Roby Financial

What Roby Financial does

Roby Financial is a fee-based, independent, full-service financial advisory firm headquartered at 802 W. Bannock St, STE L109 in Boise, Idaho. Founded approximately 1974-1976 and operated continuously for nearly five decades, the firm provides tactical investment management and comprehensive financial planning services (covering retirement planning, estate planning, tax planning, and risk management) to individuals, families, and business owners. Three named principals serve as registered representatives: Mark Roby, Rick Roby, and Tyrone Clarence. The firm is family-owned, privately held, and unaffiliated with its primary infrastructure partners.

Roby Financial delivers its securities and advisory offerings through two channel partnerships with affiliated but independent entities: J.W. Cole Financial, Inc. (JWC), a FINRA-registered broker-dealer and SIPC member authorized to offer securities across all 50 U.S. states, and J.W. Cole Advisors, Inc. (JWCA), which provides the regulatory and compliance infrastructure for advisory services. Mark Roby and Rick Roby are licensed to offer securities in 16 states (AZ, CA, DE, FL, ID, KY, MO, MS, NH, NJ, NM, NV, OR, TX, UT, WA) with insurance licensing in additional states; Tyrone Clarence is registered for securities and insurance in ID, OR, MS, and NJ.

The firm's go-to-market is sales-led and relationship-based, relying on personal outreach, community engagement (Leukemia Lymphoma Society, Boise State University events, Wine, Woman & Shoes), and content marketing via a regularly published blog (Rick Roby, primary author, posts through 2024-2026) and a library of third-party financial calculators. No proprietary technology platform, app, API, or AI/ML capabilities are described; pricing is not publicly disclosed and prospective clients are directed to contact the firm directly.

Name

Roby Financial

Legal name

Roby Financial

Website

https://investwithroby.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Roby Financial is a fee-based, independent, full-service financial advisory firm in Boise, Idaho, providing tactical investment management and financial planning to individuals, families, and business owners via registered representatives partnered with J.W. Cole Financial and J.W. Cole 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

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

akta.pro secondary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

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

Headquarters

HQ city

Boise

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, Others

Revenue model

1. Advisory Fees: The firm operates on a fee-based revenue model, charging advisory fees for financial planning and investment management services provided to individuals, businesses, and families.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Roby Financial is a fee-based, independent, full-service financial advisory firm that provides tactical investment management and comprehensive financial planning services to individuals, families, and businesses. Services span retirement planning, estate planning, tax planning, risk management, and securities offerings delivered through its affiliated broker-dealer J.W. Cole Financial, Inc. and advisor J.W. Cole Advisors, Inc.

Product overview

Roby Financial operates as a fee-based, independent, full-service financial advisory firm focused on tactical investments for individuals, businesses, and families. The firm provides a unified advisory service combining investment management through J.W. Cole Financial (securities/broker-dealer) and J.W. Cole Advisors (investment advisory), along with financial planning services. Supplementary resources include a library of financial calculators covering retirement, savings, insurance, tax, mortgage, college, and credit planning topics.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Management
• Financial Planning
• Securities Products
• Advisory Services

Segments1 record

Ideal customer profiles1 record

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.

• J.W. Cole Financial, Inc. (JWC)coreChannel Partner/ Reseller/ DistributorSecurities offered through J.W. Cole Financial, Inc., a FINRA-registered broker-dealer and SIPC member. Roby Financial's registered representatives operate under JWC's broker-dealer license to offer securities products across all 50 U.S. states. This is the primary distribution and regulatory channel for the firm's securities offerings.
• J.W. Cole Advisors, Inc. (JWCA)coreChannel Partner/ Reseller/ DistributorAdvisory services offered through J.W. Cole Advisors, Inc., an affiliated entity to J.W. Cole Financial. JWCA provides the regulatory and compliance infrastructure for Roby Financial's advisory service offerings.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Commonwealth Financial Network: Independent broker-dealer supporting RIAs and financial advisors who deliver fee-based planning and investment services. Comparable to the JWC/JWCA infrastructure that Roby relies on, providing regulatory, compliance, and operational backbone for independent advisors.
• Northwestern Mutual: Large financial services firm with a captive advisor force offering investment management, insurance, and financial planning to individuals and families. Comparable in the comprehensive planning and multi-state licensing model, but at vastly larger scale and with proprietary products.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of financial advisors who deliver fee-based investment and planning services. Directly comparable because Roby operates as an independent advisor under a similar broker-dealer model; LPL is the incumbent version of the infrastructure Roby accesses via JWC.
• Fisher Investments: Large independent investment management firm serving individuals and institutions with discretionary portfolio management. Comparable in the fee-based, independent, no-proprietary-product positioning but operating at dramatically greater scale and with proprietary tactical-investment processes.
• Edward Jones: Large national financial advisory firm with a branch-based, relationship-driven model serving individuals and families. Operates a similar fee-based advisory practice at massive scale, but with proprietary technology and a much broader footprint than Roby's local Boise practice.
• Raymond James: Diversified financial services firm with a large financial advisor channel providing investment management, financial planning, and wealth advisory. Comparable in serving individuals and families through a relationship-based advisor model, but with institutional-scale resources and technology.
• Ameriprise Financial: Diversified financial services company with a large independent advisor channel offering financial planning, investment management, and insurance. Comparable in offering comprehensive fee-based planning for individuals and families, but far larger and publicly traded.
• Cetera Financial Group: Independent broker-dealer and wealth management firm serving independent financial advisors. Provides the same regulatory infrastructure for advisory practices that Roby obtains from J.W. Cole, making it a structural peer in the independent advisor ecosystem.
• Cambridge Investment Research: Independent broker-dealer supporting financial advisors who offer investment, retirement, and financial planning services. Comparable role as the host broker-dealer infrastructure that Roby's registered representatives operate under.

Others

• J.W. Cole Advisors: Affiliated advisory entity through which Roby Financial delivers its advisory services. Not a competitor but a critical infrastructure partner - included to reflect the unique embedded relationship between the two firms.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/roby-financial

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Roby Financial