What Rice Financial Group does

Rice Financial Group (RFG) is a fee-based, full-disclosure financial advisory firm founded in 2009 by Ian Rice and headquartered in Wilsonville, Oregon. The firm operates as an independent registered investment adviser through Cambridge Investment Research Advisors, Inc., with brokerage services provided through Cambridge Investment Research, Inc. (a FINRA/SIPC broker-dealer). It delivers fiduciary investment management, wealth management, and comprehensive financial planning to individuals, families, and business owners, structured around two engagement models: Fundamental Financial Solutions (Traditional) for specific financial needs and Strategic Financial Planning (Ongoing) for comprehensive, contract-based long-term planning. Service is virtual-first across 25+ U.S. states.

The firm employs approximately six staff — three CFP-level advisors (Ian Rice, Kasey Closs, Shane Allen) holding stacked advanced designations (AEP, CFP, ChFC, CLU, RICP), plus operations, marketing/relations, and office management roles. There is no proprietary technology; the operating stack is built on third-party platforms including SEI (investment account access), Cambridge/CIR (statements and broker-dealer services), Clic Advisor via eMPLAN (financial planning and account aggregation), and MassMutual (insurance policy management). No AI/ML capabilities, apps, APIs, or in-house product engineering were disclosed.

Revenue is generated through three streams: (1) contract-based recurring annual fees for ongoing financial planning, (2) AUM-based fiduciary asset management fees on client portfolios (with reduced rates for Strategic Financial Planning clients), and (3) insurance carrier commissions (principally MassMutual) for coordinating life, health, accident, and long-term care product placement. Pricing is hybrid — flat fee, hourly, or percentage of assets depending on engagement — and is not publicly disclosed. Go-to-market is sales-led and referral-driven, supplemented by educational seminars, blog content, and a resources hub, with new engagements opened through a complimentary introductory meeting.

Name

Rice Financial Group

Legal name

Rice Financial Group

Website

https://ricefg.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Rice Financial Group is a fee-based, fiduciary financial advisory firm in Wilsonville, Oregon, serving individuals, families, and business owners across 25+ U.S. states via virtual delivery. It offers recurring financial planning, AUM-based investment management, and insurance coordination through licensed CFP advisors.

Ownership category

akta.pro rank

Product category

Financial Advisory & Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

Keywords

• Financial planning services
• Fiduciary investment advice
• Retirement income planning
• Wealth management advisory
• Business succession planning

Headquarters

HQ city

Wilsonville

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, Operations, Marketing or Sales, Others

Revenue model

1. Fee-Based Financial Planning Services: Contract-based annual fee for ongoing fiduciary financial planning advice. Clients pay a flat annual fee for comprehensive financial planning services.
2. Asset Management Services: Fiduciary asset management services charged as a fee against assets under management (AUM). Reduced AUM fee model available for Strategic Financial Planning clients.
3. Insurance Services: Commissions received from insurance companies for coordinating placement of certain insurance-based products including life, health, accident, and related coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Rice Financial Group is a fee-based, independent fiduciary financial advisory firm that delivers comprehensive financial planning, investment management, and wealth management services to individuals, families, and business owners. The firm offers two primary engagement models—Fundamental Financial Solutions (Traditional) for specific financial needs and Strategic Financial Planning (Ongoing) for long-term comprehensive planning—and supports these with retirement, tax, estate, charitable, business succession, and insurance coordination services. Securities are provided through Cambridge Investment Research, Inc., and advisory services through Cambridge Investment Research Advisors, Inc., with the firm licensed to serve clients in 25+ U.S. states via virtual delivery.

Product overview

Rice Financial Group operates as a fee-based, full-disclosure financial advisory firm offering two primary service models: Fundamental Financial Solutions (Traditional) for specific financial needs, and Strategic Financial Planning (Ongoing) for comprehensive long-term planning. These core services are built on fiduciary investment management and wealth management provided through Cambridge Investment Research Advisors, Inc. The firm's integrated offering includes insurance services, retirement planning, estate planning, business succession planning, tax reduction strategies, and charitable giving strategies—all coordinated through a team-based approach. The firm utilizes SEI, Cambridge/CIR, CLIC Advisor, and MassMutual platforms for client account access and financial planning tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Fundamental Financial Solutions (Traditional) A targeted service engagement for clients needing help with specific financial needs such as insurance planning, investment setup, or one-time financial reviews, focused on maximizing the financial potential of specific products or accounts managed on the client's behalf. Priced on a hybrid basis (flat fee, hourly fee, or percentage of assets).
• Strategic Financial Planning (Ongoing) A comprehensive ongoing financial planning engagement for clients who want a long-term partner to manage and evolve their financial life. Includes regular check-ins, proactive planning, cross-area coordination, annually updated goals and strategies, and annual XRM updates. Priced as a contract-based annual fee with a reduced AUM fee model.
• Fiduciary Investment Management Fee-based fiduciary asset management services delivered through Cambridge Investment Research Advisors, Inc., with investment advisors bound by fiduciary duty to act in clients' best interests. Charged as a fee against assets under management, with reduced fees for Strategic Financial Planning clients.
• Wealth Management Comprehensive wealth management for individuals, families, and business owners that integrates investment management, financial planning, and coordination across multiple financial aspects of a client's life.
• Insurance Services Fixed insurance services including life, health, accident, and long-term care coverage. The firm earns commissions from insurance companies for coordinating placement of these insurance-based products.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• FINRAcoreOthersSecurities offered through broker-dealer member FINRA. Firm's advisors can be checked through FINRA's BrokerCheck tool.
• SIPCcoreOthersSecurities protected through SIPC (Securities Investor Protection Corporation) for client accounts.
• MassMutualminorChannel Partner/ Reseller/ DistributorInsurance carrier partner for life and related insurance products. Firm holds licenses allowing receipt of commissions for placing insurance products.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Ellevest: Digital-first financial planning and investment platform for women and working professionals with flat-fee virtual advice. Overlaps with RFG's planning-led, virtual delivery model at lower price points, particularly for younger mass-affluent segments.

Direct peers

• Carson Group: Wealth management firm and advisor support platform serving independent advisors with financial planning, coaching, and business consulting. Comparable fiduciary planning-led orientation; provides shared back-office similar to what RFG accesses via Cambridge.
• Facet Wealth: Fee-only virtual financial planning firm serving households nationwide across all 50 states with a flat subscription model. Directly comparable to RFG's virtual-first comprehensive planning model, though at scale and with broader geographic coverage.
• Hightower Advisors: Independent RIA and wealth management firm that acquires and supports fiduciary advisory teams. Highly comparable on the independent fiduciary, fee-based, team-based service model, though Hightower operates at materially greater scale.
• Mariner Wealth Advisors: Independent RIA offering comprehensive financial planning, estate, tax, and business succession services to HNW/UHNW clients. Comparable service mix to RFG including retirement, estate, and succession planning — but at large institutional scale.

Others

• Cambridge Investment Research: RFG's broker-dealer and RIA infrastructure partner (FINRA member, RIA). Not a direct competitor but the platform enabling RFG's services; a peer for back-office and advisor support offerings.

Broad incumbents

• OneDigital: Large-scale independent advisory and benefits firm actively acquiring and consolidating small/mid-market RIAs. Comparable target profile (small fee-based, multi-advisor) and a likely consolidator path for firms like RFG.
• Edelman Financial Engines: Large independent RIA providing fiduciary financial planning and investment management to individuals and small businesses nationwide. Comparable independent fiduciary stance and planning-led model, but at multi-billion AUM scale.
• Creative Planning: Independent fee-only RIA offering comprehensive wealth management, tax, estate, and business planning to high-net-worth clients. Closely mirrors RFG's value proposition (fiduciary, comprehensive, planning-led) at significantly larger scale.
• Cetera Financial Group: Independent advisor support platform housing multiple broker-dealer and RIA subsidiaries. Comparable operating model to RFG's relationship with Cambridge, supporting independent financial advisors with fiduciary and broker-dealer services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance13 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Rice Financial Group