Planning Partners

What Planning Partners does

Planning Partners is a private financial advisory firm operating under the Cetera Wealth Services broker-dealer and Cetera Investment Advisers RIA umbrella. The firm provides financial planning and asset management services to families focused on building multi-generational wealth, with a stated service offering spanning retirement, estate, investment, insurance, tax, and lifestyle planning. Primary advisors are Tammy DeFelice and JoAnne DePalma (the management team data also references a "Diane" advisor, creating a minor name inconsistency between sources). The firm is headquartered in Tolland, Connecticut, and operates within a single U.S. state under the Cetera regulatory and distribution network.

The business model is dual-track: Registered Representatives earn transaction-based commissions on brokerage services, while Investment Adviser Representatives earn asset-based fees on advisory engagements. Client acquisition is driven by direct referrals, content marketing through the firm's resource center (powered by FMG Suite), and the Cetera network's broader referral infrastructure. The firm relies on traditional relationship-based advisory delivery via phone and in-person consultations, with no proprietary technology platform, no mobile application, and no AI-driven capabilities.

Planning Partners is a small, locally focused practice with 11-50 stated employees and two publicly identified advisors. There is no disclosed revenue, no funding history, no M&A activity, no patents, and no product launches in the available data. The firm's strategic posture is best characterized as a stable, mature advisory practice operating within a larger broker-dealer ecosystem rather than a scaling enterprise.

Name

Planning Partners

Legal name

Kelly Wealth Partners

Website

https://planningpartner.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Planning Partners is a private financial advisory firm in Tolland, Connecticut, providing financial planning, retirement, estate, and investment management services to families focused on building multi-generational wealth, operating under the Cetera Wealth Services network.

Ownership category

akta.pro rank

Product category

Financial Advisory and Wealth Management Services

NAICS

Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE), Financial Planning–Led RIAs (FSAAACAB), Business Owner & Executive Financial Planning (FSAEAAAO)

Keywords

• Financial planning services
• Wealth management advisory
• Retirement planning
• Estate planning services
• Investment advisory

Headquarters

HQ city

Canton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Brokerage Services: Securities offered through Cetera Wealth Services, LLC. Registered Representatives receive transaction-based compensation (commissions) for brokerage services.
2. Investment Advisory Services: Advisory Services offered through Cetera Investment Advisers LLC. Investment Adviser Representatives receive fees based on assets under management.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Planning Partners (Kelly Wealth Partners) is a financial advisory firm that provides personalized financial planning and asset management services to families focused on building multi-generational wealth. Its offering covers retirement planning, Social Security strategies, estate planning, investment management, insurance planning, tax planning, and lifestyle planning, delivered through Registered Representatives (transaction-based brokerage via Cetera Wealth Services, LLC) and Investment Adviser Representatives (asset-based advisory via Cetera Investment Advisers LLC). The practice is operated by financial advisors Tammy DeFelice and JoAnne DePalma from a single office in Tolland, Connecticut.

Product overview

This is a financial advisory firm offering financial planning and asset management services for families focused on growing multi-generational wealth. The firm provides services including retirement planning, estate planning, investment management, insurance planning, tax planning, and money management. The company is affiliated with Cetera Wealth Services, LLC, a registered broker-dealer and investment adviser. Services are delivered through a team-based approach with financial advisors Tammy DeFelice and JoAnne DePalma. No distinct branded products or technology modules are offered.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Services A comprehensive financial planning service for families focused on multi-generational wealth, covering retirement planning, Social Security strategies, estate strategies, investment management, insurance planning, tax planning, and lifestyle planning. Delivered through personalized consultations by Registered Representatives and Investment Adviser Representatives.
• Brokerage Services Transaction-based brokerage services offered through Cetera Wealth Services, LLC, including securities products, with Registered Representatives earning commissions on transactions. Available to clients of Planning Partners.
• Investment Advisory Services Ongoing asset management and investment advisory services offered through Cetera Investment Advisers LLC, with Investment Adviser Representatives earning recurring fees based on assets under management.

Quantifiable outcome

• Help families prepare for the future and achieve financial goals

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Cetera Wealth Services, LLCcoreChannel Partner/ Reseller/ DistributorSecurities offered through Cetera Wealth Services, LLC, member FINRA/SIPC. Cetera is a network of distinct communities including Cetera Networks, Cetera Wealth Management Group, Cetera Wealth Partners, and Summit Financial Networks. The firm operates as part of this broader financial services distribution network.
• Cetera Investment Advisers LLCcoreChannel Partner/ Reseller/ DistributorAdvisory Services offered through Cetera Investment Advisers LLC, a registered investment adviser. Provides the regulatory and compliance infrastructure for investment advisory services.

Scale indicators1 record

Recent moves3 records

Expansion highlights2 records

Emerging players

• Facet Wealth: Tech-forward hybrid RIA providing financial planning via remote CFP professionals on a flat-fee model; comparable as a modern alternative competing for the same comprehensive-planning, multi-generational household segment.
• Harness Wealth: Digital RIA matching clients with vetted fiduciary advisors; comparable as a digitally-native channel through which families seek the same comprehensive planning Planning Partners delivers.

Direct peers

• Modera Wealth Management: Fee-only RIA offering comprehensive financial planning and wealth management to households; directly comparable in service mix (retirement, estate, tax, investment planning) and family-focused client segment.
• Carson Group: RIA support platform serving independent financial advisors with back-office, technology, and coaching; comparable as a similar advisor-centric ecosystem that competes for the same small-practice advisor constituency.
• Ronald Blue Trust: National RIA focused on multi-generational wealth, estate, and charitable planning for families — closely aligned with Planning Partners' multi-generational family wealth thesis and comprehensive planning approach.

Broad incumbents

• Cetera Investment Advisers: The registered investment adviser under which Planning Partners' IARs deliver advisory services; directly comparable as the umbrella RIA offering the same asset-based-fee advisory model through affiliated practices.
• Northwestern Mutual Wealth Management: Incumbent provider of integrated financial planning, insurance, and investment services to households; comparable as a broad incumbent pursuing the same family wealth-building, retirement, and estate narrative.
• Edelman Financial Engines: One of the largest independent RIAs in the U.S., combining personal financial planning with 401(k) advisory; comparable as a broad incumbent competing for the same household planning wallet share.
• Mariner Wealth Advisors: Large national RIA offering comprehensive wealth, tax, estate, and retirement planning to high-net-worth and multi-generational families; comparable in target segment and service breadth, though at substantially greater scale.
• Cetera Wealth Services: The host broker-dealer network to which Planning Partners is affiliated; comparable as the parent/incumbent platform providing the regulatory and distribution infrastructure that Planning Partners operates within.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/PPartnerLLC
• Facebookfacebook.com/profile.php

Compliance2 records

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 Planning Partners