Aequus Partners Financial Planning

What Aequus Partners Financial Planning does

Aequus Partners Financial Planning is a privately held, independent financial planning and wealth management firm founded in 2020 and headquartered in Boca Raton, Florida. The firm is co-owned and operated by Yudi Gross and Michael Walstrom, both former financial advisors at Merrill Lynch and Morgan Stanley who left the wirehouse channel to deliver fiduciary advisory services free of product sales incentives. Aequus serves U.S. high-net-worth individuals and families through three subscription-style service tiers defined by account minimums: Foundational Planning ($25K minimum, $49-$99/month subscription), Comprehensive Planning ($1M minimum), and Private Wealth Advisory ($5M minimum), with Stand Alone Services available for clients who prefer individual tools such as Asset Map. Core offerings span financial planning, investment management, risk management/insurance, philanthropic and legacy planning, foundation management, trust review, life advisory, asset aggregation, and family office services, all delivered through a proprietary six-step methodology (Cast Vision, Organize Details, Form a Plan, Explore Opportunities, Take Action, Assess & Improve).

The firm's underlying technology is built on a curated stack of third-party vendor platforms rather than proprietary infrastructure. Client-facing components include the eMoney Client Portal (financial hub with plan, cash flow, and budget views), Wealthscape (Fidelity Clearing & Custody interface), and an in-house Client Hub that aggregates assets across multiple institutions for unified reporting with 24/7 secure access. Operational infrastructure — compliance, due diligence, and back-office support — is provided through a core partnership with Kestra Financial, a platform overseeing more than $130 billion in affiliated firm assets, with Fidelity serving as custodian and Arden Trust Services providing trust and real estate overlays for the top tier.

Aequus generates revenue primarily through recurring advisory fees, structured as monthly subscriptions in the Foundational tier and annual retainers in the Comprehensive and Private Wealth tiers, with implied asset-based management fees layered on for investment management. Go-to-market is sales-led and high-touch: leads originate from community involvement (Rotary Club, Jewish Federation), referral networks, and content-driven thought leadership via the firm's Learning Center blog and social channels. The firm reported 1-10 employees, with 3 named individuals (2 co-founder advisors and 1 Client Experience Manager hired in 2022), and focuses its geographic footprint on the Southeastern United States.

Name

Aequus Partners Financial Planning

Legal name

Aequus Partners Financial Group

Website

https://aequusplanning.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Aequus Partners Financial Planning is an independent, fiduciary wealth management firm in Boca Raton, Florida, serving U.S. high-net-worth individuals and families through tiered subscription advisory, investment management, and financial planning services powered by eMoney, Wealthscape, and the Kestra Financial platform.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Planning

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industries

Private Client/High-Net-Worth Advisory (FSAEAAAN), Business Owner & Executive Financial Planning (FSAEAAAO), Family Wealth & Multi-Generational Planning RIAs (HNW/UHNW-lite) (FSAAACAH), Estate & Legacy Planning Advisory (FSAEAAAG)

Keywords

• Financial planning services
• Wealth management advisory
• Retirement planning
• Investment management
• Fiduciary financial advisor

Headquarters

HQ city

Boca Raton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning Advisory Fees: Tiered subscription-based advisory fees consisting of initial setup costs and ongoing monthly/quarterly retainer charges. Three service tiers with account minimums ranging from $25K to $5M.
2. Asset-Based Management: Implied through account minimum structure and comprehensive planning services. Firms with $130B+ in assets under management (Kestra Financial) partner with Aequus.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Aequus Partners Financial Planning is an independent, fiduciary wealth management firm that delivers tiered comprehensive financial planning and investment management to high-net-worth individuals and families. Core offerings span a Foundational Planning tier ($25K minimum), an Aequus Advantage Comprehensive Planning tier ($1M minimum), and an Aequus Advantage Private Wealth Advisory tier ($5M minimum), with supplemental services including Investment Management, Risk Management/Insurance, Philanthropic & Legacy Planning, Foundation Management, Trust Review, and Family Office Services, all delivered through the firm's six-step proprietary Aequus Planning Process.

Product overview

Aequus Partners Financial Planning is a wealth management firm offering a tiered suite of services centered on comprehensive financial planning and investment management. The core offerings include three main tiers: Foundational Planning ($2,500 setup, $49-99/month, $25K minimum), Aequus Advantage Comprehensive Planning ($1M minimum), and Aequus Advantage Private Wealth Advisory ($5M minimum), with Stand Alone Services available for those wanting individual tools like Asset Map. The firm also delivers specialized services including Financial Planning, Investment Management, Risk Management/Insurance, Philanthropic & Legacy Planning, Foundation Management, Trust Review & Services, Life Advisory, Asset Aggregation & Reporting, and Family Office Services. All services are delivered through the Aequus Planning Process—a six-step methodology encompassing Cast Vision, Organize Details, Form a Plan, Explore Opportunities, Take Action, and Assess & Improve.

Differentiator

Problem solved

Functional benefit

Products and services

• Foundational Planning Entry-level comprehensive financial planning service covering cash flow, net worth, retirement goals, retirement distribution strategy, tax efficiency review, custom portfolios, trust and will review, insurance review, risk management, and ongoing plan monitoring; priced at a $2,500 initial setup plus $49–$99 per month with a $25K account minimum.
• Aequus Advantage Comprehensive Planning Full-service comprehensive financial planning with unlimited goals planning, philanthropic review, liquidity event/business planning, estate plan and review, educational retreat, annual tax review, quarterly meetings, account consolidation and oversight, and liability management; complimentary initial setup with a $1M account minimum.
• Aequus Advantage Private Wealth Advisory Ultra-high-net-worth wealth advisory tier including behavioral finance assessment and coaching (four sessions), real estate management through Arden Trust Services, an educational retreat, and additional trust services; account minimum of $5M.
• Financial Planning Comprehensive financial planning addressing all client needs from goals to cash flow to legacy planning, delivered by Certified Financial Planner professionals.
• Investment Management Portfolio allocation aligned with client financial plans, focused on downside risk, wealth preservation, and appreciation using institutional-style strategies.
• Risk Management (Insurance Solutions) Insurance solutions designed to minimize risk to client financial well-being from unexpected life events.
• Philanthropic & Legacy Planning Donor-advised funds, philanthropy review, and helping clients find organizations aligned with their values.
• Foundation Management Planning and investment services for foundations, cash management solutions, and donor and development education to help foundations grow organically and expand their donor base.
• Trust Review & Services Review of current trust and legacy documents, coordination with estate professionals, and access to corporate trustee services through Kestra and Fidelity.
• Life Advisory Holistic life management services including travel planning, home purchases, and business transactions, leveraging the firm's network to meet client needs beyond investment management.
• Asset Aggregation & Reporting Technology-enabled aggregation of all client assets and investments in a Client Hub, providing complete transparency across multiple banks, investment houses, and platforms.
• Family Office Services Comprehensive planning and reporting creating a family office structure for clients, including bill pay, asset management, and diligence on best-in-class managers for public and private markets.
• Stand Alone Services Individual services for clients just starting out or preferring to handle finances in-house, including planning tools such as Asset Map.
• Aequus Planning Process The firm's proprietary six-step methodology for delivering financial planning engagements: Cast Vision (storytelling and goal setting), Organize Details (financial data aggregation with 24/7 secure access), Form a Plan (comprehensive analysis), Explore Opportunities (recommendation presentation), Take Action (implementation with strategy and timeline), and Assess & Improve (ongoing monitoring and adjustments).

Quantifiable outcome

• Comprehensive planning process enabling clients to feel calm, clearly see the path forward, and feel confident in their future

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Kestra FinancialcoreStrategic or Co-development PartnerAequus partners with Kestra Financial for compliance, due diligence, and back-office support. Kestra Financial oversees more than $130 billion in independent firm's assets, providing Aequus with institutional-quality infrastructure while maintaining their independent boutique model.
• FidelitycoreTechnology or IntegrationFidelity serves as the custodian for client assets. A private company with trillions of dollars of assets under supervision, Fidelity provides institutional-grade custody and clearing services for Aequus client portfolios.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Creative Planning: Large fee-only RIA offering comprehensive financial planning, investment management, and family-office services to HNW and UHNW clients. Comparable because both lead with fiduciary, planning-first delivery and tiered service offerings to HNW households, though Creative Planning operates at national scale.
• Carson Group: Partner-owned RIA platform providing financial advisors with compliance, technology, and investment support to serve HNW clients. Comparable because both leverage a partner-platform model to deliver fiduciary planning-led advice, though Carson operates with hundreds of partner firms nationwide.
• HighTower Advisors: National RIA platform supporting independent advisors serving HNW and UHNW clients with comprehensive planning and wealth management. Comparable because both deliver fee-only fiduciary advice to HNW households via a boutique-with-infrastructure model, though HighTower operates at significantly greater scale.
• Edelman Financial Engines: One of the largest independent RIAs, providing financial planning and investment management to a broad HNW client base. Comparable because both compete for HNW households seeking fee-only fiduciary advice, though Edelman operates at significantly greater scale and offers more digital tools.
• Mercer Advisors: National RIA providing comprehensive financial planning, investment management, and family-office services to HNW clients. Comparable because both compete for HNW households seeking holistic, fee-only advice, though Mercer is a much larger multi-region firm with significantly deeper resources.
• Kestra Financial: Independent broker-dealer and RIA platform that provides Aequus with compliance, due diligence, and back-office infrastructure while overseeing $130B+ in independent-firm assets. Comparable because both serve independent financial advisors targeting HNW clients, though Kestra operates as a broad platform rather than a single practice.
• Sanctuary Wealth: Partner-owned platform supporting independent HNW advisory practices with compliance, technology, and investment infrastructure. Comparable because both operate as independent wealth practices partnering with a larger platform for back-office and custody, similar to Aequus's Kestra/Fidelity structure.
• Northwestern Mutual: Large financial services firm offering financial planning, investment, and insurance solutions to a broad HNW client base. Comparable because both compete for HNW households needing integrated financial planning and risk management, though Northwestern Mutual is a far larger diversified carrier-led firm.
• Mariner Wealth Advisors: Large national RIA serving HNW and UHNW clients with financial planning, investment management, and family-office solutions. Comparable because both compete in the fiduciary planning-led HNW space with concierge service models, though Mariner operates with hundreds of advisors nationally.

Emerging players

• Facet Wealth: Tech-enabled, flat-fee RIA delivering comprehensive financial planning to mass-affluent and HNW clients nationally. Comparable because both target HNW households with planning-led fiduciary models and tiered subscription-style pricing, though Facet operates digitally at much larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/ygross
• Facebookfacebook.com/aequusplanning
• LinkedInlinkedin.com/company/aequus-partners

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Aequus Partners Financial Planning