• Firm: Rall Capital Management
  • Job Title: Principal
  • Certifications: CFP®


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.

Areas of Expertise:

  • Budgeting and debt management
  • Investment management
  • Retirement planning
  • Social Security and Medicare planning
  • Tax minimization strategies
  • Education planning
  • Insurance analysis and guidance
  • Estate planning


Bob received his BS in Communications from Ohio University and his Certified Financial Planner (R) designation from the College for Financial Planning.

Quote from Bob Rall

“While your return on investment is important, we believe it's more important to get a better 'Return on Life.'"