“Can a flat-fee, CFP-led advisory model scale to serve middle-market American households who have historically lacked access to comprehensive, unbiased financial planning?”
Founded in 2016 as Fabric Wealth / OneK Financial, the company rebranded to Facet Wealth as a registered investment adviser offering flat-fee, subscription-based financial planning via dedicated CFP professionals — democratizing access to comprehensive advice historically reserved for the wealthy. The company later dropped 'Wealth' from its name to signal a broader mandate covering all facets of financial life, not just investments and retirement. Apex Clearing Corporation handles custody and clearing for client investment accounts, reflecting a capital-light model where Facet focuses on advice delivery rather than proprietary brokerage infrastructure.
Facet is founded in 2016 and headquartered in West Palm Beach, FL.
Facet has raised $35M (latest disclosed round) in total (latest round: General Corporate Purpose).
Get a read on where your own stack stands against Facet and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.