including goal setting, savings strategies, and long-term financial guidance for individuals approaching or in retirement.
• Retirement Income Planning Strategies designed to ensure sustainable income throughout retirement, including distribution planning and withdrawal rate optimization.
• Financial Strategy Personalized financial strategy development integrating investments, insurance, tax planning, and estate considerations.
• Wealth Management Services Investment management and wealth preservation services for individuals and families building or protecting assets.
• Investments Investment selection and portfolio management services including access to mutual funds, stocks, bonds, and other securities offered through PlanMember Securities Corporation.
• Insurance Services Life insurance and related insurance products designed to protect families and complement retirement strategies.
• Long-Term Care Planning Planning for potential long-term care needs including insurance options and asset protection strategies.
• 403(b) Plans Tax-advantaged retirement savings plans for employees of public schools and certain tax-exempt organizations.
• 457(b) Plans Deferred compensation plans for employees of state and local governments and certain tax-exempt organizations.
• 401(k) Plans Employer-sponsored retirement savings plans with tax advantages and potential employer matching contributions.
• Rollover IRAs Individual retirement accounts created by rolling over funds from previous employer-sponsored retirement plans.
• Roth & Traditional IRAs Individual retirement accounts offering tax-deferred (Traditional) or tax-free (Roth) growth depending on contribution and withdrawal timing.
• Annuities Insurance products providing guaranteed income streams, often used as part of retirement income strategies.
• Personal Retirement Plan Interactive online tool that generates a personalized retirement plan based on individual financial data, goals, and timeline.
• Retirement Calculator Online calculator that assesses retirement readiness by comparing income needs against projected savings and Social Security benefits.
• Lifetraxx Financial planning resource and tool offered by Williams & Company to support retirement and life insurance planning.
• Michigan Retirement Investment Consortium Group retirement planning program specifically designed for Michigan-based organizations and their employees.
• The Saginaw ISD Retirement Plan Custom retirement plan program for Saginaw Intermediate School District employees.
• The PlanMember Workplace Savings Program Comprehensive employer-sponsored retirement savings program helping employers provide benefit plans to their workforce.
• Comprehensive Employer Support Employer-focused services including plan administration support, employee education, and regulatory compliance assistance.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• PlanMember (PlanMember Securities Corporation)coreChannel Partner/ Reseller/ DistributorWilliams & Company operates as a PlanMember Financial Center. Representatives are registered with and offer securities and advisory services through PlanMember Securities Corporation, a registered broker/dealer, investment advisor and member FINRA/SIPC. This partnership provides the regulatory infrastructure and product platform for Williams & Company's financial services.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Cetera Financial Group: Independent broker-dealer network of financial advisors offering retirement planning, wealth management, and insurance. Highly comparable to Williams & Company in advisor-affiliated structure, retirement-plan focus, and use of a third-party broker-dealer to access products and compliance infrastructure.
• TIAA: Specialist in retirement plans for educators, academic, and nonprofit/public-sector employees — directly competing for the same Michigan educator and public-employee segment Williams & Company targets with deep 403(b) and supplemental retirement expertise.
• Corebridge Financial (formerly VALIC): Provider of retirement plan products and advisory services specifically to K-12 educators, higher-education, and public-sector employees. Direct competitor in the same educator/public-employee 403(b) and 457(b) supplemental retirement space.
• Cambridge Investment Research: Large independent broker-dealer supporting affiliated advisors who deliver retirement and wealth management to individuals and small businesses. The advisor-affiliated model, retirement focus, and emphasis on 401(k)/403(b)/457 advisory make it a directly comparable distribution and business-model peer.

Broad incumbents

• Edward Jones: National financial advisory firm with a heavy regional-branch model serving individual retirement and wealth clients. Comparable as a broader incumbent in personalized retirement and wealth advisory, though much larger and not specialized in the educator/public-employee niche.
• Empower Retirement: Major recordkeeper and advisor for employer-sponsored retirement plans, including 401(k) and 403(b). Comparable as a broader incumbent whose employer-channel model overlaps with Williams & Company's PlanMember Workplace Savings and employer partnership strategy.
• Principal Financial Group: Diversified retirement and employee benefits provider with deep reach into small/mid employer retirement plans and individual retirement advisory. Comparable as a broader incumbent serving the same employer-plan and individual retirement-advisory categories.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of advisors who serve retail and small-business retirement clients. Comparable as a larger incumbent in the same advisor-affiliated retirement-advice category.
• Ameriprise Financial: Diversified financial services company with a large advisor force focused on retirement, wealth, and insurance planning. Comparable as a broad incumbent serving similar retail retirement and wealth clients via personalized advisory relationships.
• PlanMember Securities Corporation: The registered broker-dealer and RIA through which Williams & Company operates. As the parent platform, it provides product access, compliance, and back-office infrastructure to affiliated Financial Centers like Williams & Company, making it the most structurally comparable entity in the firm's ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/williams-and-company-financial-services

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 Williams and Company