Reservoir Financial

What Reservoir Financial does

Reservoir Financial LLC is a privately held, independent financial advisory firm headquartered at 205 Storrs Road, Mansfield Center, Connecticut. Founded in 2000 by Liz Charron and now operating under Partner Ralph W. Johnston III following Charron's retirement at the end of 2025, the firm serves individual and family clients across more than 30 U.S. states with personalized, relationship-based financial life planning. Its service mix spans comprehensive financial planning, active investment management, estate planning, insurance analysis (life, long-term care, disability), Social Security optimization, education planning, and retirement income planning, with an explicit sustainable/responsible investing (SRI) overlay for values-aligned investors. The firm also notes a secondary institutional segment covering trusts, endowments, and small-business/corporate accounts, though individuals are the primary segment.

The firm does not build proprietary technology. Its operating stack is composed of third-party platforms: Asset-Map for one-page financial discovery and visualization, Money Guide Pro (MoneyGuide Dash) for goal-based planning and retirement income projections, and client-portal integrations with Axos Advisor Services, Pershing (NetXInvestor), and Charles Schwab. Securities and advisory services are delivered through the firm's affiliation with United Planners Financial Services of America, a FINRA/SIPC member broker-dealer; the three producing advisors (Johnston, Maliniak, Nabong) hold separate state-by-state securities registrations.

Reservoir Financial monetizes through three revenue streams: recurring AUM-based fees on actively managed investment models (stocks, bonds, mutual funds, ETFs, SRI portfolios), professional-services fees for financial planning (with an additional fee applied when AUM is below $500,000), and insurance commissions on life, long-term care, and disability products. Customer acquisition is sales-led and relationship-driven, leaning on community involvement, referrals, and a content marketing engine that includes a 70+ article resource center, a 60+ video library, and the 43-episode 'Money Maps w/ Xerxes' podcast. The firm does not disclose revenue, AUM, client count, or pricing publicly.

Name

Reservoir Financial

Legal name

Reservoir Financial LLC

Website

https://resfinancial.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Reservoir Financial is an independent, Mansfield Center, CT-based financial advisory firm serving individual and family clients across more than 30 U.S. states with personalized financial planning, investment management, retirement income planning, estate planning, and insurance analysis delivered through three advisors affiliated with United Planners.

Ownership category

akta.pro rank

Headquarters

HQ city

Mansfield Center

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. Investment Management Services: Actively managed investment models, stocks, bonds, mutual funds, ETFs, socially responsible investing, annuities, and non-traditional investments offered through the firm's affiliation with United Planners Financial Services of America.
2. Financial Planning: Comprehensive financial planning services including customized financial plans, Social Security analysis, estate planning, insurance analysis, education planning, and retirement income planning. Additional fee may apply for clients with assets under management below $500,000.
3. Insurance Products: Life insurance, long-term care insurance, and disability insurance analysis and placement as part of holistic financial planning.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Reservoir Financial is a private financial advisory firm that delivers personalized financial planning, investment management, and insurance placement services to individuals and families. The firm provides comprehensive financial plans, asset mapping, Social Security analysis, estate planning, retirement income planning, education planning, and access to actively managed investment models (including socially responsible investing) through Investment Advisor Representatives affiliated with United Planners Financial Services of America, a FINRA/SIPC member broker-dealer.

Product overview

Reservoir Financial offers a comprehensive suite of financial planning and advisory services through a unified financial life planning approach. The core offering centers on personalized financial planning services that integrate investment management, estate planning, insurance analysis, and retirement income planning. Key product components include the Asset Map tool (a one-page financial snapshot), Money Guide Dash planning software, and a range of account types (retirement accounts, education accounts, trusts, and corporate accounts). The firm also provides specialized services like Social Security analysis, long-term care insurance, and sustainable/responsible investing. Additional offerings include educational content through the Money Maps Podcast series with 43 episodes, and ongoing advisory services through their affiliation with United Planners Financial Services.

Differentiator

Problem solved

Functional benefit

Products and services

• Comprehensive Financial Planning Comprehensive financial planning services including customized financial plans, asset mapping, Social Security analysis, estate planning, education planning, retirement income planning, and ongoing financial consulting to help individuals and families achieve their financial life goals. Delivered as a personalized "toolkit" that includes a unique Asset Map, customized financial plan, Investment Policy Statement, and a physical "Putting It All Together" binder for each client.
• Investment Management Services Actively managed investment models covering stocks, bonds, mutual funds, ETFs, annuities, and non-traditional investments, including socially responsible/impact investing options, offered through the firm's affiliation with United Planners Financial Services of America. AUM-based recurring fees apply, with an additional fee for accounts below $500,000.
• Life Insurance Life insurance products to provide financial protection for families, including coverage needs assessment and policy recommendations, placed through the firm's affiliation with United Planners Financial Services of America.
• Long-Term Care Insurance Long-term care insurance coverage to help protect clients against the potentially devastating costs of extended care services, including needs assessment and policy placement through United Planners Financial Services of America.
• Disability Insurance Disability income protection insurance to help safeguard clients against loss of earnings due to disability or illness, including needs assessment and policy placement through United Planners Financial Services of America.

Quantifiable outcome

• The firm facilitates weekly economic updates, quarterly market analysis, and annual comprehensive client reviews to monitor and adjust financial plans over time.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• United Planners Financial Services of AmericacoreChannel Partner/ Reseller/ DistributorReservoir Financial operates as Investment Advisory Representatives through United Planners Financial Services of America, a Limited Partnership and member of FINRA/SIPC. This affiliation enables the firm to offer securities and advisory services to clients. Philip Maliniak has been an Investment Advisor Representative with United Planners since 2016.
• Asset-MapcoreTechnology or IntegrationThe firm uses the Asset-Map discovery platform to create a one-page visual picture of each client's complete financial situation — income, investments, real estate, insurance, and debt — as the foundation of the financial planning process.
• Money Guide ProcoreTechnology or IntegrationThe firm uses Money Guide Pro financial planning software (specifically MoneyGuide Dash) for comprehensive financial planning, goal-setting, and retirement income projections for clients.

Scale indicators2 records

Recent moves2 records

Expansion highlights5 records

Emerging players

• Betterment: A leading robo-advisor offering automated financial planning and portfolio management at low fees — represents the digital threat to traditional advisors and a partial substitute for Reservoir's mass-affluent clients.
• Wealthfront: A digital wealth manager offering automated investment management, financial planning, and cash management — competes with Reservoir on price and convenience for younger mass-affluent clients.
• Boldin (formerly NewRetirement): A retirement-focused financial planning platform that combines self-serve software with optional advisor access — competing for the same middle-market retirement planning clients Reservoir serves, and embodying the digital-planning threat to traditional advisory firms.

Direct peers

• Facet Wealth: A flat-fee, virtual financial planning firm that serves mass-affluent clients with CFP-led comprehensive planning — the same human-planning-led, fee-based model Reservoir Financial uses, but scaled nationally via a digital delivery model.

Broad incumbents

• Empower Personal Dashboard (formerly Personal Capital): A hybrid digital-and-human wealth management platform combining free planning tools with paid advisory services — directly competes for Reservoir's mass-affluent and HNW clients with a stronger technology brand.
• Edelman Financial Engines: One of the largest independent RIAs in the U.S., combining automated investment management with human advisors — a scaled incumbent offering the same financial planning + investment management bundle as Reservoir, with much greater geographic reach.
• Mercer Advisors: A national RIA offering comprehensive financial planning, investment management, and estate services to HNW clients — a scaled, multi-advisor comparable of Reservoir's model with roll-up M&A as a growth lever.

Others

• Cambridge Investment Research: A large independent broker-dealer supporting thousands of independent financial advisors with similar back-office and compliance infrastructure to United Planners — comparable go-to-market model for independent RIAs of Reservoir's size.
• Commonwealth Financial Network: An independent broker-dealer and RIA support platform serving independent financial advisors — comparable to United Planners and a structural peer for the type of affiliation Reservoir relies on.
• XY Planning Network: A network and turnkey RIA platform serving fee-only financial advisors serving younger mass-affluent clients — comparable business model (independent CFP-led, flat-fee planning) and a potential ecosystem partner or recruiting pipeline for Reservoir.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ReservoirFinancialLLC
• LinkedInlinkedin.com/company/reservoir-financial-llc

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 Reservoir Financial