Facet Wealth

Facet Wealth is a financial planning company that provides personalized financial advice through a subscription-based model. The company connects clients with Certified Financial Planners (CFP) who provide comprehensive financial planning services, including retirement planning, tax strategy, estate planning, debt management, insurance strategy, charitable giving planning, and cash flow analysis. The company's fee structure differs from traditional financial advisors by charging flat annual subscription fees ranging from USD 2,000 to USD 6,000, rather than charging a percentage of assets under management. The service is delivered entirely online through virtual meetings and a digital platform that allows clients to track their goals, communicate with advisors, and monitor their financial progress.

As of 2024, Facet Wealth manages more than USD 961 million in assets across 9,664 accounts. The company utilizes a technology-driven approach, implementing features such as portfolio monitoring, automatic rebalancing, and tax-loss harvesting. For investment management, Facet constructs portfolios using low-cost ETFs covering various asset classes, including emerging markets, asset-backed securities, government bonds, REITs, mortgage bonds, and both large and small-cap US stocks. The company partners with custodians Apex Fintech Solutions and Fidelity to handle client investments, with a minimum investment requirement of USD 500 for managed accounts.

Key customers and partnerships

Facet Wealth primarily serves individuals with assets valued between USD 100,000 to USD 1 million, or those earning more than USD 80,000 annually. Approximately 75% of the company's client base consists of individuals who have never worked with a financial advisor before. The company manages investments for about half of its total client base, while the other half receives financial planning services only.

The company has established partnerships with Apex and Fidelity as custodians for client investments. Additionally, Facet maintains partnerships with various lifestyle brands to provide exclusive perks to its members.