About Setright
Wealth management built on truth, not commissions.
We founded Setright to bring guidance that puts you first, low-cost index investing, and calm clarity to everyday people—without high fees, proprietary fund pitches, or sales pressure.
A fiduciary, legally required to act in your best interest at all times
Flat annual advisory fee with zero hidden transaction costs
Guidance from Luke, your calm AI wealth co-pilot
Securities held in your name and protected up to $500,000
Our Mission
Why we started Setright
For decades, the traditional wealth management industry was designed around sales quotas and opaque fees. Financial institutions pushed high-cost products with hidden commissions, keeping clients uncertain about what they actually owned or paid.
We believe that long-term investing should be quiet, evidence-based, and completely transparent. Everyone deserves advice that’s required by law to put them first and never depends on commissions or kickbacks.
Setright pairs regulated, best-interest RIA management with thoughtful, conversational AI. We help you establish clear goals, invest in broad market indexes on autopilot, and build enduring financial independence.
“Don’t look for the needle in the haystack. Just buy the haystack.”John C. Bogle — Founder of Vanguard
Setright embraces John Bogle’s foundational truth: patient index investing across the global economy outperforms active stock picking over time while eliminating needless friction and stress.
Core Foundations
The four foundational pillars of Setright
We built Setright on four foundational pillars that define how our firm operates and protects you—our legal duty to put your best interest first, evidence-based indexing, the Luke AI wealth co-pilot, and independent custody with passkeys.
1. On Your Side, by Law
As a registered investment adviser, we are a fiduciary: legally required to act in your best interest at all times. We never accept kickbacks, shelf-space payments, or sales bonuses from fund providers. Our loyalty belongs exclusively to you.
2. Evidence-Based Indexing
We invest in total market index funds with ultra-low expenses. Decades of Nobel prize-winning economic data demonstrate that trying to time markets or pick hot stocks destroys wealth; broad market ownership builds it.
3. Luke: Your AI Wealth Co-Pilot
Financial questions do not only arise during standard business hours. Luke gives you immediate, conversational guidance 24/7 in plain English—explaining tradeoffs, tracking milestones, and keeping you grounded through every market cycle.
4. Independent Custody & Passkeys
Your money is never commingled or held directly by Setright. Accounts are held in your own legal name at Alpaca Securities LLC, a member of FINRA and SIPC. Account access is safeguarded by biometric passkeys with zero passwords to steal.
Looking for our investment strategy?
These four pillars form our firm’s structural foundation. To explore the 8 timeless rules that guide how we invest your money, visit our dedicated principles page.
The Experience
How Setright works for you
From your first question to your long-term wealth plan, every step is designed to be calm, intuitive, and stress-free.
Understand Your Money
Chat with Luke or read our plain-English guides to review your financial situation—from high-interest balances and emergency reserves to long-term goals.
Open in Five Minutes
Open your account online at Start Now using your phone or computer. Verify your identity securely and activate with one-touch biometric passkey login.
Automate & Build Wealth
Set up recurring deposits. Setright automatically directs incoming funds into low-cost index funds using tax-efficient cash flow balance methods.
Pricing & Transparency
Radically simple, transparent pricing
Traditional advisers often charge 1% or more every year, which quietly drains tens of thousands of dollars from your future. We charge a straightforward 0.25% advisory fee so more of your returns stay where they belong: in your account.
- Zero trading commissions or transaction spreads
- No proprietary fund kickbacks or hidden markups
- No lockups, exit penalties, or transfer fees
Start Your Journey
Ready to invest with calm clarity?
New to Setright? Open your account in minutes, or explore your options conversationally with Luke.