Bair Financial Planning

What Bair Financial Planning does

Bair Financial Planning is an independent, fee-based fiduciary financial planning and investment management firm headquartered in San Diego, California, founded in 1992 by President Marci Bair. The firm serves women in leadership, LGBTQ+ families, business owners, and non-profit/foundation clients on a national basis from a single San Diego office (7676 Hazard Center Drive, Suite 1050), delivering services via both in-person and Zoom-based consultations. Client onboarding requires a $500K minimum for investment management, and the firm structures engagement through a documented 6-stage financial planning process with progress reviews at 3, 6, and 12 month intervals.

The firm's core offerings are Comprehensive Financial Planning (covering retirement, tax, estate, investment, insurance, and cash flow), Investment Management built on WCG model portfolios using a core-satellite approach and modern portfolio theory, and High Impact Portfolios (HIP), a sustainable/ESG-aligned investment product. Operational technology is limited to eMoney for client financial dashboards and LPL AccountView for investment account statements; custodianship and brokerage run through LPL Financial, while investment strategy support comes from The Wealth Consulting Group (WCG) partnership established in 2014.

The revenue model is fee-only and recurring, with advisory fees on a sliding scale from 1.25% for $500K–$999K AUM down to 0.70% or below at $15M+, and financial planning fees of $3,000–$6,000 (waived for clients with $1M+ investable assets). The firm is led by Marci Bair (President, CFP®) and Victor Orozco (Managing Partner, CFP®, CSRIC®), supported by a team of roughly 10–11 personnel including directors across client operations, retirement plans, trading and research, and an Advisor Resource Center.

Name

Bair Financial Planning

Legal name

Bair Financial Planning

Website

https://bairfinancialplanning.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Bair Financial Planning is an independent, fee-based fiduciary RIA in San Diego offering comprehensive financial planning and investment management to HNW women in leadership, LGBTQ+ families, business owners, and non-profits nationwide, with a $500K investment minimum and ESG-aligned High Impact Portfolios.

Ownership category

akta.pro rank

Product category

Wealth Management & Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro industry

PRIMARYFSAEAAAA

Comprehensive Financial Planning

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Investment Advisory & Financial Planning

Keywords

• Financial planning services
• Investment management
• Wealth management
• Retirement planning
• Sustainable investing

Headquarters

HQ city

San Diego

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. Financial Planning Fees: One-time flat fixed fee or hourly basis for comprehensive financial planning services not involving investment management. Financial planning fees range from $4,000-$6,000 for plan-only services, or $3,000-$5,000 when combined with investment management for assets under $1 million.
2. Investment Advisory Fees: Annual advisory fee on a sliding scale based on investment assets under management. Fee tiers range from 1.25% for $500K-$999K to 0.70% or below for $15M+ assets. Financial planning fees are waived for clients with $1M+ in investable assets.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Bair Financial Planning is an independent, fee-based, fiduciary advisory firm that delivers comprehensive financial planning and ongoing investment management for individuals, business owners, and non-profit organizations. Its offerings center on a 360-degree planning process combined with customized portfolio management—including a specialized High Impact Portfolios (HIP) sustainable/impact investing solution—served through in-person and virtual (Zoom) engagements with a $500,000 minimum investable asset requirement.

Product overview

Bair Financial Planning operates as a fee-based independent financial planning firm offering a unified service model centered on comprehensive financial planning and investment management. The core offerings include Comprehensive Financial Planning (addressing retirement, tax, estate, investment, insurance, and cash flow needs), Investment Management utilizing WCG model portfolios with a core-satellite approach, and High Impact Portfolios (HIP) for sustainable/ESG-focused investing. Additional services include Foundations & Non-Profit Wealth Management. The financial planning process follows a structured 6-stage methodology with ongoing progress reviews, while the investment management process includes account onboarding, proposal development, and annual reviews. All services are fee-based with no commissions, and the firm serves as a fiduciary.

Differentiator

Problem solved

Functional benefit

Brands

• High Impact Portfolios: Sustainable investment portfolios designed with sustainability and advocacy in mind, aligning client investments with their social and environmental values. HIPs are comprised of stocks, bonds, mutual funds, and ETFs pursuing competitive returns while making a positive impact on society and the environment.

Products and services

• Comprehensive Financial Planning
• Investment Management
• High Impact Portfolios (HIP)
• Foundations & Non-Profit Wealth Management

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• The Wealth Consulting Group (WCG)coreStrategic or Co-development Partner · 1 January 2014Bair Financial Planning partnered with The Wealth Consulting Group (WCG) in 2014 to provide additional resources for clients. WCG is a boutique wealth management firm offering comprehensive services, talent, and national resources since 1995. Victor Orozco is a member of WCG's Investment Strategy Committee and Marci Bair is a member of the Practice Management Committee.
• LPL FinancialcoreTechnology or IntegrationLPL Financial (Nasdaq: LPLA) is a leading RIA custodian supporting nearly 22,000 financial advisors and 800 institution-based investment programs. LPL provides custodial services for investment accounts, technology platforms including AccountView, and operates as a Fortune 500 company as of June 2021. Marci Bair and Victor Orozco are registered representatives with LPL Financial.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Trillium Asset Management: Independent, values-driven investment firm specializing in ESG and impact investing for individuals, foundations, and institutions. Direct peer in the sustainable/impact portfolio space that Bair's High Impact Portfolios target.
• Facet Wealth: Flat-fee financial planning firm serving a national client base with a tech-enabled advisor network. Targets similar HNW and mass-affluent personas with transparent pricing, competing for the same fee-based planning wallet share.
• Ellevest: Digital financial planning and investment platform purpose-built for women, including career-specific planning (business owners, leadership). Directly competes for Bair's 'Women in Leadership' segment with a more tech-driven delivery model.
• Modera Wealth Management: Fee-only, independent financial planning firm of comparable size focused on comprehensive planning for individuals and families. Operates with a similar small-team RIA model and offers values-aligned planning, making it a close structural analog to Bair.

Broad incumbents

• Edelman Financial Engines: Large-scale fee-based financial planning firm providing comprehensive advice to mass-affluent and HNW households. Competes for the same planning-and-investment-management client relationships, though it does so through employer-sponsored channels at scale.
• Carson Group / Carson Wealth: Large RIA roll-up and partner firm offering comprehensive financial planning, investment management, and advisor support services. Comparable fee-based planning model with much larger scale and a similar target HNW client base.
• Creative Planning: One of the largest independent fee-only RIAs in the U.S., offering comprehensive financial planning, investment management, and wealth services. Operates in the same fiduciary, fee-based model space as Bair but at vastly greater scale (>$100B AUM).
• Northwest Mutual / Wealth Management RIAs: Large traditional wealth management and insurance provider that has expanded into fee-based financial planning. Competes for the same HNW client relationships through a hybrid (commission + fee) model rather than pure fee-only fiduciary.

Emerging players

• Holistic Investment Advisors: Independent RIA focused on values-aligned, sustainable investing with ESG screening. Similar size and target client profile to Bair, with emphasis on impact portfolios for HNW individuals and families.
• Pride Financial Group / LGBTQ-focused RIAs: A small set of niche RIAs and advisor networks explicitly serving the LGBTQ+ community, including partnerships with NGLCC. Closest direct competitor to Bair's LGBTQ+ Families segment; an emerging but fragmented peer set.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/bairfinancial
• Facebookfacebook.com/bairfinancialplanning

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Bair Financial Planning