Rock House Financial

What Rock House Financial does

Rock House Financial is a Farmington, Utah-based financial advisory team operating as a sub-brand and DBA of Wealth Enhancement Advisory Services, LLC, itself a registered investment advisor and affiliate of Wealth Enhancement Group (ranked #7 on Barron's 2025 Mega RIA list). Founded in 2007, the team consists of six financial advisors — Bob Aamodt (SVP), Nicole Roberts (SVP), Zach Nelson (SVP), Rhett Sorensen (VP), Max Hanks (Associate), and Antonio Montes De Oca (Associate) — supported by two client-service staff (Office Manager Emily Aamodt and Financial Planning Assistant Cody Thomas). The firm is structured as an 8-person, 1-10 employee advisory practice serving individuals, families, high-net-worth clients, and small business owners in the greater Farmington, UT area.

The team's core offering is Comprehensive Wealth Management, which bundles tax strategies, investment management, risk management and insurance, estate planning, retirement income planning, and financial planning into a single holistic engagement. Adjacent services include tax preparation, trust services (delivered through Wealth Enhancement Trust Services, Inc.), private client wealth management, special needs planning, and employee retirement account management for individuals, plus retirement plan consulting, business growth and exit planning, and employee benefits programs for businesses. Technology is non-proprietary: the team relies on three custodial and portfolio-management platforms — Schwab Alliance, Orion, and Axos — and inherits the parent's content, webinar, radio, and awards-driven marketing infrastructure. No proprietary technology, no API surface, no mobile app, and no AI/ML capabilities are disclosed.

The business model is fee-based recurring advisory revenue on a quote-based, portfolio-tiered pricing structure (client portfolio bands ranging from under $100K to over $5M), billed annually. Go-to-market is enterprise field sales-style direct advisory work — face-to-face and remote engagements originating from the Farmington office — supplemented by top-of-funnel content marketing, webinars, the "Your Money" radio show, and bottom-of-funnel complimentary introductory consultations. Customer segments are horizontally distributed across mass-affluent and HNW individuals with a niche business-owner vertical; the team does not disclose revenue, AUM, or unit-level economics specific to Rock House.

Name

Rock House Financial

Legal name

Wealth Enhancement Advisory Services, LLC

Website

https://rockhousefinancial.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Rock House Financial is an 8-person financial advisory team in Farmington, Utah, operating under Wealth Enhancement Advisory Services, LLC, providing comprehensive wealth management — investment, tax, estate, and retirement planning — to individuals, families, and small business owners in the greater Utah market.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Trusts, Estates, and Agency Accounts (52592), Trust, Fiduciary, and Custody Activities (523991)

SIC

Investment Advice (6282)

akta.pro primary industry

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

akta.pro secondary industries

Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE), Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ), Business Owner & Executive Financial Planning (FSAEAAAO), Private Banking Business Owners & Entrepreneur Solutions (Liquidity Events, Pre-IPO) (FSABADAK)

Keywords

• Wealth management services
• Financial advisory
• Investment management
• Retirement planning
• Estate planning

Headquarters

HQ city

Farmington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Wealth Management Advisory Fees: Fee-based wealth management services including financial planning, investment management, tax strategies, estate planning, and retirement income planning. Services offered through Wealth Enhancement Advisory Services, LLC, a registered investment advisor.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Rock House Financial delivers comprehensive wealth management and financial advisory services through its team of six financial advisors operating under Wealth Enhancement Advisory Services, LLC. Core offerings include Comprehensive Wealth Management for individuals and families covering tax strategies, investment management, risk management and insurance, estate planning, retirement income planning, financial planning, and annuities, plus specialized services such as Tax Preparation, Trust Services, Private Client Wealth Management, Special Needs Planning, and Employee Retirement Account Management. Business services include Retirement Plan Consulting, Business Growth & Exit Planning, and Employee Benefits Programs.

Product overview

Rock House Financial offers comprehensive wealth management services through Wealth Enhancement Advisory Services, a registered investment advisor. The core offering is Comprehensive Wealth Management, which encompasses multiple sub-services including Tax Strategies, Investment Management, Risk Management & Insurance, Estate Planning, Retirement Income Planning, Financial Planning, and Annuities. Additional services include Tax Preparation, Trust Services, Private Client Wealth Management, Special Needs Planning, and Employee Retirement Account Management for individuals. For businesses, the team provides Retirement Plan Consulting, Business Growth & Exit Planning, and Employee Benefits Program services. The firm operates as a team-based advisory practice that takes a holistic and customized approach to financial advising, serving the greater Farmington, UT area.

Differentiator

Problem solved

Functional benefit

Products and services

• Comprehensive Wealth Management Core financial advisory service providing holistic wealth management including tax strategies, investment management, risk management and insurance, estate planning, retirement income planning, financial planning, and annuities for individuals and families.
• Tax Preparation Tax preparation services for individuals and families, distinct from ongoing tax strategy services offered within Comprehensive Wealth Management.
• Trust Services Trust services offered through Wealth Enhancement Trust Services, Inc., a trust company chartered under South Dakota law.
• Private Client Wealth Management Premium wealth management services for high-net-worth private clients requiring differentiated financial advising with specialized attention and customized strategies.
• Special Needs Planning Financial planning services tailored for individuals with special needs and their families.
• Employee Retirement Account Management Management and administration of employee retirement accounts including 401(k) management, inherited retirement accounts, and retirement income optimization for individuals.
• Retirement Plan Consulting Consulting services for businesses regarding retirement plan design and management.
• Business Growth & Exit Planning Strategic planning services for business owners including growth strategies and exit planning.
• Employee Benefits Program Design and administration of employee benefits programs for businesses.

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Schwab AlliancecoreTechnology or IntegrationClient portal platform for account management and access to investment accounts held at Charles Schwab. Part of the technology infrastructure supporting client services.
• OrioncoreTechnology or IntegrationPortfolio management and accounting platform used for client portfolio management, trading, and reporting. Integrated advisor platform for wealth management operations.
• AxoscoreTechnology or IntegrationClient login portal for Axos Advisorservices for account management. Custodial platform for client investment accounts.
• Wealth Enhancement Advisory ServicescoreStrategic or Co-development PartnerRegistered investment advisor and affiliate of Wealth Enhancement Group. Provides the regulatory, compliance, technology, and operational infrastructure for the Rock House Team's advisory services.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Carson Group: Partnership RIA platform supporting independent advisor teams with holistic wealth management, business coaching, and operational infrastructure. Directly comparable in the team-affiliate advisor model.
• Edelman Financial Engines: One of the largest U.S. RIAs with a heavy focus on workplace retirement plan participants and mass-affluent households. Comparable in serving individuals and families with comprehensive planning and investment management.
• Focus Financial Partners: PE-backed RIA aggregator supporting affiliated advisor teams with capital, technology, and operational support. Comparable as a platform-level partner supporting team-based wealth management practices.
• Cetera Financial Group: Advisor support platform providing custody, technology, and compliance infrastructure to independent advisor teams. Comparable as an operating platform for wealth-management teams serving individuals.
• Creative Planning: Large national RIA providing comprehensive financial planning, investment management, tax, and estate services to individuals and families. Directly comparable in offering breadth and mass-affluent client focus.
• Mercer Advisors: National RIA delivering team-based comprehensive wealth management, tax, estate, and retirement income planning to individuals and HNW households. Comparable in holistic service model and private client focus.
• Wealth Enhancement Advisory Services: Parent platform of the Rock House Team and registered investment advisor; provides compliance, technology, and operational infrastructure. Direct comparison shows Rock House as a sub-team within this broader RIA serving individuals and families across multiple U.S. geographies with the same wealth-management, tax, and trust offerings.
• Mariner Wealth Advisors: Large national RIA with team-based advisor practices providing comprehensive wealth management, tax, estate, and retirement plan consulting. Comparable in service breadth and advisor-team operating model.

Emerging players

• Sanctuary Wealth: Partnership RIA platform enabling advisor teams to launch or transition practices while retaining autonomy and accessing institutional resources. Comparable in team-level RIA operating model and advisor affiliation structure.

Direct peers

• Buckingham Strategic Wealth: Team-based, fee-only RIA delivering comprehensive financial planning and investment management to individuals and families. Highly comparable in offering scope, fee model, and focus on long-term advisor-client relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/RockHouse630
• Facebookfacebook.com/rockhousefinancial

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Rock House Financial