SmartPlan Investing

What SmartPlan Investing does

SmartPlan Investing, operating under the legal entity Financial Planning Counselors, Inc., is a privately held, fee-only registered investment adviser founded in 1968 by Gene Hall in Michigan and now headquartered in Juno Beach, Florida. The firm delivers purpose-driven investment advisory and coaching services to pre-retirees, retirees, women investors, small and medium-sized businesses, and not-for-profits, primarily across the Southeast US (Florida and Georgia). Its core offering combines one-on-one investor coaching with four Modern Portfolio Theory-based portfolio objectives (Income & Growth, Balanced Growth, Long-Term Growth, Aggressive Growth), implemented via a long-standing partnership with Matson Money, Inc. — the federally registered RIA whose Nobel Prize-rooted academic methodology underpins SmartPlan's investment infrastructure.

The product surface spans individual retirement and investment accounts (IRA, Roth IRA, trust, annuities), business retirement plan administration (401k, 403b, Simple IRA, SEP IRA), risk tolerance and portfolio "MRI" assessments, a personal financial dashboard with document vault storage, and the proprietary Reservoir/Currence spending-and-savings platform. Demand generation runs through a multi-channel funnel: the American Dream Experience flagship event led by Matson Money CEO Mark Matson, monthly virtual coaching webinars, the weekly UnCommon Cents podcast, a blog, and active social channels. Onboarding is digitized via DocuSign PowerForms and Levitate AI scheduling.

Commercially, SmartPlan monetizes primarily through AUM-based advisory fees (a 2% management fee is referenced in illustrative materials), supplemented by financial-planning and business-plan consulting fees. Distribution is consultation-driven across two physical offices (Juno Beach, FL and Atlanta, GA, the latter led by Robroy Wiley) and Zoom-based virtual sessions. The firm is multi-generational and family-controlled, with Roy Wiley serving as President and Principal alongside an investor-coach bench that includes Jennifer Foster and Keith Stacy. There is no disclosed funding, no external investors, and no M&A activity in the record.

Name

SmartPlan Investing

Legal name

Financial Planning Counselors, Inc.

Website

https://smartplaninvesting.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

1–10 employees

Short description

SmartPlan Investing is a fee-only registered investment adviser and coaching firm, founded 1968, serving individuals, women investors, small businesses, and not-for-profits in the Southeast US via Modern Portfolio Theory portfolios and one-on-one coaching delivered through its FL/GA offices.

Ownership category

akta.pro rank

Product category

Investment Advisory and Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Retirement Plan Participant Advice & Managed Accounts (FSAEABAF)

Keywords

• Registered investment advisor
• Retirement planning services
• Wealth management coaching
• Portfolio management
• Financial planning consulting

Headquarters

HQ city

Jupiter

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Fees (AUM-based): SmartPlan charges investment advisory fees typically calculated as a percentage of assets under management. The company references a 2% management fee in their investment plan materials. As a registered investment advisor (state registered since 1984), they provide ongoing portfolio management and coaching services.
2. Financial Planning Services: Additional services including risk tolerance analysis, portfolio analysis, retirement budgeting, and short/long-term financial goal setting. These may be bundled with advisory services or provided as standalone consulting.
3. Business Retirement Plan Services: Services for small and medium-sized businesses including 401k, 403b, Simple IRA, and SEP IRA plan administration and advisory. Revenue generated through plan setup and ongoing advisory fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

SmartPlan Investing is a fee-only registered investment adviser that provides asset management through four Modern Portfolio Theory-based investment plans (Income & Growth, Balanced Growth, Long-Term Growth, and Aggressive Growth), paired with one-on-one investor coaching to help clients align financial decisions with personal purpose and life goals. The firm also offers financial planning services (risk tolerance analysis, portfolio analysis, budgeting) and small/medium-sized business retirement plan administration including 401k, 403b, Simple IRA, and SEP IRA plans.

Product overview

SmartPlan Investing is a fee-only registered investment adviser and investor coaching company founded in 1968, operating through its core platform that combines investment management with behavioral coaching. The company offers four distinct portfolio objectives (Income & Growth, Balanced Growth, Long-Term Growth, and Aggressive Growth) based on Modern Portfolio Theory through Matson Money. The platform is complemented by investor coaching services, educational events (American Dream Experience, webinar series), the UnCommon Cents podcast, and a financial blog. Business services include retirement plan administration (401k, 403b, Simple IRA, SEP IRA), while individual services encompass IRAs, Roth IRAs, annuities, and personal financial dashboard & vault storage. All offerings are grounded in Nobel Prize-winning academic investing principles with a focus on helping investors align their financial decisions with their life purpose.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Plans Four distinct Modern Portfolio Theory-based portfolio objectives organized by time horizon: Income and Growth (Less Than Three Years), Balanced Growth (Three to Five Years), Long-Term Growth (Six to Ten Years), and Aggressive Growth (Greater than Ten Years). Designed for individual investors and built on Nobel Prize-winning academic research through the Matson Money partnership.
• Investor Coaching One-on-one coaching service led by certified investor coaches (Roy Wiley, Robroy Wiley, Jennifer Foster, Keith Stacy) to help clients understand investing principles, avoid common pitfalls, and stay committed to their financial goals through behavioral guidance. Coaches hold credentials including CPA, AIF, and Series 65.
• Financial Planning Services Standalone or bundled financial planning tools including Risk Tolerance Analysis (assessment of volatility tolerance and long- and short-term goals), Portfolio Analysis (assessment of risk and return to identify diversification gaps), and Financial Budgeting (retirement, long and short term financial goal setting).
• Business Retirement Plan Services Retirement planning services for small and medium-sized businesses including 401k, 403b, Simple IRA, and SEP IRA plan administration and advisory, plus business entity planning, exit advice, and trust and foundation requirements. Led from the Atlanta office by Robroy Wiley.

Quantifiable outcome

• Investors are empowered to identify what speculation and gambling looks like, enabling them to avoid common investing pitfalls.
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Matson Money, Inc.coreTechnology or IntegrationMatson Money is a federally registered investment advisor (since 1991) that provides the underlying investment methodology and academic investing framework that SmartPlan Investing implements in client portfolios. The partnership provides access to Matson Money's U.S. Equity, International Equity, and Fixed Income funds. SmartPlan is not affiliated with Matson Money but acts as a co-advisor, implementing Matson Money's Nobel Prize-winning academic investment principles. The relationship involves co-advisory services where SmartPlan coaches and guides clients while Matson Money provides the investment infrastructure and methodology.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Cetera Financial Group: Cetera is an RIA network supporting independent financial advisors with practice management, coaching, and investment solutions — comparable to SmartPlan as a fee-based advisory practice serving individuals and small businesses.
• Fisher Investments: Fisher Investments is a large RIA primarily serving high-net-worth individuals and institutions with portfolio management — an established incumbent in the discretionary investment advisory space where SmartPlan operates.
• Creative Planning: Creative Planning is a large, fee-only RIA serving individuals and small businesses with comprehensive financial planning and investment management — a scaled version of SmartPlan's offering with similar fee-only, goals-based philosophy.
• Edelman Financial Engines: Edelman Financial Engines is one of the largest independent RIAs offering investment advisory, retirement plan, and financial planning services — directly comparable to SmartPlan's individual and small-business retirement focus, but at materially greater scale.
• Mariner Wealth Advisors: Mariner Wealth Advisors is a national RIA offering financial planning, investment management, and family-office-style services; comparable to SmartPlan as a holistic advisor to individuals, business owners, and not-for-profits.
• Carson Group: Carson Group partners with financial advisors to provide coaching, technology, and back-office support — directly comparable to SmartPlan's coaching-led model and Matson Money co-advisory partnership, but operating as a large national platform.

Direct peers

• Halbert Hargrove: Halbert Hargrove is a long-standing, fee-only RIA serving individuals, families, and small businesses with goal-based planning — a close size and philosophy match to SmartPlan as a multi-generational, fee-only advisory practice.
• Matson Money: Matson Money is the federally registered investment advisor whose academic Modern Portfolio Theory methodology SmartPlan implements; they are co-advisors on SmartPlan client portfolios and the most directly comparable peer in both investment philosophy and coaching-led ethos.
• RJL Wealth Management: RJL Wealth Management is a small, fee-only financial planning and investment advisory firm focused on comprehensive goals-based planning — closely comparable to SmartPlan in size, fee model, and individual/SMB customer mix.

Emerging players

• Facet Wealth: Facet Wealth is a tech-enabled financial planning and investment advisory firm serving individuals nationally via virtual delivery — a comparable digitally delivered, flat-fee advisory alternative competing with SmartPlan for virtual clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCWF4PxxUpzG5oXRp-GQq0ug
• Facebookfacebook.com/americandreamexperience
• LinkedInlinkedin.com/company/smartplan-investing
• Instagraminstagram.com/smartplaninvesting

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 SmartPlan Investing