trueNorth Wealth Advisors is referred to in this document as “trueNorth”, “us”, “we”, or “our” and current
and prospective clients of trueNorth are referred to as “you”, “client”, or “your”. trueNorth was founded in
2001 and registered as an investment advisor in 2002. Our goal is to be your financial partner, and to
help you align your financial decisions and resources with your values and the life goals that are most im-
portant to you—your personal trueNorth.
We are owned by our three principals, Karen O’Brien, Joe Hebert and Brooke Trinh. A description of their
education and business background is provided in ADV Part 2B. Prospective clients can schedule an
initial introductory meeting that is free of charge to determine if services provided by trueNorth is appropri-
ate for them.
Wealth Advisory Services
Wealth Advisory Services (“WAS”) includes Financial Planning and Investment Management. Clients
who engage trueNorth for WAS sign a Wealth Advisory Services Agreement to establish the nature of the
relationship, fees to be charged and a description of the services that will be performed.
Financial Planning: WAS includes developing an initial Financial Plan in the first year and ongoing finan-
cial planning support in subsequent years. Assistance with financial plan implementation and on-going
telephone, e-mail, and meeting support for any financial planning related issue that arises between regu-
larly scheduled meetings is available upon request.
The initial Financial Plan typically includes retirement planning, investment planning, tax planning, insur-
ance planning, estate planning, and if needed, education planning. Depending on individual circumstanc-
es, the plans provided for some of our clients may not address all potential aspects of financial planning.
Clients may be provided a written plan that may include a personal balance sheet and certain projections.
Any reports, financial statement projections, and analyses are intended exclusively for your use in devel-
oping and implementing your financial plan. In view of this limited purpose, the statements should not be
considered complete financial statements. trueNorth will not audit, review, or compile financial statements
and will not express an opinion or other form of assurance on them, including the reasonableness of as-
sumptions and other data on which any prospective financial statements are based. It is likely that there
will be material differences between projected and actual results because events vary, and circumstances
frequently do not occur as expected.
Our analyses will be highly dependent on certain economic assumptions about the future. Therefore, you
should establish familiarity with historical data regarding key assumptions such as inflation and invest-
ment rates of return, as well as an understanding of how significantly these assumptions affect the results
of our analyses. We may counsel you as to the consistency of your assumptions with relevant historical
data, but we will not express any assurance as to the accuracy or reasonableness of your specific data
and assumptions. You are ultimately responsible for the assumptions and personal data upon which our
procedures and projections are based. The financial plan assumptions and reports are primarily a tool to
alert you to certain possibilities. The reports are not intended to nor do they provide any guarantee about
future events including your investment returns. The implementation of the plan is solely your responsibil-
ity.
Periodic reviews are also offered to provide reminders of the specific courses of action that need to be
taken. More frequent reviews occur but are not necessarily communicated to the client unless immediate
changes are recommended.
Investment Management : Through our Investment Management our investment adviser representatives
(“Representatives”) we provide discretionary asset management services on a continuous and ongoing
basis guided by the individual needs of our clients. The investment advice provided to you is tailored to
your individual situation. This is why it is important for you to keep us informed of any changes in your
investment goals, time horizon, financial situation (such as inheritance, loss of job, family member loss of
life, etc.) and risk tolerance, as we utilize this information to manage your investments. You may impose
restrictions on investing in certain securities or types of securities by utilizing the Special Instructions sec-
tion of the agreement you sign with trueNorth or in other forms of writing to us.
In most cases, Investment Management will include developing an Investment Policy Statement to estab-
lish guidelines for managing your assets (“Assets). Asset allocation, risk tolerance, time horizons and tax
considerations are identified in the Investment Policy Statement. Investment Management is generally
not provided to all your holdings or net worth but rather only to
Assets specifically accessible to us
through the custodian you select.
Investment Advisory Services
Investment Advisory Services (“IAS”) provides clients the Investment Management described above and
Hourly Planning for specific, situational and tactical financial planning. Clients can engage trueNorth by
signing an Investment Advisory Services Agreement which outlines the fees to be charged on the Assets
for Investment Management and the hourly charge for any Hourly Planning requested by the Client.
Hourly Planning: As noted above, Clients who have engaged trueNorth for IAS are able to request Hourly
Planning for help on specific retirement planning, objective and goal analysis, wealth transfer and assis-
tance and generalized financial advice. Clients should know that Hourly Planning is performed only at the
request of the Client and does not cover the scope of planning provided to WAS clients. If Clients do not
request Hourly Planning the services under Investment Advisory Services is limited to Investment Man-
agement.
Other Information
As a courtesy, trueNorth allows clients to hold non-managed accounts with trueNorth Wealth Advisors.
Management of assets in courtesy non-managed accounts is the sole responsibility of the client. Our ser-
vices are provided on a fee-only basis. We don’t sell annuities, insurance, stocks, bonds, mutual funds,
limited partnerships on a commission basis. We are not affiliated with entities that sell financial products
or securities. Other professionals (e.g., lawyers, accountants, insurance agents, etc.) are engaged direct-
ly by you on an as-needed basis. Fees charged by any other professionals you engage are separate from
and in addition to our fee. Conflicts of interest will be disclosed to the client in the unlikely event they
should occur.
We consider many different types of securities when formulating the investment advice we give. If you
come to us with existing investments, we evaluate them with respect to your financial goals, risk toler-
ance, and investment time horizon. Depending upon your situation, your Assets managed by us may
contain equities (stocks), corporate debt securities, commercial paper, certificates of deposit, municipal
securities, mutual funds shares, exchange traded funds (ETFs), U.S. government securities or other in-
vestments available through the custodian.
Advice on Matters Not Involving Securities: trueNorth may from time to time provide advice on topics not
involving securities. This advice may relate to insurance or risk management. The fees for this advice
may be included under either the Wealth Advisory Services or Investment Advisory Services. Not all cli-
ents receive this type of advice.
Institutional Investment Platform (IIP®)
In some cases, we may recommend utilization of an online, automated program called Institutional Invest-
ment Program (“IIP®”). Through IIP® clients are invested in a range of investment strategies we have
constructed and manage, each consisting of a portfolio of exchange-traded funds and mutual funds
(“Funds”) and a cash allocation. The client may instruct us to exclude up to three Funds from their portfo-
lio. IIP® is offered by Schwab Performance Technologies (“SPT”), a software provider to independent
investment advisors and an affiliate of Charles Schwab & Co.(“Schwab”). We are not affiliated with or
sponsored by Schwab or SPT. IIP® provides us a technology platform for trading and account manage-
ment, including an online questionnaire that assists clients in determining their investment objectives and
risk tolerance. Utilization of IIP® may produce a conflict of interest because it automates the trading pro-
cess for us. However, we will only recommend IIP® when appropriate and it is up to the client to deter-
mine if IIP® is fitting for their financial circumstances.
Third-Party Money Managers
In some cases, and when appropriate for the client, we may recommend utilization of a third-party money
manager (“Investment Manager”) through Schwab Marketplace, Managed Account Select, or Managed
Account Access (“Program”) available for accounts held at Charles Schwab & Co. (“Schwab”). If a Pro-
gram is recommended and selected by the client, we will assist in gathering client information pertaining
to the client’s financial situation, investment objectives, and reasonable restrictions to be imposed upon
the management of the account. But it is important to know that if the Program is utilized by the client, we
will not offer advice on any specific securities or other investments in connection with the account(s) man-
aged within the Program. For clients who select the Marketplace Program, the terms and conditions of
that relationship will be governed by a separate agreement.
Assets Under Management
As of December 31, 2023, trueNorth managed $ 233,073,809 in assets on a discretionary basis.