Planful Finance LLC

Planful Finance LLC provides discretionary portfolio management and financial planning to individual and high‑net‑worth clients. The firm offers three service tracks — a planning-only engagement, a fixed-fee client service delivered on the Betterment for Advisors platform for smaller accounts, and a tiered AUM advisory track custodied at Charles Schwab for larger relationships.

Investment advice is delivered primarily through diversified model portfolios composed of ETFs, mutual funds, and liquid REITs, with portfolio construction informed by Modern Portfolio Theory and long‑term purchase strategies. The firm also employs covered‑call option writing and ESG‑oriented selections as part of its toolkit, and allows client restrictions on accounts while noting that clients invested in firm models cannot change specific model holdings.

Distinctive for a two‑advisor firm managing about $53.7 million, Planful combines an automated platform (Betterment) for lower‑balance clients with a traditional custodian relationship at Schwab for larger accounts, and discloses how platform trading policies can affect execution timing. The firm also documents the ability to advise on — and, in certain cases, bill for — held‑away accounts, does not accept performance‑based fees, and does not vote client proxies.