Roell Capital Management

What Roell Capital Management does

Roell Capital Management, LLC is a privately-held, fee-based financial advisory practice headquartered in Milwaukee, Wisconsin, founded in 2006 by Brian J. Roell. The firm delivers comprehensive wealth management across three core service lines: fee-based financial planning (aligned to the Certified Financial Planner Board process), investment advisory services covering stocks, bonds, mutual funds, annuities, and variable life insurance, and risk management encompassing life, disability, and long-term care insurance. Services are produced through a small team (1–10 employees) including a Director of Financial Planning, and distributed via a registered-representative relationship with MML Investors Services, LLC; the firm is not a subsidiary or affiliate of MassMutual.

The practice is organized around three target client personas — Rising Leaders (early-career professionals managing student debt, savings, and life milestones), Corporate Executives (handling equity compensation, concentrated stock, and complex retirement distribution planning), and Business Owners (integrating personal and corporate wealth, succession, and exit planning). For business-owner work the firm partners with Triumph Wealth Management, LLC. Pricing is custom-quoted based on a documented complexity assessment, with the initial plan fee guaranteed in writing and recurring annual maintenance billed at a lower rate.

Roell Capital Management relies entirely on third-party technology for client-facing capabilities rather than proprietary platforms: EMoney for account aggregation and planning, Mystreetscape (Wealthscape) for portfolio and account management, Investor360 for investment account viewing, and MassMutual Private Wealth & Trust for trust and estate services. The firm holds no disclosed AI/ML capabilities, no patents or trademarks, no funding history, and operates with no parent entity or external investors. Geographic reach spans 13 securities-licensed states (WI, IL, MN, IN, FL, NC, CO, TX, WA, NV, KY, CA, SC) and 5 insurance-licensed states; lead generation is referral- and consultative-driven via the firm website, Calendly, and direct outreach.

Name

Roell Capital Management

Legal name

Roell Capital Management, LLC

Website

https://roellcapital.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Roell Capital Management is a Milwaukee-based, fee-based financial advisory firm serving individuals and business owners across 13 U.S. states with financial planning, investment advisory, and risk management services distributed through MML Investors Services.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Corporate Finance & Capital Advisory (BPAHADAB)

Keywords

• Financial planning services
• Investment advisory services
• Wealth management
• Risk management insurance
• Retirement planning

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Securities and Investment Advisory Services: Securities, investment advisory and financial planning services offered through qualified registered representative of MML Investors Services, LLC, Member SIPC. Services include investment product selection, portfolio construction, and ongoing investment management.
2. Fee-Based Financial Planning: Customized comprehensive financial plans addressing multiple areas including financial position, protection planning, retirement planning, investment planning, tax management, and estate planning. Plans include Analysis and Recommendations Report, Implementation Report, and a personalized website for account aggregation. After initial plan creation, maintenance and revisiting the plan is generally at a lower annual fee than plan creation cost.
3. Risk Management/Insurance Products: Risk management services including life insurance, disability income insurance, long-term care planning, and fixed insurance-based strategies such as annuities. The firm emphasizes insurance as the foundation of wealth management, protecting income, family, and legacy.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Roell Capital Management provides fee-based financial planning, investment advisory services, and risk management solutions for individuals, families, corporate executives, and business owners. Services follow the Certified Financial Planner Board process and cover financial position assessment, protection planning, retirement planning, investment planning, tax management, and estate planning. Securities and investment advisory services are offered through qualified registered representatives of MML Investors Services, LLC.

Product overview

Roell Capital Management offers a unified suite of fee-based financial planning and wealth management services. The core offerings include Fee-Based Financial Planning (following Certified Financial Planner Board standards), Investment Advisory Services, and Risk Management. The firm also provides specialized planning for three client segments: Rising Leaders, Corporate Executives, and Business Owners. Client access to accounts is facilitated through integrations with third-party platforms including EMoney (wealth management and aggregation), Investor360 (investment accounts), Mystreetscape/Wealthscape (portfolio management), and MassMutual Private Wealth & Trust (trust services).

Differentiator

Problem solved

Functional benefit

Products and services

• Fee-Based Financial Planning

Quantifiable outcome

• Financial plan typically delivered within 30-90 days of receiving all required documents

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Two partnerships are on record, tiered core.

• Triumph Wealth Management, LLCcoreStrategic or Co-development PartnerStrategic partnership for serving business owners. Triumph Wealth Management, LLC specializes in strategizing with small businesses and provides tailored advice on all aspects of business, personal, and wealth planning. Through their experience, Triumph helps implement the right mix of services to meet complex business owner needs. Note: Triumph Wealth Management LLC is not a subsidiary or affiliate of MML Investors Services, LLC or its affiliated companies.
• MML Investors Services, LLCcoreChannel Partner/ Reseller/ DistributorSecurities, investment advisory and financial planning services offered through qualified registered representative of MML Investors Services, LLC, Member SIPC. Roell Capital Management operates as a registered representative of MML Investors Services for securities products. Supervisory Office: 10401 Innovation Drive, Suite 125, Wauwatosa, WI 53226.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• Savvy Wealth: Tech-enabled RIA platform supporting independent financial advisors with planning software and back-office infrastructure; comparable as an emerging alternative to small practices seeking to scale wealth advisory offerings.

Broad incumbents

• Focus Financial Partners: Leading RIA aggregator providing wealth management, financial planning, and investment advisory services to HNW clients — comparable in comprehensive service offering and target clientele even though materially larger.
• Carson Group: National RIA network serving individuals and business owners with financial planning, investment, and insurance solutions; comparable in combining fee-based planning with insurance distribution and serving similar client personas including business owners.
• Edelman Financial Engines: Large RIA combining financial planning, investment management, and workplace advice for individuals nationwide — comparable in serving a mix of mass-affluent and HNW clients through fee-based advisory engagements.
• Steward Partners Global Advisory: Employee-owned partnership supporting independent advisors in serving HNW clients with planning, investment, and risk management — comparable in serving similar client segments with multi-advisor wealth practices.
• Mariner Wealth Advisors: Large independent RIA delivering holistic financial planning, investment advisory, risk management, and estate planning to HNW individuals and executives — overlapping in target segments (corporate executives, business owners) and service categories.
• Creative Planning: One of the largest U.S. fee-only RIAs offering comprehensive financial planning, investment management, and tax/estate services to individuals and business owners — directly comparable in service mix to Roell Capital but at significantly greater scale.

Regional players

• Savant Wealth Management: Midwest-based fee-only RIA offering financial planning, investment management, and tax services to individuals and business owners — closely comparable in regional footprint (Illinois/Wisconsin-adjacent), service scope, and mid-market positioning.
• Landaas & Company: Milwaukee-based fee-only investment advisory firm offering portfolio management and financial planning to individuals and institutions — highly comparable by geography, fee model, and small-practice scale.

Direct peers

• Buckingham Strategic Wealth: Fee-only RIA providing evidence-based financial planning and investment advisory to individuals across the U.S. — directly comparable in fee-based planning model, target clients, and advisor-led engagement style.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Roell Capital Management