Firelands Wealth Management

What Firelands Wealth Management does

Firelands Wealth Management (FWM) is an independent Registered Investment Advisor founded in 2015 by Bill Murray and headquartered at 352 Main Street, Huron, Ohio. The firm operates as a fee-only fiduciary providing comprehensive wealth management services to affluent individuals and families in the Huron/Sandusky region and beyond, with offerings spanning investment management, retirement planning, estate planning, tax planning, life insurance, education planning, employer retirement plans, healthcare planning, and business succession planning. FWM differentiates through its integrated single-roof model in which tax preparation is bundled into the advisory fee, ensuring alignment across investment, legal, tax, and insurance recommendations. Approximately 15% of financial advisors operate as fiduciaries, and FWM's RIA status — together with affiliation to Firelands Federal Credit Union — is central to its trust proposition.

The firm is staffed by four core professionals: founder and attorney-at-law Bill Murray (Capital University Law School, former Merrill Lynch and UBS advisor), CERTIFIED FINANCIAL PLANNER™ Jeremy Pifer (joined 2019), Wealth Strategist Phillip McKee (joined 2026, Enrolled Agent candidate), and Client Service Associate Melissa Kromer. The technology stack combines Right Capital's goals-based financial planning software (including a Social Security Optimizer) with custom Python-based tax-planning models built using ChatGPT for Roth conversion scenario analysis, supplemented by Allianz buffered ETFs for defined-outcome portfolio strategies and rules-based investing frameworks. Custody and trade execution are handled through Charles Schwab & Co., Inc.

FWM's revenue is generated primarily through transparent AUM-based advisory fees disclosed in its Form ADV, supplemented by commissions on insurance products (term life, fixed/variable annuities). The go-to-market is advisor-led direct sales through scheduled appointments, a digital risk profile questionnaire, and an "Ask Us Anything" inquiry form, with marketing channels anchored by a quarterly investment newsletter, an active blog, and community leadership roles held by the founder in the Huron Chamber of Commerce and Greater Sandusky Partnership. The firm targets primarily individual and family wealth clients, with a secondary segment of small business owners seeking employer retirement plans.

Name

Firelands Wealth Management

Legal name

Firelands Wealth Management LLC

Website

https://firelandswealth.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Firelands Wealth Management is a Huron, Ohio-based independent Registered Investment Advisor founded in 2015 that delivers fee-only fiduciary wealth management — combining investment, tax, estate, and insurance planning — to affluent individuals, families, and small business owners in Ohio.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

akta.pro secondary industries

Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE), Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ), Tax-Aware Retirement & Estate Coordination (FSAEABAJ)

Keywords

• Wealth management
• Financial planning
• Estate planning
• Retirement planning
• Tax planning

Headquarters

HQ city

Huron

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, Infrastructure

Revenue model

1. Investment Advisory Fees (AUM-based): Fees charged as a transparent percentage of assets under management. The firm is compensated by transparent fees rather than sales commissions, aligning advisor and client interests. Fees are fully disclosed in the firm's Form ADV.
2. Securities Brokerage (through Charles Schwab): Securities are offered through Charles Schwab & Co., Inc., a member of FINRA/SIPC. This is a custodial and execution relationship.
3. Tax Planning and Preparation (included in advisory fee): Tax return preparation and planning is included in the advisory fee, meaning all advisors operate from the same page regarding tax-efficiency.
4. Insurance Products: Life insurance products are offered, including Term Life Insurance, Fixed/Variable Annuities, through licensed insurance agents.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Firelands Wealth Management is an independent Registered Investment Advisor that delivers comprehensive wealth management services — investment management, retirement/financial planning, estate planning, tax planning, life insurance, employer retirement plans, and education planning — through a fee-only fiduciary model for individuals, families, and small business owners in Ohio. Services are coordinated under one transparent advisory fee, with tax preparation bundled in. Securities are custodied and executed through Charles Schwab & Co., Inc.

Product overview

FWM offers a comprehensive suite of wealth management services as a single unified advisory practice. The core offering combines investment management with financial planning, estate planning, tax planning, life insurance, employer plans, and education planning—all delivered through a fee-only fiduciary model. The firm uses goals-based financial planning software (Right Capital) and a Risk Profile Questionnaire to assess client needs. Services are comprehensive and integrated under one transparent fee structure.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement Planning Goals-based retirement and financial planning service using Right Capital software, with regular plan updates as clients' lives and long-term goals evolve. Designed for individuals and families planning for retirement.
• Estate Planning
• Tax Planning
• Life Insurance
• Employer Plans
• Education Planning
• Investment Management

Quantifiable outcome

• Tax preparation included in advisory fee — eliminating the need for clients to coordinate between separate tax preparer and financial advisor
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Charles Schwab & Co., Inc.coreTechnology or IntegrationSecurities are offered through Charles Schwab & Co., Inc., a member of FINRA/SIPC. Schwab provides custodial and execution services for client investment accounts. FWM operates as an affiliate, not as a direct broker-dealer.
• Firelands Federal Credit Union (FFCU)coreStrategic or Co-development PartnerFWM is an affiliate of Firelands Federal Credit Union. FWM's investment advisory services are offered in connection with FFCU, which serves as a referral source for FWM's advisory services. FWM and FFCU share the Firelands brand.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/firelandswealth
• LinkedInlinkedin.com/company/firelands-wealth-management

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Firelands Wealth Management