Madison Partners
Madison Partners (Madison Wealth Partners, Inc.) is a Wisconsin-based fee-only virtual fiduciary RIA managing over $1.7 billion for pre-retirees, retirees, and affluent individuals nationwide via a digital platform and mobile app, supported by five Wisconsin branch offices.
- Company typePrivate
- Founded2020
- HeadquartersMadison, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Madison Partners does
Madison Partners, operating legally as Madison Wealth Partners, Inc., is a fee-only, fiduciary Registered Investment Advisor (RIA) delivering wealth management services to pre-retirees, retirees, and affluent individuals and families across the United States. The firm operates as a virtual-first practice headquartered in Wisconsin, complementing its digital delivery with five physical branch locations in Madison-Broadway, Madison-Heartland, Brodhead, Waunakee, and Wausau, and is structured to serve clients nationwide through its virtual platform rather than being constrained by its branch geography.
Its service offering centers on comprehensive financial planning — wealth management, retirement planning, tax planning, and estate planning — executed by a team of CERTIFIED FINANCIAL PLANNER™ (CFP®) professionals whose collective industry experience exceeds 400 years. The technology stack consists of a virtual meeting platform and a native mobile application available on iOS and Android, with client assets held in custody at third-party institutional custodians Charles Schwab and Fidelity. Madison generates revenue exclusively through asset-based advisory fees on assets under management; it does not earn commissions, in keeping with its fiduciary, fee-only positioning.
The firm manages over $1.7 billion in client assets and has been independently recognized for its trajectory and standing, including being named by Investment News among the fastest-growing RIAs in America and by Newsweek on its 2026 list of America's Top Financial Advisory Firms.
Madison Partners firmographics
Firmographics- Name
- Madison Partners
- Legal name
- Madison Wealth Partners, Inc.
- Website
- https://themadisonpartners.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Madison Partners (Madison Wealth Partners, Inc.) is a Wisconsin-based fee-only virtual fiduciary RIA managing over $1.7 billion for pre-retirees, retirees, and affluent individuals nationwide via a digital platform and mobile app, supported by five Wisconsin branch offices.
- Ownership category
- akta.pro rank
Madison Partners industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)
- akta.pro secondary industries
- Financial Planning–Led RIAs (FSAAACAB), Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE)
Keywords
Where Madison Partners is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Madison Partners business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Advisory Services (AUM-based): Registered investment advisor providing fee-only fiduciary financial advisory services. Revenue derived from assets under management, operating as a fee-only firm with no commissions or product sales compensation
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Madison Partners product offering
Product offeringCore offering
Madison Partners is a virtual-first fiduciary financial advisory firm (RIA) that delivers wealth management, estate planning, tax planning, and retirement planning services through CERTIFIED FINANCIAL PLANNER™ professionals to individuals and families nationwide, with five physical branch locations in Wisconsin and assets custodied at Charles Schwab and Fidelity.
Product overview
Madison Partners is a virtual-first fiduciary financial advisory firm offering comprehensive wealth management services. Their core offering is virtual financial advisory with access to CFP® professionals nationwide, complemented by estate planning and tax planning services. They provide a proprietary mobile app for client account access, progress tracking, and secure communication. The firm manages over $1.7 billion in assets under management and delivers services through a collaborative team approach of fiduciaries and specialists.
Differentiator
Problem solved
Functional benefit
Products and services
- Virtual Financial Advisory
- Wealth Management
- Estate Planning
- Tax Planning
- Retirement Planning
Companies that use Madison Partners
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Madison Partners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Madison Partners partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Charles SchwabcoreCharles Schwab serves as one of two trusted custodians for client assets. Provides institutional-grade custody services with decades of reputation and oversight, robust protection systems, and seamless digital access for account management.
- Fidelity InvestmentscoreFidelity Investments serves as one of two trusted custodians for client assets alongside Charles Schwab. Provides cutting-edge technology, seamless digital access, top-tier recordkeeping, and robust protection systems for client accounts.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Madison Partners competitors and assessment
Company assessmentDirect peers
- Edelman Financial Engines: Large independent RIA combining advice, planning, and investment management with a strong retirement-plan focus; overlaps with Madison Partners' pre-retiree/retiree primary segment and comprehensive planning offering.
- Facet Wealth: Virtual-first RIA delivering financial planning and investment management remotely to clients nationwide; closest direct peer in distribution model and target segments (mass-affluent and HNW individuals/families).
- Mariner Wealth Advisors: National RIA providing comprehensive wealth management, tax, estate, and retirement planning; comparable service mix with fee-only fiduciary positioning, though operating at much greater AUM scale.
- Personal Capital (Empower Personal Dashboard): Hybrid digital-human wealth manager offering virtual advisory, mobile app, and CFP® access for affluent investors; comparable to Madison Partners' virtual-first delivery and tech-enabled client experience.
- Carson Group: Growing RIA and wealth management firm that combines virtual advisory delivery with a partnership/support model for advisors; directly comparable in scale ambition and fee-only philosophy to Madison Partners.
- Creative Planning: Large fee-only RIA offering comprehensive wealth management, retirement, tax, and estate planning; comparable to Madison Partners across service breadth, fee-only structure, and target clientele, but at significantly larger scale.
Broad incumbents
- Vanguard Personal Advisor Services: Established incumbent offering low-fee hybrid (robo + advisor) wealth management to Vanguard's massive fund investor base; a primary fee-based competitor for retirement-focused clients.
- Northwestern Mutual Wealth Management: Major incumbent wealth manager with a strong Wisconsin/Midwest presence and comprehensive financial planning including retirement, tax, and estate services; directly overlaps Madison Partners' regional client base and service mix.
- Schwab Wealth Advisory: Large incumbent wealth advisory arm of Charles Schwab offering automated and CFP-guided wealth management; relevant because Madison Partners uses Schwab as a custodian and competes for the same mass-affluent to HNW investor.
Emerging players
- Betterment: Leading digital wealth management platform offering automated and human-assisted advice; relevant as a lower-cost alternative targeting younger and mid-market investors that Madison Partners may also serve.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Madison Partners social profiles
Digital presenceMadison Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madison Partners leadership team
Management profileNumber of profiles
Madison Partners funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madison Partners M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Madison Partners
What does Madison Partners do?
Madison Partners is a virtual-first fiduciary financial advisory firm (RIA) that delivers wealth management, estate planning, tax planning, and retirement planning services through CERTIFIED FINANCIAL PLANNER™ professionals to individuals and families nationwide, with five physical branch locations in Wisconsin and assets custodied at Charles Schwab and Fidelity.
Is Madison Partners a public or private company?
Madison Partners is a private company. It is classified as unknown and is currently operating.
When was Madison Partners founded?
Madison Partners was founded in 2020. It employs 11 to 50 people.
Where is Madison Partners based?
Madison Partners is headquartered in Madison, United States, in the North America region.
How does Madison Partners make money?
One revenue line is on record: advisory Services (AUM-based).
Who are Madison Partners's main competitors?
Direct peers on record are Edelman Financial Engines, Facet Wealth, Mariner Wealth Advisors, Personal Capital (Empower Personal Dashboard), Carson Group and Creative Planning. Broad incumbents are Vanguard Personal Advisor Services, Northwestern Mutual Wealth Management and Schwab Wealth Advisory. Betterment is listed as an emerging player.
Does Madison Partners have an API?
No public API is recorded for Madison Partners.
What industry is Madison Partners in?
Madison Partners's product category is Wealth Management. Its primary akta.pro industry code is FSAEABAA, Registered Investment Advisor (RIA) Wealth Management, with a secondary code of FSAAACAB, Financial Planning–Led RIAs. Its NAICS code is 523940 and its SIC code is 6282.