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About Us

Tech-based Solutions For Better Investment.


Infinity Financial Services is a financial technology company, a FINTECH Independent broker dealer dedicated to building a robust alternative investment platform for high net worth advisors. We provide tech-based solutions to financial advisors, so they can better serve their clients.

Bay Area based in Silicon Valley, with branch offices around the U.S., Infinity Financial’s advisor practice management services offers an array of asset management, brokerage, insurance, financial planning, benefit plans, insurance, and risk management services.

Our Mission

Our mission is to empower our financial advisors to develop thriving independent financial

services practices, using their brand or ours while meeting their compliance requirements.

Our Vision

To help enterprising independent financial advisors grow truly independent, successful practices, leveraging leading-edge technologies and firm support.

Our Values

Our President and CEO built his career in financial planning and wealth management by striving to do the right thing for clients and his financial advisors, and has built a firm with anunwavering value system:


We're open,  honest, and trustworthy with everyone who works with us.


We leverage our deep understanding of the marketplace, and advisor and client needs, to help them achieve the results they seek.


We deliver what we promise and aim for added value in all that we do.


We give proper attention and care to each task, staying focused and supporting our financial professionals and their clients' needs.


We do the right thing in all circumstances and honor moral, ethical, and professional values.


We seek to constantly improve our efforts, proactively use feedback, and achieve ever-improving outcomes.

Spend More Time Advising
and Less Time On Operations

As a financial professional, your partnership with Infinity Financial Services will put you back in front of your clients instead of drowning in your day-to-day business tasks. 

Ready to grow?


Book a completely confidential call with Gregory B. Gilbert, CFP(r), President and CEO of Infinity, to discuss the benefits of joining our firm.

Welcome From Our CEO

Since launching Infinity Financial Services in 2007, our vision has been to be the independent firm that passionate, growth-oriented financial advisors are excited to join in serving clients in the right way.

When you join Infinity, you may choose the RIA, hybrid RIA model, Indy broker dealer, retirement advisory as a platform 401K specialist, or the variable life insurance sales model you prefer. You may join Infinity directly, join one of our branches, or form your own independent branch.  For Registered Principals with a Series 24, develop a Super OSJ for recruiting registered reps into your practice.  Or register your FINRA series 7 license with our separate broker dealer and join our independent RIA and diversify your regulators as part of our west coast SEC RIA. The branding is up to you – either Infinity or your own branded DBA.


We offer open architecture, including a full array of asset management strategies and generous payouts for RIA compensation on our payout grid.

While we feel like a boutique, our powerful technology offering of the 8financial Platform, puts us on

par with the top broker dealers for independent financial advisors. It offers paperless processing integrated with the industry-leading Salesforce CRM system and functionality to charge your financial, estate, and trust-planning fees via credit card processing on this website. We believe working effectively from anywhere may be a distinct advantage to business growth in light of recent events.

I invite you to consider joining Infinity and am pleased to speak with you to explore your aspirations for your practice. Please reach out to me today by clicking here.

Warm regards,


Greg B. Gilbert, CFP®

President and CEO

Greg Gilbert is the President of Infinity Financial Services
Greg B. Gilbert

President, CEO, and CCO of

Infinity Financial Services

Greg founded Infinity Financial Services in 2007 to offer the breadth of services and congenial culture that he would prefer as an independent financial advisor.  Prior to starting Infinity, Greg was a registered principal and financial advisor for LPL Financial.


Before that, he was a senior financial advisor and Executive Club member in the Global Private Client Group at Merrill Lynch. Greg has over 20 years of broad and deep financial services experience.


Greg received his B.A. degree in speech communications from San Francisco State University.  He holds a Certified Financial PlannerTM (CFP®) designation and these FINRA registrations: Series 24, 7, 53, 4, and 66 licenses.


He also holds State of California life and disability insurance licenses (#30C65349). Greg maintains an affiliate Board Member position for the San Francisco Bay Area Council of Boy Scouts of America and a member for the Rotary Club of

Oakland, CA.

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