Rebel Financial provides financial planning, portfolio management for individuals and small businesses, pension consulting, educational seminars, estate planning, insurance, and tax preparation. Financial planning was provided to 101–250 clients last fiscal year.
Rebel Financial reports 443 clients. They include 333 individual clients, 100 high-net-worth individuals, and 8 pension and profit-sharing plans. Of its assets, 96.7% ($358M across 1,759 accounts) are managed with discretion; $12.3M across 8 accounts are not.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 75% | 40% |
| High-net-worth individuals | 23% | 56% |
| Pension and profit-sharing plans | 2% | 3% |
| Corporations and other businesses | <1% | <1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 333 | $149M | 40.1% | $446K |
| High-net-worth individuals | 100 | $208M | 56.1% | $2.08M |
| Pension and profit-sharing plans | 8 | $12.3M | 3.3% | $1.54M |
| Corporations and other businesses | Fewer than 5 | $1.84M | 0.5% | $922K |
| Total | 443 | $370M | 100% | — |
- Clients
- 333
- Regulatory AUM
- $149M
- AUM share
- 40.1%
- Avg. per client
- $446K
- Clients
- 100
- Regulatory AUM
- $208M
- AUM share
- 56.1%
- Avg. per client
- $2.08M
- Clients
- 8
- Regulatory AUM
- $12.3M
- AUM share
- 3.3%
- Avg. per client
- $1.54M
- Clients
- Fewer than 5
- Regulatory AUM
- $1.84M
- AUM share
- 0.5%
- Avg. per client
- $922K
Total
- Clients
- 443
- Regulatory AUM
- $370M
- AUM share
- 100%
- Avg. per client
- —
- 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
- 101–250
Rebel Financial is paid through a percentage of assets under management, hourly charges, subscription fees, fixed fees (other than subscription fees) and other compensation. The reviewed brochures do not disclose an asset-based fee rate. Read the SEC-filed brochure.
William Ratcliff owns 75% or more of Rebel Financial. The leadership team of Rebel Financial includes President William Ratcliff. It has 6 employees.
Staff
- 6 employees
- 6 in advisory functions
- 6 state-registered reps
- 2 soliciting firms
- Owns 75% or more of Rebel Financial, LLC.
William Ratcliff
Control person · since September 2013
Rebel Financial’s regulatory assets grew 2.1× from $173M (June 2021) to $370M (March 2026); clients rose from 363 to 443 and employees from 4 to 6.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Mar 2026March 2026 | $370M | 443 | 6 | 1 |
| Mar 2025March 2025 | $314M | 429 | 7 | 1 |
| Mar 2024March 2024 | $281M | 462 | 5 | 1 |
| Jun 2023June 2023 | $249M | 483 | 5 | 1 |
| Apr 2022April 2022 | $222M | 415 | 6 | 1 |
| Jun 2021June 2021 | $173M | 363 | 4 | 1 |
Besides its headquarters, Rebel Financial has 0 offices, with 1 listed address in 1 state.
Ohio · 1 listed address
- 5940 Clyde Moore DR, Suite C, GroveportHQ
Contact and registration details
- Legal name
- Rebel Financial, LLC.
- Headquarters
- 5940 Clyde Moore DR, Suite C, Groveport, OH 43125
- Website
- rebelfinancial.com
- Phone
- 614-441-9605
- @rebel-financial-llc
- SEC file
- 801-118009
- Founded
- 2013
- Structure
- Ohio LLC
- Fiscal year end
- December
Rebel Financial’s named custodians for separately managed accounts are Charles Schwab ($208M, 75%), Tiaa-Cref Individual & Institutional Services ($38.4M, 14%) and Axos Advisor Services ($31.9M, 11%). Rebel Financial does not have custody of client assets.
- Tiaa-Cref Individual & Institutional ServicesTiaa-Cref Individual & Institutional Services, LLC · New York, NY · $38.4M14%
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $208M75%
- Axos Advisor ServicesAxos Advisor Services · Centennial, CO · $31.9M11%
At year end, Rebel Financial’s separately managed accounts were mostly in stocks (71%) and funds (25%). Its reported 13F holdings for the quarter ended 31 March 2026 total $231M across 65 positions; the largest are SPDR Series Trust (6.9%), iShares TR (6.0%) and Schwab Strategic TR (5.9%).
What the accounts hold
- Stocks71%
- Funds25%
- Registered funds22%
- Pooled vehicles3%
- Cash1%
Filed values cover 97%. The neutral 3% gap has no reported category.
How many clients does Rebel Financial have?
Rebel Financial has 443 clients and manages $370 million for them, as of March 2026. They include 333 individual clients, 100 high-net-worth individuals, and 8 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 30 March 2026
What services does Rebel Financial offer?
Rebel Financial provides financial planning, portfolio management for individuals and small businesses, pension consulting, educational seminars, estate planning, insurance, and tax preparation.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file; Part 2A brochure, Item 4
Which custodians does Rebel Financial use?
Rebel Financial’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $208M, Tiaa-Cref Individual & Institutional Services, LLC (New York, NY), with $38.4M and Axos Advisor Services (Centennial, CO), with $31.9M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 30 March 2026
How many financial advisors does Rebel Financial have?
Rebel Financial has 6 investment adviser representatives registered with state securities authorities, out of 6 employees, and 6 perform investment advisory functions. None are registered representatives of a broker-dealer or 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 Rebel Financial invest in?
At the end of its last fiscal year, Rebel Financial’s separately managed accounts held 71% exchange-traded equities, 22% registered funds (mutual funds, ETFs, BDCs), 3% pooled vehicles (private funds and similar) and 1% 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 Rebel Financial?
Rebel Financial’s direct owner is William Ratcliff (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 30 March 2026
How does Rebel Financial get paid?
Rebel Financial is paid through a percentage of assets under management, hourly charges, subscription fees, fixed fees and other compensation. 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 Rebel Financial?
Rebel Financial’s main office is at 5940 Clyde Moore DR, Suite C, Groveport, OH 43125. Its phone number is 614-441-9605. Its website is rebelfinancial.com.