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Welcome to Equitable Advisors Great Lakes

Wherever you are in your journey, we’ll meet you there, with financial guidance or career opportunities tailored to meet your needs. Work with one of our financial professionals to help you achieve your wealth management, estate planning, or retirement goals. Or explore joining our firm and find the support you need to achieve long-term career success.

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Get to Know Equitable Advisors Great Lakes

We are more than a full-service wealth management firm. We are a community of industry-leading financial professionals, committed to helping people pursue their financial goals. As an individual or a business, you can expect to collaborate with one of our financial professionals, who will help you identify your goals, make sound financial decisions, and explore our wide range of financial products and services. For financial professionals looking to join our team, we offer supported independence, with the resources and tools you need to focus on your clients and scale your business the way you envision.

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Client Centered

Why work with a financial professional

We understand that wealth management is about more than just money. It’s about appreciating who you are and what you want in life. And while it can be challenging to put a plan together for the future, you don’t have to do it alone. Our financial professionals will work with you to design a comprehensive, personalized financial strategies that fits your goals today and your vision of tomorrow – in a true collaboration of our efforts. In the end, we’ll help you build a fulfilling future, your way.

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Client Centered

Equitable Advisors supports your financial practice

When you join Equitable Professionals, you’re in control but not alone. You bring your ambition, and we provide the support to help you achieve long-term success. Our supported independence model means you can focus on your clients and your business the way you envision. You get the resources of a leading national firm, supported by people in your local market, to help you build the practice you want.

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Core Business Principals




We have a passion for our business

We work to the highest standards

We are a trusted partner to our clients

We treat everyone with respect and dignity

We are stronger as a team




Our offices

Our Process

Troy, MI

201 West Big Beaver Road, Suite 300
Troy, MI 48084

Get Directions
Phone: (248) 641-1000
Fax: (248) 641-2788

Our History

Grand Rapids, MI

3501 Lake Eastbrook Boulevard, Suite 260
Grand Rapids, MI 49546

Get Directions
Phone: (616) 719-3174
Fax: (616) 942-2346

Our Values

Kalamazoo, MI

141 East Michigan Avenue, Suite 203
Kalamazoo, MI 49007

Get Directions
Phone: (269) 443-2234
Fax: (269) 443-2232

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1Fee-based, and non-fee based financial planning is offered by financial professionals who are investment advisor representatives of Equitable Advisors, LLC, a SEC-registered investment advisor.