What Rora Wealth does

Rora Wealth, Inc. is a privately held, fee-only fiduciary registered investment adviser headquartered in Atlanta, Georgia, founded by Samuel Deane. The firm provides financial planning, investment management, tax planning and preparation, equity compensation advisory, and estate planning services, organized around a proprietary four-stage methodology called the Wealth Journey System™ (meet and greet, deep discovery, strategy and design, ongoing implementation with quarterly reviews). The firm does not operate a proprietary technology platform; client assets are custodied at third parties (Charles Schwab and Altruist), and the core product is the advisory relationship itself rather than software.

Rora targets a narrow vertical: high-income millennial tech professionals and startup founders or business owners facing complex equity compensation decisions, including RSUs, stock options, IPOs, and acquisition events. The firm markets itself against both traditional wealth managers and robo-advisors, emphasizing "therapy-like" behavioral coaching, tax-loss harvesting, equity comp expertise, and holistic life planning as its functional differentiators. Pricing is delivered through three annual retainer tiers — Tier 1 at $7,500, Tier 2 at $10,200, and Tier 3 at $18,000 — with an optional 1% fee for hands-on investment management on top of the base advisory fee.

Distribution is entirely direct-to-client, beginning with a free introductory consultation ("Meet and Greet") and proceeding to a paid discovery engagement. Rora is registered as an investment adviser in Georgia, California, and New York (with exemptions in additional jurisdictions), enabling it to serve clients nationally from its Atlanta base despite no disclosed branch network. The firm is bootstrapped and founder-owned, with Samuel Deane as the sole named principal, and generates all revenue from client advisory fees with no commissions or third-party referral income.

Name

Rora Wealth

Legal name

Rora Wealth, Inc.

Website

https://deanewealth.com

Company type

Private

Operating status

Operating

Short description

Rora Wealth is a fee-only fiduciary financial advisory firm in Atlanta that provides financial planning, tax, equity compensation, and investment management services to startup founders and millennial tech professionals through tiered annual retainers under its proprietary Wealth Journey System™.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industries

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA), Investment Management Advisory (RIA) (FSAEAAAB)

Keywords

• Financial advisory services
• Equity compensation planning
• Wealth management
• Tax planning services
• Fiduciary investment advice

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Advisory Fees: Rora Wealth is a fee-only, fiduciary registered investment adviser that charges annual advisory fees based on service tier. All revenue comes from client fees; they do not earn commissions on product sales or receive referral fees from third parties. This aligns their interests with clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Rora Wealth is a fee-only fiduciary registered investment adviser that delivers comprehensive financial planning, equity compensation advisory (RSUs, stock options, IPO planning), tax planning and preparation, investment management, and estate planning services. The firm operates through a proprietary Wealth Journey System™ methodology delivered across three subscription tiers priced at $7,500, $10,200, and $18,000 per year, serving individual tech professionals and startup founders nationally from its Atlanta base.

Product overview

Rora Wealth is a fee-only, fiduciary financial advisory firm that operates as a single integrated service offering rather than a software platform with modules. The core offering is the proprietary Wealth Journey System™, a human-driven financial planning methodology delivered through three service tiers (Tier 1 at $7,500/year, Tier 2 at $10,200/year, and Tier 3 at $18,000/year). All tiers include comprehensive financial planning with integrated tax strategies, while higher tiers add equity compensation expertise, tax preparation, and more complex planning for business owners. The firm also provides specialized services including investment management, estate planning reviews, and guidance on IPOs and liquidity events. Services are not sold as separate products but as an ongoing advisory relationship focused on holistic financial planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Tier 1 Financial Planning Comprehensive financial planning service priced at $7,500/year for professionals focused on building wealth strategically. Includes insurance and estate plan reviews, integrated tax strategies, and the firm's Wealth Journey System™ methodology.
• Tier 2 Financial Planning Advanced financial planning service priced at $10,200/year for tech professionals looking to optimize and protect their wealth. Includes everything in Tier 1 plus advanced equity compensation planning, tax return preparation, and ongoing tax planning.
• Tier 3 Financial Planning Comprehensive planning service priced at $18,000/year for high-growth business owners with complex personal finances. Includes retirement plan strategy, compensation optimization, tax return preparation, and ongoing advisor coordination.
• Investment Management Tailored investment portfolios based on individual objectives, time horizons, risk tolerance, and liquidity needs, with regular monitoring, tax-loss harvesting, and an evidence-based approach supported by academic research. Available with an optional 1% fee on top of base advisory fees.
• Equity Compensation Guidance Specialized advisory on IPO planning and stock-based compensation including RSUs, stock options (ISOs/NQSOs), ESPP, and other equity instruments common in tech companies. Targets tech employees and startup founders managing concentrated equity positions.
• Tax Planning and Preparation Preparation of tax returns and projections to identify opportunities for increasing after-tax wealth over time, including tax planning projections for clarity on upcoming tax bills.
• Estate Planning Services Review of estate planning goals, identification of areas for improvement, and referrals to prepare necessary estate planning documents.

Quantifiable outcome

• Tax savings through mega backdoor Roth strategies, after-tax account optimization, and strategic tax-loss harvesting
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Charles SchwabcoreOthersCustodian and trusted partner for client assets. Charles Schwab is described as 'a trusted leader in financial services with over 50 years of experience and a reputation for security, innovation, and client-focused service.' Client money is held and insured at Charles Schwab.
• AltruistcoreOthersCustodian partner specializing in empowering financial advisors with modern, cost-effective solutions. Trusted by thousands of professionals across the industry. Client money may also be held at Altruist.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Wealthfront: Leading robo-advisor serving tech professionals with automated portfolio management and now cash, retirement, and financial planning. Competes for the same early-career tech-affluent segment but at lower price points and without personalized equity-comp coaching.
• Edelman Financial Engines: Large hybrid RIA serving many tech-sector employees through employer-sponsored advisory relationships, with strengths in equity compensation and retirement plan advice. Competes for the same end client but through employer channels rather than founder-led direct marketing.
• Hightower Advisors: Large RIA platform with practices serving tech executives and founders, including equity-compensation and concentrated-stock mandates. Comparable as an RIA serving the same end client but with an institutional partnership model rather than a solo brand.
• Creative Planning: Large fee-only RIA offering comprehensive financial planning, tax, and investment management to high-net-worth and tech-affluent clients. Overlaps with Rora on fee-only comprehensive planning but at significantly greater scale and broader service breadth.
• Empower (Personal Capital): Large hybrid wealth manager combining digital tools with human advisors, with a strong tech-sector client base and equity-compensation resources. Overlaps with Rora on tech-affluent segment but operates at vastly greater scale and with proprietary technology.
• Mariner Wealth Advisors: National fee-only wealth management firm with practices advising founders, executives, and tech-sector clients on equity compensation and exit planning. Comparable client base and fee-only fiduciary model at much larger scale.

Direct peers

• Domain Money: Premium financial planning firm focused on tech employees and startup founders navigating equity compensation and IPO planning. Closely mirrors Rora's niche, premium pricing, and founder-led service model.
• Ellevest: Digital wealth management and financial planning platform focused on women professionals, including those in tech. Comparable to Rora in serving high-income knowledge workers with goal-based planning and a content-driven acquisition strategy.
• Facet Wealth: Tech-enabled flat-fee RIA serving professionals and high-income individuals with comprehensive financial planning delivered remotely. Directly comparable to Rora in its fee-only, subscription-based planning model targeting tech-affluent clients.

Others

• Carson Group: RIA support and partnership platform providing advisors with technology, custody, and back-office services. Relevant as a potential partner or acquirer for a niche RIA like Rora rather than a direct service competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rorawealth
• LinkedInlinkedin.com/company/rorawealth
• Instagraminstagram.com/rorawealth

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 Rora Wealth