Finwell
Finwell is a fee-only registered investment advisor offering financial planning, investment management, and private wealth services to tech employees, entertainers, and entrepreneurs, plus a B2B employee financial wellness product sold into corporate benefits packages.
- Company typePrivate
- Founded2017
- HeadquartersEncino, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Finwell does
Finwell is a fee-only registered investment advisor founded by Breanna Stott in 2017 and headquartered in Brentwood, Tennessee, with a registered presence in Encino, California and Nashville, Tennessee. The firm delivers financial planning, investment management, and private wealth services to three primary segments: tech company employees (including those at Facebook/Meta, Snapchat, Google, Apple, Salesforce, Amazon, Microsoft, Reddit, Tinder, and Amgen), entertainers (musicians, actors, TV writers, and social media stars), and entrepreneurs and business owners navigating exits and wealth transfer. The team holds CFP, MBA, J.D./LL.M, and CRPC credentials and has advised clients through liquidity events ranging from $30M to over $1B.
The firm's service stack is tiered: one-time financial planning starting at $1,499 for individuals and $1,999 for couples with no minimum balance, an annual AUM-based Wealth Optimizer program (minimum $250,000, advisory fee capped at 1.25% per year), a Private Wealth Management tier (minimum $1,000,000) with custom pricing, and a B2B Employee Financial Wellness product sold to corporate HR and benefits departments on a custom-priced, multi-year contract basis. The underlying technology platform is composed of third-party integrations — RightCapital powers the client financial planning portal, Riskalyze provides the 1-100 risk tolerance score, and Calendly handles consultation scheduling — with no disclosed proprietary technology, app, or API.
Go-to-market is sales-led and consultation-first: individual clients book 15-minute consultations through Calendly, while the employee wellness business runs an enterprise field-sales motion targeting HR and benefits managers at tech and STEAM companies. Revenue is generated from three streams: one-time financial planning fees, recurring AUM-based advisory fees deducted directly from managed accounts, and negotiated professional services fees for corporate wellness engagements. The firm is privately held, women-founded, primarily employee-owned, has no disclosed outside funding, and operates with a 11-50 person team.
Finwell firmographics
Firmographics- Name
- Finwell
- Legal name
- Finwell, Inc.
- Website
- https://finwellbenefits.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Finwell is a fee-only registered investment advisor offering financial planning, investment management, and private wealth services to tech employees, entertainers, and entrepreneurs, plus a B2B employee financial wellness product sold into corporate benefits packages.
- Ownership category
- akta.pro rank
Finwell industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Finance and Insurance (52)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Fee-Only Advisory (FSAEAAAL)
- akta.pro secondary industries
- Financial Coaching & Budgeting Advisory (FSAEAAAH), Retirement Planning & Long-Term Financial Planning Tools (FSAGADAI), Expense Tracking & Financial Dashboards (FSAGADAB)
Keywords
Where Finwell is headquartered
LocationHeadquarters
- HQ city
- Encino
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Finwell business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Financial Planning Fees: Fee-only financial planning services with pricing based on complexity and time required. Standard one-time plans starting at $1,999 for couples. Fees are paid upfront via credit/debit cards.
- Investment Management (AUM): Percentage-based fees on assets under management. Maximum investment advisory fee of 1.25% per year. Advisory fees are deducted directly from managed accounts on a predetermined basis.
- Employee Financial Wellness: Corporate employee wellness services with custom pricing based on company size, employee needs, and selected a-la-carte features. Pricing is negotiated directly with HR/benefits departments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard One-Time Financial Plans |
| Subscription | Annual | Wealth Optimizer Program |
| Subscription | Annual | Private Wealth Management |
| Other | Multi-year contract | Employee Financial Wellness |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Finwell product offering
Product offeringCore offering
Finwell is a fee-only, fiduciary registered investment advisor that delivers curated financial planning and wealth management services to individuals and families, with specialized expertise for tech employees, entertainers, and entrepreneurs. The firm combines CFP-led human advisory with third-party planning technology (RightCapital) and risk-assessment tooling (Riskalyze) to provide financial planning, investment management, private wealth services, and a B2B employee financial wellness program for corporate benefits packages.
Product overview
Finwell is a fee-only financial planning and wealth management firm offering a unified advisory platform with multiple service tiers. The core offering includes Financial Planning (standard one-time plans starting at $1,999), Investment Management (via Wealth Optimizer with $250K minimum), and Private Wealth Management ($1M+ minimum). Employee Financial Wellness provides B2B financial education and planning services. All offerings are delivered through a financial planning portal and supported by CFP professionals, with pricing as percentage of AUM (max 1.25%/year) or flat fees for planning.
Differentiator
Problem solved
Functional benefit
Brands
- Wealth Optimizer: Investment management program for clients focused on building wealth with at least $250,000 to invest, offering custom investment portfolios and comprehensive financial planning.
- Private Wealth Management
- Employee Financial Wellness
Products and services
- Wealth Optimizer (Investment Management) Investment management program for individuals seeking to build wealth through custom investment portfolios combining passive and active strategies, behavioral finance techniques, risk assessment, diversified asset allocation, and ongoing portfolio monitoring. Maximum advisory fee of 1.25% per year, with a $250,000 minimum to invest. Includes comprehensive financial planning.
- Financial Planning
- Private Wealth Management
- Employee Financial Wellness
Quantifiable outcome
- Fee-only model ensures 100% of advice is in client's best interest with no product sales incentives
- +1 more outcomes
Companies that use Finwell
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Finwell technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Finwell partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- RightCapitalcoreRightCapital is used as the client portal and financial planning platform, enabling clients to access their financial plans, track goals, and manage their financial lives. This is a critical technology partnership for client experience delivery.
- RiskalyzecoreRiskalyze provides the risk assessment technology used to analyze client risk tolerance and generate risk scores between 1-100 that guide investment strategy recommendations.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Finwell competitors and assessment
Company assessmentBroad incumbents
- Personal Capital (Empower): Large digital wealth manager with a tech-employee and HNW focus that combines planning tools with AUM-based advisory services — a broader-scale incumbent competing for the same next-gen tech clients.
- Creative Planning: One of the largest independent fee-only RIAs in the US, offering comprehensive wealth management to HNW clients — comparable fee-only business model and fiduciary positioning, though at significantly greater scale.
- Edelman Financial Engines: Large independent fee-only RIA and workplace financial wellness provider, offering both individual advisory services and employer-sponsored financial wellness that overlap Finwell's dual GTM.
Direct peers
- Financial Finesse: Provider of B2B employee financial wellness programs to employers — directly comparable to Finwell's Employee Financial Wellness offering for HR and benefits buyers.
- Zoe Financial: Curated marketplace and advisory firm connecting tech and high-income professionals with fee-only CFPs — competing with Finwell for the same tech-employee financial planning demand.
- Facet Wealth: Tech-enabled, fee-only financial planning firm serving HNW clients nationwide with flat-fee planning and AUM services — overlapping Finwell's accessible-pricing positioning for tech and professional clientele.
- Harness Wealth: Tech-forward financial advisory platform serving tech employees, founders, and entertainers with tax planning, equity compensation, and wealth management — directly competing with Finwell for the same niche HNW segments.
- Modern Wealth: Fee-only RIA specializing in tech employees and entrepreneurs with complex compensation, offering financial planning and investment management closely aligned to Finwell's ICP and service model.
- Domain Money: Financial planning service specifically built for tech employees navigating stock options, RSUs, and IPOs — a direct competitor in Finwell's core equity-compensation niche.
Emerging players
- Ellevest: Women-focused digital wealth management and financial planning platform — comparable mission alignment and target demographic to Finwell's women-founded, values-driven positioning, though primarily self-serve rather than advisor-led.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Finwell social profiles
Digital presenceFinwell compliance and trust
Trust signalCompliance2 records
Finwell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Finwell leadership team
Management profileNumber of profiles
Profiles9 records
Finwell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Finwell 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 Finwell
What does Finwell do?
Finwell is a fee-only, fiduciary registered investment advisor that delivers curated financial planning and wealth management services to individuals and families, with specialized expertise for tech employees, entertainers, and entrepreneurs. The firm combines CFP-led human advisory with third-party planning technology (RightCapital) and risk-assessment tooling (Riskalyze) to provide financial planning, investment management, private wealth services, and a B2B employee financial wellness program for corporate benefits packages.
Is Finwell a public or private company?
Finwell is a private company. It is classified as management employee owned and is currently operating.
When was Finwell founded?
Finwell was founded in 2017. It employs 11 to 50 people.
Where is Finwell based?
Finwell is headquartered in Encino, United States, in the North America region.
How does Finwell make money?
Three revenue lines are on record. Financial Planning Fees are the primary driver. The others are investment Management (AUM) and employee Financial Wellness.
Who are Finwell's main competitors?
Broad incumbents on record are Personal Capital (Empower), Creative Planning and Edelman Financial Engines. Direct peers are Financial Finesse, Zoe Financial, Facet Wealth, Harness Wealth, Modern Wealth and Domain Money. Ellevest is listed as an emerging player.
Does Finwell have an API?
No public API is recorded for Finwell.
What industry is Finwell in?
Finwell's product category is Wealth Management. Its primary akta.pro industry code is FSAEAAAL, Fee-Only Advisory, with a secondary code of FSAEAAAH, Financial Coaching & Budgeting Advisory. Its NAICS code is 523940 and its SIC code is 6199.