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Stash Wealth
Stash Wealth was founded in New York in 2013 by Priya Malani, a former professional ballerina who later worked at Merrill Lynch. Malani launched the firm after...
Stash Wealth
Stash Wealth was founded in New York in 2013 by Priya Malani, a former professional ballerina who later worked at Merrill Lynch. Malani launched the firm after observing that her high-earning friends — doctors, lawyers, and consultants — lacked access to financial advice that acknowledged their spending habits and lifestyle goals. The firm operates as an SEC-registered investment advisor. The firm delivers financial planning, retirement planning, and portfolio management through a proprietary framework called The Stash Plan. This personalized roadmap integrates cash-flow budgeting with investment strategy, explicitly designed to balance near-term consumption — buying a home, booking international travel — with long-term asset accumulation. Stash Wealth serves individual clients nationwide, with a geographic concentration implied by its New York headquarters. Stash Wealth employs a team of advisors and support staff, though no public headcount is available. In the past 24 months, the firm has maintained its focused branding as a virtual advisory platform for HENRYs, a term it has popularized in its marketing (per its website, accessed May 2026). The firm does not disclose any separate philanthropic or operating-company vehicles. The firm's structural distinction lies in its demographic exclusivity. By refusing to dilute its focus, Stash Wealth competes not with generalist RIAs but with direct-to-consumer fintech apps, offering human-led planning for a narrow psychographic that traditional wealth managers typically gate behind higher asset minimums.
General information
Firm type
Bank / Wealth / Trust
Year founded
2013
Location
Region
North America
Country
United States
City
New York
Corporate office
New York, NY, United States
Principals
Priya Malani
Founder & CEO
Frequently asked questions
Who runs investment decisions at Stash Wealth?
Founder and CEO Priya Malani leads the firm and its advisory team. Malani started her career at Merrill Lynch, where she worked with high-net-worth clients before launching Stash Wealth in 2013. Operational investment decisions are executed through the firm's proprietary Stash Plan framework, which is implemented by the firm's in-house advisors.
How does Stash Wealth deliver its advice to clients?
Stash Wealth operates as a virtual financial advisor. Clients work one-on-one with a planner, and the central deliverable is The Stash Plan, a personalized roadmap that goes beyond asset allocation to align spending on near-term goals — such as real estate purchases and travel — with long-term wealth accumulation.
What type of client does Stash Wealth target?
The firm exclusively targets HENRYs — an acronym it uses for High Earners, Not Rich Yet. In practice, this means 30-somethings in professional careers (e.g., medicine, law, consulting, engineering) who earn six-figure incomes but lack the asset base typically required by traditional wealth managers.
Is Stash Wealth a single-family office?
No. Stash Wealth is a registered investment advisor and wealth manager, not a family office. It serves multiple individual and corporate clients, not a single family's capital, and its advice is centered on a standardized planning methodology rather than bespoke family-office services such as estate planning or direct private investments.
Does Stash Wealth participate in private investments?
There is no public evidence that Stash Wealth makes direct private investments, co-investments, or fund commitments. The firm's stated services are financial planning, retirement planning, and portfolio management, which, for its client base, typically involves publicly traded securities and diversified managed portfolios rather than illiquid alternatives.
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