RLJ Wealth Management

What RLJ Wealth Management does

RLJ Wealth Management is a privately held, independent financial advisory firm founded in 2010 by Rebecca Jones and headquartered in DeLand, Florida, with a second office in Colorado Springs, Colorado. The firm provides personalized financial planning, retirement income strategies, wealth management, annuities, and insurance products to individuals and families who are preparing for or already in retirement. Its services are organized under a three-pillar framework (Prepare, Preserve, Provide) and delivered through a branded three-step planning process called RLJ Retirement Matters (Dreams Matter, The Matter of Planning, Matters of the Heart). Securities and investment advisory services are offered through an affiliated broker-dealer relationship with Kestra Investment Services, LLC and Kestra Advisory Services, LLC; RLJ itself is not a registered broker-dealer.

The firm generates revenue primarily through advisory fees on assets under management and commissions on insurance and annuity products, with pricing not publicly disclosed and negotiated individually with clients. Its go-to-market relies on a sales-led, event-driven motion combining educational seminars, downloadable guides, one-on-one advisor consultations, and direct outreach to pre-retiree and retiree households in its two regional markets. The practice is small (1-10 employees) and includes credentialed advisors holding CFP®, ChFC®, RICP®, AIF®, and CRC® designations, supported by a Chief of Staff and Client Success Manager; founder Rebecca Jones brings 25+ years of licensed experience and Donald Thornton was hired in 2025 from Fidelity Investments. The firm has no disclosed technology platform, AI capabilities, funding history, or acquisition activity, and operates as a traditional, relationship-based advisory practice rather than a scalable fintech.

Name

RLJ Wealth Management

Legal name

RLJ Wealth Management

Website

https://rljwealth.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

RLJ Wealth Management is a privately held financial advisory firm founded in 2010, providing personalized retirement planning, wealth management, and annuity solutions to individual pre-retirees and retirees from offices in DeLand, FL and Colorado Springs, CO.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Trusts, Estates, and Agency Accounts (52592)

SIC

Investment Advice (6282)

akta.pro primary industry

Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE)

akta.pro secondary industries

Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ), Registered Investment Advisor (RIA) Wealth Management (FSAEABAA), Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE)

Keywords

• Retirement income planning
• Wealth management services
• Financial advisory services
• Annuity and insurance products
• Retirement planning

Headquarters

HQ city

Deland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: Provides personalized financial planning and wealth management services, generating revenue through advisory fees. Securities are offered through Kestra Investment Services, LLC (Member FINRA/SIPC) and investment advisory services through Kestra Advisory Services, LLC.
2. Insurance and Annuity Products: Offers annuities, life insurance, and related insurance products which generate commissions. Annuity guarantees are backed by the financial strength and claims-paying ability of issuing insurance companies.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

RLJ Wealth Management provides personalized financial planning, retirement income strategies, and wealth management services to individuals and families through its RLJ Retirement Matters three-step process. Services are organized across Prepare (retirement income, wealth management, annuities, IRA/401(k) rollovers), Preserve (asset preservation, life insurance, tax-efficient strategies, long-term care), and Provide (IRA legacy planning, donor advised funds, federal employee benefit analysis) pillars. Securities and investment advisory services are offered through affiliated broker-dealer Kestra Investment Services, LLC and Kestra Advisory Services, LLC.

Product overview

RLJ Wealth Management offers a unified financial planning and advisory service built around the RLJ Retirement Matters three-step process (Dreams Matter, The Matter of Planning, and Matters of the Heart), organized across three service pillars: Prepare (retirement income strategies, wealth management, annuities, investments, IRA/401(k) rollovers), Preserve (asset preservation, life insurance, tax-efficient strategies, long-term care), and Provide (IRA legacy planning, donor advised funds, federal employee benefit analysis). The company operates as a financial advisory practice with securities and investment advisory services provided through affiliated broker-dealer Kestra Investment Services, LLC.

Differentiator

Problem solved

Functional benefit

Products and services

• RLJ Retirement Matters Three-step financial planning process — Dreams Matter (goal discovery), The Matter of Planning (strategy development across income, investments, tax efficiencies, healthcare, and legacy), and Matters of the Heart (implementation) — designed to help clients prepare for, preserve, and provide for their retirement.
• Prepare Pillar Services (Retirement Income, Wealth Management, Annuities, IRA/401(k) Rollovers) Retirement preparation services including retirement income strategies, wealth management, annuities, investments, and IRA/401(k) rollover assistance for individuals and families preparing for retirement.
• Preserve Pillar Services (Asset Preservation, Life Insurance, Tax-Efficient Strategies, Long-Term Care) Asset preservation services including life insurance, tax-efficient strategies, and long-term care planning aimed at protecting clients' wealth during retirement.
• Provide Pillar Services (IRA Legacy Planning, Donor-Advised Funds, Federal Employee Benefit Analysis) Legacy and benefit planning services including IRA legacy planning, donor-advised funds, and federal employee benefit analysis, designed to help clients structure inheritances and benefits.

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.

• Kestra Investment Services, LLC (Kestra IS)coreChannel Partner/ Reseller/ DistributorSecurities offered through Kestra Investment Services, LLC, Member FINRA/SIPC. This is the primary channel through which RLJ Wealth Management offers securities products to clients. Kestra IS provides the regulatory infrastructure and brokerage services that enable RLJ to offer investment products.
• Kestra Advisory Services, LLC (Kestra AS)coreChannel Partner/ Reseller/ DistributorInvestment advisory services offered through Kestra Advisory Services, LLC, an affiliate of Kestra IS. This partnership provides the regulatory and advisory infrastructure for RLJ's investment advisory offerings. Kestra AS is an affiliate of Kestra IS.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Fisher Investments: Large investment management firm with substantial private client group serving high-net-worth retirees and pre-retirees. Targets an overlapping retirement and wealth management client base but operates at institutional scale.
• Commonwealth Financial Network: Independent broker-dealer and RIA supporting financial advisors with retirement and wealth management practices. Mirrors RLJ's hybrid independent advisor model and serves many of the same solo and small-team practices.
• Ameriprise Financial: Large diversified financial services company with strong retirement planning, IRA rollover, and wealth management offerings through its advisor network. Competes for the same retiree household clients as RLJ via thousands of franchise advisors.
• Cetera Financial Group: Hybrid RIA/broker-dealer platform supporting independent financial advisors with retirement and wealth management offerings. Operates the same independent advisor business model as RLJ's Kestra partnership, with significantly broader product, technology, and advisor support infrastructure.
• Edelman Financial Engines: Large independent RIA with deep specialization in retirement income planning, 401(k) advisory, and rollover services. Targets the same pre-retiree and retiree demographic as RLJ with a national footprint and corporate 401(k) rollover focus.
• Cambridge Investment Research: Large independent broker-dealer supporting thousands of financial advisors with retirement planning, wealth management, and advisory services. Directly comparable to the Kestra IS/AS platform that RLJ relies on, but at much greater scale.

Direct peers

• Carson Group (now Carson Wealth): Independent wealth management firm with strong retirement income planning focus, serving advisors and clients through a hybrid RIA/broker-dealer model. Directly comparable to RLJ in retirement-centric value proposition and independent advisor structure, though substantially larger in scale.
• Wealth Enhancement Group: Acquisitive independent RIA platform targeting retirement-focused advisors and small practices. Provides a comparable independent wealth management operating model and an explicit exit/partner path for owner-operators like RLJ's founder.
• Apollon Wealth Management: Independent RIA focused on wealth management and retirement planning with a partnership model that attracts advisors from wirehouses and broker-dealers. Comparable in targeting pre-retirees and retirees and operating under an independent advisor affiliation model.

Regional players

• Benjamin F. Edwards & Co. Regional wealth management firm serving affluent and retiree households across multiple U.S. states with personalized financial planning. Comparable in advisor-led retirement and wealth management focus, though concentrated in the Midwest rather than RLJ's FL/CO footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RLJWealth
• LinkedInlinkedin.com/company/rlj-wealth-management

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 RLJ Wealth Management