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Heartland Financial Services
Heartland Financial Services was founded by David A. Beaty, a Chartered Financial Consultant (ChFC) and Chartered Life Underwriter (CLU).
Heartland Financial Services
Heartland Financial Services was founded by David A. Beaty, a Chartered Financial Consultant (ChFC) and Chartered Life Underwriter (CLU). The firm operates as a registered investment advisor (RIA) licensed in Iowa, Illinois, and California. Beaty's background includes insurance and annuity sales, which shape the firm's approach. The firm concentrates on Social Security analysis, retirement income planning, asset preservation, tax minimization, and estate planning. It targets near-retirees and retirees, emphasizing performance and security over accumulation. Securities are offered through GWN Securities, Inc., a FINRA-member broker-dealer. The firm does not publicly disclose AUM or investment performance. Heartland maintains a three-person team: Beaty, senior agent Alan W. Gielau, and insurance services representative Brent D. Beaty. All are licensed to sell life insurance, annuities, and mutual funds in Iowa, Illinois, and California. The firm has no known additional offices, philanthropic structures, or affiliated vehicles beyond the RIA and the GWN Securities relationship. Heartland's structural differentiator lies in its narrow specialization: retirement-centric financial planning for a demographic slice — near-retirees and retirees — rather than broad wealth management. Its small team, limited geographic reach, and focus on insurance-linked products create a niche distinct from larger multi-family offices or asset managers.
General information
Firm type
RIA
Year founded
—
AUM
Undisclosed
Location
Region
North America
Country
United States
City
Cedar Falls
Corporate office
Cedar Falls, Iowa, United States
Principals
David A. Beaty
Investment Advisor Representative
Alan W. Gielau
Senior Agent
Brent D. Beaty
Insurance Services Representative
Sector focus
Frequently asked questions
Who runs investment decisions at Heartland Financial Services?
David A. Beaty, ChFC, CLU, LUTCF, serves as the Investment Advisor Representative and leads the firm. He works alongside senior agent Alan W. Gielau and insurance representative Brent D. Beaty.
How does Heartland source proprietary deal flow?
Heartland does not appear to source proprietary investment deals. The firm acts as a traditional RIA, offering financial planning and insurance products through GWN Securities. No direct investment or private equity activity was identified.
Is Heartland structured as a family office or does it operate more like a financial planning firm?
Heartland operates as a registered investment advisor (RIA) focused on retirement planning, not as a family office. It does not manage multi-generational wealth or operate direct investment vehicles.
Does Heartland participate in fund commitments or only direct deals?
Heartland does not participate in fund commitments or direct deals. Its activities are limited to financial planning, insurance sales, and the recommendation of mutual funds and annuities through GWN Securities.
What investment stages does Heartland typically target?
Heartland does not target investment stages. Its focus is on asset preservation and income generation for near-retirees and retirees, using insurance products, annuities, and mutual funds.
Which sectors does Heartland explicitly avoid?
Heartland does not disclose public sector restrictions, but its focus on low-risk, income-oriented products implies avoidance of high-growth, high-volatility sectors.
Where does the underlying wealth come from?
Heartland's wealth origin is not publicly tied to any single family or fortune. The firm serves individual retail clients, not a concentrated family wealth pool.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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