Analysis of Guided Wealth Portfolios Distribution & AUM

The report provides a comprehensive analysis of the Guided Wealth Portfolios (GWP) program sponsored by LPL Financial. It focuses on the program’s architecture, client sourcing ecosystem, and estimates of assets under management (AUM). GWP is a centrally managed, algorithm-driven advisory program, primarily distributed through LPL’s extensive network of over 28,000 financial advisors and 1,100-1,200 institutional partners. The report highlights that client acquisition is largely advisor-mediated rather than direct-to-consumer, with GuidedWealth.com being one of several portals. The estimated AUM attributable to InVestra, a notable portal, ranges from $535 million to $696 million, representing a small portion of GWP’s total AUM. Ultimately, the document underscores the advisor-institution model’s dominance in GWP’s growth and the limited role of individual web portals in client acquisition.