New York, NY Office
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Fruitful
Team
Firm-wide stats for Fruitful
About
Fruitful Advisory, LLC provides web-based financial planning and discretionary investment management to individual clients who maintain an active Fruitful, Inc. membership. Its services include ongoing comprehensive planning delivered through licensed “Fruitful Guides” and portfolio management that primarily trades in exchange-traded funds and index funds.
The firm’s process centers on a personalized “Money Map” developed with each client to link life goals to asset allocation, risk tolerance, and cash-flow considerations, with periodic reviews and annual portfolio evaluation. Fruitful emphasizes passive, low-cost core allocation models, rebalancing, and client-specific investment profiles while clients retain discretion over implementation.
Notably, Fruitful does not rely on traditional percentage-of-assets-under-management fees but makes advisory access conditional on a subscription membership, and its marketing materials include hypothetical performance illustrations and client testimonials. The firm’s ownership and affiliate structure—including a 50% ownership interest by ECC Branch, LLC (related to Emigrant Bank) and an ownership stake by venture investor 8VC, plus affiliated banking products—are disclosed as potential sources of conflicts and distinguish it from many peers; its client base is focused on non-high-net-worth individuals.
Based on Fruitful
Expertise
Based on Fruitful
Location
335 Madison Ave., Suite 5 H
New York NY 10017
Advisors at this office
2
Advisors at this office
Rebecca P
CFP®, Series 66
New York, NY
Fruitful
Rebecca Palmer is a CFP® professional with seven years of industry experience, currently serving as a financial advisor at Fruitful since 2022. Her prior roles include positions at Ellevest, Inc. and First Republic Investment Management. Outside of her advisory work, she owns a small clothing brand sold on Amazon. Fruitful Advisory provides financial planning and discretionary investment management to individual clients through a subscription-based model, focusing on diversified, low-cost portfolios built primarily with passive ETFs and index funds. Services are delivered via a web-based platform and client portal, with an emphasis on collaborative allocation decisions.
Matthew B
CFP®, Series 65
New York, NY
Fruitful
Matthew Becker is a CFP® professional with 12 years of industry experience. He is currently with Fruitful, where he has worked since 2024. Prior to that, he operated Mom and Dad Money, an investment advisory firm registered in Florida, which he is in the process of winding down. He also offers courses and books on personal finance through his website. Fruitful Advisory, LLC provides web-based financial planning and discretionary investment management to individual clients who hold an active membership. The firm focuses on low-cost, passive investment strategies using ETFs and index funds, and delivers personalized planning through licensed Fruitful Guides.
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