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Like a Family Friend in Finance

An independent, fee-only registered investment advisor serving families and businesses in Rochester since 1975.

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959 Panorama Trail S., Suite 190
Rochester, NY 14625
(585) 232-6200info@whitneycompany.net

© 2026 Whitney & Company. All rights reserved.

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Rochester, New York skyline overlooking the Genesee River.

Whitney & Company

Rochester, New York · Since 1975

Confidence inretirementthe marketsunbiased advicethe Whitney team

Like a family friend in finance. Independent advice, a team that knows you, and a plan built around the people and the life you love.

Start a ConversationExplore Our Services

Independent. Fee-only. Fiduciary.

Plans that outlast the headlines

AUM and Growing
$1.7BAUM and Growing
Years in Rochester, since 1975
50+Years in Rochester, since 1975
Years of combined expertise
125+Years of combined expertise
Professionals on your side
16Professionals on your side
Fiduciary. No commissions.
Fee-OnlyFiduciary. No commissions.

Who We Are

Meet Whitney & Company

A short look at the people, the process and the independence behind every relationship.

As a Registered Investment Advisor, we put you first.

We’re here to listen to you and put you first, free from the obligations of any investment brand or fund family. The only family that matters here is yours.

Our seasoned team of CFPs®, CFAs®, CPAs, and MBAs can help you with every financial consideration, from retirement planning to tax time, all tailored to your life.

Fiduciary by Design

An ethical duty to put your interests ahead of everything. You will never be charged a commission.

Relationship First

We get to know your dreams, your worries, and the people who matter most to you.

Disciplined Investing

A consistent, steady approach built on rigorous research and long-term thinking.

A Whole Team

A dedicated primary advisor, backed by a brain trust of credentialed professionals.

Our Services

Helping every client realize their aspirations

The firm is here to make clients' lives easier by taking the emotion and worry out of their finances.

Investment Management

Investment Management

Your personalized portfolio awaits. See what "fine-tuned" should look like.

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Wealth Planning

Wealth Planning

Your goals are yours and yours alone. That's a truth we bring to every relationship.

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Retirement Plan Consulting

Retirement Plan Consulting

As a business owner, your employee benefits are a differentiator.

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Whitney & Company for Advisors

For Advisors

Whitney & Company for Advisors

Grow your firm without building everything alone, sub-advisory and partnership support.

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How We Work

Our relationship-building process with you

You're not just any client. You're you, and that makes your goals different from anyone else's. Seven connected steps, repeated as your life changes.

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3
5
7
2
4
6
A continuous cycle, revisited as your life changes
  1. 1

    Engage

    We start by getting to know you, talking about your needs and dreams, and establishing a comfortable rapport.

  2. 2

    Discover

    Next, we work with you to collect all of the information we'll need to assess your financial situation and understand your goals.

  3. 3

    Design

    Once we have all of the information, we'll analyze your situation thoroughly and create a custom financial plan and strategy that uniquely reflects your needs.

  4. 4

    Recommend

    1. 1. An overall financial plan.
    2. 2. An investment strategy that mirrors that plan.
  5. 5

    Implement

    With your blessing, we'll put the plan into place. Taking care of all logistical considerations to make the process easy for you.

  6. 6

    Review

    On a regular basis, we'll reconvene with you to evaluate the plan, track progress, refine it, and adapt it to your changing situation.

  7. 7

    Back to Engage

    Repeat the process as needed.

Questions? Answers.

What’s the difference between an RIA and a financial advisor? Why consider an RIA firm?

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News & Education

Insight worth your time

Quarterly letters, market commentary, planning education, and firm news.

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Quarterly LetterOctober 31, 2026

2026 Q3 Letter

Our third-quarter market review, why we own bonds, and portfolio updates on interest rates, artificial intelligence and energy.

Read More
Quarterly LetterJuly 10, 2026

2026 Q2 Letter

Financial markets were dominated during the second quarter of 2026 by a dramatic reversal in many of the concerns that had pressured asset prices late in the first quarter. Investors entered the period focused on the conflict with Iran, severe disruptions to shipping through the Strait of Hormuz, ra

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Quarterly LetterApril 10, 2026

2026 Q1 Letter

Financial markets began 2026 on a mixed note, with elevated volatility across asset classes and a divergence in performance beneath the surface. In the first quarter, U.S. large-cap stocks, as measured by the S&P 500, declined 4.6% (excluding dividends), while developed international stocks (MSCI EA

Read More

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