Turnkey Asset Management Program (TAMP) providers often prioritize scale over service, but USA Financial Exchange stands out by taking a distinctly different approach. The company has deliberately chosen depth over breadth, fostering intimate relationships with advisors who share their philosophy of comprehensive client care. The strategy has proven successful in attracting financial professionals who seek innovative solutions without sacrificing proven methodologies.
In an interview with The Wealth Advisor’s Scott Martin, Kevin Roskam, Senior Advisory Business Consultant at USA Financial Exchange, outlined how the firm’s integrated platform, technological flexibility, and advisor-centric culture create a unique value proposition in the TAMP marketplace.
A Culture of Deep Relationships
At a time when many financial services firms chase rapid growth and market share, USA Financial has deliberately chosen a different path. “We never sought to be a massive firm,” explains Roskam, who recently celebrated his 19th anniversary with USA Financial. “We’ve sought to go deep as opposed to going wide.”
The focus on depth extends to the firm’s advisor network, as Roskam notes: “We attract advisors that do the same thing. They really have a deep personal care for their clients, and it makes for a good fit.” The humanistic approach has created a self-reinforcing ecosystem where advisors who prioritize lasting client relationships naturally gravitate to a platform designed to support their practice philosophy.
A Comprehensive Solution Under One Roof
What sets USA Financial apart is its structure as five integrated companies operating under a single umbrella, which includes its TAMP platform, USA Financial Exchange, along with dedicated insurance and marketing arms, a broker-dealer, and an RIA.
“We think of ourselves as that one-stop shop for that independent financial advisor, where he can go to really have all of his needs serviced,” Roskam says. “You don’t come to us for investments and someone else for insurance and someone else to run your website. We’ve really brought that all under one roof.”
The integrated approach allows advisors to access everything they need through a single relationship while maintaining their independence. They can utilize the full suite of services or select specific components that complement their existing business model.
Platform Evolution and Flexibility
USA Financial Exchange has evolved to occupy a unique space in the TAMP marketplace. The platform was built with a clear vision: to offer long-term investment solutions while simplifying the advisor experience.
“When we built this TAMP, what we wanted to do was offer solutions for long-term investment success, but we wanted to make it simple enough for an advisor that they didn’t have to spend hours and hours and hours of sifting through the thousands of money managers out there and the hundreds of thousands of solutions that those managers offer,” Roskam explains.
The platform bridges the gap between overly simplified, cookie-cutter solutions and completely customizable but time-consuming approaches. Roskam emphasizes that his firm “really tailored this platform to make it easy to use, not just by pushing buttons and doing the things that other TAMPs can do but by controlling the money managers that have access to it.”
The flexibility extends to investment management capabilities. “We’ve got some of the premade stuff if that’s what you’d like. If you want to be the analyst, certainly you can be,” Roskam notes.
Advisors can maintain their own strategies alongside third-party managers in the same account, creating a truly integrated investment approach that serves both smaller practices needing turnkey solutions and sophisticated firms wanting more control.
Technology That Adapts to Advisor Needs
While many TAMPs tout their technology, USA Financial takes a pragmatic approach focused on usability and adaptability. The platform features open architecture that continuously evolves to meet advisor needs.
“The thing that we find, again, working with independent advisors all over the country, everybody runs their business a little differently,” Roskam explains. “So, one of the things that we felt was important to do is have the ability to make adjustments, to make changes, to add certain things and even maybe mask or hide things that aren’t relevant to a certain advisor or their clients.”
The customization extends to the platform’s interface, which can be modified based on individual advisor preferences. The company maintains a close working relationship with its technology team to implement changes when beneficial, ensuring the platform evolves with advisor needs while avoiding the common pitfall of forcing advisors to adapt to rigid systems.
A Culture of Continuous Improvement
USA Financial’s commitment to evolution and adaptability is perhaps most evident in its approach to platform development and advisor support. A standout feature is its summit events program, which brings together advisors from different regions to share best practices and create lasting professional relationships.
Roskam has loved this outreach “from the minute I started here. I thought it was amazing,” he says. “With independent financial advisors, typically in their town, they don’t have colleagues, they have competitors.” These summits have sparked ongoing connections, with advisors forming monthly peer groups that span the country.
What began as occasional meetings has evolved into sustained professional networks, where advisors from Seattle to Pennsylvania, Florida to Texas regularly collaborate and share insights—a rare opportunity for independent advisors who typically work in isolation.
“We found that that impacts their success in a way that is hard to imagine,” Roskam notes. “They now have a group of colleagues that they can work with and bounce ideas off of that you don’t get typically when you’re an independent financial advisor.” These cross-country relationships have created dynamic communities of practice that extend far beyond the initial summit meetings.
The Practitioner’s Perspective
What adds particular credibility to USA Financial’s offering is that Roskam himself maintains a client practice using the platform. The dual role as both a platform executive and practicing advisor provides unique insights into the tools’ practical applications.
“When it comes specifically not just to the TAMP but really everything we do, I do have the good fortune of having a book of business using our tools to service my clients,” he shares.
The practical experience informs his consultations with other advisors about platform capabilities and manager selection. “Based on how I use them for my own personal clients, I have a pretty good grasp of what may or may not to be appropriate for an individual advisor’s clients,” he explains.
The hands-on experience ensures that platform development and advisor support remain grounded in real-world applications and practical needs.
Looking Forward
USA Financial continues to evolve while maintaining its core focus on supporting advisor-client relationships. As Roskam summarizes, “What we’ve been developing here, and we’ll continue to develop here, is the ability for an advisor to meet a client where that client is and give them the opportunity to get to where they want to go.”
For financial advisors seeking a TAMP partner that combines comprehensive solutions with personalized service, USA Financial Exchange offers a compelling option. Their commitment to deep relationships, flexible technology, and continuous improvement suggests they will remain a significant player in the TAMP space for years to come.
_____________________
Additional Resources
