Guiding Wealth Management

What Guiding Wealth Management does

Guiding Wealth Management is a fee-only, fiduciary registered investment advisory firm based in Richardson, Texas, that delivers holistic financial planning and ongoing investment management to individuals and families across the United States. The firm offers two product tiers: a full-service package combining an initial financial plan (priced from $5,500) with recurring AUM-based investment management starting at 1%, and a standalone one-time financial plan (from $5,500) for clients not yet ready to delegate asset management. Services span retirement, tax, estate, insurance, charitable, and cash-flow planning, and are delivered either in-person in Richardson or virtually nationwide via secure meetings.

The firm does not disclose proprietary technology; its differentiation rests on advisor expertise, the fee-only fiduciary model (legally required to act in clients' interest), and a client-centered planning methodology. Distribution is primarily sales-led through a free 30-minute discovery call, with a marketing engine built on thought-leadership content (blog, Motley Fool podcast appearances), earned media across Barron's, InvestmentNews, ThinkAdvisor, D Magazine and others, and active social media. Founder Hannah Moore, CFP, founded the firm (date noted as 2013 in firmographic data; company-history sources reference 2019) and also operates Amplified Planning, an adjacent financial-planning education and training program recognized with an InvestmentNews Excellence in Gender, Diversity & Inclusion award in 2025.

The business model is a hybrid of upfront planning fees and recurring AUM-based management fees, generating diversified revenue across a mass-affluent client base rather than concentrated institutional accounts. The team is small (1-10 employees, distributed across Texas, Indiana, and Vermont), enabling national virtual reach without a multi-office footprint. Guiding Wealth is a privately held, founder-owned firm with no external funding, no parent company, and no disclosed M&A activity.

Name

Guiding Wealth Management

Legal name

Guiding Wealth, LLC

Website

https://guidingwealth.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Guiding Wealth Management is a fee-only fiduciary RIA in Richardson, Texas, delivering holistic financial planning and AUM-based investment management to individuals and families across the U.S. through full-service and standalone plan offerings, led by founder Hannah Moore, CFP.

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 primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industry

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Fee-only financial planning
• Wealth management services
• Investment management
• Retirement planning
• Fiduciary advisory

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning Fees: Initial financial planning engagement fees for full-service clients, with standalone financial plans also available at flat rates starting at $5,500. These are one-time or initial engagement fees for creating comprehensive financial plans.
2. Investment Management (AUM Fees): Ongoing investment management fees calculated as a percentage of assets under management (AUM), starting at 1% and decreasing for larger portfolios. This is an ongoing recurring revenue stream tied to the market value of client assets.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Guiding Wealth Management is a fee-only registered investment advisory firm that provides two core services: (1) full-service Financial Planning & Wealth Management — a holistic, ongoing engagement combining customized financial planning with active investment management (asset-based fees starting at 1% of AUM) covering retirement, tax, estate, insurance, charitable, and debt planning; and (2) standalone One-Time Financial Plans — an affordable, single-engagement plan-creation service starting at $5,500 that delivers a written financial plan with action items without ongoing investment management. Services are delivered in-person at the Richardson, TX office or via secure virtual meetings to clients across the United States.

Product overview

Guiding Wealth offers two distinct financial planning service tiers: (1) Fee-Only Financial Planning & Wealth Management — a comprehensive, holistic service combining financial planning with ongoing investment management, and (2) One-Time Financial Plans — a standalone plan creation service for clients who want expert guidance without ongoing investment management. Both services are designed to make financial planning accessible to everyone, not just wealthy retirees. The firm is registered as an investment advisory firm in California, Nevada, Pennsylvania, Rhode Island, and Texas.

Differentiator

Problem solved

Functional benefit

Products and services

• Fee-Only Financial Planning & Wealth Management Comprehensive, client-centered ongoing financial planning combined with active investment management. Includes retirement planning, investment guidance and wealth management, tax planning, estate planning, insurance planning, debt management advice, charitable giving, and support for short- and long-term goals (e.g., buying a home, saving for college). Pricing has two components: an initial financial planning fee starting at $5,500 (scaling with complexity) and an ongoing investment management fee starting at 1% of AUM, decreasing for larger portfolios. Clients receive an ongoing relationship with a CFP-certified professional and periodic check-ins.
• One-Time Financial Plans (Standalone Financial Plans) Single-fee financial plan creation service for clients who want expert guidance without ongoing investment management. Includes 1:1 calls with a financial planner, insights into cash flow, retirement, college, tax, and estate planning, recommended actions, a written financial plan, and free access to wealth.com's will-building tool. Prices start at $5,500 and increase based on financial complexity. Clients may subsequently opt into ongoing investment management.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• Net Positive ConsortiumminorStrategic or Co-development PartnerGuiding Wealth is a member of the Net Positive RIA Consortium, which has been expanding with new members and strategic partners. The consortium focuses on net positive wealth management practices and industry collaboration.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Others

• Amplified Planning: Hannah Moore's separate education and training venture for next-generation financial planners; not a direct competitor but a strategic ecosystem asset that differentiates Guiding Wealth through talent pipeline development.
• Wealth.com: Estate planning software provider whose will-building tool is offered free to Guiding Wealth clients; relevant ecosystem partner rather than a direct competitor, but indicative of the firm's reliance on third-party platforms.
• NAPFA (National Association of Personal Financial Advisors): Professional association of fee-only financial planners to which Guiding Wealth directs prospects — adjacent ecosystem organization whose membership represents the firm's direct peer universe.

Broad incumbents

• Edelman Financial Engines: One of the largest independent RIAs in the U.S., serving mass-affluent and HNW households with planning and investment management — competes with Guiding Wealth for similar client profiles but at vastly greater scale and brand recognition.
• Carson Group: Large RIA platform providing coaching, technology, and back-office support to affiliated advisors — operates in the same fee-only advisory space but as a scaled platform versus Guiding Wealth's boutique model.
• Buckingham Strategic Wealth: Larger national fee-only RIA serving mass-affluent and HNW clients with comprehensive planning and investment management — competes with Guiding Wealth for clients seeking planning-led fiduciary advice but at materially greater scale.

Direct peers

• Facet Wealth: Tech-enabled fee-only financial planning firm serving middle- and mass-affluent clients virtually — a direct competitor to Guiding Wealth's hybrid planning + investment management offering at the same client tier.
• Ritholtz Wealth Management: Boutique, founder-led fee-only RIA with strong thought-leadership brand and media presence (Ben Carlson, Michael Batnick) — comparable to Guiding Wealth's media-driven brand and planning-led value proposition.
• XY Planning Network: Network of fee-only financial planners serving mass-affluent and next-generation clients with flat-fee and ongoing planning models — closely aligned with Guiding Wealth's accessibility-first, planning-led RIA model.
• Garrett Planning Network: Network of fee-only hourly and retainer-based financial planners explicitly recommended by Guiding Wealth to prospective clients; mirrors the firm's focus on accessible, planning-led advice without AUM minimums.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/HannahMooreCFP
• Facebookfacebook.com/guidingwealth
• LinkedInlinkedin.com/company/guiding-wealth-managment
• Instagraminstagram.com/guidingwealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Guiding Wealth Management