What Rebalance does

Rebalance is a Palo Alto-headquartered registered investment adviser founded in 2012 by Mitch Tuchman and Scott Puritz, both Harvard Business School graduates. The firm provides low-fee, tax-efficient, globally diversified wealth management to mass-affluent and high-net-worth individual investors, primarily those over 45 with $100,000 to $1,000,000 in investable assets. As of June 2026 it manages approximately $1.9 billion in assets for more than 600 clients across U.S. offices in Palo Alto and Bethesda.

The firm's core investment platform constructs portfolios from low-cost ETFs spanning U.S. and international equities, REITs, and fixed income, applying systematic rebalancing on both calendar and volatility-triggered thresholds, plus tax-loss harvesting and strategic asset location across taxable and non-taxable accounts. Investment Committee oversight is provided by Burton Malkiel, Charles Ellis, Kristi Craig, and Jay Vivian — endowment-style practitioners whose involvement is a defining differentiator. Products span Wealth Management, Financial Planning, and Specialized Services (charitable, estate, concentrated-risk, and tax planning), with BetterK (small-business 401(k)) and StartingLine (NIL financial planning for student athletes) as extension lines. Client accounts are custodied at Charles Schwab, Fidelity, BlackRock, and Vanguard.

Rebalance monetizes through an annual AUM-based fee (originally 0.50%), a $500 minimum annual fee, and a $250 one-time setup fee, delivered via a hybrid advisor-led and digital model with dedicated advisors accessible through videoconference and the RebalanceView360 client portal. The go-to-market is sales-led and direct, supported by earned media (WSJ, NYT, Forbes, NPR, PBS), content marketing, podcasts, and community engagement, with no third-party retail distribution.

Name

Rebalance

Legal name

Rebalance LLC

Website

https://rebalance360.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Rebalance is a Palo Alto-based registered investment adviser managing approximately $1.9 billion for 600+ individual clients, delivering low-fee, globally diversified ETF portfolios, systematic rebalancing, and tax-loss harvesting under endowment-style investment committee oversight.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

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

SIC

Investment Advice (6282)

akta.pro primary industry

Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools (FSAGAEAE)

akta.pro secondary industries

Digital/Hybrid Private Wealth (Robo-Enabled HNW Service) (FSAAABAO), Private Client/High-Net-Worth Advisory (FSAEAAAN)

Keywords

• Wealth management services
• Investment advisory
• Retirement planning
• Portfolio rebalancing
• Financial planning

Headquarters

HQ city

Palo Alto

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Assets Under Management (AUM) Fee: Charges an annual fee based on a percentage of assets under management. Originally 0.50% (one half of 1 percent) of assets each year, plus a minimum annual fee of $500 and a one-time setup fee of $250. Accounts must be held at Schwab or Fidelity.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Rebalance provides personalized, fiduciary wealth management and financial planning services to mass-affluent and high-net-worth individuals. The firm constructs low-fee, tax-efficient, globally diversified ETF portfolios across U.S. and international equities, real estate, and fixed income, applies systematic rebalancing and tax-loss harvesting, and delivers holistic financial planning plus specialized services such as charitable, estate, and tax management. Accounts are custodied at Charles Schwab or Fidelity and clients are charged an annual AUM-based fee.

Product overview

Rebalance is a wealth management firm offering a unified platform combining investment management and financial planning services. The core offering includes Wealth Management (low-fee, tax-efficient, globally diversified portfolios with systematic rebalancing) and Financial Planning (holistic guidance across life stages). Additional specialized services include Charitable Planning, Estate Planning, Reducing Concentrated Risk, and Tax Management. Two supplementary products extend the platform: BetterK for small business 401(k) plans and StartingLine for student athletes managing NIL income. The firm operates on an open-architecture model, working with custodians including Charles Schwab, Fidelity, BlackRock, and Vanguard.

Differentiator

Problem solved

Functional benefit

Brands

• BetterK: Rebalance's innovative 401(k) plan designed to dramatically improve investment options for small business owners and their employees, potentially reducing 401(k) fees by over 50%.
• StartingLine

Products and services

• Wealth Management Low-fee, tax-efficient, globally diversified portfolio management service for individual clients combining U.S. and international equities, real estate, and fixed income with systematic rebalancing and tax-loss harvesting. For mass-affluent and high-net-worth individuals with $100,000 to $1,000,000 in investable assets.
• Financial Planning Holistic, comprehensive financial planning service that provides ongoing guidance across all life stages, including goal setting, retirement projections, and long-term strategy tailored to individual client circumstances. For individual clients and households.
• Specialized Services Comprehensive long-term tactical advisory services for individual clients including Charitable Planning, Estate Planning, Reducing Concentrated Risk, and Tax Management. For current Rebalance wealth management clients.
• BetterK Innovative 401(k) plan service for small businesses designed to dramatically improve investment options and reduce 401(k) fees by over 50%, paired with world-class investment guidance and financial planning for employees. For small business owners and their employees.
• StartingLine Financial guidance and planning service for student athletes to help them navigate Name, Image, and Likeness (NIL) opportunities and build long-term financial independence from their earnings. For U.S. college student athletes with NIL income.

Quantifiable outcome

• Rebalancing once a year added between 1 and 1.5 percentage points to annual return in historical simulation.
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• FidelitycoreTechnology or IntegrationFidelity serves as a custodian partner for Rebalance's BetterK 401(k) plan services. As one of the 'biggest firms in the business,' Fidelity provides the custodial infrastructure for client assets, bringing 'the power of scale and deep investing experience' to Rebalance's service offerings.
• BlackRockcoreTechnology or IntegrationBlackRock partners with Rebalance for BetterK 401(k) plan services as one of the trusted custodian firms. BlackRock's iShares ETF products are among the investment options available through Rebalance's open architecture approach.
• Charles SchwabcoreTechnology or IntegrationCharles Schwab serves as the primary custodian for most Rebalance client accounts. The firm leverages Schwab's Pledged Asset Line facility for clients needing to borrow against non-retirement assets. Schwab relationship enables competitive borrowing rates compared to traditional bridge loans.
• VanguardcoreTechnology or IntegrationVanguard serves as a custodian and fund provider partner for Rebalance's investment services. Vanguard's low-cost index funds are used within Rebalance's portfolio construction. Vanguard provides 'the power of scale and deep investing experience' for the partnership.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Betterment: Direct digital wealth management competitor offering automated, low-fee portfolios with tax-loss harvesting and goal-based planning; overlaps Rebalance on automated rebalancing, ETF-based portfolios, and mass-affluent target market, though Betterment skews more purely robo and serves a lower minimum threshold.
• Wealthfront: Direct robo-advisor competitor providing automated, globally diversified ETF portfolios with tax-loss harvesting, direct indexing, and similar low fee structure; competes for the same mass-affluent to HNW segment with a primarily digital (non-hybrid) model.
• Personal Capital / Empower Personal Dashboard: Hybrid wealth management and financial planning platform with dedicated advisors, free dashboard tools, and fiduciary pricing — closest direct analog to Rebalance's hybrid human-plus-tech model serving mass-affluent to HNW investors.
• Edelman Financial Engines: Large hybrid RIA combining automated portfolios with dedicated advisors serving mass-affluent to HNW households; one of the largest US RIA peers by client count and AUM, competing in same fiduciary hybrid-advisor model.

Broad incumbents

• Vanguard Personal Advisor Services: Incumbent Vanguard offering hybrid advisor-led advice at ~0.30% AUM leveraging Vanguard's proprietary low-cost index funds; competes directly with Rebalance on philosophy and target segment, with the scale and brand advantage of Vanguard behind it.
• Charles Schwab Intelligent Portfolios: Schwab's robo-advisor and wealth advisory offering using Schwab-affiliated ETFs; shares target audience and custodial relationship with Rebalance (Schwab custodies Rebalance accounts) and represents a major competitive and partnership overlap.
• Fidelity Wealth Services: Fidelity's wealth advisory and brokerage services for mass-affluent to HNW investors; large incumbent platform with Fidelity custody also used by Rebalance clients, providing a competing service with strong brand recognition.
• SoFi Invest / Wealth: Digital-first wealth offering by SoFi providing automated investment management at zero management fees, plus access to human advisors; competing on mass-affluent segment with lower or zero fees than Rebalance's 0.50%.

Emerging players

• Facet Wealth: Flat-fee, CFP-led digital wealth advisory serving mass-affluent clients ($5K+ minimum) via virtual CFPs; overlaps Rebalance's hybrid advisor/digital model and mass-affluent segment but with a transparent flat-fee structure rather than AUM-based pricing.
• Ellevest: Digital wealth management platform offering automated goal-based portfolios with tax-loss harvesting; partial overlap on automated rebalancing and tax-loss harvesting, primarily targeting women investors in mass-affluent segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/rebalance360
• Facebookfacebook.com/rebalance360
• LinkedInlinkedin.com/company/rebalance360

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Rebalance