What Equanimity does

Equanimity Wealth Planning and Investing is a privately-held registered investment advisory firm founded in 2004 by Carrie Waters Schmidt and headquartered in Fitchburg, Wisconsin (relocated from Madison in June 2025 after 21 years). The firm delivers comprehensive, "wholistic" financial planning services under a year-long engagement model that begins with an initial consultation (in-person or 60-minute virtual via Calendly) and proceeds through document gathering, risk-tolerance assessment, plan delivery, and implementation support. Securities and investment advisory services are delivered through a broker-dealer/registered investment adviser arrangement with Osaic Wealth, Inc. (member FINRA/SIPC), previously operating under Lincoln Financial Advisors.

The firm's service portfolio is anchored in financial planning, investment management, retirement and tax planning, and insurance products (disability income, life, long-term care, guaranteed income, and Medicare via a Healthpilot referral). It layers four specialty practices on top of the core offering: ESG/SRI investing with social screens (exclusion of firearms, tobacco, alcohol, gambling, fossil fuels; positive tilts toward clean energy, diversity, human rights), LGBTQ+ financial planning (domestic partner, transgender/non-binary, Social Security optimization), divorce financial planning (CDFA-led asset division, retirement plan rules, Social Security for divorcees), and special needs planning (Special Needs Trusts, 529ABLE accounts, SSI/SSDI coordination, guardianship).

Equanimity monetizes primarily through recurring advisory fees on managed assets and product commissions routed via Osaic Wealth, supplemented by referral fees from insurance and Medicare partners (e.g., Healthpilot). The go-to-market is sales-led and relationship-driven, leveraging content marketing (50+ blog posts, 10 podcast episodes), webinars, community involvement with LGBTQ+, special needs, and women's organizations, and local PR placements (InBusiness 40 Under 40, Brava, Our Lives Magazine). The team is small — founder Carrie Waters Schmidt, Director of Special Needs Planning Terri Buechner, notary Dannea, and an intern — making the practice essentially a founder-led niche RIA.

Name

Equanimity

Legal name

Equanimity Wealth Planning and Investing

Website

https://equanimitywealth.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Equanimity Wealth Planning and Investing is a Wisconsin-based registered investment advisory firm serving individuals with complex financial situations. It specializes in ESG/SRI investing, LGBTQ+ financial planning, divorce planning, and special needs family planning under a year-long engagement model.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

ESG/Sustainable Investment Advisory (FSAEAAAJ)

akta.pro secondary industries

Sustainable/Thematic Investing (Climate, Clean Tech, Water, Biodiversity) (FSAAALAB), Private Client/High-Net-Worth Advisory (FSAEAAAN)

Keywords

• Financial planning services
• Wealth management advisory
• ESG investing solutions
• Retirement planning services
• Estate planning advisory

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: Securities and investment advisory services offered through Osaic Wealth, Inc., member FINRA/SIPC. The firm provides comprehensive financial planning including investment management, retirement planning, tax reduction strategies, and estate planning services.
2. Insurance Products: Insurance products including disability income insurance, individual and joint life insurance, long-term care insurance, guaranteed income/old age protection, and Medicare planning through Healthpilot referral portal.
3. Financial Planning Engagement: Comprehensive financial planning services with a year-long contract engagement. The planning process includes document checklist, risk tolerance questionnaire, and data gathering followed by plan delivery and implementation support.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Equanimity Wealth Planning and Investing is a registered investment advisory firm that delivers comprehensive financial planning, investment management, retirement planning, tax strategies, and estate planning services. The firm specializes in ESG/SRI (Environmental, Social, Governance) investing and serves niche communities including LGBTQ+ individuals, divorcees, families with special needs dependents, and socially conscious investors. Services are delivered through year-long planning engagements supported by an in-person Fitchburg, WI office and virtual consultations.

Product overview

Equanimity Wealth Planning and Investing is a financial planning and wealth management firm offering a unified suite of advisory services centered on comprehensive financial planning. The core offering combines general financial planning with specialized services for underserved communities, anchored by ESG/SRI investing capabilities. The product portfolio includes Financial Planning, Investment Products (ESG/SRI), Insurance Services, and specialty practices for LGBTQ+ Financial Planning, Financial Planning for Divorcees, and Special Needs Financial Planning. The firm employs a 'Wholistic Financial Planning' approach where all client relationships begin with a complete financial plan using a 'No Prescription before Diagnosis' methodology, integrating retirement planning, tax strategies, estate planning, and investment management into personalized recommendations.

Differentiator

Problem solved

Functional benefit

Products and services

• Comprehensive Financial Planning
• Investment Products (ESG/SRI)
• Insurance Services
• LGBTQ+ Financial Planning
• Financial Planning for Divorcees
• Special Needs Financial Planning
• Wholistic Financial Planning
• ESG/SRI Investing

Quantifiable outcome

• Over 20 years in business since 2004
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• The Business ForumcoreOthersProfessional women's organization dedicated to empowering, strengthening, and supporting women through career development. Carrie has been a long-time member, past president, and board member. Osaic granted $1,000 to support this organization for 2 consecutive years. Organization has awarded over $460,000 in scholarships to women.
• YogAutism, Inc.coreOthersNon-profit organization that teaches a 5-step yoga-inspired sequence to help down-regulate nervous systems for individuals with Autism. Carrie joined the board in 2018. Osaic granted $1,000 to support this organization for 2 consecutive years.
• Horn & JohnsenminorStrategic or Co-development PartnerEstate planning attorney firm. Dera Johnsen-Tracy, Partner at Horn & Johnsen, co-presented a webinar on Special Needs Planning Deep Dive covering strategies for leaving funds to special needs individuals.
• Rylan's Hope FoundationminorOthersNon-profit raising funds for families with children with disabilities to cover therapies, equipment, and disability-related expenses. Equanimity donated a gift basket to their annual golf outing raffle.
• Healthpilot (Medicare Quote Portal)minorChannel Partner/ Reseller/ DistributorMedicare quote portal referral partner. Healthpilot.com is free with no obligation to enroll. Osaic FA and Carrie receive a referral fee if clients enroll in a Medicare Plan through Healthpilot.
• Morgan's Caring ConnectionminorOthersNon-profit organization for which Carrie guest-hosted a webinar on March 17, 2026 regarding the 529ABLE account as a low-cost alternative to Special Needs Trusts.
• Voya Financial (Voya Cares)minorOthersVoya Financial's Voya Cares program provides educational resources for special needs families including Special Needs Planning Checklists and Letter of Intent templates shared on Equanimity's resource pages.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Wealthspire Advisors: National RIA with a dedicated ESG/sustainable investing practice serving high-net-worth individuals and families. Comparable to Equanimity in offering values-aligned portfolio construction alongside comprehensive financial planning for affluent clients.
• Halbert Hargrove: Long-tenured boutique wealth management firm known for special needs planning expertise and serving families with disabled dependents. Highly comparable to Equanimity's special needs planning specialty and holistic, multi-generational planning approach.
• Modera Wealth Management: Fee-only RIA providing comprehensive financial planning to households across multiple life stages. Comparable to Equanimity in its holistic planning methodology, fee-only model, and personalized client engagement approach.
• Veris Wealth Partners: Boutique wealth management firm exclusively focused on sustainable and impact investing for high-net-worth individuals and foundations. Direct peer to Equanimity's ESG/SRI specialty, sharing the values-aligned advisory model for mission-driven clients.

Broad incumbents

• Commonwealth Financial Network: Large independent broker-dealer/RIA platform serving affiliated financial advisors across the U.S. Comparable to Equanimity in providing back-office infrastructure, compliance, and product access to affiliated advisory practices.
• LPL Financial: Largest U.S. independent broker-dealer/RIA platform supporting affiliated advisors. Comparable to Osaic Wealth's role for Equanimity as the underlying platform through which the affiliated practice delivers advisory services.
• Carson Wealth: National RIA platform with affiliated advisor firms offering comprehensive financial planning. Comparable in operating model (affiliated practice under a larger platform) and in serving high-net-worth individuals with specialized planning needs.
• Cetera Advisor Networks: Large broker-dealer/RIA platform supporting thousands of independent financial professionals. Operates a similar affiliated-practice model to Equanimity's relationship with Osaic Wealth and is a direct platform-tier peer.

Emerging players

• SAGE Financial: Specialty financial advisory firm focused on serving the LGBTQ+ community and other underserved populations. Directly comparable to Equanimity's LGBTQ+ planning specialty, addressing similar disparities and planning needs.

Others

• Voya Financial Advisors: Large financial services firm with a 'Voya Cares' program providing special needs planning resources and educational content. Ecosystem partner to Equanimity (Equanimity shares Voya Cares resources) and an adjacent enabler in the special needs planning space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=jOJwKsxnR0g
• Facebookfacebook.com/Equanimity-Wealth-Planning-and-Investing-100027321774902
• LinkedInlinkedin.com/company/equanimity-wealth-planning-and-investing

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 Equanimity