Well-Planned Financial LLC

Well-Planned Financial serves individuals and high‑net‑worth clients with tailored investment management and a suite of financial planning services, including project‑based plans and an ongoing comprehensive planning subscription. The firm provides portfolio management directly and by referring assets to outside managers or a sub‑advisor (XY Investment Solutions), and a majority of its assets are managed on a non‑discretionary basis rather than discretionary trading.

The firm’s investment approach emphasizes passive management and the principles of Modern Portfolio Theory, relying on diversified model portfolios and low‑cost funds while using third‑party managers or model providers for implementation. For accounts managed non‑discretionarily, the firm documents client goals and restrictions in investment policy statements and conducts periodic reviews and client meetings (typically quarterly) to implement recommendations.

Noteworthy aspects include the firm’s relatively high proportion of non‑discretionary AUM, its stated work with pension and profit‑sharing (employee benefit plan) clients while excluding certain plan asset types, and an active public education component through seminars and speaking engagements (sometimes provided pro bono). The combination of subscription-style comprehensive planning, project-based engagements, and use of a technology-driven sub‑advisor for model portfolios is less common among peers in this category.