True Advisory Group
True Advisory Group is a York, Pennsylvania-based financial advisory firm founded in 2019 that provides integrated accounting, tax, wealth management, and small business consulting services to individuals and small business owners via Cetera-affiliated brokerage and RIA platforms.
- Company typePrivate
- Founded2019
- HeadquartersYork, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What True Advisory Group does
True Advisory Group is a York, Pennsylvania-based financial advisory firm founded in 2019 that delivers an integrated bundle of accounting, tax preparation, wealth management, and small business consulting services to individual consumers and small business owners. The firm operates under a multi-license model, affiliating with Cetera Financial Specialists LLC for broker-dealer activities and Cetera Investment Advisers LLC for registered investment advisory services, which allows it to offer securities, advisory, and tax services without maintaining independent FINRA registrations. Its core technology stack is built on commodity third-party platforms: QuickBooks Online and QuickBooks Online Payroll for accounting and payroll delivery, and FMG Suite for content marketing, client education, and digital communications. The firm supports client engagement through a public Resource Center of articles, videos, and financial calculators, and staffs approximately 8 employees including a seasonal administrative hire.
The business model combines multiple revenue streams typical of a small multi-service advisory practice: asset-based advisory fees on client portfolios held through the Cetera RIA, commissions on brokerage transactions executed via the Cetera broker-dealer, fixed-fee accounting and tax preparation engagements, and hourly or project-based small business consulting fees. Pricing is quote-based rather than standardized, consistent with a relationship-driven, long-tail client book rather than enterprise contracts. The firm is privately held, discloses no external funding, and operates from a single York, PA office with a locally rooted, US-only geographic footprint. Founded by Greg Bianco, an Enrolled Agent with FINRA registrations, the practice competes on integrated service delivery and personal advisory relationships rather than scale, technology differentiation, or AI capabilities.
True Advisory Group firmographics
Firmographics- Name
- True Advisory Group
- Legal name
- True Advisory Group
- Website
- https://trueadvisorygroup.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- True Advisory Group is a York, Pennsylvania-based financial advisory firm founded in 2019 that provides integrated accounting, tax, wealth management, and small business consulting services to individuals and small business owners via Cetera-affiliated brokerage and RIA platforms.
- Ownership category
- akta.pro rank
True Advisory Group industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940), All Other Financial Investment Activities (52399)
- SIC
- Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)
- akta.pro secondary industry
- Corporate Finance & Capital Advisory (BPAHADAB)
Keywords
Where True Advisory Group is headquartered
LocationHeadquarters
- HQ city
- York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
True Advisory Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Wealth Management Advisory Services: Investment advisory services offered through Cetera Investment Advisers LLC, a registered investment adviser. Fees are typically asset-based or fixed advisory fees.
- Accounting and Bookkeeping Services: Bookkeeping, payroll processing, and accounting services likely billed on a recurring or per-service basis.
- Tax Preparation Services: Tax preparation and filing services for individuals and businesses.
- Securities and Brokerage Services: Securities offered through Cetera Financial Specialists LLC, a broker-dealer member of FINRA/SIPC. Representatives may receive transaction-based compensation (commissions) for brokerage services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Individual Advisory Services |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
True Advisory Group product offering
Product offeringCore offering
True Advisory Group is a financial advisory firm delivering integrated Accounting Services (bookkeeping, payroll processing, payroll tax filings, sales tax filings), Business Services (new business formation, business consulting), Tax Services (preparation and advisory), and Wealth Management (financial planning, cash flow optimization, risk management). Securities are offered through Cetera Financial Specialists LLC and investment advisory services through Cetera Investment Advisers LLC.
Product overview
True Advisory Group is a financial advisory firm offering a unified set of services organized around four core pillars: Accounting Services (bookkeeping, payroll processing, tax filings via QuickBooks Online and QuickBooks Online Payroll), Business Services (new business formation and business consulting), Tax Services (tax preparation and advisory), and Wealth Management (financial planning, cash flow optimization, and risk management). These core services are supplemented by a Resource Center that includes Financial Calculators, Educational Videos, and Articles covering investment, retirement, insurance, lifestyle, money, and estate topics. The product portfolio is delivered through the FMG Suite platform and operates under the Cetera Financial Specialists LLC brokerage and Cetera Investment Advisers LLC advisory umbrella.
Differentiator
Problem solved
Functional benefit
Companies that use True Advisory Group
Customer profileSegments2 records
Ideal customer profiles2 records
True Advisory Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
True Advisory Group partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights3 records
True Advisory Group competitors and assessment
Company assessmentDirect peers
- Cetera Advisor Networks: The Cetera-affiliated independent advisor channel; houses advisory practices of similar size and structure to True Advisory Group, sharing the same broker-dealer and RIA infrastructure.
- Halbert Hargrove: Privately held RIA providing wealth management and financial planning to individuals and families; comparable in size, private ownership, and integrated personal-finance offering to True Advisory Group.
Emerging players
- Personal Capital (Empower): Hybrid digital wealth management platform combining automated tools with human advisors; relevant as a competing delivery model targeting the same high-net-worth retail segment True Advisory Group serves.
Broad incumbents
- BDO USA: Top-tier accounting and advisory firm offering integrated tax, accounting, and wealth advisory services to individuals and SMBs; comparable to True Advisory Group's bundled service model, though at vastly greater scale.
- H&R Block: Mass-market tax preparation leader that has expanded into small business services and adjacent wealth offerings; comparable as a consumer/SMB-facing financial services brand competing for similar end clients.
- LPL Financial: Largest independent broker-dealer in the U.S., serving thousands of small RIAs and financial advisors. Directly comparable as the primary alternative affiliation model for small advisory firms like True Advisory Group.
- Edward Jones: National wealth management franchise with deep local-office presence serving individual investors and small businesses; directly comparable in target market, relationship-driven GTM, and integrated financial planning offering.
- RSM US: Major U.S. accounting and advisory firm with significant wealth management and private client services practice; comparable integrated tax-plus-advisory offering aimed at business owners and individuals.
- CliftonLarsonAllen (CLA): Large U.S. accounting and wealth advisory firm serving private businesses and individuals with bundled tax, accounting, and wealth management services; directly comparable integrated offering model.
- Cetera Financial Group: Parent-affiliated broker-dealer and RIA platform for True Advisory Group; provides the regulatory and product infrastructure that comparable independent advisory firms typically either build internally or affiliate with via LPL or similar networks.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
True Advisory Group social profiles
Digital presenceTrue Advisory Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
True Advisory Group leadership team
Management profileNumber of profiles
Profiles8 records
True Advisory Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True Advisory 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 True Advisory Group
What does True Advisory Group do?
True Advisory Group is a financial advisory firm delivering integrated Accounting Services (bookkeeping, payroll processing, payroll tax filings, sales tax filings), Business Services (new business formation, business consulting), Tax Services (preparation and advisory), and Wealth Management (financial planning, cash flow optimization, risk management). Securities are offered through Cetera Financial Specialists LLC and investment advisory services through Cetera Investment Advisers LLC.
Is True Advisory Group a public or private company?
True Advisory Group is a private company. It is classified as unknown and is currently operating.
When was True Advisory Group founded?
True Advisory Group was founded in 2019. It employs 1 to 10 people.
Where is True Advisory Group based?
True Advisory Group is headquartered in York, United States, in the North America region.
How does True Advisory Group make money?
Four revenue lines are on record. Wealth Management Advisory Services are the primary driver. The others are accounting and Bookkeeping Services, tax Preparation Services and securities and Brokerage Services.
Who are True Advisory Group's main competitors?
Direct peers on record are Cetera Advisor Networks and Halbert Hargrove. Personal Capital (Empower) is listed as an emerging player. Broad incumbents are BDO USA, H&R Block, LPL Financial, Edward Jones, RSM US, CliftonLarsonAllen (CLA) and Cetera Financial Group.
Does True Advisory Group have an API?
No public API is recorded for True Advisory Group.
What industry is True Advisory Group in?
True Advisory Group's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAAABAD, Advisory Portfolio Management (Non-Discretionary), with a secondary code of BPAHADAB, Corporate Finance & Capital Advisory. Its NAICS code is 523940 and its SIC code is 6282.