LPL Financial Joins the PGA. Here’s What That Means for You.

LPL Financial — the firm that serves as the broker-dealer and custodian for my practice — just announced a multi-year partnership with the PGA of America. Starting in 2027, LPL will be the official wealth management and investment advisory partner of the PGA Championship, the KPMG Women’s PGA Championship, and the Senior PGA Championship.

I’m proud to share this news. And it gives me a good excuse to tell you a few things about LPL Financial that most people don’t know — because LPL has spent decades quietly powering the practices of independent advisors instead of building a household name for itself.

That’s changing now. Here’s the full picture.

What Is LPL Financial?

LPL Financial is one of the largest wealth management firms in the United States. Most people haven’t heard the name — and that’s by design. More on that in a moment.

Here’s what LPL’s own public filings tell us about the firm’s scale:

LPL Financial Holdings Inc. is publicly traded on the Nasdaq under the ticker LPLA. It is registered with and regulated by FINRA and the SEC.

In plain terms: LPL is the infrastructure behind thousands of independent financial advisory practices, including mine.

Why Haven’t You Heard Much About LPL Before?

LPL has intentionally operated behind the scenes. Instead of building a consumer brand, the firm focused on building tools, technology, and compliance infrastructure that helps advisors like me run better practices.

That model is called the advisor-mediated marketplace. LPL doesn’t market directly to investors — it supports the advisors who do. The firm provides custody, clearing, research, technology, and compliance resources. Advisors own their client relationships and run their own businesses.

The result: LPL’s 32,000+ advisors are free to build their own brands, serve their own communities, and market how they see fit. My practice — Lyons Resources — is mine. LPL handles the back office.

This approach has worked. LPL is among the fastest-growing wealth management firms in the U.S. But most clients of LPL-affiliated advisors know their advisor’s name before they know LPL’s. That’s the point.

The PGA of America partnership is LPL’s first major consumer-facing sponsorship. It’s a signal that the firm is ready to become a household name — and that matters for every advisor in the network, including me.

What Is the PGA of America Partnership?

On June 3, 2026, LPL Financial and the PGA of America announced a four-year partnership that begins in 2027. LPL becomes the official wealth management and investment advisory partner of the PGA of America’s major championships.

The partnership includes national broadcast presence on CBS and ESPN during the PGA Championship. Specifically, LPL will present limited commercial-interruption hours — a premium format that reduces ads for fans during key moments of the tournament. LPL will also appear in streaming coverage on CBS Sports and ESPN+, and across the KPMG Women’s PGA Championship and Senior PGA Championship.

LPL’s CEO, Rich Steinmeier, put it well when the announcement was made:

That framing reflects exactly how I approach my work with clients in Jupiter and across the Treasure Coast. This isn’t a flashy endorsement deal. It’s a values alignment.

What Is PGA HOPE, and Why Does It Matter?

PGA HOPE stands for Helping Our Patriots Everywhere. It is a program run by the PGA of America that uses the game of golf to serve veterans, active duty military, reservists, and National Guard members.

LPL’s partnership includes direct support for PGA HOPE — sponsoring off-course programming during PGA HOPE National Golf & Wellness Week and partnering with the annual PGA HOPE Secretary’s Cup. The partnership also provides free daily grounds access at the PGA Championship for active duty military, retirees, veterans, reservists, National Guard members, and a guest.

This part of the partnership matters to me personally. Northern Palm Beach County and the Treasure Coast have a strong military community. I’m proud to be affiliated with a firm that backs this program at a national level.

What Does This Mean for You as a Client or Prospective Client?

First, it matters who your advisor’s firm is. When you work with a financial advisor, you’re also putting your faith in the custodian holding your assets. LPL Financial custodies approximately $2.3 trillion in client assets. It is regulated by FINRA and the SEC. You can verify any LPL-affiliated advisor’s credentials and history at no cost through FINRA BrokerCheck.

Second, the PGA partnership gives you a benchmark. LPL Financial doesn’t make a national stage commitment like this without the institutional standing to back it up. This is the firm’s first major sports sponsorship. It reflects where LPL is headed — and by extension, the resources available to the advisors in LPL’s network.

Third, nothing changes in your relationship with me. Lyons Resources remains an independent practice. I am still your advisor. I still answer your calls, review your plan, and sit across the table from you when it matters. The partnership is a back-office story — a story about the strength of the firm behind the firm you work with.

If you’ve been thinking about whether now is a good time to review your financial plan, or whether you’re working with the right advisor, I’d be glad to talk through either question.

Frequently Asked Questions

Sources

1. LPL Financial / PGA of America. “PGA of America and LPL Financial Announce Multi-Year Partnership.” lpl.com. June 3, 2026.
2. FINRA. “BrokerCheck — Verify your financial professional.” brokercheck.finra.org. Accessed June 2026.
3. SEC. “Investment Adviser Public Disclosure.” adviserinfo.sec.gov. Accessed June 2026.

About the Author

Tim Lyons

Tim Lyons is a financial advisor and the founder of Lyons Resources, an independent practice based in Jupiter, Florida. He works with families, retirees, small business owners, and surviving spouses across Northern Palm Beach County and the Treasure Coast — helping them pursue financial confidence through personalized planning, retirement income strategies, and tax-aware investing.

Tim is affiliated with LPL Financial, one of the nation’s largest independent broker-dealers. He holds the Series 7 and Series 66 securities registrations and is licensed for life, health, and annuity products in Florida.

Connect: Schedule a call  ·  561-331-6226  ·  [email protected]  ·  Verify on BrokerCheck