Intentional provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, selecting other managers, publishing newsletters, and educational seminars. Financial planning was provided to 251–500 clients last fiscal year.
Intentional reports 400 clients. They include 353 individual clients, 42 high-net-worth individuals, and 5 pension and profit-sharing plans. Of its assets, 100.0% ($176M across 395 accounts) are managed with discretion.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 88% | 45% |
| High-net-worth individuals | 11% | 51% |
| Pension and profit-sharing plans | 1% | 4% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 353 | $79.4M | 45.1% | $225K |
| High-net-worth individuals | 42 | $89.1M | 50.7% | $2.12M |
| Pension and profit-sharing plans | 5 | $7.32M | 4.2% | $1.46M |
| Total | 400 | $176M | 100% | $440K |
- Clients
- 353
- Regulatory AUM
- $79.4M
- AUM share
- 45.1%
- Avg. per client
- $225K
- Clients
- 42
- Regulatory AUM
- $89.1M
- AUM share
- 50.7%
- Avg. per client
- $2.12M
- Clients
- 5
- Regulatory AUM
- $7.32M
- AUM share
- 4.2%
- Avg. per client
- $1.46M
Total
- Clients
- 400
- Regulatory AUM
- $176M
- AUM share
- 100%
- Avg. per client
- $440K
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 251–500
Intentional charges 0.25%–1.50% a year for its Individually managed accounts. The fee is billed in advance and is negotiable. The brochure also prices 3 other services, listed under fee details.
Fee details and sources
Other fees
- Estate planning
- Additional fee of $500 to $25,000, which may be waived at the adviser's discretion.
- Financial planning consulting
- Flat fee of $1,000 to $50,000 per engagement, which may be negotiable; 50% billed in advance, 50% on delivery.
- Pension consulting
- Fixed engagement fee of $5,000 to $10,000 per engagement, which may be negotiable.
Rice Financial LLC owns 50% to 75% of Intentional and is in turn owned by Dale Rice (75% or more). The leadership team of Intentional includes Chief Compliance Officer James Roberts. It has 3 employees.
Leadership
James RobertsChief Compliance Officer
Investment adviser representatives
3 representatives listed in the SEC register as of 9 October 2026.
Staff
- 3 employees
- 3 in advisory functions
- 2 state-registered reps
- 1 broker-dealer rep
- 2 insurance agents
- Owns 50% to 75% of Intentional, LLC
Rice Financial LLC
Control person · since April 2022
- Owns 75% or more of Rice Financial LLC
Dale Rice
Control person · since April 2022
- Owns 50% to 75% of Intentional, LLC
The Roberts Companies, Inc
Control person · since April 2022
- Owns 75% or more of The Roberts Companies, Inc
James Roberts
Control person · since April 2022
Intentional’s regulatory assets grew 1.9× from $95M (July 2022) to $176M (June 2026); clients rose from 140 to 400 and employees were 3 in both filings.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| June 2026 | $176M | 400 | 3 | 2 |
| February 2025 | $148M | 170 | 3 | 2 |
| May 2024 | $125M | 376 | 3 | 2 |
| May 2023 | $107M | 142 | 4 | 2 |
| July 2022 | $95M | 140 | 3 | 2 |
Besides its headquarters, Intentional has 1 office (1 private residence, listed without an address), with 1 listed address in South Carolina.
South Carolina · 1 listed address
- 850 Bee Balm Trail, Fort MillHQ
Other business names
Intentional has reported 1 other business name to the SEC.
- Prime Wealth Managment
Contact and registration details
- Legal name
- Intentional, LLC
- Headquarters
- 850 Bee Balm Trail, Fort Mill, SC 29708
- Website
- i10wealth.com
- Phone
- 18667526410
- SEC file
- 801-123251
- Structure
- South Carolina LLC
- Fiscal year end
- December
Intentional uses Raymond James ($169M) as custodian for its separately managed accounts. Intentional does not have custody of client assets.
- Raymond JamesRaymond James & Associates, Inc. · St. Petersburg, FL · $169M100%
At year end, Intentional’s separately managed accounts were largely in funds (41%) and bonds (30%).
What the accounts hold
- Stocks17%
- Funds41%
- Bonds30%
- Investment grade corporate bonds20%
- State and local bonds10%
- Cash10%
Filed values cover 98%. The neutral 2% gap has no reported category.
How many clients does Intentional have?
Intentional has 400 clients and manages $176 million for them, as of June 2026. They include 353 individual clients, 42 high-net-worth individuals, and 5 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 4 June 2026
What services does Intentional offer?
Intentional provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, selecting other managers, publishing newsletters, and educational seminars.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Intentional charge?
Intentional charges 0.25%–1.50% a year for its Individually managed accounts. The fee is billed in advance and is negotiable.
Which custodians does Intentional use?
Intentional’s separately managed account assets are held at Raymond James & Associates, Inc. (St. Petersburg, FL), with $169M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 4 June 2026
How many financial advisors does Intentional have?
Intentional has 2 investment adviser representatives registered with state securities authorities, out of 3 employees, and 3 perform investment advisory functions. 1 employee is a registered representative of a broker-dealer and 2 employees are licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Intentional invest in?
At the end of its last fiscal year, Intentional’s separately managed accounts held 41% registered funds (mutual funds, ETFs, BDCs), 20% investment grade corporate bonds, 17% exchange-traded equities, 10% state and local bonds and 10% cash and equivalents.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Intentional?
Intentional is owned through holding companies by James Roberts and Dale Rice. Its direct owners are Rice Financial LLC (50% to 75%) and the Roberts Companies, Inc (50% to 75%).
Source: Form ADV Part 1A, Schedules A and B, filed 4 June 2026
How does Intentional get paid?
Intentional is paid through a percentage of assets under management and hourly charges. Its Form ADV lists no commissions or performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
How do I contact Intentional?
Intentional’s main office is at 850 Bee Balm Trail, Fort Mill, SC 29708. Its phone number is 18667526410. Its website is i10wealth.com.