Richards & Cady Wealth Advisors

What Richards & Cady Wealth Advisors does

Richards & Cady Wealth Advisors is a private, independent financial advisory firm headquartered in Lansing, Michigan, founded in 1986. The firm delivers financial planning, wealth management, retirement planning, estate planning, tax planning, investment management, and insurance solutions primarily to individuals and families, business owners, and workplace retirement plan participants across the United States. Two licensed professionals are publicly identified on the team (Jeff Richards and Matt Addy), and the firm markets more than 100 years of combined financial planning and multi-generational wealth advisory experience.

The firm's operating model relies on a core partnership with MML Investors Services, LLC, a registered broker-dealer and investment adviser, through which securities and investment advisory services are delivered via qualified Registered Representatives; Richards & Cady is explicitly stated not to be a subsidiary of MML Investors Services. The firm holds securities registration in 35 states plus DC and insurance licensing in 25 states, supporting both advisory and insurance distribution at scale. Technology consists of an FMG Suite-hosted website with client login, educational resource center (articles, videos, calculators), and a virtual meeting capability layered on top of the consultative, relationship-driven practice.

Revenue is generated through fee-based financial planning and wealth advisory engagements, insurance commissions/royalties across 25 states, and transaction-based securities activity routed through the broker-dealer relationship, with pricing not publicly disclosed and determined per-client. The go-to-market is direct, relationship-led advisory sales with a hybrid in-person and virtual delivery model, targeting a high-net-worth and mass-affluent individual and family base with segmented offerings for business owners and employer retirement plans.

Name

Richards & Cady Wealth Advisors

Legal name

Richards & Cady Wealth Advisors

Website

https://richardscady.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Richards & Cady Wealth Advisors is an independent, Lansing, Michigan-based financial advisory firm founded in 1986 that delivers financial planning, wealth management, and insurance services to individuals, families, business owners, and workplace retirement plan participants across 35-plus U.S. states.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

akta.pro secondary industries

Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA), Business Owner & Executive Financial Planning (FSAEAAAO), Managed Platforms & Wrap Programs for Private Clients (Model Portfolios, UMA/SMAs) (FSAAABAM)

Keywords

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

Headquarters

HQ city

Lansing

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. Wealth Management and Financial Planning Advisory Services: Fee-based financial planning and multi-generational wealth advisory services delivered through qualified Registered Representatives of MML Investors Services, LLC. Services include comprehensive financial planning, investment management, and wealth preservation strategies.
2. Insurance Products: Insurance products offered across 25 states as a licensed insurance provider. Insurance solutions are integrated into comprehensive financial plans.
3. Securities Trading and Investment Advisory: Securities and investment advisory services offered through MML Investors Services, LLC, a registered broker-dealer and investment advisory firm. Registered to offer securities in 35 states and DC.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Richards & Cady Wealth Advisors provides holistic financial planning, multi-generational wealth management, and insurance solutions to individuals, families, business owners, and workplace retirement participants. Securities and investment advisory services are delivered through qualified Registered Representatives of MML Investors Services, LLC, with insurance products offered as a licensed provider across 25 states. The firm integrates retirement, investment, estate, tax, and money management planning into a single tailored wealth strategy.

Product overview

Richards & Cady Wealth Advisors is a traditional wealth management and financial advisory firm offering a unified suite of services including financial planning, wealth management, and insurance. The firm provides specialized services for individuals, families, business owners, and workplace retirement plans. The core offering centers on holistic financial planning with integrated investment management, estate planning, tax strategies, and retirement planning. The firm also provides educational resources and financial calculators to support client decision-making. Services are delivered through qualified registered representatives of MML Investors Services, LLC, a registered broker-dealer and investment advisor.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Comprehensive financial planning services that help clients define their priorities and build tailored plans to grow and safeguard their wealth across retirement, investment, estate, tax, insurance, and money management domains.
• Wealth Management Multi-generational wealth advisory services focused on investment management and preservation of client assets, delivered through qualified Registered Representatives of MML Investors Services, LLC.
• Insurance Services Insurance solutions tailored to client needs, including life, health, Medicare, and extended-care coverage planning, offered under licenses across 25 U.S. states.
• Business Owner Services Specialized financial planning for business owners including succession planning, retirement plan design, and business valuation strategies that integrate personal and business wealth.
• Workplace Retirement Plans Retirement plan advisory services for employers, covering 401(k), SEP-IRA, SIMPLE IRA, and defined benefit plan guidance, alongside participant education and retirement readiness support.

Quantifiable outcome

• Trusted advisor relationships built over multi-generational time horizons

Named customers3 records

Segments3 records

Ideal customer profiles3 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 and minor.

• MML Investors Services, LLCcoreStrategic or Co-development PartnerSecurities, investment advisory, and financial planning services are offered through qualified Registered Representatives of MML Investors Services, LLC, a registered broker-dealer and investment advisory firm. Member SIPC. Supervisory office located at 3000 Town Center, Suite 3100, Southfield, MI 48075.
• SIPC (Securities Investor Protection Corporation)minorOthersMember of SIPC, which provides protection for securities customers of member firms in case of firm failure.
• FINRA BrokerCheckminorOthersFinancial professional background verification system that allows clients to verify credentials and disciplinary history of advisors.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Edelman Financial Engines: Large-scale national RIA combining traditional financial planning and workplace retirement plan services. Comparable on holistic planning and dual retail/workplace retirement segments, but substantially larger in scale and AUM.
• Northwestern Mutual Wealth Management: Large-scale integrated financial services firm providing wealth management, investment advisory, and insurance. Adjacent incumbent comparable on integrated insurance + wealth offering and long-tenured advisor relationship model.
• LPL Financial Holdings: The largest independent broker-dealer in the U.S., supporting thousands of independent advisors. Highly comparable infrastructure layer to the MML platform Richards & Cady relies on for compliance, custody, and securities execution.

Direct peers

• Commonwealth Financial Network: Independent broker-dealer and RIA supporting independent financial advisors across the U.S. Provides planning, investment, and insurance capabilities — comparable support model to MML Investors Services for Richards & Cady.
• Cambridge Investment Research: Independent broker-dealer and RIA supporting a national network of independent financial advisors in delivering planning, investment, and insurance services. Comparable business model as a sponsor platform for independent advisors similar to the MML relationship Richards & Cady operates within.
• Hightower Advisors: National wealth management firm built via roll-up acquisitions of independent advisor teams. Provides holistic planning and multi-generational wealth advisory comparable to Richards & Cady, with strong appeal to retiring founders seeking transition options.
• Buckingham Strategic Wealth: Mid-sized independent RIA offering wealth management and financial planning to individuals, families, and institutions. Closely comparable on holistic financial planning, fee-based model, and multi-state virtual service delivery.
• Carson Wealth: Independent wealth management firm providing financial planning, investment management, and insurance solutions to individuals and business owners. Comparable in service scope, fee structure, and integrated insurance + wealth approach.
• Creative Planning: Independent, fee-based RIA providing comprehensive financial planning, wealth management, and investment advisory to individuals, families, and business owners. Directly comparable to Richards & Cady in service model, target clientele, and holistic planning approach.
• Cetera Financial Institutions: Independent advisor-servicing broker-dealer and RIA providing wealth management, financial planning, and insurance platforms. Comparable as a hybrid model serving independent advisors across multiple states with an integrated insurance and advisory product shelf.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RichardsCady
• LinkedInlinkedin.com/company/richardscadywealthadvisors

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Richards & Cady Wealth Advisors