Artisan Financial Strategies

What Artisan Financial Strategies does

Artisan Financial Strategies is a privately-held independent financial advisory firm founded around 2010 and headquartered at 1125 Cambridge Square, Suite C, Alpharetta, Georgia. The firm delivers comprehensive financial planning, investment management, and risk management services to high net worth individuals, business owners with $3M+ in annual revenue, highly-compensated executives with $350K+ household income, and a focused niche of high-achieving women leaders across approximately 29 U.S. states. Leadership consists of three named individuals: Founder & CEO Meredith C. Moore (LUTCF, CLTC; 20+ years of experience; brain cancer survivor; WBENC-certified), COO Sandy Jones (joined 2010; BS Civil Engineering, Clemson), and Advisor Partner Adam Tolliver (CFP, ChFC).

The firm's service offering is structured around three pillars: Protection (life, disability, long-term care insurance, and annuities), Planning (advisory across cash flow, tax, retirement, estate, charitable, and business/executive planning), and Portfolios (custom investment management with asset allocation, rebalancing, tax minimization, and behavioral coaching). Its underlying technology stack relies entirely on third-party industry platforms — eMoney for client financial planning access and Wealthscape for investment account access — with no proprietary systems disclosed. The firm operates as an affiliated practice of New York Life Insurance Company, NYLIFE Securities LLC (Member FINRA/SIPC), and Eagle Strategies LLC (Registered Investment Adviser), providing insurance, securities, and RIA services across its licensed states.

Revenue is generated through three streams: tiered assets-under-management fees ranging from 1.25% on accounts up to $500K down to 0.50% on accounts of $5M and above; recurring monthly financial planning fees starting at $350 per month; and commissions on certain insurance and annuity products. Go-to-market is a high-touch, enterprise field sales motion leveraging referrals from CPAs and attorneys, professional networking (WBENC, ERG partnerships), speaking engagements (TEDx, Fortune 500 keynotes), media appearances (Wall Street Journal, InvestmentNews, Kitces Podcast), and an extensive content marketing library targeting specific client personas. The firm positions itself as a "financial quarterback" coordinating across the client's tax, legal, and estate advisors under a comprehensive handcrafted planning model.

Name

Artisan Financial Strategies

Legal name

Artisan Financial Strategies, LLC

Website

https://artisanfsonline.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Artisan Financial Strategies is an independent financial advisory firm in Alpharetta, Georgia, providing comprehensive financial planning, investment management, and risk management services to high net worth executives, business owners, and women leaders across 29+ U.S. states.

Ownership category

akta.pro rank

Product category

Wealth Management Services

NAICS

Portfolio Management and Investment Advice (52394), Trusts, Estates, and Agency Accounts (525920)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Business Owner & Executive Financial Planning (FSAEAAAO)

akta.pro secondary industries

Advisory Portfolio Management (Non-Discretionary) (FSAAABAD), Broker-Dealer Affiliated Wealth Advisory (FSAEABAB)

Keywords

• Wealth management services
• Financial planning advisory
• Investment management services
• Insurance solutions
• Estate planning services

Headquarters

HQ city

Alpharetta, Georgia

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, Others

Revenue model

1. Assets Under Management (AUM) Fees: Fee-based AUM model where clients pay percentage fees on assets under management, ranging from 1.25% for accounts up to $500K down to 0.50% for accounts $5M and above.
2. Financial Planning Fees: Monthly planning fees starting at $350, varying based on advisor and scope of engagement. Comprehensive planning-first approach covering all aspects of financial life.
3. Insurance and Annuity Commissions: Commission-based revenue from certain insurance and annuity products offered as part of comprehensive financial plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Artisan Financial Strategies delivers objective and comprehensive financial advisory services for high-net-worth executives, entrepreneurs, and business owners. The firm provides three core service pillars: Protection (life, disability, long-term care insurance, and annuities), Planning (cash flow, tax, retirement, education, estate and legacy, charitable, and business/executive planning), and Portfolios (custom investment management with asset allocation, rebalancing, tax minimization, and behavioral coaching). Each engagement is handcrafted and supported by a concierge client experience, with the firm acting as a financial quarterback coordinating the client's broader advisory team.

Product overview

Artisan Financial Strategies is a financial advisory firm offering a comprehensive suite of services centered around three core pillars: Protection (insurance and risk management), Planning (holistic financial advisory), and Portfolios (investment management). The firm delivers personalized, handcrafted financial strategies for executives and business owners. Beyond core advisory services, the firm provides a robust library of downloadable tools and resources including business exit planning guides, executive compensation resources, and family financial planning materials. The offering is structured as a unified advisory service supported by tiered pricing based on assets under management, with specialized resources for different client segments.

Differentiator

Problem solved

Functional benefit

Products and services

• Protection Services Risk management and insurance solutions including life insurance, disability insurance, long-term care insurance, and annuities designed to protect clients' families, businesses, and legacies. Offered on a commission-fee basis through New York Life and other independent unaffiliated insurance carriers.
• Financial Planning Services Comprehensive advisory guidance covering cash flow management, risk management, tax planning strategies, income tax strategies, retirement and education planning, estate and legacy planning, special circumstances, charitable giving, and business and executive planning. Delivered through a planning-fee model with monthly fees starting at $350.
• Portfolio Management Services Custom investment solutions including portfolio and strategy selection, asset allocation and location, portfolio rebalancing, tax minimization, risk capacity management, ongoing monitoring, and behavioral coaching. Fees are charged as a percentage of assets under management on a tiered schedule.
• Assets Under Management (AUM) Advisory Fee-based investment management with tiered AUM pricing: 1.25% for accounts up to $500K, 1.0% for $500K-$1M, 0.80% for $1M-$3M, 0.65% for $3M-$5M, and 0.50% for $5M and above. Clients with $1M+ in investable assets receive a dedicated analyst and portfolio manager.
• Speaking Engagements Keynote presentations, TEDx talks, CPE/CLE credit presentations, and customized corporate and ERG presentations on wealth management topics and gender, money and power within domestic relationships.

Quantifiable outcome

• Business exit 20% above initial valuation
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• KitcesminorStrategic or Co-development PartnerMeredith Moore was interviewed on the Kitces Podcast by Michael Kitces, a leading finance podcaster, discussing wealth management topics including couples financial planning and advisory firm growth.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Creative Planning: Large independent RIA offering comprehensive wealth management, tax, estate, and financial planning services to HNW individuals and business owners with tiered AUM-based fees, comparable to AFS's integrated Protection + Planning + Portfolios model.
• Wealth Enhancement Group: Independent wealth management firm serving HNW individuals and business owners with comprehensive financial planning, investment management, and tax services across multiple U.S. regions.
• Edelman Financial Services: Independent RIA providing comprehensive financial planning and wealth management for HNW individuals, with a similar planning-first, fee-based model targeting mass-affluent to HNW households across the U.S.
• Facet Wealth: Modern hybrid RIA providing comprehensive financial planning and investment management to HNW households nationwide via a tech-enabled delivery model, competing for the same executives and business-owner segment.
• Buckingham Strategic Wealth: HNW-focused RIA providing comprehensive fee-only financial planning and evidence-based investment management to high-net-worth households, including executives and business owners, with an emphasis on integrated planning.
• Focus Financial Partners: Partnership platform for independent RIAs serving HNW clients, providing back-office, technology, and M&A support to firms offering comprehensive financial planning, directly comparable to AFS's high-touch HNW advisory model.
• Carson Group: Wealth management platform supporting independent advisors serving HNW clients with comprehensive financial planning, coaching, and business-building resources, including a meaningful women-and-wealth niche focus similar to AFS.
• Mariner Wealth Advisors: HNW-focused wealth management firm offering comprehensive financial planning, investment management, tax, and estate services to high-net-worth individuals, executives, and business owners with a high-touch advisory model.

Broad incumbents

• Bessemer Trust: UHNW wealth management firm offering comprehensive investment, trust, estate, and family office services to high-net-worth and ultra-high-net-worth families, addressing the upper end of AFS's target client base.
• New York Life Wealth Management: Wealth management arm of New York Life, the parent ecosystem through which AFS distributes advisory and insurance products; competes broadly in the HNW advisory space with a wider product portfolio and brand reach than AFS.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@MeredithMoore
• LinkedInlinkedin.com/company/artisan-financial-strategies

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Artisan Financial Strategies