Reflective Wealth

What Reflective Wealth does

Reflective Wealth Planning (RWP) is a Texas-based registered investment adviser (CRD# 317997) founded by Bryan Huhn, CFP, that delivers flat-fee financial planning and investment management services to U.S. individuals and couples. The firm operates a direct-to-consumer subscription model with three tiers: Wealth Builder at $250/month for clients building toward financial freedom, Wealth Builder Premium at $650/month for highly compensated W2 employees with equity compensation and complex tax situations, and Wealth Management at $1,250/month for clients with at least $1.5 million to invest. Service delivery is structured around three progressive phases (Financial Security, Financial Freedom, Financial Independence) and includes a 4–6 week onboarding process with quarterly reviews thereafter.

The firm uses Right Capital as its primary financial planning software and relies on a Sowell Affinity partnership (with Greg Lai as Co-CIO and Lead Portfolio Manager) to provide institutional-grade investment management. Client assets are custodied at Fidelity and Altruist under qualified third-party custodial arrangements, and the firm holds to a fiduciary standard as a registered investment adviser. Bryan Huhn oversees the Wealth Builder financial planning function, while Alex Hsiao and Greg Lai focus on portfolio management through the Sowell Affinity partnership. The firm's core value proposition is flat-fee pricing (contrasted with traditional percentage-of-AUM advisors), no product sales, and a fiduciary relationship.

The go-to-market is sales-led via direct advisory services, supplemented by content marketing (monthly newsletter, blog, social media). The customer base is bifurcated between HNW individuals ($1.5M+ AUM) and mass-affluent wealth builders who do not meet traditional minimum investment thresholds. The team is intentionally small (three core members), and the firm does not disclose revenue, funding, or client count. Geographic operations are centered in Dallas, Texas (9330 LBJ Freeway, Suite 900), with multi-state exemption-based advisory coverage across additional U.S. states.

Name

Reflective Wealth

Legal name

Reflective Wealth Planning

Website

https://reflectivewealth.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Reflective Wealth Planning is a Texas-based registered investment adviser offering flat-fee subscription financial planning and investment management to HNW individuals ($1.5M+) and wealth-building professionals across the U.S.

Ownership category

akta.pro rank

Product category

Financial Advisory and Wealth Management Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro industry

PRIMARYFSAEAAAN

Private Client/High-Net-Worth Advisory

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Investment Advisory & Financial Planning

SECONDARYFSAAAAAF

Financial Planning & Goals-Based Advice (Mass Affluent)

Financial & Insurance/Asset & Wealth Management/Retail & Mass-Affluent Wealth Management

Keywords

• Flat-fee financial advisory
• Wealth management services
• Financial planning services
• Registered investment adviser
• Subscription wealth management

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Wealth Builder Subscription: Flat monthly subscription service at $250/month for couples and individuals building toward financial freedom. Includes financial planning, cash flow analysis, investment management, and ongoing advisory services.
2. Wealth Builder Premium Subscription: Premium tier at $650/month ($250 + $400) for highly compensated W2 employees with equity compensation and complex tax situations. Includes all Wealth Builder services plus enhanced tax planning.
3. Wealth Management Subscription: Premium subscription at $1,250/month for clients with at least $1.5 million to invest. Includes institutional-grade investment management, tax-efficient income planning, legacy planning, and unlimited white-glove access.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Reflective Wealth provides flat-fee subscription-based financial planning and investment management services to individual clients and couples. The firm offers two service tiers: Wealth Builder ($250/month) for clients building toward financial freedom, and Wealth Management ($1,250/month) for clients with at least $1.5 million to invest. Services include CFP-led financial planning, institutional-grade investment management through Sowell Affinity, tax-efficient strategies, retirement and estate planning, and quarterly reviews with unlimited advisor access.

Product overview

Reflective Wealth offers a flat-fee financial advisory service structured around two primary tiers: Wealth Builder (starting at $250/month) for individuals and couples building toward financial freedom, and Wealth Management ($1,250/month) for clients with $1.5 million or more to invest. Wealth Builder Premium (+$400/month) adds complexity handling for highly compensated employees. The service is organized around three progressive phases—Financial Security, Financial Freedom, and Financial Independence—and includes a structured 4-6 week onboarding process using Right Capital financial planning software, followed by ongoing quarterly reviews. Wealth Management builds on Wealth Builder with institutional-grade investment management, legacy planning, and unlimited advisor access.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management A complete all-inclusive wealth management subscription for clients with at least $1.5 million to invest, priced at $1,250/month. Includes institutional-grade investment management by an experienced team, tax-efficient income and withdrawal sequencing, legacy and multi-generational wealth planning, comprehensive financial planning, and unlimited white-glove access including quarterly reviews.
• Wealth Builder A flat-fee financial planning subscription for couples and individuals building toward financial freedom, priced at $250/month. Includes goals-based financial planning, cash flow and debt strategy, insurance needs analysis, employer benefits review, tax-efficient saving and investing, automated low-cost portfolio management, retirement and college planning, basic estate planning, and quarterly reviews.
• Wealth Builder Premium An enhancement tier added to the Wealth Builder subscription (+$400/month, totaling $650/month) designed for highly compensated W2 employees with equity compensation and complex tax situations. Builds on the standard Wealth Builder service with enhanced tax planning to handle concentrated stock, deferred compensation, and other complex equity-related tax issues.

Quantifiable outcome

• Quarterly review meetings with progress tracking toward financial goals

Named customers2 records

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

Four partnerships are on record, tiered core.

• Sowell Management / Sowell AffinitycoreTechnology or IntegrationStrategic investment management partner providing institutional-grade investment management services. Greg Lai serves as Co-CIO and Lead Portfolio Manager for Sowell Affinity. Sowell is a registered investment adviser (CRD# 127145/SEC# 801-63991) that provides portfolio management for Reflective Wealth's clients.
• Altruist FinancialcoreTechnology or IntegrationThird-party registered investment adviser providing advisory services through Reflective Wealth Planning (RWP). Client assets are custodied through Altruist.
• FidelitycoreTechnology or IntegrationQualified third-party custodian for client assets. Reflective Wealth uses custodial arrangements with Fidelity to manage client assets, avoiding conflicts of interest when advisory firms have custody of client money.
• Right CapitalcoreTechnology or IntegrationFinancial planning software platform used as the primary tool to help clients achieve their financial goals. Clients receive access to the platform during onboarding.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Betterment: Betterment is a leading robo-advisor with an optional human-advisor tier. It competes with Reflective Wealth on the mass-affluent side, offering low-cost digital-first planning that pressures the $250/month subscription pricing.
• Personal Capital / Empower Personal Dashboard: Personal Capital (now part of Empower) combines free digital wealth tools with a paid advisor service for HNW clients (typically $100K+). It competes broadly with Reflective Wealth's Wealth Management tier with a more established brand and tech stack.
• Vanguard Personal Advisor Services: Vanguard Personal Advisor combines automated investing with human advisors at low AUM-based fees for $50K+ clients. It's a broader incumbent offering flat-equivalent pricing pressure that RWP's flat-fee subscription competes against.
• Schwab Intelligent Portfolios Premium: Schwab Intelligent Portfolios Premium pairs an automated portfolio with unlimited CFP access for a flat monthly fee. It is a broad incumbent competing directly with Reflective Wealth's flat-fee subscription model at a much larger scale.

Direct peers

• Facet Wealth: Facet Wealth is a flat-fee, subscription-based digital financial planning and investment management firm. It is the closest direct competitor to Reflective Wealth's $250/month Wealth Builder tier, targeting mass-affluent clients shut out by traditional advisors' minimums, with a virtual CFP model.
• Zoe Financial: Zoe Financial is a curated marketplace connecting clients to vetted, fee-only fiduciary advisors. It serves the same HNW ($1M+) target segment as Reflective Wealth's $1.5M+ tier and competes for the same fiduciary-only positioning.
• Domain Money: Domain Money is a flat-fee financial advisory firm offering subscription-based financial planning for a flat monthly fee (similar tiers). It directly competes with Reflective Wealth's two-tier Wealth Builder / Wealth Management model and the same fee-transparency thesis.
• Harness Wealth: Harness Wealth provides flat-fee financial planning and tax advisory services through a digital subscription platform staffed by CFPs. Directly comparable to Reflective Wealth's flat-fee model and advisor-augmented tech approach.
• Ritholtz Wealth Management: Ritholtz Wealth Management is a flat-fee, fiduciary-only RIA serving HNW clients nationally with a content-driven, founder-led brand model. Comparable to Reflective Wealth in fee structure (flat), fiduciary-only positioning, and use of organic content as primary distribution.

Emerging players

• Ellevest: Ellevest is a digital wealth management and financial planning platform offering flat-fee advisor services alongside automated investing. Comparable as an emerging flat-fee/digital advisor targeting a specific demographic with goals-based planning similar to Reflective Wealth's tiered model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/reflective-wealth

Compliance2 records

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 Reflective Wealth