CovingtonAlsina

What CovingtonAlsina does

CovingtonAlsina is an independent, fee-based Registered Investment Advisor (RIA) founded in 2012 and headquartered in Annapolis, Maryland, with a second office in Jacksonville, Florida. The firm provides personalized financial planning, investment advisory, insurance, tax, estate, and retirement services to individuals, with a stated mission focused on women and addressing the "confidence gap" in personal finance. Its core technology stack is built around third-party platforms: eMoney for financial planning and account aggregation (with The Vault secure document storage and 256-bit encryption via SunGuard), SEI for investment operations and custody, and DocuSign for electronic signatures. Clients access a personal financial website that aggregates banking, investment, insurance, and 401(k) accounts, updated every twenty minutes.

The firm's go-to-market motion is consultative and relationship-driven, anchored on complimentary initial meetings, educational content (the Monday Money Report podcast, a seven-vertical Resource Center, and the PursePower blog), community sponsorships of Annapolis-area organizations, and a referral network of accountants and attorneys. Primary customer segments are women and business owners/executives, with a secondary focus on pre-retirees and retirees. Revenue is generated through recurring, fee-based advisory engagements on assets under management; pricing is individualized and not publicly disclosed.

CovingtonAlsina is privately held with no disclosed institutional investors, venture backing, or parent company. Ownership appears concentrated among the founding partners, including Ann M. Covington (CFP®, CPWA®). The firm executed one disclosed acquisition (Athena Financial Services in April 2021) and has invested in building out a credentialed team spanning CFP®, CPWA®, CSLP, and CPA designees across advisor, tax, operations, and client service functions. Operational scale remains modest at 1–10 employees per firmographic reporting, indicating a boutique community RIA rather than a scaling platform.

Name

CovingtonAlsina

Legal name

CovingtonAlsina

Website

https://covingtonalsina.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

CovingtonAlsina is an independent Registered Investment Advisor in Annapolis, MD (with a Jacksonville, FL office) that provides fee-based financial planning, investment, tax, insurance, and estate advisory services to individuals, with a particular focus on women and business owners.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Institutional Consultants & Fiduciary Management (Investment Consulting) (FSAAAGAJ)

Keywords

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

Headquarters

HQ city

Annapolis

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. Financial Advisory Services: Fee-based financial planning and advisory services. The firm operates as a Registered Investment Advisor (RIA) providing personalized financial advice including investment management, retirement planning, estate planning, tax planning, and insurance services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

CovingtonAlsina is a Registered Investment Advisor providing fee-based financial planning and advisory services to individual clients and business owners. Its core services include comprehensive financial planning, investment advisory, insurance advisory, retirement planning, estate planning, and tax planning, delivered through direct advisory relationships. The firm uses the eMoney financial planning platform to aggregate client accounts and provide a personal financial website.

Product overview

CovingtonAlsina is a financial planning firm that offers a unified service model centered around eMoney, an industry-leading financial planning and account aggregation software platform. The core offering includes comprehensive financial planning, investment advisory, insurance, and business services. The eMoney platform serves as the primary technology product, providing clients with a personal financial website that aggregates all their accounts and includes The Vault feature for secure document storage. The firm also provides educational resources through its Resource Center covering estate planning, retirement, tax, investment, money management, and lifestyle topics.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Advisory service that helps clients develop sound financial plans so they can focus on life rather than managing financial statements; covers investments, retirement, estate, tax, and insurance.
• Investments Investment advisory service that helps clients select investment vehicles aligned with their financial goals and risk tolerance.
• Insurance Insurance advisory service that helps clients determine the type and amount of insurance coverage they need to protect their financial future.
• Business Services Advisory services for business owners addressing complex business financial planning, management strategies, retirement accounts, succession planning, and employee benefits.
• eMoney Client Platform Personal financial website provided to clients that aggregates banking, investment, insurance, and 401(k) accounts with updates every twenty minutes, including investment performance tracking and spending monitoring.

Quantifiable outcome

• Long-term relationships extending for generations

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• SEIcoreTechnology or IntegrationCovingtonAlsina partners with SEI for investment services platform. SEI has been a leader in investment services since 1968, with $1 trillion in assets under management and administration. SEI provides technology, operations, and investment solutions to help wealth managers improve their business success.
• eMoneycoreTechnology or IntegrationeMoney is an industry-leading financial planning and account aggregation software that provides clients with their own personal financial website, aggregating all accounts (banking, investment, insurance, 401(k)) with updates every 20 minutes.
• SunGuardcoreTechnology or IntegrationSunGuard provides data security software protecting the eMoney platform, ensuring client financial data is secured with enterprise-grade protection.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about CovingtonAlsina