A. Firm Information
NorthStar Advisory Group, LLC (“NorthStar Advisory Group” or the “Advisor”) is a registered investment advisor
with the U.S. Securities and Exchange Commission (“SEC”), which is organized as a Limited Liability Company
(“LLC”) under the laws of the Commonwealth of Pennsylvania. NorthStar Advisory Group was founded in
October 2019. Effective February 1, 2020, NorthStar Advisory Group became a wholly owned subsidiary of
MorganBlake, LLC, which is owned by Michael A. Rosen (Managing Director – Chief Investment Officer) and
Robert F. Kernan Jr. (Managing Director – Financial Planning Specialist – Chief Compliance Officer). Disclosure
Brochure provides information regarding the qualifications, business practices, and the advisory services
provided by NorthStar Advisory Group.
B. Advisory Services Offered
NorthStar Advisory Group offers investment advisory services to individuals, high net worth individuals, trusts,
estates, businesses, and retirement plans (each referred to as a “Client”).
The Advisor serves as a fiduciary to Clients, as defined under the applicable laws and regulations. As a fiduciary,
the Advisor upholds a duty of loyalty, fairness and good faith towards each Client and seeks to eliminate or
mitigate potential conflicts of interest. Our fiduciary commitment is further described in our Code of Ethics. For
more information regarding our Code of Ethics, please see Item 11 – Code of Ethics, Participation or Interest in
Client Transactions and Personal Trading.
Wealth Management Services
NorthStar Advisory Group provides comprehensive wealth management solutions for its Clients which consists of
investment management and financial planning. This is achieved through continuous personal Client contact and
interaction while providing discretionary investment management and related advisory services. NorthStar
Advisory Group works closely with each Client to identify their investment goals and objectives as well as risk
tolerance and financial situation in order to create a portfolio strategy.
Investment Management Services – NorthStar Advisory Group provides customized investment advisory
solutions for its Clients. This is achieved through continuous personal Client contact and interaction while
providing discretionary investment management and related advisory services. NorthStar Advisory Group works
closely with each Client to identify their investment goals and objectives as well as risk tolerance and financial
situation in order to create a portfolio strategy. NorthStar Advisory Group will place client assets into proprietary
models which consist of low-cost, diversified exchange-traded funds (“ETFs”) and individual stocks and bonds to
achieve the Client’s investment goals. The Advisor may also utilize mutual funds to meet the needs of its Clients,
or retain certain types of investments based on a Client’s legacy investments based on portfolio fit and/or tax
considerations.
NorthStar Advisory Group’s investment approach is primarily long-term focused, but the Advisor may buy, sell or
re-allocate positions that have been held less than one year to meet the objectives of the Client or due to market
conditions. NorthStar Advisory Group will construct, implement and monitor the portfolio to ensure it meets the
goals, objectives, circumstances, and risk tolerance agreed to by the Client. Each Client will have the opportunity
to place reasonable restrictions on the types of investments to be held in their respective portfolio, subject to
acceptance by the Advisor.
NorthStar Advisory Group evaluates and selects investments for inclusion in Client portfolios only after applying
its internal due diligence process. NorthStar Advisory Group may recommend, on occasion, redistributing
investment allocations to diversify the portfolio. NorthStar Advisory Group may recommend specific positions to
increase sector or asset class weightings. The Advisor may recommend employing cash positions as a possible
hedge against market movement. NorthStar Advisory Group may recommend selling positions for reasons that
include, but are not limited to, harvesting capital gains or losses, business or sector risk exposure to a specific
security or class of securities, overvaluation or overweighting of the position[s] in the portfolio, change in risk
https://theNorthStaradvisorygroup.com
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tolerance of the Client, generating cash to meet Client needs, or any risk deemed unacceptable for the Client’s
risk tolerance.
At no time will NorthStar Advisory Group accept or maintain custody of a Client’s funds or securities, except for
the limited authority as outlined in Item 15 - Custody. All Client assets will be managed within the designated
account[s] at the Custodian, pursuant to the terms of the advisory agreement. Please see Item 12 – Brokerage
Practices.
Retirement Accounts – When the Advisor provides investment advice to Clients regarding ERISA retirement
accounts or individual retirement accounts (“IRAs”), the Advisor is a fiduciary within the meaning of Title I of the
Employee Retirement Income Security Act (“ERISA”) and/or the Internal Revenue Code (“IRC”), as applicable,
which are laws governing retirement accounts. When deemed to be in the Client’s best interest, the Advisor will
provide investment advice to a Client regarding a distribution from an ERISA retirement account or to roll over
the assets to an IRA, or recommend a similar transaction including rollovers from one ERISA sponsored Plan to
another, one IRA to another IRA, or from one type of account to another account (e.g. commission-based
account to fee-based account). Such a recommendation creates a conflict of interest if the Advisor will earn a
new (or increase its current) advisory fee as a result of the transaction. No client is under any obligation to roll
over a retirement account to an account managed by the Advisor.
Use of Independent Managers – NorthStar Advisor Group may recommend that Clients utilize one or more
unaffiliated investment managers or investment platforms (collectively “Independent Managers”) for all or a
portion of a Client’s investment portfolio, based on the Client’s needs and objectives. In such instances, the
Client will be required to authorize and enter into an investment management agreement with an Independent
Manager that defines the terms in which the Independent Manager will provide its services. The Advisor will
perform initial and ongoing
oversight and due diligence over each Independent Manager to ensure the strategy
remains aligned with Clients investment objectives and overall best interests. The Advisor will also assist the
Client in the development of the initial policy recommendations and managing the ongoing Client relationship.
The Client, prior to entering into an agreement with an Independent Manager, will be provided with the
Independent Manager's Form ADV Part 2A - Disclosure Brochure (or a brochure that makes the appropriate
disclosures).
Pledged Asset Line® – The Advisor may introduce certain Clients to a Pledged Asset Line®, a non-purpose
revolving line of credit made available through Charles Schwab Bank, secured by eligible assets held in an account
maintained at the Custodian. (“Lending Program”). In such instances, the Client’s assets in their account[s] at the
Custodian will be utilized as collateral for a non-purpose revolving line of credit. The recommendation of a Lending
Program presents a conflict of interest as the Advisor will continue to receive investment advisory fees for managing
the collateralized assets in the Client’s account[s]. Clients are not obligated to engage the Advisor for the Lending
Program. For additional information related to the risks involved non-purpose loans and lines of credit, please see
Item 8 - Methods of Analysis, Investment Strategies and Risk of Loss.
Financial Planning and Consulting Services – NorthStar Advisory Group will typically provide a variety of financial
planning and consulting services to Clients, either as a component of wealth management services, or pursuant to
a written financial planning and consulting agreement. Services are offered in several areas of a Client’s financial
situation, depending on their goals and objectives.
Generally, such financial planning services will involve preparing a financial plan or rendering a financial
consultation for Clients based on the Client’s financial goals and objectives. This planning or consulting may
encompass one or more areas of need, including, but not limited to investment planning, retirement planning,
personal savings, education savings, insurance needs, and other areas of a Client’s financial situation.
NorthStar Advisory Group may also refer Clients to an accountant, attorney or other specialists, as appropriate
for their unique situation. For certain financial planning engagements, the Advisor will provide a written summary
of the Client’s financial situation, observations, and recommendations.
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The Advisor may provide guidance on any type of security, depending on the needs, goals, financial situation
and current positions held by a Client. The Advisor may also provide guidance on non-securities investment
products, as appropriate. Financial planning and consulting recommendations poses a conflict between the
interests of the Advisor and the interests of the Client. For example, the Advisor has an incentive to recommend
that to Clients engage the Advisor for investment management services or to increase the level of investment
assets with the Advisor, as it would increase the amount of advisory fees paid to the Advisor. Clients are not
obligated to implement any recommendations made by the Advisor or maintain an ongoing relationship with the
Advisor. If the Client elects to act on any of the recommendations made by the Advisor, the Client is under no
obligation to implement the transaction through the Advisor.
Retirement Plan Advisory Services
NorthStar Advisory Group provides retirement plan advisory services on behalf of the retirement plans (each a
“Plan”) and the company (the “Plan Sponsor”). The Advisor’s retirement plan advisory services are designed to
assist the Plan Sponsor in meeting its fiduciary obligations to the Plan and its Plan Participants. Each
engagement is customized to the needs of the Plan and Plan Sponsor. Services generally include:
• Plan Participant Enrollment and Education Tracking
• Investment Oversight Services (ERISA 3(21))
These services are provided by NorthStar Advisory Group serving in the capacity as a fiduciary under the
Employee Retirement Income Security Act of 1974, as amended (“ERISA”). In accordance with ERISA Section
408(b)(2), the Plan Sponsor is provided with a written description of NorthStar Advisory Group’s fiduciary status,
the specific services to be rendered and all direct and indirect compensation the Advisor reasonably expects
under the engagement.
Financial Institution Consulting Services
NorthStar Advisory Group provides investment consulting services to brokerage customers (herein “Brokerage
Customers”) of Mutual Securities, Inc. (herein “MSI”) who provide written consent requesting to receive the
Advisor’s consulting services, pursuant to a written agreement with NorthStar Advisory Group. Consulting
services are strictly on products Clients have purchased through Mutual Securities, Inc. Please see Item 10 –
Other Financial Industry Activities and Affiliations for additional details
C. Client Account Management
Prior to engaging NorthStar Advisory Group to provide investment advisory services, each Client is required to
enter into one or more agreements with the Advisor that define the terms, conditions, authority and
responsibilities of the Advisor and the Client. These services may include:
• Establishing an Investment Strategy – NorthStar Advisory Group, in connection with the Client, will
develop a strategy that seeks to achieve the Client’s goals and objectives.
• Asset Allocation – NorthStar Advisory Group will develop a strategic asset allocation that is targeted to
meet the investment objectives, time horizon, financial situation and tolerance of risk for each Client.
• Portfolio Construction – NorthStar Advisory Group will develop a portfolio for the Client that is intended to
meet the stated goals and objectives of the Client.
• Investment Management and Supervision – NorthStar Advisory Group will provide investment
management and ongoing oversight of the Client’s investment portfolio.
D. Wrap Fee Programs
NorthStar Advisory Group does not manage or place Client assets into a wrap fee program. Investment
management services are provided directly by NorthStar Advisory Group.
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E. Assets Under Management
As of December 31, 2023, Northstar Advisory Group manages $253,096,553 in Client assets, all of which are
managed on a discretionary basis. Clients may request more current information at any time by contacting the
Advisor.