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United Planners Financial Services: A Leader in Wealth Management

United Planners Financial Services (UP), an independent full-service investment advisor and broker-dealer, has solidified its reputation in the financial sector by being named a finalist in four categories for the prestigious 2026 Wealth Management Industry Awards, commonly referred to as the "Wealthies." This remarkable achievement underscores UP's ongoing commitment to independence, innovation, and advisor-centric excellence.

Multiple Recognition Categories

The firm's acknowledgment spans four key categories:
1. CEO of the Year: Michael A. Baker, President and CEO,
2. Enterprise Executive of the Year: Sheila Cuffari-Agasi, EVP, CRO, General Partner,
3. Institutional Chief Technology Officer of the Year: Aaron Spradlin, Vice President and Chief Technology Officer,
4. Digital Marketing Campaign of the Year: Independence Delivered Campaign.

These distinctions reflect UP’s dedication to excellence across various facets of its operations, including leadership, technology, and marketing.

CEO of the Year: Michael A. Baker

For the third year running, Michael A. Baker has been recognized as a finalist for CEO of the Year for firms with under 1,000 advisors. His leadership has been pivotal in steering the company through a period of unprecedented growth. Over the past 18 months, the firm has recorded its highest financial returns in 39 years, setting new records for revenue and profitability. Under his guidance, initiatives like IAconnect and CEO Connect have flourished, promoting collaboration and innovation within UP. Furthermore, Baker emphasizes employee development, ensuring the next generation of financial advisors is well-prepared for the industry’s challenges.

Enterprise Executive of the Year: Sheila Cuffari-Agasi

Sheila Cuffari-Agasi, serving as EVP and CRO, has made significant contributions to UP's advisor growth strategy and service model. Her experience of over 30 years in the financial services sector has been invaluable in reinforcing the advisor-centric ethos of the firm. Cuffari-Agasi played a critical role in welcoming 138 new advisors and establishing a new financial institutions division that successfully onboarded an extensive network of assets worth over $5 billion. Her work aligns closely with UP's values of efficiency, independence, and long-term collaboration.

Institutional Chief Technology Officer of the Year: Aaron Spradlin

Aaron Spradlin's expertise in technology and cybersecurity has positioned him as a finalist for Institutional Chief Technology Officer of the Year. His initiatives in advancing UP’s digital framework have dramatically improved operational efficiency—automating processes that reduced back-office workloads by over 60%. His work ensures that UP’s adaptation to AI technologies adheres to regulatory standards while also fostering a secure and productive environment for advisors.

Digital Marketing Campaign: Independence Delivered

For the third consecutive year, United Planners has been nominated for the Digital Marketing Campaign of the Year, showcasing the strength of its communications strategy. The Independence Delivered campaign effectively conveys the firm’s dedication to an advisor-owned culture and highlights its collaborative approach to supporting financial professionals. This recognition highlights UP’s consistent narrative and the impactful engagement it achieves within the industry.

Acknowledging Team Effort

Michael Baker expressed pride in the firm’s achievements, highlighting how these recognitions are testament to the team's hard work and dedication. He stated, "United Planners is truly honored to be recognized as a finalist in four Wealthies Award categories this year. This recognition reflects the dedication, innovation, and collaboration of our entire team."

Chief Marketing Officer Billy Oliverio echoed these sentiments, emphasizing the integral role of the firm’s culture centered around independence and support for advisors.

Industry Impact and Awards Ceremony

The Wealth Management Industry Awards, now entering their 12th year, spotlight key organizations and individuals that are setting standards for financial advice and wealth management. Judges evaluate entries based on their innovation and overall impact on improving the day-to-day operations of financial advisors. With over 1,300 nominations this year, the competition is fierce, with only a select group of 290 organizations achieving finalist status across various categories.

The winners will be announced at a gala event scheduled for September 10th in New York City, a highly anticipated occasion for industry stakeholders. As the sector continues to evolve, the significance of these awards only underscores the importance of the values that firms like United Planners uphold.

About United Planners Financial Services

Founded in 1987, United Planners is committed to maintaining its independence as an advisor-owned firm. With a dual-registered model as both an investment advisor and broker-dealer, UP serves financial professionals across the nation. The firm’s ethos revolves around providing solutions that empower advisors while ensuring they have the resources to deliver exceptional service to their clients.

United Planners looks forward to continuing its journey of excellence and remains dedicated to setting higher standards in the wealth management industry.