Bob Rall


Rall Capital Management


Bob Rall


Rall Capital Management


As a fiduciary financial planner, you can rest assured that I am always working in your best interest. - Bob Rall, CFP®

Bob Rall is a Cocoa, FL financial advisor and investment manager. Rall Capital Management specializes in financial planning, investment management, and retirement planning to help clients work towards their financial goals at all stages of life. Bob Rall is a fiduciary financial planner.

With a career that spans more than 25 years in the financial services industry, Bob Rall, CFP®, has a passion for helping families achieve a better return on life through comprehensive financial planning and investment management.

Bob began his career with Prudential Insurance and later joined the Dean Witter brokerage firm in Cocoa Beach, Florida. He soon realized that though he enjoyed the relationships he had developed with clients, he felt disdain for Wall Street’s culture. In 2000, he joined an independent, fee-only financial planning and investment management firm, and in 2004, he launched his own independent, fee-only firm, Rall Capital Management.

While most advisory firms focus on ultra-high-net-worth clients, Rall Capital Management caters to an underserved group, the so-called “mass affluent.” These are the families of more modest means with less room for error when planning their financial futures and managing their investment portfolios. Bob finds gratification in providing the quality financial planning and investment management services they need to achieve all that they want in life.

Bob is a CERTIFIED FINANCIAL PLANNER™ professional and member of the Financial Planning Association (FPA) and National Association of Personal Financial Advisors (NAPFA). He is a contributing writer for the Journal of Financial Planning and has served in a variety of volunteer positions with the FPA.

Away from the office, Bob and wife Gina are active members of the local running community. His passion for running has led him to serve on the board of Space Coast Runners, a nonprofit group promoting fitness through running and walking. In addition, Bob, Gina, and their adult children, Adam and Jenna, are deeply involved with Brevard County’s Special Olympics program. The relationships the family has developed through the program have become a powerful part of their lives.

Bob Rall's fiduciary obligation is governed by:

  • Certified Financial Planner (CFP)
  • National Association of Personal Financial Advisors (NAPFA)

Who We Are

Rall Capital Management is an independent, fee-only financial planning and investment management firm located in Historic Cocoa Village on Florida’s Space Coast. We work with you to address all areas of your financial life. We help you develop a long-term financial plan that is built upon your goals, and we work together with you to make sure you have all the financial pieces in place that can help you achieve all that you want in your life. We help you move forward with confidence.

About Us

First, we spend some time getting to know you and your family. We spend our first meetings together helping you to identify your short-term and long-term financial goals. What is it that you really want to achieve? Then, we begin to build your financial plan. We review all areas of your financial life, and make recommendations on your investments, insurance policies, estate plans, tax planning strategies, and any other financial issues you might have. We know that a financial plan is based on a lot of assumptions that will inevitably change over time. It is for this reason that we will meet with you regularly to review and update your plan.

How We Do It

When it comes to managing your investment portfolio, we know that we can’t control or predict the markets, so we don’t try. Instead, we focus on controlling those things that we can control:

  • We can control the risk in your portfolio by diversifying across many different asset classes. This can help protect you from the volatility of the financial markets.
  • We can control the expenses in your portfolio by using extremely low-cost, broadly diversified investment vehicles.
  • To a certain extent, we can control the tax consequences of your portfolio. We never want to let a tax consequence drive an investment decision, but they should be considered.

With your financial plan, we work to control the risk of loss to you and your family by making sure that you have the appropriate insurance coverages and estate plans in place. We also address one of the biggest risks of all: the risk that you will outlive your money. We do so by keeping the plan current and helping you to make good decisions on a variety of issues. For example, we can help you decide when to start taking your Social Security benefits and whether or not you should consider an annuity, a reverse mortgage, or long-term care insurance.

How We Work

We do all of our work for you on a fee-only basis. We do not sell any products. We do not receive commissions of any type. We only work for, and are paid only by, our clients.

We pride ourselves on the relationships we have built and maintained over the years with our clients. We work with a select group of clients and will only work with those for whom we can make a major impact.

Learn Why Fiduciary Matters When Choosing a Financial Advisor:


  • Budgeting and Debt management
  • Investment Management
  • Retirement Planning
  • Social Security and Medicare Planning
  • Tax Minimization Strategies
  • Education Planning
  • Insurance Analysis and Guidance
  • Estate Planning

Ideal Clients

  • Retirees and Near Retirees
  • Young Families
  • Entrepreneurs & Business Owners
  • Medical Professionals
  • Military
  • Sudden Money Situations

Working Together

  • In-Office Meetings
  • Virtual Meetings
  • No-Cost Initial Consultation
  • Hourly Fee
  • Monthly Retainer
  • % of Assets Under Management

Professional Designations & Affiliations

  • Certified Financial Planner (CFP)
    Bob Rall is CERTIFIED FINANCIAL PLANNER™ Professional - Click for Verification

    CFP® professionals are held to strict ethical standards to ensure financial planning recommendations are in your best interest. What’s more, a CFP® professional must acquire several years of experience related to delivering financial planning services to clients and pass the comprehensive CFP® Certification Exam before they can use the CFP® designation.

  • National Association of Personal Financial Advisors (NAPFA)
    Bob Rall is a NAPFA-Registered Financial Advisor

    The National Association of Personal Financial Advisors (NAPFA) is the country’s leading professional association of Fee-Only financial advisors—highly trained professionals who are committed to working in the best interests of those they serve.

  • Financial Planning Association
    Bob Rall is a member of The Financial Planning Association® (FPA®)

    FPA® is the largest membership organization for CFP® professionals in the U.S. and supports high standards of professional competence, ethical conduct, and clear, complete disclosure when serving clients.

Contact Bob Rall

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Office Locations:

  • 511 Delannoy Ave
    Suite 2
    Cocoa, FL 32922

Introduction to Rall Capital Management

Published on Mar 14, 2014

An introduction to our independent, fee-only, financial advisory and financial planning firm. What can we do for you?

The Trump Bump

Published on Feb 24, 2017

A brief discussion on how to handle your portfolio in light of the recent rally we've seen since the election.

It's Never Time to Time The Market

Published on Aug 17, 2016

A short discussion on why it's never a good idea to try to time the investment markets.

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