Ameritas Expands Business Support for Financial Experts
The Lincoln-based firm is enhancing resources and educational programs for its nationwide network of financial professionals.
Updated on Oct. 20, 2026 in Financial Planning
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Lincoln-based Ameritas is scaling its recruiting and business development operations to better support its network of financial advisors. The company provides integrated investment and protection resources through its subsidiary entities.
Why it matters
Financial professionals are increasingly seeking integrated service models that allow them to address both investment and protection needs for their clients under one umbrella. This expansion aims to capture market share by providing more robust technology and thought leadership to those practitioners.
Ameritas currently supports more than 550 financial professionals across the country. Its broker-dealer divisions were recently ranked among the top 20 independent firms in the 2026 Financial Planning IBD Elite survey.
The players
Ameritas
This Lincoln-based financial services company provides insurance, employee benefits, and investment products to clients nationwide.
Ameritas Investment Company, LLC
This subsidiary operates as a brokerage and investment firm providing technical and business resources to independent financial professionals.
Ameritas Advisory Services, LLC
This entity provides advisory-based financial services and professional support within the broader Ameritas corporate structure.
The details
The growth strategy centers on bolstering the capabilities offered via Ameritas Investment Company, LLC and Ameritas Advisory Services, LLC. By emphasizing industry partnerships and professional education, the firm intends to improve the integrated support available to its affiliated financial experts.
Timeline
December 31, 2025: The company recorded $22.2 billion in customer assets.
October 19, 2026: Ameritas announced the expansion of its growth strategy.
Market Dynamics
The firm’s move to bolster its advisor network follows the growth trends identified in the 2026 Financial Planning IBD Elite survey. This shift reflects the broader trend of independent broker-dealers scaling their tech and support services to maintain competitive parity.
Clients working with affiliated advisors may gain access to a broader suite of integrated protection and investment tools. These internal service enhancements are designed to assist advisors in managing portfolios more effectively.
The takeaway
Financial professionals who leverage institutional support platforms can often provide more comprehensive service to their clients. Independent advisors should evaluate whether their brokerage partnerships offer the necessary technology to scale their specific business models.
Further reading
For more information on industry best practices, visit the Financial Planning section.
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Would you prefer a specialized firm or a large institution to support your financial planning business?
