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Facet
Facet was formed in 2016 by Anders Jones, Patrick McKenna, and Brent Weiss. Weiss had spent a decade building traditional AUM-based practices at firms like...
Facet
Facet was formed in 2016 by Anders Jones, Patrick McKenna, and Brent Weiss. Weiss had spent a decade building traditional AUM-based practices at firms like American Express and UBS before concluding that the model failed to align incentives for the vast population of investors who need planning more than portfolio management. The Baltimore-headquartered firm launched with venture backing to build a technology stack that supports dedicated, salaried CFP professionals working remotely across the United States. Facet's strategy centers on goals-based planning executed by salaried Certified Financial Planners. Asset management is treated as a commodity output of the planning process, not a separate profit center. The firm constructs portfolios using a mix of low-cost ETFs and mutual funds across equity, fixed-income, and alternative sleeves. Clients do not pay based on account balances; they pay a flat annual subscription tiered by complexity, ranging from basic planning for younger accumulators through full estate and tax coordination for retirees and HNW households. The firm has raised multiple rounds of growth capital, including a $100 million Series C led by Warburg Pincus in January 2022 (per the firm, January 2022). As a venture-backed RIA, Facet reports having completed over 30,000 financial plans. It employs several hundred CFP professionals across its national, remote-first workforce. The Series C capital was designated to scale planner headcount and invest in a proprietary planning platform that integrates tax, estate, and retirement modeling. Facet does not maintain a standard brokerage force or brick-and-mortar branch network. Facet's structural difference lies in its subscription pricing. By breaking the AUM link, the firm can profitably serve households with sub-$500,000 balances that traditional AUM-based advisors reject. The model also eliminates the planner's incentive to gather assets rather than deliver planning. Succession is venture-governed; the founders remain active while Warburg Pincus holds a board seat following the 2022 round.
General information
Firm type
Multi Family Office
Year founded
2016
AUM
Undisclosed
Location
Region
North America
Country
United States
City
West Palm Beach
Corporate office
Baltimore, MD, United States
Principals
Anders Jones
CEO & Co-Founder
Patrick McKenna
Co-Founder
Brent Weiss
Co-Founder
Sector focus
Frequently asked questions
How does Facet charge for its services?
Facet uses a flat annual subscription model, not an assets-under-management fee. Pricing tiers are based on the complexity of the client's financial situation, not portfolio size. This structure removes the conflict between a planner's compensation and a client's asset growth, allowing the firm to serve mass-affluent households that traditional AUM-based advisors typically avoid.
Who is Facet's target client?
Facet targets mass-affluent and high-net-worth individuals who need comprehensive financial planning but lack the asset thresholds that make them profitable for traditional percentage-based advisors. The firm's remote, salaried-CFP model makes it economically viable to serve households with sub-$500,000 in investable assets alongside more established clients.
Is Facet a technology platform or a human-advisor practice?
Facet is a technology-enabled RIA that pairs each client with a dedicated, salaried Certified Financial Planner. The firm's proprietary planning platform handles account aggregation, tax modeling, and retirement projections, but the primary relationship is human-to-human. The technology supports planner efficiency rather than replacing the advisor with a robo-tool.
What does Facet's investment management look like?
Facet constructs portfolios from low-cost ETFs and mutual funds across equity, fixed-income, and alternative allocations. Asset management is not a separate line of business; it is the output of the financial plan. Portfolio implementation is handled by the CFP and executed through standard custodial relationships. The firm does not charge additional fees tied to account values.
How does Facet's subscription model change the planner's incentives?
In a traditional AUM model, a planner earns more as a client's assets grow — which can create an incentive to prioritize investment returns over the broader financial plan or to avoid giving advice that reduces managed assets. Facet's salaried CFPs are compensated on overall client outcomes and satisfaction, not on the size of the accounts they oversee. This unbundling is the firm's core structural innovation.
Who are Facet's principal financial backers?
Warburg Pincus led Facet's $100 million Series C growth equity round, which closed in January 2022 (per the firm). Earlier venture rounds included backing from Slow Ventures and other institutional investors. The board includes representation from Warburg Pincus alongside the three co-founders.
Does Facet operate physical offices?
Facet is a remote-first organization headquartered in Baltimore, Maryland. It does not maintain a brick-and-mortar branch network. All client-facing Certified Financial Planner professionals work remotely, serving clients across the United States through video, phone, and a secure client portal.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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