Financial Planning & Asset Management Services

for mid-career professionals with equity compensation

After 20 years in financial services split between private practice and fintech, I’ve thought a lot about what an ideal financial planner looks like and how to create a firm of ideal financial planners to serve clients. What can they help with? How does it feel to work with them? How much does it cost and what makes it worth it? What ware the most impactful ways they can serve clients and how specifically will they improve their clients’ lives? (Check out more here.) And that’s why I founded The Goodland Group, to be the kind of financial planning firm I believe clients deserve.

Our sweet spot is working with mid-career professionals with equity compensation (stock options and RSUs). Our clients are navigating the tradeoffs between saving for retirement (becoming work-optional), saving for college, buying homes, family vacations, supporting aging parents, and making critical decisions around equity compensation, taxes, investment strategy, insurance, and career changes. They’re often making more than they ever have before, and are looking for a thought partner to navigate all of the decisions ahead as they move beyond the basics of building an emergency fund, paying off debt, and investing in their 401(k). Most of our clients are looking to become either work-optional or greatly reduce the amount of earned income they need at some point in their 40s or 50s rather than a traditional mid-60s retirement. They’re in a position where more is possible, but navigating it has become more complex, and they’re looking for a thought partner to walk alongside them.

If you’d like to connect and chat about whether The Goodland Group might be a good fit for you, please sign up for our client interest list and we’ll be in touch soon to schedule time with you.

ongoing financial planning

This is our core service offering. We’ll work together over time on everything from budgeting to equity compensation decisions to investment allocation to insurance to tax planning to making progress on longer term goals like retirement and saving for college, etc. We’ll be there to provide advice and guidance as things come up and provide accountability along the way.

$1,750-$2,500 upfront

$375-$475 per month

Fee is dependent on complexity and client service needs.

asset managemenT

Available only to Financial Planning clients

For clients who are also looking for asset management, we will assess your risk tolerance, develop an appropriate asset allocation, select investments, facilitate account transfers, complete trades, work around existing positions when needed, and rebalance your portfolio. We use a low-cost, broadly diversified approach built with either ETFs or direct indexing strategies (when appropriate) with daily rebalancing and tax-loss harvesting.

Simplified ETF-only strategies through Betterment for Advisors:

0.40%

Custom Direct Indexing and ETF strategies custodied at Schwab:

First $2.5M: 0.75%

$2.5M-$10M: 0.6%

Over $10M: 0.45%

Fees are based on assets under management. Planning fee waived when managed assets at Schwab exceed $2.5M.

*Average asset management fee in financial services is 1% plus additional platform fees.

For clients in the state of Washington, financial planning fees will be billed quarterly, in arrears, at $250/hour for actual hours of service. The above fees are based on estimated hours of service. Actual fees may be above or below the estimates provided based on actual hours of service provided.

We have very limited capacity for one-time financial planning engagements ranging in fee from $2,200-$7,500. These engagements typically unfold over 8-12 weeks with 50% due upfront and 50% due upon completion of our work together. Fee is dependent on complexity and client service needs.

Updated 02/28/2025