Altruist Financial Advisers

What Altruist Financial Advisers does

PruFid Financial Advisors LLC, operating under the long-standing trade name Altruist Financial Advisers until its 2025 rebrand, is a fee-only registered investment advisor founded in 2001 and headquartered in Holland, Michigan. The firm provides objective investment management and financial planning services to individual investors across the United States on a remote, direct-to-consumer basis. Its product is a single advisory engagement grounded in academic investment research, with recommendations delivered in writing and backed by a complete-satisfaction money-back guarantee.

The operating model is deliberately low-cost: the firm runs from a home office with no disclosed employees, no proprietary technology platform, no mobile app, no API integrations, and no third-party software dependencies. There are no commission arrangements, no affiliations with product sponsors, and no enterprise or institutional clients — every engagement is a direct relationship with an individual investor. Pricing is not publicly disclosed; fees are quoted on a per-engagement basis under a recurring subscription-style arrangement. The firm is a member of NAPFA, which enforces a fiduciary oath and fee-only compensation discipline, and holds the registered "PruFid" service mark as its primary brand identity asset.

The business is founder-owned with no venture capital, private equity, or institutional backing disclosed, no funding rounds, no subsidiaries, and no M&A activity. Revenue, headcount, AUM, and client counts are not publicly disclosed; the sole public contact channel is a Gmail address. Strategic communications rely on a static website and a "Reading Room" of curated academic content for top-of-funnel credibility building.

Name

Altruist Financial Advisers

Legal name

PruFid Financial Advisors LLC

Website

https://altruistfa.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

PruFid Financial Advisors LLC (formerly Altruist Financial Advisers) is a fee-only, fiduciary registered investment advisor founded in 2001, serving individual investors nationwide via remote advisory services delivered from a low-overhead home office in Holland, Michigan.

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

Fee-Only Advisory (FSAEAAAL)

akta.pro secondary industry

Financial Planning–Led RIAs (FSAAACAB)

Keywords

• Fee-only financial advisory
• Investment management
• Fiduciary financial advice
• Financial planning services
• Retirement planning

Headquarters

HQ city

Holland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-Only Advisory Services: The company operates on a fee-only basis, charging clients directly for financial advisory services without accepting commissions on financial products. This eliminates conflicts of interest inherent in commission-based compensation models.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

PruFid Financial Advisors LLC (formerly Altruist Financial Advisors LLC) provides fee-only investment management and financial advisory services to individual investors. The firm offers objective, commission-free guidance backed by fiduciary responsibility, a money-back satisfaction guarantee, and written recommendations citing academic research, delivered through a low-overhead remote/home-office operating model.

Product overview

PruFid Financial Advisors LLC (previously Altruist Financial Advisors LLC from 2001–2025) is a fee-only investment management firm providing objective financial advisory services. The company operates as a single core service offering focused on investment management, distinguishing itself through commission-free advice, fiduciary responsibility, and a money-back satisfaction guarantee. Their investment approach is grounded in academic research and includes comparative analysis tools such as DFA vs. Vanguard strategy comparisons.

Differentiator

Problem solved

Functional benefit

Products and services

• Fee-Only Investment Management Fee-only investment advisory service providing objective financial guidance without commission-based compensation, delivered under fiduciary responsibility to clients. Includes investment management, financial planning, retirement planning, and wealth management, backed by a complete satisfaction money-back guarantee and written recommendations grounded in academic research.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• National Association of Personal Financial Advisors (NAPFA)minorOthersThe company is affiliated with NAPFA (evidenced by NAPFA logo display on their website), indicating membership in the professional association for fee-only financial advisors. NAPFA membership requires adherence to the NAPFA Fiduciary Oath and fee-only compensation structure.

Recent moves3 records

Expansion highlights2 records

Direct peers

• Personal Capital (Empower Personal Dashboard): Hybrid RIA combining a free financial dashboard with fee-only advisory services for higher-AUM individual investors. Closely comparable in combining technology, financial planning, and fiduciary advice for individual investors.
• Wealthfront: Digital fee-only wealth manager offering automated investment management and financial planning to individual investors. Competes with PruFid for the same fee-only, low-cost, fiduciary positioning but at much greater scale and with a proprietary tech platform.
• Betterment: Largest independent robo-advisor offering automated, fee-only portfolio management to individual investors. Directly comparable to PruFid on fee-only positioning and target market (DIY/mass-affluent individual investors), though delivered via technology rather than human advisors.

Broad incumbents

• Vanguard Personal Advisor Services: Vanguard's hybrid robo-plus-human advisory service, providing fee-only, fiduciary investment advice to individual investors. Represents the scaled, low-fee incumbent that PruFid's positioning implicitly benchmarks against.
• Edelman Financial Engines: Large national RIA offering fee-only investment management and financial planning to individual investors. Competes with PruFid on the fee-only, fiduciary, individual-investor dimension but at vastly greater scale and with proprietary technology.
• Schwab Intelligent Portfolios: Charles Schwab's automated advisory service offering fee-only portfolio management to individual investors. Competes for the same low-fee, passive-investing-oriented individual investor segment as PruFid, with the backing of a major incumbent broker.

Emerging players

• Facet Wealth: Tech-enabled fee-only RIA providing remote financial planning and investment management to individual investors. Closely comparable business model to PruFid (fee-only, fiduciary, remote/nationwide delivery) but built on a multi-advisor technology platform.

Others

• XY Planning Network: Network of fee-only financial advisors serving Gen X and Gen Y clients with flat-fee, remote financial planning. Comparable to PruFid as a fee-only fiduciary competitor, but operates as a network/network-supported RIA rather than a single firm.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Altruist-Financial-Advisors-LLC-161926840503950
• LinkedInlinkedin.com/company/altruist-financial-advisors-llc

Revenue estimate

Valuation estimate

Number of profiles

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 Altruist Financial Advisers