Facet

What Facet does

Facet Wealth, Inc. is a US-based, SEC-registered investment adviser founded in 2016 that delivers flat-fee, subscription-based financial planning and wealth management services to individual consumers through a three-tier membership model — Core ($2,600/year), Plus ($4,300/year), and Complete ($8,700/year). The platform serves over 24,000 members across the United States, spanning mass-affluent through high-net-worth individuals, pre-retirees, and retirees, with service coverage extending beyond retirement into taxes, estate planning, insurance, education savings, family planning, career/benefits, and equity compensation planning. Distribution is exclusively direct-to-consumer and virtual-first, with no physical client-acquisition footprint; sales and advisory delivery occur through app.facet.com, secure messaging, and virtual meetings with certified financial planner (CFP) professionals.

The technology stack is anchored in evidence-based investing built on Nobel Prize-winning academic research (Harry Markowitz's portfolio theory, Eugene Fama's market efficiency, Richard Thaler's behavioral finance), implemented through ETF-based portfolios with tax-loss harvesting, automated portfolio rebalancing, and an average ETF expense ratio of 0.08%. Proprietary tools include Path Explorer (an interactive planning tool letting members model how different financial choices affect goals) and Direct Indexing (an individual-stock implementation of the Russell 1000 with customization by sector, stock, and ESG criteria, typically reserved for ultra-high-net-worth investors). The platform is integrated with three core partners: April Tax Solutions (integrated tax filing), Wealth.com (estate-planning legal documents), and PolicyGenius (insurance referral). The CIO is Tom Graff, CFA.

Facet monetizes entirely through recurring annual membership subscriptions billed annually or quarterly (not AUM-based fees), plus tax-preparation services delivered through the April partnership. Per CEO commentary, 2025 revenue surged to approximately $8 million from $800,000 the prior year — a roughly 10x year-over-year increase — following a 2024 retrenchment and pivot from a small-account acquisition model to a workplace financial planning service launched in September 2024. AUM is reported at over $6 billion as of January 22, 2026, up from $350 million previously, and the company was backed by a $25 million Series B led by Warburg Pincus in 2025 (oversubscribed from a $20 million target).

Name

Facet

Legal name

Facet Wealth, Inc.

Website

https://facet.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Facet Wealth is a US-based, SEC-registered investment adviser offering flat-fee subscription financial planning and wealth management to 24,000+ individual consumers across life stages, delivered virtually by CFP professionals across three membership tiers.

Ownership category

akta.pro rank

Product category

Financial Advisory and Wealth Management

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Billing, Payments & Premium Finance Platforms (FSAGAGAI)

Keywords

• Flat-fee financial planning
• Wealth management services
• Investment advisory
• Retirement planning
• Tax-loss harvesting

Headquarters

HQ city

Baltimore

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Flat-Fee Membership Subscriptions: Three-tier annual subscription model (Core, Plus, Complete) charged at flat rates regardless of assets under management. Revenue is subscription-based and recurring. Includes investment management at no additional cost. Members can pay annually or quarterly.
2. Tax Filing Services: Integrated tax preparation and filing through partnership with April Tax Solutions. Online filing with expert review included in Plus tier; full-service professional filing included in Complete tier with Maximum Refund and Accuracy Guarantees.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Facet sells flat-fee annual membership subscriptions that give individual consumers access to CFP-credentialed fiduciary financial planners, personalized financial roadmaps, and ETF-based investment management. Memberships are sold in three tiers (Core, Plus, Complete) and bundle investment management, tax-loss harvesting, tax filing, estate planning, retirement, education, equity compensation, and insurance planning around a virtual-first delivery model.

Product overview

Facet is a financial planning and wealth management company offering flat-fee membership-based financial planning services through three tiers: Core ($2,600/year), Plus ($4,300/year), and Complete ($8,700/year). The Core membership provides foundational financial planning, investment management with ETFs, tax-savings strategies, and access to CFP professionals. The Plus tier adds equity compensation planning, employer stock guidance, Alternative Income investing, and online tax filing with expert review. The Complete tier includes a dedicated CFP professional, Direct Indexing for advanced tax-loss harvesting, full-service tax filing by certified professionals, and estate planning through wealth.com partnership. Investment management uses Nobel Prize-winning research-based ETF portfolios with tax-loss harvesting, while specialized strategies include Direct Indexing, Alternative Income (private markets), ESG investing, and Retirement Portfolio options.

Differentiator

Problem solved

Functional benefit

Products and services

• Facet Financial Planning Membership Annual flat-fee membership subscription providing access to CFP-credentialed fiduciary financial planners, personalized financial roadmaps, unlimited messaging, virtual planning meetings, and investment management. Sold in Core ($2,600/year), Plus ($4,300/year), and Complete ($8,700/year) tiers; promotional pricing currently runs $2,250, $3,750, and $7,900 respectively. Targeted at US individual consumers and couples with no asset minimums.
• Investment Management ETF-based portfolio management built on Nobel Prize-winning research (Markowitz, Fama, Thaler), including automatic tax-loss harvesting, portfolio monitoring, and rebalancing. Included in all Facet membership tiers for individual consumers at no additional cost.
• Tax Planning & Filing Tax planning strategies and filing services delivered through the April Tax Solutions partnership. Online filing with expert review is included in the Plus tier, while full-service certified tax professional filing with Maximum Refund and Accuracy Guarantees is included in the Complete tier. Available to Facet members.
• Estate Planning Estate planning services delivered through the wealth.com platform, providing Complete-tier members with state-specific legal documents including revocable trust, pour-over will, financial power of attorney, healthcare directive, and guardianship nomination, plus unlimited updates. Targeted at US individuals and couples needing legacy planning.
• Insurance Planning Insurance recommendations and coverage gap analysis across health, disability, life, and property/casualty lines, executed through the PolicyGenius marketplace. Available to Facet members across tiers with objective, commission-free advice.
• Direct Indexing Advanced tax-loss harvesting strategy available to Complete-tier members that holds individual stocks matching the Russell 1000 Index, with customization by stocks, sectors, and ESG criteria. Positioned as an institutional-grade capability typically reserved for ultra-high-net-worth clients.
• Alternative Income Private-market investment strategy offering access to loans and real estate holdings in apartments and warehouses, accessible only through registered advisors. Available to Plus and Complete Facet members for portfolio diversification.
• Short-Term Strategy Short-term bond fund investment option with a $250 minimum, no lock-up period, 3.92% portfolio yield, and 1.6-year average maturity, available to Facet members seeking a conservative cash-management alternative.
• ESG Investing Portfolios Socially conscious portfolio option excluding fossil fuels, tobacco, and civilian firearms, featuring a 67% lower carbon footprint than the market, with faith-based investing alternatives available to Facet members.

Quantifiable outcome

• Members achieved value greater than their planning fee based on May 2024 study including retirement tax savings, portfolio expenses, debt refinance, tax loss harvesting, and insurance premium savings
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• April Tax SolutionscoreTechnology or IntegrationIRS-authorized e-file provider powering Facet's integrated tax filing experience. Delivers Maximum Refund and Accuracy Guarantees for Complete members. Filing integrated into Facet dashboard for seamless experience. Certified tax professionals prepare and file returns.
• Wealth.comcoreTechnology or IntegrationOnline estate planning platform providing Complete members with state-specific legal documents including revocable trust, pour-over will, financial power of attorney, healthcare directive, and guardianship nomination. Unlimited updates for $150/year; automatically renewed for Complete members.
• PolicyGeniusminorChannel Partner/ Reseller/ DistributorInsurance marketplace partner providing Facet members access to insurance solutions. Facet does not sell insurance directly, receive fees or compensation from PolicyGenius or insurance carriers. Members choose whether to implement insurance advice.

Scale indicators6 records

Expansion highlights6 records

Direct peers

• Wealthfront: Direct-to-consumer digital wealth manager with automated portfolio management and financial planning tools. Competes for the same flat-fee-conscious, tech-savvy mass-affluent segment that Facet targets.
• Betterment: Direct competitor in digital wealth management offering automated investing plus access to CFP professionals. Betterment Premium is its higher-tier human-advice product, directly comparable to Facet's Complete tier.
• Ellevest: Flat-fee subscription financial planning and investment platform targeting women and mass-affluent clients. Closely aligned with Facet's tiered membership model and integrated planning approach.
• Empower (Personal Capital): Acquired Personal Capital for ~$1B and now offers hybrid digital-plus-human advisory services with flat-fee elements. Targets mass-affluent and HNW investors with similar integrated planning tools, making it one of Facet's most direct competitive analogues.
• Retirable: Retirement-focused flat-fee advisory that earned 5.0 (tied highest) in WSJ Buy Side's retiree category alongside Facet. Competes head-to-head for pre-retiree and retiree flat-fee planning demand.

Broad incumbents

• Aspiriant: Fee-only RIA evaluated alongside Facet in WSJ Buy Side retiree rankings. Comparable in offering integrated financial planning and investment management, though operating at smaller scale than the largest incumbents.
• Allworth Financial: Flat-fee financial advisory firm rated 3.5 in WSJ Buy Side flat-fee category (vs Facet's 5.0). A broader incumbent that competes in the same flat-fee space as Facet with a wider service portfolio.
• Beacon Pointe Advisors: Large multi-family office and RIA rated 4.0 in WSJ Buy Side flat-fee category. Operates broadly in wealth advisory with overlapping capabilities to Facet's flat-fee planning model.
• Creative Planning: Large, established fee-only RIA with similar flat-fee positioning. Significantly larger in scale and broader in service scope, but competes directly with Facet for comprehensive wealth management clients.
• Mariner Wealth Advisors: Large national RIA with comprehensive wealth management services. Competes for mass-affluent and HNW clients with similar planning-and-investing bundling, though at greater scale and broader scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/joinfacet
• Xx.com/join_facet
• Facebookfacebook.com/facetwealth

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds6 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Facet