Sensible Money
- Company typePrivate
- Founded2011
- HeadquartersScottsdale, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
Sensible Money firmographics
Firmographics- Name
- Sensible Money
- Legal name
- Sensible Money, LLC
- Website
- https://sensiblemoney.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Sensible Money industry classification
Industry- Product category
- Retirement Financial Advisory
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Comprehensive Financial Planning (FSAEAAAA)
- akta.pro secondary industry
- Fee-Only Advisory (FSAEAAAL)
Keywords
Where Sensible Money is headquartered
LocationHeadquarters
- HQ city
- Scottsdale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sensible Money business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Juicing® Plan (One-time Planning Fee): One-time planning fee for comprehensive retirement projection modeling process delivered over a series of three or more meetings. After a $1,200 deposit, the remainder is invoiced upon plan completion, or covered through ongoing AUM fee.
- Juicing® PLUS (Ongoing AUM Fee): Asset-based fee for ongoing planning and investment management. After a $1,200 deposit, asset-based rate starts at 1.25% of first $1M and scales down as account size rises. Includes portfolio management, annual plan updates, tax projections, and unlimited consultation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Juicing® Plan - One-time comprehensive retirement planning |
| Subscription | Annual | Juicing® PLUS - Ongoing planning and investment management |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Sensible Money product offering
Product offeringCore offering
Sensible Money is a fee-only fiduciary financial advisory firm that sells retirement income planning and ongoing investment management services to individual retirees and near-retirees. Its core offerings are the Juicing® Plan, a one-time comprehensive retirement planning engagement delivered over multiple strategy meetings, and Juicing® PLUS, an all-inclusive ongoing AUM-based service combining portfolio management, annual plan updates, tax reviews, and unlimited consultation for clients with $1M+ investable assets. Account custody is provided through Charles Schwab, with portfolio implementation handled in coordination with investment partner Asset Dedication.
Product overview
Sensible Money offers two core financial planning and investment management services: the Juicing Plan, a comprehensive financial planning process delivered over multiple strategy meetings, and Juicing PLUS, an all-inclusive ongoing investment management service for clients with $1M+ in investable assets. The firm uses proprietary modeling tools and coordinates with partners like Charles Schwab for custody and Asset Dedication for investment portfolio construction. Additional services include secure document sharing via Box and consolidated portfolio reporting.
Differentiator
Problem solved
Functional benefit
Products and services
- Juicing® Plan
- Juicing® PLUS
Quantifiable outcome
- Ranked #1 in Arizona, #16 nationally for firms with $500M-$1B AUM
- +2 more outcomes
Companies that use Sensible Money
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Sensible Money technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
Sensible Money partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Charles SchwabcoreCharles Schwab serves as the chosen custodian for client accounts. Clients receive account statements directly from Schwab with online access. Sensible Money handles all paperwork, customer service, and portfolio management while clients have direct access to their accounts through Schwab's platform.
- Asset DedicationcoreInvestment partner that works with Sensible Money to build income ladders and growth portfolios per specifications laid out in client financial plans. While Sensible Money develops the strategic plan, Asset Dedication selects individual securities that match plan objectives.
- MPS Insurance AdvisorsminorInsurance specialist partner featured in webinar on Planning for Healthcare Insurance Before and After Medicare, providing expertise on health insurance decisions in retirement.
- Professional Life Advisors Network (PLAN)minorPartner organization featured in webinar on healthcare insurance planning, providing professional life insurance advisory expertise.
- Carl Richards / BehaviorGapminorInspiration source for sketches and illustrations used in Sensible Money materials. Carl Richards created initial drawings in 2012 and encouraged the team to develop their own visual style using simple Sharpie and paper technique.
Scale indicators5 records
Recent moves1 record
Expansion highlights5 records
Sensible Money competitors and assessment
Company assessmentBroad incumbents
- Wealth Enhancement Group: National RIA platform that acquires and partners with advisor-led wealth management firms. Comparable HNW focus and planning orientation, though it operates a roll-up model serving as both competitor and potential acquirer of Sensible Money.
- Fisher Investments: Large investment management firm primarily serving affluent and HNW retail investors with portfolio management and retirement planning. Comparable end-client demographic, though primarily product-led rather than fee-only comprehensive planning.
- Edelman Financial Engines: Largest U.S. retirement-focused RIA serving affluent and mass-affluent households with fee-only planning and investment management. Highly comparable fee model and retirement decumulation focus, though materially larger AUM and broader geographic footprint.
- Mariner Wealth Advisors: National RIA providing comprehensive financial planning, investment management, and tax services to HNW clients. Comparable affluent clientele and planning-led approach, with substantially greater scale and a multi-affiliate operating model.
- Creative Planning: One of the largest U.S. RIAs offering comprehensive fee-only financial planning, investment management, and tax services to HNW clients. Comparable planning-led, fee-only model, though at a far larger AUM scale and with broader service breadth.
Emerging players
- Facet Wealth: Digital-first RIA providing flat-fee financial planning and investment management to affluent clients nationwide. Comparable target demographic and planning-first philosophy, though with a tech-led delivery model that competes on price against traditional RIAs.
Direct peers
- Carson Wealth: Fee-based retirement and wealth planning firm serving HNW households with holistic planning-led services. Directly comparable business model, target client ($1M+ households), and growth trajectory through advisor partnerships.
- Buckingham Strategic Wealth: Fee-only fiduciary firm focused on evidence-based retirement and financial planning. Closely comparable on fee structure (flat retainer plus AUM), evidence-based investment approach, and retirement-decumulation specialization.
- Modera Wealth Management: Fee-only financial planning firm serving HNW clients with comprehensive planning and investment management. Closely comparable on fee-only structure, planning-led methodology, and mid-market AUM scale.
- Keystone Wealth Partners: Independent fee-only RIA serving HNW clients and retirees with comprehensive planning, tax, and investment services. Closely comparable on boutique scale, fee-only model, and retirement-decumulation specialization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sensible Money social profiles
Digital presenceSensible Money financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sensible Money leadership team
Management profileNumber of profiles
Profiles13 records
Sensible Money funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sensible Money 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 Sensible Money
What does Sensible Money do?
Sensible Money is a fee-only fiduciary financial advisory firm that sells retirement income planning and ongoing investment management services to individual retirees and near-retirees. Its core offerings are the Juicing® Plan, a one-time comprehensive retirement planning engagement delivered over multiple strategy meetings, and Juicing® PLUS, an all-inclusive ongoing AUM-based service combining portfolio management, annual plan updates, tax reviews, and unlimited consultation for clients with $1M+ investable assets. Account custody is provided through Charles Schwab, with portfolio implementation handled in coordination with investment partner Asset Dedication.
Is Sensible Money a public or private company?
Sensible Money is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sensible Money founded?
Sensible Money was founded in 2011. It employs 11 to 50 people.
Where is Sensible Money based?
Sensible Money is headquartered in Scottsdale, United States, in the North America region.
How does Sensible Money make money?
Two revenue lines are on record. Juicing® Plan (One-time Planning Fee) is the primary driver. The others are juicing® PLUS (Ongoing AUM Fee).
Who are Sensible Money's main competitors?
Broad incumbents on record are Wealth Enhancement Group, Fisher Investments, Edelman Financial Engines, Mariner Wealth Advisors and Creative Planning. Facet Wealth is listed as an emerging player. Direct peers are Carson Wealth, Buckingham Strategic Wealth, Modera Wealth Management and Keystone Wealth Partners.
Does Sensible Money have an API?
No public API is recorded for Sensible Money.
What industry is Sensible Money in?
Sensible Money's product category is Retirement Financial Advisory. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning, with a secondary code of FSAEAAAL, Fee-Only Advisory. Its NAICS code is 523940 and its SIC code is 6282.