Plan B Investments

Investment Advisory Servicesplanbii.com

Plan B Investments is a privately-held, Carmel Valley-based Registered Investment Advisor providing fiduciary financial planning, retirement, estate, and insurance advisory services to individuals, families, and business owners across California and nationwide via virtual consultations.

Company typePrivate
Founded2004
HeadquartersCarmel Valley, United States
Headcount1–10
GTM typeB2C
OfferingServices

What Plan B Investments does

Plan B Investments, Inc. is a privately-held Registered Investment Advisor (RIA) and broker-dealer founded in 2004 and headquartered in Carmel Valley, California. The firm provides fiduciary-based financial planning, retirement planning, life insurance planning, real estate IRA planning, estate planning coordination, and identity theft protection services. It operates as a small boutique practice with three to four staff, centered on founder Martin P. O'Malley Jr. (President and Chief Compliance Officer) and supplemented since 2021 by his daughter Laura (associate) and son-in-law Justin Smith (licensed investment advisor representative). The firm is a member of FINRA and SIPC and operates under a fiduciary standard.

The business model is built on recurring fee-based advisory engagements (structured around assets under management or service packages, with pricing not publicly disclosed), targeting individuals and families seeking long-term planning partnerships. Customer segments include working-age individuals building wealth, pre-retirees and retirees managing income and withdrawal strategies, and business owners seeking integrated succession and estate planning. Service delivery is relationship-driven, with clients acquired primarily through referrals, content marketing via the firm's blog, and educational workshops. Virtual consultations extend service reach across California and nationwide, although the firm maintains a single physical location.

The technology posture is conservative: the firm operates using standard industry tools for financial planning, portfolio management, and client communication, with no proprietary platform disclosed. External integrations are limited to the Plans Well retirement calculator and collaborative referral relationships with estate attorneys, tax advisors, and self-directed IRA custodians. The firm's differentiation rests on its fiduciary posture, longevity (20+ years), and personal advisor relationships rather than technology assets, with concentration of client relationships and revenue generation in the founding principal.

Plan B Investments firmographics

Firmographics

Name: Plan B Investments
Legal name: Plan B Investments, Inc.
Website: https://planbii.com
Company type: Private
Founded year: 2004
Operating status: Operating
Headcount range: 1–10 employees
Short description: Plan B Investments is a privately-held, Carmel Valley-based Registered Investment Advisor providing fiduciary financial planning, retirement, estate, and insurance advisory services to individuals, families, and business owners across California and nationwide via virtual consultations.
Ownership category
akta.pro rank

Plan B Investments industry classification

Industry

Product category: Investment Advisory Services
NAICS: Portfolio Management and Investment Advice (523940)
SIC: Investment Advice (6282)
akta.pro primary industry: Comprehensive Financial Planning (FSAEAAAA)
akta.pro secondary industries: Retirement & Pension Planning (401(k)/IRA) (FSAEAAAD), Estate & Legacy Planning Advisory (FSAEAAAG), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

Keywords

Investment advisory services
Financial planning
Retirement planning
Estate planning
Wealth management

Where Plan B Investments is headquartered

Location

Headquarters

HQ city: Carmel Valley
HQ country: United States
HQ region: North America

Offices1 record

Markets served

Plan B Investments business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel

Revenue model

Investment Advisory Services: As a Registered Investment Advisor (RIA), the firm charges fees for investment advisory services. They operate under a fiduciary standard and are required to act in clients' best interests. The firm also offers financial planning services, estate planning support, retirement planning, and insurance planning guidance.

Pricing tiers

Model	Billing	Price
Other	Multi-year contract	Advisory services with flexible engagement levels

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Plan B Investments product offering

Product offering

Core offering

Plan B Investments is a Registered Investment Advisor providing fiduciary-based investment advisory and financial planning services to individuals, families, and business owners. Core offerings include retirement planning, comprehensive financial planning, life insurance planning, real estate IRA planning, estate planning coordination, and identity theft protection, delivered through flexible engagement models ranging from one-time consultations to long-term ongoing advisory partnerships.

Product overview

Plan B Investments is a financial advisory firm offering a unified suite of financial planning services centered around retirement and wealth management. The core offerings include Retirement Planning Services and Financial Planning, supplemented by specialized add-on modules for Life Insurance Planning, Real Estate IRA Planning, Estate Planning, and Identity Theft Protection. The firm operates as a fee-only registered investment advisor providing fiduciary-based guidance to individuals, families, and business owners, primarily serving clients virtually across California and nationally from their Carmel Valley headquarters.

Differentiator

Problem solved

Functional benefit

Products and services

Retirement Planning Services Comprehensive retirement planning including IRA and Roth IRA setup, investment strategy development, income planning, and tax-efficient withdrawal strategies tailored to individual timelines and lifestyles. Targeted at individuals and families preparing for or already in retirement.
Financial Planning

Companies that use Plan B Investments

Customer profile

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Plan B Investments technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Plan B Investments partnerships and signals

Strategic signal

Partnerships

Two partnerships are on record, tiered core.

Estate Attorneys (Collaborative Network)coreImplementation/ SI/ Consulting PartnerThe firm works closely with estate attorneys and legal representatives to ensure financial plans support estate strategies. They do not draft wills or trusts but coordinate to align financial plans with legal documents.
Tax Advisors (Collaborative Network)coreImplementation/ SI/ Consulting PartnerCoordinate with tax advisors to ensure integrated strategy. Estate planning and tax planning are closely linked services.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Plan B Investments competitors and assessment

Company assessment

Broad incumbents

Commonwealth Financial Network: Independent broker-dealer and RIA supporting thousands of financial advisors with planning, investment, and insurance solutions. Comparable independent advisory channel offering.
Carson Group: Large RIA and coaching community supporting independent financial advisors with wealth management, investment, and planning services. Comparable in offering breadth but materially larger and infrastructure-heavy.
Cetera Financial Group: Network of independent financial advisors providing investment, retirement, and estate planning services. Comparable advisor-client relationship model through independent channel.
Focus Financial Partners: Leading RIA aggregator partnering with independent wealth management firms. Relevant as a potential strategic partner/acquirer for boutique RIAs like Plan B.
Edelman Financial Engines: One of the largest independent RIAs, providing fee-only financial planning, investment management, and retirement plan services. Comparable fiduciary model at vastly greater scale.

Direct peers

Buckingham Strategic Wealth: Fee-only RIA focused on evidence-based financial planning, retirement, and estate planning for individuals and families. Closely aligned fiduciary-first boutique RIA model.
Mariner Wealth Advisors: Independent RIA providing comprehensive wealth advisory including investment management, estate planning, tax, and retirement planning. Same fiduciary RIA model with broader service breadth.
Creative Planning: Large independent RIA offering comprehensive fiduciary financial planning, retirement, estate, and tax planning to individuals and families. Highly comparable business model to Plan B but at much greater scale.

Emerging players

Wealthfront: Leading robo-advisor offering automated portfolio management and financial planning at low fees. Direct competitor for next-generation clients who may inherit Plan B's relationships.
Schwab Intelligent Portfolios: Schwab's automated digital advisory service competing on price and convenience. Threatens traditional advisory fees for younger and price-sensitive client segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Plan B Investments compliance and trust

Trust signal

Compliance5 records

Plan B Investments financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Plan B Investments leadership team

Management profile

Number of profiles

Profiles3 records

Plan B Investments funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Plan B Investments M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Plan B Investments

What does Plan B Investments do?

Is Plan B Investments a public or private company?

Plan B Investments is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Plan B Investments founded?

Plan B Investments was founded in 2004. It employs 1 to 10 people.

Where is Plan B Investments based?

Plan B Investments is headquartered in Carmel Valley, United States, in the North America region.

How does Plan B Investments make money?

One revenue line is on record: investment Advisory Services.

Who are Plan B Investments's main competitors?

Broad incumbents on record are Commonwealth Financial Network, Carson Group, Cetera Financial Group, Focus Financial Partners and Edelman Financial Engines. Direct peers are Buckingham Strategic Wealth, Mariner Wealth Advisors and Creative Planning. Emerging players are Wealthfront and Schwab Intelligent Portfolios.

Does Plan B Investments have an API?

No public API is recorded for Plan B Investments.

What industry is Plan B Investments in?

Plan B Investments's product category is Investment Advisory Services. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning, with a secondary code of FSAEAAAD, Retirement & Pension Planning (401(k)/IRA). Its NAICS code is 523940 and its SIC code is 6282.