Kelly Benefits Advisory

What Kelly Benefits Advisory does

Kelly Benefits Advisory (legal entity Global Retirement Partners, LLC dba Kelly Benefits Advisory) is an SEC-registered investment advisory firm headquartered in Sparks Glencoe, Maryland, that specializes in retirement plan consulting and employee benefits advisory services for plan sponsors. The firm delivers a four-pillar service model spanning Investment Advisory & Consulting, Compliance Assistance, Administrative Support, and Employee Engagement, supported by its proprietary Total Benefits Solution Hub and KTBSonline single sign-on platform. Securities execution and custody are facilitated through a partnership with LPL Financial, a FINRA/SIPC-registered broker-dealer, allowing the firm to operate under ERISA Section 3(21) and 3(38) fiduciary frameworks.

The firm's underlying technology — the Total Benefits Solution Hub integrated with KTBSonline SSO — functions as the operational backbone, consolidating participant enrollment, plan administration, compliance documentation, and engagement workflows into a single platform. The advisory team includes specialized personnel such as John Kelly Jr. (VP), Ron Santo (VP & Director), David Pitz (Client Services Manager), and Luke Caplan (Financial Advisor), reflecting a multi-disciplinary staffing model across advisory, operations, and client services.

Kelly Benefits Advisory generates revenue through three primary channels: Investment Advisory Services (recurring/subscription fees for plan advisory), Securities Transactions (transaction-based compensation routed through LPL Financial), and Retirement Plan Consulting Services (professional services fees for fiduciary and consulting engagements). The firm is part of the broader Kelly Benefits group, which includes Kelly & Associates Insurance Group and Kelly & Associates Financial Services, suggesting cross-affiliation leverage across benefits, insurance, and financial services distribution. No headcount, revenue figures, or funding data are disclosed in available sources.

Name

Kelly Benefits Advisory

Legal name

Global Retirement Partners, LLC dba Kelly Benefits Advisory

Website

https://kellybenefitsadvisory.com

Company type

Private

Operating status

Operating

Short description

Kelly Benefits Advisory is an SEC-registered investment advisory firm in Sparks Glencoe, Maryland, providing retirement plan consulting, fiduciary services, and employee benefits advisory to plan sponsors via a proprietary technology platform and LPL Financial partnership.

Ownership category

akta.pro rank

Product category

Retirement Plan Consulting and Fiduciary Advisory

NAICS

Portfolio Management and Investment Advice (523940), Pension Funds (52511)

SIC

Investment Advice (6282), Services-Management Consulting Services (8742)

akta.pro primary industry

Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)

akta.pro secondary industries

Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF), Retirement Plan Participant Advice & Managed Accounts (FSAEABAF), Employee Benefits Brokerage & Consulting (FSAEADAC), Compensation, Benefits & Total Rewards Advisory (BPACAJAG)

Keywords

• Retirement plan consulting
• Fiduciary advisory services
• Employee benefits advisory
• ERISA compliance support
• Investment due diligence

Headquarters

HQ city

Sparks Glencoe

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: SEC registered investment advisor providing investment advisory services through Global Retirement Partners, LLC dba Kelly Benefits Advisory. Revenue generated from fee-based advisory services associated with ERISA 3(21) and 3(38) fiduciary roles over retirement plan investments.
2. Securities Transactions: Securities offered through LPL Financial, Member FINRA/SIPC. The company operates as an introducing broker-dealer generating revenue from securities transactions and investment products distributed to retirement plan clients.
3. Retirement Plan Consulting Services: Comprehensive consulting services including compliance assistance, administrative support, employee engagement, and fiduciary education. Revenue derived from advisory fees for plan design assistance, vendor evaluation, fee benchmarking, and ongoing plan management.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Kelly Benefits Advisory is an SEC registered investment advisor (operating as Global Retirement Partners, LLC dba Kelly Benefits Advisory) that provides retirement plan consulting and fiduciary advisory services to employer plan sponsors. Its core offering is organized into four service pillars: Investment Advisory & Consulting (ERISA 3(21) and 3(38) fiduciary services, investment due diligence, plan design), Compliance Assistance (committee support, fiduciary audit files, plan benchmarking, fiduciary training), Administrative Support (5500 filing, vendor/RFP evaluation, contract negotiation), and Employee Engagement (enrollment meetings, financial wellness, one-on-one consultations, retirement readiness reviews). Services are delivered alongside a proprietary technology platform, KTBSonline / Total Benefits Solution Hub, which provides single sign-on retirement plan access and a fiduciary document repository.

Product overview

Kelly Benefits Advisory offers a comprehensive retirement plan and employee benefits consulting service through its integrated platform called the Total Benefits Solution Hub, powered by KTBSonline. The core product combines proprietary technology with advisory services including Investment Advisory & Plan Design Consulting, Compliance Assistance & Fiduciary Training, Administrative Support Services, and Employee Engagement Services (which encompasses the Financial Wellness Program). The company provides end-to-end retirement plan management through its service model organized around four pillars: Investment Advisory & Consulting, Compliance Assistance, Administrative Support, and Employee Engagement. Services range from ERISA fiduciary support (3(21) and 3(38)), plan design and benchmarking, vendor evaluation, to participant education and financial wellness programs. The KTBSonline portal enables single sign-on access for employees and employers to manage retirement plan benefits, allocation changes, and access fiduciary documentation.

Differentiator

Problem solved

Functional benefit

Products and services

• KTBSonline Online retirement plan management portal with single sign-on (SSO) access that allows employees to make allocation and deferral changes, view account balances, and gives plan sponsors access to a fiduciary document repository.
• Total Benefits Solution Hub Proprietary technology platform that coordinates and maximizes company benefit needs through a single sign-on solution linking directly into accounts for both employee and employer.
• Investment Advisory & Plan Design Consulting Services

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• LPL FinancialcoreChannel Partner/ Reseller/ DistributorSecurities offered through LPL Financial, Member FINRA/SIPC. This is a core distribution partnership where LPL Financial serves as the broker-dealer platform for securities transactions, while Kelly Benefits Advisory provides investment advisory services as an SEC registered investment advisor operating under Global Retirement Partners, LLC dba Kelly Benefits Advisory.
• Global Retirement Partners, LLCcoreTechnology or IntegrationKelly Benefits Advisory operates as an SEC registered investment advisor under Global Retirement Partners, LLC dba Kelly Benefits Advisory. This affiliation provides the regulatory framework and infrastructure for the company's investment advisory services.
• KTBSonlinecoreTechnology or IntegrationKTBSonline is the proprietary technology platform providing single sign-on (SSO) retirement plan access for employees and employers. The platform offers enhanced employee experience by eliminating multiple passwords, enabling allocation and deferral changes, account balance viewing, and fiduciary document repository access. Only available through select partners.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• Meketa Investment Group: Investment consulting firm offering retirement plan advisory, investment due diligence, and fiduciary services to corporate, public, and union plan sponsors. Comparable in the investment advisory and fiduciary pillar but serves larger institutional clients on average.
• CAPTRUST: Large independent registered investment advisor focused exclusively on retirement plan consulting and investment advisory for plan sponsors. Directly comparable because both firms offer ERISA 3(21)/3(38) fiduciary services, investment due diligence, and comprehensive plan sponsor support targeting the same mid-to-large employer market.
• Strategic Retirement Partners (SRP): National retirement plan consulting firm specializing in fiduciary, investment advisory, and plan design for plan sponsors. Directly comparable as a focused retirement-only RIA serving the same employer customer base with similar 3(21)/3(38) and benchmarking services.
• SageView Advisory Group: Specialized retirement plan advisory firm providing investment advisory, fiduciary, and participant services to corporate plan sponsors. Directly comparable in service model (fiduciary consulting, plan design, participant education) and target customer segment (mid-market employers).
• OneDigital: Employee benefits and retirement plan consulting firm serving mid-market and large employers with advisory, fiduciary, and benefits administration services. Comparable in offering retirement plan consulting alongside broader benefits work and targeting plan sponsors seeking integrated solutions.

Emerging players

• TriBridge Partners: Smaller retirement plan consulting firm offering fiduciary, investment advisory, and plan design services to mid-market plan sponsors. Comparable as an emerging specialized peer in the same niche, though likely smaller in scale than Kelly Benefits.

Broad incumbents

• Empower Retirement: Major retirement plan recordkeeper offering bundled investment advisory, fiduciary, and participant services to plan sponsors. Comparable as a broad incumbent in the same retirement plan space, though operating primarily as a recordkeeper/administrator rather than an independent RIA.
• T. Rowe Price Retirement Plan Services: Large asset manager and retirement plan recordkeeper offering fiduciary support, investment options, and participant education to plan sponsors. Comparable in serving the same employer market with retirement products and advisory, though at significantly greater scale and as part of a much larger investment firm.
• Fidelity Workplace Investing: Recordkeeper and retirement plan services division of Fidelity providing investment, advisory, and participant services to corporate plan sponsors. Comparable in addressing the same employer customer need for retirement plan management, but at massive scale with integrated recordkeeping and proprietary funds.
• NFP (an Aon company): Large diversified insurance brokerage and advisory firm with a substantial retirement plan advisory practice. Comparable as a broader incumbent offering employee benefits brokerage and retirement consulting alongside many other services; serves plan sponsors across the U.S. at scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Kelly Benefits Advisory