Following on from launching its dedicated retirement plan division, VestGen Wealth Partners has introduced a new service aimed at professional athletes whose earnings can spike and collapse in the span of a season.
The new offering, VestGen Athlete, aims to merge advisor-succession planning with the increasingly unpredictable financial needs of professional athletes, college players navigating the NIL boom, and former pros rebuilding after retirement.
Through a strategic partnership with the Athlete Collective, a sports marketing agency specializing in helping athletes build and monetize their platforms, the RIA is positioning the initiative as a response to the instability of modern sports careers, especially as younger athletes face large financial decisions far earlier than previous generations.
The program will be led by Cole Dow, a former football player and co-founder of Athlete Collective.
“Fewer than 2% of college athletes make it to the pros-and even for those who do, careers can be short,” Dow says. “That's why our focus is bigger than a season or even a contract.”
The firm says the offering goes beyond investment management, pulling in financial planning and family advisory support, and incorporating estate and tax work, insurance and risk management around personalized brand-building efforts. This combined approach is built to withstand inevitable disruptions such as injuries, performance swings or career pivots into entrepreneurship.
Josh Gerry, VestGen’s founder and CEO, pointed to the speed at which NIL money is reshaping athletes’ financial lives.
“NIL is creating sudden wealth and new risks overnight, while pros can see fortunes rise and fall just as fast,” he says. “That reality demands advisors who understand the nuance of the sports world. By pairing Cole's experience with VestGen's comprehensive planning platform, we're giving athletes a single, trusted team to build a brand, protect wealth, and create an enduring legacy."
READ: Dynasty’s Shirl Penney eyes sports investing as RIA capital meets the big leagues
Jeff DeHaan explains how strategic Roth conversions can safeguard your heirs and spouse from future tax burdens. Drawing on real-life examples and recent tax law changes, DeHaan explores how proactive planning can turn short-term tax costs into long-term family savings, ensuring more of your legacy stays with your loved ones.
Priority Financial Group, with an RIA of $3.1 billion in assets, is moving its broker-dealer operations to United Planners' Financial Services of America, an advisor-owned firm.
The advisor, formerly with DA Davidson, also repeatedly failed to tell his employers about outside securities accounts he maintained at another Finra member firm.
From C-level leaders to founders and elite advisors, this year's hot list winners are successfully navigating turbulence and waves of change shaping the wealth industry.
Creative Planning's subsidiary United Capital has also landed a $4 billion planning firm, while a $1 billion-plus firm joins LA-headquartered Lido Advisors in the East Coast.
Advisors are competing with low-cost ETF bundles and under pressure to show value, but BNK Invest believes it has the ideal solution to capitalize on an under appreciated security.
Financial advisors face increasing pressure to deliver differentiated results. Once misunderstood, quantitative investing is now widely accepted as a powerful tool for enhancing portfolio diversification and alpha generation.
Get unlimited access to InvestmentNews
Copyright © 2025 KM Business Information US, Inc.
Use of editorial content without permission is strictly prohibited. All rights reserved
VestGen targets the sports world with new wealth platform for athletes – InvestmentNews
Related articles
