Wonderland Financial Planning

Wonderland Financial Planning is a small, fee-only independent investment adviser serving individuals and high‑net‑worth individuals; the firm reports about $1.05 million in assets under management across 16 clients and offers comprehensive financial planning as well as discretionary investment management. Investment management is provided only to clients who complete an initial comprehensive financial plan or who engage in ongoing financial planning, reflecting an integrated planning-and-management service model.

The firm’s investment approach emphasizes asset allocation informed by modern portfolio theory and combines passive investments with elements of fundamental and technical analysis to construct portfolios, with account reviews performed quarterly and planning meetings two to three times per year. It typically obtains limited discretionary authority from clients, recommends use of a specific third‑party custodian platform for account custody, and implements trades on an individual basis rather than through aggregated block trading.

Noteworthy differences from many peers include the firm’s stated client focus (it does not serve non‑high‑net‑worth individual clients) and the explicit requirement that clients complete planning before receiving investment management. The adviser also discloses an outside consulting practice providing fintech product and content services (10–15 hours per month), a potential conflict the firm says is mitigated by project deadlines, and has recently applied for registration in California as part of its early-stage growth.