We Reimagined the Role Money Plays in Life: Anders Jones, CEO of Facet

Facet is a financial advisory firm that aims to make high-quality financial planning widely accessible, focusing on clients often overlooked by traditional wealth management. Through a transparent flat-fee model, Facet provides tailored guidance without requiring high asset minimums, prioritizing long-term financial stability over asset-based fees. By pairing clients with dedicated Certified Financial Planners (CFPs) and leveraging a fully virtual model, the company removes geographic and financial barriers, offering personalized, comprehensive advice that fits a range of financial goals.

The firm’s model pivots away from the traditional fee structure tied to assets under management, known as AUM. Facet structures its services on a flat-fee basis, which opens doors to individuals who seek reliable financial guidance but may not meet the minimum investment thresholds often demanded by asset-based models. The flat-fee arrangement ensures that clients receive advice solely in their best interests, independent of the size of their portfolio. This approach establishes a service model that removes potential conflicts of interest, creating a more transparent relationship between the advisor and client. 

Facet connects clients with dedicated Certified Financial Planners (CFPs) who work one-on-one with clients to address personal financial goals, covering everything from debt management and retirement savings to education planning and insurance. The commitment to assigning each client a dedicated CFP underscores the firm’s dedication to consistency and relationship building, allowing clients to develop trust and familiarity with a single advisor rather than navigating a rotating cast of consultants. This relationship-driven model facilitates a deeper understanding of clients’ lives, providing insights that enhance financial strategies designed to meet specific personal milestones.

The platform operates entirely in a virtual setting, leveraging technology to make financial planning accessible regardless of geographic location. This digital model not only eliminates the need for physical offices, which can add significant overhead, but also caters to a growing preference for online consultations that are flexible and convenient. Virtual meetings enable clients to schedule sessions from anywhere, making it easier to balance financial planning with the demands of everyday life. By integrating digital communication, Facet reaches a broader audience, including those who may have previously lacked access to comprehensive financial planning due to geographic or time constraints.

The firm’s emphasis on technology extends beyond just virtual meetings. Facet has developed a robust digital platform where clients can securely view their financial plans, track progress, and stay informed about recommended actions. The platform allows clients to monitor updates in real time, offering insights into how current decisions align with long-term goals. This real-time accessibility provides a level of engagement uncommon in traditional financial advisory services, empowering clients to take an active role in their financial futures. 

Facet’s CFPs tailor financial strategies based on a comprehensive analysis of each client’s goals and resources. The firm delves into a client’s full financial picture, from income and investments to expenses and liabilities, providing a customized roadmap that adapts to life’s changes. Financial goals rarely exist in isolation, so Facet advisors work with clients to craft holistic plans that encompass multiple priorities, such as home ownership, education funding, and retirement planning, without sacrificing one for another. The customized plans include periodic adjustments that align with shifts in a client’s life or the broader economic landscape, ensuring that each plan remains relevant over time.

Investment management, while part of Facet’s services, functions as a component of a much broader planning process. Rather than focusing solely on maximizing returns, the firm considers how investments support overall financial well-being and help achieve specific client goals. This strategy-driven approach encourages clients to view investments as a tool within a larger financial framework rather than an end in itself. By reframing investment management within the context of comprehensive financial health, Facet fosters a balanced perspective that guards against the high-risk decisions often influenced by short-term market fluctuations.

The firm’s commitment to financial education forms a key part of its mission to improve financial literacy. Advisors invest time in explaining the rationale behind each recommendation, demystifying complex financial concepts to ensure clients feel informed and empowered in their financial decisions. This focus on education not only helps clients make better choices but also builds confidence, particularly for those who may be less experienced with financial management. Financial literacy, often overlooked by traditional firms, becomes a cornerstone of the Facet experience, transforming clients from passive recipients of advice into knowledgeable participants in their financial journeys.

Facet has gained traction among younger clients and those transitioning through significant life changes, such as marriage, parenthood, or retirement. These demographic groups often have pressing financial needs but may lack the assets or experience that draw attention from traditional advisors. Facet’s structure appeals particularly to young professionals who are beginning to accumulate wealth, as well as retirees looking to manage their assets responsibly. By recognizing the specific challenges faced by these groups, the firm tailors its offerings to accommodate different life stages, emphasizing long-term planning over rapid wealth accumulation.

Many clients who turn to Facet appreciate the predictable nature of its pricing. Financial advisory fees are often opaque, and clients are sometimes surprised by hidden costs tied to performance metrics or account size. Facet’s flat-fee pricing brings a level of transparency that eliminates confusion over service costs, reinforcing the client-first focus of its model. This pricing structure, based on complexity rather than account size, aligns with the firm’s mission of providing accessible financial planning to those who need it, irrespective of wealth level.

The flat-fee structure also aligns the client-advisor relationship toward achieving financial goals rather than maximizing assets under management. Since there is no direct financial incentive to increase the client’s assets in the same way as AUM-based models, advisors can concentrate fully on developing a financial strategy that genuinely suits the client’s needs. This alignment of goals creates a uniquely unbiased dynamic, with advisors encouraged to act in the client’s best interests without the potential bias introduced by asset-based compensation. Clients receive recommendations free from the influence of commission structures, giving them confidence in the integrity of the advice offered.

Facet’s approach to retirement planning focuses on sustainable income strategies rather than purely on asset growth. Advisors take into account factors such as expected retirement lifestyle, healthcare costs, inflation, and potential market downturns, helping clients develop a stable, long-term income plan. This emphasis on realistic income generation rather than speculative growth appeals to clients who prioritize security in their retirement years. Advisors work with clients to balance their portfolios in ways that provide income while minimizing risks, tailoring each retirement strategy to align with personal objectives and comfort levels.

For clients balancing debt, Facet offers guidance on structuring repayment plans that consider both immediate needs and long-term objectives. Many clients approach financial planning with varying levels of debt, from student loans to mortgages. Facet advisors consider each client’s specific circumstances, developing repayment strategies that reduce debt while allowing clients to continue progressing toward other goals. This approach to debt management underscores the firm’s focus on holistic financial health, as clients receive plans that help them manage obligations without feeling overwhelmed by one aspect of their finances.

Estate planning, often an overlooked part of financial planning, is given significant attention by Facet advisors, especially for clients who want to ensure their wealth benefits future generations. Advisors guide clients through the complexities of estate planning, from understanding inheritance laws to creating trusts and wills that secure assets for heirs. The firm’s emphasis on legacy planning reflects a dedication to serving clients over the course of their lives and even into the lives of future generations, fostering an approach to wealth management that spans beyond immediate gains and considers intergenerational impact.

Facet’s adaptability in service offerings has also contributed to its expanding client base. Recognizing that financial needs vary widely, Facet provides flexible plans that can accommodate changes in income, career transitions, family dynamics, and unforeseen events. This approach allows clients to update their financial plans without encountering rigid boundaries, ensuring that financial strategies evolve alongside personal circumstances. The firm’s capacity to adjust plans in real time allows clients to stay on track with goals despite changes in economic or personal conditions, a feature particularly relevant in today’s unpredictable financial climate.

As a relatively young company, Facet has leveraged digital tools and data analytics to optimize its service delivery. The firm’s platform integrates data from multiple sources, providing advisors with a comprehensive view of each client’s financial landscape. Advisors can view income, expenses, investments, and liabilities in one place, making it easier to identify trends and potential opportunities within each client’s financial picture. This level of integration supports a thorough, data-driven approach to financial planning, enabling advisors to create strategies grounded in precise, real-time insights.

The firm’s focus on accessibility has spurred partnerships with employers interested in offering financial wellness programs to their employees. By collaborating with businesses to provide financial planning as an employee benefit, Facet extends its reach while also helping organizations support the financial health of their workforce. Employee financial wellness programs address a critical need in workplaces, as financial stress can have significant impacts on productivity and morale. Facet’s inclusion in these programs demonstrates its versatility and its commitment to expanding access to quality financial advice.

Facet continues to build its reputation as a client-focused advisory firm committed to democratizing financial planning. The flat-fee model and digital-first approach allow the firm to reach clients who might otherwise lack access to comprehensive financial guidance. This model not only prioritizes accessibility but also reinforces a transparent and client-centric business ethos that resonates with those seeking financial stability and security. By focusing on holistic strategies, unbiased advice, and consistent client support, Facet has established itself as a trusted resource for individuals and families navigating the complexities of personal finance.

Anders Jones | Co-Founder & CEO 

Anders Jones is an entrepreneur and early stage tech investor. Prior to Facet, Anders was a founding partner of Argyle Ventures. Argyle invests in emerging startup markets, with a focus on advertising, technology, financial technology, and healthcare IT. Prior to Argyle, Anders was on the early team at LiveRamp (acquired by Acxiom for $310 million), and has been involved as an investor or advisor in many other startups in Silicon Valley. 

“Financial planning done right is essential to living well. That’s why we created Facet.”