# Mindful Asset Planning

Mindful Asset Planning is a Multi Family Office based in Apple Valley, United States.

## Overview

- **Organization type:** Multi Family Office
- **Headquarters:** Apple Valley, United States
- **Region:** North America
- **Address:** Apple Valley, MN, United States
- **Founded:** 1988
- **Assets under management:** Undisclosed
- **Website:** mindfulassetplanning.com
- **LinkedIn:** https://www.linkedin.com/company/mindful-asset-planning

## Regulatory record

- **CRD number:** 113965
- **SEC file number:** 801-80606
- **Registration status:** APPROVED
- **Latest Form ADV filing:** 2026-04-01T05:00:00.000Z
- **Reports private funds:** No
- **Private funds reported:** 0
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/113965

## About

Mindful Asset Planning was founded in 1988 by Steve and Susan Zimmerman as a financial planning practice in Apple Valley, Minnesota. The firm now operates under a second-generation leadership team of owner partners that includes Becky Sebastian, Nick Augustin, Mark Brice and Dan Heiar, who acquired the business from the founding generation. The firm serves individuals, high-net-worth families and business entities across three core disciplines: retirement planning, tax strategy and estate planning. Its pathfinder process maps a client's full financial picture before recommending any deployment — a structure that prioritizes life-stage transitions over product distribution. Geographic reach concentrates on the Twin Cities metro and greater Minnesota, with client relationships spanning multiple states where remote planning is permitted. Mindful Asset Planning also operates a direct-to-consumer educational channel called Money Rascals, designed to teach financial behaviors to younger audiences, alongside an assessment tool and newsletter that extend its footprint without requiring assets under management. This operational shift toward recurring advisory relationships and educational content reflects a deliberate posture distinct from commission-based wealth management. The firm's structural differentiator is its pure fiduciary stance — no broker-dealer affiliation, no proprietary product shelf — combined with a generational ownership transition that preserved the founding family's philosophy while placing operating control in a group of career partners. This architecture sidesteps the succession risk common to founder-led RIAs and maintains continuity for multi-generational client households.

## Sectors

- Financial Services

## People

- Becky Sebastian — Owner Partner
- Nick Augustin — Owner Partner
- Mark Brice — Owner Partner
- Dan Heiar — Owner Partner

## Questions

### Who runs investment decisions at Mindful Asset Planning?

The firm is led by four owner partners — Becky Sebastian, Nick Augustin, Mark Brice and Dan Heiar — who took over from founders Steve and Susan Zimmerman. Each partner is involved in client-facing planning and portfolio oversight, operating under a collaborative rather than siloed CIO model. There is no single named chief investment officer; decisions are integrated into the pathfinder planning process.

### How does Mindful Asset Planning source clients?

The firm sources through a combination of its established Twin Cities presence, its Money Rascals educational brand that introduces financial concepts to younger generations, and a content engine including articles, a newsletter and the Money Rascals Assessment. This creates a pipeline built on recurring educational engagement rather than referral networks alone, lowering acquisition costs and building loyalty before asset-based conversations begin.

### Does Mindful Asset Planning have a broker-dealer affiliation or proprietary product shelf?

Mindful Asset Planning operates as a pure fiduciary, with no disclosed broker-dealer affiliation and no proprietary product shelf. Its marketing emphasizes unbiased advice, a term that signals independence from commission-based incentives. This posture is structurally similar to fee-only RIAs that avoid conflicts from product distribution.

### What does Money Rascals tell an allocator about Mindful Asset Planning's strategy?

Money Rascals is a consumer-facing educational initiative that teaches financial behaviors to children and young adults. For an allocator or peer RIA evaluating the firm, it signals a long-duration growth strategy — building a future client pipeline by addressing financial literacy gaps in families before an inheritance event occurs. It also creates non-AUM-dependent brand equity, a structural hedge against fee compression in asset management.

## Related profiles

- [Minderoo Foundation](https://altss.com/profile/minderoo-foundation)
- [Mindful Capital Partners](https://altss.com/profile/mindful-capital-partners)

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Last updated: 2026-07-06T01:24:21.379Z

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