Truepoint Wealth Counsel

What Truepoint Wealth Counsel does

Truepoint Wealth Counsel, LLC is a fee-only, fiduciary wealth management firm headquartered in Cincinnati, Ohio, founded in 1990 by Michael J. Chasnoff and operating as a 100% employee-owned LLC. The firm delivers integrated financial planning, investment management, tax planning and preparation, and estate planning services through an in-house team of specialists using an evidence-based investment methodology grounded in academic research, low-cost funds, and disciplined rebalancing. Its service model is tiered across Commas (no account minimum, subscription pricing for mass-affluent professionals), Foundational ($1M minimum), True Wealth ($3M minimum with full integrated services), and a custom Family Office tier for ultra-high-net-worth multi-generational families.

The firm operates several sub-brands addressing distinct client segments: Truepoint Wealth Counsel (the core HNW franchise), Commas (mass-affluent subscription service, derived from the 2016 RhineVest Advisors acquisition rebranded in 2021), Truepoint Institutional Advisors (endowments, foundations, nonprofits, and corporate retirement plans, launched 2015), and Women's Wealth Counsel (community and advisory initiative for female clients, launched 2010). The firm maintains a 30-year specialization serving Procter & Gamble employees and retirees with dedicated expertise in P&G-specific equity compensation, PST/Savings Plan distributions, and STAR/LTIP elections.

Truepoint generates revenue exclusively through percentage-of-AUM fees and limited subscription retainers (e.g., Commas and the P&G employee quarterly retainer), with no commissions or third-party distribution. As of 03.31.2026, it manages $5B+ in assets across 840 families and 60 institutional clients spanning 40 U.S. states. The firm employs 51–100 people (65 reported in 2020), including 36 CFPs, 17 CPAs, 8 CFAs, 3 JDs, and other credentialed professionals. Go-to-market is relationship-driven and consultative, relying on thought leadership content, earned media, community involvement, and referrals rather than paid acquisition, supported by a single Cincinnati headquarters office.

Name

Truepoint Wealth Counsel

Legal name

Truepoint Wealth Counsel, LLC

Website

https://truepointwealth.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Truepoint Wealth Counsel is a Cincinnati-based, 100% employee-owned fee-only fiduciary RIA founded in 1990, managing $5B+ across 840 families and 60 institutions in 40 states via integrated planning, investment, tax, and estate services.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Trust, Fiduciary, and Custody Activities (523991)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industries

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA), Estate Planning, Trust Structuring & Governance (FSAAADAF)

Keywords

• Wealth management
• Financial planning
• Investment advisory
• Tax planning
• Estate planning

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Assets Under Management (AUM) Fees: Fees are charged as a percentage of investment assets under management. The firm does not receive commissions or fees from any other sources. Scope of services varies based on client's assets under management. The True Wealth integrated wealth management solution is most cost-effective for portfolios valued at $3,000,000 or more.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Truepoint Wealth Counsel is a fee-only fiduciary wealth management firm that delivers integrated financial planning, investment management, tax planning and preparation, and estate planning services through dedicated in-house advisory teams. Its evidence-based investment approach uses low-cost funds, disciplined rebalancing, and long-term goal-focused planning, with revenue earned as a percentage of assets under management rather than through commissions.

Product overview

Truepoint Wealth Counsel is a fee-only fiduciary wealth management firm founded in 1990, offering a tiered service model. The core Truepoint Wealth Counsel brand provides integrated financial planning, investment management, tax planning/preparation, and estate planning for clients with $3M+ in investable assets. The subsidiary brand Commas offers streamlined financial planning and investment management without account minimums. Truepoint Institutional Advisors serves endowments, foundations, and nonprofits. Service tiers include Foundational ($1M minimum), True Wealth ($3M minimum), and Family Office for ultra-high net worth multi-generational families. The Women's Wealth Counsel initiative provides specialized services for female clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Truepoint Wealth Counsel (Core Integrated Wealth Management) Full-service fee-only fiduciary wealth management offering integrated financial planning, investment management, tax planning and preparation, and estate planning delivered by in-house specialist teams. Serves high net worth individuals, families, business owners, corporate executives, institutional investors, and P&G employees/retirees across 40 U.S. states.
• Commas Streamlined financial planning and investment management service with no account minimum, offered on a subscription structure. Designed for professionals who may not need the depth of Truepoint Wealth Counsel services but want fee-only fiduciary guidance and evidence-based investing.
• Truepoint Institutional Advisors Investment advisory services for small and mid-sized endowments, foundations, nonprofits, trusts, and corporate retirement plans. Includes investment policy development, portfolio management, committee governance, and 401(k) plan design. Targets organizations traditionally underserved by larger financial firms.
• Women's Wealth Counsel Specialized community and advisory service focus for female clients, providing wealth management tailored to women's specific financial perspectives, life transitions, retirement confidence, and wealth transfer needs.
• Foundational Service Tier Financial planning and investment management service tier focused on retirement readiness and guiding clients through key life transitions. Requires a minimum of $1M in investable assets.
• True Wealth Service Tier Integrated wealth management solution combining investment management, financial planning, tax planning and preparation, and estate planning seamlessly coordinated by the in-house team. Tiered AUM-based pricing: First $3M at 1.00%, Next $2M at 0.75%, Next $5M at 0.60%, Above $10M at 0.45%. Requires minimum $3M in investable assets.
• Family Office Services Comprehensive multi-generational wealth management services for ultra-high net worth families extending beyond True Wealth, including advanced estate strategies, philanthropic planning, and family governance. Fully customized with personalized proposals detailing offerings and fees.
• P&G Employees & Retirees Program Specialized wealth management services for Procter & Gamble employees, alumni, and retirees, including STAR/LTIP elections, concentrated P&G stock risk assessment, PST/Savings Plan distribution strategies, Frank Duke method, and P&G-specific equity compensation planning. Quarterly retainer fee of $625 plus 1.00% annually on investments managed outside the P&G Profit Sharing Trust and Savings Plan.

Quantifiable outcome

• 840 families served across 40 states
• +3 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• MoneyGeek.comminorGTM or Marketing Partner · 10 September 2024Media partnership where Truepoint advisors are quoted as financial planning experts in MoneyGeek.com articles covering topics such as fixed-income investing, life insurance beneficiaries, and freelancer personal finance guidance.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Carson Group: RIA support platform serving financial advisors and their HNW clients with integrated wealth management, coaching, and technology. Comparable to Truepoint's institutional and advisor support ambitions, though operating through a partner-network model rather than direct advisory.
• Ronald Blue & Co. Fee-only RIA providing integrated financial planning, investment management, tax, and estate services to HNW individuals and families. Comparable integrated wealth counsel model with a similar fee-only fiduciary philosophy and tiered service structure.
• Plante Moran Financial Advisors: Fee-only RIA affiliated with Plante Moran, serving HNW families, business owners, and institutions with financial planning and investment management. Comparable mid-sized RIA with integrated service delivery and institutional client focus similar to Truepoint.
• Mercer Advisors: National fee-only RIA specializing in HNW/UHNW households with integrated financial planning, investment management, tax, and estate services. Comparable integrated wealth management model targeting similar client profiles as Truepoint's True Wealth and Family Office tiers.
• Mariner Wealth Advisors: Fee-only RIA serving HNW and UHNW clients with financial planning, investment management, tax, and estate services. Highly comparable integrated model with multiple service tiers similar to Truepoint's Foundational/True Wealth/Family Office structure.
• Creative Planning: Large fee-only RIA offering integrated financial planning, investment management, and tax services to HNW and UHNW clients nationally. Closely comparable in business model, fee structure, and integrated service approach to Truepoint, but at significantly larger scale.

Broad incumbents

• Focus Financial Partners: Partnership platform for leading independent RIAs including many fee-only wealth management firms. Comparable to the broader RIA ecosystem Truepoint operates in, with many partner firms offering the same integrated planning + investment management model.
• Edelman Financial Engines: Large national RIA combining traditional advisory services with digital planning tools for HNW and mass-affluent clients. Comparable across both Truepoint's mass-affluent Commas tier and its traditional True Wealth/HNW business, with greater scale and technology investment.

Regional players

• Foster & Motley: Cincinnati-based fee-only RIA offering wealth management, financial planning, and institutional investment services. Most direct geographic peer to Truepoint with overlapping HNW clientele and shared Cincinnati wealth market dynamics.

Emerging players

• Schwab Intelligent Portfolios: Automated investment advisory service from Charles Schwab providing low-cost portfolio management with financial planning tools. Directly comparable to Truepoint's Commas entry-level offering in target market and value proposition, though digital rather than human-advisor led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/truepointwealth
• YouTubeyoutube.com/channel/UC4O140rkQ3ajMph--a9kuMQ
• Facebookfacebook.com/Truepoint
• LinkedInlinkedin.com/company/truepointwealth
• Instagraminstagram.com/truepointwealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Truepoint Wealth Counsel