Equity Financial Group

What Equity Financial Group does

Equity Financial Group is a privately-held, family-owned wealth management firm founded in 1969 by Joe Armstrong Sr. and headquartered in Enid, Oklahoma, with additional offices in Oklahoma City and Tulsa. The firm delivers comprehensive financial services to individuals and families across Oklahoma, Texas, and Kansas, organized around four product lines: Wealth Management, Estate Planning, Insurance Products (annuities, life, long-term care, and disability income), and Investment Advisory Services delivered through a partnership with Redhawk Wealth Advisors, Inc., an SEC-registered investment advisor with over $1 billion in assets under management across 40 states. Three generations of the Armstrong family — founder Joe Sr., President/CEO Joe Armstrong II, and Financial Advisor Joey Armstrong III — are actively involved, and the firm operates two wholly-owned subsidiaries: American Trust Service (trust and estate services) and The Armstrong Agency (insurance distribution).

The firm's underlying technology stack is intentionally lightweight and partnership-driven. Client risk profiling is conducted via the third-party Riskalyze platform, which generates a quantitative risk number on a 1-99 scale and a 95% probability range for projected portfolio gains and losses over a six-month horizon. The fiduciary engagement is structured as a four-step process — investor personality assessment, risk number calculation, performance reporting, and investment policy statement development — supported by Redhawk's weekly Investment Committee that monitors and replaces underperforming funds. A public-facing content layer (blog, monthly newsletters, video library, flipbooks, interactive financial calculators, and a Riskalyze-embedded risk assessment tool) functions as the top-of-funnel demand-generation channel.

The business model combines three revenue streams: subscription-style recurring investment advisory fees negotiated through Redhawk, insurance commissions across multiple carriers under an independent agency model, and project-based fees for estate planning services (trust creation, asset protection, and wealth transfer). Go-to-market is sales-led and relationship-driven, anchored on free estate consultations and risk assessments that convert into multi-decade advisory engagements. Customer segmentation is horizontal, with the primary segment being mass-affluent individual investors and families, and secondary segments including 403(b)-eligible educators and non-profit employees, and clients seeking estate planning and wealth transfer solutions. Pricing is not publicly disclosed and advisory fees are negotiated client-by-client through the Redhawk relationship.

Name

Equity Financial Group

Legal name

Equity Financial Group

Website

https://equityfg.net

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Equity Financial Group is a privately-held, family-owned wealth management firm founded in 1969, providing investment advisory, estate planning, and insurance products to individuals and families across Oklahoma, Texas, and Kansas through three offices and a partnership with Redhawk Wealth Advisors.

Ownership category

akta.pro rank

Headquarters

HQ city

Enid

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Investment Advisory Services: Fiduciary investment advisory services through Redhawk Wealth Advisors, Inc., an SEC-registered investment advisor. Advisors operate independently with access to open investment platform.
2. Insurance Products: Commissions from sale of insurance products including life insurance, annuities, and related coverage. Independent agency model allows shopping multiple insurers.
3. Estate Planning Services: Estate planning services including trust creation, asset protection strategies, and wealth transfer planning.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Equity Financial Group is an independent, family-owned wealth management firm that provides investment advisory services, estate planning, and insurance products to individuals and families. Core offerings include retirement planning (Roth IRAs, 403(b) plans), annuities, life and long-term care insurance, and trust services delivered through licensed advisors operating from Oklahoma offices.

Product overview

Equity Financial Group is an independent, family-owned wealth management firm founded in 1969, offering a comprehensive suite of financial services through its core product lines: Wealth Management, Estate Planning, Insurance Products (including annuities and life insurance), and Investment Advisory Services through its partnership with Redhawk Wealth Advisors. The firm operates through subsidiaries American Trust Service and The Armstrong Agency. Core services include fiduciary investment management using the Riskalyze platform for risk assessment, retirement accounts (Roth IRAs, 403(b) plans), annuity products (fixed, variable, indexed), and estate planning including trust services. Additional offerings include a Fiduciary Process module and financial calculators for client education. The company serves Oklahoma families from offices in Enid, Oklahoma City, and Tulsa.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management Comprehensive wealth management services including investment management, retirement planning, and financial planning for individuals and families served by licensed financial advisors.
• Estate Planning Estate planning services including trust creation, estate preservation, probate avoidance, and wealth transfer strategies to protect assets for heirs.
• Insurance Products Independent insurance solutions including annuities (fixed, variable, indexed), life insurance, long-term care insurance, and disability income insurance for individuals and families.
• Investment Advisory Services (via Redhawk Wealth Advisors) Fiduciary investment advisory services through partnership with Redhawk Wealth Advisors, Inc., including portfolio management, risk assessment, and investment selection using the Riskalyze platform.
• Roth IRAs Tax-advantaged retirement savings vehicles allowing after-tax contributions with tax-free qualified distributions in retirement.
• 403(b) Plans Tax-deferred retirement savings plans for employees of public schools and 501(c)(3) organizations.
• Annuities Insurance-based financial vehicles providing tax-deferred accumulation and flexible income distribution options for retirement.
• 1035 Exchanges Tax-free exchange of existing annuity contracts or life insurance policies for new ones under Section 1035 of the Internal Revenue Code.
• American Trust Service (Subsidiary) Subsidiary company providing trust and estate-related services to clients.
• The Armstrong Agency (Subsidiary) Subsidiary insurance agency providing insurance products and services.

Quantifiable outcome

• Weekly fund monitoring with weekly Investment Committee reviews to maintain top-performing funds in the 'Keep Zone'

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• Redhawk Wealth Advisors, Inc.coreStrategic or Co-development PartnerPartnership with Redhawk Wealth Advisors, Inc., an SEC-registered investment advisor. Through this relationship, Equity Financial Group advisors can operate independently with access to an open investment platform and fiduciary-focused process. Redhawk has no special deals or fee-sharing arrangements with broker-dealers or investment companies, providing total freedom to recommend what is in clients' best interest. Redhawk's Investment Committee meets weekly to select, monitor, and replace underperforming investments.
• American Trust ServicecoreOthersSubsidiary company providing trust services as part of the Equity Financial Group family of companies.
• The Armstrong AgencycoreOthersSubsidiary insurance agency providing insurance products as part of the Equity Financial Group family of companies.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kestra Financial: Independent wealth management platform supporting a national network of financial advisors who deliver investment, retirement, and insurance solutions to individual clients — analogous to Equity Financial Group's independent advisor operating under Redhawk's RIA umbrella.
• Commonwealth Financial Network: Independent broker-dealer and RIA custodian supporting independent advisors who deliver comprehensive financial planning and investment advisory to individuals and families — closely comparable model to EFG's independent advisor + RIA partnership structure.
• Geneos Wealth Management: Independent wealth management and RIA platform serving a network of financial advisors across the U.S., comparable in scale and structure to Redhawk — supports independent advisors offering investment advisory, retirement, and estate services to individual investors.
• Cambridge Investment Research: Large independent broker-dealer and RIA support platform serving thousands of independent financial advisors who offer investment advisory and insurance products — comparable business model to Equity Financial Group's independent advisor operating under a partner RIA's umbrella.
• Redhawk Wealth Advisors: SEC-registered RIA platform that Equity Financial Group operates through; provides the same fiduciary investment advisory services, risk-tolerance-based portfolio construction, and independent open-platform investment access the firm sells to clients, making it the closest operational peer.

Broad incumbents

• Ameriprise Financial: Diversified wealth management and insurance firm whose advisor-led channel serves individual investors with retirement, investment, and estate planning services — the same comprehensive-product, advisor-led model Equity Financial Group operates at much smaller scale.
• Edward Jones: National advisor-led wealth management firm serving individual investors and families with investment, retirement, and estate services through a branch-office model — the scaled analogue of Equity Financial Group's relationship-led, regional-branches approach.
• Cetera Advisor Networks: Large independent advisor support platform (a Cetera Financial Group company) providing investment advisory, insurance, and wealth management infrastructure to thousands of independent financial advisors — directly comparable to the role Redhawk plays for Equity Financial Group, scaled nationally.
• Raymond James Financial: Diversified financial services holding company whose Private Client Group supports independent advisors delivering wealth management to individuals and families — matches Equity Financial Group's relationship-led, multi-product offering via an independent affiliation model.

Regional players

• Hilltop Securities: Texas/Southwest-focused wealth management and investment banking firm with advisor-led wealth services serving individuals, families, and institutions in geographies overlapping Equity Financial Group's Oklahoma/Texas service area.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/equityfinancial
• Facebookfacebook.com/EquityFinancialGroup
• LinkedInlinkedin.com/company/equityfinancialgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 Equity Financial Group