RheeCo, Inc.

Rheeco provides discretionary investment management and financial planning to individuals, high-net-worth individuals, trusts, estates, and small businesses, constructing portfolios that typically use ETFs, diversified mutual funds, individual equities, and fixed-income securities. The firm also offers written financial plans and may refer or provide tax, accounting, and insurance implementation services through affiliated businesses under separate engagements.

The firm generally pursues a long-term, low-turnover investment approach while employing both fundamental and technical analysis to develop asset-allocation targets and customized portfolios, and it will trade shorter-term when rebalancing or meeting client cash needs. Rheeco manages accounts on a discretionary basis and describes institutional relationships with custodians (Schwab and Fidelity) that supply execution, research, and technology support used in managing client assets.

Noteworthy differences from many peers include an affiliation with an accounting firm providing tax and accounting services under separate engagement terms and a disclosure that the firm advertises hypothetical performance in its materials—features the brochure highlights as potential sources of conflict or investor attention. The brochure also discloses that firm principals maintain CPA/CFP credentials and act as licensed insurance producers, which can create implementation-related conflicts that the firm says it manages through disclosures and separate engagements.