Capital Financial Planning

What Capital Financial Planning does

Capital Financial Planning (doing business as "Sailing Rowing") is a privately held, boutique financial advisory firm founded in 2005 and headquartered in West Des Moines, Iowa. The firm provides comprehensive financial planning and investment advisory services to three primary customer segments: individuals and families, businesses, and public sector employees (notably Iowa State employees participating in the Iowa Retirement Investors' Club 457/401(a) program). Securities are offered through Registered Representatives of Cambridge Investment Research, Inc. (a FINRA/SIPC broker-dealer) and advisory services are provided through Cambridge Investment Research Advisors, Inc. (a Registered Investment Adviser); Capital Financial Planning is explicitly not affiliated with either Cambridge entity.

The firm's service portfolio spans budgeting, cash management, debt management, investment management, risk management, and strategic planning, supported by insurance offerings (disability, long-term care, term and permanent life, health, Medicare Supplement) and retirement/estate/tax/education planning. Core technology is the Riskalyze platform, which mathematically quantifies client risk tolerance and aligns portfolios to the investor's emotional and financial capacity. Client communications are augmented by "Max," an AI-powered digital assistant delivering text and email updates for meetings, paperwork reminders, and market commentary. The firm's go-to-market is a structured four-step advisor-led process (Discovery, Design, Implementation, Communication) delivered by a small team of two financial advisors, one registered client service associate, and Max. The firm is registered to sell securities in 32 states and insurance in Tennessee, with custody and account access distributed through Emaplan, Charles Schwab, Fidelity (Wealthscape), and Empower Retirement (for Iowa public-sector plans).

The revenue model is professional services — fee-based financial advisory income generated through Cambridge's broker-dealer and RIA infrastructure. No pricing is publicly disclosed; engagement is appointment-based. The firm's brand differentiation rests on its "Sailing Rowing" adaptive market philosophy and an emphasis on goal-accomplishment over market-chasing, supplemented by content marketing (resource center, financial calculators, glossary, educational classes) and a thought-leadership blog. With 1–10 employees (effectively three humans plus Max), the business is a lifestyle-scale boutique practice rather than a venture-backed or PE-target platform.

Name

Capital Financial Planning

Legal name

Capital Financial Planning

Website

https://sailingrowing.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Capital Financial Planning is a privately held boutique financial advisory firm in West Des Moines, Iowa, offering financial planning, investment management, risk profiling, and insurance services to individuals, businesses, and Iowa public sector employees through Cambridge Investment Research.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industry

Target-Risk / Risk-Profile Model Portfolios (FSAAAJAD)

Keywords

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

Headquarters

HQ city

West Des Moines

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Securities offered through Cambridge Investment Research, Inc. (broker-dealer member FINRA/SIPC); Advisory services through Cambridge Investment Research Advisors, Inc. (Registered Investment Adviser). Services include budgeting, cash management, debt management, investment management, risk management, and strategic planning for individuals, businesses, and public sector employees.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Capital Financial Planning provides comprehensive financial planning and investment advisory services to individuals, families, businesses, and public-sector employees. Offerings span budgeting, cash management, debt management, investment management, risk management, and strategic planning, coordinated with external attorneys and CPAs. Securities are delivered through Cambridge Investment Research, and the firm deploys Riskalyze for risk profiling and a proprietary AI assistant ("Max") for ongoing client communication.

Product overview

Capital Financial Planning is a financial services firm offering comprehensive planning and advisory services to individuals, families, businesses, and public sector employees. The firm provides a unified suite of financial planning services including budgeting, cash management, debt management, investment management, risk management, and strategic planning. They utilize the Riskalyze platform for risk assessment profiling and offer Max, an AI digital assistant for client communication. Investment options span stocks, bonds, mutual funds, MLPs, REITs, CDs, fixed and variable annuities, unit investment trusts, structured notes, and advisory accounts. Insurance offerings include disability, long-term care, term life, permanent life, health, Medicare Supplement, and dental/hearing/vision coverage. For retirement, they offer guidance on 401(k)/403(b)/457 rollovers, IRAs, Roth IRAs, 529 plans, and retirement projections. The firm serves Iowa residents and operates nationwide with licensed representatives in 31 states.

Differentiator

Problem solved

Functional benefit

Products and services

• Comprehensive Financial Planning Services
• Max AI Digital Assistant
• Riskalyze Risk Assessment Tool
• Business Retirement and Benefit Programs
• Iowa Public-Sector Retirement Programs

Quantifiable outcome

• Riskalyze mathematically quantifies risk tolerance and helps align portfolio with investor's emotional and financial capacity

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and major.

• Cambridge Investment Research, Inc.coreChannel Partner/ Reseller/ DistributorSecurities offered through Registered Representatives of Cambridge Investment Research, Inc., a broker-dealer member FINRA/SIPC. This is a primary distribution partnership for securities products.
• Cambridge Investment Research Advisors, Inc.coreChannel Partner/ Reseller/ DistributorAdvisory services provided through Cambridge Investment Research Advisors, Inc., a Registered Investment Adviser. This is the primary RIA relationship for advisory services. Note: Cambridge and Capital Financial Planning are not affiliated.
• RiskalyzecoreTechnology or IntegrationIndustry-leading risk tolerance profiling platform that provides mathematical quantification of client risk tolerance and portfolio alignment assessment. Used as primary risk assessment tool on the website.
• Charles SchwabmajorTechnology or IntegrationMajor custody and account platform partner providing client account access and administration through Schwab client portal.
• Fidelity InvestmentsmajorTechnology or IntegrationCustody platform partner providing client account access through Wealthscape investor portal.
• Empower RetirementmajorTechnology or IntegrationThird-party administrator for public sector retirement accounts, specifically the Iowa Retirement Investors' Club (RIC) 457(b) and 401(a) programs for State of Iowa employees.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Others

• Cambridge Investment Research: Fairfield, IA-based independent broker-dealer and RIA platform that provides compliance, technology, and custody infrastructure to affiliated advisors including Capital Financial Planning. Comparable as the firm's primary platform partner — represents both an enabling relationship and a channel/structural dependency.

Emerging players

• Facet Wealth: Baltimore-based digital-first financial planning firm offering flat-fee comprehensive planning and investment management to individuals nationwide. Comparable as an emerging player pursuing the same comprehensive-planning value proposition through a fundamentally different delivery model (digital vs. in-person), representing a long-term competitive threat.
• Cetera Financial Group: El Segundo, CA-based independent broker-dealer platform supporting independent financial advisors in comprehensive planning and investment services. Comparable as an alternative IBD/RIA platform that competing independent practices use, and a potential switching destination for Capital Financial Planning.
• Commonwealth Financial Network: Waltham, MA-based independent broker-dealer/RIA platform supporting independent financial advisors in offering comprehensive planning. Comparable as a platform model for independent comprehensive planners, though typically used by larger practices than Capital Financial Planning.

Broad incumbents

• Ameriprise Financial: Minneapolis-based diversified financial services company offering financial planning, investment, and insurance products through affiliated advisors. Comparable as a national incumbent providing comprehensive planning services to households and small businesses, with a similar multi-segment coverage model.
• Edward Jones: St. Louis-based national broker-dealer/RIA serving individuals, families, and small businesses with comprehensive financial planning and investment services. Comparable as the dominant incumbent in the same Main-Street comprehensive-planning segment Capital Financial Planning targets.
• Raymond James Financial Services: St. Petersburg, FL-based diversified financial services firm offering comprehensive wealth management, investment, and financial planning through its Financial Services division. Comparable as a large incumbent serving the same individual/business planning market via affiliated advisors.

Direct peers

• Carson Group: Omaha-headquartered independent advisor platform serving individuals and businesses with financial planning, investment, and insurance services. Comparable as a Midwest-anchored comprehensive planning firm built on a multi-advisor team model with similar geographic and product breadth.
• Mariner Wealth Advisors: Overland Park-based independent RIA offering comprehensive financial planning, investment management, tax, and estate services to individuals and families. Comparable as a comprehensive planning RIA with similar service taxonomy and team-based delivery model.
• Creative Planning: Overland Park-based independent RIA offering comprehensive financial planning to individuals, families, and businesses. Comparable as a Midwestern boutique-to-mid-market advisory firm that scaled by offering multi-segment planning (personal, business, retirement plan) — the trajectory Capital Financial Planning aspires to.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/capitalfinancialplanning

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 Capital Financial Planning