Leafplanner
Leafplanner is a Salt Lake City-based SaaS platform that helps high-net-worth families, family offices, and wealth advisors organize, map, and plan the succession of family wealth. It sells individual subscriptions ($4K-$10K/year) plus enterprise/firm editions to advisors and family offices.
- Company typePrivate
- Founded2021
- HeadquartersSalt Lake City, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Leafplanner does
Leafplanner is a Salt Lake City-based SaaS platform that helps high-net-worth and ultra-high-net-worth families, family offices, and wealth advisors organize, map, and plan the succession of family wealth. The platform centralizes information on entities, beneficiaries, assets, and estate structures, and provides a methodology-driven workflow that turns scattered family wealth data into a structured succession plan. It is positioned as a purpose-built alternative to generic wealth-management tools, grounded in the founder's 30+ years of estate-planning experience.
The product line is segmented into consumer tiers (leafsilver, leafgold, leafplatinum) and enterprise/firm tiers (leafenterprise, leafsfo), with pricing reported at $4,000-$10,000 per year for individual subscriptions and custom pricing for firm and family-office deployments. The platform carries enterprise-grade security and compliance certifications, including SOC 2 Type II and ISO 27001:2022, and is GDPR compliant. Recent product additions include a Complexity Calculator and an Alerts Feature (both 2024), which extend the offering from static wealth mapping toward interactive decision-support and ongoing monitoring.
Leafplanner operates with a small team of 1-10 employees, has raised approximately $1.93M in aggregate across a 2023 SEC-exempt offering and a January 2025 round, and pursues a hybrid GTM that combines direct-to-family subscriptions with B2B2C distribution through wealth advisors and family offices via channels such as the Long Angle partnership (announced November 2024) and the FOX (Family Office Exchange) Technology Showcase. The company has received recognition at the Family Wealth Report Awards in each of 2022, 2023, 2024, and 2025.
Leafplanner firmographics
Firmographics- Name
- Leafplanner
- Legal name
- leafplanner, Inc.
- Website
- https://leafplanner.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Leafplanner is a Salt Lake City-based SaaS platform that helps high-net-worth families, family offices, and wealth advisors organize, map, and plan the succession of family wealth. It sells individual subscriptions ($4K-$10K/year) plus enterprise/firm editions to advisors and family offices.
- Ownership category
- akta.pro rank
Where Leafplanner is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Leafplanner business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Annual Subscription (leafsilver): Annual subscription model for the leafsilver tier at $4,000/year, providing self-guided planning tools with concierge support and customized completion plans.
- Annual Subscription (leafgold): Premium tier at $7,500/year including expanded concierge support, yearly leafplan reviews, working sessions, and welcome kit.
- Annual Subscription (leafplatinum): White-glove hands-off service at $10,000/year where leafplanner constructs the entire leafplan and gathers data from advisors.
- One-time Setup Fees: One-time fees for account setup, dedicated concierge support, and custom completion plans ranging from $3,000 to $10,000 depending on tier.
- Enterprise/Firm Pricing: Customized plans for firms managing substantial wealth, with pricing based on firm size, practice area, and support needs. Includes leafenterprise and leafsfo tiers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | leafsilver: Self-guided planning for the attentive expert wanting to go beyond spreadsheets |
| Subscription | Annual | leafgold: Collaborative expert-guided planning for families and advisors |
| Subscription | Annual | leafplatinum: Hands-off white-glove experience constructing the entire leafplan |
| Other | Multi-year contract | leafenterprise: Customized plans for wealth management firms |
| Other | Multi-year contract | leafsfo: Tailored solution for family offices stewarding substantial multi-generational wealth |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Leafplanner product offering
Product offeringCore offering
Leafplanner is a SaaS platform that enables high-net-worth families, family offices, and wealth advisors to identify, aggregate, and communicate critical financial, legal, and personal information across generations. The platform provides guided frameworks, permission-based access control, entity and asset mapping, and assessment tools to support estate and succession planning. It is delivered with tiered subscription plans ranging from self-guided to fully white-glove concierge service.
Product overview
Leafplanner offers a SaaS platform for families of wealth to organize, map, and share information about their family and family enterprise. The product portfolio includes three tiered subscription plans: leafsilver (self-guided at $4,000/year), leafgold (expert-guided at $7,500/year), and leafplatinum (white-glove hands-off service at $10,000/year). Enterprise tiers include leafenterprise for advisory firms and leafsfo for single family offices. The platform is complemented by assessment tools including Family Fire Drill and Family EQ Assessment, along with Guided Mode features for step-by-step family plan development. The core leafplan serves as a comprehensive family owner's manual integrating identification, aggregation, and communication capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Leafplanner Platform A SaaS platform that enables families of wealth and family offices to identify, aggregate, and communicate critical financial, legal, and personal information across generations. Includes the proprietary leafplan Framework, Guided Mode, permission-based access control, entity and asset mapping, and assessment tools. Delivered with tiered subscriptions and concierge support.
- Complexity Calculator A standalone assessment tool that helps families evaluate and understand the complexity of their family enterprise structure, including assets, entities, and relationships across generations.
Quantifiable outcome
- 85% of HNW clients believe more frequent/effective communication increases advisor confidence; 81% say this makes them more likely to refer advisors
- +2 more outcomes
Companies that use Leafplanner
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Leafplanner technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Leafplanner partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Long AngleminorPartnership with Long Angle to empower high-net-worth families. Long Angle is a community/network for high-net-worth individuals. The partnership provides member benefits and access to leafplanner tools for Long Angle community members.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Leafplanner competitors and assessment
Company assessmentDirect peers
- Wealth.com: Wealth.com is an estate planning platform built for financial advisors, providing document drafting, asset tracking, and beneficiary management. It overlaps directly with leafplanner's advisor-facing (leafenterprise) tier and competes for the same enterprise/b2b2c budget allocations.
- FutureVault: FutureVault is a digital vault and document-sharing platform purpose-built for financial advisors and their HNW clients, focused on secure document storage, collaboration, and client engagement. It is closely comparable to leafplanner on the digital vault and family-information collaboration layer.
- Vanilla: Vanilla is an estate planning software platform for financial advisors and wealth management firms, focused on streamlining the creation and delivery of estate plans. Like leafplanner, it sells primarily into advisor and family-office channels and addresses the estate/legacy planning workflow for HNW families.
- RightCapital: RightCapital is a financial planning platform for financial advisors that handles retirement, tax, and estate planning scenarios in one workflow. Its advisor-first GTM and estate-planning functionality make it a close competitor for the same wealth-advisor buyer as leafplanner's leafenterprise tier.
Emerging players
- Trust & Will: Trust & Will is an online estate planning service enabling consumers to create wills, trusts, and estate plans. It overlaps with leafplanner's consumer HNW entry point at a lower price tier, and represents an emerging consumer-direct alternative that could expand upmarket over time.
- Canopy: Canopy is a practice management and client engagement platform for accounting and tax firms that handle complex HNW and family-office work. It addresses an adjacent buyer (accounting firms serving HNW families) with overlapping document and entity management needs, making it a partial competitor and ecosystem peer.
- Holistiplan: Holistiplan is a tax planning platform for financial advisors that surfaces tax optimization opportunities from client returns. While narrower in scope, it sells into the same HNW-focused advisor channel and addresses adjacent planning workflow needs for the same buyer persona.
Broad incumbents
- eMoney Advisor: eMoney Advisor is a long-established, comprehensive financial planning platform serving advisors and their HNW/UHNW clients across goals, estate, tax, and retirement planning. As a Fidelity-owned incumbent with broader scope and deeper advisor penetration, it represents a larger incumbent that could expand into leafplanner's family-organization niche.
- Addepar: Addepar is a wealth management technology platform serving large RIAs, family offices, and UHNW clients with portfolio aggregation, reporting, and analytics. While focused on investment data rather than family information organization, it is the dominant technology platform in the same HNW buyer ecosystem that leafplanner targets.
- MoneyGuide: MoneyGuide (MoneyGuidePro / MoneyGuideElite) is a widely adopted goal-based financial planning platform for financial advisors, including estate and legacy planning modules. As a broad incumbent with deep advisor channel penetration, it competes indirectly for the same planning-driven HNW workflow budget.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Leafplanner social profiles
Digital presenceLeafplanner compliance and trust
Trust signalCompliance3 records
Leafplanner financial estimates
Financial estimateRevenue estimate
Valuation estimate
Leafplanner leadership team
Management profileNumber of profiles
Profiles5 records
Leafplanner funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Leafplanner M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Leafplanner
What does Leafplanner do?
Leafplanner is a SaaS platform that enables high-net-worth families, family offices, and wealth advisors to identify, aggregate, and communicate critical financial, legal, and personal information across generations. The platform provides guided frameworks, permission-based access control, entity and asset mapping, and assessment tools to support estate and succession planning. It is delivered with tiered subscription plans ranging from self-guided to fully white-glove concierge service.
Is Leafplanner a public or private company?
Leafplanner is a private company. It is classified as venture growth investor backed and is currently operating.
When was Leafplanner founded?
Leafplanner was founded in 2021. It employs 1 to 10 people.
Where is Leafplanner based?
Leafplanner is headquartered in Salt Lake City, United States, in the North America region.
How does Leafplanner make money?
Five revenue lines are on record. Annual Subscription (leafsilver) is the primary driver. The others are annual Subscription (leafgold), annual Subscription (leafplatinum), one-time Setup Fees and enterprise/Firm Pricing.
Who are Leafplanner's main competitors?
Direct peers on record are Wealth.com, FutureVault, Vanilla and RightCapital. Emerging players are Trust & Will, Canopy and Holistiplan. Broad incumbents are eMoney Advisor, Addepar and MoneyGuide.
Does Leafplanner have an API?
No public API is recorded for Leafplanner.