Brooklyn Fi × Strava
You help millions of athletes
track every mile.
But when it comes to your own finances, equity, and long-term wealth, you deserve a team that's just as focused on your finish line.
CFP®
Fiduciary
CEP
Equity experts
CPA
Tax-first
You help millions of people push their limits every single day.
But when it comes to your own finances, equity, and taxes,
who's in your corner?
At Brooklyn Fi, we help Strava employees and fitness-tech professionals turn complex compensation into a clear financial strategy.
Working at Strava means your financial life sits at the intersection of fitness technology, health data, and consumer apps. You may be navigating:
RSUs and equity compensation decisions
Rapidly increasing income and the taxes that come with it
Stock concentration risk and when to diversify
Cross-border taxes or relocation complexity
Big purchases and life decisions on the horizon
Brooklyn Fi helps Strava employees turn those moving parts into a cohesive financial plan that supports your long-term goals.
Why Brooklyn Fi
We work with people whose pay is complicated.
Most advisors don't know what to do with RSUs, refresh grants, or equity concentration. We do this every day. We've seen it all.
01
We're fiduciaries, always
No commissions. No product sales. We only get paid by you, which means every recommendation is genuinely in your interest.
02
We do taxes too
Financial planning without tax planning is half a plan. CPAs and EAs on staff so your returns and your financial plan talk to each other.
03
Equity is our specialty
CEP-credentialed advisors who understand RSUs, refresh grants, NSOs, and ESPP and how each interacts with your taxes and long-term wealth.
04
We actually do it all
One team handles your investments, financial plan, insurance review, and tax return. No hand-offs. No gaps.
Strava Equity Planning
Your RSUs are income.
Let's make sure you keep more of them.
Strava's comp structure includes RSUs, refresh grants, and performance bonuses. Each vesting event is a tax event. Getting ahead of it is the difference between a good outcome and a great one.
1
Understand your full equity picture
RSUs, refresh grants, NSOs — each has different vesting schedules, tax treatment, and strategic implications. We map it all out so there are no surprises.
2
Plan for the tax hit at every vest
Your company withholds at the supplemental rate — which is often not enough. We model your actual tax exposure at each vest date and make sure you're never caught short in April.
3
Build a sell and diversify strategy
Should you sell when shares vest or hold? How much concentration is too much? We build a disciplined, tax-efficient diversification plan so you're not making emotional decisions at every vest.
4
Put the proceeds to work
Every vest is an opportunity to build real wealth. We integrate your equity proceeds into a broader financial plan — investing, home, retirement, whatever your goals are.
Equity deep dive
RSUs are income. We make sure you're not over-paying taxes on them.
When your RSUs vest, your company withholds at the supplemental federal rate. But if your actual tax rate is higher — which it often is at Strava comp levels — you could owe thousands come April.
We model your actual exposure, estimate quarterly payments if needed, and make sure there are no surprises at filing.
RSU tax planning
We calculate your true effective rate and plug the withholding gap before you have a problem.
Sell decisions and concentration risk
We build a diversification plan that balances tax efficiency with not being overexposed to one stock.
Refresh grant strategy
Strava refresh grants add to your position over time. We track upcoming vests and build your plan around each one.
Cross-border and relocation planning
Multi-state or international tax complexity handled. We coordinate across jurisdictions so nothing falls through the cracks.
Ongoing vesting calendar
We track your vest dates, estimated tax events, and help you plan around each one throughout the year.
Credentials that matter here
Equity compensation is a specialty. These are the designations that tell you we actually know what we're doing.
CFP® CEP CPA EA CPWA®
Get started
Your equity deserves
a real plan.
The best time to get your financial plan in order is before the next vest date, not after you're scrambling at tax time.
Book a free intro call →
No commitment. 30-minute call with an actual advisor.
See our fees  ·  About Brooklyn Fi
Brooklyn Fi
Brooklyn Fi is a registered investment advisor. This page is for informational purposes only and does not constitute financial, tax, or legal advice.