Rethink Wealth

What Rethink Wealth does

Rethink Wealth LLC is a privately held, Texas-headquartered financial planning and wealth management firm founded in 1999 that operates as a full-service advisory practice under the Guardian Life Insurance Company of America distribution network. The firm delivers four core product lines — Individual Financial Planning, Business Planning, Investment Management, and Risk Management & Protection — unified by a holistic planning methodology. Its primary technology platform is The Living Balance Sheet (LBS), a financial planning software licensed from Guardian that consolidates a client's assets, liabilities, income, expenses, and protection planning into a single real-time view and supports cash-flow scenario modeling and debt strategy analysis. Securities and investment advisory services are offered through Park Avenue Securities LLC, a registered broker-dealer and FINRA/SIPC member that is a wholly-owned subsidiary of Guardian.

Rethink Wealth generates revenue through three streams: (i) fee-based financial planning services offered under asset-based, hourly, or flat-fee structures; (ii) commissions on insurance products (life, disability income, long-term care) placed through its Guardian agency; and (iii) investment management and securities fees routed through Park Avenue Securities. Pricing is quote-based and not publicly disclosed. The firm's target customer segments are White Coat Professionals (physicians, dentists, veterinarians), Busy Individuals and Families, and Small Business Owners needing integrated business and personal planning; a wholly-owned sub-brand, Wealth Design Group, extends the offering into advanced planning for high-net-worth individuals, families, and closely held businesses.

The firm is founder-controlled, with Shawn Arrington as Principal Owner and Cofounder, supported by a leadership bench of Partners, a COO, and regional Managing Directors in Houston, Dallas/Fort Worth, and Austin. Operations span five Texas offices — Houston (regional HQ), Fort Worth, Austin, Plano/Dallas, and San Antonio — plus a Virtual channel serving clients nationwide. The firm reports no public revenue or AUM figures, but its leadership has accumulated multiple consecutive Forbes Best-in-State Wealth Advisor and Financial Security Professional recognitions, MDRT qualification, and repeated Guardian President's Council awards, signaling an established mid-tier advisory franchise rather than a high-growth challenger.

Name

Rethink Wealth

Legal name

Rethink Wealth LLC

Website

https://rethinkwealth.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Rethink Wealth is a Texas-headquartered, Guardian-affiliated financial planning and wealth management firm serving white coat professionals, busy individuals and families, and small business owners nationwide via five Texas offices and a virtual channel. It delivers holistic planning through individual, business, investment, and risk management services unified by its Living Balance Sheet methodology.

Ownership category

akta.pro rank

Product category

Financial Planning & Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

akta.pro secondary industries

Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE), Family Wealth & Multi-Generational Planning RIAs (HNW/UHNW-lite) (FSAAACAH)

Keywords

• Financial planning services
• Wealth management advisory
• Investment management
• Risk management insurance
• Business succession planning

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning Fees: Fee-based advisory services with multiple compensation structures: asset-based fees calculated on client assets under management, hourly rates for specific planning engagements, and flat fees for defined services. Compensation is tailored to client needs.
2. Insurance Products: Sale of insurance products including life insurance (term, universal, whole life, indexed universal, variable universal), disability income protection, and long-term care insurance as a licensed agency of Guardian Life Insurance Company of America.
3. Securities and Investment Management: Investment management and securities products offered through Park Avenue Securities LLC (PAS), a registered broker-dealer and investment advisory firm subsidiary of Guardian.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Rethink Wealth is a full-service financial planning firm that delivers holistic wealth management to individuals, families, and small business owners. Its core offerings span Individual Financial Planning, Business Planning, Investment Management, and Risk Management & Protection, all unified by The Living Balance Sheet methodology that provides a single integrated view of a client's assets, liabilities, cash flow, and protection needs. The firm also operates a Wealth Design Group sub-brand for high-net-worth clients with complex estate and business planning needs.

Product overview

Rethink Wealth is a full-service financial planning firm that operates as a platform of integrated financial services, combining Individual Financial Planning, Business Planning, Investment Management, and Risk Management & Protection as its core product lines. The firm differentiates itself through The Living Balance Sheet methodology—a comprehensive financial planning software tool that provides holistic tracking of assets, liabilities, cash flow, and protection planning. Within its structure, Rethink Wealth houses specialized sub-brands like Wealth Design Group that serve high-net-worth clients with advanced planning needs. The product portfolio spans from entry-level individual planning to complex business succession and estate strategies, unified by the firm's 'Living Balance Sheet' approach to financial coaching and planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Financial Planning Holistic financial planning service for individuals and families that helps them achieve financial balance and independence by tracking assets, liabilities, income, and expenses through The Living Balance Sheet methodology.
• Business Planning Comprehensive business succession and wealth management service for business owners covering exit planning, business valuation, buy-sell agreements, and key person protection.
• Investment Management Disciplined, principle-driven investment management service offering diversified portfolios across stocks, bonds, ETFs, mutual funds, annuities, and alternative investments with a long-term performance focus.
• Risk Management & Protection Suite of risk management and insurance planning services including term life, permanent life (universal, whole, indexed universal, variable universal), disability income protection, and long-term care insurance for individuals and high-net-worth clients.
• Wealth Design Group Specialized wealth design team within Rethink Wealth serving high-net-worth individuals, families, and closely held businesses with complex financial and estate planning needs. Operates as a wholly owned sub-brand of Rethink Wealth LLC.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Guardian Life Insurance Company of AmericacoreStrategic or Co-development PartnerRethink Wealth operates as an Agency of The Guardian Life Insurance Company of America, offering insurance products including life insurance, disability income protection, and long-term care insurance through this partnership.
• Park Avenue Securities LLC (PAS)coreStrategic or Co-development PartnerSecurities products and advisory services offered through Park Avenue Securities LLC, a registered broker-dealer and investment advisor and wholly-owned subsidiary of Guardian Life Insurance Company of America.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Edelman Financial Engines: Nationwide RIA providing goal-based financial planning, investment management, and retirement services to mass-affluent and HNW clients—comparable in scale, planning-centric model, and advisor-led delivery.
• Mariner Wealth Advisors: Large independent RIA offering comprehensive financial planning, investment management, and wealth advisory services to individuals and business owners—directly comparable in holistic planning model and HNW/mass-affluent client focus.
• Hightower Advisors: RIA platform serving HNW individuals, families, and business owners with holistic wealth planning, investment management, and business succession services—comparable in advisor-led model and comprehensive service offering.
• Wealth Enhancement Group: Growing independent wealth management firm offering financial planning, investment management, and tax services to mass-affluent and HNW clients—comparable in target segment, multi-office model, and holistic planning approach.
• Buckingham Strategic Wealth: Fee-only RIA providing comprehensive financial planning and investment management to mass-affluent and HNW clients—comparable in holistic, planning-led model and advisor-centric delivery.

Broad incumbents

• Northwestern Mutual: Large incumbent combining insurance, investment, and financial planning services through an advisor network—comparable in mixing insurance commissions with planning fees and serving mass-affluent/white-collar professionals.
• MassMutual: Major mutual insurer with a financial advisory arm offering insurance, retirement, and investment planning—comparable in combining insurance products with financial planning through an advisor-driven model.
• Cetera Financial Group: Large broker-dealer and RIA support platform serving independent financial advisors—comparable as a host platform for advisor-led wealth management practices with insurance and securities offerings.
• Commonwealth Financial Network: Independent broker-dealer/RIA supporting holistic financial planning practices—comparable in supporting advisor firms that deliver comprehensive planning alongside insurance and investment products.
• Cambridge Investment Research: Independent broker-dealer supporting financial advisors with planning, investment, and insurance capabilities—comparable in platform model for advisor practices serving individuals and small businesses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rethinkwealthfw
• Facebookfacebook.com/RethinkWealthTexas
• LinkedInlinkedin.com/company/rethinkwealth

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 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 Rethink Wealth