Lux Wealth Advisors

What Lux Wealth Advisors does

Lux Wealth Advisors is an independent financial advisory practice headquartered in Mandan, North Dakota, that delivers whole-picture financial planning to individual clients and families across the United States. The firm is led by advisor David Wald and operates with approximately 10 employees from a single office location, while serving clients nationwide through remote-enabled advisory relationships. Its service offering is organized around six interconnected pillars: Wealth Management (customized investment planning), Retirement Planning, Insurance & Protection, Estate Planning, Tax Planning, and Business Planning, all delivered under a stated relationship-based, long-horizon advisory philosophy.

Operationally, Lux Wealth Advisors is affiliated with the Cetera network — securities are offered through Cetera Wealth Services, LLC (member FINRA/SIPC) and advisory services are offered through Cetera Investment Advisers LLC — which provides the broker-dealer and registered investment adviser infrastructure the practice relies on. Client account access is delivered through the AdviceWorks and NetXInvestor portals, and the firm's digital front office is built on the FMG Suite website and content platform, which powers an online Resource Center with educational articles, market outlook content, and interactive financial calculators (budget, life insurance needs, home/vehicle affordability, rent vs. buy).

The revenue model combines recurring AUM-based advisory fees with transaction-based brokerage commissions, with no publicly disclosed pricing. GTM is sales-led and relationship-driven, supported by content marketing (Resource Center / blog) for top-of-funnel lead generation and direct advisor engagement for conversion and retention. The firm has no disclosed funding rounds, no M&A activity, no patents, and no awards, and its competitive position rests primarily on the Cetera affiliation, advisor relationships, and multi-domain planning breadth rather than proprietary technology.

Name

Lux Wealth Advisors

Legal name

Lux Wealth Advisors

Website

https://luxwealth.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Lux Wealth Advisors is a Mandan, North Dakota-based independent financial advisory practice serving individual clients and families nationwide with whole-picture financial planning across wealth management, retirement, insurance, estate, tax, and business planning, operating through the Cetera network.

Ownership category

akta.pro rank

Product category

Wealth Management Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industries

Financial Planning–Led RIAs (FSAAACAB), Broker-Dealer Affiliated Wealth Advisory (FSAEABAB)

Keywords

• Wealth management services
• Retirement planning
• Estate planning advice
• Financial advisory firm
• Insurance protection services

Headquarters

HQ city

Mandan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory and Brokerage Services: The firm operates as a financial advisory and brokerage practice, offering securities through Cetera Wealth Services, LLC and advisory services through Cetera Investment Advisers LLC. Revenue is generated through advisory fees based on assets under management and transaction-based brokerage commissions.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Lux Wealth Advisors is a privately-held financial advisory practice that provides wealth management, retirement planning, estate planning, tax planning, business planning, and insurance & protection services to individual and small-business clients. The firm is registered through the Cetera network (Cetera Wealth Services, LLC and Cetera Investment Advisers LLC) and earns revenue primarily from advisory fees and brokerage commissions.

Product overview

Lux Wealth Advisors offers a comprehensive suite of financial advisory services organized around a core whole-picture financial planning philosophy. The firm's product portfolio centers on six interconnected service pillars: Wealth Management (customized investment planning), Retirement Planning, Insurance & Protection, Estate Planning, Tax Planning, and Business Planning. These core services are supported by digital tools including financial calculators (monthly budget, life insurance needs, home affordability, rent vs. buy) available through their online Resource Center. The firm is led by advisor David Wald and operates as part of the Cetera Wealth Services network, serving clients nationwide from their North Dakota location.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management Ongoing investment advisory and portfolio management services for individuals and households seeking coordinated management of their financial assets.
• Retirement Planning Planning and investment services designed to help individual clients prepare for, transition into, and manage income during retirement.
• Estate Planning Advisory services focused on wealth transfer, beneficiary planning, and coordination with clients' estate documents and legal advisors.
• Tax Planning Advisory services aimed at coordinating investment, retirement, and income decisions with clients' tax positions and planning needs.
• Business Planning Financial advisory services for small-business owners covering retirement plan design, succession considerations, and integrated personal financial planning.
• Insurance & Protection Advisory and brokerage services for life, disability, long-term care, and other protection insurance products to support clients' financial plans.

Segments1 record

Ideal customer profiles2 records

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 offerings are provided through Cetera Wealth Services, LLC, a member of FINRA/SIPC. This partnership enables the firm to offer brokerage services and transaction-based securities products to clients.
• Cetera Investment Advisers LLCcoreChannel Partner/ Reseller/ DistributorInvestment advisory services are offered through Cetera Investment Advisers LLC, a registered investment adviser. This partnership provides the infrastructure for fee-based advisory services and investment management.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Edelman Financial Engines: Large RIA providing comprehensive financial planning and wealth management to individuals, combining advisor-led service with digital tools. Directly comparable in product offering (whole-picture planning, retirement, estate) and individual-client focus.
• Fisher Investments: Large RIA primarily serving individual investors and institutions with discretionary portfolio management and wealth advisory. Comparable to Lux Wealth Advisors in offering fee-based advisory services to individuals, though at much greater scale.

Broad incumbents

• Raymond James Financial: Diversified financial services firm with a large independent advisor channel serving individuals and families with wealth management, retirement, and financial planning services. Comparable to Lux Wealth Advisors via its independent financial advisor model and Cetera-like affiliation structure.
• Edward Jones: Large national broker-dealer and RIA network with thousands of branch offices serving individual investors through relationship-based financial planning. Highly comparable to Lux Wealth Advisors in client segment (individuals/families) and planning-led GTM, but operates at vastly greater scale.
• Schwab Wealth Advisory: Charles Schwab's advisory service combining dedicated advisors with a broad product and custody platform. Competes with Lux Wealth Advisors for the same individual wealth management client segment, with significantly greater scale and brand.
• Cetera Financial Group: Parent-affiliated network of independent broker-dealer and RIA firms, providing the regulatory and operational infrastructure that Lux Wealth Advisors uses. Directly comparable as the umbrella network under which Lux Wealth Advisors operates.
• LPL Financial Holdings: Largest independent broker-dealer in the U.S., supporting thousands of independent financial advisors and RIAs. Directly comparable to Cetera as the parent infrastructure for practices like Lux Wealth Advisors; same business model of providing brokerage and advisory infrastructure to independent advisors.
• Northwestern Mutual Wealth Management: Large mutual company with a national network of financial advisors offering financial planning, wealth management, insurance, and estate planning to individuals. Directly comparable across Lux Wealth Advisors' core service pillars, particularly insurance and whole-picture planning.
• Fidelity Wealth Management: Fidelity's wealth management division offering dedicated financial advisors, financial planning, and portfolio management to high-net-worth individuals. Comparable in service offering and target client, with the advantages of an integrated custody platform.

Emerging players

• Vanguard Personal Advisor Services: Hybrid digital RIA offering automated portfolio management combined with human advisor access at low fee points. Represents the digital/hybrid competitive pressure that traditional relationship-based firms like Lux Wealth Advisors face.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/lux-wealth-advisors

Compliance2 records

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 Lux Wealth Advisors