Purple Wealth is a financial planning and investment management firm based in Rapid City, South Dakota. Founded by Eric Lee, the firm helps successful individuals and families, particularly those navigating midlife and retirement, connect their financial resources with the life they want to live. Its approach begins with conversations about personal values, priorities, and goals rather than investments alone.

Purple Wealth offers investment management, financial and retirement planning, and guidance to help clients organize their finances, weigh competing priorities, and prepare for life’s uncertainties. The firm’s Better Conversations approach includes an exercise to identify key values, followed by a flexible financial plan designed around those priorities. Clients can review progress in terms of how their lives are improving, as well as financial measures.

The firm emphasizes simplifying financial decisions and recognizing the emotions involved in money choices. Purple Wealth describes its advisors as fee-only and operates independently of LPL Financial, through which securities and advisory services are offered.