Kitces

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.

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

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

• Financial planning education
• Continuing education credits
• Advisor practice management
• Professional CE compliance
• Financial advisor research

Headquarters

HQ city

Reston

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core 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

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Bob Veres' Inside InformationminorGTM or Marketing PartnerPartnership 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 BoardcoreOthersKitces 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)coreOthersApproved CE provider with automatic weekly reporting of CIMA, CPWA, and CIMC continuing education credits to IWI.
• FINRAcoreOthersKitces 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)coreOthersKitces is registered with NASBA as a sponsor of continuing professional education on the National Registry of CPE Sponsors, qualifying for CPA CPE credit.
• FP CanadacoreOthersKitces CE is accredited with FP Canada and qualifies for CE credit for both CFP and QAFP professionals.
• NASAAcoreOthersKitces 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 CollegeminorOthersCE 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

Direct 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

• Xx.com/michaelkitces
• YouTubeyoutube.com/user/MichaelKitces
• Facebookfacebook.com/Kitces
• LinkedInlinkedin.com/company/michaelkitces
• Instagrampinterest.com/michaelkitces

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Kitces