GCG Advisory Partners is expanding into the fee-only advisory space through a new partnership with Gunderson Capital Management, a South Carolina-based RIA overseeing more than $420 million in assets.
The deal brings Bill Gunderson, the firm’s president and CEO, onto GCG’s platform as both an operating and equity partner. His firm will gain access to GCG’s technology stack, operational resources, and capital support aimed at accelerating growth.
The move marks the formal launch of GCG’s fee-only, pure RIA channel, positioning the firm to attract advisors focused on fiduciary, client-first models. Gunderson Capital, known for its research-led and growth-focused investment approach, serves clients nationwide with an emphasis on long-term wealth preservation.
Gunderson also brings a high-profile media presence that GCG views as a key driver of organic expansion. He hosts the nationally syndicated Best Stocks Now Radio Hour, appears regularly across major financial media outlets, and has built a broad digital footprint through his app and published commentary.
Joel Burris, CEO and managing partner of GCG Advisory Partners, said the partnership aligns closely with the firm’s growth strategy.
“We are excited to welcome Bill Gunderson and Gunderson Capital to the GCG Monetize and Grow platform. This partnership is a great fit for both of us. GCG is establishing a fee-only RIA channel with an expert and legend in this space, while providing the technology and operational support that will amplify Gunderson Capital’s growth trajectory and allow Bill to focus on his high impact work: investing, brand building through strategic media appearances, and, importantly, building client relationships. Bill’s media and marketing expertise is a core asset that we are excited for him to bring to GCG.”
Joey Hagner, GCG’s chief growth officer, highlighted the complementary nature of the two firms, particularly in marketing and distribution.
“Bill is a standout marketing strategist who has built a powerful, repeatable organic growth engine through his investing and marketing expertise. Our complementary partnership will drive robust benefits for both of us: GCG will amplify and modernize the Gunderson growth engine with our technology and platform capabilities, and Gunderson’s innovative marketing capabilities and media presence will enhance GCG’s market position.”
For Gunderson, the partnership is about scaling an already established model while maintaining focus on clients and brand visibility.
“We built Gunderson Capital on a thoughtful, research-backed approach, and this partnership with GCG is about amplifying what already works. Their operational expertise and scalable technology platform give us the ability to grow smarter and faster in a market that continues to evolve. This partnership allows us to stay focused on our visibility in the market and on building strong relationships with our clients. I’m excited to collaborate with the GCG team and continue to grow our networks together.”
Gunderson Capital will continue operating under its existing brand, with its team remaining in place. Financial terms of the transaction were not disclosed.
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