Press Release

JULY Acquires Employee Incentive Plans, Inc., Expanding National Reach and Deepening Retirement Plan Capabilities

Issued by JULY Business Services

June 17, 2025

Waco, TX -- July Business Services, LLC (“JULY”), a leading national provider of 401(k) plan services for small to mid-sized employers, is pleased to announce the acquisition of Employee Incentive Plans, Inc. (“EIP”), marking JULY’s seventh successful acquisition in the past two years. This transaction, effective May 30, 2025, is a key milestone in JULY’s strategy to accelerate growth through culturally aligned acquisitions that bring top-tier talent and innovative capabilities to its expanding platform.

Founded more than three decades ago, JULY has evolved into a tech-enabled retirement services provider, backed by an in-house software development team that has built a suite of proprietary tools designed to simplify plan administration and elevate the participant experience.

EIP, with its strong reputation for high-quality service and expert staff, aligns deeply with JULY’s service philosophy. Both firms share a client-centric approach built on personal attention, experience, and a commitment to operational excellence.

John Humphrey, CEO of JULY, shared:

“EIP is an outstanding cultural and strategic fit for JULY. Their seasoned team brings deep industry expertise and a passion for service that mirrors our own. Together, we’re not only expanding our footprint—we’re combining forces to deliver even greater value to our clients, advisors, and partners.”

The acquisition also includes the merger of AtlasMark Financial, Inc.’s (AFI) retirement plan advisory practice with Expand Financial, LLC (EXPAND), a wholly owned subsidiary of JULY. EXPAND operates as an investment fiduciary partner, offering plan sponsors expert management of retirement plan investment lineups. EXPAND’s model, grounded in ERISA fiduciary standards, supports advisors with competitive tools and a scalable service platform designed to fuel growth.

“Merging with AFI’s advisory practice strengthens our mission to deliver fiduciary-driven investment management and scalable support that empowers advisors to grow with confidence,” said Greg Bakke, CEO of EXPAND.

Erik Anderson, President of EIP, commented:

“Joining JULY unlocks powerful new capabilities for our clients. JULY’s technology and reporting tools are best-in-class, and their deep bench of professionals ensures our clients receive the high-touch, expert service they’ve come to expect—now backed by expanded resources and specialized teams.”

Harris Baltch, Co-Head of Investment Banking at Dynasty Financial Partners, said:

“JULY truly puts culture and its clients first and this transaction is a perfect example of how they have been able to execute and scale so strategically. Our team was honored to advise EIP and AFI and are thrilled about their new partnership with JULY and its management team.”

Dynasty Investment Bank served as exclusive financial advisor to Employee Incentive Plans and AtlasMark Financial on this transaction. Kupfer, PLLC served as legal advisor to Employee Incentive Plans and AtlasMark Financial and Wintead PC served as legal advisor to July Financial Services, LLC.

With the addition of EIP and AFI’s advisory business, JULY now proudly serves over 10,000 retirement plans representing $18 billion in assets under administration.

For more information, visit www.julyservices.com.

• About JULY

JULY offers a comprehensive suite of modern retirement plan solutions, with a focus on making workplace plans accessible to millions of small businesses. Leveraging proprietary technology solutions, JULY simplifies and automates all aspects of retirement plan setup and operation. Additionally, the company’s high-touch service model ensures a superior experience for employers, employees, and financial advisors. Presently, JULY serves more than 10,000 401(k), cash balance, defined benefit, and other retirement plans across the United States. The company also provides expert white label, co-branded, and back-office support for other organizations. Please visit us at www.julyservices.com and www.julypartnersolutions.com to learn more.

• About EXPAND

EXPAND Financial is a modern financial services platform dedicated to empowering independent advisors and firms to grow smarter and faster. By combining deep industry expertise with purpose-built technology, EXPAND streamlines operations, enhances client experiences, and delivers strategic support across compliance, business development, and practice management. With a commitment to elevating advisor success, EXPAND provides the tools and partnership needed to scale with confidence. Learn more at www.expandfinancial.com.

• About Dynasty Investment Bank

Dynasty Investment Bank is a leading investment bank dedicated to serving the asset and wealth management industry and is provided through Dynasty Securities, LLC, a broker-dealer, member FINRA/SIPC. Our firm specializes in buy-and sell-side M&A, succession planning strategies, strategic advisory services, valuations, and providing flexible capital solutions to help firms achieve their strategic objectives. As an affiliate of Dynasty Financial Partners, a premier wealth management technology middle and back-office service provider to over $100 billion in assets under administration across the US, our investment banking team leverages the synthetic scale to provide our clients with unique market perspectives and deliver high quality execution.

• About Dynasty Financial Partners

Dynasty is a provider of technology-enabled wealth management solutions and business services for financial advisory firms primarily focused on serving high-net-worth and ultra-high-net-worth clients. Dynasty provides access to a comprehensive platform of software and technology tools, business services, and holistic investment management capabilities through an open-architecture platform, delivered via a suite of proprietary and third-party technologies. Dynasty’s technology, tools, and services provide advisory firms the supported independence to launch their business, scale their operations and grow their firms – organically and inorganically – while allowing them to be more focused on and better equipped to serve their clients.

For more than a decade, Dynasty has championed the benefits of independent wealth management for high-net-worth and ultra-high-net-worth clients and has contributed to the movement of assets from traditional brokerage channels to independent channels of wealth management. As Dynasty is becoming a recognized industry leader, the company differentiates itself through a deep understanding of and strong relationship with its clients, a comprehensive offering of services and technology-enabled solutions, the ability to leverage its size and scale to invest in continuously enhancing its offering, the flexibility, and seamlessness afforded by a modular technology solution, its entrepreneurial culture, and experienced and committed management team.

Editor's note: This press release has been issued by the company named above, not BenefitsLink. Reliance on information in this press release might be prudent only after an independent review of its accuracy, completeness, efficacy, and timeliness. Reference to any specific commercial product, process, or service by trade name, trademark, service mark, manufacturer, or otherwise does not constitute or imply endorsement, recommendation, or favoring by BenefitsLink.