Keener Financial Planning

Name

Keener Financial Planning

Legal name

Keener Financial Planning, LLC

Website

https://keenerfinancial.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Personal Financial Planning Services

NAICS

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

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Financial Planning–Led RIAs (FSAAACAB), Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE), Discretionary Portfolio Management (Retail) (FSAAAAAH)

Keywords

• Fee-only financial planning
• Retirement planning services
• Investment management advisory
• Tax planning consulting
• Fiduciary wealth advisory

Headquarters

HQ city

Keller

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Live Planning Sessions: One-time 90-minute planning sessions where clients work directly with planners on specific financial goals. Priced at flat rate per session.
2. Project-Based Financial Planning: In-depth financial planning engagements with defined scope. Includes retirement planning, basic financial plans, college planning, investment analysis, and insurance analysis. Flat fee quotes provided after initial consultation based on hourly rates.
3. Retainer Services: Ongoing partnership including comprehensive financial planning, investment management, quarterly reviews, and continuous advisory support. Flat quarterly fees based on complexity and services provided.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Keener Financial Planning is a fee-only fiduciary financial planning firm that delivers objective, commission-free advice to individuals and families. Core offerings include retirement planning, investment management, tax planning, insurance analysis, college planning, and estate planning, sold through three engagement models: Live Planning sessions, project-based engagements, and ongoing retainer services. The firm operates with no account minimums and flat-fee pricing.

Product overview

Keener Financial Planning is a fee-only financial planning firm offering multiple engagement models: Live Planning (single focused sessions at $750), Project-based planning (retirement analysis $2,400-$7,600, basic financial plans $3,000-$9,500), and Retainer Services (ongoing planning with investment management, quarterly fees $1,050-$5,500). All services are fee-only with no asset-under-management fees or account minimums. The firm also provides modular add-on services including College Planning, Investment Analysis, and Insurance Analysis (each from $900). Key differentiators include the seven-step financial planning process, fiduciary commitment, and use of AI tools (Zocks for meeting summaries, YCharts for investment analysis, holistiplan for tax document processing). The firm was recognized in D Magazine's 2025 DFW Best Financial Planners and Top Wealth Managers lists.

Differentiator

Problem solved

Functional benefit

Products and services

• Live Planning Single 90-minute focused planning session where clients work directly with a planner on specific financial goals such as cash flow, debt payoff, emergency funds, retirement savings, college savings, insurance discussions, and 401k allocations. Priced at $750 per session with a Firm Financial Planner, $950 with the Firm Principal.
• Retirement Planning & Investment Analysis Most popular project engagement analyzing all retirement savings, income sources, and desired lifestyle. Includes multiple what-if scenarios, investment analysis, savings needs, tax-efficiency considerations, social security strategies, distribution plans, and specific asset allocation recommendations for IRAs, employer plans, and taxable accounts. Priced $2,400-$7,600.
• Basic Financial Plan Comprehensive financial health check that builds on retirement planning by adding insurance review, employee benefits, estate planning, college planning, cash flow, and tax planning. Recommended for overall financial wellness assessment. Priced $3,000-$9,500.
• College Planning Project-based engagement covering college costs projections with inflation, savings targets, tax-advantaged savings methods (529 plans), tax credits, financial aid and loan options, investment recommendations for college funds, and funding order for children in college. Priced from $900.
• Investment Analysis Detailed portfolio review covering asset allocation, fund expenses, performance, with specific recommendations for improvement and cost reduction. Includes employer plan options review and asset location for tax efficiency. Priced from $900.
• Insurance Analysis Review of life, disability, and long-term care insurance needs. Ranges from single policy reviews to complex analysis of multiple cash-value variable life policies considering insurance needs, investment returns, and tax consequences. Priced from $900.
• Retainer Services Ongoing partnership combining comprehensive financial planning with full-service investment management. Includes quarterly investment reviews, two planned meetings per year, tax-aware portfolio management, coordination with insurance/estate attorneys, and ongoing analytical support for financial decisions. Quarterly fees range from $1,050 to $5,500 based on client complexity and assets.
• Hourly Financial Planning As-needed financial consulting for do-it-yourselfers, early-career individuals, and those with employer-based assets. Provides expert guidance on retirement, social security, pensions, tax planning, and portfolio advice without requiring asset management. Hourly rate of $300-$380 with flat-fee quotes typically provided.

Quantifiable outcome

• Clients can receive written financial plans with specific recommendations and action lists
• +1 more outcomes

Named customers1 record

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

AI capability6 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Garrett Planning NetworkcoreOthersInternational affiliation of Fee-Only financial planners dedicated to serving people from all walks of life. Members provide competent, commission-free financial planning accessible to all. All compensation comes directly from clients. Jean Keener joined in 2008.
• National Association of Personal Financial Advisors (NAPFA)coreOthersLargest professional association of comprehensive, Fee-Only financial planners in the US with 800+ members across 45 states. Members subscribe to strict fiduciary oath and fulfill continuing education requirements.
• Financial Planning Association (FPA)coreOthersMembership organization for financial planning community. Largest association of professionals dedicated to championing the financial planning process. Committed to supporting the financial planning process.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Modern Wealth Management: Fee-only wealth management firm providing comprehensive financial planning with a focus on serving high-earning professionals. Comparable in client segmentation, fiduciary positioning, and planning-led (rather than AUM-led) revenue model.
• Facet Wealth: Flat-fee financial planning firm offering comprehensive planning at transparent subscription prices with no AUM minimums. Directly comparable to Keener's no-minimum, fee-only model with a digital-first delivery layer that KFP lacks.
• Zoe Financial: Curated marketplace connecting consumers with vetted fee-only financial advisors. Competes indirectly for the same target client (DIY investors seeking fiduciary advice) and represents a potential distribution channel or competitive threat to Keener's organic referral model.
• Pure Financial Advisors: Fee-only RIA offering comprehensive financial planning and investment management on a flat-fee basis. Direct competitor in the no-AUM-fee, fiduciary planning category with a similar multi-advisor partnership structure.

Broad incumbents

• Carson Wealth: Large RIA platform serving independent advisors with comprehensive planning, investment management, and back-office support. Comparable fiduciary philosophy but with national scale, corporate infrastructure, and advisor network that regional firms like Keener cannot match.
• Creative Planning: One of the largest independent fee-only RIAs in the U.S. with $200B+ AUM. Operates in the same fiduciary planning category but at a vastly larger scale, with proprietary tech, multi-state offices, and a wider service menu including estate, tax, and business planning.
• Fisher Investments: Large investment management firm serving high-net-worth individuals with portfolio management and financial planning. Comparable in serving similar client segments (HNI retirees, business owners) but at much greater scale and with a more investment-management-led service model.

Others

• Garrett Planning Network: International network of fee-only financial planners focused on serving clients across all wealth levels, of which Jean Keener has been a member since 2008. Functions as a professional affiliation and peer network rather than a direct competitor, but its member firms collectively represent Keener's most direct competitive set.

Emerging players

• Betterment: Leading robo-advisor offering automated investment management and basic financial planning at low cost. Competes for the entry-tier client (DIY investors, early-career) that KFP's $750 Live Planning sessions also target, representing pricing pressure on Keener's lower-fee offerings.
• Wealthfront: Digital wealth management platform providing automated investing and cash management. Indirect competitor for younger/mass-affluent clients who might otherwise engage Keener at the project or hourly tier, with a pure-tech delivery model that pressures traditional RIA fees.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/keenerfinancial
• Facebookfacebook.com/KeenerFinancial
• LinkedInlinkedin.com/company/keener-financial-planning-llc
• Instagraminstagram.com/jean.keener

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Keener Financial Planning