Pillar Financial Advisors, LLC

What Pillar Financial Advisors, LLC does

Pillar Financial Advisors, LLC is a privately-held, family-run registered investment advisory firm headquartered at 900 Jorie Boulevard, Suite 238, Oak Brook, Illinois. Founded and owned by Andrew Palomo (CFP, AIF), the firm operates with a five-person team that spans two generations of Palomo family financial professionals — including Andrew's son Levi J. Palomo (CFP) — alongside a Director of Operations (Jackie Bulava, 30+ years industry experience since 1990), Director of Marketing & Client Relations (Karen Palomo), and Portfolio Strategist (Monica Campbell). The firm delivers comprehensive financial planning services across five integrated practice areas: retirement planning, wealth management, tax planning, investment management, and education planning.

The firm's core technology layer is the third-party Riskalyze platform, embedded via iframe to deliver a brief (~2-minute) risk-tolerance assessment framed around a Nobel-Prize-winning economic framework that outputs a personalized "Risk Number" used to align portfolios with client goals. Services are supported by a resource center of articles, financial calculators (retirement, 401(k), RMD, Roth vs Traditional, college savings, estate), and downloadable educational guides (e.g., "5 Ways to Stay Confident in Retirement", "Leaving a Lasting Legacy"). A client portal hosted on emaplan provides post-sale account access and ongoing collaboration.

The go-to-market is consultative and relationship-led: complimentary initial consultation, analysis, preliminary plan presentation, "sleep on it" decision phase, onboarding, and ongoing collaboration with regular review meetings. Securities are offered through a third-party broker-dealer partnership with LaSalle St. Securities LLC (FINRA/SIPC member), and advisory services are delivered through LaSalle St. Investment Advisors, LLC (a Registered Investment Advisor affiliated with LSS); Pillar Financial Advisors itself is not affiliated with LSS or LSIA. The firm serves individual investors and families (horizontal segmentation) across U.S. clients only, with no publicly disclosed pricing, revenue, AUM, or client-count data, and operates from a single domestic office.

Name

Pillar Financial Advisors, LLC

Legal name

Pillar Financial Advisors, LLC

Website

https://pillarfp.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Pillar Financial Advisors, LLC is a privately-held, family-run registered investment advisory firm in Oak Brook, Illinois that delivers retirement, wealth, tax, investment, and education planning services to individual investors and families through a five-person multi-generational CFP team, operating via partnerships with LaSalle St. Securities and LaSalle St. Investment Advisors.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Financial Planning–Led RIAs (FSAAACAB), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

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

Headquarters

HQ city

Oak Brook

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 Services: Fee-based financial advisory services including retirement planning, wealth management, tax planning, investment management, and education planning. Securities offered through LaSalle St. Securities LLC, member FINRA/SIPC. Advisory services offered through LaSalle St. Investment Advisors, LLC.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Pillar Financial Advisors is a family-run financial advisory firm providing personalized financial planning services to individuals and families. Core offerings include retirement planning, wealth management, tax planning, investment management, and education planning, supported by a Riskalyze-based risk tolerance assessment and a suite of financial calculators. Securities are offered through LaSalle St. Securities LLC (FINRA/SIPC member) and advisory services through LaSalle St. Investment Advisors, LLC.

Product overview

Pillar Financial Advisors, LLC is a financial advisory firm offering a unified set of financial planning services rather than a software platform. The core offering consists of five integrated service areas: Retirement Planning, Wealth Management, Tax Planning, Investment Services, and Education Planning. These services are supported by a Risk Assessment tool (powered by Riskalyze using a Nobel Prize-winning framework) and a suite of Financial Calculators. The firm operates as a family-run business with 2 generations of financial professionals, providing personalized, client-first financial guidance.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement Planning Services Personalized retirement planning that considers retirement goals, income needs, and risk tolerance to help clients plan and prepare for a comfortable retirement.
• Wealth Management Services Services to build, grow, and protect wealth through strategic investment management that considers client goals, risk tolerance, and financial objectives to minimize risk and maximize returns.
• Tax Planning Services Tax-efficient investment strategies and tax planning services designed to minimize tax burden and maximize after-tax returns based on individual tax situations and investment goals.
• Investment Services Building and managing diversified investment portfolios aligned with client goals and risk tolerance, offering a range of investment options with focus on long-term performance and risk management.
• Education Planning Services Customized education savings plans for children's or grandchildren's education expenses, accounting for education goals, time horizon, and risk tolerance.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

One partnership is on record.

• RiskalyzecoreTechnology or IntegrationRisk assessment platform used to determine client risk numbers, built upon a Nobel Prize-winning framework. Clients can discover their risk number through a brief 2-minute assessment.

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Carson Group: Wealth management firm and RIA support platform serving independent financial advisors with business consulting, technology, and back-office infrastructure. Directly comparable to Pillar in serving individual/family clients with comprehensive planning, but with an advisor-services ecosystem model rather than a family-run structure.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of independent financial advisors with custody, technology, and compliance infrastructure. Directly comparable to Pillar's positioning as an independent RIA, though at vastly greater scale and with a different business model (affiliation vs. partnership).
• Focus Financial Partners: Partnership platform for independent RIAs and wealth management firms, providing capital, technology, and operational support. Comparable to Pillar in the independent-wealth-management segment it serves, though its model is to acquire/partner with firms rather than serve as one.
• Cetera Financial Group: Independent advisor support platform providing broker-dealer and RIA custody, technology, and practice management to thousands of independent financial advisors. Closely aligned with Pillar in serving individual investors with retirement, wealth, and tax planning through an independent advisor channel.
• Northwestern Mutual: Large financial services firm offering comprehensive financial planning, retirement, investment, and education planning to individuals and families. Overlaps Pillar's service mix (retirement, wealth, education planning) but with a much larger advisor network and proprietary insurance/investment products.
• Edward Jones: National financial advisory firm offering retirement planning, investment, education, and tax planning to individual investors and families through local branch offices. Comparable to Pillar in serving individuals/families with comprehensive planning, but with thousands of branches versus Pillar's single Oak Brook office.
• Fisher Investments: Large independent investment management firm offering portfolio management and financial planning to individuals and institutional clients. Comparable in offering investment and retirement planning to individuals but with a substantially more productized and scaled investment management approach.
• Hightower Advisors: A national RIA platform serving high-net-worth and mass-affluent individuals through partnership with independent advisors. Comparable to Pillar in offering comprehensive financial planning and wealth management to individuals and families, but operates at vastly greater scale via an advisor partnership model.
• Mariner Wealth Advisors: Large independent wealth advisory firm offering comprehensive financial planning, investment management, tax planning, and education/legacy planning to individuals and families — overlapping Pillar's full-stack service model but with national reach and substantially larger AUM.

Direct peers

• Creative Planning: Large independent RIA offering comprehensive wealth management, retirement planning, tax planning, and investment services to individuals and families nationwide. Highly comparable to Pillar in service scope (retirement, wealth, tax, education planning) and fee-based model, but at significantly greater scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/pillar-financial-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Pillar Financial Advisors, LLC