Description of Services and Fees
Lloyd Advisory Services, LLC, doing business as The Lloyd Advisory Group, ("LG”) is a registered
investment adviser based in Suwanee, Georgia. We are organized as a limited liability company under the
laws of the State of Georgia. We have been providing investment advisory services since 2009. Lloyd
Advisory Services, LLC, is wholly owned by The Lloyd Advisory Group, LLC which is majority owned by
Mark Lloyd. Currently, we offer investment advisory services which are personalized to each individual
client.
The following paragraphs describe our services and fees. Please refer to the description of each investment
advisory service listed below for information on how we tailor our advisory services to your individual needs.
As used in this Brochure, the words "we", "our" and "us" refer to Lloyd Advisory Group and the words "you",
"your" and "client" refer to you as either a client or prospective client of our firm. Also, you may see the term
Associated Person or Investment Adviser Representative throughout this Brochure. As used in this
Brochure, our Associated Persons or Investment Adviser Representatives are our firm's officers,
employees, and all individuals providing investment advice on behalf of our firm.
Asset Management Services
We offer discretionary asset management services. Our investment advice is tailored to meet our clients'
needs and investment objectives. If you retain our firm for asset management services, we will meet with
you to determine your investment objectives, risk tolerance, and other relevant information at the beginning
of our advisory relationship. We will use the information we gather to develop a strategy that enables our
firm to give you continuous and focused investment advice. We may also consult with you about options
available to you in your pension plan. As part of our asset management services, we will customize an
investment portfolio for you according to your risk tolerance and investing objectives. We may also invest
your assets according to one or more model portfolios developed by an unaffiliated investment adviser firm.
Once we select a model portfolio, we will monitor your portfolio's performance on an ongoing basis, and
will rebalance the portfolio as required by changes in market conditions and in your financial circumstances.
If you participate in our discretionary asset management services, we require you to grant our firm
discretionary authority to manage your account. Discretionary authorization will allow us to determine the
specific securities, and the amount of securities, to be purchased or sold for your account and the
commissions to be paid to brokerage firms without your approval prior to each transaction.
Discretionary authority is typically granted by the Investment Advisory Agreement you sign with our firm
and the appropriate trading authorization forms. You may limit our discretionary authority (for example,
limiting the types of securities that can be purchased or sold for your account) by providing our firm with
your restrictions and guidelines in writing.
As part of our investment advisory services, we may use one or more third-party money manager(s) to
manage a portion of your account on a discretionary basis. Our firm may utilize the services of various
third-party money managers for the management of client accounts, allocating client assets among such
managers as appropriate. In such cases, the third-party money managers will be responsible for
continuously monitoring client accounts and making trades in client accounts when necessary. While the
chosen third-party money manager(s) will provide advice on specific securities and/or other investments in
connection with this service, our firm has discretionary authority to hire and fire such managers and
reallocate assets among them as deemed appropriate. We will assist you with identifying your risk tolerance
and investment objectives, and, in turn, retain third-party money managers in relation to your stated
investment objectives and risk tolerance. As a result, we allocate a portion of the total fee charged and
collected from you to the
third-party money managers, if utilized, as compensation for their direct
management of your account.
We have a sub-advisory relationship with AE Wealth Management, LLC ("AEWM") to provide investment
advisory services to clients. This arrangement allows us to access model portfolios, model managers,
strategists, third-party money manager(s), and trading services through AEWM's managed account
program. As part of the AEWM program, you will give us and AEWM discretion to select third party, non-
affiliated investment managers ("Model Managers") to design and manage model portfolios for your assets.
If we offer you services through AEWM, we will provide you with a copy of AEWM's disclosure brochure
which contains a detailed description of AEWM's services. We will regularly monitor the performance of
your accounts managed by AEWM or other third-party money manager(s) and may hire and fire any third-
party money manager(s) without your prior approval. AEWM has contracted with an unaffiliated service
provider to calculate the fee and instruct the qualified custodian(s) to deduct the fee and pay AEWM and
our firm in accordance with your agreement. However, you will not pay anything over and above our firm’s
advisory fee in order to receive the third party money manager’s services.
Wrap Fee Programs
A wrap fee program is a program under which the client pays a single fee that covers both receipt of
investment advice and the execution of securities transactions. We serve as portfolio manager to wrap fee
programs sponsored by AEWM, which is also available to our clients. In the AEWM program, the advisory
fee paid by the client includes custody, trades, management expertise and reporting in a bundled format. A
client's total cost of each of the services provided through wrap fee programs could be different if purchased
separately. Cost factors may include the client's ability to:
1. Obtain the services provided within the programs separately from any of the mutual fund sponsors,
2. Invest and rebalance the selected mutual funds without the payment of a transaction charge, and
3. Obtain performance reporting comparable to those provided within each program.
When comparing costs, the combination of multiple mutual fund investments, advisory services, custodial
and brokerage services available through each program may not be available separately. Clients may be
required to have multiple accounts, sign numerous documents and incur various fees. If an account is not
actively traded or the client qualifies for reduced sales charges, the fees in these programs may be more
expensive than if utilized separately.
We believe the charges and fees offered within each fee-based program are competitive and reasonable
when compared to alternative programs available through other firms and/or investment sources. However,
we make no guarantee that the aggregate cost of a particular program is lower than that which may be
available elsewhere.
If you participate in a third-party wrap program, it will be on a discretionary basis. The strategies
implemented are based on clients' individual investment objectives. If you participate in a wrap fee program,
we will provide you with a separate Wrap Fee Program Brochure from AEWM explaining the program and
costs associated with the program.
Types of Investments
We primarily offer advice on equity securities, corporate debt securities, certificates of deposit, municipal
securities, mutual funds, US Government securities, and interest in partnerships investing in real estate.
Additionally, we may advise you on any type of investment that we deem appropriate based on your stated
goals and objectives. We may also provide advice on any type of investment held in your portfolio at the
inception of our advisory relationship.
You may request that we refrain from investing in particular securities or certain types of securities. You
must provide these restrictions to our firm in writing.
Assets Under Management
As of December 31, 2023, we manage $ 299,676,117 in client assets on a discretionary basis. We do not
manage client assets on a non-discretionary basis.