About the practice

A small firm that answers its own phone

Halloran Reed Planning began at a kitchen table in 2014, when Maren Halloran left a bank's advisory desk because she was tired of recommending products she would not buy herself.

How we work

Three promises we put in writing

These sit on the first page of every engagement letter, above the fee schedule and the disclosures.

No hidden pay

Your retainer is the only money we receive. No fund company, insurer or custodian pays us for anything, and we list every conflict we can think of in our disclosure.

One household, one plan

Spouses, parents and adult children often share financial decisions. We keep a single plan that everyone involved can open, instead of three separate files.

Slow on purpose

We cap the practice at about seventy households so that every client gets a real reply within a business day and a planner who remembers their kids' names.

Where the practice has been

A short history, because you should know who you are trusting with your plan.

  1. 2014

    Kitchen-table start

    Maren takes her first four clients, all colleagues from the bank, and writes the first version of the quarterly letter.

  2. 2017

    Teodor joins

    Teodor Reed, a former pension analyst, builds the rebalancing schedule that still governs every client portfolio.

  3. 2020

    Fully remote-ready

    Meetings move to video overnight, and the secure document folder replaces the paper binders families used to carry in.

  4. 2024

    Retainer-only

    The last assets-based client moves to a flat fee, and the firm formally stops charging percentage fees to anyone.

Who you will meet

Three people run the practice, and you will talk to all of them within your first year.

  • Maren HalloranFounder and lead planner
  • Teodor ReedPortfolio and tax projections
  • Imani ColeClient operations and paperwork

Curious whether we are a fit?

Send two sentences about your household and we will tell you honestly whether a retainer or a one-time review makes more sense.