Motley Fool Wealth Management

What Motley Fool Wealth Management does

Motley Fool Wealth Management, LLC is a privately held SEC-registered investment advisor founded in 2014 as an affiliate of The Motley Fool, LLC. The firm provides discretionary separately managed account services to US retail investors through its Personal Portfolio Program, which allocates client assets across seven exclusive Model Portfolio strategies selected via an online questionnaire covering financial situation, risk tolerance, time horizon, and liquidity needs. Two portfolio variants are offered: stock-based accounts (0.95% AUM on the first $1M, 0.75% above) and index-based ETF-only accounts (0.40%/$0.30%), with automatic annual rebalancing and transparent trade rationales written by portfolio managers.

The firm generates revenue entirely through recurring AUM-based fees, with brokerage and custody provided by Charles Schwab & Co., Inc. and Interactive Brokers, LLC. Distribution combines a self-serve digital onboarding flow with wealth advisor consultations, supported by content marketing (insights blog, free reports, quick guides, video library, social media, newsletter) and lead generation from the broader Motley Fool ecosystem. Complementary Counseling Services (free at $300K+) and Financial Planning Services (complimentary at $1M+) deepen wallet share across mass-affluent and HNW tiers; services are available only to US residents.

In April 2026, MFWM was acquired by Apollon Wealth Management, with clients migrating to Apollon's national platform while the existing advisory team continues servicing accounts. The firm is headquartered in Alexandria, Virginia, with 11-50 employees and no AI-native capabilities beyond limited site features acknowledging AI/ML use with accuracy disclaimers.

Name

Motley Fool Wealth Management

Legal name

Motley Fool Wealth Management, LLC

Website

http://foolwealth.com

Company type

Private

Founded year

1993

Operating status

Acquired

Headcount range

11–50 employees

Short description

Motley Fool Wealth Management is a US SEC-registered investment advisor offering discretionary separately managed accounts (stock-based and index-based) and financial planning services to retail investors, with AUM-based recurring fees.

Ownership category

akta.pro rank

Product category

Registered Investment Advisory / Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG)

akta.pro secondary industries

Discretionary Portfolio Management (Retail) (FSAAAAAH), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD), Robo-Advisors & Digital Wealth Managers (FSAAAAAD)

Keywords

• Registered investment advisor
• Separately managed accounts
• Portfolio management services
• Financial planning services
• Wealth advisory services

Headquarters

HQ city

Alexandria

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Asset Under Management (AUM) Fee - Stock-Based Accounts: Clients pay a simple, straightforward assets-under-management fee of 0.95% annually on the first $1,000,000 invested and 0.75% on amounts over $1,000,000. Fees are calculated using an annual percentage of the market value of assets in client accounts. This is a recurring revenue stream based on client portfolio values.
2. Asset Under Management (AUM) Fee - Index-Based Accounts: Clients pay 0.40% annually on the first $1,000,000 invested and 0.30% on amounts over $1,000,000 for index-based accounts that invest exclusively in ETFs. This is a recurring revenue stream based on client portfolio values with lower fee rates than stock-based accounts.
3. Financial Planning Services (Bundled): Financial planning services are provided complimentary to eligible clients with $1,000,000 or more invested in the Program. This is included as part of the AUM fee structure rather than a separate charge, serving as a value-add to retain high-value clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Motley Fool Wealth Management is an SEC-registered investment advisor that provides discretionary portfolio management through the Personal Portfolio Program, a separately managed account (SMA) service that allocates client assets across one of seven exclusive Model Portfolio strategies based on an online risk-tolerance and goals questionnaire. Accounts are offered in two variants—Stock-Based Personal Portfolios (0.95% / 0.75% AUM) and Index-Based Personal Portfolios investing exclusively in ETFs (0.40% / 0.30% AUM)—with complimentary financial planning (for $1M+ clients) and counseling services (for $300K+ clients) bundled in. Brokerage and custody are handled by Charles Schwab and Interactive Brokers.

Product overview

Motley Fool Wealth Management operates as a separately managed account (SMA) provider offering two Personal Portfolio Programs: stock-based accounts (0.95% AUM fee) that primarily invest in individual securities, and index-based accounts (0.40% AUM fee) that invest exclusively in ETFs. The core offering is supplemented by Counseling Services (for $300K+ clients) and Financial Planning Services (for $1M+ clients). The company employs seven exclusive Model Portfolio strategies driven by high-conviction stock picks, with additional Fixed Income, International, and Hedged Equity strategies. Free educational resources including reports and quick guides support client education.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Portfolio Program (Separately Managed Accounts) Discretionary, individually tailored separately managed accounts offered to U.S. retail investors and families; client assets are allocated to one or more Model Portfolios based on an online questionnaire covering financial information, risk tolerance, time to retirement, and liquidity needs, with assets held at custodian partners Charles Schwab or Interactive Brokers.
• Stock-Based Personal Portfolio Variant of the Personal Portfolio Program that primarily invests in individual securities (with some ETFs), aimed at clients who want active high-conviction stock selection within an SMA structure.
• Index-Based Personal Portfolio

Quantifiable outcome

• S&P 500 average annualized return of 10% from 1926 through 2022 referenced as long-term market benchmark

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability1 record

Feature3 records

Partnerships

One partnership is on record.

• Apollon Wealth ManagementcoreStrategic or Co-development Partner · 7 April 2026Apollon Wealth Management completed the acquisition of Motley Fool Wealth Management in April 2026, strengthening its national footprint and expanding financial planning capabilities. The transaction brings Motley Fool Wealth Management's advisory team into Apollon's platform, adding expertise across investment management, tax strategy, estate planning, and risk management. Motley Fool clients will migrate to Apollon's platform while the existing team continues servicing accounts, with Apollon assuming full advisory responsibilities over time. The deal was announced in December 2025 and expected to close in early 2026.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Wealthfront: A leading direct-to-consumer digital wealth management platform offering automated portfolio management, financial planning, and low-cost index-based portfolios. Directly comparable to MFWM's index-based ETF offering and self-serve online onboarding model for retail investors.
• Personal Capital (Empower Personal Dashboard): A hybrid digital wealth management and financial planning platform serving retail and HNW investors with portfolio management, retirement planning, and advisor access. Closely comparable to MFWM's combination of automated portfolio management plus human advisor-led financial planning for higher-balance clients.
• Betterment: A pioneer in robo-advisory and digital wealth management serving retail investors with diversified ETF portfolios and goal-based planning. Comparable to MFWM in its digital-first onboarding, AUM-based fee model, and retail/mass-affluent target customer.
• Carson Group: A national RIA platform serving independent financial advisors and their retail/HNW clients with investment management, financial planning, and practice-management support. Comparable to MFWM's wealth advisor-led, financial-planning-plus-portfolio-management model and HNW ($300K+) service tiering.
• Edelman Financial Engines: A national RIA providing discretionary portfolio management, financial planning, and retirement plan advisory services to retail and HNW clients. Comparable to MFWM on its advisory-plus-managed-account offering and tiered financial planning for higher-balance households.
• Creative Planning: A large RIA offering discretionary portfolio management, financial planning, tax, and estate services to retail and HNW clients. Comparable to MFWM in the breadth of its SMA-style portfolio management plus integrated financial planning, but at meaningfully larger scale.

Broad incumbents

• Fisher Investments: A large privately held investment adviser serving primarily retail HNW clients with actively managed global equity portfolios. Comparable to MFWM's high-conviction, active-stock personal portfolios and its emphasis on stock-picking as the core investment edge.
• Vanguard Personal Advisor Services: Vanguard's hybrid robo-plus-advisor service offering ongoing financial planning and discretionary portfolio management at low AUM-based fees. Directly comparable to MFWM on fee structure, ETF-only portfolios, and ongoing advisor access for retail and mass-affluent clients.
• Charles Schwab Intelligent Portfolios: Schwab's automated investment advisory service offering diversified ETF portfolios with optional access to CFP professionals. Comparable to MFWM's index-based offering and self-serve model; also a custody partner of MFWM via Charles Schwab & Co.

Emerging players

• Facet Wealth: A digital-first RIA combining automated portfolio management with access to dedicated CFP professionals for mass-affluent and HNW clients. Comparable to MFWM's hybrid digital-plus-advisor approach and its tiered services (Counseling for $300K+, Financial Planning for $1M+).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Motley Fool Wealth Management