A Growing Shift Toward Independence, Alignment, and Open Architecture
Financial advisors are rethinking what they want from their broker-dealer relationship. Across the industry, more advisors are gravitating toward platforms that prioritize independence, transparency, flexibility, and advisor alignment. One firm that continues to appear on evaluation shortlists is United Planners Financial Services of America.
You might have read about a recent move, where a multi-billion-dollar advisory group transitioned to a more flexible, advisor-centered broker-dealer. While every situation is unique, moves like these reflect broader priorities that many advisors are now considering.
At 3xEquity, we help advisors compare broker-dealers confidentially and on their terms. Here is a deeper look at why advisors are paying attention to United Planners.
The Larger Trend Toward Independence
Advisor motivations have shifted in recent years. Instead of prioritizing payout alone, advisors are now focused on having more control, more optionality, and more autonomy. They want to choose their technology and custodial platforms. They want a transparent cost structure. They want a broker-dealer that supports how they intend to grow their business over the next decade.
This shift is creating momentum toward firms that offer open architecture and multi-custodial flexibility, which has helped elevate firms like United Planners into the conversation for advisors exploring a move.
1. Advisor Ownership and Partnership Structure
United Planners offers a limited partnership structure that allows eligible advisors to participate in ownership. This alignment appeals to advisors who want a long-term connection to the firm and prefer an ownership model over private equity control.
Advisors frequently tell us that this partnership structure feels more stable and more aligned with how they want to grow their practice.
2. Boutique Size With High-Touch Service
United Planners positions itself as a boutique firm with a strong service culture. Advisors often highlight the personalized attention they receive, the responsiveness of the home office, and the ability to work directly with people who can solve problems.
This environment appeals to advisors coming from larger firms where service has become slow, impersonal, or inconsistent.
3. Open Architecture and Multi-Custodial Flexibility
One of the most common reasons advisors look at United Planners is the freedom it offers. The firm supports a multi-custodial model and provides access to several approved platforms that have undergone thorough due diligence and cybersecurity review.
This design gives advisors the ability to work within a strong, vetted framework while still enjoying meaningful flexibility. Advisors can select from technology solutions already reviewed and approved by the firm. If they wish to introduce new tools, those systems would go through the same cybersecurity and compliance evaluation process prior to approval.
In practice, this approach provides:
• More control of the client experience
• The ability to choose the best custodian or TAMP for each client
• A technology environment built around quality and security
• Flexibility without sacrificing oversight or risk management
• A stable platform without the disruption of forced migrations
Advisors who value independence without losing operational rigor routinely cite this balance as a major advantage when considering United Planners.
4. Hybrid and RIA-Friendly Options
United Planners supports multiple affiliation paths, whether an advisor wants to operate within the corporate RIA, maintain a hybrid approach, or build their own standalone RIA over time.
This flexibility supports enterprise value, succession planning, and the ability to evolve the business without unnecessary constraints. It also makes the platform appealing to teams and next-gen advisors planning long-term growth.
5. Transparent Economics and the Growing Focus on Fee Awareness
United Planners has built a reputation for clear and stable pricing. Advisors frequently point to predictable administrative fees, consistent ticket charges, and the absence of hidden increases.
This growing emphasis on cost transparency reflects a larger industry trend. More advisors are asking a simple but important question.
Curious how your fees compare
It is becoming common for advisors to discover that they are paying more than they realized. A move can create an opportunity to lower costs and better balance the fees versus value equation.
At 3xEquity, we offer a complimentary fee analysis that provides a clear, side-by-side comparison of your current costs and how they stack up against other broker dealers. It is confidential, fast to complete, and a valuable first step in evaluating your options.
6. Independence With Community Support
United Planners is known for offering independence without the sense of isolation that sometimes accompanies it. Advisors consistently describe the culture as collaborative, supportive, and grounded in shared best practices.
For advisors who want freedom but still value community, this balance is a meaningful advantage.
7. Stability and Long-Term Leadership
With ownership changes and private equity involvement reshaping much of the independent space, stability is becoming a competitive advantage.
United Planners has a reputation for consistent leadership and a clear long-term strategy centered on advisor alignment. Advisors who want predictability and strategic clarity often cite this as a deciding factor.
What This Trend Means for Advisors Evaluating a Move
The shift toward open architecture and advisor-centered broker dealers reflects a broader re-evaluation happening across the industry. Advisors are asking deeper questions when reviewing their current firm, including:
• Do I have real control over my client experience
• Are the firm’s costs aligned with the value provided
• Is my technology dictated or chosen
• Does the firm’s stability support my long-term planning
• Will I have more flexibility or less
These questions reflect a more strategic approach to affiliation decisions, with greater emphasis on autonomy, economics, and enterprise value.
Could United Planners Be The Right Fit for You?
United Planners might not be the right home for every advisor, but it is increasingly gaining attention from advisors who want independence supported by service, not independence that leaves them on their own.
If you value open architecture, multi-custodial choice, stable costs, and an ownership structure grounded in advisor alignment, United Planners may be worth a closer look.
At 3xEquity, we help advisors compare broker dealers confidentially and request offers anonymously. Our process highlights differences in culture, economics, technology support, and long-term alignment so you can make the most informed decision possible.
If you are beginning to explore your options, we can help you determine whether a firm like United Planners fits your goals, or whether another platform offers a stronger match for how you want to grow.
Get started today at 3xEquity.com/qs
