Tree City Advisors

What Tree City Advisors does

Tree City Advisors, founded in 2015 and headquartered at 1673 W Shoreline Drive, Suite 140, Boise, Idaho, is a fee-only, fiduciary wealth management and financial planning practice serving individual investors and families in the Boise/Treasure Valley market. The firm operates as a doing-business-as entity under Apollon Wealth Management, LLC, the SEC-registered investment adviser (SEC #291902), under the brand 'Tree City Advisors of Apollon.' Its client-facing offering comprises four core services: Financial Planning, Asset Management, Fiduciary Advisory Services, and Financial Education, with revenue generated through two streams — an asset-based money management fee charged as a percentage of assets under management and flat-fee comprehensive financial planning engagements. There is no proprietary technology platform; client account access is delivered via Schwab's external client login portal, and advisor consultations are conducted in person at the Boise office and virtually.

The firm is led by founder and Managing Director Brian Wiley, a 23-year industry veteran who previously founded and sold a full-service financial services firm in California. The advisory bench consists of four wealth management advisors (Brian Wiley, Jeremiah Bates, Alex Lundgren, and Nic Daniels) supported by two administrative/client services staff (Vicki Wiley and Amanda Reynolds) and a digital media manager, placing total headcount within the stated 11–50 range. Jeremiah Bates brings prior licensed banking and private wealth experience from J.P. Morgan Chase, while Alex Lundgren holds the RSSA® and AIF® designations with over 20 years in financial services. Alec Kelso-Capili joined the firm as a Wealth Management Advisor in late 2023 after serving as Digital Media Manager for The Real Money Pros.

Distribution is anchored by The Real Money Pros, a syndicated radio show hosted by Brian Wiley on KBOI for 22 years, supplemented by an active Facebook and Instagram presence and a referral-driven contact pipeline. The firm's stated value proposition centers on fiduciary, conflict-free advice, 100% personalized strategies produced through a discovery process, and free financial education delivered via the radio show and associated podcast. There are no disclosed funding rounds, no acquisitions, and no external private equity or institutional backing; ownership is founder-controlled under the Apollon Wealth Management RIA umbrella.

Name

Tree City Advisors

Legal name

Apollon Wealth Management, LLC

Website

https://treecityadvisors.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Tree City Advisors is a fee-only, fiduciary wealth management and financial planning firm in Boise, Idaho, serving individual investors and families with asset-based money management and flat-fee planning under the Apollon Wealth Management, LLC RIA.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

akta.pro secondary industry

Fee-Based Advisory (FSAEAAAM)

Keywords

• Fiduciary financial planning
• Wealth management advisory
• Asset-based money management
• Fee-only financial advising
• Retirement planning services

Headquarters

HQ city

Boise

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. Asset-Based Money Management: Fee-based model charging a percentage of assets under management (AUM). Each client goes through a discovery process resulting in a personalized investment strategy.
2. Flat-Fee Financial Planning: Comprehensive financial planning services offered at a flat fee rather than asset-based or commission-based pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Tree City Advisors provides fee-only fiduciary financial advisory services to individuals and families, structured around two paid offerings: Asset-Based Money Management (percentage of assets under management with personalized investment strategy built through a discovery process) and Flat-Fee Financial Planning (comprehensive planning charged as a flat fee). All advisors operate under a fiduciary standard with no product sales or commission-based compensation.

Product overview

Tree City Advisors of Apollon is a wealth management and financial advisory firm offering comprehensive financial planning and asset-based money management services. The firm operates as a single unified practice rather than a platform architecture. Core offerings include Financial Planning, Asset Management, Fiduciary Advisory Services, and Financial Education. The firm also produces The Real Money Pros, a syndicated radio show/podcast that provides financial education to the broader community. All services are delivered with a fiduciary commitment and flat-fee or asset-based pricing model.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Planning Comprehensive financial planning service that helps identify client goals related to finances, family, and leisure, with planning tailored to each client's unique objectives. Targeted at individuals and families seeking a structured approach to financial decision-making.
• Asset Management Personalized investment management service in which each client is taken through a discovery process to develop a 100% customized investment strategy. Designed for individuals and families seeking fee-based, fiduciary asset management.
• Fiduciary Advisory Services Fiduciary-based advisory service under which every advisor commits to act in the client's best financial interest without product sales or conflicted advice. Targets individuals and families seeking independent, fee-only guidance.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Apollon Wealth Management, LLCcoreOthersTree City Advisors operates as Apollon Wealth Management, LLC dba Tree City Advisors of Apollon. Apollon Wealth Management is the registered investment adviser with the SEC (SEC #291902). Tree City Advisors is a brand under Apollon's registered advisory platform, providing fiduciary financial planning and wealth management services to clients.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Savant Wealth Management: Mid-market fee-only RIA providing financial planning, investment management, and tax services to individuals and families. Comparable as a fiduciary-focused advisory firm that has grown through advisor recruitment and tuck-in M&A, similar to Tree City's potential trajectory under Apollon.
• Apollon Wealth Management: The SEC-registered parent RIA under which Tree City Advisors operates as a DBA ('Tree City Advisors of Apollon'). Directly comparable as a fee-based wealth management platform offering financial planning, asset management, and retirement services to individuals across multiple offices.
• Buckingham Strategic Wealth: National fee-only fiduciary RIA offering flat-fee financial planning and asset-based wealth management to individuals. Highly comparable business model — fiduciary-only, hybrid flat-fee + AUM pricing, and focus on personalized advice without product sales commissions.
• Highland Capital Associates: Fee-only fiduciary RIA serving individuals with financial planning and discretionary investment management. Comparable mid-size fee-only model with a focus on personalized, conflict-free advice to households — directly analogous to Tree City's stated value proposition.

Broad incumbents

• Edelman Financial Engines: Large independent RIA combining traditional advisor-led planning with automated/digital advice for individuals and retirement plan participants. Comparable fiduciary model serving individual investors with a hybrid human-plus-technology approach that competes for the same mass-affluent segment.
• Carson Group: Large RIA platform and advisor network providing wealth management, financial planning, and business coaching services to individuals. Comparable as a fiduciary-leaning advisory ecosystem that supports affiliated advisor practices, similar in spirit to Tree City's affiliation with Apollon.
• Cambridge Investment Research: Large independent broker-dealer and RIA platform supporting affiliated financial advisors. Comparable as an SEC-registered advisory ecosystem that independent advisors can affiliate with — similar in structure to Tree City's affiliation with Apollon Wealth Management.
• Mariner Wealth Advisors: Large national RIA offering comprehensive financial planning, investment management, tax, and estate services to high-net-worth individuals. Comparable as a fee-based fiduciary wealth manager serving individual investors, but with much broader scale, specialist bench, and geographic footprint.
• Creative Planning: Large fee-only RIA providing financial planning, investment management, and tax services to individuals and families nationwide. Comparable fiduciary-only positioning and holistic planning model, though at significantly greater scale and with proprietary technology investments.

Emerging players

• Facet Wealth: Digital-first fee-only fiduciary RIA offering flat-fee financial planning and asset management primarily virtually. Comparable in fiduciary, fee-only positioning and flat-fee planning offering, but competes via technology and remote delivery rather than local in-person service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/treecityadvisors
• Instagraminstagram.com/treecityadvisors

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Tree City Advisors