Domain Money
Founded 2020 · 66 employees on LinkedIn · 10 known investors
Domain Money provides investment management and financial planning services, charging no asset-under-management fees while offering tax-aware portfolio construction, direct indexing, and tax-loss harvesting. The company serves individual investors seeking professional wealth management integrated with comprehensive financial planning.
Also known as Domain Money Advisors, LLC
Founders & leadership
Domain Money was founded in 2020 by Adam Dell.
Investors · 10
Also in the syndicate · 1
Company profile
researched Aug 2026Domain Money is a US personal finance company that sells annual flat-fee financial planning memberships and manages client investment portfolios without charging assets-under-management (AUM) fees. Clients are paired with a dedicated CERTIFIED FINANCIAL PLANNER (CFP) professional and receive an interactive financial plan with action items covering investments, cash flow, retirement, real estate, education savings, debt, equity compensation, insurance and estate planning. The advisory entity is Domain Money Advisors, LLC, which describes itself as a fiduciary that does not sell products or take commissions.
Service delivery is organized into three membership tiers. Essential ($3,900 in year one, renewing at $2,900) includes a dedicated CFP professional, one annual coaching session, 0% AUM investment management, an investing strategy, 3.5% APY on cash savings, and cash-flow, home-affordability, retirement, debt and education planning. Strategic ($5,200 year one, $4,200 renewal) adds three coaching sessions, tax filing and tax optimization, backdoor Roth conversions, direct indexing and tax-loss harvesting, RSU/ESPP equity planning, real estate keep-versus-sell analysis, estate document creation, and insurance and benefits review. Comprehensive ($9,000 year one, $8,000 renewal) adds unlimited coaching and concierge support, unlimited K-1s and investment properties, ISO/NSO planning, Roth conversion laddering and drawdown analysis, existing estate plan review with attorney and notary support, expanded insurance planning and charitable giving strategies. Year-one fees are billed in three milestone-based installments (10% at signup, 40% after the intake call, 50% at plan delivery), and memberships carry a stated 100% satisfaction guarantee.
The business in its current form is the result of a pivot. Domain Money launched on 25 January 2022 as an investing service offering retail customers actively managed equity and crypto strategies for a 1% annual management fee with minimum investments of $100–$500, positioned between simple crypto apps and trader-centric platforms. Founder Adam Dell has said the company was originally conceived as a crypto banking platform and pivoted early — a shift that involved layoffs — toward personal financial planning.
Founding story
Domain Money was founded by Adam Dell, who left Goldman Sachs in 2021 after serving as a partner and head of digital product in the consumer division, where he was Head of Product of Marcus by Goldman Sachs. Dell had previously founded Buzzsaw (acquired by Autodesk in 2002), MessageOne (acquired by Dell Technologies in 2008) and Clarity Money (acquired by Goldman Sachs in 2018). He brought 25 former Goldman employees with him to Domain Money, and the company publicly launched its first product on 25 January 2022.
Business model
Subscription-style flat annual membership fees across three tiers rather than asset-based pricing; investment management is provided at 0% AUM as part of the membership.
Recurring annual membership fees of $2,900–$8,000 at renewal ($3,900–$9,000 in year one), billed in three milestone-linked installments during the first year and annually on the deposit anniversary thereafter. At launch in 2022 the company instead charged a 1% annual management fee on actively managed portfolios.
Traction
Domain Money lists 14 named advisors on its site and says it has been recognized by Apple with Best Apps for Investing, Best Apps for Taxes, App of the Day, Twenty Four Apps for 2024 and Essential Finance Apps designations. Headcount reached 40 at the time of the January 2022 launch. Client testimonials are sourced from Trustpilot.
Latest developments
In a June 2025 podcast interview, founder Adam Dell discussed the completed pivot, the role of AI in the company's planning operations and product vision, and growth via strategic partnerships. The current website reflects the flat-fee planning model with 2025 tax-year filing services and a three-tier membership structure.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positions itself against traditional advisors that charge percentage-of-assets fees, using a fee-comparison calculator to illustrate the compounding cost of a 1% AUM fee, and against robo-advisors by emphasizing a human dedicated CFP professional. It also frames itself as broader than investment-only advisors by covering taxes, estate, real estate and equity compensation. At its 2022 launch the company positioned itself between light-touch crypto apps and trader-centric platforms.
Flat annual fee with no AUM fees or account minimums; a single dedicated CFP professional rather than rotating advisors or an algorithm; fiduciary status with no product sales or commissions; clients may keep investments at their existing custodian; and an integrated scope spanning investments, tax filing and planning, retirement, estate, real estate, education and equity compensation.
Technology
Client-facing interactive dashboard and financial plan with goal tracking and action items, plus portfolio management tooling supporting direct indexing and tax-loss harvesting. Custody is handled by Altruist Financial LLC (SIPC member), with cash swept to partner banks for FDIC insurance eligibility. Data is protected with AES-256 encryption and the company states SOC 2 Type 2 audit validation. Tax filing is delivered through a partnership with Taxfyle, an unaffiliated provider. The founder describes AI as central to operations, particularly in improving financial planning efficiency, and characterizes the company as an AI-powered personal finance and investment platform.
Go-to-market
Direct-to-consumer acquisition via the company website, offering a free strategy session and an interactive dashboard demo; social proof through Trustpilot reviews from current clients, press mentions and Apple app recognitions. The founder states he personally sources and recruits staff via LinkedIn, and business development is led by a VP of Business Development with a background building advisor partnership networks.
Individual retail clients across three segments defined by the company: W-2 professionals and DIY investors seeking a second opinion (Essential); families and mid-career professionals with more complex finances (Strategic); and higher-net-worth individuals, pre-retirees and people facing major life decisions (Comprehensive). There are no stated asset minimums.
Geography
United States; advisors are described as based in locations including Syracuse (New York), Arizona and Miami, and the founder references the New York tech scene.
History
The company launched its initial retail investing service on 25 January 2022 with actively managed equity and crypto strategies priced at a 1% annual management fee, announcing $33 million in funding at the same time. According to Dell, the original concept was a crypto banking platform; he decided to pivot based on market fundamentals before the crypto downturn, a move that required layoffs and a reset of the team's direction. The business subsequently repositioned as a flat-fee, 0% AUM financial planning and wealth management service delivered by CFP professionals, with tax filing, estate document creation and equity compensation planning added to the offering. Head of Financial Planning Adrianna Adams joined in 2023. As of a June 2025 podcast interview, Dell described Domain Money as an AI-powered personal finance and investment platform.
Risks & controversies
The company disclosed a significant early pivot away from its original crypto banking/crypto-and-equity investing concept, which involved layoffs and abandoning the launched 1%-fee product. Site disclosures note that Domain Money is not a CPA or accounting firm (tax filing is provided via unaffiliated partner Taxfyle) and is not a law firm or estate attorney, providing legal forms and information only. Marketing claims about returns and wealth outcomes rely on third-party research (Vanguard, T. Rowe Price, BLS) rather than company results, and dashboard figures are labeled illustrative.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 9
by search overlap
Companies competing with Domain Money for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 6
launches, deals, and filingsIn a Not Another CEO Podcast episode, Adam Dell described Domain Money's original conception as a crypto banking platform, the early decision to pivot, associated layoffs, and AI's role in planning operations.
Domain Money states it partners with Taxfyle, an unaffiliated provider, to deliver tax filing services to clients.
Company states it was recognized by Apple with Best Apps for Investing, Best Apps for Taxes, App of the Day, Twenty Four Apps for 2024 and Essential Finance Apps.
Adrianna Adams, CFP, joined Domain Money in 2023 after roles at NCA Financial Planners and Morgan Stanley.
Announced $33 million raised from backers including Bessemer Venture Partners, Marc Benioff and Elisha Wiesel, the former CIO of Goldman Sachs.
$33M source ↗
Launched an investing service offering retail customers actively managed equity and crypto strategies at a 1% annual management fee with minimum investments of $100–$500.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Domain Moneydomainmoney.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Domain Money do?
- Flat-fee financial planning and 0% AUM wealth management service pairing clients with dedicated CFP professionals.
- Who founded Domain Money?
- Domain Money was founded by Adam Dell in 2020.
- Who are Domain Money's investors?
- Domain Money's investors include Maveron, Bessemer Venture Partners, Arrington Capital, Next Coast Ventures, Torch Capital, Valor Capital Group, Arrington XRP Capital, RRE Ventures and 1 more.