Woodard and Company

What Woodard and Company does

Woodard & Company Asset Management Group, Inc. is an independent, fee-only fiduciary Registered Investment Advisor founded in March 1985 by John B. Woodard, Jr. in Winston-Salem, North Carolina. The firm manages discretionary investment portfolios for high-net-worth individuals and families as well as institutional clients (endowments, foundations, pension and profit-sharing plans, and 401(k) plans), with over $1 billion in client assets served across 32 states and a handful of other countries from its purpose-built headquarters in Bermuda Run, NC. The firm is privately held, family-owned (John B. Woodard, Jr. as President; Joan Woodard, CPA as CFO; John Woodard III as next-generation advisor), and registered with the SEC (CRD# 108199).

The firm's core offering comprises two complementary investment strategies: Tactical Asset Allocation, a multi-asset framework built from no-load institutional-class mutual funds and ETFs that is continuously reviewed and tactically reallocated by the Investment Committee; and the Market Leaders Portfolio, a concentrated equity strategy of 20–50 blue-chip names that is generally sector-neutral to the S&P 500 with emphasis on long holding periods. All investment decisions are made collectively by an Investment Committee that meets twice weekly, supported by a Daily Macro Briefing drawn from Bloomberg, FactSet, Morningstar, Value Line, S&P, Fidelity Institutional, Yardeni Research, Goldman Sachs, Fidelity, Nuveen, T. Rowe Price, StreetAccount, and Dow Jones Newswires. Claude (Anthropic) is used in a supplementary capacity within the research process. Complimentary financial planning (retirement, lifestyle, tax-efficient strategy, estate coordination) and a Wealth Transfer Guide are bundled with investment management. Custody is held independently at Fidelity Institutional, with the firm explicitly not affiliated and receiving no compensation from Fidelity.

Revenue is generated solely through a tiered advisory fee billed quarterly in advance as a percentage of AUM (1.00% on the first $1M, declining to 0.70% above $4M), with a $250,000 account minimum. The firm accepts no commissions, trailing fees, revenue-sharing, soft-dollar arrangements, referral payments, or insurance/annuity commissions. Go-to-market is direct and relationship-based — prospective clients 'request an introduction' via the website or phone — supported by a podcast, monthly newsletter, quarterly committee newsletter, library-based educational seminars (Wealth Unlocked, Legacy Builders, Retirement Mastery), the Women Talk Money panel series, and community events such as the Cheers! gala and upcoming Brenner Children's 5K for Brenner Children's Hospital. There are no channel partners, paid digital advertising, or reseller arrangements.

Name

Woodard and Company

Legal name

Woodard & Company Asset Management Group, Inc.

Website

https://wcamg.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Woodard & Company is a fee-only fiduciary Registered Investment Advisor managing over $1 billion for high-net-worth individuals, families, and institutions via an Investment Committee-driven model, primarily in the North Carolina Piedmont Triad and across 32 states.

Ownership category

akta.pro rank

Product category

Investment Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Based Advisory (FSAEAAAM)

akta.pro secondary industries

Discretionary Portfolio Management (Retail) (FSAAAAAH), Business Owner & Executive Financial Planning (FSAEAAAO), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

Keywords

• Registered investment advisor
• Wealth management services
• Tactical asset allocation
• Retirement plan advisory
• Fiduciary financial planning

Headquarters

HQ city

Greensboro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Advisory Fee — Assets Under Management (AUM): Woodard & Company's sole revenue stream is a tiered advisory fee calculated as a percentage of the assets under management, charged quarterly in advance. The fee is the only compensation the firm accepts — no commissions, no trailing fees, no sales loads, no revenue-sharing from fund companies, no soft-dollar arrangements, no referral payments, and no insurance or annuity commissions. The firm's economics are structurally aligned with client outcomes: as client assets grow, the firm's revenue grows, and vice versa.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Woodard & Company provides fee-only discretionary asset management for individuals, families, and institutions through two complementary strategies: Tactical Asset Allocation (a continuously reviewed multi-asset framework using institutional class mutual funds and ETFs) and the Market Leaders Portfolio (a concentrated portfolio of 20–50 blue-chip equities). The firm also delivers complimentary lifestyle and financial planning covering retirement, tax-efficient strategy, and estate coordination, plus institutional services for endowments, foundations, pension and profit-sharing plans, and 401(k) plan advisory. All investment decisions are made collectively by the firm's Investment Committee rather than any individual advisor.

Product overview

Woodard & Company Asset Management Group, Inc. is a fee-only fiduciary Registered Investment Advisor offering investment management services primarily through two complementary portfolio strategies: Tactical Asset Allocation (a diversified multi-asset framework using institutional class mutual funds and ETFs with continuous tactical reallocation) and the Market Leaders Portfolio (a concentrated equity portfolio of 20-50 blue-chip stocks). The firm provides comprehensive financial planning services as a complimentary addition to investment management, including lifestyle planning, tax-efficient retirement strategies, and estate coordination. Additional offerings include institutional services for endowments and retirement plans, the Generational Investors podcast, The Running Thesis monthly newsletter, the Wealth Transfer Guide, and community educational seminars. The firm's Investment Committee makes all decisions collectively, meeting twice weekly to review portfolios and market conditions.

Differentiator

Problem solved

Functional benefit

Products and services

• Tactical Asset Allocation Discretionary investment management service that constructs diversified portfolios across stocks, bonds, and other asset classes using institutional class no-load mutual funds and ETFs based on each client's risk profile and objectives. The Investment Committee continuously reviews and tactically reallocates positions in response to material changes in market and economic conditions rather than short-term volatility.
• Market Leaders Portfolio Discretionary equity portfolio management service holding approximately 20–50 blue-chip equities that are predominantly large-cap and generally sector-neutral to the S&P 500, with emphasis on long-term holding periods and minimization of taxable events. Selection is guided by the Investment Committee's top-down process focusing on businesses that lead their categories.
• Individual Services Personalized discretionary asset management for individuals and families, with tailored investment strategies reflecting each client's objectives, risk tolerance, and circumstances, supported by the firm's complimentary financial planning and direct custody at Fidelity Institutional.
• Institutional Services Discretionary investment management and advisory services for endowments, foundations, pension and profit-sharing plans, and 401(k) plans, including plan design, investment lineup selection, fiduciary governance oversight, and participant education, leveraging the firm's committee-based Investment Committee process suited to institutional oversight requirements and long horizons.
• Lifestyle & Financial Planning Comprehensive planning service offered as a complimentary addition to investment management, addressing retirement, tax-efficient income strategy, lifestyle goals (second homes, sabbaticals, career transitions), and estate coordination as integrated components of the client's portfolio.

Quantifiable outcome

• Over $1 billion in client assets managed
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and featured.

• Fidelity InstitutionalcoreOthersFidelity Institutional serves as Woodard & Company's independent qualified custodian of client assets, as required under the Investment Advisers Act of 1940. Client assets are held in direct custody with Fidelity, which generates and delivers monthly account statements directly to clients independent of the firm. The firm pays custodial expenses and trading charges on behalf of clients within its wrap fee program. The relationship is explicitly described as non-affiliated: Woodard & Company is independent, receives no compensation, revenue-sharing, soft-dollar arrangements, or incentives from Fidelity, and Fidelity-branded funds compete on the same merits as all other fund managers in the firm's selection process. Woodard & Company states that if the Investment Committee concluded Fidelity was no longer the best custodian for clients, the firm would utilize a different platform.
• H&H Investment Planners, Inc.coreStrategic or Co-development PartnerH&H Investment Planners, Inc. acts as a sub-advisor to Woodard & Company. Steve Hungerford is an investment advisor representative for H&H Investment Planners and serves as an investment counselor and member of Woodard & Company's Investment Committee, responsible for portfolio strategy, fund selection and analysis, and implementing the asset allocation decisions of the Investment Committee. Stan Hungerford is Vice-President of H&H Investment Planners and handles portfolio reporting and distribution processing for the sub-advisory relationship. Steve and Dr. Larry Hungerford co-authored the book 'Sector Investing' published by McGraw-Hill.
• Brenner Children's HospitalfeaturedOthersBrenner Children's Hospital is described as a cornerstone cause for the Woodard family and the firm. The firm has been a longstanding sponsor of the Cheers! annual gala. In 2024, the Woodard family served on the committee. In 2025, the Woodard family served as Co-Chairs of the Cheers! event. In Spring 2027, Woodard & Company plans to host the inaugural Brenner Children's 5K and one-mile fun run, with all proceeds benefiting the hospital. This is a philanthropic/community partnership rather than a commercial one.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Homrich Berg: Fee-only RIA managing approximately $10B+ for HNW individuals, families, and institutions. Comparable in fee-only fiduciary structure and multi-client-segment approach (individual + institutional).
• Fiducient Advisors: Independent investment advisory firm providing investment management and consulting to institutional clients including endowments, foundations, and retirement plans. Closely comparable on institutional advisory focus and committee-driven portfolio construction.
• Buckingham Strategic Wealth: A fee-only RIA of comparable mid-market size offering discretionary portfolio management, financial planning, and institutional services through a team-based investment process. Closely mirrors Woodard's fee-only fiduciary model and HNW/institutional client mix.
• Mariner Wealth Advisors: Mid-sized fee-based RIA providing comprehensive wealth advisory, tax, estate, and institutional services to HNW families and institutions. Comparable in service breadth and integrated planning offering, though materially larger in AUM and headcount.
• Wescott Financial Advisory Group: Fee-only RIA of similar boutique scale providing investment management and financial planning to HNW individuals and institutions. Closely comparable on fee-only purity, committee-based process, and integrated planning offering.
• Modera Wealth Management: Fee-only RIA of comparable boutique size focused on HNW individuals, families, and non-profit/institutional clients. Directly comparable on fee-only model, multi-generational focus, and committee-driven investment process.
• Plante Moran Financial Advisors: Fee-only wealth management firm providing investment advisory, financial planning, and institutional consulting to HNW clients, foundations, and retirement plans. Comparable in fee-only structure and institutional/individual dual-segment approach.
• Carson Group: RIA platform serving HNW individuals, families, and institutions with financial planning, investment management, and business advisory services. Comparable in fee-based advisor model and institutional capabilities, though operating as a larger partnership network.

Broad incumbents

• Edelman Financial Engines: One of the largest independent RIAs in the U.S. offering fee-only wealth management, financial planning, and 401(k) advisory. Comparable on fee-only structure and institutional retirement plan services, but vastly larger and more diversified.
• Brown Brothers Harriman — Wealth Management: Long-established private bank and wealth manager providing discretionary portfolio management and advisory services to HNW families and institutions. Comparable on fee-based advisory, multi-generational client focus, and team-based portfolio oversight, though operating at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@TheGenerationalInvestors

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 Woodard and Company