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Rooted Planning Group
Founded in 2016 in Corning, New York, Rooted Planning Group was built by a trio of CERTIFIED FINANCIAL PLANNER™ practitioners — Amy Irvine, Becky Eason, and...
Rooted Planning Group
Founded in 2016 in Corning, New York, Rooted Planning Group was built by a trio of CERTIFIED FINANCIAL PLANNER™ practitioners — Amy Irvine, Becky Eason, and Kate Welker — who structured the firm around a fixed-fee, subscription-style model. From its single office in Steuben County, the firm operates virtually across the United States, serving individuals, high-net-worth families, and small business owners without imposing investable-asset thresholds. Rooted Planning Group's service architecture spans comprehensive financial planning, investment strategy design, retirement planning, education funding, tax planning, and estate coordination. The firm also provides small-business financial consulting. Its fixed-fee structure — explicitly marketed with no minimum asset requirement — decouples advice revenue from portfolio size, a posture that contrasts with most US registered investment advisors. The firm’s investment approach is delivered as part of an ongoing retainer relationship rather than through discrete fund vehicles or proprietary products. The firm is led by its three named CFP® professionals and supported by client-service staff including Muriel Parrotte and Morgan Glover. Rooted Planning Group does not disclose total assets under advisement or a deployment figure, and its professional headcount beyond the named team is not published. The practice operates from a single location at 10 East Market Street in Corning, with limited in-person hours — Monday and Friday by appointment, and Tuesday through Thursday from 9 AM to 5 PM ET — reflecting a predominantly virtual engagement model. Rooted Planning Group’s structural differentiator is its no-minimum, flat-fee advice model within a sector where most competitors generate revenue as a percentage of client assets. By decoupling compensation from portfolio scale, the firm positions its planning service as accessible to younger accumulators and clients whose wealth is not yet liquid, a governance choice that alters the typical advisor-client economic alignment.
General information
Firm type
Bank / Wealth / Trust
Year founded
2016
AUM
Undisclosed
Location
Region
North America
Country
United States
City
Corning
Corporate office
10 East Market Street, Corning, NY 14830, United States
Principals
Amy Irvine
CFP®
Becky Eason
CFP®
Kate Welker
CFP®
Sector focus
Frequently asked questions
What fee structure does Rooted Planning Group use, and how does it differ from typical wealth managers?
Rooted Planning Group operates on a fixed-fee model for comprehensive financial planning, explicitly rejecting the percentage-of-assets-under-management fee structure common in US wealth management. The firm states it imposes no minimum asset requirement, making its services accessible regardless of a client's current portfolio size. This subscription-style architecture decouples the firm’s revenue from investment performance and asset growth, aligning compensation with the delivery of planning advice rather than asset gathering.
Who leads investment and planning decisions at Rooted Planning Group?
The firm is led by three CERTIFIED FINANCIAL PLANNER™ professionals — Amy Irvine, Becky Eason, and Kate Welker — who are the public-facing principals. The depth of the investment decision-making team beyond these named CFP®s is not publicly disclosed. Client-service support is provided by Muriel Parrotte and Morgan Glover, with no separately listed chief investment officer or investment committee details published on the firm's website.
Does Rooted Planning Group offer investment management or only financial planning?
Rooted Planning Group provides both financial planning and investment management, structured as part of an ongoing comprehensive service. Its planning coverage includes retirement, education, tax, and estate planning, alongside investment strategy design. The firm also extends its advisory services to small business finance consulting. All services are delivered within a retainer-based relationship that emphasizes ongoing financial education alongside the planning and investment components.
What is Rooted Planning Group's geographic reach and client profile?
The firm is headquartered in Corning, New York, and operates virtually, serving clients across the United States. Its client base includes individuals, high-net-worth individuals, families, and small business owners. The firm markets itself as a judgment-free environment for clients at various stages of wealth accumulation, with a particular emphasis on those who may not yet meet traditional asset-minimum requirements imposed by other advisory firms.
How is Rooted Planning Group's compensation aligned with client outcomes?
Rooted Planning Group’s fixed-fee model structurally aligns compensation with the delivery of financial planning and education rather than with asset-gathering or portfolio performance. By charging a flat fee regardless of a client’s investable assets, the firm avoids incentives to recommend higher-fee products or to prioritize accumulating assets over providing planning guidance. This model places the advisory relationship on a subscription footing, where the value exchanged is the ongoing planning service itself.
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