Heritage Financial Strategies

What Heritage Financial Strategies does

Heritage Financial Strategies is a fiduciary financial planning and investment advisory firm headquartered in Gilbert, Arizona, serving individuals and families primarily in Arizona and Iowa while holding SEC registration that permits advisory services across all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands. The firm operates as a DBA of Maridea Wealth Management LLC, a wholly owned subsidiary of Maridea Holdings LLC that also owns Maridea Insurance Company LLC and Maridea Tax and Business Services LLC, situating Heritage inside a multi-line financial services holding company. Its service offering centers on personalized financial planning, retirement and estate planning, and fiduciary investment management delivered through a consultative sales motion that begins with a complimentary connection meeting, proceeds to a needs assessment, and culminates in an ongoing planning relationship.

The firm's product surface combines a core advisory service with a layered content and tooling ecosystem. Core delivery runs on third-party planning technology including eMoney (financial planning and client portal), PreciseFP (client data intake), and NextInvestor, supplemented by a secure document vault for client records. Supporting products include a 'We Make Money Fun' blog with 60+ articles, a 'Shanna Making Money Fun' podcast, an Eventbrite-hosted speaking and workshop program led by financial advisor Shanna Reed, website-based financial calculators, and a client stories page featuring testimonial-based social proof. The technology footprint is conventional RIA tooling rather than proprietary software; integration and security of the client portal is the primary technical differentiator cited in marketing.

Revenue mechanics are fee-based and recurring: Heritage (via Maridea Wealth Management) generates revenue through advisory fees on managed assets and fees for financial planning engagements, with pricing not publicly disclosed and prospects routed through consultation. Distribution is sales-led and direct: complimentary connection meetings funnel prospects into deeper consultations, with in-person delivery in Gilbert and virtual meetings for clients across the broader footprint. The firm employs 1-10 people, was incorporated in 2009, and is privately held with no disclosed funding rounds or institutional investment.

Name

Heritage Financial Strategies

Legal name

Heritage Financial Strategies, LLC

Website

https://heritagefinancialaz.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Heritage Financial Strategies is a fiduciary financial planning and investment advisory firm based in Gilbert, Arizona. Operating as a DBA of Maridea Wealth Management LLC, it delivers personalized retirement, estate, and investment planning to individuals and families across the U.S.

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

Estate & Legacy Planning Advisory (FSAEAAAG), Retirement Income Planning & Decumulation Advisory (FSAEABAD), Estate Planning & Trust Structuring Advisory (FSAEAKAC), Retirement Plan Participant Advice & Managed Accounts (FSAEABAF), Financial Coaching & Budgeting Advisory (FSAEAAAH), Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN)

Keywords

• Financial planning services
• Fiduciary investment advisory
• Retirement planning
• Wealth management
• Personal financial advisory

Headquarters

HQ city

Gilbert

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, Others

Revenue model

1. Investment Advisory Services: Fee-based investment advisory services provided as an SEC-registered investment adviser operating as a fiduciary. Revenue is generated through advisory fees for investment management and financial planning services.
2. Financial Planning Services: Comprehensive financial planning services including retirement planning, estate planning, and personalized financial plans. Services are offered through consultation-based engagement.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Heritage Financial Strategies is an SEC-registered investment adviser operating as a DBA of Maridea Wealth Management LLC. It provides personalized financial planning and fiduciary investment advisory services to individuals and families, including retirement planning, estate planning, investment management, and ongoing financial check-ups. The firm delivers advice through scheduled consultations supported by third-party planning platforms such as eMoney, PreciseFP, and NextInvestor.

Product overview

Heritage Financial Strategies is a financial planning and investment advisory firm operating under the Maridea Holdings umbrella. The firm offers a unified advisory service combining personalized financial planning with fiduciary investment management, delivered through a structured planning process. The product portfolio centers on the core Financial Planning and Investment Management offering supplemented by Fiduciary Investment Services. Supporting the core advisory relationship are ancillary tools and content products: a Financial Calculators suite, a Secure Client Portal for account access, the Shanna: Making Money Fun Podcast, a blog covering financial planning topics, and a Client Stories section showcasing testimonial cases. The firm also offers Speaking and Workshops as an educational engagement product. The overall architecture is best described as a single advisory service supplemented by educational content and self-service tools rather than a modular software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning and Investment Management

Named customers6 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

Feature2 records

Partnerships

One partnership is on record.

• Maridea Wealth Management LLCcoreOthersMaridea Wealth Management LLC (MWM) is an SEC-registered investment adviser and the parent company of Heritage Financial Strategies. MWM is a wholly owned subsidiary and affiliate of Maridea Holdings LLC. Heritage operates as a dba under MWM's SEC registration. MWM also offers insurance services through Maridea Insurance Company LLC and tax/business services through Maridea Tax and Business Services LLC.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Personal Capital (Empower):
• Creative Planning: Large national RIA offering comprehensive financial planning, investment management, and tax services to high-net-worth and mass-affluent households. Overlaps with Heritage on fiduciary, planning-led model and retirement-income focus, but at much greater AUM scale.
• Edelman Financial Engines: One of the largest independent RIAs in the U.S., offering comprehensive financial planning and investment management to individuals and retirement plan participants. Competes with Heritage for the same retirement-planning persona but at vastly greater scale and broader product breadth.

Direct peers

• Facet Wealth: Flat-fee, virtual-first financial planning firm providing personalized plans nationally to individuals and families. Heritage's SEC registration across all 50 states plus its consultative, planning-led model overlap directly with Facet's value proposition and delivery.
• Maridea Wealth Management LLC: Parent SEC-registered investment adviser of Heritage Financial Strategies (operates Heritage as a DBA). Shares the same fiduciary advisory charter and regulatory registration; effectively the same operating business for comparative purposes.
• XY Planning Network: Network of fee-only financial advisors serving Gen X and Gen Y clients with subscription-based financial planning. Heritage shares the recurring-fee, planning-first, fiduciary model and targets a similar demographic of pre-retirees and retirees.
• Ellevest: Digital wealth management and financial planning firm explicitly built around serving women — the same primary and secondary persona Heritage cultivates with its women's empowerment and divorce-focused segments. Both blend fiduciary advice with educational content and target underserved female clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/stingom
• Facebookfacebook.com/heritagefinancialstrategies
• LinkedInlinkedin.com/company/shannatingom

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Heritage Financial Strategies