Family Financial Services

What Family Financial Services does

Family Financial Partners is a privately held, fee-based financial advisory firm founded in 2005 by David E. Smyth and Alexander M. Roig in Lexington, Kentucky. The firm delivers integrated financial planning, retirement planning, legacy/estate planning, tax planning, college planning, and insurance planning services, coordinating with clients' external legal, tax, and accounting professionals. It operates two complementary service models: ongoing fee-based and commission-based advisory engagements for retained clients, and a packaged 'Fee for Plan' system offering five life-stage-specific plans (On Your Own, Tying the Knot, New Arrival, Pre-Retirement, Retirement) at $500-$1,500 each, which lowers entry barriers for younger and lower-net-worth clients.

The firm is supported by a team of 13+ professionals, including 6 Wealth Advisors, with combined experience of 123 years and credentials including CFP and CDFA certifications. Underlying technology is the third-party eMoney wealth management platform, used to centralize accounts and deliver planning outputs; no proprietary AI/ML or custom technology is disclosed. Securities and advisory services are offered through regulated partnerships with The O.N. Equity Sales Company (FINRA broker-dealer) and The O.N. Investment Management Company, and the firm is licensed for insurance and annuity distribution in 13 states (AL, FL, GA, IL, IN, KY, MA, ME, MI, MO, NH, OH, SC, TN).

Customer acquisition is driven primarily by referrals and content marketing — a blog of 100+ educational articles, social media presence, an email newsletter, the 'How to Win' podcast, and a structured referral program. The firm reports serving clients in 36-37 states from a single Lexington headquarters, with no account minimum requirement. Revenue is not publicly disclosed, and the company is not PE- or VC-backed; there are no disclosed funding rounds, acquisitions, or M&A activity. An affiliated 501(c)(3), Family Financial Foundation, was established by the founders in 2010 to support Kentucky charitable causes.

Name

Family Financial Services

Legal name

Family Financial Partners, Inc.

Website

https://familyfinancialpartners.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Family Financial Partners is a Lexington, Kentucky-based, fee-based financial advisory firm serving multi-generational families across 36-37 U.S. states with integrated financial, retirement, legacy, tax, college, and insurance planning, plus five life-stage 'Fee for Plan' packages starting at $500.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Trust, Fiduciary, and Custody Activities (523991)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Based Advisory (FSAEAAAM)

akta.pro secondary industries

Family Office Trust & Fiduciary Services (FSAEAKAF), Philanthropy, Foundations & Grantmaking Advisory (FSAAADAG), Family Office Advisory & Outsourced CIO (OCIO) (FSAAADAC)

Keywords

• Financial planning services
• Retirement income planning
• Wealth management advisory
• Estate legacy planning
• Fee-based financial advisor

Headquarters

HQ city

Lexington

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. Fee-Based Planning (One-Time Packages): Fee for Plan packages offered at flat rates: On Your Own ($500), Tying the Knot ($750), New Arrival ($500), Pre-Retirement ($1,000), Retirement ($1,500). Includes optional add-on services at additional costs. Initial consultation is complimentary.
2. Ongoing Advisory Services: Fee-based or commission-based ongoing advisory account services for clients who engage for continued financial planning and investment management. Fees vary based on portfolio size.
3. Insurance and Annuity Products: Licensed to offer insurance and annuity products in 13 states (AL, FL, GA, IL, IN, KY, MA, ME, MI, MO, NH, OH, SC, TN). Securities offered through The O.N. Equity Sales Company.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Family Financial Services operates as a fee-based financial advisory firm delivering personalized financial planning, retirement planning, legacy/estate planning, tax planning, college planning, and insurance planning to individual families and households. The firm also sells one-time flat-fee "Fee for Plan" packages (On Your Own, Tying the Knot, New Arrival, Pre-Retirement, Retirement) priced $500-$1,500 and is licensed to offer insurance and annuity products across 13 states. Securities are offered through a third-party broker-dealer.

Product overview

Family Financial Partners operates as a financial planning firm offering both ongoing advisory services and a la carte Fee for Plan packages. The core offering consists of six integrated financial planning services: Financial Planning, Retirement Planning, Legacy Planning, Tax Planning, College Planning, and Insurance Planning. These services work together as a unified planning approach where advisors coordinate with clients' legal, tax, and accounting professionals. The firm also offers five distinct Fee for Plan packages (On Your Own at $500, Tying the Knot at $750, New Arrival at $500, Pre-Retirement at $1,000, and Retirement at $1,500) that provide standalone customized financial plans with one year of follow-up services for clients at different life stages. Additionally, the firm produces the How to Win Podcast as an educational content resource.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning
• Retirement Planning
• Legacy Planning
• Tax Planning
• College Planning
• Insurance Planning
• On Your Own Plan
• Tying the Knot Plan
• New Arrival Plan
• Pre-Retirement Plan
• Retirement Plan

Quantifiable outcome

• Average cost to raise a child from birth to age 18 is approximately $235,000 (excluding college)
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• Family Financial FoundationminorOthers · 1 January 2010501(c)(3) nonprofit organization founded by David Smyth and Alex Roig in 2010 to support Kentucky families. Raises awareness and provides financial support to local nonprofits including The Nest, LexCare, Lexington Dream Factory, Christian Appalachian Project, and Jarrett's Joy Cart.
• The O.N. Equity Sales CompanycoreOthersBroker-dealer relationship for securities offerings. Member of FINRA and SIPC. One Financial Way, Cincinnati, OH 45242. Securities offered through this entity for investment products.
• The O.N. Investment Management CompanycoreOthersInvestment advisory services partner. Provides regulatory infrastructure for fee-based investment advisory accounts offered to clients.
• Tax Professionals NetworkcoreStrategic or Co-development PartnerCollaborative network of tax professionals the firm works closely with to provide integrated financial planning. Tax planning coordination is a key component of the overall financial plan. Firm gathers client financial documents and shares with clients' CPAs.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blue Ocean Strategic Capital: Independent fee-based financial advisory firm offering comprehensive financial planning, retirement, tax, and legacy services to families and individuals — directly comparable to Family Financial Partners in service mix, fee-based model, and family-focused positioning.
• Creative Financial Group: Fee-based financial planning and wealth management firm serving individuals, families, and business owners with retirement, estate, and tax planning — operates a comparable advisor-led, fee-transparent model with similar multi-disciplinary planning services.
• Ronald Blue & Co (now known as Capstone): Christian-affiliated fee-only financial advisory firm offering comprehensive financial planning, investment management, tax, and estate services to families — directly comparable in fee-based holistic planning for multi-generational households.

Broad incumbents

• Buckingham Strategic Wealth: Large national fee-only RIA with strong content marketing, academic evidence-based investing approach, and comprehensive financial planning for households — competes with FFP for the same mass-affluent and high-net-worth families but at significantly larger scale.
• Savant Wealth Management: Fee-only RIA providing financial planning, investment management, tax, and estate services to families and individuals — overlaps with FFP in service offerings but serves a larger AUM scale across multiple offices.
• Carson Wealth: National wealth management firm offering financial planning, investment advisory, and tax services to families through a network of advisor partners — comparable in family-focused holistic planning but at much larger scale with institutional backing.
• Mariner Wealth Advisors: Large national PE-backed RIA offering comprehensive financial planning, tax, estate, and investment services — a key consolidator competitor that may acquire smaller firms like FFP or compete for the same family-client segment at scale.
• Fisher Investments: Large investment management firm serving high-net-worth individuals and families with portfolio management and financial planning — represents the institutional-scale competitor for clients graduating from FFP's packages into larger advisory relationships.

Emerging players

• Howard Capital Management: Independent fee-based RIA providing personalized financial planning and investment management for individuals and families — directly comparable service model to FFP with similar focus on comprehensive, advisor-led planning.

Others

• eMoney Advisor (the technology platform itself): Financial planning software platform (owned by Fidelity) used by FFP for client account aggregation and planning — an enabling infrastructure provider rather than direct competitor, but represents the tech stack on which FFP's service delivery depends.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/famfinancial
• Facebookfacebook.com/FamilyFinancialPartners
• LinkedInlinkedin.com/company/family-financial-partners
• Instagraminstagram.com/familyfinancialpartners

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Family Financial Services