Advisory Firm
Equity Advisors of Kentucky assists clients in the selection of mutual funds, bonds, stocks, and other
equities, balancing the investments as a total portfolio using asset allocation, which is just one part of
our concept of Comprehensive Financial Planning. We also integrate budgeting and cash flow,
retirement planning, estate planning, insurance recommendations, college funding, income tax
planning and preparation, and consultation for business operations. We try to help clients in all these
financial areas, so that they may grow their entire financial health, not just one piece of it. Our focus
is on maximizing after tax return on investment.
We are a fee-only advisory firm; we execute a written Asset Management Agreement before
beginning our work with clients. This agreement provides clients with the right to terminate services
at any time, without any penalty charges, and in many cases a refund of the current quarterly client
fee.
Equity Advisors of Kentucky Inc. (“EAK”) has been in business since 1985, started by Brian
Guilliom, CFP, EA. As of June 2023, the principal owners of the Firm are Eric Felty and Fon Rogers.
Assets under Management
As of December 31, 2023, Equity Advisors manages $94,492,184 in client assets on a non-
discretionary basis, and $21,377,208 on a discretionary basis.
Advisory Services
Our financial planning services are based on the individual needs of each client. We complete an
initial interview and data gathering questionnaire to determine the client's financial status, personal
and investment objectives, and to give the client the chance to make overall decisions of the
investment portfolio. Clients have the ability to set standing instructions with us to refrain from
investing in particular investments or types of securities, or to limit amounts of funds. We review the
entire investment portfolio on a quarterly basis with the client, and also gather any pertinent financial
information necessary to supervise the portfolio. It is, however, the client's responsibility to notify us
any time there are changes. Clients may call in at any time during normal business hours to discuss
issues or details of their account, financial situation, or investment needs. Business hours are Monday
through Friday from 8AM-5PM Eastern Standard Time.
EAK uses SEI as the primary custodian for client assets. SEI is an independent broker-dealer, not
affiliated with EAK. Clients receive written or electronic transaction confirmations and monthly
statements from SEI containing a description of
all account activities. EAK does not assist in the
preparation or delivery of these documents. The client retains rights of ownership of all securities and
funds at all times. The client may also receive statements for other assets held outside of SEI, such as
401(K) accounts, which we will include in the supervision of the investment portfolio.
All client checks written for opening accounts, deposits, or transfers must be written to SEI. Checks
cannot be written to EAK or any of its representatives under any circumstances. Furthermore, we do
not hold any client funds or securities at the firm, and cannot accept any monies from clients in any
situation.
EAK provides clients access to a client portal powered by Morningstar. The portal is utilized to store
copies of key client documents uploaded by EAK or the client. Key/Important documents typically
include EAK prepared Agendas, Financial Statements, Follow-up Letter, Asset Management
agreements, Income Tax Documents, and Investment Performance Worksheets. Client uploaded
documents often include Insurance Policies, Trust Documents, Will and Living Wills, and other
important documents.
Client Portfolio Programs
EAK provides financial planning tailored to the individual client's financial and tax status and
risk/reward objectives. The investment portfolios are assigned percentages of exposure to stock
market related securities and income driven investments. Example categories include cash, bonds,
blend, growth and aggressive investing. The financial planning we provide may be comprehensive or
segmented and is focused on investments, insurance, taxes, and/or estate plans. Our client risk
tolerance and asset allocation in categories are reviewed at least once annually.
Other Services Provided
EAK provides income tax planning and preparation services to clients. This work is separately
performed outside of the Asset Management Agreement. The work is charged on an hourly basis and
invoiced separately from financial planning fees. Accredited investors do not pay an additional fee
for tax preparation services.
EAK also provides financial planning and consulting for business owners, assisting in operations,
and creating and maintaining ESOPs, which may not involve securities investments. These services
are separate and different than personal financial planning. Business services may include tax
planning, entity organization or dissolution, budgetary planning, accounting consultation, succession
planning, and other business planning. These services are engaged with a consulting Letter of
Engagement.