The Rhodes Financial Group

What The Rhodes Financial Group does

The Rhodes Financial Group is a privately held, owner-operated financial advisory practice founded in 1986 by David L. Rhodes, CFP®, headquartered in Bryan, Texas. The firm delivers comprehensive financial planning to individuals and business owners using what it describes as the 'Endowment Approach' methodology, covering investment management, retirement planning, tax planning, estate planning, insurance (life, disability, long-term care, health, property, business), college savings, money management, and employee benefit programs (including 401k administration). Services are delivered through scheduled consultations with the firm's financial planners, with content and engagement tools supported through the FMG Suite platform.

The firm operates under a dual registration model: brokerage services are offered through Cetera Wealth Services, LLC (member FINRA/SIPC, with insurance business in California conducted as CFGAN Insurance Agency LLC), and investment advisory services are offered through Cetera Investment Advisers LLC (a registered investment adviser). Revenue is generated from three streams: recurring asset-based advisory fees on AUM, transaction-based commissions on brokerage securities, and insurance commissions. Pricing is not publicly disclosed.

Customer acquisition is primarily through referrals, word-of-mouth, and local presence in the Bryan/College Station market, supplemented by an educational website resource center. The firm serves clients across multiple states, not limited to Texas, but operates from a single physical office with 11–50 employees. There is no proprietary technology platform, no AI/ML capabilities, and no venture or private equity capital involved; the firm is entirely founder-owned and has been in continuous operation for over two decades.

Name

The Rhodes Financial Group

Legal name

The Rhodes Financial Group

Website

https://therhodesfinancialgroup.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

The Rhodes Financial Group is a privately held financial advisory practice in Bryan, Texas, founded in 1986 by David L. Rhodes, CFP®, delivering comprehensive financial planning — investments, retirement, tax, estate, insurance, and employee benefits — to individuals and business owners across multiple states via a Cetera-affiliated dual-registration model.

Ownership category

akta.pro rank

Product category

Financial Advisory & Wealth Management

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

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Business Owner & Executive Financial Planning (FSAEAAAO), Estate & Legacy Planning Advisory (FSAEAAAG)

Keywords

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

Headquarters

HQ city

Bryan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: Fee-based investment advisory services offered through Cetera Investment Advisers LLC, a registered investment adviser. Investment Adviser Representatives receive fees based on assets under management.
2. Brokerage Services: Securities offered through Cetera Wealth Services, LLC, member FINRA/SIPC. Registered Representatives receive transaction-based compensation (commissions) on securities transactions.
3. Insurance Products: Insurance services including Life Insurance, Disability Insurance, Long-Term Care Insurance, and other insurance products. Insurance business conducted in CA as CFGAN Insurance Agency LLC.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The Rhodes Financial Group delivers comprehensive financial planning for individuals and business owners using the proprietary 'Endowment Approach' methodology. Core services include advanced estate and asset protection planning, wealth accumulation, investment management, retirement planning, tax planning, estate planning, college savings, money management, and insurance advisory (life, disability, long-term care, health, property, and business). The firm also administers employee benefit programs such as 401(k) management for business owners. Services are offered through dual registration with Cetera Wealth Services (brokerage) and Cetera Investment Advisers (advisory).

Product overview

The Rhodes Financial Group offers a comprehensive suite of financial advisory services built around its core 'Endowment Approach' methodology. The firm's primary offerings include financial planning, insurance services (life, disability, long-term care, health, property, and business), wealth strategies using the endowment model, and employee benefit program management. Their service portfolio spans investment management (stocks, bonds, annuities, alternatives), retirement planning (401k, 403b, IRAs), tax planning, estate planning, college savings, and money management. The firm also provides supplementary educational content and financial calculators through the FMG Suite platform. All services are delivered through personal advisor consultations rather than a technology platform.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Cetera Wealth Services, LLCcoreChannel Partner/ Reseller/ DistributorSecurities are offered through Cetera Wealth Services, LLC, member FINRA/SIPC. This is a core regulatory relationship enabling the firm to offer brokerage services and securities products to clients. The firm also conducts insurance business in California as CFGAN Insurance Agency LLC.
• Cetera Investment Advisers LLCcoreChannel Partner/ Reseller/ DistributorInvestment advisory services are offered through Cetera Investment Advisers LLC, a registered investment adviser. This partnership enables the firm to provide fee-based investment advisory services alongside commission-based brokerage services.
• Lincoln Financial Advisors/Sagemark ConsultingminorOthersPrior employer of David L. Rhodes before founding The Rhodes Financial Group. David worked as a financial planner with Lincoln Financial Advisors/Sagemark Consulting for over 11 years.
• Principal Financial GroupminorOthersPrior employer of David L. Rhodes before joining Lincoln Financial Advisors. David worked with the Principal Financial Group for four years prior to his subsequent roles.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• LPL Financial: Largest U.S. independent broker-dealer supporting thousands of independent advisors offering fee- and commission-based investment, retirement, and insurance solutions. Comparable independent-practice economics, dual-registration model, and target client of mass-affluent individuals and small businesses.
• Ameriprise Financial: Comprehensive financial planning franchise with affiliated advisors offering investment, retirement, tax and insurance products to individuals. Directly overlaps with Rhodes' full-spectrum planning, dual-registration, and AUM-plus-commission revenue model.
• Edward Jones: Mass-affluent-focused financial advisory firm with a branch-based advisor model serving individual investors and small-business retirement plans. Closely comparable in target market (individuals + business owners) and consultative, education-driven sales motion, but at vastly greater scale.
• Cetera Financial Group: Independent advisor network that provides the regulatory, broker-dealer, and RIA infrastructure powering Rhodes (Cetera Wealth Services and Cetera Investment Advisers). Operates comparable independent practices serving mass-affluent and HNW clients under the same dual-registration model.
• Northwestern Mutual: Iconic planning-and-insurance hybrid focused on holistic financial plans, life/disability/long-term care insurance, and wealth management for individuals and business owners. Closely parallels Rhodes' insurance-led planning offering and lifetime-relationship thesis.
• Cambridge Investment Research: Independent broker-dealer/RIA supporting financial advisors who deliver holistic planning, investment advisory, insurance, and retirement-plan services to individuals and small businesses. Mirror-image operating model to a Cetera-affiliated practice like Rhodes.
• Lincoln Financial Advisors / Sagemark: Prior employer of David Rhodes; Lincoln's advisor network delivers comprehensive financial planning, life insurance, wealth strategies, and retirement/401k services to individuals and business owners via dual-registered representatives. Near-identical offering, methodology pedigree, and client profile.
• Principal Financial Group: Prior employer of founder David Rhodes; offers investment, retirement, and insurance solutions for individuals and businesses via affiliated advisors. Same client profile (mass-affluent households, business retirement programs) and similar comprehensive-planning playbook.
• Raymond James Financial: Independent wealth-management firm with affiliated advisors providing comprehensive financial planning, investment, retirement, and estate services to individuals and business owners. Directly comparable service mix and client segments to Rhodes.

Broad incumbents

• Charles Schwab Personal Advisor Services: Schwab's hybrid (ro+human) advisory arm targets mass-affluent clients with goals-based planning, retirement, and investment management, often competing against independent practices on fees and convenience. Broad incumbent overlapping in target market and core services.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/rhodes-financial-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Rhodes Financial Group