Winthrop Wealth

What Winthrop Wealth does

Winthrop Wealth (legal entity: Winthrop Advisory Group, LLC) is a fee-based, SEC-registered investment adviser founded by Mark S. Winthrop and Earl B. Winthrop, who entered the financial services industry in 1985 and formally established the RIA in 2017. The firm provides integrated wealth management to high-net-worth and ultra-high-net-worth individuals and families, business owners, and institutional clients (endowments, non-profits, retirement plans), with $3.1B in AUM as of December 31, 2025 and a 20+ person multi-generational team.

The platform is structured around the "Winthrop Integrated Experience," which combines financial planning, investment management, tax planning, insurance planning, legacy and estate planning, family foundation planning, and business succession services into a single coordinated offering overseen by an eight-member Investment Committee. Underlying technology is third-party SaaS rather than proprietary: eMoney for financial planning, Addepar for portfolio reporting and data aggregation, Salesforce for CRM, eMpower Advisor for partner-program infrastructure, Riskalyze for risk tolerance assessment, AdvicePay for billing, and LPL Financial as custodian. AI usage is limited to internal content drafting for market commentary.

Revenue is generated primarily through AUM-based advisory fees, supplemented by financial planning fees, institutional retirement-plan consulting, and the Winthrop Partner Program, a channel/VAR model that brings independent advisors and small RIAs under the Winthrop platform and references $1.6B in RAUM. Distribution is regional and relationship-based, delivered face-to-face through offices in Boston and Westborough, Massachusetts, with new Pacific Northwest presence established in October 2025 via the Mercer Asset Management integration into the Keel Financial Partners subsidiary. The firm is privately held, family-controlled (five Winthrop family members in leadership), with no disclosed external funding or parent company.

Name

Winthrop Wealth

Legal name

Winthrop Advisory Group, LLC

Website

https://winthropwealth.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Winthrop Wealth is a fee-based, SEC-registered investment adviser delivering integrated wealth management to high-net-worth individuals, families, business owners, and institutions across the U.S., managing $3.1B in AUM via eMoney, Addepar, and Salesforce.

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

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

akta.pro secondary industries

Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD), Private Banking & UHNW Wealth Advisory (FSAEABAC), Endowments (Universities, Foundations, Nonprofits) (FSAAAGAC)

Keywords

• Wealth management services
• Investment advisory
• Financial planning
• Retirement plan consulting
• Estate planning services

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-Based Wealth Advisory: Winthrop Wealth operates as a fee-based registered investment adviser providing financial planning and investment management services. Revenue is generated through advisory fees, which may be calculated as a percentage of assets under management (AUM) or through wrap fee arrangements. The firm also offers retirement plan advice and institutional advisory services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Winthrop Wealth is a fee-based SEC-registered investment adviser providing Private Wealth Management and the Winthrop Integrated Experience, combining comprehensive financial planning with investment management for HNW and UHNW individuals and families. It also delivers Business Planning, Corporate Portfolio Management, Business Tax Planning, Business Insurance Planning, and Succession Planning for business owners, plus Retirement Plan Options and Endowment Management for institutions. Services are delivered through dedicated wealth advisors, an eight-member Investment Committee, and proprietary risk budgeting processes supported by eMoney, Addepar, and Salesforce.

Product overview

Winthrop Wealth is a fee-based, SEC-registered investment adviser offering a unified wealth management platform centered on the Winthrop Integrated Experience, which combines comprehensive financial planning and investment management. The firm's core product suite spans Private Wealth Management (individuals and families), Business Planning services (corporate portfolio management, business tax planning, succession planning), and Institutional services (endowment management, retirement plans). The Winthrop Partner Program extends the platform to independent advisors seeking infrastructure and technology. Core capabilities include financial planning, investment management with an eight-member Investment Committee, tax planning, insurance planning, legacy and estate planning, and family foundation planning. The firm also offers a Riskalyze risk assessment tool for client onboarding. All services are underpinned by technology integrations including eMoney, Addepar, Salesforce, and the eMpower Advisor platform, with LPL Financial as the primary custodian.

Differentiator

Problem solved

Functional benefit

Brands

• Keel Financial Partners: A team operating under Winthrop Wealth focused on wealth management services, expanded through partnership with David Mercer in 2025.
• Unified Wealth Management

Products and services

• Private Wealth Management Comprehensive, customized wealth management services for high net worth and ultra-high net worth individuals and families, incorporating financial planning, investment management, tax planning, insurance planning, estate planning, and family foundation planning.
• Financial Planning Comprehensive financial planning services covering retirement planning, personal risk planning, and stewardship and education, empowering better financial decision-making for individuals and families.
• Investment Management Customized, diversified investment management driven by the client's financial plan, incorporating portfolio risk management, asset allocation, and security selection with oversight from an eight-member Investment Committee.
• Tax Planning Proactive tax planning strategies for individuals including stock-based compensation planning, pre-liquidity planning for business owners, and year-round tax optimization coordinated with clients' tax and legal advisors.
• Insurance Planning Insurance strategy review and planning services for individuals, ensuring coverage aligns with the client's larger wealth plan, including life, disability, and long-term care insurance.
• Legacy and Estate Planning Estate planning and legacy strategies for individuals and families to ensure wealth is transitioned according to client wishes in a tax-efficient manner, working with attorneys and tax advisors.
• Family Foundation Planning Charitable giving and family foundation planning services to help clients maximize philanthropic impact and create multigenerational legacies.
• Business Planning Comprehensive business planning for entrepreneurs and business owners covering tax planning, insurance planning, and succession planning to optimize business operations and prepare for the future.
• Corporate Portfolio Management Custom investment strategies and cash management for businesses, balancing long-term objectives with daily operational liquidity needs and compliance requirements.
• Business Tax Planning Proactive business tax planning evaluating organizational structures (LLC, S-corp, C-corp) and identifying strategies to optimize business structure and minimize tax burden.
• Business Insurance Planning Customized business insurance plans assessing risk exposure and providing protection against unforeseen events that could impact the business.
• Succession Planning Succession planning for business owners transferring ownership to family members or selling to third parties, including comprehensive ownership transition strategies.
• Retirement Plan Options Retirement plan consulting for businesses, including design of new plans, integration with existing plans, and evaluation against industry best practices for defined contribution and defined benefit plans.
• Endowment Management Investment programs and hands-on portfolio management services for endowments and non-profit organizations, aligned with organizational mission and investment policy statements.
• Winthrop Partner Program An advisor partnership program providing access to Winthrop's $1.6 billion RAUM, infrastructure, technology (eMpower Advisor platform, Addepar), transition support, and expert consultation for independent advisors and small RIA firms.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• Mercer Asset Management / David MercercoreStrategic or Co-development Partner · 28 October 2025David Mercer, founder of Mercer Asset Management, joined Winthrop Wealth as a wealth advisor to expand its Pacific Northwest presence. The move involves Mercer and his team joining Keel Financial Partners, operating under Winthrop Wealth, with focus on maintaining client relationships and enhancing services.
• Keel Financial PartnerscoreStrategic or Co-development Partner · 28 October 2025Keel Financial Partners operates under Winthrop Wealth as a sub-team, with advisors including Aimée Lloyd, Bobby Reamer, David Moretsky, and Amber Moser.
• eMoneycoreTechnology or IntegrationLeading financial planning technology platform used by Winthrop Wealth for client financial planning and modeling.
• AddeparcoreTechnology or IntegrationPortfolio reporting and data aggregation platform powering Winthrop's bespoke client reporting system.
• SalesforcecoreTechnology or IntegrationCustomer relationship management platform supporting client management and communication workflows.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cerity Partners: Independent, fee-only wealth advisor serving HNW/UHNW individuals, families, and institutions with integrated planning and investment management, directly comparable to Winthrop.
• Mercer Advisors: A national independent RIA offering integrated investment management, financial planning, tax, and estate services to HNW clients, mirroring Winthrop's holistic wealth model.
• Beacon Pointe Advisors: A growing independent RIA serving HNW individuals, families, and endowments/foundations, closely matching Winthrop's client segments and advisory model.
• Savant Wealth Management: Independent fee-based RIA delivering comprehensive planning, investment management, tax, and estate services to affluent clients, similar in scale and approach to Winthrop.

Broad incumbents

• Hightower Advisors: RIA platform that partners with and acquires independent advisory teams, directly comparable to Winthrop's Partner Program model but as a national aggregator.
• Wealth Enhancement Group: Large national RIA aggregator providing integrated wealth management and acquiring advisor teams, competing with Winthrop's partner-program and recruitment strategy at greater scale.
• Rockefeller Capital Management: Wealth advisory firm focused on UHNW families offering integrated planning and investment management, overlapping Winthrop's premium client segment at larger scale.
• Creative Planning: Large independent RIA combining investment management with tax, estate, and business planning for HNW clients, a broader-scale incumbent in Winthrop's category.
• Mariner Wealth Advisors: National RIA offering wealth planning, investment, tax, and estate services to HNW/UHNW clients and institutions, overlapping Winthrop's offering but at far larger scale.

Emerging players

• Carson Group: RIA network providing technology, infrastructure, and partnership programs to independent advisors, closely paralleling Winthrop's advisor-partner and eMpower platform strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/winthropwealth
• YouTubeyoutube.com/channel/UC2X_Ut9JQXf3oZuc4PDdHvA
• Facebookfacebook.com/Winthropwealth
• LinkedInlinkedin.com/company/winthropwealth
• Instagraminstagram.com/winthropwealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries2 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 Winthrop Wealth