Homan Financial Services LLC

Homan Financial Services LLC is a fee-only registered investment adviser offering comprehensive personal financial planning and, for clients who elect it, discretionary investment management; the firm also provides separate business financial advisory services (fractional CFO and bookkeeping) that are contracted and billed apart from the investment advisory agreement. The firm’s stated target client is a dual-income household typically aged 25–40 with combined income between $100,000 and $300,000, though its tiered subscription model is designed to accommodate both building households and higher-complexity households without imposing an account minimum.

Advisory services are delivered through a subscription-based, flat-fee model that bundles planning and optional discretionary portfolio management, and the firm uses a proprietary web-based planning platform (hosted on Supabase and Vercel) as its primary client portal and documentation hub. Investment approach is passive-first and broadly diversified, grounded in modern portfolio theory (the brochure notes roughly 90% of client assets are intended for passive index funds and ETFs), with custodial services provided through Altruist and rebalancing performed on a threshold and periodic review basis.

Distinctive features include the flat subscription pricing that includes optional discretionary management rather than an asset-based fee, the firm’s explicit accommodation of both non‑high-net-worth and higher-net-worth individuals despite being a new, no-AUM advisory, and the separation of investment advisory services from a business-services division that currently constitutes the firm’s primary business activity. The brochure also discloses the firm does not act as a private fund adviser and sets out written policies to address conflicts when advisory clients also engage its paid fractional CFO or bookkeeping services.