Top Wealth + Best-in-State + Barron's 100 · rank 1 · Newton, Massachusetts · listed firm: Kaplan Financial Services
Identity & firm
- Firm — Kaplan Financial Services (high)
- “Susan Kaplan started Kaplan Financial in 1993 in Newton, Massachusetts, committed to the highest level of true financial planning.” — firm_official
- Parent company — LPL Financial (high)
- “"firmName": "LPL FINANCIAL LLC", "iaOnly": "N", "registrationBeginDate": "10/18/1991", "firmBCScope": "ACTIVE", "firmIAScope": "ACTIVE"” — sec_finra_regulatory
- “Securities and Advisory services offered through LPL Financial. A registered investment advisor. Member FINRA & SIPC.” — firm_official
- Firm type — ibd_rep (high)
- “"firmName": "LPL FINANCIAL LLC", "bdSECNumber": "17668", "iaSECNumber": "10970", "iaSECNumberType": "801"” — sec_finra_regulatory
- “The LPL Financial registered representative(s) associated with this website may discuss and/or transact business only with residents of the states in which they are properly registered or licensed.” — firm_official
- Team name — Kaplan Financial Services (high)
- “Kaplan Financial Services has been helping people plan for—and protect—the resources needed to fund their future for generations.” — firm_official
- Team size — 13 (high)
- “Our dedicated team drives our culture and investing success.” — firm_official
- CRD — 2181100 (high)
- “"individualId": 2181100, "firstName": "SUSAN", "middleName": "CAROL", "lastName": "KAPLAN", "bcScope": "Active", "iaScope": "Active", "daysInIndustryCalculatedDate": "10/17/1991"” — sec_finra_regulatory
- Years experience — 34 (high)
- “"daysInIndustryCalculatedDate": "10/17/1991"” — sec_finra_regulatory
- “Industry experience: 30+ years” — firm_official
- Designations — CFP, other:MBA (Finance, Boston University, 1985) (high)
- “Susan Kaplan, CFP®, MBA – President” — firm_official
- “University in 1985. She was President and Chairman of the Board for the Institute of Certified Financial Planners in Boston for four consecutive years.” — firm_official
Book of business
- Team AUM ($M) — 3300 (high)
- “"Team Assets (Custodied)":"$3.3B"” — forbes_shook
- “Barron’s Hall of Fame advisor Susan Kaplan reveals her keys to building a $3.3 billion business, why young advisors might want to join a big Wall Street firm, and how she learned to stop worrying and love hybrid work.” — firm_official
- Account minimum ($M) — 2 (high)
- “"Minimum account size for new business":"$2M"” — forbes_shook
- Typical client net worth ($M) — 30 (high)
- “"typical_net_worth_mil":30,"client_types":"High Net Worth, Ultrahigh Net Worth"” — professional_press
- Client niche — multigenerational Boston-area families and business leaders (medium)
- “Our practice spans a full complement of services and has been leveraged by an uncommonly broad range of people—from storied Boston business leaders and their families to millions of listeners touched by broadcasts from o” — firm_official
- Custodians — gap: not_applicable
- Fee model — fee_plus_commission (medium)
- “"firmName": "LPL FINANCIAL LLC", "iaOnly": "N"” — sec_finra_regulatory
- “Securities and Advisory services offered through LPL Financial. A registered investment advisor. Member FINRA & SIPC.” — firm_official
Positioning & marketing
- Website url — https://kaplan-financial.com/ (high)
- “Kaplan Financial - Comprehensive Financial Planning” — firm_official
- Value proposition (verbatim) — A Highly Personal Approach to Comprehensive Financial Planning — Building & Safeguarding Prosperity One Conversation at a Time. We are distinguished by a commitment to demystify wealth management through straightforward conversations and proven, common-sense strategies. (high)
- “A Highly Personal Approach to Comprehensive Financial Planning Building & Safeguarding Prosperity One Conversation at a Time” — firm_official
- “We are distinguished by a commitment to demystify wealth management through straightforward conversations and proven, common-sense strategies.” — firm_official
- Differentiators — Demystifies wealth management through straightforward conversation, not jargon, Proven, common-sense strategies rather than complex products, Multigenerational continuity — serving families "for generations", founder-led since 1993 with son and original first hire still leading, Full-complement in-house practice: estate, tax, retirement, generational, risk and business planning under one roof, Founder's national broadcast and media profile as a trust signal (high)
- “Kaplan Financial Services has been helping people plan for—and protect—the resources needed to fund their future for generations. Our practice spans a full complement of services and has been leveraged by an uncommonly b” — firm_official
- “Her first hire was Ann DeCaprio and the two have led the firm from the beginning, with Susan as advisor, head of investments and asset management and Ann the head of operations and financial planning. Over time the firm ” — firm_official
- Content marketing — occasional (medium)
- “article | February 14, 2025 Barron’s Interview: Susan Kaplan” — firm_official
- Has podcast — no (medium)
- “She did Money Makeovers for the Boston Globe and co-hosted the radio broadcast The Money Show with Rick Shaffer.” — firm_official
- Books published — 0 (medium)
- “She has been featured in Louis Rukeyser’s Wall Street and Mutual Fund publications, as well as numerous other financial journals.” — firm_official
- Linkedin url — gap: not_found_after_search
- Social presence — none (medium)
- “Website Design by Jackrabbit Check the background of this investment professional” — firm_official
- Press awards — Barron's Top 100 Financial Advisors 2025 (rank 66 in 2026 edition), Barron's Hall of Fame advisor, Financial Times Top Financial Advisors 2020, Worth Magazine top financial advisors, Medical Economics top financial advisors (high)
- “Barron's Top 100 Financial Advisors 2025 is based on assets under management, revenue produced for the firm, regulatory record, quality of practice and philanthropic work.” — firm_official
- “Barron’s Hall of Fame advisor Susan Kaplan reveals her keys to building a $3.3 billion business, why young advisors might want to join a big Wall Street firm, and how she learned to stop worrying and love hybrid work.” — firm_official
Visual brand
- Has distinct logo — yes (high)
- Logo url — https://kaplan-financial.com/wp-content/themes/jrd-kaplan-financial/ui/svg/logo.svg (high)
- Visual brand notes — Restrained neutral palette, clean sans-serif type, SVG wordmark logo; single wide team-portrait photograph as the main imagery, plus a row of Barron's/Forbes/FT award badges used as the primary trust device. (medium)
