The Coleridge Group

What The Coleridge Group does

The Coleridge Group is a fee-only, flat-fee financial life planning firm registered with the SEC as an investment advisor (Form ADV #108335) and headquartered in Phoenix, Arizona. The firm delivers a single subscription service that integrates financial planning modules—cash flow, college funding, retirement, insurance, tax, estate, and investment management—through a proprietary five-stage "True Wealth Process" (Explore, Engage, Envision, Enlighten, Empower) that explicitly blends mindfulness with financial advice. Pricing is tiered into a Financial Life Planning-only subscription (annual fees of $4,800 for singles and $5,700 for couples) and a combined FLP + Investment Management subscription split at a $2.5M AUM threshold, with annual fees ranging $6,600 to $9,300 and a 3% biennial escalator; project-based limited engagements are also accepted.

The firm's target customer is a specific persona rather than an industry: U.S. households earning above roughly $150,000 (singles) or $200,000 (couples) who practice intentional living and want values-aligned financial planning. Go-to-market is direct-to-consumer and digital, relying on an SEO-optimized blog, organic social channels (Instagram, Facebook, LinkedIn), earned media in financial publications, and a Calendly-driven free 15-minute intro-call funnel that converts inbound traffic into paying subscribers. Service delivery is fully virtual, allowing the firm to serve clients across Arizona, California, and other jurisdictions where exempted, with no asset minimums and no commission-based revenue streams.

Technically, the firm operates with no proprietary technology platform, mobile app, public API, or AI/ML capabilities disclosed; service delivery runs on standard video-conferencing, financial-planning software, and Squarespace-hosted marketing infrastructure. The team is described as two principals—Francisco Ayala (founder, CFA charterholder, CFP® certificant, MBA from Thunderbird School of Global Management, and serving as Chief Compliance Officer) and Gary—making the firm effectively a sole-practitioner-plus-one LLC with affiliations across NAPFA, the Fee Only Network, XY Planning Network, FPA, and Dimensional Fund Advisors. No external funding, M&A, or institutional ownership is disclosed, and no revenue or AUM figures are publicly available.

Name

The Coleridge Group

Legal name

The Coleridge Group, LLC

Website

https://coleridgegroup.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

The Coleridge Group is an SEC-registered, fee-only financial life planning firm in Phoenix that delivers subscription-based, values-aligned planning and investment management to high-income U.S. households via a virtual, two-principal team led by founder Francisco Ayala.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Digital/Robo Financial Planning (FSAEAAAK)

akta.pro secondary industry

Robo-Advisors & Digital Wealth Managers (FSAAAAAD)

Keywords

• Fee-only financial planning
• Financial life planning
• Investment management
• Flat-fee advisory
• Wealth management

Headquarters

HQ city

Phoenix

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. Financial Life Planning Subscription: Annual subscription fees for ongoing financial life planning services. Fees range from $4,800-$9,300 annually depending on service tier (FLP only vs FLP + Investment Management) and household composition (singles vs couples). Fees increase 3% annually, adjusted every two years.
2. Limited Engagements: Project-based or hourly engagements may be accepted on a case-by-case basis for limited scope work. Half of fee due upon engagement, balance at plan delivery.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

The Coleridge Group is a fee-only, flat-fee financial life planning and investment management firm serving high-income individuals and families. The firm applies a values-based, five-stage "True Wealth Process" discovery methodology to align clients' financial decisions with their life goals, and delivers its services on a subscription basis via a virtual/remote model without asset minimums.

Product overview

The Coleridge Group is a fee-only financial life planning firm that offers two primary subscription-based service tiers: Financial Life Planning (FLP) standalone and Financial Life Planning with Investment Management (FLP & IM). The FLP & IM service is further divided into Tier 1 (for clients with assets under management under $2.5M) and Tier 2 (for clients with assets over $2.5M). The firm structures fees as flat annual subscriptions rather than percentage of assets under management, with separate pricing for singles and couples. Core planning services include cash flow planning, retirement planning, tax planning, estate planning, insurance planning, college funding, and investment management. The firm also provides specialized guidance on employer benefits selection and debt management, all delivered through a personalized discovery process focused on aligning financial decisions with client values.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Life Planning (FLP)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Regional players

• Wealthsimple: Wealthsimple is a Canadian digital wealth manager offering robo-advisor, premium, and financial planning services — comparable in business model and target customer but primarily serving Canadian clients rather than US households like TCG's.

Broad incumbents

• Wealthfront: Wealthfront is a leading automated investment service with financial planning tools, competing for the same tech-enabled, fee-conscious investor persona that TCG targets with its subscription model.
• Betterment: Betterment is a scaled robo-advisor with a premium tier offering access to human CFP® advisors, competing with TCG for the same DIY-investor segment but with automated portfolio management at lower price points.
• Empower Personal Dashboard (formerly Personal Capital): Empower combines a free digital wealth-management dashboard with human advisory services, serving high-income retail investors with both technology and personal advisors — a much larger incumbent in the same hybrid digital+human advisory space.
• Schwab Intelligent Portfolios Premium: Schwab's premium tier pairs automated portfolios with unlimited CFP® access, directly competing with TCG's subscription-based planning offering but at potentially lower all-in cost given Schwab's brand and scale.
• Vanguard Personal Advisor Services: Vanguard PAS combines robo-advisor portfolios with human advisor access at a low AUM-based fee, serving the same mass-affluent investor segment with a trusted incumbent brand and scale TCG cannot match.

Direct peers

• Facet Wealth: Facet Wealth is a flat-fee, virtual financial planning firm serving clients nationwide with subscription pricing similar to TCG, often cited as the scaled version of the flat-fee subscription model TCG uses.
• Harness Wealth: Harness Wealth provides flat-fee, virtual financial planning and tax services targeting high-income professionals, overlapping with TCG on subscription-based planning delivered remotely.
• Zoe Financial: Zoe Financial is a flat-fee financial advisor matching platform serving high-income individuals, directly competing for the same DIY-investor-turned-planning-client segment with a curated advisor network.

Emerging players

• Ellevest: Ellevest is a digital wealth management and financial planning platform focused on women, with subscription and AUM-based tiers — a narrower demographic overlap but operating in the same fee-transparent, mission-driven planning niche as TCG.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thecoleridgegroup
• LinkedInlinkedin.com/company/the-coleridge-group
• Instagraminstagram.com/thecoleridgegroup

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 The Coleridge Group