Start with Durriya

Grow with your Guide

Work with an expert who understands you and your money. Eliminate your stress. Get going and get growing in no time.

Choose your Guide.
Chart your journey.
Change your life.



"When it comes to something big and difficult, it's taking that first step."



“You’re already taking the steps to solve this just by talking to us.”



"Really understanding that money mindset and their money story helps me empower them."



"This is about who you are, what you value, and what you want out of your life."



"Every single step of the way gets easier as you get more confident and more empowered."



"Come as your full self. We'll work it out. Judgment free zone"

illustration of a person sitting at a desk, in a room full of plants, talking to a Fruitful Guide

Talk to a human. An expert.  A Fruitful Guide.


Your partner in progress

  • Dedicated advice and support on all aspects of your finances from a Fruitful Guide.
  • 1-to-1 video sessions focused on organizing your finances, building wealth, and making real progress.
  • Ongoing progress check-ins, quick syncs and anytime messaging.
  • A clear blueprint to hit your goals with simple steps that your Guide helps you implement.
photo of Durriya, smiling

How it works

Your path to progress and peace of mind.


Start your journey

  • Choose the Guide who’s right for you, then sign-up. Welcome, you're now a Fruitful Member!
  • Get access to the Fruitful Platform and schedule your 1st video session.


Meet your Guide

  • Connect with your dedicated Guide. Tell them about you. Hear more about them. Let’s do this.
  • Set-up and progress through focused sessions to organize your money, set goals, take action, and make real progress.


Build a better blueprint

  • Along the way, we'll figure out where you are, where you want to be, then build the blueprint to get you there.
  • No confusing 100-page "financial plan" here.
  • This is your path to real progress with simple steps that your Guide helps you implement at every turn.


Make money moves

  • Our goal is to help you make real progress towards yours.
  • Buying a home, saving more, investing smarter, retiring earlier, combining finances, tackling student loans, or just managing your money to live your best life.


Get growing together

  • We’ll build a strong foundation so you can grow into your vision of a fruitful financial future.
  • Get ongoing advice and support through regular progress check-ins, quick syncs, and anytime messaging.
  • Feel supported at every stage of your journey.

Get answers,
not judgement

All Fruitful Guides are:

  • CERTIFIED FINANCIAL PLANNER™ Professionals, the highest level of credibility in personal finance.
  • Experienced and helpful across all aspects of your finances, not just investing.
  • Progress-oriented with advice that’s tailored to you and super simple to implement.
  • Non-judgmental, kind, and human.
all fruitful guides in a group photo

Your goals
are ours too

We’ll guide and support you though all money moments and milestones.

Plan for
a family

illustration of two people planting little seedlings

Manage money better

illustration of a woman distributing fruit across different baskets

Deal with debt

Illustration of a hand picking fruits

Save and invest smarter

illustration of a sunflower, in a hand, with money

Buy the perfect home

illustration of man watering his plants while talking to a neighbour

Go on a dream vacation

illustration of a woman climbing a hill

Eliminate money stress

illustration of the sun shining on sunflowers

Change job or career

illustration of a watering can

Frequently asked Questions

What is Fruitful?

Fruitful is a financial wellness membership that provides access to:

1. Expert advice and support from a dedicated Fruitful Guide, who is a CERTIFIED FINANCIAL PLANNER™ Professional that helps with all aspects of your finances.

2. A 5.00% APY High Yield Savings Account, more than 10x national average*

3. Tailored investment portfolios with expert support at every step and no management fees.

The combo of these 3 core benefits allows our members to organize and optimize their finances in a way that’s simple, smart, stress-free, and sustainable. Members can improve their finances, make real progress toward goals, and eliminate stress. That sounds nice!

*Rates according to FDIC Monthly Rate Cap Information as of July 18, 2024.

Why is it good?

Thinking about money can be stressful and confusing. It’s all too common to have looming anxiety about your finances, feel overwhelmed, or be unsure about how to make progress toward your goals. Our all-encompassing membership makes managing your money easy, effective, and empowering. That means providing a real expert human to support and advise you at every turn. That means creating a blueprint with easy-to-implement steps. That means simpler, smarter ways to save and invest that support your personal goals. And that means doing it all at a transparent, more affordable cost.

Do I need to be a Fruitful Member to access all member benefits?

Yes, an active Fruitful Membership is required to work with a Fruitful Guide as well as open and maintain a high yield savings account and investment management account(s). Handling your finances should be simple and seamless, so our membership provides complementary services and tools that help members unlock real progress at a great value. Also, there are no additional fees or costs beyond your subscription.

How do I connect with my Guide?

We’ll set-up and work through 1-to-1 video sessions focused on organizing your finances, setting goals, building wealth, and making real progress. Once we’ve built a strong foundation, we’ll help you keep growing while adapting to whatever life throws your way by providing ongoing advice and support through regular progress check-ins, quick syncs, and anytime messaging. Feel supported at every stage of your journey, wherever it leads.

What credentials do Fruitful Guides have?

All Fruitful Guides are CERTIFIED FINANCIAL PLANNER™ Professionals, the highest level of credibility in personal finance. This means all Guides have met intensive education, training and ethical standards, are equipped to help Members with all aspects of their finances in a capable and trustworthy way, and are required to act as fiduciaries for Members. Guides are additionally registered as investment adviser representatives with Fruitful, an SEC-registered investment adviser.

What can Fruitful Guides help me with?

Any part of your life that involves money. Our Guides provide support and advice on each aspect of members' financial worlds while considering all aspects - from managing monthly finances and getting organized to saving and investing, from buying a home to negotiating compensation and choosing benefits, from strategizing around taxes to starting a family and combining finances, and from retirement to insurance and legacy planning.

Can I change my Fruitful Guide?

Yes, you can change your Fruitful Guide at any time, for any reason. We’re committed to your success, and we'll make sure we find the right Guide for you.

How much does Fruitful cost?

Our pricing is simple and transparent — $92 per month with a quarterly membership and discounts at longer durations. That’s less than half of the cost of traditional advisory firms.² Fruitful members also get access to unique benefits like 5.00% APY on savings and tailored investment portfolios with no management fees and no minimums. We never try to sell financial products to members and our pricing doesn’t change based on your financial profile or complexity. There are no setup or onboarding fees to become a member.

2Cost of traditional advisory firms sourced from The Kitces Report, Volume 2, 2022, Figure 61. Distribution Of Typical Annual Retainer Fee.

How does that compare to the cost at other financial companies?

On average, financial planning services cost $250 an hour or about $3,000 per year. Investment managers typically charge 1% on assets managed at a minimum of $250,000.²

2Cost of traditional advisory firms sourced from The Kitces Report, Volume 2, 2022, Figure 61. Distribution Of Typical Annual Retainer Fee.

Why can I trust Fruitful with my money?

Fruitful is an investment adviser registered with the U.S. Securities & Exchange Commission (“SEC”) that employs full-time Financial Guides, all of whom are investment adviser representatives registered with the SEC and CERTIFIED FINANCIAL PLANNER™ Professionals. Our Financial Guides have previously worked at top advisory firms like Morgan Stanley, Fidelity, and Merrill Lynch.

Investments in members' accounts are held at and cleared by APEX Clearing Corporation, member FINRA/SIPC, who custodies over $120 billion in total assets as of June 2023. High Yield Savings Accounts and deposits are held at Emigrant Bank, Member FDIC and founded in 1850. Learn more about Fruitful in our Legal Documents.

How do I start?

Choose your Guide, sign-up to become a Fruitful Member (try it risk-free for 30 days), and schedule your 1st session. Tell us about you. Hear about us. Your financial wellness journey just started.

What if I’m not sure Fruitful is the right fit for me?

Good news - your Fruitful membership is risk-free for the first 30 days. We’re confident you’ll feel better and do better in no time. But if you decide it’s not a great a fit for you, you can cancel your membership in the first month and get a full refund—guaranteed.

As a member, how can I reach support?

Our hospitality team provides phone and email support Monday through Friday 8 AM – 6 PM ET and 8 AM – 9 PM ET respectively. The team responds to emails within 24 hours, but usually much quicker. Members can also schedule unlimited phone or video sessions as well as message anytime with their dedicated Fruitful Guide.

Illustration of hands with money and a sunflowerIllustration of a hand picking fruitsIllustration of a man putting apples in a basketIllustration of a woman with multiple plants in a shopping cart
Andrea Easterling
CFP® Professional

Andrea has 8 years of financial planning and advising experience. She thrives on inspiring people to confidently take control of their finances with tailored advice and easy-to-apply education. She previously worked at the fintech company Pattern and, before that, Mercer Advisors. Outside of work, Andrea orchestrates the offense as point guard of her local women's basketball team.

⚡ Empowering
💡 Insightful
🧮 Analytical
Andrew Rotz
CFP® Professional

Andrew has worked in financial services since 2012. He loves seeing the relief that comes when he helps his Members alleviate a major stressor in their financial lives. He's worked at Fidelity Investments, built a bespoke financial wellness program at NC State University, and his own firm while also serving in the US Navy. He loves exploring the Star Wars world with his two boys, traveling around the real world, and history!

💬 Conversational
🙌 Dedicated
🧠 Open-minded
Bri Sullivan
CFP® Professional

Brianna has 7 years of planning and advising experience. She’s deeply committed to helping people make more informed money decisions at every step of their financial journey. She previously worked at Merrill Lynch in wealth management. In her free time, Brianna’s into exploring the Pittsburgh food scene, jamming to Taylor Swift in spin class, and reading while cozying up with her cats, Randy and Jim Bob.

📣 Supportive
✅ Proactive
🤝 Collaborative
Matt Becker
CFP® Professional

Matt has 10 years of financial planning experience and another 6 years working in early-stage technology. He's passionate about getting to know his members, what they value, and what they truly want out of life so money can empower them to be the fullest versions of themselves. Matt previously ran his own practice working mostly with young families. His favorite thing in the world is coaching his boys' soccer teams.

❤️ Empathetic
🤝 Collaborative
📚 Resourceful
Mckenna Wieser
CFP® Professional

Mckenna has 7 years of financial planning and advising experience. She’s passionate about taking big, complicated life decisions and making them approachable, digestible, and exciting. She’s previously worked at Charles Schwab, helping families in all stages of life meet and exceed their goals with confidence. She loves to travel, go see live music, read, and hang with her dogs Bowser and El.

🫶 Committed
👁️‍🗨️ Perceptive
✅ Thorough
Raquel Tennant
CFP® Professional

Raquel has 5 years of financial planning experience and a passion for helping people reach their goals in a way that aligns with their values. She previously worked at 2050 Wealth Partners, helping young families and entrepreneurs make progress and build confidence. She's adventurous and loves to travel, cliff dive, and snorkel.

😊 Friendly
🔍 Detailed
💫 Enlightening