Planify Group of St. Louis has joined LPL Financial’s broker-dealer, corporate registered investment advisor (RIA) and custodial platforms, aligned with LPL-affiliated firm Cornerstone Wealth Management, LPL announced today.
Planify Group, which was previously with MassMutual, serves about $550 million in advisory, brokerage and retirement plan assets, LPL said.
Planify is comprised of financial advisors Todd Gentry, Joe Heitkamp, Nick Dragan, Valerie Baker, Shannon Lewandoski and Rachel Burks.
“Over the years, our group has built a solid foundation of shared priorities and values,” Heitkamp said in a statement. “Primarily, we’ve cultivated a ‘client-first’ mentality that translates into everything we do. Our prioritization method is simple: We address financial planning for our clients first and foremost, then tackle solutions and problem solving after we feel confident that we have covered our bases.”
Planify officials said they chose to align with LPL and Cornerstone to implement a new business strategy that would help them maximize their capabilities and better serve their clients.
“We really care about our clients, and with Cornerstone and LPL we’re able to put them first. Improved technology and capabilities were another big draw for us; we needed something seamless, intuitive and secure, which we found at LPL. With more freedom, independent solutions and an open architecture platform, we’re able to offer more comprehensive and personalized experiences to our clients to better help them maintain a lifestyle both now and in the future,” Lewandoski said in a statement.