PFG Selects United Planners as Its New Broker-Dealer, Advancing a Multi-Custodial, Advisor-First Growth Strategy

PHOENIX--(BUSINESS WIRE)--PFG, a Phoenix-based firm with nearly $5 billion in assets under administration, today announced its transition from Osaic to United Planners Financial Services (“United Planners”) as the broker-dealer for its 80+ financial advisors and 20+ bank and credit union partners. With advisor, asset, and revenue retention of approximately 90%, this move reinforces PFG’s long-standing commitment to independence, flexibility, and service excellence.

For more than 20 years, PFG has supported independent advisors and financial institutions with a multi-custodial, client-first platform. As the firm looked ahead to its next phase of growth, leadership sought a broker-dealer that shared its values and could deliver the kind of personalized, relationship-driven support advisors need in today’s evolving wealth-management landscape.

“Many of the large broker-dealers have become overly complex, overly restrictive, and increasingly centered on their own platforms,” said Mike Prior, CEO of PFG. “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.”

Headquartered in Scottsdale, Arizona, United Planners supports more than 500 advisors nationwide with over $25 billion in assets under administration. The firm is known for its boutique service model, flexible affiliation options, multi-custodial framework, and strong alignment with both independent RIAs and financial-institution programs.

Mike Baker, CEO of United Planners, shared his enthusiasm for the partnership:

“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.”

PFG's President and COO Susi Bennett emphasized how the cultural alignment between the firms made the decision clear.

“United Planners’ dedication to independence, high-quality advice, and exceptional service aligns perfectly with our core values,” said Bennett. “Their flexible affiliation models, transparent structure, and advisor-centric approach made this an easy choice for our leadership team.”

PFG noted that the move ensures advisors continue to benefit from high-touch service across its custodial and platform ecosystem, including Schwab and AssetMark, while avoiding the forced-platform migration strategies becoming more common across the industry.

“We have excellent service teams at Schwab and AssetMark, and we needed a broker-dealer who could keep pace,” added Prior. “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.”

The transition marks a significant milestone as PFG celebrates 20 years of empowering independent advisors and financial institutions with customized, client-centric wealth-management solutions.

About Priority Financial Group

PFG offers comprehensive wealth management, advisory, compliance, sales and technology services. With headquarters in Phoenix, the PFG team has been helping financial institutions and financial advisors deliver high-quality solutions for more than 20 years. For more information, visit www.pfgteam.com or on LinkedIn.

About United Planners Financial Services

United Planners is a Scottsdale, Arizona-based broker-dealer and RIA supporting more than 500 financial advisors across the country. With over $25 billion in client assets serviced on its platform, United Planners is known for its boutique service model, flexible affiliation structures, cutting-edge technology, and strong commitment to advisor independence. The company is uniquely structured as a limited partnership, ensuring alignment with both advisors and their clients.

Investment advice offered by PFG Advisors, LLC. Securities offered through United Planners Financial Services, member FINRA/SIPC. Insurance products offered through approved carriers. PFG Advisors, LLC, Priority Financial Group, and United Planners Financial Services are separately owned entities and are not affiliated companies.