Mariner Strengthens West Coast Advisory Network via Defined Financial Planning Buy

Mariner Wealth Advisors, a national advisory powerhouse, has added Defined Financial Planning, a boutique RIA based in San Rafael, California. This transaction deepens Mariner’s footprint on the West Coast, while reinforcing its commitment to integrated, planning-led wealth management and long-term partnerships.

Deal Summary

• Acquirer: Mariner Wealth Advisors (Overland Park, Kansas), a large national financial services firm.
• Target: Defined Financial Planning, a California-based RIA founded in 2020 and led by Sam Gaeta, CFP.
• Assets Under Advisement: Roughly $164 million, as of the latest closing.
• Service Model: Defined Financial Planning has built its business around a structured seven-part planning process tailored to client values, offering both foundational and advanced planning tiers.
• Team: Alongside Gaeta, the firm includes Brianna Hasbrook and Natasha Williamson; all will continue under Mariner.
• Strategic Rationale: Mariner sees alignment in Defined’s planning-first philosophy, client-centric culture, and disciplined growth.
• Transaction Timing: The deal closed on October 31, 2025, with Defined’s office rebranded as Mariner.
• Office Impact: Mariner now has its 22nd office in California, and Defined’s San Rafael office becomes part of Mariner’s broader national footprint - which now encompasses 136 offices.

Industry Context

The RIA industry continues to fragment while consolidators move aggressively to capture scale and specialized talent. Mariner’s acquisition of Defined Financial Planning fits a clear sector trend - adding advisory firms that are deeply rooted in planning, rather than purely asset-focused players. By integrating a planning-first business, Mariner is enhancing its advisory mix, catering to clients with significant planning needs, and building out a cross-regional presence in a competitive West Coast market.

This deal also reflects a broader shift: as wealth firms grow, the value placed on holistic planning, liquidity management, and tailored advice increases. Buyers like Mariner are not just accumulating AUA - they are acquiring differentiated advisory models that deliver long-term yields through client trust and recurring planning relationships.

Lower-Middle-Market Roll-Up Perspective

From a roll-up strategy standpoint, Mariner’s move underscores a few important playbook elements:

1. Strategic Footprint Expansion: This deal marks a deliberate geographic expansion into Northern California, strengthening Mariner’s presence in an attractive, wealth-rich region.
2. Cultural and Philosophical Fit: Mariner targeted a business whose planning-centric culture and value-based advice closely align with its own ethos.
3. Talent Retention: By bringing the entire Defined team into Mariner, the firm ensures continuity and maintains client relationships.
4. Capability Amplification: Defined’s layered planning model compounds Mariner’s advisory capabilities, particularly for clients with complex financial lives.
5. Scale-Driven Growth: The acquisition supports Mariner’s broader growth strategy, which balances organic expansion with strategic M&A to scale both services and geographic reach.

Why This Sector Is Attractive for Roll-Ups

• Increasing Demand for Planning: High-net-worth and mass-affluent clients are prioritizing holistic advice, particularly in retirement, estate, and liquidity planning.
• Recurring, Sticky Revenue: Financial planning engagements often produce long-term, recurring advisory fees, which are attractive for scaling RIAs.
• Geographic Diversification: Expanding into key regions like the San Francisco Bay Area helps platforms tap into established wealth centers.
• Succession and Scale Synergies: Smaller RIAs benefit from merging with larger platforms that provide infrastructure, compliance, and brand strength.
• Consolidation Momentum: As PE-style funding and strategic buyers continue fueling roll-ups, firms with differentiated planning models are compelling targets.

Conclusion

Mariner’s acquisition of Defined Financial Planning is a smart, value-aligned move that deepens its West Coast presence while bolstering its planning-first advisory capabilities. This deal highlights Mariner’s dual focus: build out assets under advisement and enhance service sophistication by integrating boutique RIAs with strong client relationships and planning expertise.

For RIA founders, the transaction underlines that platforms like Mariner can offer growth capital, operational leverage, and continuity without diluting their client-first identity. For investors, it reinforces a compelling thesis: integrated, planning-led RIAs continue to be high-value targets in an M&A environment driven by scale, culture, and long-term advisory value.