The Just Company

What The Just Company does

The Just Company is a privately-owned, fully independent financial advisory firm headquartered in Indianapolis, Indiana, founded in 1984 by Mark W. Just. The firm operates as a fiduciary, delivering three core services: Wealth Management (comprehensive financial planning), Investment Management (portfolio construction against defined risk tolerances and goals), and Small Business Consulting (integrated business and personal financial planning, including ownership transition and employee retention). Target clients are affluent individuals and families, business owners, pre-retirees and retirees, with named segments including physicians, Fortune 500 executives, business owners, and retirees in the Midwest region.

The firm's operating technology is intentionally lean and largely third-party: a BD Reporting client portal provides secure account access and reporting, while an FMG Suite-powered Resource Center delivers educational articles, videos, and interactive calculators across retirement, estate, investment, insurance, tax, money, and lifestyle topics. The firm's primary proprietary asset is its six-step client-centric financial planning process, which structures how advisors engage clients from initial relationship establishment through ongoing portfolio monitoring. Headcount is reported at 1-10 employees, and the firm has no disclosed subsidiaries, no parent company, no funding history, and no M&A activity.

The business model is fee-based professional services, with pricing determined per-client via consultations (likely AUM-based, flat, or hybrid advisory fees); pricing is not publicly disclosed. Distribution is direct and advisor-led: one-on-one advisory relationships, supplemented by client education events (dinners, workshops), a public events program, and a referral-driven acquisition motion. The firm derives brand authority from founder Mark W. Just's three decades of tenure, media presence, and a Five Star Wealth Manager designation from Indianapolis Monthly Magazine.

Name

The Just Company

Legal name

The Just Company

Website

https://thejustcompany.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

The Just Company is a privately-owned, fiduciary financial advisory firm in Indianapolis offering wealth management, investment management, and small business consulting to physicians, Fortune 500 executives, business owners, and retirees in the Midwest since 1984.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industry

Specialized/Niche-Vertical RIAs (e.g., Medical, Tech, Executives, Athletes) (FSAAACAL)

Keywords

• Wealth management services
• Investment management advisory
• Financial planning services
• Small business consulting
• Fiduciary financial advisory

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory and Wealth Management Services: Fee-based financial advisory services for wealth management, investment management, and small business consulting. The firm operates as a fiduciary providing customized financial strategies and investment portfolio management.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The Just Company is a privately-owned, independent financial advisory firm that provides fiduciary wealth management, investment management, and small business consulting services. The firm delivers customized financial strategies for individuals, business owners, retirees, physicians, and Fortune 500 executives through a structured six-step planning process. Services are supported by a secure online client login portal and a Resource Center offering educational content and interactive financial calculators.

Product overview

The Just Company offers a unified wealth management service with three core components: Wealth Management (comprehensive financial planning), Investment Management (portfolio construction and management), and Small Business Consulting. These services are supported by a Client Login Portal for account access, a Resource Center providing educational content across retirement, estate, investment, insurance, tax, and lifestyle topics, and a suite of Financial Calculators for self-service planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management Comprehensive financial planning service focused on accumulating and preserving wealth through customized strategies tailored to individual client needs, life stages, and future growth objectives. Targeted at affluent individuals, families, business owners, physicians, and retirees.
• Investment Management Portfolio construction and management service designed to achieve client objectives by identifying risk tolerance levels, assessing short and long-term goals, and applying analytical processes to build evolving customized investment strategies.
• Small Business Consulting Advisory service acting as a personal CFO for business owners, addressing ownership transitions, corporate benefits optimization, employee retention strategies, and long-term firm growth planning.

Named customers4 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

Feature1 record

Partnerships

One partnership is on record.

• FMG SuiteminorOthersContent development partner providing educational articles, videos, calculators, and financial planning resources for the firm's website and client communications.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ameriprise Financial: Large national wealth manager with a captive advisor channel offering financial planning and investment management. Comparable to The Just Company in core service offerings (wealth, investment, retirement planning) but operates at vastly greater scale with a broader product shelf and corporate parent.
• Robert W. Baird & Co. employee-owned wealth management and investment firm with regional offices serving affluent individuals and business owners. Comparable independent, advisor-driven culture and comprehensive planning services overlapping with The Just Company's offerings.
• Edward Jones: National retail wealth advisory firm with a local-office branch model targeting mass-affluent and small-business clients. Comparable to The Just Company in its relationship-driven, face-to-face advisory delivery and small-business-client focus, though at materially larger scale.
• Raymond James Financial Services: Large broker-dealer and RIA with an advisor channel offering wealth management, retirement, and small-business consulting. Comparable in service breadth and small-business focus, but with a much larger product set and corporate infrastructure.
• Mariner Wealth Advisors: Independent, fiduciary-focused RIA serving high-net-worth individuals, executives, and business owners with comprehensive financial planning. Directly comparable service mix and client segments to The Just Company, with PE-backed growth history providing a relevant M&A comp.
• Hightower Advisors: PE-backed RIA platform that acquires like-minded independent advisors serving high-net-worth clients. Highly comparable fiduciary model and HNW/executive-client focus, and a natural strategic acquirer for firms like The Just Company.
• Cetera Financial Group: Independent advisor network offering wealth management and financial planning through affiliated RIAs. Comparable in serving independent advisors and small-business clients, and is a viable acquirer/partner for boutique firms like The Just Company.
• Northwestern Mutual: National financial services firm with a captive advisor channel specializing in comprehensive financial planning, retirement, and estate planning for individuals and business owners. Comparable holistic planning approach and business-owner-client focus.
• Cambridge Investment Research: Independent broker-dealer/RIA supporting independent financial advisors with practice management, technology, and compliance. Comparable in supporting independent advisor practices targeting mass-affluent and small-business clients.

Others

• LPL Financial: Largest independent broker-dealer/RIA custodian in the U.S., providing the technology, custody, and compliance infrastructure that many independent RIAs like The Just Company rely on. Comparable as the enabling ecosystem rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

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 The Just Company