Facet: Platform Profile

Overview

Facet is an SEC-registered investment adviser built around a membership-style financial-planning relationship rather than a conventional percentage-of-assets wealth-management fee.

Current consumer pricing has three principal annual membership levels:

• Core: $2,600/year
• Plus: $5,500/year
• Complete: $8,700/year

Current public pricing also references a $300 enrollment fee that is waived for clients who pay annually.

The key economic distinction is:

Facet charges for the advisory relationship through a fixed membership price rather than adding a standard percentage-of-assets Facet management fee to managed portfolios.

That does not mean every investment held through the relationship is cost-free.

Selected:

• funds;
• direct-indexing arrangements;
• alternative investments;
• custodial services;
• third-party services

can introduce separate costs.

Facet combines:

• CFP-led financial planning;
• retirement planning;
• tax-aware planning;
• investment management;
• insurance analysis;
• estate-planning coordination;
• equity-compensation planning at applicable tiers;
• direct indexing for suitable taxable assets;
• selected alternative-income access for eligible clients.

The platform is best evaluated as a hybrid human/digital wealth-management relationship.

It is not a low-touch robo account that merely asks a few risk questions and automatically places the client into one model ETF portfolio.

May fit better for

• households that want an ongoing CFP relationship;
• clients who prefer fixed-dollar advisory pricing over an AUM fee;
• investors with multiple financial-planning questions beyond asset allocation;
• households that want the same adviser relationship to address retirement, taxes, insurance, estate planning, and investments;
• larger portfolios where a fixed annual fee can represent a relatively low percentage of assets;
• investors who want discretionary portfolio management plus broader planning;
• taxable investors considering direct indexing;
• eligible accredited investors considering selected alternative-income strategies.

May fit less well for

• investors seeking a free or very low-cost automated portfolio;
• households that need only occasional one-time advice;
• very small portfolios for which a multi-thousand-dollar annual membership would represent a high percentage of assets;
• active traders who want to direct every trade;
• investors who want one universal custody provider for every current and legacy account;
• investors who assume membership pricing eliminates underlying fund or sub-advisory expenses;
• investors who want guaranteed tax savings from direct indexing;
• investors who need daily liquidity from every alternative strategy.

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Facet Wealth, Inc. is the registered adviser

Current regulatory information identifies:

• Investment adviser: Facet Wealth, Inc.
• CRD: 285961
• SEC number: 801-108767
• SEC registration effective: 2016-12-15

Facet's current Form ADV brochure is dated July 31, 2026.

The brochure reports approximately:

• Discretionary regulatory AUM 2026 06 30: $7,603,700,943

That figure is a dated regulatory asset reference.

Facet provides advice.

Qualified custodians and other providers perform separate roles.

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Current public pricing uses three membership tiers

Current consumer pricing:

• Core annual: $2,600
• Plus annual: $5,500
• Complete annual: $8,700
• Enrollment fee: $300
• Enrollment fee waived with annual payment: Yes

Facet's current Form ADV describes a broader financial-planning fee range:

• ADV annual financial planning fee range: $900-$10,000

These two facts should coexist.

The public $2,600 / $5,500 / $8,700 schedule is the current standard consumer presentation.

The ADV range can capture:

• legacy relationships;
• negotiated arrangements;
• promotional pricing;
• service variations;
• other contractual circumstances.

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Fixed membership pricing changes the fee math

$100,000 portfolio using Core

$2,600 ÷ $100,000 = 2.60%

$500,000 portfolio using Core

$2,600 ÷ $500,000 = 0.52%

$1,000,000 portfolio using Core

$2,600 ÷ $1,000,000 = 0.26%

Those percentages are illustrations, not Facet's quoted AUM fee.

Facet's contractual price remains $2,600 in the example.

The math shows why a flat fee can feel very different at different asset levels.

A client should compare:

fixed membership cost + underlying investment costs + third-party costs

with the full economics of an alternative advisory relationship.

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Investment management is included without a separate standard Facet AUM fee

Current pricing materials state that investment management is included within the membership relationship.

Facet-managed portfolios have no investment cost.

Potential separate expenses can include:

• ETF or mutual-fund expenses;
• sub-adviser costs;
• direct-indexing service costs;
• alternative-investment expenses;
• trading or custodial charges where applicable;
• taxes.

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Facet can manage accounts discretionarily

Facet is not purely a recommendation engine.

For accounts enrolled in its investment-management program, Facet can have discretionary authority to implement portfolio changes without asking the client to approve every individual transaction.

That is different from the planning relationship.

A financial-planning recommendation can concern assets or decisions outside Facet's discretionary authority.

The client can remain responsible for implementing advice in:

• employer retirement plans;
• outside brokerage accounts;
• insurance products;
• tax decisions;
• estate-planning actions;
• other assets the adviser does not manage.

Facet controls every financial account after a client joins.

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Direct indexing uses a separate sub-advisory/service layer

Facet currently makes direct indexing available through an arrangement involving:

Orion Portfolio Solutions.

Current materials identify an Orion recordkeeping/service charge of up to:

• Orion direct indexing fee: up to 0.15%

Facet does not receive that charge as a revenue share under the supplied disclosure.

Facet also states that a taxable balance around:

• Direct indexing recommended taxable asset: $200,000

can be appropriate to take fuller advantage of the strategy.

This is not a universal Facet account minimum.

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Direct indexing does not guarantee a tax advantage

A direct-indexing portfolio can create more individual tax lots and more opportunities to realize losses.

Whether that is valuable depends on the household.

Tax-loss harvesting can be less useful when:

• the client has no taxable gains;
• losses cannot be used efficiently;
• wash-sale interactions block the intended tax treatment;
• replacement securities create tracking differences;
• the client is in a low tax bracket;
• gains are later realized at unfavorable times;
• tax rates or future circumstances change.

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Alternative-income access is limited to eligible clients

Facet offers selected alternative-income exposure at applicable service levels.

Current materials describe strategies that can include private-market exposure such as:

• private credit;
• real-estate-related funds.

The important eligibility guard is:

• Alternative income available: Yes
• Accredited investor requirement for applicable alternative recommendations: Yes
• Universal alternative access: No

Alternative investments can carry:

• higher fund expenses;
• limited redemption windows;
• manager risk;
• valuation uncertainty;
• leverage;
• credit risk;
• illiquidity.

A quarterly redemption feature, where offered by a fund, is not the same as daily liquidity.

Facet membership includes liquid private markets for every client.

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Estate planning is a separate optional service

Current public pricing references an optional estate-planning service powered by Wealth.com:

• Estate Planning initial: $1,200
• Estate Planning renewal: $100/year
• Estate Planning provider: Wealth.com

Keep this separate from the ordinary Core, Plus, or Complete membership fee.

The service does not turn Facet into the client's law firm.

Estate documents and legal consequences remain subject to the service terms and applicable law.

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Custody is external and not universal

Current Facet disclosures identify custodial relationships that can include:

• Apex Clearing;
• Fidelity;
• Charles Schwab for applicable or legacy relationships.

Apex is the primary current custody relationship referenced in current materials.

Facet and Apex have an economic relationship, including an investment relationship disclosed by Facet.

That does not make Facet the broker or custodian.

Protection language follows the actual account.

SIPC protection at an eligible broker does not protect against portfolio losses.

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A canceled membership can still leave administrative costs

Current disclosure states that after membership cancellation, if managed assets remain and are not transferred within the specified period, an administrative fee can apply.

Clients can need to coordinate:

• transfer instructions;
• custodian processing;
• tax consequences;
• asset eligibility at the receiving firm.

Assessment

Facet's distinguishing feature is the fee architecture.

Traditional wealth management often becomes more expensive in dollar terms automatically as assets rise.

Facet's standard consumer membership remains a fixed annual amount at the selected service tier.

That can make the economics attractive for a household with substantial assets and broad planning needs.

It can be comparatively expensive for a smaller account.

The second distinction is scope.

Facet is not simply selling portfolio rebalancing. Its value proposition depends on whether a household actually uses the CFP planning relationship across retirement, tax, insurance, estate, investment, and compensation questions.

The right comparison is therefore not:

Facet fee vs. ETF expense ratio.

It is:

Facet membership + underlying investment costs vs. the planning and investment-management service the household would otherwise buy.