Greenleaf Financial Group
- Company typePrivate
- Founded-
- HeadquartersCarmel, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
Greenleaf Financial Group firmographics
Firmographics- Name
- Greenleaf Financial Group
- Legal name
- Greenleaf Financial Group, LLC
- Website
- https://greenleaf-fg.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Greenleaf Financial Group industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Institutional Consulting RIAs (OCIO/Endowments/Foundations/Pensions) (FSAAACAG)
Keywords
Where Greenleaf Financial Group is headquartered
LocationHeadquarters
- HQ city
- Carmel
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Greenleaf Financial Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Assets Under Management (AUM) Fees: The firm charges an annual fee based on assets under management. Investment management fee is 0.90% for the first $500,000, 0.50% on amounts above $500,000, and 0.50% on all assets after two years for clients with $1 million or more. Additional fee reductions are provided for clients with $2 million or $3 million in assets under management. This is a pay-as-you-go format with no upfront charges, penalties, or surrender fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard tier: 0.90% for first $500,000 AUM |
| Subscription | Annual | Scale tier: 0.50% on amounts above $500,000 |
| Subscription | Annual | Preferred tier: 0.50% on all assets after two years for $1M+ clients |
| Subscription | Annual | High-net-worth tier: Additional reductions for $2M+ and $3M+ AUM |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels4 records
Greenleaf Financial Group product offering
Product offeringCore offering
Greenleaf Financial Group is an independent, fee-only Registered Investment Advisor providing customized investment management and integrated financial planning for high-net-worth individuals and families. The firm manages portfolios using no-load mutual funds and exchange-traded funds with active and passive strategies, with all client accounts custodied at Fidelity Investments. It oversees more than $112 million in client assets and serves specialized client segments including retirees, pre-retirees, mid-career professionals, young professionals, and values-based investors.
Product overview
Greenleaf Financial Group offers fee-only investment management and integrated financial planning services as a unified offering, distinguished by persistent research and critical thinking. The core service encompasses investment management with customized portfolio construction, ongoing monitoring, and rebalancing using no-load mutual funds and exchange-traded funds. Financial planning complements the investment service, addressing retirement, estate, tax, and insurance planning. Client segments are served through specialized investment management modules: Retirees, Pre-Retirees, Mid-Career Professionals, and Young Professionals. An additional service module, Green Your Green, provides sustainable and impact investing options. The firm operates on a fee-only basis with assets under management exceeding $112 million.
Differentiator
Problem solved
Functional benefit
Companies that use Greenleaf Financial Group
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
Greenleaf Financial Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Greenleaf Financial Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Fidelity InvestmentscoreFidelity Investments serves as the independent custodian for all client accounts. They provide monthly statements, year-end tax documents, and 24-hour online account access. The firm chose Fidelity for its independence and reliability as a custodian.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Greenleaf Financial Group competitors and assessment
Company assessmentDirect peers
- Personal Capital (Empower Personal Dashboard): Now part of Empower Retirement, Personal Capital combines digital wealth management tools with human advisory services for HNW investors ($100K+). Targets a similar tech-enabled, fee-based advisory niche and competes for the same mass-affluent-to-HNW segment Greenleaf serves.
Emerging players
- Betterment: A leading robo-advisor now offering premium tier with access to CFP professionals. Competes with Greenleaf for the younger, digitally native end of Greenleaf's client base (Mid-Career and Young Professionals) at substantially lower price points.
- Facet Wealth: Tech-enabled flat-fee RIA pairing clients with CFP professionals for ongoing advice. Targets the same HNW segment as Greenleaf with a virtual, lower-cost delivery model — a credible competitor particularly for younger clients comfortable with remote advice.
- Wealthfront: Automated investment advisory offering portfolio management and financial planning tools targeting tech-savvy professionals. A direct digital alternative for Greenleaf's Mid-Career segment, especially as it expands into private credit and alternative investments.
Broad incumbents
- Edelman Financial Engines: One of the largest independent RIAs in the U.S., combining digital advice with dedicated advisor relationships. Targets mass-affluent and HNW investors nationwide with similar fee-based, planning-centric services as Greenleaf but at far greater scale.
- Fidelity Wealth Services (Fidelity Personal Investing): Fidelity's wealth management division and crucially the custodian for Greenleaf's client accounts. Offers dedicated advisor relationships and integrated financial planning, often at lower headline fees, and is the most natural in-platform competitor for Greenleaf's existing book.
- Vanguard Personal Advisor Services: Vanguard's hybrid robo-plus-human advisory service offering personalized portfolio management at industry-low fees (typically ~0.30%). Directly competes with Greenleaf in the HNW and mass-affluent segment but competes primarily on price and scale rather than deep fiduciary relationships.
- Carson Group: Large RIA platform serving advisors and their clients through partner firms. Competes indirectly by providing turnkey operations, technology, and compliance support to smaller RIAs — both a competitor and a potential acquirer profile for firms like Greenleaf.
- Mariner Wealth Advisors: Large national RIA platform actively consolidating smaller fiduciary firms. Competes with Greenleaf by acquiring comparable fee-only RIAs and providing integrated services at scale — also a credible acquirer profile for Greenleaf over time.
- Charles Schwab Intelligent Portfolios Premium: Schwab's hybrid advisory offering combining automated portfolios with access to CFP-certified planners. Targets the same mass-affluent and HNW retail investor pool as Greenleaf with similar integrated planning services but at lower fees and with greater scale.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Greenleaf Financial Group social profiles
Digital presenceGreenleaf Financial Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greenleaf Financial Group leadership team
Management profileNumber of profiles
Profiles2 records
Greenleaf Financial Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greenleaf Financial Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Greenleaf Financial Group
What does Greenleaf Financial Group do?
Greenleaf Financial Group is an independent, fee-only Registered Investment Advisor providing customized investment management and integrated financial planning for high-net-worth individuals and families. The firm manages portfolios using no-load mutual funds and exchange-traded funds with active and passive strategies, with all client accounts custodied at Fidelity Investments. It oversees more than $112 million in client assets and serves specialized client segments including retirees, pre-retirees, mid-career professionals, young professionals, and values-based investors.
Is Greenleaf Financial Group a public or private company?
Greenleaf Financial Group is a private company. It is classified as management employee owned and is currently operating.
When was Greenleaf Financial Group founded?
Greenleaf Financial Group was founded in -1. It employs 1 to 10 people.
Where is Greenleaf Financial Group based?
Greenleaf Financial Group is headquartered in Carmel, United States, in the North America region.
How does Greenleaf Financial Group make money?
One revenue line is on record: assets Under Management (AUM) Fees.
Who are Greenleaf Financial Group's main competitors?
Personal Capital (Empower Personal Dashboard) is listed as a direct peer. Emerging players are Betterment, Facet Wealth and Wealthfront. Broad incumbents are Edelman Financial Engines, Fidelity Wealth Services (Fidelity Personal Investing), Vanguard Personal Advisor Services, Carson Group, Mariner Wealth Advisors and Charles Schwab Intelligent Portfolios Premium.
Does Greenleaf Financial Group have an API?
No public API is recorded for Greenleaf Financial Group.
What industry is Greenleaf Financial Group in?
Greenleaf Financial Group's product category is Wealth Management. Its primary akta.pro industry code is FSAAACAG, Institutional Consulting RIAs (OCIO/Endowments/Foundations/Pensions). Its NAICS code is 523940 and its SIC code is 6282.