Frankly Finances
Updated today
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
Client assets under management
$202,957,302
This total excludes 4 entity clients. Entities are clients such as corporations, partnerships, or trusts.
Clients
25
84% high-net worth
Advisors
1
of 1 employees
Firm type
Supported
1-3 advisors or $200M+ in AUM
Fewer clients per advisor generally means more personalized, proactive service. Higher ratios may reflect streamlined models or lower minimums.
Clients per advisor
25
LowAverage account size
$8,118,292
About
Frankly Finances works with individuals — including high-net-worth clients — as well as corporations and small-business retirement plan sponsors, providing fee-only financial planning, investment management, and retirement plan consulting. Engagements are tailored by agreement and can include personal financial plans, ongoing portfolio management, and advisory services to plan sponsors.
The firm emphasizes passive, asset-class-based portfolios constructed largely with index mutual funds and ETFs and monitors accounts on an ongoing basis, implementing client plans through negotiated flat-fee investment management rather than percentage-of-AUM or performance-based arrangements. Financial planning is available on a one-time, hourly, or recurring subscription basis, and the firm discloses it does not accept commissions for product sales.
Frankly Finances is notable for managing roughly $204 million in discretionary assets with a very small client base, resulting in unusually high AUM per advisor relative to peers and suggesting concentrated, bespoke client relationships. Its combination of offering a subscription billing option, explicitly eschewing percentage-of-AUM and performance fees, and providing ERISA Section 3(21)/3(38) retirement plan consulting is uncommon among similarly sized supported firms.
Client services
Financial planning
Portfolio management
Pension consulting
Expertise
General estate planning guidance
General retirement planning
General tax planning
Passive / index investing
Fee options
One-time fixed fees for financial planning, based on scope and complexity
Hourly fee of $600/hour, negotiable at firm's discretion
Annual subscription fees for ongoing financial planning; minimum $1,000/year, typically not exceeding $20,000/year for retail clients
Minimum fee: Investment management fees generally range from $4,000 to $40,000 annually Fee-only: Financial planning services are fee-only; no compensation from sale of securities or products
Main office location
Frankly Finances
Winter Park FL, United States
Number of offices
1
Most active in
Frankly Finances has reported serving >5 clients in these states in the last 12 months.
California · Florida · New Hampshire · Texas
Disclosures
Firm disclosures are reported in Form ADV Part 1A, Item 11. They include criminal charges, regulatory actions, civil proceedings, and professional disciplinary events involving the firm or its advisory affiliates.
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
These affiliations may expand the services this firm offers and, in some cases, how they are compensated.
Is not active or affiliated with:
-
Insurance agent
They sell insurance products and may earn commissions on those sales.
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Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
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