Keeling Financial Strategies

What Keeling Financial Strategies does

Keeling Financial Strategies, Inc. is a boutique, independent financial advisory firm headquartered at 759 Falmouth Road, Suite 2, Mashpee, Massachusetts, founded in 1995 by Matthew H. Keeling, CFP®. The firm serves individuals and families (its primary segment), as well as family-owned businesses and foundations/endowments. It offers a unified suite of advisory services including personal financial planning, investment management, retirement planning (including lifetime income planning), estate planning, tax planning, ESG-aligned investing, and family business planning.

The firm operates a concierge-style, sales-led and community-led go-to-market model: free no-obligation initial consultations, word-of-mouth referrals from long-tenured clients, and a deep content/resource center (newsletter, articles, videos, calculators) covering retirement, investment, estate, tax, insurance, money, and lifestyle topics. All advisory and brokerage infrastructure — back-office, custody (via National Financial Services LLC/Fidelity), regulatory supervision, and a stack of planning and account-access tools (Investor360, eMoney, MoneyGuidePro, RightCapital, WealthScape, AssetMap, AssetMark, among others) — is delivered through its core partnership with Commonwealth Financial Network, a dually registered RIA-broker/dealer overseeing $344 billion in total account assets as of 12/31/2024.

The firm has a team of approximately four people including the President/Senior Advisor, a Financial Advisor (Brooks Bartlett, ChFC®), an Operations Manager, and a Client Service Associate. Revenue is generated via fee-based advisory services provided through Commonwealth, structured as recurring advisory fees on assets under management; specific fee schedules are not publicly disclosed. There is no proprietary technology platform, no external funding, no M&A history, and the firm is independently owned with no parent company. Service is restricted to states in which the advisors are properly registered or licensed.

Name

Keeling Financial Strategies

Legal name

Keeling Financial Strategies, Inc.

Website

https://keelingfinancial.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Keeling Financial Strategies is a boutique, independent financial advisory firm founded in 1995 in Mashpee, Massachusetts, providing personalized financial planning, retirement, investment, estate, tax, and ESG-aligned investing services to individuals, families, family businesses, and foundations via Commonwealth Financial Network.

Ownership category

akta.pro rank

Product category

Personal Financial Planning & Wealth Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Retirement Income Planning & Decumulation Advisory (FSAEABAD), Estate & Legacy Planning Advisory (FSAEAAAG), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

Keywords

• Financial planning services
• Retirement income planning
• Investment management advisory
• Estate planning services
• Wealth management advisory

Headquarters

HQ city

Mashpee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory and Planning Fees: Fee-based financial advisory services provided through partnership with Commonwealth Financial Network. Services include personal financial planning, investment management, retirement planning, estate planning, and insurance planning. The firm is independent and not obligated to recommend proprietary products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Keeling Financial Strategies is an independent boutique Registered Investment Adviser that delivers fee-based personal financial planning, investment management, retirement income planning, estate planning, and tax planning to individuals, families, family businesses, and foundations. Services are offered under a concierge-style model through a partnership with Commonwealth Financial Network, giving the firm access to a broad universe of investments without proprietary product obligations.

Product overview

Keeling Financial Strategies is a boutique independent financial advisory firm offering a unified suite of financial planning services. The core offerings include personal financial planning for individuals and families, family business financial planning, and foundation financial planning. The firm provides investment management through an independent model (not tied to proprietary products) via its partnership with Commonwealth Financial Network, offering access to stocks, bonds, mutual funds, ETFs, alternative investments, and managed accounts. Specialized services include ESG investing (environmental, social, and governance-focused investments), lifetime income planning for retirees, and comprehensive retirement, estate, and tax planning. The firm also offers educational resources through a resource center covering retirement, investment, estate, insurance, tax, money, and lifestyle topics.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Financial Planning
• Family Business Financial Planning

Quantifiable outcome

• Over 30 years serving clients as boutique financial planning firm
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Partnerships

One partnership is on record.

• Commonwealth Financial NetworkcoreTechnology or Integration · 1 January 1979Commonwealth Financial Network is a Registered Investment Adviser-broker/dealer that provides back-office infrastructure, technology platform, custody services, and regulatory supervision. As of December 31, 2024, Commonwealth oversees $344 billion in total account assets. The partnership enables Keeling Financial to offer objective advice with access to robust independent market research, financial planning expertise, and wide universe of investment options including stocks, bonds, mutual funds, ETFs, alternative investments, managed accounts, and retirement plans. Clearing and custody services provided through National Financial Services LLC (Fidelity). Commonwealth has 2:1 advisor-to-staff ratio ensuring prompt, personalized service.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Creative Planning: Large independent RIA offering comprehensive financial planning, investment management, and tax services to individuals and families. Most comparable as a fee-only, independent, planning-centric firm serving similar HNW client needs, though at materially greater scale.
• Moneta Group: Independent, fee-only RIA offering financial planning, investment management, and tax services to HNW individuals, families, and business owners. Comparable for independent ownership, planning-first approach, and similar client segments.
• Mercer Advisors: Independent RIA providing comprehensive wealth management, tax, estate, and retirement planning to HNW individuals and families. Closely comparable business model, fee-only structure, and planning-centric value proposition.
• Edelman Financial Engines: Independent financial advisory firm combining traditional advisor-led planning with digital planning tools for individuals and families. Comparable open-architecture, planning-first model with similar emphasis on objective, fee-based advice.
• Carson Group: Independent wealth management firm serving advisors, business owners, and individuals with financial planning and investment services. Comparable for its independent, planning-focused approach to HNW families and business-owner clients.
• Fisher Investments: Independent investment management firm serving HNW individuals, families, and institutions with portfolio management services. Comparable as an independent, privately-held advisor competing against wirehouse and IBD models for similar retail HNW clients.

Others

• Commonwealth Financial Network: Keeling's broker-dealer partner; not a competitor but the infrastructure provider enabling back-office, technology, custody, and supervisory services. Highly relevant as a comparable go-to-market pattern for independent RIAs seeking scale without captive operations.
• LPL Financial: Largest independent broker-dealer in the U.S., providing custody, technology, and compliance infrastructure to thousands of independent advisors. Analogous to Commonwealth in providing the operating platform Keeling relies upon.

Broad incumbents

• Fidelity Wealth Services: Diversified financial services firm offering Fidelity Wealth Management and Fidelity Strategic Advisors to HNW individuals. Comparable as a large incumbent offering financial planning and investment management to similar retail/HNW segments.
• Charles Schwab Wealth Advisory: Large retail wealth manager offering financial planning and managed-account services to HNW individuals through Schwab Wealth Advisory and Private Client. Represents the incumbent-scale competition for advisory fees and client wallet share.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/keeling-financial-strategies

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 Keeling Financial Strategies