Alpha Principle
Alpha Principle is an Englewood, Colorado-based wealth management firm delivering holistic investment, estate, tax, and financial planning services to high-net-worth and ultra-high-net-worth individuals, families, and institutions, with a specialization in faith-consistent and Biblically Responsible Investing.
- Company typePrivate
- Founded2022
- HeadquartersEnglewood, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Alpha Principle does
Alpha Principle is an SEC-registered investment advisory firm headquartered in Englewood, Colorado, founded in early 2022 by Eric Koeplin after he converted his personal family office into a client-facing practice. The firm provides holistic wealth management to high-net-worth and ultra-high-net-worth individuals and families, and it has extended into institutional investing (outsourced CIO mandates for foundations, endowments, and regional organizations) and employer 401(k) advisory through a partnership with Betterment. Service lines span investment management, financial planning, estate planning, tax planning and optimization, values-aligned investing with a specialization in Biblically Responsible Investing (BRI), risk management, and philanthropic strategies.
The firm's underlying technology stack is largely third-party: RightCapital for financial planning, Betterment for 401(k) recordkeeping and administration, direct indexing with custom tax-loss harvesting for taxable portfolios, and AI-assisted tax return analysis applied to client documents. Its differentiator is product positioning rather than proprietary technology — combining negative and positive values screens, direct indexing for personalization and tax efficiency, and an explicit faith-consistent investment discipline tied to USCCB guidelines and BRI principles.
The business model is fee-based advisory on assets under management for HNW/UHNW clients, supplemented by 401(k) plan design and ongoing coaching fees from employer clients delivered via the Betterment platform, and alternative investment access sourced through Proteus Capital. Pricing is bespoke rather than publicly disclosed, consistent with the HNW relationship-led GTM motion; client acquisition runs through a website intake questionnaire, content marketing (Insights blog and quarterly market commentary), LinkedIn, and direct outreach to prospects and professional referral networks.
Alpha Principle firmographics
Firmographics- Name
- Alpha Principle
- Legal name
- Alpha Principle, LLC
- Website
- https://alphaprinciple.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Alpha Principle is an Englewood, Colorado-based wealth management firm delivering holistic investment, estate, tax, and financial planning services to high-net-worth and ultra-high-net-worth individuals, families, and institutions, with a specialization in faith-consistent and Biblically Responsible Investing.
- Ownership category
- akta.pro rank
Alpha Principle industry classification
Industry- Product category
- Private Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Institutional Consulting RIAs (OCIO/Endowments/Foundations/Pensions) (FSAAACAG)
- akta.pro secondary industries
- Philanthropy & Foundations Advisory (Donor-Advised Funds, Endowments) (FSAAABAH), Endowments (Universities, Foundations, Nonprofits) (FSAAAGAC)
Keywords
Where Alpha Principle is headquartered
LocationHeadquarters
- HQ city
- Englewood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Alpha Principle business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Investment Advisory Services: Fee-based advisory services for wealth management, investment management, estate planning, tax planning, and risk management. Revenue likely derived from AUM-based advisory fees given the fiduciary positioning and focus on high-net-worth clients.
- 401(k) Plan Services: Partnership with Betterment to provide advised 401(k) plans. Alpha Principle provides plan design experience, asset allocation guidance, and ongoing coaching to employer clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Bespoke wealth management services tailored to individual client circumstances |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Alpha Principle product offering
Product offeringCore offering
Alpha Principle delivers holistic wealth management services encompassing investment management, financial planning, estate planning, tax planning and optimization, values-aligned (faith-consistent and Biblically Responsible) investing, risk management, and philanthropic strategies. The firm serves high-net-worth and ultra-high-net-worth individuals and families, institutions (foundations, endowments, regional organizations) through Outsourced CIO services, and employer clients through advised 401(k) plans delivered in partnership with Betterment.
Product overview
Alpha Principle is a wealth management advisory firm offering a comprehensive suite of services for high-net-worth and ultra-high-net-worth individuals, families, and institutions. The core offering is Holistic Wealth Management, which integrates Investment Management, Financial Planning, Estate Planning, Tax Planning & Optimization, Values-Aligned Investing, Risk Management, and Philanthropic Strategies as interconnected modules. Additionally, the firm provides specialized Institutional Investing/Outsourced CIO services for foundations and endowments, and 401(k) Plan Services as an add-on module delivered in partnership with Betterment. All services emphasize values-aligned and faith-consistent investing, personalized financial planning, and multi-generational legacy planning.
Differentiator
Problem solved
Functional benefit
Products and services
- Wealth Management Holistic wealth management services integrating investment management, financial planning, estate planning, tax optimization, risk management, and philanthropic strategies, tailored for high-net-worth and ultra-high-net-worth families and institutions.
- Investment Management Disciplined, research-based investment management offering traditional investment accounts, private equity, private credit, and cash management services, customized to client financial objectives and risk tolerance, utilizing direct indexing and values-aligned investing.
- Financial Planning Comprehensive financial planning leveraging modern technology (RightCapital) to guide clients through wealth accumulation, education funding, retirement and cash flow planning, tax planning, and executive compensation decisions.
- Estate Planning Estate plan review, document review, attorney collaboration, estate flow analysis, next-generation education, giving strategies, and complex strategies including trusts and life insurance for ultra-affluent clients.
- Tax Planning & Optimization Strategic tax planning including AI-assisted tax return review, tax-efficient investing through direct indexing and tax loss harvesting, retirement optimization, executive compensation analysis, and estate and gift tax navigation.
- Values-Aligned Investing Faith-consistent and values-based investing incorporating negative and positive screening, direct indexing for customization, and alignment with personal values including Biblically Responsible Investing (BRI).
- Risk Management Risk identification and management including life insurance, disability insurance, property and casualty insurance, business insurance, emergency preparation, and referral network to trusted financial professionals.
- Philanthropic Strategies Strategic guidance on charitable giving including Private Foundations, Donor Advised Funds, Charitable Trusts, Life Insurance, and Annuities, with tax-efficient strategies aligned with client legacy goals.
- Institutional Investing / Outsourced CIO Customized institutional investment services as an Outsourced Chief Investment Officer for regional organizations, large foundations, and endowments, specializing in Faith-Consistent and Values-Aligned Investing.
- 401(k) Plan Services Modern 401(k) solution delivered in partnership with Betterment ($45 billion AUM), providing automated portfolio management, curated funds, plan design support, compliance testing, administration, and employee financial coaching for employers and their employees.
Quantifiable outcome
- Grew The Milestone Group to $2 billion AUM before successful exit
- +2 more outcomes
Companies that use Alpha Principle
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Alpha Principle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Alpha Principle partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BettermentcoreAlpha Principle partners with Betterment, a $45 billion AUM investment and technology company, to provide advised 401(k) plans. Betterment provides technology, administrative and compliance support while Alpha Principle delivers plan design experience, asset allocation guidance, and ongoing coaching for employers and employees.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Alpha Principle competitors and assessment
Company assessmentBroad incumbents
- Carson Group: Large RIA and coaching organization supporting independent advisors serving HNW clients. Comparable holistic wealth management offering, with similar reliance on strategic partnerships (e.g., Betterment-style integrations) to deliver retirement plan services.
- Focus Financial Partners: Consortium of partner RIAs serving HNW/UHNW clients with comprehensive wealth, tax, and estate services. Similar multi-disciplinary HNW advisory positioning, but operates a partnership-of-firms model rather than a single branded RIA like Alpha Principle.
- Mercer Advisors: Large national RIA with deep OCIO capabilities serving foundations, endowments, and HNW clients. Overlaps significantly with Alpha Principle's institutional and wealth management services, though at much greater scale and broader geographic reach.
- Mariner Wealth Advisors: National wealth management firm with an established OCIO practice serving foundations, endowments, and HNW families. Comparable institutional investing offering but operates at significantly larger scale than Alpha Principle.
- Creative Planning: Large national RIA offering comprehensive wealth management, tax, estate, and retirement plan services. Comparable in service breadth but serves a much broader client base across many geographies without Alpha Principle's values-alignment specialization.
Direct peers
- Buckingham Strategic Wealth: National RIA providing evidence-based wealth management, financial planning, and tax services to HNW clients. Comparable holistic-service, research-driven RIA model, though without Alpha Principle's faith-consistent investing specialization.
- Sanctuary Wealth: Wealth management platform partnering with high-performing advisors who want independence backed by institutional support. Comparable model of boutique, high-touch HNW advisory combined with centralized operational and technology infrastructure.
- Advice Period: Wealth management and OCIO firm where Eric Koeplin previously served as Chairman of the Investment Committee. Operates with a similar high-touch, multi-family-office-style model serving HNW/UHNW clients, making it the closest structural peer to Alpha Principle.
- The Milestone Group: The RIA Eric Koeplin founded in 1996 and grew to over $2B in AUM. As the prior expression of the founder's advisory strategy, it is the most direct functional and philosophical peer to Alpha Principle.
Emerging players
- Facet Wealth: Tech-enabled financial planning and wealth management firm offering flat-fee advice to HNW households. Comparable modern, digitally delivered advisory model, though uses a flat-fee structure rather than Alpha Principle's bespoke AUM-based pricing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Alpha Principle social profiles
Digital presenceAlpha Principle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alpha Principle leadership team
Management profileNumber of profiles
Profiles3 records
Alpha Principle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alpha Principle M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alpha Principle
What does Alpha Principle do?
Alpha Principle delivers holistic wealth management services encompassing investment management, financial planning, estate planning, tax planning and optimization, values-aligned (faith-consistent and Biblically Responsible) investing, risk management, and philanthropic strategies. The firm serves high-net-worth and ultra-high-net-worth individuals and families, institutions (foundations, endowments, regional organizations) through Outsourced CIO services, and employer clients through advised 401(k) plans delivered in partnership with Betterment.
Is Alpha Principle a public or private company?
Alpha Principle is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alpha Principle founded?
Alpha Principle was founded in 2022. It employs 1 to 10 people.
Where is Alpha Principle based?
Alpha Principle is headquartered in Englewood, United States, in the North America region.
How does Alpha Principle make money?
Two revenue lines are on record. Investment Advisory Services are the primary driver. The others are 401(k) Plan Services.
Who are Alpha Principle's main competitors?
Broad incumbents on record are Carson Group, Focus Financial Partners, Mercer Advisors, Mariner Wealth Advisors and Creative Planning. Direct peers are Buckingham Strategic Wealth, Sanctuary Wealth, Advice Period and The Milestone Group. Facet Wealth is listed as an emerging player.
Does Alpha Principle have an API?
No public API is recorded for Alpha Principle.
What industry is Alpha Principle in?
Alpha Principle's product category is Private Wealth Management. Its primary akta.pro industry code is FSAAACAG, Institutional Consulting RIAs (OCIO/Endowments/Foundations/Pensions), with a secondary code of FSAAABAH, Philanthropy & Foundations Advisory (Donor-Advised Funds, Endowments). Its NAICS code is 523940 and its SIC code is 6282.