Fee-only adviser · Rochester, NY
Whitney & Company
Whitney & Company is a fee-only investment adviser registered with the U.S. Securities and Exchange Commission, with its main office in Rochester, New York. On its latest Form ADV, filed September 1, 2026, it reports $1.5B in regulatory assets under management, 739 individual clients and 8 employees who give investment advice. It reports no commission compensation, is not registered as a broker-dealer and does not act as an insurance agent.
Key facts from Form ADV
| Registration | SEC-registered |
|---|---|
| Firm CRD number | 117307 · SEC file 801-60710 |
| Office | 959 Panorama Trail S Suite 190 Rochester, NY 14625 |
| Phone | (585) 232-6200 |
| Website | www.whitneyandcompany.com |
| Regulatory assets under management | $1.5B |
| Individual clients | 530 non-high-net-worth, 209 high-net-worth |
| Financial planning clients | 251-500 |
| How it charges | Percentage of assets, Fixed fee |
| Services | Financial planning, Portfolio management |
| Employees | 12 |
| Disciplinary disclosures | None reported |
| Latest Form ADV filing | September 1, 2026 |
Source: the firm’s Form ADV Part 1A as published by the SEC’s Investment Adviser Public Disclosure database, data as of November 6, 2026. Figures are self-reported by the firm.
What this means for you
- It offers hourly or fixed-fee arrangements, so you may be able to pay for a plan without handing over your investments.
- It also charges a percentage of assets managed for ongoing investment management.
- Most of its individual clients are not high-net-worth, so it is likely to work with people who are still building assets.
- It provides financial planning services, not only portfolio management.
- It reports no disciplinary history on Form ADV.
Before you hire any adviser
Read the firm’s Form ADV Part 2 brochure on its SEC record: it sets out fees, minimums, conflicts of interest and who will manage your money. Ask whether the firm acts as a fiduciary for all of your accounts, how it is paid in total, and who holds your assets. Our guide to choosing a financial adviser lists the questions to ask.
Other fee-only advisers in Rochester
- Novem Group $1.7B
- Howe and Rusling, Inc. $2.4B
- Prentice Wealth Management LLC $568M
- W & S Management Services, Inc. $166M
- Seneca Financial Advisors LLC $847M
- Linden Financial Consultants, LLC Not reported
See all 22 fee-only advisers in Rochester →
Nearby
- Pittsford 21 firms
- Webster 1 firm
- Fairport 5 firms
- West Henrietta 1 firm
- Mendon 1 firm
- Honeoye Falls 2 firms
- Victor 3 firms
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