Stash Wealth

What Stash Wealth does

Stash Wealth is a privately-held Registered Investment Advisor headquartered at 85 Broad Street, Floor 17, New York, that delivers financial planning and ongoing wealth management services exclusively to high-earning professionals in their 30s, branded as HENRYs (High Earners, Not Rich Yet). Founded in 2015 by Priya Malani, a former Merrill Lynch vice president, the firm operates on a two-tier model: The Stash Plan® is a one-time comprehensive financial planning roadmap priced at $5,000 (with a $4,000 first-engagement discount), delivered over approximately four weeks through two virtual advisor meetings; Stash Management™ is an ongoing Private Client advisory service billed at 1.0% of assets under management with a $200/month minimum, bundling continuous advice, portfolio management, on-demand support, and annual plan updates. The firm's stated methodology is goals-based investing—aligning financial strategy with life objectives such as home purchase, family formation, and retirement—rather than market benchmarking, augmented by a proprietary "Reverse Budget" framework.

The technology stack is intentionally lean: the public website is built on Squarespace, payments run through Moonclerk, document management uses Google GSuite, and clients access their accounts through a separate dashboard subdomain at dashboard.stashwealth.com. No public APIs, SDKs, or mobile applications are exposed, and no AI/ML capabilities are disclosed. Advisors are salaried (no commissions or quotas), supporting a fiduciary positioning that the firm markets against commission-driven incumbents. Revenue is generated through three streams: one-time Stash Plan fees, recurring AUM-based Stash Management fees, and affiliate referral compensation from third-party product recommendations.

Distribution is exclusively direct: prospective clients book a scheduled advisor call via the website's primary 'Schedule a Call' call-to-action, with no self-serve, marketplace, or channel partner motion. The firm operates only within the United States, segments its market horizontally by persona (primary HENRYs, plus adjacent couples and professionals carrying ~$80,000 in average student loan debt), and supports acquisition through content marketing (blog, The F. Word podcast, MoneyMASTERED sub-brand), email lead magnets, organic social (Instagram, Facebook), and earned media in Forbes, Business Insider, CNBC, the New York Times, and other outlets. The firm holds an SEC Registered Investment Advisor registration and discloses CCPA and COPPA compliance posture via its terms.

Name

Stash Wealth

Legal name

Stash Wealth, LLC

Website

https://stashwealth.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Stash Wealth is a New York-based Registered Investment Advisor providing goals-based financial planning and ongoing wealth management exclusively to high-earning 30-somethings (HENRYs) through its one-time Stash Plan® roadmap and 1% AUM Stash Management™ advisory service.

Ownership category

akta.pro rank

Product category

Personal Financial Advisory and Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Financial planning services
• Wealth management advisory
• Registered investment advisor
• Goals-based investing
• Personal financial roadmap

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Stash Plan (One-Time Financial Planning): One-time flat fee for comprehensive financial planning service. Includes personalized roadmap, two virtual advisor meetings, financial analysis, and goal-based strategy development. Clients can use the plan independently or choose to become ongoing Private Clients.
2. Stash Management (Private Client Ongoing Advisory): Annual fee based on assets under management for ongoing financial advisory services. Includes continuous advice, personalized portfolio management, on-demand support, and annual Stash Plan Update. Advisors are salaried with no commission or sales quota incentives.
3. Affiliate Referrals: Company uses affiliate links to generate additional revenue. Stash Wealth receives compensation from third-party products and services recommended to clients at no extra cost to them.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Stash Wealth provides personalized financial planning and ongoing wealth management exclusively for high-earning 30-somethings (HENRYs). The Stash Plan® is a one-time, $5,000 comprehensive financial roadmap service delivered over roughly four weeks through two virtual advisor meetings. Stash Management™ is the recurring Private Client service (1.0% AUM, $200/month minimum) that adds continuous portfolio management, on-demand advice, and an annual Stash Plan update.

Product overview

Stash Wealth operates as a financial advisory firm for high-earning 30-somethings (HENRYs - High Earners, Not Rich Yet) with a two-tier service model: The Stash Plan® serves as the core planning product (one-time fee of $5,000), while Stash Management™ provides ongoing portfolio management and advisory services (1.0% AUM). All clients begin with The Stash Plan, which generates a personalized financial roadmap, and may optionally become Private Clients for continuous management. The firm also offers educational content through The F. Word podcast and MoneyMASTERED resources. The approach is goals-based investing with fiduciary principles.

Differentiator

Problem solved

Functional benefit

Brands

• Stash Plan: A personalized financial roadmap designed to help clients achieve their financial goals. Priced at $5,000 for first-time clients ($4,000 for first plan), it includes two virtual meetings with an advisor, comprehensive financial analysis, and goal-setting.
• Stash Management
• MoneyMASTERED

Products and services

• The Stash Plan® A personalized financial roadmap for high-earning 30-somethings (HENRYs) that defines goals and produces a customized plan covering finances, life decisions, and objectives. Delivered over approximately four weeks and includes two virtual advisor meetings, comprehensive financial analysis, and goal-based strategy development. Priced at $5,000 standard ($4,000 for first-time clients).
• Stash Management™ Ongoing wealth management service for Private Clients providing continuous financial advice, personalized portfolio management, on-demand support, and an annual Stash Plan Update. Charged at 1.0% AUM with a $200/month minimum.

Quantifiable outcome

• Average client enters with approximately $80,000 in student loan debt, indicating specialized expertise in high-debt scenarios
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

One partnership is on record.

• Pia Silva (NoBadSkill Agency)minorStrategic or Co-development PartnerPia Silva brings experience in client-centric business development, specifically branding, marketing, and customer success. She is the founder of a highly successful agency that Stash Wealth has partnered with for over ten years.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Personal Capital (now Empower): Hybrid wealth management and planning platform serving affluent and mass-affluent clients with a blend of digital tools and human advisors. Comparable high-earner planning customer, but materially larger and more diversified than Stash Wealth.
• Schwab Intelligent Advisory: Hybrid robo-and-human advisory service from Charles Schwab, offering goals-based planning with CFP access. Comparable goals-based planning orientation but at a much larger scale and lower price point, putting fee pressure on boutique planners.
• Betterment: Large U.S. robo-advisor offering automated investing and planning at low fees. Competes for the same HENRY/millennial cohort but with a fully digital, lower-fee model rather than human-led bespoke planning.

Regional players

• Wealthsimple: Canadian digital wealth management and financial planning platform serving a younger, mass-affluent demographic. Comparable goals-based planning approach and brand positioning toward younger professionals, but operates primarily in Canada rather than competing directly in the U.S. market.

Direct peers

• Harness Wealth: Tech-enabled financial advisory platform connecting high-earning professionals (often in tech, entertainment, and professional services) with fiduciary advisors. Comparable target customer and advisor-mediated model; differentiated by its referral and tech-layer model rather than direct advisory.
• Ellevest: Digital wealth management and financial planning platform originally built for women, expanding to broader audiences. Comparable due to its goals-based, mission-driven approach and millennial/Gen X client focus, though with a stronger technology and robo-advisor orientation.
• Facet Wealth: Tech-enabled financial planning firm offering flat-fee advice with a blend of human advisors and technology. Targets a similar digitally-engaged, mid-career professional audience and competes directly for the HENRY/millennial planning customer.
• Zoe Financial: Financial advisor marketplace and RIA serving high-earning professionals with vetted fiduciary advisors. Comparable in serving a similar demographic with a curated human-advisor experience, though Zoe operates more as a marketplace and tech platform than a niche planning firm.

Emerging players

• Boldin (formerly NewRetirement): DIY financial and retirement planning platform for high-earning individuals, blending software tools with optional advisor access. Comparable goals-based planning orientation for an overlapping demographic, but more DIY and retirement-focused than Stash Wealth's fully human-led planning.
• Commonstock: Social investing and financial literacy platform for retail investors and high earners. Comparable audience and content-driven engagement model with the HENRY demographic, though oriented more toward community and investing ideas than comprehensive planning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/stash-wealth

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Stash Wealth