Kitces
Kitces.com is a privately-held financial planning education platform founded by Michael Kitces in 2008, serving 81,654+ financial advisors through the Nerd's Eye View blog, multi-designation CE subscriptions with automated regulatory reporting, podcasts, and consulting services.
- Company typePrivate
- Founded2008
- HeadquartersReston, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Kitces does
Kitces.com is a privately-held, founder-owned financial planning education and content platform founded by Michael Kitces in 2008. Its flagship asset is the Nerd's Eye View blog, recognized as the #1 industry blog for financial advisors since 2010, with more than 1,000 in-depth articles published over 10+ years and a daily email reaching 81,654+ advisors. The company operates three podcasts (Financial Advisor Success, Kitces & Carl, Financial Advisor Technician) and conducts original research including the AdvisorTech Map, FP Productivity study, and Advisor Wellbeing research.
The core commercial product is the Kitces Members Section subscription platform, offered in Basic ($10/month) and Premier ($199/year) tiers, plus an Inside Information Combo bundle at $449/year and tiered group subscriptions for advisory firms (up to 30% volume discount). The underlying technology is a web-based CE delivery and automated regulatory reporting system that reports completed credits weekly to CFP Board, Investments & Wealth Institute, FINRA (for IAR CE), NASBA, and FP Canada, covering CFP, CIMA, CPWA, CPA CPE, EA CPE, IAR CE, FP Canada, and American College designations.
Revenue is generated through four primary streams: individual and group recurring subscriptions, professional services (Kitces Consulting Consortium for vendors/FinTechs and 100+ paid conference speaking engagements annually), and live events (IAR Ethics CE Day, Marketing Summit, Financial Planning Value Summit, Tax Intensive CE Day, and monthly live webinars). The company is bootstrapped with no external funding, is regulated as an approved CE provider across multiple US and Canadian bodies, and operates primarily in North America with global digital reach.
Kitces firmographics
Firmographics- Name
- Kitces
- Legal name
- Kitces.com
- Website
- https://kitces.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kitces.com is a privately-held financial planning education platform founded by Michael Kitces in 2008, serving 81,654+ financial advisors through the Nerd's Eye View blog, multi-designation CE subscriptions with automated regulatory reporting, podcasts, and consulting services.
- Ownership category
- akta.pro rank
Kitces industry classification
Industry- Product category
- Professional Financial Advisor Education and CE Platform
- NAICS
- Software Publishers (51321)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Financial Services & Insurance (FINRA, CFP, IAR, Insurance CE) (EDAAALAJ)
Keywords
Where Kitces is headquartered
LocationHeadquarters
- HQ city
- Reston
- HQ country
- United States
- HQ region
- North America
Markets served
Kitces business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Subscription Revenue - Basic Membership: Monthly subscription at $10/month providing access to CE quizzes for CFP, IWI, American College designations, and CPE for EA and CPA licenses. Includes monthly recorded webinars and automatic CE reporting to IWI and CFP Board.
- Subscription Revenue - Premier Membership: Annual subscription at $199/year providing full access to 100+ hours of CE archives, live monthly webinars, The Kitces Report white papers, Kitces Graphics Library, exclusive CFP Ethics CE, and 12+ hours of IAR CE with the optional $36/year add-on.
- Inside Information Combo: Annual bundled subscription at $449 combining Premier Kitces membership with Bob Veres' Inside Information newsletter, available only to first-time subscribers of both.
- Group Subscriptions: Tiered annual group pricing for advisory firms: 2-4 people at $179/person (10% discount), 5-10 at $169/person (15% discount), 11-50 at $149/person (25% discount), 51-99 at $139/person (30% discount). Includes unlimited CE quiz access and premium resources for all members.
- Speaking and Consulting Services: Direct engagement with Michael Kitces and the Kitces team for conference speaking (100+ events annually) and consulting services, particularly for vendors and FinTech companies seeking to reach financial advisors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic membership at $10/month for individual CE access |
| Subscription | Annual | Premier membership at $199/year with comprehensive access |
| Subscription | Annual | Inside Information Combo at $449/year for first-time subscribers |
| Subscription | Annual | Group Premier subscriptions with tiered discounts |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels10 records
Kitces product offering
Product offeringCore offering
Kitces provides a subscription-based continuing education and research platform for financial advisors, offering multi-designation CE credits with automated regulatory reporting to CFP Board, IWI, FINRA, NASBA, NASAA, and FP Canada, along with The Kitces Report white papers, webinars, podcasts, original practice management research, and live in-person summits. The platform serves individual advisors, advisory firms through group subscriptions, and vendors/FinTech firms through consulting and speaking engagements.
Product overview
Kitces operates a multi-platform financial planning education and advisory business centered on its Nerd's Eye View blog, which provides free in-depth content on financial planning strategies. The core revenue product is the Kitces Members Section subscription service, offered in Basic ($10/month) and Premier ($199/year) tiers plus an Inside Information Combo bundle. Members access CE credits for CFP, IAR, CPA, EA, and IWI designations, along with exclusive white papers (The Kitces Report), webinars, and CFP Ethics content. The company also produces three branded podcasts (Financial Advisor Success, Kitces & Carl, Financial Advisor Technician), conducts original research (AdvisorTech Map, FP Productivity, Wellbeing studies), hosts live events (IAR Ethics CE Day, Marketing Summit, FP Value Summit), and offers consulting and speaking services. Group subscriptions with volume discounts serve advisory firms, and the platform maintains educational provider accreditations with NASBA, CFP Board Quality Partner, and NASAA.
Differentiator
Problem solved
Functional benefit
Brands
- The Kitces Report: In-depth white papers providing advanced financial planning strategy analyses, released twice per year with 50+ archived issues.
- Financial Advisor Success Podcast
- Kitces & Carl Podcast
Products and services
- Kitces Members Section The Kitces Members Section is the subscription-based continuing education and research portal for financial advisors, delivering multi-designation CE credits with automated reporting to CFP Board, IWI, FINRA, NASBA, NASAA, and FP Canada, plus access to The Kitces Report white papers, webinars, and the full CE content library.
- Group Subscriptions
Quantifiable outcome
- 81,654 financial advisors receive daily email updates with latest financial planning content
- +3 more outcomes
Companies that use Kitces
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
Kitces technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Kitces partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Bob Veres' Inside InformationminorPartnership offering Inside Information Combo subscription at $449/year, combining Kitces Premier membership with Bob Veres' Inside Information newsletter for first-time subscribers of both products.
- CFP BoardcoreKitces is an approved CE provider with automatic weekly reporting of completed CE credits to the CFP Board. Includes exclusive pilot program status for CFP Ethics CE delivery.
- Investments & Wealth Institute (IWI, formerly IMCA)coreApproved CE provider with automatic weekly reporting of CIMA, CPWA, and CIMC continuing education credits to IWI.
- FINRAcoreKitces automatically reports IAR CE credits to FINRA every Wednesday for subscribers with the $36/year IAR CE Add-On, as required for IAR CE compliance.
- NASBA (National Registry of CPE Sponsors)coreKitces is registered with NASBA as a sponsor of continuing professional education on the National Registry of CPE Sponsors, qualifying for CPA CPE credit.
- FP CanadacoreKitces CE is accredited with FP Canada and qualifies for CE credit for both CFP and QAFP professionals.
- NASAAcoreKitces is approved by NASAA as a content provider of IAR CE courses, covering all 12 hours of annual IAR CE requirements including Ethics and Practice Management.
- American CollegeminorCE credits available for American College designations (CLU, ChFC, RICP, WMCP) through PACE self-reporting system. Completion certificates provided upon passing CE quizzes.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Kitces competitors and assessment
Company assessmentDirect peers
- Bob Veres' Inside Information: Long-running subscription newsletter for financial planning professionals covering industry trends, technology, and practice management. Most directly comparable to Kitces in format, audience, and pricing — the two products are even bundled together in the $449/year Inside Information Combo.
- Financial Planning Association (FPA): Professional association for CFP professionals offering continuing education, content, and member resources to individual financial planners. Directly comparable to Kitces in serving the same primary customer segment with CE and educational content as a core value proposition.
- NAPFA (National Association of Personal Financial Advisors): Association of fee-only financial advisors providing continuing education, conferences, and member resources. Comparable to Kitces as a CE and content provider for credentialed financial advisors, with similar member-based recurring revenue dynamics.
- WealthManagement.com: Industry digital media property serving financial advisors with news, analysis, and CE-eligible content. Comparable to Kitces' Nerd's Eye View blog in audience, content depth, and CE monetization model for advisor professionals.
- Money Management Institute (MMI): Industry association for wealth management firms offering CE, research, and content to advisors and firms. Comparable to Kitces in delivering CE programming and original research to the financial advisor community.
- XY Planning Network: Network and community for next-generation financial planners offering CE, practice management resources, and peer community. Comparable to Kitces in targeting early-career and career-changer financial planners with educational and community content.
Emerging players
- CFA Institute: Global professional organization issuing the CFA designation with associated CE, research, and content for investment professionals. Partially comparable to Kitces in professional certification CE delivery and thought leadership publishing, though broader in scope and credential focus.
- SmartAsset: Consumer-facing financial planning content and advisor matching platform recognized by Kitces as a top industry blog in its own rankings. Comparable to Kitces in producing high-quality financial planning content, though primarily consumer-facing rather than advisor-facing.
Others
- CFP Board: Regulatory body that sets CFP standards and offers its own approved CE programs. Directly comparable to Kitces on the CE provision dimension but functions as both a partner (CE reporting) and an adjacent content/CE provider in the same advisor education ecosystem.
Broad incumbents
- Morningstar: Large incumbent investment research and media firm offering research, data, and educational content to advisors and consumers. Comparable to Kitces in delivering research and educational content to financial advisors, though as part of a much broader product portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kitces social profiles
Digital presenceKitces compliance and trust
Trust signalCompliance5 records
Kitces financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kitces leadership team
Management profileNumber of profiles
Profiles1 record
Kitces funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kitces 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 Kitces
What does Kitces do?
Kitces provides a subscription-based continuing education and research platform for financial advisors, offering multi-designation CE credits with automated regulatory reporting to CFP Board, IWI, FINRA, NASBA, NASAA, and FP Canada, along with The Kitces Report white papers, webinars, podcasts, original practice management research, and live in-person summits. The platform serves individual advisors, advisory firms through group subscriptions, and vendors/FinTech firms through consulting and speaking engagements.
Is Kitces a public or private company?
Kitces is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kitces founded?
Kitces was founded in 2008. It employs 11 to 50 people.
Where is Kitces based?
Kitces is headquartered in Reston, United States, in the North America region.
How does Kitces make money?
Five revenue lines are on record. Subscription Revenue - Basic Membership is the primary driver. The others are subscription Revenue - Premier Membership, inside Information Combo, group Subscriptions and speaking and Consulting Services.
Who are Kitces's main competitors?
Direct peers on record are Bob Veres' Inside Information, Financial Planning Association (FPA), NAPFA (National Association of Personal Financial Advisors), WealthManagement.com, Money Management Institute (MMI) and XY Planning Network. Emerging players are CFA Institute and SmartAsset. CFP Board is listed as an others. Morningstar is listed as a broad incumbent.
Does Kitces have an API?
No public API is recorded for Kitces.
What industry is Kitces in?
Kitces's product category is Professional Financial Advisor Education and CE Platform. Its primary akta.pro industry code is EDAAALAJ, Financial Services & Insurance (FINRA, CFP, IAR, Insurance CE). Its NAICS code is 51321 and its SIC code is 7372.