Sensible Money

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

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

• Retirement income planning
• Financial advisory services
• Investment management
• Wealth management
• Fiduciary planning

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers10 records

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

Five partnerships are on record, tiered core and minor.

• Charles SchwabcoreTechnology or IntegrationCharles 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 DedicationcoreTechnology or IntegrationInvestment 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 AdvisorsminorStrategic or Co-development PartnerInsurance 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)minorStrategic or Co-development PartnerPartner organization featured in webinar on healthcare insurance planning, providing professional life insurance advisory expertise.
• Carl Richards / BehaviorGapminorStrategic or Co-development PartnerInspiration 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

Broad 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

• YouTubeyoutube.com/@Sensible-money
• Xx.com/SensibleMoneyUS

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Sensible Money