Alexander Financial Planning

What Alexander Financial Planning does

Alexander Financial Planning (AFP) is a boutique, fee-only Registered Investment Advisory firm headquartered in Columbus, Ohio, founded in 1997 by Teri Roth Alexander. The firm operates under a fiduciary model and is female-owned, a category that represents less than 5% of U.S. advisory firms. AFP delivers four service tiers, all priced on a flat annual fee rather than AUM: Cash Flow Wealth Management (combined planning and investment management, $9,000+ per year), Goal Driven Wealth Management (combined planning and investment recommendations, $3,000-$7,000 per year), Financial Life Planning Only ($8,000+ per year), and Investment Management Only ($5,000+ per year). Its target segments include pre-retirees and retirees (age 50+), emerging wealth builders (late 20s to late 40s), widowed or divorced individuals, small business owners, and successful professionals, with client relationships served nationally in a virtual model.

The practice is built on a proprietary five-step Financial Life Planning methodology and is supported by a third-party technology stack including Orion for portfolio reporting, eMoney Advisor and RightCapital for financial planning, AdvicePay for subscription billing, and TD Ameritrade/Charles Schwab for custody. The team holds CFP, MSFP, CeFT, AIF, and RLP credentials and is affiliated with NAPFA, the CFP Board, the Fee Only Network, and the Sudden Money Institute, signaling professional standing and fiduciary discipline.

AFP generates revenue exclusively through recurring flat fees collected via AdvicePay subscription billing, with no AUM-based or commission revenue. With approximately six employees, the firm relies on content marketing (blog, monthly newsletter, quarterly market reports) and referral channels rather than paid acquisition to grow its client base. The combination of tiered pricing, annual review cadence, and integrated client portals is designed to deepen relationships across life transitions such as retirement, the sale of a business, or loss of a spouse.

Name

Alexander Financial Planning

Legal name

Alexander Financial Planning, Inc.

Website

https://alexanderfinancialplanning.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Alexander Financial Planning is a fee-only, fiduciary Registered Investment Advisory firm in Columbus, Ohio that provides flat-fee wealth management and financial life planning to pre-retirees, retirees, young wealth builders, and small business owners nationally.

Ownership category

akta.pro rank

Product category

Financial Advisory 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

Retirement & Pension Planning (401(k)/IRA) (FSAEAAAD), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Business Owner & Executive Financial Planning (FSAEAAAO), Estate & Legacy Planning Advisory (FSAEAAAG), Financial Coaching & Budgeting Advisory (FSAEAAAH)

Keywords

• Financial life planning
• Fee-only advisory
• Wealth management
• Investment management
• Retirement planning

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flat-Fee Financial Life Planning & Investment Management (Combined Services): AFP charges flat annual fees rather than a percentage of assets under management (AUM). Clients with investable assets of $2-5 million pay a minimum $9,000/year for Cash Flow Wealth Management; those in the Goal Driven service pay $3,000-$7,000/year. One-time setup fees also apply. Fees are not tied to portfolio size.
2. Stand-Alone Financial Life Planning Only: $8,000 minimum annual flat fee for holistic financial life planning without investment management. Customized based on scope and complexity. Billed in installments as plan is completed.
3. Stand-Alone Investment Management Only: $5,000 minimum annual flat fee for professional portfolio management without a financial life plan. Billed quarterly.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Alexander Financial Planning is a boutique fee-only Registered Investment Advisory firm that provides flat-fee financial life planning and investment management services. The firm combines technical quantitative financial planning with a human qualitative "life planning" approach to help individuals and families connect their money with their dreams and aspirations. Services include Cash Flow Wealth Management, Goal Driven Wealth Management, stand-alone Financial Life Planning, and stand-alone Investment Management.

Product overview

Alexander Financial Planning is a boutique fee-only Registered Investment Advisory firm offering financial life planning services through a flat-fee model. The company provides four distinct service offerings: Cash Flow Wealth Management Service and Goal Driven Wealth Management Service (combined services), plus two stand-alone services: Financial Life Planning Only and Investment Management Only. The core offering is their Financial Life Planning approach, which integrates both technical (quantitative) and human (qualitative) planning processes to help clients connect their money with their life goals. Clients access their accounts and planning tools through multiple third-party platforms including TD Ameritrade, Orion, eMoney Advisor, RightCapital, and AdvicePay.

Differentiator

Problem solved

Functional benefit

Products and services

• Cash Flow Wealth Management Service

Quantifiable outcome

• Flat fee structure often provides better value than 1% AUM advisors, especially for clients with larger portfolios
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• TD Ameritrade / Charles SchwabcoreTechnology or IntegrationAFP uses TD Ameritrade (now Charles Schwab following merger) as the custodian for client investment accounts. Each client maintains full control of their accounts. The custodian provides account access, statements, trade confirmations, and tax reporting documents via a dedicated portal.
• OrioncoreTechnology or IntegrationAFP uses Orion for consolidated portfolio reporting across all client accounts, including held-away accounts. Orion provides performance reporting against different benchmarks, realized and unrealized gain/loss reports, and total portfolio views for AFP's clients.
• eMoney AdvisorcoreTechnology or IntegrationAFP provides clients access to eMoney Advisor's financial planning platform as part of its Wealth Management Navigator portal. eMoney provides the client-facing side of AFP's Financial Planning Program including vault for document storage and income/expense tracking.
• RightCapitalcoreTechnology or IntegrationAFP uses RightCapital as a planning platform for clients, accessible through the Wealth Management Navigator portal. RightCapital provides real-time, interactive financial planning capabilities.
• AdvicePaycoreTechnology or IntegrationAFP uses AdvicePay for billing its Goal Driven Wealth Management clients on a monthly subscription model. AdvicePay handles the payment processing for recurring flat fees.
• Professional Referral Network (Attorneys, Accountants, Insurance, IT)minorChannel Partner/ Reseller/ DistributorAFP maintains a curated referral network of attorneys (estate law, real estate, bankruptcy), accountants (individual, business, non-profit), insurance agents (life, disability, health, Medicare, property & casualty), and IT professionals. These partners are presented on AFP's Business Partners page as resources for clients' financial journeys.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• XY Planning Network: Member network of fee-only financial advisors serving Gen X and Y clients with flat-fee subscription pricing — the closest operating-model analogue to AFP's flat-fee, life-planning approach.
• Marquee Wealth Management: Fee-only RIA providing comprehensive financial life planning and investment management primarily to pre-retirees and retirees — directly overlapping AFP's primary segment and service mix.
• Modera Wealth Management: Fee-only RIA offering comprehensive financial planning and investment management to individuals and families, with a similar life-planning-adjacent philosophy and tiered fee structure.
• RLS Wealth Advisors: Fee-only RIA specializing in financial life planning and retirement income strategies with a flat-fee/annual retainer structure — very similar business model and target client to AFP.

Broad incumbents

• Edelman Financial Engines: Largest independent RIA in the U.S. providing financial planning and investment management to a broad mass-affluent and HNW audience — overlaps AFP's flat-fee/value-positioning narrative but at national scale.
• Buckingham Strategic Wealth: Large national RIA offering flat-fee (in some tiers) and AUM-based wealth management with financial planning — competes for the same retiree/HNW persona AFP targets but across many geographies.
• Creative Planning: One of the largest independent fee-only RIAs in the U.S. offering comprehensive financial planning and wealth management — same fiduciary/flat-adjacent positioning at vastly greater scale.
• Carson Wealth: National RIA platform serving HNW and retiree clients with comprehensive financial planning — comparable service mix to AFP but with significantly larger advisor count and marketing footprint.
• Schwab Wealth Advisory: Schwab's wealth advisory offering combines digital tools with dedicated advisors — competes directly with AFP for HNW clients who already custody at Schwab, and at lower flat-fee price points.

Emerging players

• Facet Wealth: Digital-first flat-fee financial planning firm targeting mass-affluent and HNW clients nationally — competes with AFP on flat-fee positioning but with technology-led, virtual-first delivery and venture backing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AlexanderFinancialPlanning
• Facebookfacebook.com/AlexanderFinancialPlanning
• LinkedInlinkedin.com/company/alexander-financial-planning
• Xx.com/afp43212

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Alexander Financial Planning