Helping You Get To Your Happy Place Sooner

We Do This By Providing A Comprehensive Initial Plan, Ongoing Planning and Coaching, Asset Management, Tax Planning, And Tax Preparation


Cost: A yearly Assets Under Management (AUM) or retainer fee that is paid quarterly. Because tax is such a critical part of a holistic financial plan, we also include it in our comprehensive planning service. Additional Fees may apply for small-business and complex tax returns.

Dollar Amount Invested With Sona
(Each tier is calculated separately)
First Year AUMSecond Year & Ongoing
First $250,0001.20%
(Minimum of $3,000)
(Minimum of $2,500)
Second $250,0000.90%0.75%
Third $250,0000.80%0.70%
Fourth $250,0000.70%0.65%
Next $1,000,0000.50%0.40%
Next $1,000,000 and above0.45%0.30%

The AUM fee at a typical traditional financial services firm is between 1%-2%, this means a family with $500,000 in assets will pay between $5,000 and $10,000 per year, usually with no financial or tax planning included. In addition, there may be conflicts of interest since they may have to sell a commissioned product.

Typical AUM Examples At Other Firms (Even Some So-Called “Discount” Brokerage Firms):

  • $250,000 family would pay between $2,500 and $5,000
  • $750,000 family would pay between $7,500 and $15,000
  • $2,000,000 family would pay between $20,000 and $40,000

Most households don’t really know much they are paying in fees or the conflicts of interest associated with the investment choices that are made for them. We can manage assets through our custodian, TD Ameritrade, or with limited power of attorney at the firm of your choice, doing our best to limit any conflict of interest.

Our service is perfect for the client looking to have clarity and fitness around their financial life. Like running a race, financial fitness is about making the most of what you have. The confidence, peace of mind, and time saved with this ongoing service, will allow you to focus what really matters to you.

What’s Included?

With our Full Service AUM or retainer service. You can expect the following:

  • Connector.Connector.

    Two to four 60-minute meetings (in person or virtual) where we conduct a full analysis of goals, current financial status, and limitations/hurdles.

  • Connector.Connector.

    A 60-minute call/meeting to deliver 20-45 pages of financial planning recommendations, actions items, and a prioritized “To-Do” list.

  • Connector.Connector.

    Ongoing Tax Planning & Preparation (additional fees may apply with complex returns)

  • Connector.Connector.

    A 45-minute check-in phone call within one month of the recommendations delivery.

  • Connector.Connector.

    Ongoing check-ins via phone or e-mail for accountability, encouragement and to address changes along the way. At least one in-person meeting is required every 12 months.

  • Connector.Connector.

    A CFP® the client can reach out to as your situation changes or for any questions you may have.

  • Connector.Connector.

    A CFA managing their investments, either at other institutions or with Sona’s Dimensional-based portfolios, custody at TD Ameritrade

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