Quick Facts
Revenue, growth and (for ranks 1–15) rep and asset figures: Financial Planning IBD Elite 2026, self-reported by firms. Other figures as noted.
About United Planners Financial Services
United Planners is structured as a limited partnership and says it is not for sale. Qualifying representatives share in the firm's profits each year.
Services Offered
United Planners is an open-architecture broker-dealer and investment adviser offering brokerage, advisory, insurance, practice management and technology services, including its IAconnect platform.
Leadership
Michael A. Baker, President & CEO; Billy Oliverio, EVP & CMO; Chad Shindel, EVP & CFO; Sheila Cuffari-Agasi, EVP & Chief Revenue Officer.
United Planners Financial Services in the News
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Aug. 5, 2026
United Planners was named a finalist in four categories of the 2026 WealthManagement.com Industry Awards, including CEO of the Year for Michael Baker.
Source: PR Newswire -
March 3, 2026
The firm selected SurgeONE.ai to consolidate its compliance, cybersecurity and data operations onto one platform.
Source: CB Insights (PR Newswire)
Verify United Planners Financial Services on FINRA BrokerCheck
Before working with any advisor affiliated with United Planners Financial Services, review the firm's and the individual advisor's registration history and disclosures on FINRA BrokerCheck.