United Planners Financial Services is pleased to announce that United Planners has partnered with Priority Financial Group (PFG) to become its broker-dealer for its nationwide network of 80+ financial advisors and 20+ financial institution partners, representing nearly $5 billion in assets under administration.
United Planners prides itself on its premier quality of service, low-cost open architecture offerings, and being advisor & employee owned, which makes them adamantly not for sale. This marks a significant growth event for United Planners given their existing total client assets are $26 billion, of which $10.6 billion is in the assets under management category for their firm’s investment advisory division. Approximately 70% of United Planners’ total revenue is derived from its collective investment advisory business across all advisors. The partnership reflects PFG’s commitment to independence, flexibility, and high-touch service — values that closely align with United Planners’ culture and business model.
Sheila Agasi, Executive Vice President-Chief Revenue Officer and General Partner of United Planners said, “Welcoming PFG to United Planners is an important and exciting milestone for us. Our firms have known each other for more than a decade, and throughout our due diligence process it became even more clear just how strongly our cultures, philosophies, and long-term commitments to independence aligned.” Agasi continued to say, “I’m incredibly proud of the thoughtful planning, rigorous preparation, and cross-team collaboration that went into this transition. We have onboarded PFG, which is a large and sophisticated organization, without impacting the high service levels our existing advisors expect. We look forward to supporting PFG’s continued growth and to the many opportunities this partnership will create for our combined advisor community.”
“For more than two decades, PFG has built a reputation for championing advisor independence and supporting financial institutions with a robust, client-first platform,” said Mike Baker, Chief Executive Officer of United Planners and General Partner of United Planners. Baker continued to say, “Their team, their culture, and their values align seamlessly with our mission to deliver exceptional service and foster a fiduciary-minded culture. We are proud to welcome PFG’s advisors and partners to United Planners.” Baker also said, “Given PFG’s well-organized business model and supervisory structure, we are confident we will maintain our high level of service with 10-second hold times and advisor hotline that always connects to a live person. Our commitment to this exceptional service excellence will remain steadfast.”
PFG’s decision to transition to United Planners was driven by the need for a broker-dealer that could support their continued growth with open architecture, multi-custodial flexibility, and relationship-driven service.
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