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
Similar Brands
Dext
Dext is a London-based bookkeeping automation platform, formerly known as Receipt Bank, that provides receipt capture, expense management, and document processing tools for accountants, bookkeepers, a
goodfin
goodfin is a Santa Monica-based AI-powered wealth management platform that provides high-net-worth individuals and startup founders with access to alternative investments — private equity, venture cap
Cash App
Cash App is a San Francisco, California-based digital banking and payments platform — operated by Block, Inc. (NYSE: SQ, formerly Square) — providing 57 million monthly active users with a comprehensi
NetSuite
NetSuite is a San Mateo, California and Austin, Texas-based cloud enterprise resource planning (ERP) platform and business unit of Oracle Corporation (NYSE: ORCL) — serving over 40,000 customers in 21
Principal Financial Group
Principal Financial Group, Inc. is a Des Moines, Iowa-based financial services company — publicly traded on NASDAQ (NASDAQ: PFG) as an S&P 500 Financials component — providing retirement savings, asse
Morgan Stanley
Morgan Stanley is a leading global financial services firm providing investment banking, securities, wealth management, and investment management services, founded in 1935 by Henry Sturgis Morgan (gra
Compare Facet with Competitors
Side-by-side AI visibility scores, platform breakdown, and market position.
Claim This Profile
Are you from Facet? Claim your profile to see full AI mention excerpts, get weekly visibility change alerts, and optimize how AI systems describe your brand.
Claim Facet Profile →Track AI Visibility in Real Time
Monitor how ChatGPT, Gemini, Perplexity, and Claude mention Facet vs competitors. Get alerts when AI recommendations shift.
Start Free Tracking →