Frankly Finances

What Frankly Finances does

Frankly Finances is a fee-only Registered Investment Advisor founded and operated by Frank Matthew Garcia, registered with the SEC (CRD 321270) and the state of Florida, and based in Winter Park, FL. The firm delivers advice-focused financial planning to individual investors on either an hourly basis (starting at $350/hour), via limited-engagement checkups (starting at $2,500), or through annual retainers (starting at $8,000), explicitly avoiding percentage-based asset-under-management fees in favor of transparent flat-fee or hourly billing.

The service offering centers on a four-meeting comprehensive financial planning process covering cash flow, investment strategy, tax optimization, insurance review, and estate review. Two add-on modules extend the addressable market: Family Consulting Services for multi-generational wealth planning targeting households with $25 million or higher in net worth, and Outsourced CIO Services that provide model portfolio development, investment committee support, and white-label content for other registered investment advisors.

Distribution is direct-to-consumer, primarily through a content-led funnel (educational blog, newsletter, LinkedIn presence) that converts via a free introductory financial evaluation call scheduled through SquareSpace. No proprietary technology platform is disclosed; operational tooling is built on standard third-party systems (SquareSpace scheduling, Dropbox client portal, Google Analytics). The firm is privately held, founder-operated, with no disclosed funding rounds, institutional investors, or parent company, and currently operates with 1-10 employees.

Name

Frankly Finances

Legal name

Frankly Finances

Website

https://franklyfinances.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Frankly Finances is a fee-only SEC-registered RIA in Winter Park, FL, founded by Frank Matthew Garcia. It delivers flat-fee and hourly financial planning to individual DIY investors, with add-on family consulting ($25M+ households) and outsourced CIO services for other advisors.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Finance and Insurance (52)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Fee-only financial planning
• Flat-fee advisory services
• Registered investment advisor
• Retirement planning services
• Investment strategy review

Headquarters

HQ city

Winter Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning Services: Hourly financial advice or flat-fee annual retainer model. The firm is fee-only, meaning it receives no additional compensation based on investment recommendations made to clients.
2. Limited Engagement Services: Financial checkup starting at $2,500 and hourly planning starting at $350/hour for specific, one-time advisory needs.
3. Annual Retainer: Starting at $8,000 per year for ongoing financial planning access throughout the year with flexibility to schedule touch-base meetings as circumstances change.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Frankly Finances is a fee-only registered investment advisory firm that delivers hourly financial advice and flat-fee annual retainers, with no asset-under-management percentage fees. Its core offering is a four-meeting comprehensive financial planning process covering cash flow, investment strategy, tax optimization, insurance review, and estate planning, supplemented by Family Consulting for $25M+ net-worth households and B2B Outsourced CIO Services for other financial advisors and RIAs.

Product overview

Honestly Finances is a fee-only, advice-focused financial planning firm offering three pricing models: hourly planning ($350/hour), flat-fee annual retainer (starting at $8,000), and limited engagement services like Financial Checkup (starting at $2,500). The core product is Financial Planning Services, a four-meeting comprehensive planning process covering cash flow, investment strategy, tax optimization, insurance, and estate review. Add-on services include Family Consulting Services for ultra-high-net-worth families ($25M+) and Outsourced CIO Services for financial advisors and RIAs. The firm also provides extensive free educational content through its blog covering investment strategies, taxes, insurance, estate planning, and allocations.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Services Fee-only, advice-focused financial planning delivered through a four-meeting process covering cash flow analysis, investment strategy review, tax optimization, insurance review, and estate plan review for individual investors and households.
• Family Consulting Services Multi-generational wealth planning service for families with $25 million or higher net worth, including family wealth allocation review, due diligence on investment management teams, family wealth plan drafting, and review of complex vehicles such as trusts, partnerships, and gifting strategies.
• Outsourced CIO Services Outsourced investment services for other RIAs and financial advisors including model portfolio development, decision frameworks for ETFs/Direct Indexing/SMAs/alternatives, asset location strategies, rebalancing methodologies, investment committee creation, and second-opinion portfolio analysis.
• Financial Checkup Limited engagement advisory service starting at $2,500 covering investment strategy review, budgeting, estate plan strategy session, insurance review, update and review of financial plan, and 401k allocation review and recommendations.
• Hourly Planning Advisory engagement priced at $350/hour for targeted advice on a specific facet of a client's finances or for limited-scope planning needs.
• Annual Retainer Ongoing annual retainer advisory service starting at $8,000 per year providing continuous planning support with touch-base meetings scheduled as client circumstances change.

Quantifiable outcome

• Fee-only model eliminates conflicts of interest from product commissions
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Schwab Intelligent Portfolios Premium: Incumbent offering from Schwab that pairs automated investing access to CFP-led planning at a flat fee — sets consumer expectations for what 'fee-only planning' should cost across the broader market.
• XY Planning Network: Largest network of fee-only financial advisors serving Generation X and Y clients; not a direct competitor for any one engagement but represents the broader institutionalised fee-only RIA ecosystem Frankly operates within.
• Vanguard Personal Advisor Services: Large incumbent RIA offering hybrid digital+human planning at a lower headline fee scale; relevant competitive backdrop that pressures pricing across the flat-fee advisory category.

Direct peers

• Ellevest: Flat-fee, mission-driven financial advisory for women offering planning plus investment management on subscription tiers; comparable fee-first model and content-led marketing approach.
• Zoe Financial: Flat-fee financial advisor matching platform connecting consumers with vetted advisors; competes directly for the same DIY investor seeking transparent, advice-only financial planning relationships.
• Domain Money: Flat-fee, fiduciary-only financial advisor serving professionals with comprehensive planning for a fixed annual fee — directly competing on transparency and against AUM fees.
• Savvy Wealth: Tech-enabled platform combining modern RIA software with back-office support for independent advisors; overlaps with Frankly's outsourced CIO-adjacent offering and similar flat-fee positioning for firms.
• Facet Wealth: Tech-enabled flat-fee RIA offering comprehensive financial planning on a transparent subscription model, directly competing with Frankly Finances for DIY-leaning mass-affluent clients seeking a no-AUM-fee structure.
• Harness Wealth: Flat-fee financial advisory platform offering personalized planning access for a flat subscription, directly overlapping Frankly's hourly/retainer model and target audience.
• Modern Wealth: Flat-fee RIA serving HNW families and individuals with comprehensive wealth planning, comparable in service mix and fee structure to Frankly Finances.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/franklyfinances
• Xx.com/FranklyFinances

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Frankly Finances