Rugh Financial
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
About
Rugh Financial is a small, fee‑only independent advisory firm that works with individuals, couples, families and business owners. The firm offers customized financial planning and investment management and charges clients via hourly, fixed‑fee, or percentage‑of‑assets arrangements.
The adviser develops allocations by communicating with clients to determine goals and risk tolerance and provides regular reviews, generally quarterly with a minimum annual meeting and customized client reports. Unlike most peers, the firm typically operates on a non‑discretionary basis — it recommends buys and sells and obtains client approval before executing trades — and favors long‑term holdings in broadly traded mutual funds, ETFs, stocks and bonds.
Noteworthy features include a small client base (23 clients) and roughly $19.7 million in assets under management, which corresponds with a single‑advisor structure and more direct adviser involvement in each account. The firm operates as a fiduciary, does not accept third‑party compensation, adheres to professional codes of ethics referenced to NAPFA/CFP standards, does not vote client proxies, and also provides occasional small‑business financial reviews.
Client services
Expertise
Occupation focus
Fee options
Fixed fees for financial plans and analysis based on scope and complexity
$0 - $1,000,000: 1% $1,000,000 - $3,000,000: 0.75% $3,000,000+: 0.5%
$250 per hour
Fee-only: Fee-only financial planning and asset management with no commissions received from third parties.
Main office
Menlo Park CA
Advisors at this office
1
Most active in
California
Also doing business as
Rugh Financial · Rugh Financial, LLC
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
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
Not sure where to start?
We'll help you think it through—whether you ultimately need an advisor or not. Warmer helps you compare advisors clearly, so you can choose with confidence.
For advisor listings, we rely on sources including public filings and data provided by advisors, and we cannot guarantee that all information is current or accurate. Advisors are independent and may not have reviewed or updated this information. Please review an advisor's Form ADV and do your own diligence before deciding whether to work with them.
Advisor matching and referrals are provided by FinanceHQ LLC ("FHQ"), a wholly-owned subsidiary of Warmer and an SEC-registered investment adviser. We may be compensated by participating advisors. You pay no fee to use our matching service, and advisor fees are not increased because of a referral. We do not supervise advisors, manage or hold assets, guarantee performance, or provide advice about specific investments.
By using our service, you agree to the Warmer Terms of Service and FHQ Advisory Agreement, and acknowledge Warmer's Privacy Policy. Please review FHQ's ADV Part 2A and Form CRS. Logos provided by Logo.dev
© 2026 Warmer Holdings Inc. ("Warmer")