Tone Capital, LLC

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Client assets under management

$116,641,800

Clients

164

60% high-net worth

Advisors

of 4 employees

Firm type

Supported

1-3 advisors or $200M+ in AUM

Clients per advisor

Typical

Average account size

$711,230

About

Tone Capital serves individuals, high-net-worth clients, institutions, and retirement plan sponsors, providing discretionary and non-discretionary wealth management, financial planning, and specialty services such as a Betterment-based Launchpad digital program and college savings advisory. The firm manages approximately $118 million across about 164 client relationships and also offers held-away account management, insurance reviews, and turnkey bank/credit union white-label solutions.

Investment advice is delivered through bespoke Investment Policy Statements and a mix of strategies that include both automated model portfolios and bespoke discretionary management. Tone Capital uses a variety of analytical methods (including quantitative models and modern portfolio theory), offers a tactical Global Balanced Strategy that rebalances monthly, and executes both long- and short-term trading as appropriate for client objectives.

What is distinctive about Tone Capital is its operational flexibility: the firm may trade client accounts on margin and permit borrowing within separately managed accounts, and it will manage certain held-away accounts using client-provided access credentials—practices that are relatively uncommon among peers. The firm also routinely combines third‑party platforms and sub-advisors (e.g., Betterment for Launchpad, a quantitative sub-advisor on the Global Balanced Strategy, and a third‑party insurance platform), and it implements custodial and oversight safeguards such as annual surprise independent CPA examinations when it has custody.

Client services

Financial planning Portfolio management

Expertise

College savings (529s, UTMA, etc.)

Fee options

Fixed

$500 to $5,000 for financial planning services, depending on complexity

Percentage

$0+: Up to 1.25% $0+: Up to 0.70% (Launchpad program, shared with Betterment) $0+: Up to 0.35% (Global Balanced Strategy, additional fee)

Project-based

$100 to $250 per hour for financial planning services

Other

Fee-only: Hourly fees range from $100 to $250 per hour; flat fees range from $500 to $5,000 for financial planning

Main office location

Tone Capital, LLC

4120 W. Broad Street

Richmond VA 23230, United States

Number of offices

Most active in

Virginia

Disclosures

Business activities & affiliations

Is not active or affiliated with:

Insurance agent

They sell insurance products and may earn commissions on those sales.

Broker-dealer / trader

They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.

Bank

They're affiliated with a bank that may offer its own financial products and services.

Trust company

They provide trust and estate administration services, typically for separate fees.

Fund sponsor

They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.

Accountant / CPA / tax prep

They offer tax and accounting services, typically for separate fees.

Lawyer

They provide legal services, typically billed separately.

Real estate agent

They facilitate real estate transactions and may earn commissions.

Other specialized services

They may provide services such as pension consulting or municipal advisory work, typically for separate fees.

Forms ADV

Form ADV Part 2: Client Brochure Form ADV Part 3: Client Relationship

Quick links

LinkedIn Facebook Instagram Website (804) 447-1404

Advisors at this firm

Bonnie S

Series 63, Series 65

Richmond, VA

Tone Capital, LLC

Bonnie Smallwood is a financial advisor at Tone Capital, LLC with 35 years of industry experience. She has held positions at Bb&T Securities, LLC and Scott & Stringfellow, Inc., where she worked for 4 and 20 years respectively. She holds Series 63 and Series 65 credentials. Tone Capital, LLC provides discretionary and non-discretionary portfolio management, wealth management, financial planning, and retirement plan advisory services for individual, high-net-worth, and institutional clients. The firm employs a variety of analytic methods and offers both bespoke wealth management and goal-based digital platforms, managing approximately $103.2 million in assets across about 150 client relationships.

College savings (529s, UTMA, etc.)

Michael P

CFA®, Series 63, Series 66

Richmond, VA

Tone Capital, LLC

Michael Peasley is a CFA® charterholder with 19 years of industry experience. He is currently affiliated with Tone Capital, LLC and has worked at Sterling Capital Distributors, LLC since 2014 and Sterling Capital Management LLC since 2013. Tone Capital, LLC provides discretionary and non-discretionary portfolio management, wealth management, financial planning, and retirement plan advisory services to individual, high-net-worth, and institutional clients. The firm uses a combination of quantitative models, modern portfolio theory, and fundamental and technical analysis to deliver customized investment strategies and offers additional services such as a goal-based digital platform and tactical global balanced strategies.

College savings (529s, UTMA, etc.)

Gregory S

Series 63, Series 65

Richmond, VA

Tone Capital, LLC

Gregory Sabo is a financial advisor at Tone Capital, LLC with 35 years of industry experience. He has held positions at BB&T Securities, LLC and Scott & Stringfellow, Inc before joining Tone Capital in 2016. Mr. Sabo also serves as an Adjunct Professor of Technical Analysis at the University of Richmond. Tone Capital provides portfolio and wealth management, financial planning, and retirement plan advisory services to individual, high-net-worth, and institutional clients. The firm employs a range of analytic methods and offers both bespoke wealth management and goal-based digital platforms.

College savings (529s, UTMA, etc.)

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