Company Overview
About Facet
Facet is a financial technology company founded in 2016 and headquartered in West Palm Beach, Florida. The company is reimagining financial planning as an accessible, ongoing service for everyday Americans — not just the ultra-wealthy who can afford traditional wealth management minimums. Facet pairs each client with a dedicated Certified Financial Planner (CFP) who provides comprehensive, personalized financial planning across budgeting, retirement, tax strategy, estate planning, insurance, and investment management, all delivered virtually through an annual membership model with flat-fee pricing rather than percentage-of-assets fees.
Business Model & Competitive Advantage
Facet has raised over $232 million in total funding across multiple rounds, including a supersized $100 million round in 2022 and a subsequent $35 million extension that brought total funding to over $210 million, with PitchBook tracking subsequent additional capital. Key investors include Durable Capital Partners, Multiplier Capital, Audacious Capital, and State48 Ventures. The company''s flat-fee subscription model — with annual memberships typically ranging from $2,400 to $6,000 depending on financial complexity — disrupts the traditional AUM-based advisory fee structure that disproportionately benefits clients with large investment portfolios. Facet''s model means clients with modest assets or complex financial situations (debt, career transitions, major life events) receive the same quality of planning attention as high-net-worth individuals.
Competitive Landscape 2025–2026
Facet operates in the increasingly competitive digital financial planning market alongside robo-advisors (Betterment, Wealthfront), hybrid advisory platforms (Vanguard Personal Advisor Services, Schwab Intelligent Portfolios Premium), and other tech-enabled CFP platforms (Zoe Financial, Harness Wealth). Its differentiation is the dedicated, one-on-one CFP relationship combined with flat-fee, non-commission pricing — addressing the trust gap that many middle-market Americans feel toward traditional commission-based financial advisors.
Key Differentiators
Strong Challenger
Facet is an established challenger with significant market presence and competitive offerings in Financial Services.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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