Osaic — formerly known as Advisor Group — is one of the largest wealth management platforms in the United States, headquartered in Scottsdale, Arizona, and owned by private equity firm Reverence Capital Partners. The firm serves approximately 11,000 financial professionals and more than 250 financial institutions overseeing more than $700 billion in client assets. In June 2023, Advisor Group announced its rebranding to Osaic and began a multi-year process to consolidate its eight legacy broker-dealer brands into a single unified service platform, a process it completed in early 2025.
Website: osaic.com
Founder: Founded 2002 as Advisor Group; predecessor entity dates to 1988 as SunAmerica Planning Centers
Company type: Private; portfolio company of Reverence Capital Partners
Regions served: United States; operational hubs in Scottsdale AZ, Oakdale MN, La Vista NE, New York NY, Jersey City NJ, and Atlanta GA
What does Osaic offer?
Osaic provides the infrastructure, compliance, technology, and product access that independent financial professionals need to build and operate their practices. Its services span both broker-dealer and registered investment adviser channels, operating through a set of affiliated entities. Core offerings include:
- independent broker-dealer services through Osaic Wealth, Inc. and Osaic Institutions, Inc., both registered broker-dealers and investment advisers and members of FINRA and SIPC
- investment advisory services through Osaic Advisory Services, LLC and Ladenburg Thalmann Asset Management, Inc.
- securities distribution through Osaic Services, Inc. and Ladenburg Thalmann & Co., broker-dealers
- advisory programme sponsorship through VISION2020 Wealth Management Corp., an affiliated registered investment adviser
- access to four Advantage Companies — Highland Capital Brokerage, Ladenberg Thalmann & Co., Ladenberg Thalmann Asset Management, and Premier Trust — providing insurance brokerage, capital markets, and trust services
- institution-focused services through its Osaic Institutions platform, which targets banks and credit unions seeking to offer investment products to their client bases
The rebranding and consolidation from eight distinct firms into Osaic was designed to create operational consistency across the network, particularly around compliance, technology, and practice management support, while allowing advisors to continue serving their clients without account repapering during the transition.
Osaic in the market
Osaic is one of the largest independent broker-dealer networks in the United States, competing primarily with LPL Financial, Cetera Financial Group, Ameriprise Financial Services, and Cambridge Investment Research. Its scale — more than 11,000 financial professionals and more than $700 billion in client assets — gives it significant negotiating power with technology vendors, asset managers, and custodians, which translates into cost and product advantages for affiliated advisors.
The firm's consolidation from eight brands to one was among the most significant operational undertakings in the broker-dealer space in recent years. The legacy brands — including FSC Securities, Royal Alliance Associates, SagePoint Financial, Securities America, Triad Advisors, Woodbury Financial Services, American Portfolios, and Infinex Investments — had distinct cultures, compliance histories, and technology stacks, making the integration a complex multi-year exercise. According to reporting by WealthManagement.com in 2026, following the completion of that integration, Osaic's leadership began shifting focus toward organic growth — building the platform for faster advisor growth rather than further consolidation. The firm's acquisition of Lincoln Financial's wealth business in 2024, which added approximately 1,400 advisors overseeing roughly $115 billion in assets, was the largest single addition to the Osaic platform and tested the integration machinery at scale.
The Osaic consolidation also drew regulatory attention: the SEC settled charges against four Osaic-affiliated investment advisers — FSC Securities, Osaic Wealth, SagePoint Financial, and Woodbury Financial Services — over custody rule violations related to clearing agreements, with each entity receiving a $100,000 civil penalty. The firm has since directed focus toward compliance consistency as a core benefit of operating under a unified brand and governance structure.
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