Every so often, something catches you off guard—in the best way. When we first hosted our “Master Plan” webinar last year, we weren’t sure who would show up. A few dozen? A few hundred?
The response blew us away.
It turns out, people care deeply about what happens behind the scenes at Root. Not just because we manage portfolios, but because we’re trying to change how financial advice is delivered—and who it’s accessible to.
This year, we hosted our first official State of the Union. If you missed the live event, here’s a quick look at what we shared.
The Starfish on the Beach
Let’s start with a story.
At our team retreat earlier this year, we opened with the parable of a little girl on the beach tossing stranded starfish back into the ocean after a storm. A man approaches and tells her she can’t possibly make a difference—there are too many.
She picks up another starfish, throws it in, and replies, “Maybe not for all of them. But for that one, it made all the difference.”
That’s how we see our work.
There are 10,000 people retiring in America every single day. Not all of them need Root. But so many of them are looking for something better—someone to guide them with clarity, empathy, and a deep understanding of what they’re trying to achieve with their money.
And for the people we do get to work with? We want to make all the difference.
Where We Were a Year Ago
At this time last year, we were a 22-person team serving just over 450 clients. Our minimum investable asset requirement was $2 million—frankly, because it was the only way we could manage the level of inbound requests while preserving our high service standard.
That’s not the kind of gatekeeping we want to practice long term. But we weren’t willing to dilute quality just to say yes to more people.
Instead, we got to work.
- We formalized Root University, our internal training program for advisors.
- We hired thoughtfully, slowly, and intentionally—adding 33 incredible team members.
- We improved our internal systems, clarified leadership roles, and focused on team culture more than ever.
Today, we’re 55 people strong, serving 725 clients, and we’ve officially lowered our minimum to $1 million.
And that’s just the beginning.
Inward. Outward. Upward.
We use this simple framework to guide how we grow.
- Inward: We start with the team. Great client service is only possible if our advisors and staff are fully supported, well-trained, and energized to do their best work.
- Outward: From there, we look at how we serve our clients—sharpening systems, improving consistency, expanding services, and making every touchpoint more valuable.
- Upward: Only after those two are in place do we allow ourselves to grow upward. More clients. More reach. More impact. But never at the cost of the foundation.
This philosophy has helped us grow without imploding—something that happens to far too many well-intentioned firms. As Ray Dalio puts it: “Growth without order leads to collapse.”
Why We’re Structured Differently
If you’re a client of Root, you may work with a lead advisor, an associate advisor, and a client service associate. That’s not an accident. It’s by design.
Every advisor at Root is surrounded by a full pod of support so they can focus on what they do best: serving you.
And we’ve created internal teams—Oak, Canopy, Banyan, and Aspen—each with their own leadership and coaching structures to make sure nobody is on an island, and everyone is aligned.
From training (Root University) to culture (weekly values meetings) to performance (mock client exams), we’ve built a system that allows great advisors to stay great—and get even better over time.
Purpose, Vision, Mission—and One Core Value
We spent the beginning of this year going deep to clarify what really drives us. Not just for branding, but for decision-making.
Here’s where we landed:
- Purpose: To be the go-to place where clients and team members seek to become the best version of themselves.
- Vision: To build a globally recognized platform where every person has access to the financial tools and guidance they need to live with confidence.
- Mission: To give our team and clients the processes, people, and purpose they need to make the most out of life with their money.
And our one core value? Service.
But not just in the vague, generic way. Every Monday, we start our team meeting by celebrating real stories of how we’ve served—ourselves, each other, our clients, our families, and our communities.
What’s Coming Next
We covered a lot in the Q&A (thank you to everyone who sent in questions!), but here are a few highlights of what we’re working on:
1. Lowering Our Minimums Even More
We were thrilled to bring our minimum down to $1 million this year, and we’re committed to continuing in that direction—so we can serve more of the people who want to work with us.
2. Private Wealth Services
For clients with complex needs or eight-figure portfolios, we’re building out a more advanced, more customized private wealth offering. It’s already live behind the scenes. The full rollout is coming soon.
3. A Smart Approach to AI
We see AI not as a replacement for advisors—but as a tool to help them spend more time with clients and less time on spreadsheets. Root is committed to staying human-first, always.
4. Tax Planning & Filing (Soon)
We hear you: tax prep and financial advice should go hand-in-hand. While we don’t yet offer in-house tax filing, we’re actively exploring partnerships with firms who specialize in exactly that. Our bar is high, and we’re not rolling anything out until we’re confident it will elevate the client experience.
The Road Ahead
Two years ago, we were 7 people. Today, we’re 55.
The most common question we get from clients is: Will the Root experience change as you grow?
Our answer: Yes—but only for the better.
We’ve built a company that isn’t trying to serve everyone. We’re trying to serve the right people, in the right way. If that means slower growth or harder choices, we’re good with that.
We’ll keep hiring, keep training, and keep strengthening the foundation—so that every person who works with Root feels like they’re one of a dozen, no matter how big we get.
Join Us
We’re building something different at Root—and it’s working.
In just two years, we’ve grown from 7 to 55 team members, expanded access to more clients, and lowered our minimums. All while improving the service we deliver.
But we’re still just getting started.
Every time someone chooses to work with Root—whether as a client, a team member, or a future partner—they’re joining us on this mission.
Your trust helps us reinvest. Your feedback makes us sharper. And your belief in what financial advice should be keeps us focused on the right things.