Alexandra Armstrong Financial Services

What Alexandra Armstrong Financial Services does

Alexandra Armstrong Financial Services, LLC is a privately held, fee-based financial planning and investment advisory firm founded in 2017 and headquartered at 1051 Old Henderson Rd, Suite C, Columbus, Ohio. The firm serves two primary client segments — small to medium businesses and families — offering a bifurcated service portfolio. Business Services comprise 401(k) Planning/Implementation/Education, 401(k) Cash Balance Plans, Simple IRA, and SEP IRA offerings. Individual Services comprise Retirement Planning, Estate Planning, Distribution Planning, Asset Management, and College Planning. The firm has 11-50 employees and is registered as an LLC domiciled in Ohio.

The firm operates a sales-led, relationship-driven go-to-market model built on a discovery-based consultation process. There is no proprietary technology platform, no digital self-serve channel, and no disclosed pricing, fee schedule, or rate information; the firm does not publicly disclose revenue, AUM, or client count. Distribution is entirely direct: clients reach the firm via phone or in-person visits to the Columbus headquarters, with office hours limited to Monday–Friday 10am–6pm and Saturday by appointment. Acquisition appears to rely on personal referrals and word-of-mouth rather than any structured digital marketing, given the absence of a career page, social media profiles, and any visible digital funnel.

Revenue mechanics are consistent with a professional services / fee-based advisory model. The company has raised no external funding, has no parent company or institutional investors, and reports no subsidiaries, M&A, partnerships, regulatory actions, or corporate structural moves. The website is built on GoDaddy GoCentral, and no certifications, awards, patents, trademarks, or regulatory credentials are documented in the source data. The firm is positioned as a small, localized, founder-led advisory practice with no visible technology or AI layer, no stated expansion plans, and a constrained regional footprint limited to the Midwest.

Name

Alexandra Armstrong Financial Services

Legal name

Alexandra Armstrong Financial Services, LLC

Website

https://aafsinvest.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Alexandra Armstrong Financial Services, LLC is a fee-based financial planning and investment advisory firm founded in 2017 in Columbus, Ohio, serving small to medium businesses and families with retirement, estate, distribution, asset management, college, and 401(k) planning services delivered in person.

Ownership category

akta.pro rank

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Offices1 record

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. Financial Planning Services: Fee-based financial planning services for small to medium businesses and families, encompassing retirement planning, estate planning, asset management, and educational planning services including 401(k) implementation, IRA accounts, and college planning.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Alexandra Armstrong Financial Services provides fee-based comprehensive financial planning services to small to medium businesses and families. Business Services include 401(k) Planning, Implementation and Education, 401(k) Cash Balance Plans, Simple IRA, and SEP IRA. Individual Services include Retirement Planning, Estate Planning, Distribution Planning, Asset Management, and College Planning. The firm uses a discovery-led, no-pressure consultation model with ongoing follow-up reviews.

Product overview

Alexandra Armstrong Financial Services provides comprehensive financial planning services organized into two main categories: Business Services and Individual Services. The Business Services portfolio includes 401(k) Planning/Implementation/Education, 401(k) Cash Balance Plans, Simple IRA, and SEP IRA offerings for small to medium businesses. The Individual Services include Retirement Planning, Estate Planning, Distribution Planning, Asset Management, and College Planning. The company emphasizes full disclosure and transparency, utilizing a discovery-based approach to create personalized long-term financial plans for clients.

Differentiator

Problem solved

Functional benefit

Products and services

• 401(k) Planning, Implementation, Education Comprehensive 401(k) planning services for small to medium businesses, including implementation support and employee education programs.
• 401(k) Cash Balance Plans Defined benefit plan structure that provides cash balance benefits within a 401(k) framework, offering enhanced retirement savings opportunities for business owners.
• Simple IRA Savings Incentive Match Plan for Employees IRA offering tax-advantaged retirement savings for small businesses with fewer than 100 employees.
• SEP IRA Simplified Employee Pension IRA providing tax-deductible contributions for self-employed individuals and small business owners to fund retirement.
• Retirement Planning Personalized retirement planning services helping individuals define and achieve their retirement goals through long-term financial strategies.
• Estate Planning Strategic planning to preserve and transfer wealth according to individual wishes, including trust design and beneficiary arrangements.
• Distribution Planning Planning services for managing retirement account distributions, including required minimum distributions and tax-efficient withdrawal strategies.
• Asset Management Professional investment management services for managing and growing client assets aligned with individual risk tolerance and financial objectives.
• College Planning Education savings strategies including 529 plans and other vehicles to help families save for higher education expenses.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves2 records

Broad incumbents

• Edward Jones: Large incumbent financial-services firm with a strong local-branch model serving SMB retirement plans and family financial planning. Comparable in target client and local-office distribution, though broader in product set.
• Ameriprise Financial: National financial advisory firm with a strong advisor-led model serving individuals, families, and small businesses on retirement, estate, and wealth planning. Comparable target market and in-person consultation model.
• Northwestern Mutual: Broad financial-services incumbent offering financial planning, retirement, estate, and asset-management services to individuals and businesses. Comparable in client segments and planning focus, but with insurance-heavy product mix.
• Mariner Wealth Advisors: National wealth advisory firm offering financial planning, retirement plan services, and estate planning to individuals, families, and business owners. Comparable service breadth but at enterprise scale.
• Creative Planning: Large national RIA serving both families and business clients with comprehensive financial planning, retirement plan services, and asset management. A scaled version of the same SMB/family dual-track model AAFS operates locally.

Direct peers

• Buckingham Strategic Wealth: Fee-only RIA focused on evidence-based financial planning, asset management, and retirement/estate planning for families. Closely comparable in its fee-based, advice-first approach and full-disclosure positioning.
• Carson Group: RIA and advisor support platform offering financial planning, retirement plan services, and wealth management to individuals and SMBs — directly comparable client mix and service menu, but at significantly larger scale via its advisor partnership model.

Emerging players

• Facet Wealth: Digital-first flat-fee financial planning firm targeting mass-affluent families with retirement, tax, and investment planning. Comparable client segment but competing via a lower-cost, technology-led delivery model.
• Boldin (formerly NewRetirement): Retirement-planning software platform enabling individuals and advisors to model retirement, distribution, and tax-efficient withdrawal strategies. Overlaps with AAFS's retirement and distribution planning services but delivered as a software tool rather than advisory engagement.
• Ellevest: Digital financial planning and investment platform focused on women and families, offering retirement, investing, and goal-based planning. Comparable in financial-planning service set but differentiated by digital delivery.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/alexandra-armstrong-financial-services-llc

Revenue estimate

Valuation estimate

Number of profiles

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 Alexandra Armstrong Financial Services