Grandville, MI Office

United Planners Financial Services is a national wealth‑management enterprise with roughly $12.77 billion in assets under management, about 359 advisors, and more than 30,000 client relationships. The firm offers advisory and brokerage services to a broad client mix including individual (non‑HNW and HNW) investors, retirement plans, corporations, trusts and estates, and other institutional clients.

Advisory services are delivered through independent Investment Adviser Representatives who commonly also act as registered representatives, and the firm uses a mix of custodians, third‑party money managers and platform programs (Pershing, TPCs, TPMMs) to implement strategies and cash‑management solutions. A notable operational feature is that most of United Planners’ AUM is reported as non‑discretionary (about $12.16 billion non‑discretionary versus roughly $607 million discretionary), meaning many accounts are managed on a non‑discretionary or client‑directed basis rather than via broad discretionary mandates.

Distinctive aspects of the firm include its limited‑partnership ownership in which many financial professionals are limited partners and formalized advisor transition support (forgivable or non‑forgivable loans and non‑loan assistance) for new advisors. The firm’s dual IA/BD registration enables commission activity and promoter/referral arrangements, it discloses relationships with banking/thrift clients and other investment advisers, and its brochure describes various custodian and sponsorship arrangements (including vendor payment/revenue‑sharing programs) as well as several historical regulatory settlements.