TruNorth Capital Management

What TruNorth Capital Management does

TruNorth Capital Management L.L.C. is a privately held, fee-only Registered Investment Adviser headquartered in Kalamazoo, Michigan, founded around 2015 (one firmographic source lists 2001) and operating with 1–10 employees. The firm provides discretionary investment advisory, goals-based financial planning, and retirement planning services to individual clients in Michigan, Missouri, Washington, and other notice-filed U.S. states. Its core offering centers on academically validated, Dimensional-style portfolio construction executed through low-cost ETFs and mutual funds, with risk alignment driven by the Riskalyze risk-engineering platform, which assigns each client a quantitative Risk Number (1–99) used to calibrate portfolio exposure. The firm uses Charles Schwab as custodian and Advyzon as its primary client portal, with BOX for document management.

Revenue is generated exclusively through asset-based advisory fees tiered at 0.33% on the first $2 million of AUM, 0.25% on $2M–$10M, and 0.10% above $10M, subject to a $1,250 minimum quarterly fee. TruNorth operates a deliberately low-cost GTM model that forgoes sponsorships, entertainment spend, and third-party marketing in favor of client referrals and content marketing through its blog. SEC-registered RIA status confers fiduciary obligations, including "level-fee fiduciary" treatment in ERISA-covered retirement-plan interactions. Leadership is founder-led, with Brian J. Mullally as CEO and Co-Founder; no institutional ownership, funding rounds, or M&A activity is disclosed.

Name

TruNorth Capital Management

Legal name

TruNorth Capital Management L.L.C.

Website

https://trunorthcapital.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

TruNorth Capital Management is a fee-only SEC-registered RIA in Kalamazoo, Michigan, providing low-cost goals-based investment advisory, retirement planning, and risk-aligned portfolio management for individual clients across multiple U.S. states.

Ownership category

akta.pro rank

Product category

Wealth Management / Investment Advisory

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

akta.pro secondary industry

Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

Keywords

• Investment advisory services
• Wealth management
• Retirement planning
• Portfolio management
• Financial planning services

Headquarters

HQ city

Kalamazoo

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Advisory Fees (AUM-based): Fee-only Registered Investment Adviser charging percentage of assets under management. Advisory fees range from 0.10% to 0.33% annually depending on portfolio size. Minimum fee of $1,250 per calendar quarter.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

TruNorth Capital Management is a fee-only SEC-registered investment adviser that delivers low-cost, goals-based wealth management and portfolio management services to individual investors. The firm constructs globally diversified portfolios of low-cost ETFs and mutual funds, aligns each portfolio to the client's quantified risk tolerance using Riskalyze risk engineering technology, and provides retirement, tax, and comprehensive financial planning. Advisory fees are charged as a tiered percentage of assets under management, ranging from 0.10% to 0.33% annually, with a minimum quarterly fee of $1,250.

Product overview

TruNorth Capital Management is a fee-only Registered Investment Adviser (RIA) offering a unified low-cost investment advisory platform centered on goals-based wealth management and financial planning. The core offering combines advisory services with the Riskalyze risk quantification technology to align client portfolios with their individual risk tolerance (Risk Number). The company employs academically validated portfolio science using global diversification with targeted asset class weighting. Advisory fees are tiered by assets under management: 0.33% for first $2M, 0.25% for $2M-$10M, and 0.10% for over $10M, with a minimum fee of $1,250 per calendar quarter. Services are primarily delivered through client portals including Advyzon and include account custody through Charles Schwab & Co.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Advisory Services Fee-only SEC-registered investment advisory services providing low-cost, transparent, goals-based wealth management for individuals uncomfortable with traditional high-fee advisors. Engagements include portfolio management, retirement planning, risk assessment, and discretionary investment management under a fiduciary standard.
• Goals-Based Financial Planning Goals-based financial planning service grounded in academically validated portfolio science that designs investment strategies around each client's specific financial objectives, combining maximum global diversification with targeted asset class weighting to maximize returns and lower risk for individual investors.
• Riskalyze Risk Assessment Quantitative risk assessment service built on Riskalyze's award-winning risk engineering technology using patented Risk Fingerprint methodology, assigning each client a Risk Number (1-99) that pinpoints their exact comfort zone for downside risk and potential upside gain. Portfolios are then constructed and continuously aligned to that Risk Number.
• Portfolio Management Services Discretionary investment management service providing maximum global diversification with targeted weighting to asset classes, implemented through high-quality low-cost ETFs and mutual funds from top providers. Annual advisory fees range from 0.10% to 0.33% of assets under management depending on portfolio size, with a minimum fee of $1,250 per calendar quarter, and custodial services provided through Charles Schwab & Co., Inc.

Quantifiable outcome

• Advisory fees as low as 0.10%
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• RiskalyzecoreTechnology or Integration · 28 July 2015TruNorth Capital implemented Riskalyze, the award-winning risk engineering technology that mathematically pinpoints a client's Risk Number and aligns the client's portfolio to match. Built on a Nobel Prize-winning framework, Riskalyze replaces subjective terms like 'conservative' and 'aggressive' with a quantitative Risk Number (score between 1-99).
• Charles Schwab & Co., Inc.coreTechnology or IntegrationCharles Schwab & Co., Inc. serves as the custodian for client accounts. TruNorth discloses nonpublic information to Schwab as necessary to carry out the terms of the Discretionary Investment Management Services Agreement with clients.

Scale indicators1 record

Expansion highlights3 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/trunorth-capital-management-llc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 TruNorth Capital Management