Russell Kroeger, CFP®, EA Upstart Wealth

Contact this advisor

About Russell Kroeger, CFP®, EA

Upstart Wealth is the place where professionals with equity compensation and tax planning complexity come to have a digital wealth planning experience with a human touch. Our clients are smart, hard-working professionals who value their time and collaborative relationships with skilled professionals. They outsource the complexity of their financial lives, so they can make informed decisions and use their resources intentionally. Understanding where they are and how to move forward, our clients can focus their time and energy on living a life that makes them proud of who they are.

Our client-centric approach fosters long-term relationships by creating space for conversations and brainstorming that our clients may not otherwise have. Anchoring every conversation and analysis to what is most important means that clients understand the trade-offs implicit in their life decisions – from both a quantitative and qualitative perspective.

We are accessible for check-ins meetings for important conversations as our clients experience life transitions, and we proactively reach out to discuss planning strategies to ensure their financial resources are in alignment with the life they want to live.

Our clients value our relationship mostly because we don’t tell them what to do or make value judgments. We trust clients to be the experts of their own lives. We simply marry their expertise with our expertise in the finance and tax landscapes to co-create a future that is meaningful. A future that empowers clients to explore their best lives with optimism and a sense of subjective well-being.

To further support our clients’ lives, Upstart is a one-stop solution for personal finances. All our clients receive our comprehensive service offering which includes Financial Planning, Investment Management, Tax Planning, and Tax Return Preparation.

Financial Planning
Each client gets our comprehensive financial planning offering within the context of their unique situation. We help our clients organize their financial picture, so they are aware of where they stand (Point A) and where their financial decisions are leading them (Point B). The space afforded to dream about the future without expectations allows clients to orient in the direction that best suits their vision. We then help clients expand their horizon by setting the frame for the future they want to experience (Point C).

Investment Management
Each client has portfolios structured in service of the life they want to experience. Using an evidence-based approach, we provide clients the building blocks necessary to meet their short-term commitments while also bridging the gap between their current resources and what will be necessary to secure opportunities in the mid and long-term. We support clients’ vision for their future by aiming for market returns over the long-term while adding additional value by doing so as efficiently as possible.

Tax Planning and Return Prep
In addition to tax preparation services, each client gets one or two tax projections each year based on need. The tax projections increase resource efficiency as clients understand how much they should allocate toward tax payments with enough notice to plan accordingly. Proactively running projections also identifies opportunities to take advantage of tax law and increases our clients’ after-tax wealth over time.

Contact this advisor

Ideal Clients

  • Equity Recipients (RS/RSU SOP ESPP)
  • Gen Y/Millennials
  • Startup Founders
  • Tax Planning

Ways Advisor Charges

  • Flat Fee
  • Hourly
  • Assets Under Management

Fee Options

  • Flat fee: $3,600 plus AUM charge (if applicable)
  • AUM: 0%+ depending on assets
  • Hourly fee: $350/hr


SEC Records