Fish and Associates

Financial Planning Servicesfishandassociates.com

Company typePrivate
Founded1992
HeadquartersMemphis, United States
Headcount1–10
GTM typeB2C
OfferingServices

Fish and Associates firmographics

Firmographics

Name: Fish and Associates
Legal name: Fish and Associates
Website: https://fishandassociates.com
Company type: Private
Founded year: 1992
Operating status: Operating
Headcount range: 1–10 employees
Ownership category
akta.pro rank

Fish and Associates industry classification

Industry

Product category: Financial Planning Services
NAICS: Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
SIC: Investment Advice (6282), Life Insurance (6311)
akta.pro industry: PRIMARYFSAEABAF
Retirement Plan Participant Advice & Managed Accounts
Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Wealth & Retirement Advisory

Keywords

Financial planning services
Retirement planning
Investment advisory
Estate planning
Wealth management

Where Fish and Associates is headquartered

Location

Headquarters

HQ city: Memphis
HQ country: United States
HQ region: North America

Offices1 record

Markets served

Fish and Associates business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

Financial Planning Advisory Services: Fee-based financial planning services including retirement planning, investment planning, estate planning, transition planning, and insurance planning. Services are delivered through direct client relationships with personalized planning engagements.
Young Professionals Planning Package: Monthly subscription service at $250/month providing comprehensive financial planning for young professionals including goal setting, budgeting, debt reduction, investment basics, estate planning, and monthly coaching calls.
Securities and Investment Advisory: Securities offered through Kestra Investment Services (Kestra IS), member FINRA/SIPC. Investment Advisory Services offered through Kestra Advisory Services, LLC.

Pricing tiers

Model	Billing	Price
Subscription	Monthly	Young Professionals Financial Planning Package

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Fish and Associates product offering

Product offering

Core offering

Fish and Associates is a boutique financial planning firm that delivers comprehensive, fee-based financial planning services including retirement planning and coaching, investment planning, estate planning, transition planning, social security and health care analysis, insurance planning, and charitable planning. The firm uses a proprietary Return on Life (ROL) Index methodology and Life-Centered Financial Planning approach to help clients align financial decisions with life goals rather than focusing solely on investment returns.

Product overview

Fish and Associates operates as a single, unified financial planning service rather than a modular software platform. The core offering is comprehensive financial planning delivered through personalized advisory services. Supporting the main service are several integrated tools and packages: the Young Professionals Financial Planning Package ($250/month) for early-career clients, the Return on Life (ROL) Calculator for assessing life satisfaction across multiple dimensions, specialized planning modules for transitions, social security, investments, and estate planning, client portal access via third-party platforms (E-Money, Albridge, Kestra), and a suite of web-based financial calculators. The firm also provides educational resources including articles, videos, and webinars.

Differentiator

Problem solved

Functional benefit

Products and services

Financial Planning Services Comprehensive financial planning services including retirement planning and coaching, estate planning, transition planning, investment planning, income distribution planning, insurance planning, and charitable planning, delivered through a life-centered approach focused on Return on Life for individual clients and families.
Young Professionals Financial Planning Package A structured financial planning subscription package priced at $250/month offering goal setting, budgeting tools, debt reduction strategies, investment basics, employee benefit review, estate planning consultation, insurance consultation, and a monthly coaching call for young professionals.
Transition Planning Specialized planning service addressing life transitions including family transitions (marriage, divorce, new children), job transitions, death transitions, and inheritance management for individual clients.
Social Security and Health Care Analysis Advisory service helping clients determine optimal Social Security claiming strategies and understand long-term care planning, health insurance, and Medicare options.
Investment Planning Investment education and planning services that help clients understand stocks, bonds, mutual funds, risk tolerance, and develop personalized investment and savings strategies for retirement accounts.
Return on Life (ROL) Index Assessment An interactive assessment tool that evaluates clients across 10 dimensions of life covering Well-Being, Progress, and Freedom to measure their Return on Life and identify areas for financial planning improvement.

Quantifiable outcome

Lifetime Social Security distribution difference of up to $400,000 depending on claiming age
+1 more outcomes

Companies that use Fish and Associates

Customer profile

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Fish and Associates technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature1 record

Fish and Associates partnerships and signals

Strategic signal

Partnerships

Twelve partnerships are on record, tiered supporting and minor.

E-Money (My Personal Financial Dashboard)supportingTechnology or IntegrationClient portal platform for consolidated financial tracking and planning. URL: wealth.emaplan.com/ema/kestrafinancial/fishandassociates
Albridge (My Consolidated Report)supportingTechnology or IntegrationConsolidated reporting platform for multi-account aggregation and portfolio monitoring. URL: mainaccount.com/kestrafinancial/
Wealthscape Investor (Kestra)supportingTechnology or IntegrationInvestment account management and reporting platform for Kestra clients. URL: investor.wealthscape.com/kestra/investor-index.html
ROL Advisor (Return on Life Index)supportingTechnology or IntegrationThird-party assessment tool for the Return on Life Index evaluation, provided by pro.roladvisor.com for client assessments.
Playhouse on the SquareminorOthersNonprofit board membership - local Memphis theater organization
Playback MemphisminorOthersNonprofit board membership - Memphis arts organization
Benjamin L. Hooks Institute for Social ChangeminorOthersNonprofit board membership - University of Memphis social change institute
Baptist College of Health SciencesminorOthersNonprofit board membership - local health sciences college
Friends for LifeminorOthersNonprofit board membership - Memphis-based nonprofit organization
Midtown Development CorporationminorOthersNonprofit board membership - Memphis neighborhood development organization
Friends of the LibraryminorOthersNonprofit board membership - Memphis public library support organization
ChoicesminorOthersNonprofit board membership - Memphis-based nonprofit organization

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Fish and Associates competitors and assessment

Company assessment

Direct peers

Sanctuary Wealth: Partnered RIA platform supporting independent advisors and boutique wealth firms with compliance, custody, and technology infrastructure — directly comparable to how Fish and Associates leverages Kestra for back-office support.
Homrich Berg: Mid-sized fee-only wealth management firm offering holistic financial planning, investment management, and transition services — closely comparable boutique advisory model targeting similar client profiles.
Moneta Group: Boutique wealth management firm providing comprehensive financial planning, retirement, and transition planning — similar boutique-style, relationship-driven model with overlapping service offerings.
XY Planning Network: Subscription-based financial planning network specifically targeting Gen X and Millennial clients with flat-fee models, closely mirroring Fish and Associates' $250/month Young Professionals package and fee-for-service positioning.
Facet Wealth: Digital-first financial planning firm offering flat-fee subscription advice to a national client base, directly competing for the same value-oriented, fee-conscious clients that Fish and Associates targets with its young-professionals offering.
Ellevest: Women-focused financial planning and investing platform explicitly built to serve the women-investor segment that Fish and Associates identifies as its primary persona, with subscription-based planning and tailored content.

Broad incumbents

Carson Group: Large national RIA and wealth management firm with comprehensive financial planning, retirement coaching, and transition planning offerings — overlapping with Fish and Associates' core service mix but at much broader scale.
Edelman Financial Engines: One of the largest independent RIAs in the US offering comprehensive financial planning, retirement income, and investment management — a national incumbent competing for the same holistic-planning client need.
Mariner Wealth Advisors: National wealth advisory firm offering comprehensive financial planning, investment management, and estate services to high-net-worth individuals — comparable in service mix but operating at significantly larger scale.
Creative Planning: Large national RIA providing comprehensive wealth management, retirement, estate, and tax planning services — a scaled incumbent operating in the same holistic planning category as Fish and Associates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Fish and Associates financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Fish and Associates leadership team

Management profile

Number of profiles

Profiles4 records

Fish and Associates funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Fish and Associates M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fish and Associates

What does Fish and Associates do?

Is Fish and Associates a public or private company?

Fish and Associates is a private company. It is classified as family owned and is currently operating.

When was Fish and Associates founded?

Fish and Associates was founded in 1992. It employs 1 to 10 people.

Where is Fish and Associates based?

Fish and Associates is headquartered in Memphis, United States, in the North America region.

How does Fish and Associates make money?

Three revenue lines are on record. Financial Planning Advisory Services are the primary driver. The others are young Professionals Planning Package and securities and Investment Advisory.

Who are Fish and Associates's main competitors?

Direct peers on record are Sanctuary Wealth, Homrich Berg, Moneta Group, XY Planning Network, Facet Wealth and Ellevest. Broad incumbents are Carson Group, Edelman Financial Engines, Mariner Wealth Advisors and Creative Planning.

Does Fish and Associates have an API?

No public API is recorded for Fish and Associates.

What industry is Fish and Associates in?

Fish and Associates's product category is Financial Planning Services. Its primary akta.pro industry code is FSAEABAF, Retirement Plan Participant Advice & Managed Accounts. Its NAICS code is 523940 and its SIC code is 6282.