What Reed Financial Services does

White Pine Investment Management LLC is a Michigan-based fiduciary advisory firm founded in 2025 and led by Daniel Peacock, operating from a headquarters at 2112 N. Roberts Rd in Muskegon with satellite offices available by appointment in Grand Rapids and Newaygo. The firm offers a coordinated suite of four core services: Retirement Readiness (planning and Social Security benefits optimization), Investment Management (personalized portfolio construction and ongoing monitoring), Estate Planning Strategies (wills, trusts, and tax-efficient wealth transfer), and Insurance Services (health, income, and life coverage). Its target market is individual retail clients — primarily pre-retirees and retirees, with secondary segments including individual investors, families with estate planning needs, and insurance-seeking individuals — sourced exclusively from within Michigan.

The firm operates on a consultative, direct-sales go-to-market model with prospective clients initiating contact through a 'Schedule a Call' call-to-action on its website (rootedintrust.com), supplemented by content marketing and organic search. Investment advisory services are delivered through a core partnership with Brookstone Capital Management, LLC (BCM), a registered investment advisor; the two firms are explicitly independent. Insurance products are distributed separately through individually licensed and appointed agents, not through BCM. The firm has no proprietary technology platform, no mobile application, no API, and no publicly disclosed pricing — fees are described as customized to individual client situations, with billing on an annual cadence.

The firm's competitive positioning rests on its fiduciary duty, risk-appropriate investing philosophy, and the multi-product 'one-stop' advisory model. There is no evidence of proprietary technology, data assets, AI/ML capability, app distribution, or scale advantages; the firm's competitive moat is limited to the switching costs inherent in long-term personalized advisory relationships and intangible trust-based brand positioning. Geographic scope is strictly regional (Michigan), with no disclosed digital distribution, no institutional backing, and no public funding events.

Name

Reed Financial Services

Legal name

White Pine Investment Management LLC

Website

https://reedfinsvcs.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

White Pine Investment Management LLC is a Michigan-based fiduciary advisory firm offering retirement, investment management, estate planning, and insurance services to individuals and pre-retirees, operating via a partnership with Brookstone Capital Management from offices in Muskegon, Grand Rapids, and Newaygo.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Trusts, Estates, and Agency Accounts (52592)

SIC

Investment Advice (6282)

akta.pro primary industry

Estate & Legacy Planning Advisory (FSAEAAAG)

Keywords

• Retirement planning
• Investment management
• Estate planning
• Fiduciary advisory
• Insurance services

Headquarters

HQ city

Muskegon

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Investment Advisory Fees: The firm generates revenue through investment advisory services offered in partnership with Brookstone Capital Management, LLC (BCM), a registered investment advisor. As a Registered Investment Advisor and Investment Advisor Representative, the firm acts as a fiduciary for all investment management clients, providing personalized investment strategies and financial planning services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Reed Financial Services is a fiduciary advisory firm that delivers personalized retirement planning, investment management, estate planning, and insurance services to individuals and families. Investment advisory services are offered through a partnership with Brookstone Capital Management, LLC (BCM), a registered investment advisor, while insurance products are sold independently through individually licensed agents. The firm targets pre-retirees, retirees, and individual investors seeking a coordinated, risk-appropriate approach to building financial security.

Product overview

White Pine Investment Management is a fiduciary advisory firm offering a coordinated suite of four core financial services: Retirement Readiness (planning and Social Security optimization), Investment Management (portfolio building and monitoring), Estate Planning Strategies (wills, trusts, and tax-efficient wealth preservation), and Insurance Services. The firm operates as a unified advisory practice where these services work together to help clients achieve secure retirements through personalized, risk-appropriate investing strategies.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement Readiness Comprehensive retirement planning service that helps clients maximize savings, minimize risks, and establish reliable income streams for retirement, with support for Social Security benefits optimization. Designed for individuals at any stage of retirement planning, from those just beginning to plan to those approaching or already in retirement.
• Investment Management Portfolio building and management service that analyzes a client's financial situation and risk tolerance to create a personalized, diversified strategy aligned with long-term objectives. Includes proactive ongoing monitoring and adjustments in response to market conditions and evolving client needs. Investment advisory services are offered through Brookstone Capital Management, LLC (BCM).
• Estate Planning Strategies Service that assists clients in planning for the future of their assets and loved ones by creating a comprehensive plan integrating wills, trusts, and other essential documents. Implements tax-efficient strategies and available tools to preserve wealth and minimize estate taxes for the benefit of beneficiaries.
• Insurance Services Comprehensive insurance services providing tailored coverage for protecting health, income, and loved ones, offering peace of mind through appropriate protection aligned with individual needs. Insurance products and services are offered and sold independently through individually licensed and appointed agents, not through BCM.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Brookstone Capital Management, LLC (BCM)coreStrategic or Co-development PartnerInvestment advisory services are offered through Brookstone Capital Management, LLC (BCM), a registered investment advisor. BCM and White Pine Investment Management are independent of each other. BCM provides the investment advisory platform while White Pine Investment Management serves as the advisor representative delivering personalized financial planning services to clients.

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• Cetera Financial Group: Independent broker-dealer and RIA platform supporting independent financial advisors across the country. Comparable as an alternative platform to BCM for independent advisors running similar fiduciary advisory practices.
• Commonwealth Financial Network: Independent broker-dealer and RIA platform serving independent advisors offering retirement, investment, and estate planning. Comparable in platform model and advisor profile to White Pine's structure.
• Edward Jones: Large national financial advisory firm with a heavy branch-based, face-to-face advisory model focused on individual investors and retirement planning. Highly comparable to White Pine's consultative, relationship-led retail advisory approach, but at vastly greater scale.
• LPL Financial: Largest independent broker-dealer and RIA platform in the U.S., hosting thousands of independent advisors who operate their own advisory practices. Comparable to White Pine's structure of an independent advisor operating on a third-party RIA platform (BCM).
• Northwestern Mutual: Large financial services firm offering investment advisory, retirement planning, and insurance products to individuals via a local advisor network. Comparable in product mix (retirement + insurance + investment) and relationship-led local model.
• Fisher Investments: Large independent RIA primarily focused on discretionary investment management for individuals and institutions. Comparable at the investment management service layer, though at much larger scale and with a different distribution model.
• Cambridge Investment Research: Independent broker-dealer supporting independent financial advisors offering retirement and investment planning. Comparable as an alternative hosting platform to BCM.

Direct peers

• Mariner Wealth Advisors: Independent RIA offering comprehensive financial planning including retirement, investment, estate, and insurance services to individuals and families. Closely mirrors White Pine's fiduciary, multi-service advisory model.
• Waddell & Reed Financial Advisors: Financial advisory firm providing investment, retirement, and financial planning services to individual investors. Comparable in target segment and service mix.
• Benjamin F. Edwards & Co. Regional wealth management firm providing investment advisory, retirement, and estate planning to individuals. Comparable as a multi-service, regional, relationship-driven fiduciary advisory firm.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks4 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/moderna-muse

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 Reed Financial Services