Latona Wealth Partners

What Latona Wealth Partners does

Latona Wealth Partners is a privately held, fee-based wealth management practice based in Seattle, Washington, founded by John G. Roeller, CFP® (CFP designation received in 2013). The firm serves high-net-worth individuals and households with $500,000 or more in investable assets, offering a comprehensive Wealth Management subscription covering financial planning, investment management, retirement income strategies, annual tax planning, estate document review, insurance assessment, and charitable giving strategies. A secondary Basic Planning tier (minimum $2,500 fee, $300/hour follow-ups) provides a lower-friction entry point for clients who want foundational planning without ongoing management.

The firm has a defined practice specialty helping women navigate financial decisions after the loss of a partner through death or divorce. It operates entirely through LPL Financial's broker-dealer and Registered Investment Advisor platform (Member FINRA/SIPC), with no proprietary technology stack; client-facing digital tools are limited to a resource center featuring articles, educational videos, financial calculators, a 200+ entry glossary, and tax planning resources.

Business model and GTM are consultative and referral-driven. The four-person team (founder, administrative assistant, marketing consultant, spouse) conducts free initial consultations, then onboards clients into subscription or pay-as-you-go engagements. Marketing relies on content (resource center, weekly market commentary from LPL Research, Outlook 2026 publication) plus consultation-based lead conversion. The firm is licensed to serve clients in 13 states across AR, AZ, CA, CO, HI, ID, IN, MN, NV, OR, SC, TX, and WA, providing meaningful geographic reach beyond the Seattle headquarters.

Name

Latona Wealth Partners

Legal name

Latona Wealth Partners

Website

https://latonawealth.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Latona Wealth Partners is a Seattle-based, fee-only wealth management practice serving affluent households with $500K+ investable assets, offering subscription-based financial planning, investment management, tax, and estate services through LPL Financial's RIA platform.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industries

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Wealth management services
• Financial planning advisory
• Investment management services
• Retirement planning services
• Fiduciary financial advisory

Headquarters

HQ city

Seattle

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, Others

Revenue model

1. Wealth Management Services: Fee-based comprehensive wealth management for households with $500,000+ investment portfolios. Includes budget/cash flow planning, investment management, retirement strategies, tax planning, estate review, and ongoing consultations.
2. Basic Financial Planning: Foundational financial planning service for clients seeking guidance without ongoing support. Includes beneficiary review. Minimum fee of $2,500 with hourly follow-up consultations at $300/hour.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Latona Wealth Partners is a privately held wealth management firm offering fee-based comprehensive financial planning, investment management, retirement income strategies, tax planning, and estate planning for households with $500,000+ in investment portfolios. It also provides a Basic Planning service for clients seeking one-time financial guidance without ongoing advisory support. Services are delivered through LPL Financial's broker-dealer and Registered Investment Advisor platform.

Product overview

Latona Wealth Partners is a wealth management firm offering two primary service tiers: Wealth Management (comprehensive, fee-based advisory services for clients with portfolios of $500,000+) and Basic Planning (foundational financial planning at a minimum of $2,500). The firm provides integrated services including financial planning, investment management, tax planning, insurance review, and estate planning, supplemented by a comprehensive digital resource library featuring calculators, educational videos, and tax tools. The firm operates through LPL Financial as its registered investment advisor and does not appear to offer a technology platform or SaaS product.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management Comprehensive ongoing wealth management service for households with investment portfolios of $500,000 or more, including financial goals analysis, investment risk assessment, portfolio management, retirement income strategies, annual tax planning, charitable giving strategies, estate document review, insurance assessment, and ongoing consultations.
• Basic Planning Foundational financial planning service for clients seeking guidance without ongoing support or investment management, including beneficiary review, with a minimum fee of $2,500 and follow-up consultations at $300 per hour.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Zoe Financial: Zoe Financial is a digital marketplace that matches consumers with vetted, fiduciary fee-only financial advisors, directly competing for Latona's HNW client acquisition funnel with a tech-enabled matching model.

Broad incumbents

• Personal Capital (Empower): Empower Personal Capital is a hybrid digital + human advisory RIA serving HNW households with $500K+ portfolios, the same client threshold and fiduciary model that Latona targets, but at significantly greater scale and with proprietary technology.
• Creative Planning: Creative Planning is one of the largest independent RIAs in the U.S., offering comprehensive wealth management to HNW households across all 50 states, competing for the same affluent clients with broader service depth and a national footprint.
• Fisher Investments: Fisher Investments is a large independent investment management firm serving HNW and institutional clients, competing for portfolio management relationships in the same affluent segment that Latona targets.
• Edelman Financial Engines: Edelman Financial Engines is a national RIA combining workplace plan advisory with comprehensive wealth management for HNW households, directly overlapping Latona's retirement, investment, tax, and estate service offerings at much greater scale.
• Mariner Wealth Advisors: Mariner Wealth Advisors is a national, fee-only RIA serving HNW and UHNW clients with integrated financial planning, tax, and estate services, directly competing for the same client profile as Latona through a similar fiduciary model.
• Carson Group (Cetera): Carson Group is a large hybrid RIA and broker-dealer platform supporting thousands of financial advisors nationwide, competing for the same HNW clientele with similar wealth management, tax, and estate planning offerings.
• Schwab Wealth Advisory:

Others

• LPL Financial: LPL Financial is the largest independent broker-dealer and RIA platform in the U.S. and serves as Latona's platform, compliance, and custody partner, making it both an enabler and a structural comparable for practices on the LPL ecosystem.

Direct peers

• Facet Wealth: Facet Wealth is a digital-first RIA offering flat-fee financial planning and investment management to mass-affluent and HNW clients nationally, directly competing for the same fiduciary, fee-based customer segment that Latona serves.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/latona-wealth-partners-seattle

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Latona Wealth Partners