What Windsor Capital Management does

Windsor Capital Management, LLC is a fee-only registered investment advisory firm founded in 1999 and headquartered in Phoenix, Arizona. The firm delivers comprehensive wealth management to high-net-worth individuals, families, trusts, endowments, and institutional investors across more than 30 U.S. states, with additional offices in Oak Brook, Illinois and a Southern California contact point. Its service offering spans nine integrated lines: investment management (using low-cost index funds, ETFs, and individual securities), retirement planning, tax planning, estate planning, insurance and risk management, education funding, debt management, charitable giving guidance, and specialized life event support — coordinated under a single fiduciary relationship. The firm emphasizes a 'Target Rebalancing Strategy' and disciplined diversification as its core investment methodology, positioning itself against what it characterizes as conflicted, commission-driven industry practices.

The business operates on a transparent AUM-based annual advisory fee model with no commissions, referral fees, or product-sale compensation, aligning revenue with client assets under management. Distribution is entirely direct: a consultative sales motion targeting HNW and institutional prospects, supplemented by content marketing through monthly newsletters, an educational blog, and a windsoradvisor.com website. The underlying technology stack is non-proprietary — client accounts are custodied at Charles Schwab and Altruist, with account access delivered through a BD Reporting client portal; no proprietary platforms, AI systems, or APIs are operated in-house. Operations are run by a five-person leadership team led by founder Darren Whitehurst (President), Donald Peppler (CIO, since 2008), Fred Petrino (SVP, since 2009), Lew Coffey (Head of Fixed-Income, 15+ years), and Michelle Wick (Head of Operations, 17+ years), with the broader firm sized at 11–50 employees. Windsor is SEC-registered and holds notice filings in 19 states, reflecting a multi-state compliance footprint in support of its distributed client base.

Name

Windsor Capital Management

Legal name

Windsor Capital Management, LLC

Website

https://windsoradvisor.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Windsor Capital Management is a fee-only registered investment advisory firm founded in 1999 and headquartered in Phoenix, Arizona. It provides integrated wealth management — investment, retirement, tax, and estate planning — to HNW individuals, families, trusts, and institutions across 30+ U.S. states on a transparent AUM-based fee model.

Ownership category

akta.pro rank

Product category

Wealth Management / Investment Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

Keywords

• Investment advisory services
• Wealth management
• Retirement planning
• Tax planning
• Estate planning

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. AUM-Based Advisory Fees: As a fee-only RIA, Windsor Capital Management derives compensation exclusively from transparent annual advisory fees based on assets under management (AUM). They do not accept commissions, referral fees, or compensation tied to the purchase or sale of securities or financial products, ensuring conflict-free, fiduciary-driven advice aligned with client interests.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Windsor Capital Management is a fee-only registered investment advisory firm providing comprehensive investment management and wealth planning services to high-net-worth individuals, families, trusts, endowments, and institutional investors across more than 30 U.S. states. Its offering centers on diversified portfolio construction (equity, fixed income, balanced), retirement planning, tax planning, estate planning, insurance/risk management, education funding, debt management, charitable giving guidance, and specialized life-events support. The firm is compensated exclusively through transparent annual AUM-based advisory fees, with no commissions or referral fees.

Product overview

Windsor Capital Management offers a unified fee-only fiduciary investment advisory service providing comprehensive wealth management. The firm operates as a single integrated platform delivering investment management, retirement planning, tax planning, estate planning, insurance and risk management, education funding, debt management, charitable giving guidance, and specialized life events support as interconnected services. The core investment management approach focuses on diversified portfolios using low-cost index funds and ETFs with disciplined rebalancing. Additional client services include access to an online client portal for account management and monthly newsletters providing market insights.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Management Services

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

One partnership is on record.

• Charles SchwabcoreTechnology or IntegrationCharles Schwab serves as a custodial platform for Windsor Capital Management's client accounts. Clients access their accounts through Schwab's client portal for account management, reporting, and administration. This is a critical operational partnership for a registered investment advisor requiring secure, reliable custody of client assets.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Fisher Investments: Large independent fee-based investment advisor serving HNW individuals, families, and institutions. Highly comparable business model and target client base to Windsor's HNW-focused RIA practice.
• Creative Planning: Fee-only RIA offering comprehensive wealth management, tax, estate, and retirement planning to HNW households. Comparable integrated service model and fee-only fiduciary positioning.
• Carson Wealth: Independent RIA platform serving HNW clients with holistic financial planning. Directly comparable in fee-only fiduciary model, multi-service offering, and HNW target market.
• Mercer Advisors: National fee-only RIA providing wealth management, tax, estate, and investment advisory to HNW individuals and families. Closely matched in service breadth and HNW focus.
• Goldfinch Wealth Management: Fee-only RIA serving HNW individuals and families with integrated investment, tax, and estate planning. Comparable as a similarly sized independent fiduciary advisory firm.

Emerging players

• Facet Wealth: Digital-first RIA offering flat-fee financial planning and investment advisory primarily to HNW and mass-affluent clients. Direct competitor for the same clients but with a tech-driven delivery model.

Broad incumbents

• Edward Jones: Large national retail investment advisory firm with extensive branch network serving HNW and mass-affluent clients. Overlaps with Windsor's individual investor focus but operates a much broader, legacy brokerage-led model.
• Charles Schwab Wealth Advisory: Advisory offering from Windsor's own custodian partner, providing fee-based portfolio management to retail and HNW clients. A natural competitor for advisory wallet share given the integrated custody relationship.
• Vanguard Personal Advisor Services: Vanguard's hybrid robo-plus-advisor service offering ongoing financial planning and portfolio management at low AUM-based fees. Competes on price for HNW clients considering do-it-yourself with light advisory support.
• Baird Wealth Management: Wealth management division of Robert W. Baird providing investment advisory and financial planning to HNW individuals and families. Comparable HNW service set and fee-based advisory model within a broader full-service firm.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/windsor-capital-management-llc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Windsor Capital Management