LaTour Advisory Group Incorporated

What LaTour Advisory Group Incorporated does

LaTour Advisory Group Incorporated is a privately held financial services firm headquartered in Springfield, Missouri, delivering retirement and income planning, wealth management, and insurance solutions through two affiliated operating entities: LaTour Asset Management, LLC (an SEC-registered investment advisor) and LaTour Advisory Group, Inc. (an insurance distributor). Founded by Joe LaTour, the firm serves primarily individuals and families in the accumulation, distribution, and preservation phases of retirement, with secondary segments covering business owners (buy-sell funding, executive planning) and affluent/high-net-worth families in Southwest Missouri. The company is registered to provide advisory services in Missouri, Arkansas, Alaska, and Texas, and operates from a full-service office in Springfield plus a meeting-only office in Ava, staffed by roughly nine personnel including Series 65-licensed Investment Advisor Representatives, dual-licensed insurance agents, and administrative staff, with family continuity through Joe LaTour and Josh LaTour.

The firm's service stack comprises eight core modules — Income Planning, Insurance Solutions, IRA Planning, Retirement Planning (anchored by the trademarked New Generation Retirement® five-step system), Social Security Planning, Wealth Management, Custom Annuity Policy Review, and the Generational Vault secure client portal — supported by two proprietary client-facing tools (the Color of Money Risk Analysis and the Retirement Tax Bill Calculator). Technology architecture centers on a secure 24/7 client portal (Generational Vault) with third-party investment and banking data aggregation, document custody, and ongoing client communications, supplemented by web-based interactive assessment tools. Portfolio management is delivered through a strategic referral partnership with Gradient Investments, LLC, whose 20+ proprietary portfolios provide institutional-scale asset allocation without requiring in-house portfolio managers.

LaTour's revenue model combines subscription/recurring fee-based investment advisory services (LaTour Asset Management) with professional services insurance commissions on fixed and fixed indexed annuities, life, long-term care, health, and Medicare supplement products (LaTour Advisory Group). Pricing is quote-based and not publicly disclosed, consistent with bespoke financial planning engagements. Go-to-market is sales-led, community-led, and event-driven: face-to-face and phone-based advisory consults, recurring Social Security and Income Planning Workshops across Southwest Missouri, a syndicated radio show/podcast distributed across Amazon, iTunes, Spotify, YouTube, and iHeartRadio, and an active blog covering retirement and tax strategy topics. The firm is family-owned with no disclosed external investors, institutional capital, M&A activity, or regulatory actions in the source data.

Name

LaTour Advisory Group Incorporated

Legal name

LaTour Advisory Group Inc.

Website

https://latourasset.com

Company type

Private

Operating status

Operating

Short description

LaTour Advisory Group is a privately held financial advisory firm headquartered in Springfield, Missouri, offering retirement planning, wealth management, Social Security optimization, IRA planning, and insurance solutions to individuals, families, and business owners across Missouri, Arkansas, Alaska, and Texas.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industries

Fee-Based Advisory (FSAEAAAM), Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

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

Headquarters

HQ city

Springfield

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, Infrastructure

Revenue model

1. Investment Advisory Services: Fee-based investment advisory services offered through LaTour Asset Management, LLC, a registered investment advisor in Missouri, Arkansas, Alaska, and Texas. The firm acts as a fiduciary, providing personalized investment management and financial planning recommendations based on client risk tolerance, goals, and time horizons.
2. Insurance Products and Services: Insurance products and services are offered through LaTour Advisory Group, Inc., including fixed annuities, fixed indexed annuities, life insurance, long-term care insurance, health insurance, and Medicare supplements. These products provide retirement income protection and wealth preservation elements for clients.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

LaTour Advisory Group provides personalized financial planning, retirement income planning, wealth management, and insurance solutions to individuals, families, and business owners primarily in Southwest Missouri. Services are delivered by licensed Investment Advisor Representatives through a fiduciary, five-step proprietary planning framework (New Generation Retirement®) supported by a secure online document portal (Generational Vault) and a proprietary risk assessment tool (Color of Money Risk Analysis).

Product overview

LaTour Advisory Group Incorporated operates as a financial advisory firm offering a comprehensive suite of financial planning services centered on retirement planning and wealth management. The company provides eight core service modules: Income Planning, Insurance Solutions, IRA Planning, Retirement Planning (New Generation Retirement), Social Security Planning, Wealth Management, Custom Annuity Policy Review, and Generational Vault. These services are offered through affiliated company LaTour Asset Management, LLC and LaTour Advisory Group, Inc. The firm also provides proprietary tools including the Color of Money Risk Analysis for assessing client risk profiles. Services are delivered through a five-step New Generation Retirement planning system emphasizing fiduciary responsibility, transparency, and technology. The company partners with Gradient Investments, LLC for investment management and provides clients access to third-party tools including Generational Vault portal, Retirement Tax Bill Calculator, and Color of Money Risk Analysis.

Differentiator

Problem solved

Functional benefit

Products and services

• Income Planning Comprehensive income planning service helping clients navigate the three phases of retirement income — accumulation, distribution, and preservation or transfer — using tax-advantaged vehicles to accomplish retirement income goals. Intended for individuals and families preparing for or living in retirement.
• Insurance Solutions Insurance products and services offered through LaTour Advisory Group, Inc. including fixed and fixed indexed annuities, life insurance, long-term care insurance, health insurance, and Medicare supplements, designed to safeguard retirement assets while still allowing participation in market growth. Targeted at retirees and pre-retirees concerned about market loss risk.
• IRA Planning Individual Retirement Account planning covering Traditional IRA, Roth IRA, IRA Rollovers, and Roth Conversions, providing tax-advantaged growth strategies and distribution planning for retirement savers.
• New Generation Retirement The firm's holistic, proprietary five-step retirement planning system: (1) selecting a Financial Services Professional, (2) Fact and Feeling Finding with Color of Money Risk Analysis, (3) Strategy development with holistic planning, (4) Solutions and Executing with technology-enabled forms and e-signatures, (5) Ongoing Relationship management. Built on fiduciary, transparency, and technology hallmarks.
• Social Security Planning Social Security benefit optimization service that educates clients on optimal claiming strategies and timing decisions and integrates those decisions with their overall retirement plans. Designed for individuals approaching or in retirement.
• Wealth Management Investment management and asset maximization service providing personalized asset allocation models based on individual risk tolerance, objectives, and financial needs. Implemented through a partnership with Gradient Investments, LLC, offering access to over 20 proprietary portfolios. Aimed at individuals, families, and business owners seeking fiduciary investment management.
• Custom Annuity Policy Review Review service for existing variable and fixed indexed annuities to assess whether they are under-performing, overly volatile, or designed for client needs that no longer exist. Helps owners of existing annuity contracts determine whether to retain, modify, or replace coverage.
• Generational Vault Secure client portal acting as a virtual safety deposit box providing 24/7/365 access to accounts and important documents. Features secure document sharing/storage, third-party daily investment and banking data aggregation, financial snapshots of assets and expenses, monthly newsletters, market commentaries, and meeting alerts. Available to existing advisory clients.

Quantifiable outcome

• Social Security benefits can increase by up to 8% per year when delaying benefits past full retirement age up to age 70
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

One partnership is on record.

• Gradient Investments, LLCcoreTechnology or IntegrationStrategic alliance with Gradient Investments, LLC, an SEC-registered investment advisor firm offering over 20 proprietary portfolios. Gradient's Senior Portfolio Manager Keith Gangl, CFA, and President Michael Binger, CFA, each have more than 20 years of institutional investment experience and contribute to national publications including CNBC, Fox Business, Forbes, and The Wall Street Journal. LaTour Asset Management refers clients to Gradient for portfolio management services, with advisors receiving a portion of advisory fees.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• New York Life Insurance Company: A major mutual life insurer and annuity provider whose retirement-income, life insurance, and wealth-management products are sold through a national advisor force — directly overlaps LaTour's annuity and life insurance distribution business.
• Ameriprise Financial: A large diversified financial services firm offering retirement planning, investment advisory, and insurance products through a national advisor network — overlapping significantly with LaTour's integrated investment-plus-insurance retirement model but at much larger scale.
• Lincoln Financial Group: A large insurance and retirement-services company offering annuities, life insurance, and retirement planning products through advisors — relevant incumbent in the annuity-and-insurance-based retirement solutions space LaTour operates in.
• Raymond James Financial: A diversified wealth management and investment firm with extensive retirement planning, annuity, and insurance offerings — broader incumbent competing in the same retirement-income and wealth-management space as LaTour.

Direct peers

• Hefren-Tillotson: A mid-size, privately held RIA headquartered in Pittsburgh with a long-standing focus on retirement planning, asset allocation, and integrated investment/insurance solutions for individuals — directly comparable to LaTour's fee-based RIA plus insurance brokerage model.
• Edward Jones: A large retail-focused financial advisory firm with a deep branch network in the Midwest and similar emphasis on retirement income planning, insurance solutions, and face-to-face advisor relationships serving individual households and small-business owners.
• Savant Wealth Management: A Midwestern RIA with a similar fiduciary, planning-first service model offering retirement income, investment management, and tax planning for individuals, families, and business owners.
• Foster & Motley: A mid-size fee-only RIA in the Midwest offering retirement income planning, wealth management, and tax-aware investment strategies to individuals and families — closely aligned with LaTour's planning-led, fiduciary RIA positioning.
• Carson Wealth: A retirement- and holistic-planning-focused RIA that emphasizes fiduciary advice, multi-generational planning, and integrated financial coaching — directly comparable in service model and target demographic to LaTour.
• Mariner Wealth Advisors: A national RIA offering comprehensive financial planning, retirement, estate, and investment advisory services to high-net-worth individuals — comparable planning philosophy and target client base, though larger and more national in scope than LaTour.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 LaTour Advisory Group Incorporated