Gunder Wealth Management, LLC

Name

Gunder Wealth Management, LLC

Legal name

Gunder Wealth Management, LLC

Website

https://gunderwealth.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Gunder Wealth Management is a fee-only, SEC-registered investment advisory firm based in metro Detroit that provides comprehensive financial planning and investment management to individuals and families nationally via virtual delivery.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Fee-only financial planning
• Investment management services
• Wealth management advisory
• Fiduciary financial advice
• Retirement planning services

Headquarters

HQ city

Birmingham

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. Assets Under Management (AUM) Fees: Ongoing financial planning and investment management services billed quarterly in advance based on assets under management, ranging from 0.90% to 0.50% depending on portfolio size. For clients with under $750,000 under management, a flat quarterly fee of $1,875 is offered instead of percentage-based pricing.
2. One-Time Financial Planning: Standalone financial planning engagements for clients seeking guidance without ongoing investment management. Planning fees typically range from $5,000 to $9,000 depending on complexity, with half due upfront and half at plan delivery. A portion of the planning fee may be applied toward future services if an ongoing relationship is established.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Gunder Wealth Management is a fee-only registered investment advisor that delivers ongoing comprehensive financial planning and investment management services to individuals and families. The firm also offers standalone one-time financial planning engagements for those not seeking ongoing investment management. Services cover net worth analysis, goal setting, cash flow and debt management, retirement income planning, tax strategies, risk management, estate planning, and asset allocation with ESG preferences.

Product overview

Gunder Wealth Management is a fee-only financial planning firm that offers a unified service combining financial planning and investment management. The core offering consists of Ongoing Financial Planning & Investment Management, which integrates proactive financial planning, investment management, guidance, and coordination as a single advisory relationship. A standalone One-Time Financial Plan is available as an alternative for clients not seeking ongoing investment management. Financial Planning services cover net worth analysis, goal setting, cash flow management, debt management, employer benefits, college funding, retirement income, elder care, tax strategies, risk management, and estate planning. Investment Management encompasses asset allocation, investment policy statements, tax efficiency, ESG investing options, and low-cost portfolio construction. The firm is compensation-only with no commissions, no proprietary products, and no investment minimums.

Differentiator

Problem solved

Functional benefit

Products and services

• Ongoing Financial Planning & Investment Management Comprehensive ongoing advisory service that combines proactive financial planning, investment management, ongoing guidance and coordination, and regular meetings for individuals and families. Covers net worth analysis, goal setting, cash flow and debt management, employer benefit review, college funding, retirement income, elder care, tax strategies, risk management, and estate planning, alongside asset allocation, tax-efficient portfolio construction, and ESG investment options.
• One-Time Financial Plan Standalone financial planning engagement for clients who want a clear plan and actionable next steps without ongoing investment management. Helps clients organize priorities, evaluate opportunities, and create a written plan; planning fees typically range from $5,000 to $9,000 with half due upfront and half at plan delivery, and a portion may be applied toward future ongoing services.

Quantifiable outcome

• Fee reduction through AUM-based pricing (0.90%-0.50%) compared to industry averages
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor.

• CFA InstituteminorOthersProfessional membership affiliation with CFA Institute (CFA Society of Detroit). Ashlee deSteiger is a CFA charterholder and board member of CFA Society of Detroit.
• CFP BoardminorOthersProfessional membership affiliation with CFP Board. Both Ashlee and Joe deSteiger hold CFP professional certifications.
• NAPFA (National Association of Personal Financial Advisors)minorOthersMember of NAPFA, a leading organization for fee-only financial advisors, indicating commitment to fiduciary standards.
• XY Planning NetworkminorOthersMember of XY Planning Network, a community of fee-only financial advisors serving Generation X and Millennials.
• Fee Only NetworkminorOthersMember of Fee Only Network, a directory and network for fee-only financial advisors.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Others

• Boldin (formerly NewRetirement): Financial planning software/technology provider used by advisors and consumers for retirement planning. Adjacent ecosystem player — uses similar planning tooling (RightCapital-style) referenced by Gunder and serves a comparable DIY/advised planning audience.

Direct peers

• Facet Wealth: Tech-enabled, fee-only RIA serving mass-affluent and HNW clients nationally with virtual delivery and tiered flat-fee pricing. Closely comparable in fee-only structure, no/minimal investment minimums, and virtual-first distribution model.
• Empower (formerly Personal Capital): Hybrid digital/human RIA combining wealth management with planning tools, serving HNW individuals nationally. Comparable in fee-based advisory, virtual delivery, and integration of financial planning with investment management.
• XY Planning Network: Network of fee-only financial advisors serving Gen X and Millennials — Gunder is a member. Network peers share the fee-only, no-minimum, virtual-friendly model that defines this cohort of small RIAs.

Broad incumbents

• Fidelity Wealth Services: Fidelity's HNW wealth management and planning offering. Comparable advisory and planning service mix; broader product portfolio and deeper institutional resources.
• Edelman Financial Engines: Large independent RIA combining planning, investment management, and retirement plan services. Comparable holistic planning + investment management model, with substantially larger AUM and geographic footprint.
• Vanguard Personal Advisor Services: Incumbent wealth advisory offering hybrid robo+advisor service with low AUM-based fees. Comparable target market (mass-affluent to HNW) and overlapping financial planning capabilities, but at significantly larger scale and lower price points.
• Charles Schwab Intelligent Advisory: Schwab's fee-based advisory service combining automated portfolio management with CFP access. Comparable investment management and financial planning offering for mass-affluent investors, but as part of a large custodian/brokerage.
• Creative Planning: Large independent, fee-only RIA serving HNW and UHNW clients with comprehensive planning and investment management. Comparable fee-only model and holistic service offering, but at far greater scale and geographic reach.

Emerging players

• Betterment Premium: Digital-first wealth manager with optional CFP access for higher-tier clients. Comparable in targeting younger, mass-affluent clients seeking fee-only advice at lower AUM levels, with stronger technology and lower price points.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/gunderwealth
• LinkedInlinkedin.com/company/gunder-wealth-management-llc
• Instagraminstagram.com/gunderwealth

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Gunder Wealth Management, LLC