Truepoint Wealth Counsel
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.
- Company typePrivate
- Founded1990
- HeadquartersCincinnati, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
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.
Truepoint Wealth Counsel firmographics
Firmographics- 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
Truepoint Wealth Counsel industry classification
Industry- 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
Where Truepoint Wealth Counsel is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Truepoint Wealth Counsel business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Commas - No minimum required |
| Subscription | Annual | Foundational - $1M minimum |
| Subscription | Annual | True Wealth - $3M minimum |
| Subscription | Quarterly | P&G Employees Quarterly Retainer |
| Subscription | Annual | Institutional Advisors Fee Schedule |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels9 records
Truepoint Wealth Counsel product offering
Product offeringCore 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
Companies that use Truepoint Wealth Counsel
Customer profileNamed customers2 records
Segments7 records
Ideal customer profiles7 records
Truepoint Wealth Counsel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Truepoint Wealth Counsel partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MoneyGeek.comminorMedia 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
Truepoint Wealth Counsel competitors and assessment
Company assessmentDirect 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
Truepoint Wealth Counsel social profiles
Digital presenceTruepoint Wealth Counsel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Truepoint Wealth Counsel leadership team
Management profileNumber of profiles
Profiles22 records
Truepoint Wealth Counsel subsidiaries and ownership
Company hierarchySubsidiaries2 records
Truepoint Wealth Counsel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Truepoint Wealth Counsel M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Truepoint Wealth Counsel
What does Truepoint Wealth Counsel do?
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.
Is Truepoint Wealth Counsel a public or private company?
Truepoint Wealth Counsel is a private company. It is classified as management employee owned and is currently operating.
When was Truepoint Wealth Counsel founded?
Truepoint Wealth Counsel was founded in 1990. It employs 51 to 100 people.
Where is Truepoint Wealth Counsel based?
Truepoint Wealth Counsel is headquartered in Cincinnati, United States, in the North America region.
How does Truepoint Wealth Counsel make money?
One revenue line is on record: assets Under Management (AUM) Fees.
Who are Truepoint Wealth Counsel's main competitors?
Direct peers on record are Carson Group, Ronald Blue & Co., Plante Moran Financial Advisors, Mercer Advisors, Mariner Wealth Advisors and Creative Planning. Broad incumbents are Focus Financial Partners and Edelman Financial Engines. Foster & Motley is listed as a regional player. Schwab Intelligent Portfolios is listed as an emerging player.
Does Truepoint Wealth Counsel have an API?
No public API is recorded for Truepoint Wealth Counsel.
What industry is Truepoint Wealth Counsel in?
Truepoint Wealth Counsel's product category is Wealth Management. Its primary akta.pro industry code is FSAAACAB, Financial Planning–Led RIAs, with a secondary code of FSAEABAA, Registered Investment Advisor (RIA) Wealth Management. Its NAICS code is 523940 and its SIC code is 6282.