White Turf Financial

What White Turf Financial does

White Turf Financial is a fee-only, fiduciary financial advisory firm founded in 2018 and headquartered in Minnetonka, Minnesota. The firm is operated as a solo practice by founder Todd Moritz, who functions as the sole client-facing advisor and is described as the client's "personal CFO." The firm delivers financial planning, investment management, and tax preparation services directly to individuals through phone, video, and in-person consultations, with no intermediaries or distributors.

The firm offers five integrated service lines: Ongoing Financial Advice (subscription-based coaching and counseling starting at $750 per period), Active Financial Management (AUM-based investment management with tiered fees from 1.0% on accounts under $500k down to 0.5% on accounts above $10M, with no minimum account balance), Comprehensive Financial Plan preparation ($7,500 standalone or $4,500 when bundled with a recurring plan), Case-by-Case Financial Consultation (project-based engagements starting at $1,500), and Federal/State Tax Return Preparation by a CPA (starting at $3,500 for new clients). The underlying technology stack is minimal; there is no proprietary platform, mobile application, or API. The firm relies on AdvicePay for secure payment processing and on Squarespace for its web presence.

White Turf Financial's go-to-market is sales-led, centered on a free, no-obligation phone consultation that converts prospects into paying engagements. The business model is a hybrid of recurring subscriptions (advice subscriptions and AUM fees), one-time project fees (comprehensive plans, case-by-case consultations, tax preparation), with revenue mechanics entirely dependent on the capacity of a single advisor. Customer segments targeted include business owners and professionals with equity compensation, individuals navigating major life transitions, and high-net-worth individuals with investable assets ranging from $500k to $10M+. The firm operates on a fee-only fiduciary basis with no commissions, kickbacks, or third-party compensation, which the firm positions as its primary differentiator.

Name

White Turf Financial

Legal name

White Turf Financial

Website

https://whiteturffinancial.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

White Turf Financial is a fee-only fiduciary financial advisory firm founded in 2018, delivering financial planning, investment management, and tax preparation services directly to individuals, business owners, and high-net-worth clients through its founder.

Ownership category

akta.pro rank

Headquarters

HQ city

Minnetonka

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. Ongoing Financial Advice/Counseling: Recurring subscription-based financial coaching and counseling service. Includes one hourly call/video per period plus ongoing email/text support for routine questions. Billed monthly, quarterly, semi-annually, or annually.
2. Active Financial Management (AUM): Investment management services billed as a percentage of assets under management (AUM). No minimum account balance to get started. Fees decrease as account size increases, ranging from 1.0% for accounts under $500k to 0.5% for accounts over $10M.
3. Comprehensive Financial Plan Preparation: One-time holistic financial plan preparation and review service. Standalone price of $7,500 or 40% discount when combined with any recurring plan.
4. Case-by-Case Financial Consultation: Project-based financial consultations addressing specific goals, tax optimization, 401k analysis, asset allocation, cash flow analysis, annuity/pension/social security analysis, and retirement planning. Priced starting at $1,500 per project.
5. Tax Return Preparation: Federal and state income tax preparation services by a CPA. Starting at $3,500 for new clients with pricing increasing based on complexity.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

White Turf Financial is a fee-only, fiduciary financial advisory practice that delivers personalized financial planning, investment management, and tax preparation services directly to individuals. The firm operates on a recurring subscription basis for ongoing advice, an assets-under-management fee schedule for investment management, and fixed/project fees for one-time comprehensive plans and tax returns. All engagements are handled one-on-one by founder and lead advisor Todd Moritz.

Product overview

White Turf Financial offers an integrated suite of fee-only financial planning and investment management services delivered as a unified advisory practice. The core offering spans three tiers: Ongoing Financial Advice (counseling, coaching, and analysis with periodic calls and ongoing support), Active Financial Management (investment management with tax optimization and market analysis), and Case-by-Case Financial Consultation (project-based engagements). These are complemented by two add-on services: Comprehensive Financial Plan preparation (a holistic review of the client's entire financial picture, available standalone or bundled at 40% discount with any recurring plan) and Tax Return Preparation (CPA-performed federal and state tax filing services). The firm operates on a fiduciary basis as a fee-only organization with no commissions.

Differentiator

Problem solved

Functional benefit

Products and services

• Ongoing Financial Advice

Quantifiable outcome

• 40% discount on comprehensive financial plan when combined with any recurring plan

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• AdvicePaysupportingOthersAdvicePay is a secure payment platform used by White Turf Financial for collecting payment for services other than AUM management. The platform accepts ACH and credit card payments, providing a compliant and secure payment infrastructure for fee-only financial advisors.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Wealthsimple: Wealthsimple offers fee-only investment management plus holistic financial planning to individuals across Canada and the US. Directly comparable to White Turf's combination of AUM-based investment management and comprehensive financial planning, but at much larger scale and with proprietary digital tools.
• Ellevest: Ellevest is a fee-only digital wealth management and financial planning platform focused on individuals. Comparable to White Turf in providing integrated planning and investment management on a transparent fee basis, though delivered via proprietary tech rather than personal advisor relationships.
• Wealthfront: Wealthfront offers automated AUM-based investment management with financial planning tools built into its platform. Comparable to White Turf's AUM-tiered investment management services, though with no human advisor as the primary interface.
• Betterment: Betterment is one of the largest robo-advisors offering automated investment management plus optional access to CFP-led financial planning. Comparable to White Turf's AUM-tiered investment management and planning offering, but delivered primarily through technology at lower price points.
• Facet Wealth: Facet Wealth is a tech-enabled fee-only financial planning firm offering flat-fee, ongoing advice and investment management to individuals nationwide. Highly comparable to White Turf's fee-only fiduciary planning + investment management model, though more scalable due to multiple advisors and digital delivery.

Broad incumbents

• Carson Wealth: Carson Group is a large RIA support platform serving independent fee-only financial advisors across the US. Comparable to White Turf's fee-only fiduciary advisory model, but operating a national network of advisors versus White Turf's solo-practitioner structure.
• Savant Wealth Management: Savant is a fee-only RIA offering integrated financial planning, investment management, and tax services to individuals and families. Comparable to White Turf's fee-only holistic service model including tax preparation, but with a multi-advisor team and broader institutional capabilities.
• Creative Planning: Creative Planning is one of the largest independent RIAs in the US, providing fee-only wealth management, tax, and estate planning to HNW individuals. Comparable to White Turf's integrated planning + tax + investment management suite, but at vastly greater scale with hundreds of advisors.
• Empower (formerly Personal Capital): Empower is a large hybrid digital wealth manager combining free planning tools with AUM-based advisory services for HNW individuals. Comparable to White Turf's investment management and holistic planning offerings, but at much greater scale, with proprietary technology and a broader suite of services.
• Vanguard Personal Advisor Services: Vanguard Personal Advisor Services is the incumbent hybrid robo-advisory offering from Vanguard, combining automated portfolios with access to CFP advisors for AUM-tiered fees. Comparable to White Turf's AUM-based investment management and planning services, but at the largest possible scale with brand recognition and proprietary Vanguard funds.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

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 White Turf Financial