Edelman Financial Engines acquires Hasenberg Financial Group to continue national expansion

Edelman Financial Engines has announced the acquisition of Hasenberg Financial Group, a Wisconsin-based RIA managing more than $300 million in assets for over 750 clients.

The move unveiled on Monday extends Edelman’s reach in the Midwest and bolsters its estate planning expertise.

The deal will see Hasenberg’s team and founder Chris Hasenberg join Edelman’s national platform. Known for its focus on estate planning and financial education, Hasenberg Financial Group will be fully integrated under the Edelman brand.

The acquisition is Edelman’s ninth in three years, following others such as the purchase of Cahill Wealth Management in Michigan earlier this year and Soundmark Wealth Management in Washington in 2024. In 2023, Edelman also added Align Wealth Management in Oklahoma and PRW Wealth Management in Massachusetts to its roster .

Jay Shah, who stepped in as chief executive of Edelman Financial Engines in 2023, said the firm looks for partners that share its “uncompromising client-first ethos.”

Shah added that Hasenberg’s dedication to financial education and client service aligns with Edelman’s values, saying the company is “excited to welcome the Hasenberg team and their clients.”

The acquisition comes amid a period of leadership change at Edelman. This summer, the firm appointed Ralph Haberli as president, a move that took effect on July 2. Haberli, who previously led the Institutional & Retirement Client Group at Capital Group and held senior roles at BlackRock, brings a background in workplace and wealth planning.

“Ralph is a rare talent with deep knowledge and insight of both workplace and wealth planning. As we enter our next phase of growth, his leadership will be key to delivering even greater value to our clients, partners, and planners,” Shah said in a statement at the time.

Edelman also recently named Michael Liersch as chief planning officer, a newly created role focused on evolving the firm’s strategic agenda around financial planning and advice .

Suzanne van Staveren, the firm's chief financial officer and chief operating officer, highlighted the importance of strategic acquisitions to Edelman’s mission.

“Acquisitions like Hasenberg play a vital role in our focus on growth and mission to make comprehensive financial planning and advice more accessible,” said van Staveren, who was also named to the board of directors at Foundation Source in March.

For Hasenberg, the decision to join Edelman was driven by shared values and a commitment to client service. “When I founded Hasenberg Financial Group, my goal was always simple: to help people enjoy life more and worry less through clear, transparent, and client-first financial planning,” Hasenberg said. He added that the alignment with Edelman’s approach “made this decision an easy one.”

Edelman Financial Engines now serves 1.3 million clients nationwide, manages more than $308 billion in assets, and operates across more than 140 offices.