PFG, a Phoenix-based wealth-management services firm overseeing nearly $5 billion in assets under administration, has selected United Planners Financial Services as its new broker-dealer, marking a significant shift as the firm transitions away from Osaic. The move affects more than 80 financial advisors and over 20 bank and credit union partners, reflecting approximately 90% retention of advisors, assets, and revenue.
The transition supports PFG’s long-standing strategy of offering a multi-custodial, flexible, and advisor-centric environment. For more than two decades, the firm has built its platform around independence, personal service, and the freedom for advisors to choose solutions that best support their clients. As PFG prepared for its next phase of expansion, leadership sought a partner capable of delivering a relationship-driven experience aligned with its core values.
United Planners, headquartered in Scottsdale, Arizona, serves over 500 advisors nationwide and manages assets exceeding $25 billion. The broker-dealer is recognized for its boutique service model, flexible affiliation structures, and collaborative culture that prioritizes advisor independence and open architecture. The alignment between the two firms was a key factor in PFG’s decision.
PFG leadership emphasized that the partnership strengthens its ability to maintain high-touch service across custodial partners such as Schwab and AssetMark. The structure also ensures advisors avoid industry trends that steer them toward restrictive proprietary platforms. PFG leaders noted that preserving both independence and flexibility remains essential to supporting advisors and their clients.
The collaboration arrives as PFG marks 20 years of serving independent advisors and financial institutions with customized wealth-management and advisory solutions.
KEY QUOTES
“We’re excited to welcome PFG, their advisors, and their financial institution partners to UP. Their culture, dedication to the independent space, and business model perfectly aligns with our mission to deliver exceptional service and foster a fiduciary-minded, collaborative culture. Together, we share a commitment to dynamic, open-architecture platforms and technologies that drive efficiency and strengthen trusted relationships between our home office, advisors, and clients.”
Mike Baker, CEO of United Planners
“United Planners’ dedication to independence, high-quality advice, and exceptional service aligns perfectly with our core values. Their flexible affiliation models, transparent structure, and advisor-centric approach made this an easy choice for our leadership team.”
Susi Bennett, President and COO of PFG
“Many of the large broker-dealers have become overly complex, overly restrictive, and increasingly centered on their own platforms. United Planners provides the blue-ocean environment we need to continue growing. Their culture of service, commitment to independence, and advisor-first mindset make them the perfect partner for our next chapter.”
“We have excellent service teams at Schwab and AssetMark, and we needed a broker-dealer who could keep pace. Too many broker-dealers today are pushing advisors onto proprietary platforms that benefit the BD more than the end client. United Planners shares our belief that independence and flexibility lead to better outcomes for everyone.”
Mike Prior, CEO of PFG
