JNBA Financial Advisors

What JNBA Financial Advisors does

JNBA Financial Advisors is an independent, fee-only fiduciary wealth management firm founded in 1978 (per firmographics) or 1979 (per company history), headquartered in Minneapolis, Minnesota, with additional offices in Duluth, Minnesota and Bonita Springs, Florida. The firm serves high-net-worth individuals, families, executives, business owners, women navigating major life transitions, family offices, and nonprofit organizations, with a stated minimum investable asset threshold of $1 million. Its service model is organized around a unified Wealth Management umbrella that integrates Retirement Planning, Investment Management, Tax Planning, and Legacy Planning modules, delivered by a multigenerational team of credentialed advisors (CFP, ChFC, CASL, RICP, CFA).

The firm does not disclose proprietary technology platforms or algorithms in available source material; its underlying stack consists of generic investment platforms and financial planning tools used to deliver customized advice. The technology narrative is human-centric — the firm sells fiduciary judgment and long-term planning rather than software differentiation.

JNBA's business model is recurring AUM-based fee revenue, with disclosed pricing starting at 1% annually for clients with $1M+ in investable assets, plus a select flat-fee engagement model for certain situations. The firm manages $1.6 billion in assets under management as of 2025, up from $1.5 billion in 2024, and reports a 97%+ client retention rate sustained since 2001. Go-to-market is sales-led and referral-driven, supported by thought leadership content (JNBA Studio podcasts, blog posts, gated checklists, the Navigating Life Transitions podcast), direct client engagement via phone and complimentary consultations, and professional network referrals. The firm is privately held with no external institutional or PE ownership, led by CEO/Chairman Richard S. Brown and President/Chief Compliance Officer Kim Brown.

Name

JNBA Financial Advisors

Legal name

JNBA Financial Advisors, LLC

Website

https://jnba.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

JNBA Financial Advisors is an independent, fee-only fiduciary wealth management firm managing $1.6 billion in AUM across offices in Minneapolis, Duluth, and Bonita Springs, serving high-net-worth individuals, families, executives, business owners, and nonprofits with integrated retirement, investment, tax, and legacy planning.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Finance Services (6199)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

akta.pro secondary industry

Private Client/High-Net-Worth Advisory (FSAEAAAN)

Keywords

• Wealth management services
• Financial life planning
• Investment management services
• Retirement planning services
• Fee-only financial advisory

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Assets Under Management (AUM) Fees: JNBA's primary fee structure is an assets under management fee, charged annually on the total value of client assets under management. This creates a recurring revenue stream tied directly to AUM levels. The fee covers ongoing financial life planning and active investment management services.
2. Flat Annual Fee (Select Engagements): In select cases, JNBA works with clients on a flat annual fee basis. These engagements are evaluated individually and reserved for situations that align with their long-term planning model, providing an alternative to percentage-based AUM fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

JNBA Financial Advisors is an independent fee-only fiduciary financial advisory firm that delivers customized financial life planning and active investment management to high-net-worth individuals, families, executives, and business owners. The firm bundles retirement, investment, tax, and legacy planning under a single wealth management engagement, charging an assets-under-management fee starting at 1% annually for clients with $1 million or more in investable assets (flat annual fee available in select cases).

Product overview

JNBA Financial Advisors offers a unified wealth management platform built around fiduciary financial advisory services. The core offering is their Wealth Management Services, which encompasses Retirement Planning, Investment Management, Tax Planning, and Legacy Planning as integrated modules. The firm operates as a fee-only fiduciary advisor with a primary assets-under-management fee structure starting at 1% annually for clients with $1 million or more in investable assets. Supporting the core advisory services, the firm provides educational content through JNBA Studio (podcasts), Investment Insights, Financial Life Planning Insights, and Navigating Life Transitions resources. The company serves individuals, families, family offices, businesses, women in transition, and nonprofits.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management Services

Quantifiable outcome

• 97%+ client retention rate since 2001
• +3 more outcomes

Segments5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Carson Group: Fee-only RIA platform serving HNW clients through partner advisors with comprehensive financial planning, investment, tax, and legacy services. Directly comparable service mix and fiduciary model to JNBA, with a partner-firm growth strategy.
• Buckingham Strategic Wealth: Independent, fee-only RIA providing financial planning, investment management, tax planning, and estate planning for HNW individuals and families—nearly identical service offering and fee structure to JNBA.
• Moneta Group: Fee-only fiduciary RIA delivering financial planning, investment management, tax, and estate services to HNW families. Comparable fee-only fiduciary model and HNW client focus, though somewhat larger and more nationally diversified.
• Creative Planning: Large national fee-only RIA offering wealth management, retirement, tax, and estate planning to HNW/UHNW households—same fee-only fiduciary model and service breadth (retirement, investment, tax, legacy) as JNBA, but at substantially greater scale and national footprint.
• Wealth Enhancement Group: Independent wealth management firm offering financial planning, investment, tax, and retirement services to HNW clients via a roll-up of regional advisor firms—same fee-based HNW focus as JNBA with an acquisitive growth model.
• Sanctuary Wealth: Partner-owned RIA platform serving HNW and UHNW clients with comprehensive wealth and legacy planning services. Comparable service architecture to JNBA, with a multi-family-office-like offering through partner firms.

Emerging players

• Facet Wealth: Digital-first fee-only RIA providing financial planning and investment management with lower asset minimums than JNBA. Overlaps on fee-only fiduciary philosophy but competes on accessibility and tech-enabled delivery rather than traditional HNW-only high-touch service.

Broad incumbents

• Fisher Investments: Large fee-based investment manager serving HNW and institutional clients with portfolio management and financial planning—overlaps with JNBA on investment management and HNW targeting but is much larger and investment-management-led rather than holistic life-planning-led.
• Edward Jones: National financial services firm providing investment management, retirement, and financial planning to a broad HNW/mass-affluent base. Comparable wealth management services to JNBA but at vastly greater scale, with a mix of fee-based and commission revenue and a primarily regional branch model.
• Edelman Financial Engines: Large national RIA combining advisor-led financial planning with technology-enabled investment management for a broad client base from mass-affluent to HNW. Overlaps with JNBA on fee-based advisory and planning, but serves a wider and lower-minimum market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/jnba-financial-advisors
• Xx.com/JNBAFinancial

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 JNBA Financial Advisors