Heartland Financial Services, Ltd.
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
About
Heartland Financial Services is a state-registered investment adviser that provides financial planning, single-subject consulting and related advisory services to individuals, high-net-worth clients and small businesses, with investment recommendations that primarily emphasize mutual funds and exchange-traded funds. The firm does not manage client assets on an ongoing discretionary basis and instead delivers written plans and consultative advice tailored to each client's circumstances.
The firm customizes recommendations based on clients’ objectives, risk tolerance and time horizons, using long‑term purchase strategies and financial planning tools to set both long- and short-term goals. Persons providing advice on behalf of the firm also serve as registered representatives of a broker-dealer and as licensed insurance agents, and may receive commission-based and 12b‑1 compensation for securities or insurance product sales in addition to advisory fees.
Compared with many peers, Heartland’s business model is distinctive in that it relies on fixed and hourly planning fees rather than percentage-of-assets-under-management and does not oversee discretionary AUM, and its advisory personnel routinely transact through an affiliated broker-dealer and sell insurance products—arrangements that can create conflicts of interest. The firm also does not take custody or discretionary trading authority, so clients receive custodial statements directly and trade execution is generally directed through the recommended broker-dealer.
Client services
Expertise
Fee options
Fixed fees for financial planning services generally ranging from $250 to $1,500.
Commission-based compensation earned by registered representatives for securities sales and by licensed insurance agents for insurance products, separate from advisory fees.
Hourly fee of $200 for financial planning and single subject consulting services, negotiable.
Fee-only: Financial planning services at fixed fees generally ranging from $250 to $1,500; hourly fee of $200 per hour (both negotiable depending on complexity and scope). $500 advance payment required for financial planning services.
Main office
2302 W 1st St, Ste 120
Cedar Falls IA 50613
Advisors at this office
1
Most active in
Iowa
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is active or affiliated with:
Insurance agent
They sell insurance products and may earn commissions on those sales.
Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
Is not active or affiliated with:
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
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