United Planners Financial Services

United Planners Financial Services

A member of United Planners Financial Services


7333 E. Doubletree Ranch Road

Scottsdale, AZ 85258

(800) 966-8737


Clearing firm: Charles Schwab, Fidelity Clearing and Custody Solutions, Pershing LLC, Other

No. advisers: 514

No. franchises: 318

AUM: $17,496,959,046

Year founded: 1987

Year end: Dec. 31

No. of retail offices: 338

For More Information

CEOMichael A. Baker
Recruiting ContactSheila J. Cuffari-Agasi
(800) 966-8737 ext. 240
Compliance ContactDave Hauer
(800) 966-8737 ext. 214
Marketing ContactBilly Oliverio
(800) 966-8737
Technology Operations ContactAaron G. Spradlin
(800) 966-8737

Recruitment & Staffing

2020 2019 2018
No. of reps538514510
No. of reps, male412394391
No. of reps, female126120119
No. of producing reps452419418
No. of producing reps, male373350350
No. of producing reps, female796968
No. of reps producing $100K-$499K /year228197210
No. of reps producing $500K+ /year776665
No. of CFPs119109108
No. of full-time employees676765
No. of fee-based advisers served453415414
Average payout per rep, per year$305,648$311,360$311,004
Avg. annual production of top 20% reps$810,000$788,000$772,000
Total payout, per year$120,193,079$112,416,541$114,768,764
Cost of E&O insurance per rep, per year311031103110
Affiliation fees charged per rep, per year375037803780
Affiliation fee coverageTechnology, DocuSign account, online document storage, email monitoring, email encryption & storage, welcome, update and annual change letters to clients, AI Insights, Morningstar Annuity Intelligence Report, due diligence of 3rd party vendorsTechnology integration, DocuSign account, imaging and automatic archival of statements and online document storage, email monitoring, storage and domain hosting, single sign on, compensation statements 3x/month, Advisor Helpdesk Support, firm element continuing education, straight through account processingtechnology, imaging and automatic archival of statements, online document storage, email monitoring, storage and domain hosting, single sign on, straight through account processing, Fidelity Bond Coverage, annual update and change letters to clients, AI Insight, AAM, Smarsh email supervision tool, Morningstar Annuity Intelligence Report, Retirement Professionals Network, Succession Planning Resources (LEAPS), Electronic Comp Statements and ACH payments, expanded Advisor HelpDesk, Cybersecurity Due Diligence of 3rd party vendors, Cybersecurity
$0-$249,999 $250K-$499,999 $500K-$749,999 $750K-$999,999 $1,000,000+
Mutual funds 86%-90% 91%-95% 91%-95% 91%-95% 91%-95%
Insurance 86%-90% 91%-95% 91%-95% 91%-95% 91%-95%
Variable annuities 86%-90% 91%-95% 91%-95% 91%-95% 91%-95%
Limited parterships 86%-90% 91%-95% 91%-95% 91%-95% 91%-95%
Securities 86%-90% 91%-95% 91%-95% 91%-95% 91%-95%
Required minimum production$150,000
2020 2019 2018
Total revenues$138,152,964$129,214,415$131,918,119
Commission revenues$45,059,425$46,576,464$51,745,320
Securities revenues$2,680,388$3,044,665$2,314,517
Securities revenues: Stocks$2,680,388$1,217,866$1,325,131
Securities revenues: Bonds$913,399$725,550
Securities revenues: ETFs$913,400$263,836
Securities revenues: Other
Mutual fund revenues$10,455,906$10,317,801$11,872,631
Annuities revenues$29,681,475$30,477,575$32,979,529
Annuities revenues: Fixed$1,615,876$3,939,476$3,957,543
Annuities revenues: Variable$27,010,758$26,538,099$29,021,986
Annuities revenues: Other$1,054,841
Insurance revenue$1,663,677$1,688,567$2,935,617
Insurance revenues: Life$880,189$772,961$2,929,615
Insurance revenues: Disabilities
Insurance revenues: LTC$6,002
Insurance revenues: Other$783,488$915,606
Alternative revenues$577,979$1,047,856$1,643,026
Alternative revenues: Hedge funds
Alternative revenues: Managed futures
Alternative revenues: Private placements$659,591
Alternative revenues: REITs$577,979$1,047,856$983,435
Alternative revenues: Other
Other commission revenues000
Fee revenues$88,343,956$78,227,763$76,594,825
Fee revenues: Rep-managed accounts$57,423,571$54,759,434$53,616,378
Fee revenues: Firm-managed accounts00
Fee revenues: Outside-managed accounts$30,920,385$23,468,329$22,978,447
Fee revenues: Other0
Total revenues: Other$4,749,583$4,410,188$3,577,974
2020 2019 2018
Total account assets$19,390,000,000$17,496,959,046$16,461,908,128
Fee-based assets$11,133,110,460$9,380,720,023$7,650,000,000
Fee-based assets: Clearing firm$881,368,551$906,083,977$612,000,000
Fee-based assets: Advisory firm platforms000
Fee-based assets: Third-party money managers$4,020,408,915$3,350,964,993$2,111,400,000
Fee-based assets: Other$6,231,332,994$5,123,671,053$4,926,600,000
Total account assets: Other$8,256,889,540$8,116,239,023$8,811,908,128
Average assets per rep$36,040,892$34,040,776$32,278,251
Social Media & Mobile
Allows advisers to use social mediaY
Social media sites allowedFacebook
Dedicated mobile application for advisers?Y
Primary purpose of mobile applicationFinancial planning
Software Offered
Account aggregation software Albridge Wealth Reporting (Albridge, an affiliate of Pershing)
AllData Advisor (Morningstar)
CashEdge (Fiserv)
eMoney 360 (eMoney Advisor)
Built in house/Proprietary
Compliance software Albridge Sales Practice Monitoring (an affiliate of Pershing)
SchwabCT (Schwab Compliance Technologies Inc.
Built in house/Proprietary
CRM Redtail CRM (Redtail Technology)
Salesforce CRM (Salesforce.com)
Document management Redtail Imaging (Redtail Technology)
Built in house/Proprietary
Financial planning eMoney360 (eMoney Advisor)
Finance Logix (Envestnet)
MoneyGuidePro (PIEtech Inc.)
Morningstar Advisor Workstation (Morningstar Inc.)
Portfolio management Albridge Wealth Reporting (Albridge, and affiliate of Pershing)
Envestnet (Envestnet)
Morningstar Office (Morningstar Inc.)
Morningstar Principia CAMS (Morningstar Inc.)
Orion Solutions (Orion Advisor Services LLC)
PortfolioCenter (Schwab Performance Technologies)
Portfolio rebalancing Advisor Rebalancing (Envestnet/Tamarac)
Fidelity Wealth Central (Fidelity Institutional Wealth Services)
iRebal, the Intelligent Rebalancer (ThinkTech Inc.)
NetX360 (Pershing)
Schwab Portfolio Rebalancer (Schwab Advisor Services)
Offers robo-advisory platform?Y
If not, when plans to offer a robo-platform
Robo-advice services offered
How robo-platform developedBy a third-party developer
Charge for robo-advisory services?N
  • N/A = Not available
  • N/D = Not disclosed
  • — = Information not available or not disclosed

All 2011-2016 recruitment and staffing data is as of Dec. 31 in the calendar year displayed. Prior year recruitment and staffing data is as of Sept. 30. All financial figures are for firms' year end, unless noted.

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