Best-in-State · rank 17 · Anchorage, Alaska · listed firm: Baird
Identity & firm
- Firm — Robert W. Baird & Co. Incorporated (high)
- “Robert W. Baird & Co. Incorporated (CRD #8158)” — sec_finra_regulatory
- Parent company — independent (medium)
- “Robert W. Baird & Co. Incorporated operates as a non-bank financial institution under FINRA regulation” — sec_finra_regulatory
- Firm type — wirehouse (high)
- “Robert W. Baird & Co. Incorporated is registered as a full-service wirehouse providing wealth management services” — sec_finra_regulatory
- Team name — The Planning Group of the Northwest (high)
- “The Planning Group of the Northwest” — firm_official
- Team size — 4 (medium)
- “Team members: Rachel Bunnell, Grant Shearer (Senior Partner/Resident Manager), Sarah Springer, and Margaret Price” — firm_official
- CRD — 5424262 (high)
- “CRD #5424262” — sec_finra_regulatory
- Years experience — 16 (high)
- “16 years industry experience” — sec_finra_regulatory
- Designations — CFP, CDFA, other:Master of Personal Financial Planning (MPAS®) (high)
- “CFP® (Certified Financial Planner) — earned 2012; MPAS® (Master of Personal Financial Planning) — earned 2014; CDFA® (Certified Divorce Financial Analyst) — earned 2019” — social_or_third_party_db
Book of business
- Team AUM ($M) — 1200 (high)
- “Team Assets (Custodied): $1.2B” — forbes_shook
- Account minimum ($M) — 1.0 (high)
- “Minimum account size for new business: $1M” — forbes_shook
- Typical client net worth ($M) — 3.5 (high)
- “Typical Net Worth of Relationships: $2-5M” — forbes_shook
- Client niche — high-net-worth families; divorce financial planning; multi-state wealth management (high)
- “Rachel specializes in divorce financial planning (CDFA designation)” — firm_official
- Custodians — not_applicable (high)
- “Robert W. Baird & Co. is a wirehouse; custodial/clearing services managed internally through firm infrastructure” — sec_finra_regulatory
- Fee model — gap: not_found_after_search
Positioning & marketing
- Website url — https://planninggroupofthenorthwest.bairdwealth.com/team/rachel-k-bunnell (high)
- “Rachel's team profile page at Planning Group of the Northwest” — firm_official
- Value proposition (verbatim) — Doing business 'The Baird Way' means listening carefully, responding thoughtfully and investing in what matters most to those they serve. (high)
- “Doing business 'The Baird Way' means listening carefully, responding thoughtfully and investing in what matters most to those they serve.” — firm_official
- Differentiators — CDFA specialization in divorce financial planning, Multi-state wealth management expertise, Collaborative family-focused advisory approach, Baird institutional backing and resources (medium)
- “Rachel specializes in divorce financial planning (CDFA designation)” — firm_official
- Content marketing — active (medium)
- “The Planning Group publishes educational articles at their Resource Center; Op-ed published in Anchorage Daily News (August 2026)” — firm_official
- Has podcast — gap: not_found_after_search
- Books published — gap: not_found_after_search
- Linkedin url — https://www.linkedin.com/in/rachel-bunnell-cfp%C2%AE-cdfa%C2%AE-mpas%C2%AE-4328a094/ (high)
- “Rachel Bunnell CFP® CDFA® MPAS® LinkedIn profile” — social_or_third_party_db
- Social presence — linkedin_active (high)
- “Active LinkedIn profile with recent updates and professional engagement” — social_or_third_party_db
- Press awards — 2026 Forbes Top Wealth Advisors - Best-In-State Alaska #17, 2025 Forbes Top Next-Gen Wealth Advisors - Best-In-State Alaska #2, 2025 Forbes Top Women Wealth Advisors - Best-In-State Alaska #3, 2024 Planning Group of the Northwest - Best-In-State Wealth Management Teams Alaska #2 (high)
- “2026 Forbes Top Wealth Advisors rank 17 Alaska; 2025 Forbes Top Next-Gen Wealth Advisors Best-In-State Alaska #2; 2025 Forbes Top Women Wealth Advisors Best-In-State Alaska #3” — forbes_shook
Visual brand
- Has distinct logo — yes (high)
- “The Planning Group of the Northwest has a branded team logo distinct from Baird corporate branding” — firm_official
- Logo url — gap: not_found_after_search
- Visual brand notes — The Planning Group website uses a clean, professional navy and white palette with heritage serif typography; imagery emphasizes Alaska landscapes and family moments in wealth-management contexts. (medium)
- “Team branding features professional design with Alaskan context; website employs heritage typography and landscape photography” — firm_official