Altruist Financial Advisers
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.
- Company typePrivate
- Founded2001
- HeadquartersHolland, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
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.
Altruist Financial Advisers firmographics
Firmographics- 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
Altruist Financial Advisers industry classification
Industry- 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
Where Altruist Financial Advisers is headquartered
LocationHeadquarters
- HQ city
- Holland
- HQ country
- United States
- HQ region
- North America
Markets served
Altruist Financial Advisers business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Other | Not specified | Fee-only advisory model with no disclosed pricing tiers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Altruist Financial Advisers product offering
Product offeringCore 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.
Companies that use Altruist Financial Advisers
Customer profileSegments1 record
Ideal customer profiles1 record
Altruist Financial Advisers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Altruist Financial Advisers partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- National Association of Personal Financial Advisors (NAPFA)minorThe 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
Altruist Financial Advisers competitors and assessment
Company assessmentDirect 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
Altruist Financial Advisers social profiles
Digital presenceAltruist Financial Advisers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Altruist Financial Advisers leadership team
Management profileNumber of profiles
Altruist Financial Advisers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Altruist Financial Advisers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Altruist Financial Advisers
What does Altruist Financial Advisers do?
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.
Is Altruist Financial Advisers a public or private company?
Altruist Financial Advisers is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Altruist Financial Advisers founded?
Altruist Financial Advisers was founded in 2001. It employs 1 to 10 people.
Where is Altruist Financial Advisers based?
Altruist Financial Advisers is headquartered in Holland, United States, in the North America region.
How does Altruist Financial Advisers make money?
One revenue line is on record: fee-Only Advisory Services.
Who are Altruist Financial Advisers's main competitors?
Direct peers on record are Personal Capital (Empower Personal Dashboard), Wealthfront and Betterment. Broad incumbents are Vanguard Personal Advisor Services, Edelman Financial Engines and Schwab Intelligent Portfolios. Facet Wealth is listed as an emerging player. XY Planning Network is listed as an others.
Does Altruist Financial Advisers have an API?
No public API is recorded for Altruist Financial Advisers.
What industry is Altruist Financial Advisers in?
Altruist Financial Advisers's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEAAAL, Fee-Only Advisory, with a secondary code of FSAAACAB, Financial Planning–Led RIAs. Its NAICS code is 523940 and its SIC code is 6282.