Top 20 Financial Advisory Firms

Elite 20 Financial Advisory Firms: Your Guide to Wealth Management Excellence

In today’s dynamic financial landscape, choosing the right advisory firm is critical for securing your financial future. Below, we explore the top 20 financial advisory firms for 2025, selected based on assets under management (AUM), client satisfaction, innovation, and service breadth. Each profile provides a snapshot of the firm’s heritage, offerings, and unique strengths, equipping you with the knowledge to make informed decisions.

1. Vanguard Personal Advisor Services

• Founders: John C. Bogle
• Founded Year: 1975
• Headquarters: Malvern, Pennsylvania, USA
• Product Categories: Wealth management, retirement planning, investment advisory, robo-advisory
• Company Description: Vanguard, a pioneer in low-cost investing, revolutionized the industry with its index funds. Its Personal Advisor Services blend robo-advisory with human expertise, catering to investors seeking personalized yet affordable guidance. Managing over $8 trillion in global AUM, Vanguard emphasizes client-first principles, transparency, and long-term growth. Ideal for cost-conscious investors, the firm offers tailored portfolios and holistic financial planning, leveraging its vast research capabilities to navigate market complexities.
• Key Features:
  • Low advisory fees starting at 0.30% of AUM
  • Hybrid model combining robo-advisory and human advisors
  • Access to Vanguard’s low-cost ETFs and mutual funds
  • Comprehensive financial planning, including tax strategies
  • Fiduciary commitment ensuring client-first advice
  • Robust digital platform for portfolio tracking
  • Dedicated advisors for accounts over $500,000

2. Charles Schwab Intelligent Portfolios Premium

• Founders: Charles R. Schwab
• Founded Year: 1971
• Headquarters: Westlake, Texas, USA
• Product Categories: Investment management, financial planning, robo-advisory, brokerage services
• Company Description: Charles Schwab is a household name in financial services, renowned for its client-centric approach and innovative offerings. Its Intelligent Portfolios Premium combines automated investing with unlimited access to Certified Financial Planners (CFPs). With over 400 branches nationwide and $9.3 trillion in AUM, Schwab serves a diverse clientele, from retail investors to high-net-worth individuals, emphasizing transparency and competitive pricing.
• Key Features:
  • No advisory fees for online stock and ETF trades
  • Flat $300 one-time planning fee, then $30/month
  • Access to CFPs for personalized guidance
  • Automated portfolio rebalancing
  • Tax-loss harvesting for accounts over $50,000
  • Extensive research tools and market insights
  • Seamless integration with Schwab banking services

3. Fidelity Investments

• Founders: Edward C. Johnson II
• Founded Year: 1946
• Headquarters: Boston, Massachusetts, USA
• Product Categories: Wealth management, retirement planning, brokerage, crypto trading
• Company Description: Fidelity Investments is a global leader managing $10 trillion in AUM, known for its comprehensive services and technological innovation. From commission-free trading to advanced wealth management, Fidelity caters to diverse financial needs. Under Abigail Johnson’s leadership, the firm has embraced cutting-edge solutions like cryptocurrency trading and AI-driven analytics, making it a top choice for tech-savvy investors seeking robust support.
• Key Features:
  • Commission-free stock and ETF trades
  • No minimum balance for Fidelity Wealth Services
  • Advanced robo-advisor with human oversight
  • Cryptocurrency trading for Bitcoin and Ethereum
  • Extensive educational resources and webinars
  • Personalized portfolio management for HNWIs
  • 24/7 customer support with in-person consultations

4. Edward Jones

• Founders: Edward D. Jones Sr.
• Founded Year: 1922
• Headquarters: St. Louis, Missouri, USA
• Product Categories: Financial planning, investment advisory, insurance, retirement planning
• Company Description: Edward Jones is a century-old firm with a conservative, client-focused approach, managing $342.6 billion in AUM. With over 20,000 advisors across the U.S., it emphasizes long-term strategies and diversification. Known for its community-based model, Edward Jones builds strong client relationships, offering tailored solutions for retirement, education savings, and estate planning, ideal for middle-class investors.
• Key Features:
  • Advisory fees starting at 1.35% of AUM
  • Low account minimums ($5,000)
  • Personalized financial planning with local advisors
  • Emphasis on diversification and risk management
  • Robust insurance and annuity offerings
  • Client-centric service with regular reviews

5. Morgan Stanley Wealth Management

• Founders: Henry S. Morgan, Harold Stanley
• Founded Year: 1935
• Headquarters: New York City, New York, USA
• Product Categories: Wealth management, investment banking, portfolio management
• Company Description: Morgan Stanley is a global financial titan with a storied history, managing significant AUM through its wealth management arm. Headquartered in Manhattan, the firm serves high-net-worth individuals (HNWIs) and institutions with bespoke solutions. Its advisors leverage deep market insights and global resources, offering sophisticated strategies for wealth preservation and growth, making it a go-to for affluent clients.
• Key Features:
  • Tailored portfolios for HNWIs and institutions
  • Access to exclusive investment opportunities
  • Comprehensive estate and tax planning
  • Global market research and insights
  • Dedicated wealth advisors for personalized service
  • Advanced digital tools for portfolio management
  • Strong focus on sustainable investing

6. Merrill Lynch Wealth Management

• Founders: Charles E. Merrill, Edmund C. Lynch
• Founded Year: 1914
• Headquarters: New York City, New York, USA
• Product Categories: Wealth management, brokerage, financial planning
• Company Description: Merrill Lynch, a Bank of America subsidiary, is a powerhouse in wealth management, serving millions with its extensive advisor network. With a legacy of innovation, the firm offers full-service brokerage and robo-advisory platforms, catering to both mass-market and ultra-wealthy clients. Its focus on personalized advice and robust research makes it a trusted name for comprehensive financial solutions.
• Key Features:
  • Full-service brokerage with personalized advice
  • Robo-advisory through Merrill Guided Investing
  • Access to Bank of America banking integration
  • Advanced wealth planning for HNWIs
  • Extensive market research and analytics
  • Customizable investment portfolios
  • Strong ESG (Environmental, Social, Governance) focus

7. BlackRock

• Founders: Robert S. Kapito, Laurence D. Fink
• Founded Year: 1988
• Headquarters: New York City, New York, USA
• Product Categories: Investment management, risk management, advisory services
• Company Description: BlackRock, the world’s largest asset manager with over $10 trillion in AUM, is synonymous with investment excellence. Known for its AI-driven strategies and sustainable investing, BlackRock serves institutional and individual clients globally. Its advisory services focus on risk management and portfolio optimization, making it a preferred partner for those seeking cutting-edge financial solutions.
• Key Features:
  • AI-driven portfolio management tools
  • Industry-leading sustainable investment options
  • Multi-asset class portfolio construction
  • Robust risk management frameworks
  • Global market insights and analytics
  • Customized solutions for institutional clients
  • Scalable advisory services for all investor types

8. J.P. Morgan Private Client Advisor

• Founders: John Pierpont Morgan
• Founded Year: 1838 (as J.P. Morgan & Co.)
• Headquarters: New York City, New York, USA
• Product Categories: Wealth management, private banking, investment advisory
• Company Description: J.P. Morgan’s Private Client Advisor arm offers elite wealth management services, leveraging the firm’s global expertise. With $9.3 trillion in AUM, it caters to HNWIs and institutions, providing bespoke investment strategies and private banking solutions. Known for its client satisfaction, J.P. Morgan combines personalized advice with advanced digital tools, ideal for sophisticated investors.
• Key Features:
  • Personalized wealth management for HNWIs
  • Access to private banking services
  • Advanced digital wealth management platform
  • Exclusive investment opportunities
  • Comprehensive tax and estate planning
  • High client satisfaction per J.D. Power 2024
  • Global research and market insights

9. Wells Fargo Advisors

• Founders: Henry Wells, William Fargo
• Founded Year: 1852 (as Wells Fargo & Co.)
• Headquarters: San Francisco, California, USA
• Product Categories: Wealth management, brokerage, robo-advisory, retirement planning
• Company Description: Wells Fargo Advisors, part of Wells Fargo’s wealth management division, manages $560 billion in AUM, serving a broad clientele from retail to HNWIs. With nearly 20,000 advisors, the firm offers a range of services, from traditional brokerage to robo-advisory platforms. Its focus on personalized service and diversified portfolios makes it a versatile choice for investors.
• Key Features:
  • Hybrid advisory with robo and human options
  • 70% of AUM from HNWIs
  • Comprehensive retirement and estate planning
  • Access to Wells Fargo banking services
  • Competitive fees for full-service brokerage
  • Extensive advisor network across the U.S.

10. LPL Financial

• Founders: Robert J. Moore
• Founded Year: 1989
• Headquarters: Boston, Massachusetts; San Diego, California; Austin, Texas; Fort Mill, South Carolina, USA
• Product Categories: Broker-dealer services, investment advisory, financial planning
• Company Description: LPL Financial is the largest independent broker-dealer in the U.S., supporting thousands of advisors nationwide. With a flexible, advisor-centric model, LPL empowers independent professionals to deliver tailored financial solutions. Its robust technology platform and extensive product offerings make it a leader in the independent advisory space, ideal for clients seeking customized advice.
• Key Features:
  • Supports independent financial advisors
  • Advanced technology platform for advisors
  • Wide range of investment products
  • Flexible fee structures
  • Comprehensive compliance and support services
  • Client-focused, advisor-driven model

11. Fisher Investments

• Founders: Ken Fisher
• Founded Year: 1979
• Headquarters: Camas, Washington, USA
• Product Categories: Portfolio management, financial planning
• Company Description: Founded by investment guru Ken Fisher, Fisher Investments specializes in personalized portfolio management for HNWIs and institutions. With a focus on active management and global diversification, the firm manages significant AUM, emphasizing long-term growth. Its fee-only structure and fiduciary commitment ensure unbiased advice, making it a top choice for experienced investors.
• Key Features:
  • Fee-only fiduciary model
  • Personalized portfolio strategies
  • Active management with global focus
  • No brokerage services, pure advisory
  • Dedicated advisors for each client
  • Transparent AUM-based fee structure

12. Ameriprise Financial

• Founders: John Tappan
• Founded Year: 1894
• Headquarters: Minneapolis, Minnesota, USA
• Product Categories: Wealth management, annuities, financial planning
• Company Description: Ameriprise Financial, with over $900 billion in AUM, has a 125-year legacy of helping clients achieve financial confidence. Its comprehensive services include wealth management, annuities, and retirement planning, delivered through a network of advisors. Known for its client-centric approach, Ameriprise combines personalized advice with robust digital tools, catering to a wide range of investors.
• Key Features:
  • Holistic financial planning services
  • Wide range of annuity products
  • Personalized advisor-client relationships
  • Competitive AUM fees
  • Strong digital platform for account management
  • Extensive advisor training and support

13. CAPTRUST

• Founders: J. Fielding Miller
• Founded Year: 1997
• Headquarters: Raleigh, North Carolina, USA
• Product Categories: Wealth management, retirement plan advisory, endowment services
• Company Description: CAPTRUST is a leading RIA with a massive AUM, serving both individual and institutional clients. Headquartered in Raleigh, it offers tailored wealth management and retirement plan advisory, emphasizing fiduciary responsibility. With branches nationwide, CAPTRUST’s client-first approach and deep expertise make it a trusted partner for complex financial needs.
• Key Features:
  • Fee-only fiduciary services
  • Specialized retirement plan advisory
  • Customized wealth management solutions
  • Nationwide branch network
  • Strong focus on institutional clients
  • Robust client education programs

14. Cerity Partners

• Founders: Kurt Miscinski
• Founded Year: 2009
• Headquarters: New York City, New York, USA
• Product Categories: Financial planning, wealth management, tax planning
• Company Description: Cerity Partners is a fast-growing RIA offering personalized financial planning and wealth management. With offices in major U.S. cities, it serves HNWIs and institutions, customizing services based on client goals and risk tolerance. Its holistic approach, integrating tax and estate planning, positions it as a go-to for affluent clients seeking comprehensive solutions.
• Key Features:
  • Holistic financial and tax planning
  • Customized portfolio management
  • Fiduciary, fee-only structure
  • Multi-city presence for accessibility
  • Dedicated advisors for personalized service
  • Strong focus on client goal alignment

15. GW&K Investment Management

• Founded Year: 1974
• Headquarters: Boston, Massachusetts, USA
• Product Categories: Asset management, equity strategies, fixed-income solutions
• Company Description: GW&K Investment Management is a fee-only RIA specializing in active equity and fixed-income strategies. Serving HNWIs and institutions, the firm prioritizes client interests, employing small-cap and municipal bond strategies to navigate market fluctuations. With a 50-year track record, GW&K’s disciplined approach ensures consistent performance and client trust.
• Key Features:
  • Active equity and fixed-income management
  • Fee-only fiduciary model
  • Specialized small-cap strategies
  • Municipal and taxable bond expertise
  • Client-first investment philosophy
  • Long-term performance focus

16. Facet Wealth

• Founders: Anders Jones, Brent Weiss, Patrick McKenna
• Founded Year: 2016
• Headquarters: Baltimore, Maryland, USA
• Product Categories: Financial planning, investment management, virtual advisory
• Company Description: Facet Wealth is a technology-driven RIA redefining financial planning with affordable, virtual services. Offering flat-fee subscriptions, it connects clients with CFPs for personalized advice, bypassing traditional AUM fees. Ideal for younger professionals and middle-income families, Facet’s transparent model and digital-first approach make financial planning accessible and scalable.
• Key Features:
  • Flat-fee subscription model
  • Virtual access to CFPs
  • Comprehensive financial planning
  • No AUM-based fees
  • User-friendly digital platform
  • Tailored for younger demographics

17. Zoe Financial

• Founders: Andres Garcia-Amaya
• Founded Year: 2018
• Headquarters: New York City, New York, USA
• Product Categories: Advisor matching, financial planning, investment advisory
• Company Description: Zoe Financial is a platform connecting clients with vetted, fiduciary advisors tailored to their needs. Rather than managing assets directly, Zoe curates a network of top-tier RIAs, ensuring personalized matches. Its technology-driven approach simplifies the advisor selection process, making it ideal for investors seeking trusted, independent guidance without the hassle.
• Key Features:
  • Advisor matching with fiduciaries
  • Transparent vetting process
  • No direct asset management
  • Digital platform for seamless connections
  • Focus on client-advisor compatibility
  • Free initial consultations

18. Empower

• Founded Year: 2016 (formerly Personal Capital)
• Headquarters: Redwood City, California, USA
• Product Categories: Wealth management, robo-advisory, financial planning
• Company Description: Empower, formerly Personal Capital, blends robo-advisory with human expertise, managing significant AUM for tech-savvy investors. Its free financial dashboard and personalized advisory services cater to HNWIs and retail clients alike. With a focus on tax optimization and retirement planning, Empower’s hybrid model delivers scalable, high-touch solutions.
• Key Features:
  • Free financial dashboard for tracking
  • Hybrid robo and human advisory
  • Tax-loss harvesting and optimization
  • Retirement planning expertise
  • High-touch service for HNWIs
  • Competitive advisory fees

19. Heritage Investment Group

• Founded Year: 1993
• Headquarters: Pompano Beach, Florida, USA
• Product Categories: Wealth management, financial planning, investment advisory
• Company Description: Heritage Investment Group is a boutique RIA serving HNWIs, families, and foundations with personalized wealth management. Founded in 1993, it emphasizes balanced, growth-oriented portfolios, leveraging its expertise to guide clients through complex financial decisions. Its client-centric model and fiduciary commitment ensure tailored solutions and long-term trust.
• Key Features:
  • Personalized wealth management
  • Fiduciary, client-first approach
  • Balanced portfolio strategies
  • Expertise in HNWIs and foundations
  • Long-term client relationships
  • Comprehensive financial planning

20. Mission Wealth

• Founders: Brad Stark, Seth Streeter
• Founded Year: 2000
• Headquarters: Santa Barbara, California, USA
• Product Categories: Wealth management, financial planning, fiduciary advisory
• Company Description: Mission Wealth, a five-star RIA per Newsweek 2025, is dedicated to empowering clients with holistic financial planning. Managing significant AUM, it serves individuals and families with a client-first, fiduciary approach. Its innovative strategies and personalized service have earned it a spot among America’s top firms, ideal for those seeking clarity and confidence.
• Key Features:
  • Fiduciary, client-first philosophy
  • Holistic financial planning
  • Five-star Newsweek 2025 rating
  • Personalized advisor relationships
  • Innovative wealth management solutions
  • Strong focus on client empowerment

This guide highlights the diversity and expertise of the top 20 financial advisory firms for 2025, each offering unique strengths to meet varied investor needs. Whether prioritizing low fees, technology, or personalized service, these firms provide trusted pathways to financial success.