# Whitney & Company > Whitney & Company is an independent, fee-only Registered Investment Advisor (RIA) founded in 1975 and headquartered in Rochester, New York. The firm provides fiduciary investment management and comprehensive wealth planning services to individuals, families, and businesses. As a fee-only advisor, Whitney & Company has no incentive to sell particular products — the team is compensated solely for giving sound advice and managing portfolios in clients' best interests. ## About Whitney & Company Whitney & Company is a Rochester, New York-based Independent Registered Investment Advisor founded in 1975 by Bill Whitney. The firm has been built on long-term client relationships and a principle of helping people get through their financial life without worry. As a Registered Investment Advisor, Whitney & Company operates as a fiduciary — legally obligated to act in clients' best interests. The firm is free from the obligations of any investment brand or fund family, meaning the team provides unbiased, independent advice. The firm's team holds today's most trusted financial credentials, including Chartered Financial Analyst (CFA®), Certified Financial Planner (CFP™), Certified Public Accountant (CPA), and Master of Business Administration (MBA). With a combined 125+ years of experience, each client has a dedicated primary advisor backed by the knowledge and expertise of the full team. Whitney & Company is compensated through a fee equal to a percentage of total assets managed on behalf of clients, starting at 1% and decreasing as those assets increase. Unlike commission-based financial advisors, this fee-only model ensures the firm has no incentive to sell particular products other than what is in the client's best interest. ### Location and Contact Whitney & Company is located at 959 Panorama Trail South, Suite 190, Rochester, NY 14625. The firm can be reached by phone at (585) 232-6200 or by email at info@whitneycompany.net. Website: https://whitneyandcompany.com ## Investment Management Whitney & Company creates customized, balanced portfolios of stocks and bonds fine-tuned to each client's objectives and risk tolerance. The investment strategy is built on the foundation of the firm's wealth planning process, ensuring portfolios are aligned with each client's long-term goals. The firm's Chief Investment Officer leads a research team that shapes the overall investment strategy and selects investments for client portfolios. The team draws on deep experience in equity research, portfolio management, and trading to make informed investment decisions. As an independent advisor, Whitney & Company is provider-agnostic — the team selects investments based solely on what they believe is best for clients, without pressure from any parent company, fund family, or product sponsor. ## Wealth Planning Whitney & Company takes a collaborative, individualized approach to wealth planning. The process begins with getting to know what is most important to each client and building a plan that reflects their unique goals and circumstances. The firm's wealth planning services include: - Retirement planning and income strategies - Social Security maximization analysis - Medicare options evaluation - Estate planning coordination - Insurance evaluation and review - Tax planning and coordination - Comprehensive financial situation analysis Whitney & Company works closely with each client's other trusted professionals — including attorneys, accountants, and insurance specialists — to ensure all aspects of a client's financial life are coordinated and working together. ## 401(k) Consulting Whitney & Company provides comprehensive retirement plan consulting services for businesses, including: - Establishment and setup of 401(k), Cash Balance, and Defined Benefit Retirement Plans - Investment selection, monitoring, and ongoing due diligence - Plan review and compliance oversight - Full retirement plan administration, including recordkeeping and tax filings - Automated and in-person employee education utilizing education resources and the firm's team of planning experts The firm is provider-agnostic in its 401(k) consulting, partnering with the best providers and platforms to handle plan administration. This independence ensures that plan recommendations are made based on what is best for the employer and employees, not based on any affiliated product. ## Frequently Asked Questions Whitney & Company addresses common questions about its services, fee structure, fiduciary responsibility, and what it means to work with an independent Registered Investment Advisor. Prospective clients are encouraged to visit the FAQ page or contact the firm directly to learn more about how the team can help with their financial needs. ## Regulatory Disclosures Whitney & Company maintains its SEC-required ADV disclosure document, which provides detailed information about the firm's business practices, fees, conflicts of interest, and disciplinary history. This document is available on the firm's website at https://whitneyandcompany.com/adv/.