PRNewswire Features Horizon Financial Group's Accelerated Growth Plan

February 22, 2018

Originally published on 2/22/2018 by:

Horizon Financial Group ("Horizon"), an independent Super-OSJ and wealth management firm serving individuals, families, institutions and retirement plans, today announced its plan to generate accelerated growth under a new strategic vision for what Super-OSJ groups across the independent financial advice space must do to be successful in the new fiduciary era.  Horizon is the second-largest Super-OSJ affiliated with Cetera Advisors, one of the member firms of Cetera Financial Group.  The firm has 45 affiliated independent financial advisors across the country, and collectively manages, advises and consults on approximately $2 billion in assets.

Pete Bush, CFP ®, Chief Executive Officer and Founder of Horizon Financial Group, said, "From our roots of running a small OSJ for many years, Horizon has become one of the largest and fastest-growing Super-OSJ groups in the country, expanding from six affiliated advisors in 2011 to forty-five at the end of 2017.  We're excited about our success, but we recognize that sustained growth is predicated on our ability to continuously evolve our business, while redefining what it means to be a Super-OSJ.  The reality for all Super-OSJ groups is that relying exclusively on independent advisor recruiting for growth, and the delivery of compliance supervision as a value proposition, simply isn't enough in this new fiduciary era.  Super-OSJ groups that can actively deliver more in solutions under a brand that truly stands out among advisors and their end clients will enjoy a significant strategic advantage going forward."

Under its accelerated growth plan, Horizon announced its intention to achieve the following key goals over the next four years:

Recruiting an additional 55 new right-fit independent advisors to reach 100 overall affiliates, together with additional assets of over $2-3 billion to bring total assets under advisement to between $4 billion and $5 billion

Deploying between $1 million to $3 million to acquire independent financial advisory practices and 401(k) books of business across the country

As part of this acquisition strategy, Horizon will focus on purchases of independent financial advisor businesses whose leaders are seeking to execute succession planning-driven transitions, as well as existing advisors exiting the 401(k) retirement plan business and whose teams and clients can be seamlessly folded into Horizon's core wealth management operations as W2 employees (in the case of team members) or be tucked into one of the firm's affiliate advisor locations around the country.

Mr. Bush continued, "We believe our firm's future, and for that matter, the future for all Super-OSJs, will depend on three key future growth drivers:  The development of a multi-channel approach encompassing both 1099 and W2 financial advisors; significant investment in a truly institutionalized brand that has value for end clients as well as advisors; and a diversified focus on growth that goes beyond recruiting, and spans acquisitions as well as organic expansion."

In a related development, the firm completed a comprehensive rebranding campaign, changing its name from Horizon Wealth Management to Horizon Financial Group.  The rebranding recognizes the firm's growing status as a truly national retail financial services company, as well as its expanded strategic focus, encompassing its rapidly-growing super-OSJ offerings and support for retirement plan sponsors and participants, in addition to its core W2 employee-advisor business supporting Horizon's wealth management clients.

The rebranding campaign includes the launch of the firm's new corporate website and advisor-facing recruiting website, together with the rollout of both client and advisor-facing digital thought leadership vehicles, including a bi-weekly podcast for clients called 'Confident Wealth' and a corresponding podcast for advisors called 'The Confident Advisor Practice.'  These efforts are further supplemented by the development of technology-enabled inbound lead capture capabilities that have been integrated with the firm's website, digital thought leadership vehicles and social media platforms.

Mr. Bush concluded, "Our vision for growth is also a vision for how all Super-OSJ groups can remain relevant and successful in an industry landscape that demands a deeper level of engagement among advisors with their clients than ever before.  We are in profound agreement with Cetera's vision of a financial advisory profession that is driven by high quality goal-based and plan-based advice, versus products or sales.  Super-OSJs can play a vital role in shaping an advice-based future for our industry, and we believe the steps we have taken position Horizon to do just that."