Equity Asset Advice is an independent, fee-only advisory firm helping families, founders, and retirees across the USA grow, protect, and transfer wealth — with published pricing, tax-first portfolios, and plans written around your life, never our commissions.
1,200+ households across 24 states trust us
4.9/5 average client rating
Since 2022
Lake Placid, Florida → Nationwide
Equity Asset Advice opened in 2022 with a simple conviction: everyday Americans deserve the same quality of financial counsel as institutions — fiduciary, fee-only, and refreshingly plain-spoken. What began as two advisors and a folding table in Lake Placid, Florida now guides more than 1,200 households across 24 states, overseeing over $850 million in assets under advisement.
A country where every family — not just the top one percent — has access to institutional-quality wealth counsel that compounds quietly across generations.
To simplify financial complexity into one clear, written plan — so our clients spend their time living their lives, not worrying about their money.
Four commitments shape every recommendation we make and every conversation we have.
We plan before we invest. We measure risk in outcomes, not volatility. We write every recommendation down, disclose every dollar of cost, and would rather lose a sale than a night's sleep over advice we didn't believe in.
Most firms sell you products. We build you a system. Here's what working with a true fiduciary actually looks like.
We are legally and contractually bound to act in your best interest 100% of the time. No exceptions, no fine print, no "suitability" loopholes. Every advisor signs the same fiduciary oath you do.
Asset location, loss harvesting, and Roth sequencing are baked into every portfolio we touch — because what you keep matters more than what you earn.
Flat, published pricing. We never sell annuities, take kickbacks, or earn a dollar tied to what you buy.
A named CFP® professional who knows your family, your business, and your goals — not a rotating call-center queue.
The quiet work of keeping you invested at the right moments is where much of an advisor's value lives. We protect you from your worst investing instincts.
The same screening, diligence, and cost discipline used by university endowments — applied to a portfolio the size of yours.
A complimentary 60-minute conversation about your goals, your numbers, and what keeps you up at night. No pitch, no pressure.
Your written financial plan: investments, tax strategy, estate documents, and cash flow — delivered in plain English you'll actually read.
We open and transfer accounts, reposition holdings tax-efficiently, and coordinate directly with your CPA and estate attorney.
Quarterly reviews, proactive tax moves, rebalancing, and unlimited access to your advisor as life changes the plan.
From flexible lending and mortgage solutions to investment planning, tax guidance, and insurance — we bring the essential pieces of your financial life together in one place.
Flexible personal financing can support planned expenses, major purchases, emergencies, and other qualifying financial needs. We help you review available options, understand repayment expectations, and compare key costs before moving forward. The goal is to make the borrowing process clearer and more manageable while keeping your broader financial priorities in view.
Credit Loan solutions can help address short-term funding needs while supporting important financial goals. We provide clear guidance around available loan structures, repayment considerations, and potential costs. You can evaluate your options with a practical view of how new borrowing may fit within your overall financial plan.
Home financing guidance is designed to make purchasing or refinancing a property easier to understand. We help you review loan structures, rates, terms, estimated costs, and important repayment considerations. With clearer information, you can compare potential options and make a more informed decision about your home financing needs.
Personalized strategies help you build, manage, and protect wealth with your long-term objectives in mind. We can help organize investment priorities, review portfolio considerations, and connect financial decisions with broader goals. The approach focuses on thoughtful planning, diversification considerations, and disciplined progress over time.
Practical tax guidance can help you better understand tax considerations that may affect your financial decisions. We help you organize relevant information, identify planning opportunities to discuss with qualified tax professionals, and prepare for year-round obligations. The focus is on making tax-related decisions more intentional and aligned with your broader financial goals.
Insurance guidance helps you evaluate coverage considerations that can protect your family, income, property, and long-term financial plans. We can help you identify potential protection gaps, compare coverage priorities, and understand how insurance fits within your overall financial strategy. This provides a clearer framework for making informed protection decisions.
Every plan is fee-only and commission-free. Pick the depth of partnership you need — change or cancel anytime with 30 days' notice.
For professionals & young families getting serious.
For established households wanting full wealth management.
For complex balance sheets of $2M+.
No commissions. No performance fees. Every dollar of cost is disclosed on your statement.
Thirty minutes with a fiduciary advisor — no cost, no obligation, no sales script. Walk away with at least one actionable idea, whether or not we ever work together.
Real households, real plans, real results. Hover to pause and read at your own pace.
"I came in with four 401(k)s from four jobs and no plan. Six months later everything lives under one strategy, my tax drag is down, and I actually understand what I own. Worth every dollar of the fee."
"After my husband passed, I needed someone patient more than clever. The team walked me through every account twice when I needed it, and never once made me feel small for asking."
"They flagged a concentration risk in my RSUs that my previous broker never mentioned — then built a selling schedule that saved me five figures in taxes last year alone."
"Fee-only was the deciding factor for me. No product pitches, no annuity sales calls — just a written plan, quarterly reviews, and an advisor who answers his own phone."
"We sold our family business in 2024 and the estate and tax coordination was seamless. They worked directly with our CPA and attorney so I never had to translate between three advisors."
"I'm 68 and was terrified of outliving my money. Their retirement income plan gives me a paycheck every month and the confidence to book the trip instead of skipping it."
Yes. Every advisor at Equity Asset Advice acts as a fiduciary under the Investment Advisers Act of 1940, and our Form ADV (filed with the SEC and available via adviserinfo.sec.gov) states it in writing. We're also happy to sign a standalone fiduciary oath any time you ask.
Exclusively by flat, published fees paid directly by our clients — monthly planning fees or a percentage of assets under management. We receive no commissions, no referral kickbacks, and no revenue-sharing from fund companies. Every dollar of cost appears on your statement.
Our Foundation plan has no investment minimum — it's built for households still accumulating. Our Signature management service typically begins around $250,000 in investable assets, and Private Client engagements generally start at $2 million.
It's a 30–60 minute conversation — by phone, video, or at our Monticello office — where we learn your goals, review what you currently hold, and identify two or three concrete improvements. You leave with actionable notes whether or not you hire us. There is no sales script and no follow-up pressure.
Investments are one piece. A complete engagement covers cash flow, insurance gaps, tax strategy, estate documents, education funding, and retirement income design. If it appears on your net-worth statement — or your balance sheet's future — it's in scope.
Through deliberate, year-round moves: tax-loss harvesting, asset location (tax-inefficient assets in sheltered accounts), bracket smoothing, Roth conversion windows, charitable bunching, and equity-compensation timing. Most Signature clients see tax savings that exceed their advisory fee.
Absolutely — we prefer it. We coordinate directly with your existing professionals (with your written permission), or we can introduce you to vetted CPAs and estate attorneys in your state if you don't have them.
Yes — we currently serve households across 24 states and are registered where required. Everything except document signing happens over secure video and our client portal, and most clients meet their advisor in person at least once a year.
Your assets are held at an independent, SIPC-member custodian in accounts titled in your name. We are granted limited trading authority only — we can never withdraw your funds. This separation is a core protection of working with a registered investment adviser.
Anytime, with 30 days' written notice — no exit fees, no penalties, and we'll hand your files to your next advisor free of charge. Roughly 98% of clients stay, but the door is never locked.
Call, write, or stop by our Washington Street office. Coffee's on us — advice is free the first time.
9 Crepe Myrtle St, Lake Placid, Florida 33852, USA
Monday – Friday · 9:00 AM – 6:00 PM ET
General questions, media, or partnership inquiries — we reply within one business day.