How to Price Equity Planning Services
Flat fee vs retainer add-on, what’s billable, and how to communicate value.
Last updated: January 2026
Pricing models overview
| Model | Best for | Typical range |
|---|---|---|
| Project / flat fee | One-time analysis, specific event | $1,500 – $5,000 |
| Retainer add-on | Ongoing clients with equity comp | $1,000 – $3,000 / year |
| AUM integration | Clients whose equity becomes AUM | Included in AUM fee |
| Hourly | Complex situations, uncertain scope | $300 – $500 / hour |
When to charge separately
Billable as a standalone engagement
- Pre-IPO planning with multi-year ISO/NSO modeling
- Multi-year AMT optimization strategy
- State tax allocation (multi-state situations)
- QSBS eligibility analysis and documentation
- Tender offer / secondary sale decision support
Often included in comprehensive planning
- Basic RSU tracking and withholding gap monitoring
- Annual grant review during planning meetings
- Simple exercise-or-hold guidance
- General education about equity comp taxation
Pricing by complexity
| Complexity level | Characteristics | Suggested fee |
|---|---|---|
| Basic | RSUs only, single state, no AMT risk | $1,000 – $1,500 |
| Moderate | ISOs + RSUs, AMT modeling needed | $2,000 – $3,000 |
| Complex | Pre-IPO, multi-state, QSBS analysis | $3,500 – $5,000 |
| Highly complex | M&A, tender offer, executive grants | $5,000 – $10,000+ |
Communicating value to clients
“Based on your ISO grants and income level, proper AMT planning could save $15,000–$25,000 in unnecessary taxes over the next three years. My fee for this analysis is $3,000 — a fraction of the potential savings — and it gives you a clear roadmap for when and how to exercise.”
Scope management
Most pricing problems are scope problems. Define what’s included, cap scenarios, and make “reanalysis” a separate scope trigger.
| Included | Excluded (additional fee) |
|---|---|
| Initial analysis and recommendations | Tax return preparation |
| Up to 3 scenario models | Legal document review |
| Implementation timeline | Quarterly monitoring calls |
| One follow-up meeting | Mid-year reanalysis if circumstances change |