Morton

Name

Morton

Legal name

Morton Financial Advice, LLC

Website

https://mortonfinancialadvice.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Morton Financial Advice is a fee-only fiduciary RIA founded by Mike Morton (CFP®, ChFC®, RLP®) that serves established tech and business professionals ages 30-60 with tiered financial planning, investment management, and tax/estate advisory services across Massachusetts, California, and Pennsylvania.

Ownership category

akta.pro rank

Product category

Personal Financial Planning Services

NAICS

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

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

akta.pro secondary industry

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Fee-only financial planning
• Fiduciary advisory services
• Registered investment advisor
• Retirement planning
• Flat-fee financial advice

Headquarters

HQ city

Harvard

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Planning Fees: One-time and recurring financial planning fees based on service tier. Express plan at $2,900 (one-time), Comprehensive at $5,900 (one-time), Full Service starting at $9K/year based on net worth with tiered pricing.
2. Hourly Consulting: Hourly rate of $480/hour for occasional financial advice and quick questions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Morton Financial Advice is a fee-only fiduciary Registered Investment Advisor that delivers flat-fee financial planning to individuals and households. Services are packaged into Express Financial Planning ($2,900), Comprehensive Financial Planning ($5,900), an ongoing Full Service engagement ($9,000+/year), and Hourly Consulting ($480/hour), with implementation supported by the Altruist custodial platform and RightCapital planning software.

Product overview

Morton Financial Advice is a fee-only financial advisory firm offering a tiered suite of financial planning services: Express ($2,900), Comprehensive ($5,900), and Full Service ($9K+/year). The firm also provides free educational content including 'The Juggling Act' financial guide and the 'Five Minute Finance' podcast. Services cover financial planning, tax strategy, investment management, retirement planning, estate planning, and insurance review. The firm integrates with Altruist (accounting) and RightCapital (planning platform) for client account management.

Differentiator

Problem solved

Functional benefit

Products and services

• Express Financial Planning A flat-fee, one-time financial planning engagement priced at $2,900, designed for individuals who need a focused written plan without ongoing advisory services.
• Comprehensive Financial Planning A flat-fee, one-time comprehensive financial planning engagement priced at $5,900, providing a more detailed plan covering investments, taxes, retirement, and other financial areas.
• Full Service Financial Planning An ongoing, annual financial planning and advisory engagement priced at $9,000+ per year, providing continuous fiduciary advice, plan updates, and investment guidance.
• Hourly Consulting Targeted, ad-hoc financial advice billed at $480 per hour for clients who need answers to specific questions rather than a full plan.

Quantifiable outcome

• 5.0 star Google rating based on 29 client reviews
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Three partnerships are on record, tiered core.

• AltruistcoreTechnology or IntegrationAltruist platform used for client account access and centralized accounting. Clients are directed to Altruist for investment account management and financial clarity.
• RightCapitalcoreTechnology or IntegrationRightCapital platform used for client financial planning, including centralized accounting and planning features. Enables increased financial clarity for clients.
• Garrett NetworkcoreStrategic or Co-development PartnerNetwork of fee-only financial advisors through which prospective clients discover MFA. The Garrett Network connects clients with vetted fee-only advisors.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Facet Wealth: Tech-enabled fee-only advisory firm targeting younger professionals with digital-first planning at flat fees. Competes for the same tech/career-mid-stage ICP but with a more scalable, software-led delivery model versus Morton Financial Advice's solo in-person practice.
• Zoe Financial: Online matching platform that connects clients with vetted fee-only advisors; competes for the same prospective client searching for fiduciary, fee-only advice and overlaps with Morton's marketing channels.
• Harness Wealth: Digital advisory platform serving tech employees with concentrated equity compensation — directly overlapping Morton Financial Advice's stock compensation and IPO/liquidity event focus, but with a software-led delivery model.
• Plenty (fee-only RIA platform): Tech-enabled fee-only RIA targeting younger professionals with flat-fee planning; comparable in fee-only, flat-fee model and target demographic, though more digitally scaled than Morton's solo practice.

Direct peers

• Garrett Planning Network: Direct partner network of fee-only advisors; Morton Financial Advice is a member and source of inbound referrals through this network. Comparable as a curated directory of hourly and retainer fee-only advisors serving mass-affluent clients.

Others

• The White Coat Investor: Financial education platform and affiliated advisory serving high-income professionals (originally physicians); comparable content-first, education-led GTM and fee-only philosophy, with a more niche professional ICP than Morton's broader tech/business segment.
• Ramit Sethi / I Will Teach You To Be Rich: Personal finance media brand and affiliated growth-stage advisory business; comparable in content/podcast-driven acquisition of high-earning professionals, though operating at a substantially larger content scale.
• Money Guy's Show / Money Guy Wealth: Fee-only RIA with an enormously popular financial planning podcast targeting mass-affluent professionals; comparable in the content-marketing-led acquisition motion and fee-only, flat-fee advisory model, though at materially larger scale.

Broad incumbents

• XY Planning Network: Network of fee-only financial advisors serving a similar client demographic and fee structure; Morton Financial Advice is associated with the adjacent Garrett Network, both serving as referral and community infrastructure for independent fee-only RIAs targeting Gen X and tech-adjacent clients.
• Creative Planning: Large national fee-only RIA offering comprehensive wealth management; comparable in fiduciary, fee-only, no-commission model and net-worth-tiered pricing, but operates at vastly larger scale than Morton Financial Advice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCZeZbezzSlPQcvr6FLhdpPQ
• Facebookfacebook.com/MortonFA
• LinkedInlinkedin.com/company/mortonfa

Compliance3 records

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 Morton