At Wayfinding Financial, LLC (“Wayfinding”) we are committed to helping clients build, manage, and preserve their wealth. Our Firm
became a registered investment adviser in December 2019 and is owned by Trent O’Neal and Cathie Arthurs. Through our
investment advisor representatives (“Representatives”) we provide investment advisory services for individuals, high net worth
individuals, foundations, employer sponsored retirement plans, charitable organizations, institutions, trusts, and estates.
To help our clients achieve their financial goals we provide Investment Management Services and Financial Planning. In other
situations, we may provide Investment Management Services for clients of a brokerage firm as described below under Financial
Institution Consulting Services.
INVESTMENT MANAGEMENT SERVICES
We primarily manage advisory accounts on a discretionary basis, although we do have some existing clients who are managed on a
non-discretionary basis. For discretionary accounts, we execute the day-to-day transactions without seeking prior client consent
based on the client’s financial goals and objectives. Clients may impose restrictions on certain securities, industries, or sectors, but
must advise us of any such restrictions in writing. We primarily allocate client assets among various equities, Exchanged Traded
Funds (“ETFs”), no-load or load-waived mutual funds, or alternative investments.
In some cases when appropriate for the client, we may recommend utilization of a third-party money manager (“TPMM”). If a TPMM
is recommended and selected by the client, we will assist the TPMM by gathering client information pertaining to financial situation,
investment objectives, and reasonable restrictions to be imposed upon the management of the account. However, it is important to
know that if a TPMM is utilized by the client, we will not offer advice on any specific securities or other investments in connection
with the account(s) managed by the TPMM.
Clients may be referred to an automated investment program in a separate and unaffiliated web-based electronic algorithm asset
management program provided by Betterment LLC (“Betterment”). Betterment’s CRD # is 149117. Betterment utilizes software
algorithms that take into consideration the client’s risk tolerance, age, time frame, intended use of funds, financial objectives, and
goals, in efforts to create a portfolio that closely matches the investor’s overall risk/reward profile. Betterment may rebalance
portfolios periodically. All trading in the Robo-Managed Program is performed on a discretionary basis by Betterment.
We may also utilize fee-based annuities for clients. These annuities are not commission-based, although it is possible for clients to
move an annuity to the fee-based platform that was previously charged a commission. In all cases we will work with clients to ensure
the use or transition to a fee-based annuity is in their best interest. For employer-sponsored retirement plans with participant-
directed investments, our Firm provides its retirement advisory services (“Retirement Plan Services”) as an investment advisor as
defined under Section 3(21) of the Employee Retirement Income Security Act of 1974, as amended (“ERISA”). When serving as an
ERISA 3(21) investment advisor, the Plan Sponsor and our Firm share fiduciary responsibility. The Plan Sponsor retains ultimate
decision-making authority for the investments and may accept or reject the recommendations in accordance with the terms of a
separate ERISA 3(21) Plan Sponsor Investment Management Agreement between us and the Plan Sponsor. Under the 3(21)
agreement, we provide the following services to the Plan Sponsor: (1) Screen investments and make recommendations; (2) Monitor
the investments, suggesting replacement investments when appropriate; (3) Provide a quarterly monitoring report; (4) Assist the
plan sponsor in developing an Investment Policy Statement (“IPS”); (5) Recommend QDIA alternatives; and (6) Recommend non-
discretionary model portfolios.
We can also be engaged to provide Plan Consulting Services. Plan Consulting Services includes non-fiduciary financial education to
Plan participants, initial and ongoing enrollment/education workshops, benchmarking the Plan services, education to fiduciary
committee members, and monitoring the service provider. The scope of education provided to participants will not constitute
“investment advice” within the meaning of ERISA and participant education will relate to general principles for investing and
information about the investment options currently in the Plan.
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For all Investment Management Services, we determine the client’s objectives, time horizons, risk tolerance, and liquidity needs
through in-depth interviews, questionnaires, or general discussions. Based on client needs, we develop a client’s personal profile
and tailor an ongoing investment strategy. It is important that clients notify us immediately if circumstances have changed with
respect to their financial situation. If a non-discretionary relationship
is in place, we will make investment recommendations and
trade only with client authorization. In some situations, and in our sole discretion, we may designate an account(s) as a standalone
account (“Standalone Account”), in which a client has requested customized investment management, long-term holding, or other
instructions.
Clients can also provide us with access to accounts not at the custodian through the Pontera Order Management System (“Pontera”).
Through Pontera the Representative can access and trade a client’s 401(k), HSA, or other brokerage accounts. When a client requests
that we manage an account through Pontera it will be governed by the Advisory Agreement (“Agreement”) signed by the client.
Investments within Pontera are limited to the choices available through the custodian holding these accounts.
FINANCIAL PLANNING
Through the financial planning process, our team strives to engage our clients in conversations around the family’s goals, objectives,
priorities, vision, and legacy – both for the near term as well as for future generations. With the unique goals and circumstances of
each family in mind, our team will offer financial planning ideas and strategies to address the client’s holistic financial picture,
including estate, income tax, charitable, cash flow, wealth transfer, and family legacy objectives. Our team may partner with our
client’s other advisors (CPAs, Enrolled Agents, Estate Attorneys, Insurance Brokers, etc.) to ensure a coordinated effort of all parties
toward the client’s stated goals. Such services include various reports on specific goals and objectives or general investment and/or
planning recommendations, guidance to outside assets, and periodic updates.
All Financial Planning clients are unique and require different services that we provide such as: (1) Review and clarification of client’s
financial goals; (2) Assessment of client’s overall financial position including cash flow, balance sheet, investment strategy, risk
management, and estate planning; (3) Creation of a unique plan for each goal clients have for real estate, education, retirement or
financial independence, charitable giving, estate planning, business succession, and other personal goals; (4) Development of a goal-
oriented investment plan; (5) Design of a risk management plan including risk tolerance, risk avoidance and mitigation; and (6)
Crafting and implementation of, in conjunction with estate and/or corporate attorneys as tax advisor, an estate plan to provide for
clients and/or their heirs in the event of an incapacity or death.
The scope of services is selected by the Client depending on their circumstances and needs. Through Basic Financial Planning, Clients
receive investment advice, financial goals and objectives analysis, financial and retirement planning. If Complex Financial Planning is
required the Client will be provided career choice and transitions, wealth transfer (inheritance or giving wealth to family or charities),
family changes (marriage, re-marriage and divorce), and advice for loss of life situations. Clients may also select an option for Estate
Planning, which refers them to wealth.com, a separate and unaffiliated company from the Advisor that provides wills, trusts,
healthcare directives, power of attorneys, etc. It is important to know what these services are provided by wealth.com, a separate
and unaffiliated company from Advisor. Advisor does not provide legal advice, but merely access to wealth.com for the stated
services.
A written evaluation of each client's initial situation or Financial Plan may be provided to the client. An annual review can be provided
by the Advisor, if indicated by the client and Advisor per the Agreement. More frequent reviews occur but are not necessarily
communicated to the client unless immediate changes are recommended.
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FINANCIAL INSTITUTION CONSULTING SERVICES
Our Firm has an agreement with various agencies or firms (“Agencies”) to provide investment consulting services to certain insurance
or brokerage customers. The Agencies will pay compensation to our Firm for providing investment consulting services to its insurance
or brokerage customers. This consulting arrangement does not include assuming discretionary authority over brokerage accounts
or insurance policies, or the monitoring of securities. These consulting services offered may include a general review of client
investments holdings or policies, which may or may not result in a Representative making specific securities recommendations or
offering general investment advice.
This relationship presents a potential conflict of interest. It is up to the insurance or brokerage client to determine if they want
Wayfinding engaged for these services, and if so, must provide Wayfinding with third-party access to the investments. Our Firm will
not hold itself out to the public as engaging in brokerage activities. The Agencies and Wayfinding are separate and unrelated entities.
ASSETS
As of December 31, 2023, our Firm manages $292,402,854 on a discretionary basis.