Defining Wealth
Defining Wealth Partners LLC is a Franklin, Tennessee-based registered investment adviser offering fee-only financial planning, ongoing advisory, and wealth management to equity-comp recipients, pre-retirees, and business owners, plus a turnkey infrastructure platform for independent financial advisors.
- Company typePrivate
- Founded2021
- HeadquartersFranklin, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Defining Wealth does
Defining Wealth Partners LLC is a Franklin, Tennessee-based registered investment adviser founded circa 2021 by Kyle Kuyat (CFP®, ChFC®, RICP®) and Jake Gardner (CFP®). The firm provides fee-only financial planning and wealth management services to individuals through a "Discover, Design, Deliver" planning process built on industry-standard infrastructure, including RightCapital for financial planning, Wealthbox for CRM, AdvicePay for billing, Altruist or Betterment as custodial platforms, Current Client for client engagement, and Wealth for estate planning. The team includes multiple CFP® professionals and operational staff supporting a small but multi-disciplinary advisory practice.
Defining Wealth serves three primary client segments: professionals with equity compensation (RSU/ISO/ESPP planning), pre-retirees and early retirees (retirement income, Social Security, distribution strategy), and business owners/entrepreneurs (business/personal financial integration, exit and succession planning). The firm offers three tiers: a one-time financial plan at a $4,500 flat fee, ongoing planning starting at $9,000 per year, and full-service wealth management on AUM tiers ranging from 1.00% to 0.60% (negotiable above $10M), with the planning fee waived above $750,000 in AUM. It employs a sales-led GTM with an explore-call qualification step and supports acquisition through content marketing (blog, podcast downloaded in 32+ countries, YouTube, LinkedIn, Facebook, Instagram, email).
The firm has also built a separate "For Advisors Platform" that packages its technology and marketing stack (custodial, planning, CRM, billing, communication, document management, estate planning, Advisor GPS, in-house marketing) into a turnkey offering for independent financial advisors, creating a B2B line distinct from its own advisory book. Revenue is generated from one-time planning fees, recurring annual planning subscriptions, and AUM-based advisory fees, with no disclosed external funding, M&A activity, or revenue figures.
Defining Wealth firmographics
Firmographics- Name
- Defining Wealth
- Legal name
- Defining Wealth Partners LLC
- Website
- https://definingwealth.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Defining Wealth Partners LLC is a Franklin, Tennessee-based registered investment adviser offering fee-only financial planning, ongoing advisory, and wealth management to equity-comp recipients, pre-retirees, and business owners, plus a turnkey infrastructure platform for independent financial advisors.
- Ownership category
- akta.pro rank
Defining Wealth industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)
- akta.pro secondary industries
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)
Keywords
Where Defining Wealth is headquartered
LocationHeadquarters
- HQ city
- Franklin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Defining Wealth business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- One-Time Financial Plan: Flat fee one-time planning service providing a comprehensive financial plan with 30-day access for questions following delivery. Customer implements independently.
- Ongoing Financial Planning: Recurring annual engagement with year-round access to advisor team, Spring and Fall Strategy Meetings, Summer Check-In, and implementation support. Billed monthly, quarterly, or annually for 12-month periods.
- Wealth Management: Full-service comprehensive financial planning plus investment management with AUM-based fees. Includes proactive guidance, regular check-ins, portfolio management, and coordination with CPA/attorney as needed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | One-Time Financial Plan |
| Subscription | Monthly | Ongoing Financial Planning |
| Subscription | Monthly | Wealth Management - AUM Tiers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Defining Wealth product offering
Product offeringCore offering
Defining Wealth is a registered investment adviser that delivers fee-based financial planning and wealth management through three engagement tiers: a One-Time Plan flat-fee service ($4,500) delivered via RightCapital, an Ongoing Planning subscription (starting at $9,000/year) with year-round advisor access and seasonal strategy meetings, and a Wealth Management service combining planning with AUM-based portfolio management at tiered fees from 1.00% to 0.60%. The firm also operates a For Advisors Platform that provides independent advisors with access to its integrated tool stack of custodial, planning, CRM, billing, and collaboration solutions.
Product overview
Defining Wealth offers a three-tier financial planning and wealth management service model: (1) One-Time Plan — a flat-fee ($4,500) DIY-friendly planning package delivered via RightCapital with video walkthrough; (2) Ongoing Planning — a year-round collaborative partnership starting at $9,000 with regular strategy meetings and comprehensive financial coverage; and (3) Wealth Management — full-service AUM-based advisory (1.00%-0.60% tiered fees) combining planning with active portfolio management. The firm also operates a separate For Advisors Platform providing independent financial advisors access to custodial, planning, CRM, billing, and communication tools.
Differentiator
Problem solved
Functional benefit
Products and services
- One-Time Plan DIY-friendly financial planning service delivering a comprehensive snapshot of a client's finances with a step-by-step action plan. Delivered via RightCapital planning software and a Loom video walkthrough, with 30-day post-delivery access to advisors for questions. Flat fee of $4,500, intended for clients who want a plan they can implement independently.
- Ongoing Planning Collaborative long-term financial planning partnership offering year-round advisor access, Spring and Fall Strategy Meetings, and Summer Check-Ins. Comprehensive coverage spans financial goals, cash flow, debt, retirement income, investments, equity compensation, insurance, tax strategy, estate planning, and charitable giving. Pricing starts at $9,000 based on complexity, billed monthly, quarterly, or annually; planning fee is waived if AUM exceeds $750,000.
- Wealth Management Full-service comprehensive financial partnership combining personalized financial plans with ongoing portfolio management and proactive advisory. Covers financial goals, cash flow, debt strategy, retirement income, investments, equity compensation, risk management, tax strategy, estate planning, and charitable giving, with coordination to CPA/attorney as needed. AUM-based fees are tiered from 1.00% ($0-$1.5M) down to 0.60% ($5M-$10M) with negotiable rates above $10M, billed monthly from investment accounts; planning fee is waived above $750,000 AUM.
- For Advisors Platform Infrastructure platform that simplifies operations, manages client relationships, and supports firm growth for independent financial advisors. Provides access to custodial platforms (Altruist, Betterment), planning software (RightCapital), CRM (Wealthbox), billing (AdvicePay), communication tools (Slack, Google Workspace, Current Client), document management (Dropbox), estate planning (Wealth), marketing systems, and Advisor GPS.
Quantifiable outcome
- 3% net average returns higher for investors working with advisors vs. without (Vanguard study referenced)
Companies that use Defining Wealth
Customer profileSegments3 records
Ideal customer profiles4 records
Defining Wealth technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature1 record
Defining Wealth partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and supporting.
- AltruistcoreAltruist is presented as a custodial platform option available to advisors on the firm's platform. It is described as a streamlined, all-in-one custodial platform built for modern advisors.
- BettermentcoreBetterment is presented as a trusted digital-first custodian with tax-smart automated investing capabilities available to advisors on the platform.
- RightCapitalcoreRightCapital is the primary financial planning software used with clients. It is described as intuitive, interactive planning software that helps clients understand their full financial picture.
- AdvicePaycoreAdvicePay is the billing and payment solution used by the firm for fee-based financial advisors. Described as a seamless, compliant billing solution built specifically for fee-based financial advisors.
- WealthboxsupportingWealthbox is the CRM used by the firm for tracking client relationships and follow-ups. Described as a flexible CRM that makes tracking relationships and follow-ups simple.
- Current ClientsupportingCurrent Client is the client engagement platform used by the firm. Described as an elegant client engagement platform that enhances transparency, simplifies communication, and keeps clients informed.
- Google WorkspacesupportingGoogle Workspace provides the firm with email, calendars, file sharing, and team collaboration tools. Described as a secure, professional suite of tools for business operations.
- SlacksupportingSlack is used for internal team communication and collaboration. Described as a channel-based messaging and work platform for team communication and project management.
- DropboxsupportingDropbox is used for organizing and sharing client documents. Described as a reliable, secure solution for organizing and sharing client documents with ease.
- Wealth (estate planning tool)supportingWealth is described as a collaborative estate planning tool that keeps the estate planning process clear and approachable for clients.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Defining Wealth competitors and assessment
Company assessmentDirect peers
- Domain Money: Fee-only financial planning firm offering flat-fee subscription planning with CFP professionals, directly competing with Defining Wealth's tiered planning model for mass-affluent and high-earner clients.
- Facet: Tech-enabled flat-fee financial planning and investment advisory firm with a planning-first, no-AUM-pressure model targeting professionals and pre-retirees — directly overlapping Defining Wealth's positioning and service tiers.
- Zoe Financial: Marketplace and RIA matching fee-only fiduciary financial planners to clients, directly competing for the same mass-affluent persona and providing a similar tier of CFP-driven planning engagement.
- Harness Wealth: Digital platform connecting clients with vetted CFP professionals and tax advisors, with a planning-first subscription model that directly competes with Defining Wealth's Ongoing Planning tier.
- Modern Wealth: Fee-only RIA serving younger high-earners and professionals with holistic planning, including equity compensation — directly overlapping Defining Wealth's primary segments of equity comp recipients and pre-retirees.
- Ritholz Wealth Management: Fee-only RIA with evidence-based investment philosophy and planning-first approach, comparable in target clientele and methodology to Defining Wealth's Wealth Management offering.
Broad incumbents
- Creative Planning: One of the largest independent RIAs in the U.S. with comprehensive fee-only financial planning and wealth management for individuals and business owners, representing the scaled incumbent model Defining Wealth aspires toward.
Emerging players
- Faceless (formerly Facet Wealth-adjacent: NewFacet): Tech-forward RIA serving high-earner professionals with subscription financial planning and tax services, an emerging player targeting the same mass-affluent equity-comp persona as Defining Wealth.
- Ellevest: Digital-first financial planning and investment platform targeting women professionals with planning-led subscription offerings — partially comparable in tech-enabled planning and subscription monetization.
Others
- XY Planning Network: Network and community for fee-only financial advisors serving Gen X and younger clients — an enabling/ecosystem participant that supports the same planning-first RIA model Defining Wealth operates.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Defining Wealth social profiles
Digital presenceDefining Wealth financial estimates
Financial estimateRevenue estimate
Valuation estimate
Defining Wealth leadership team
Management profileNumber of profiles
Profiles9 records
Defining Wealth funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Defining Wealth M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Defining Wealth
What does Defining Wealth do?
Defining Wealth is a registered investment adviser that delivers fee-based financial planning and wealth management through three engagement tiers: a One-Time Plan flat-fee service ($4,500) delivered via RightCapital, an Ongoing Planning subscription (starting at $9,000/year) with year-round advisor access and seasonal strategy meetings, and a Wealth Management service combining planning with AUM-based portfolio management at tiered fees from 1.00% to 0.60%. The firm also operates a For Advisors Platform that provides independent advisors with access to its integrated tool stack of custodial, planning, CRM, billing, and collaboration solutions.
Is Defining Wealth a public or private company?
Defining Wealth is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Defining Wealth founded?
Defining Wealth was founded in 2021. It employs 1 to 10 people.
Where is Defining Wealth based?
Defining Wealth is headquartered in Franklin, United States, in the North America region.
How does Defining Wealth make money?
Three revenue lines are on record. One-Time Financial Plan is the primary driver. The others are ongoing Financial Planning and wealth Management.
Who are Defining Wealth's main competitors?
Direct peers on record are Domain Money, Facet, Zoe Financial, Harness Wealth, Modern Wealth and Ritholz Wealth Management. Creative Planning is listed as a broad incumbent. Emerging players are Faceless (formerly Facet Wealth-adjacent: NewFacet) and Ellevest. XY Planning Network is listed as an others.
Does Defining Wealth have an API?
No public API is recorded for Defining Wealth.
What industry is Defining Wealth in?
Defining Wealth's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEABAA, Registered Investment Advisor (RIA) Wealth Management, with a secondary code of FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent). Its NAICS code is 523940 and its SIC code is 6282.