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A. Harmony Asset Management LLC
Harmony Asset Management LLC (“HarmonyAM” and/or “the firm”) is an Arizona limited liability
company solely owned and managed by Alan Rosenfield. HarmonyAM has been providing
investment management services since 2001.
B. Advisory Services Offered
Discretionary Asset Management Services
HarmonyAM provides portfolio management services. The firm only manages discretionary
accounts and focuses on investors seeking long-term growth and/or income. The firm does not
focus on or manage accounts seeking short-term trading-oriented investment strategies. For its
discretionary asset management services, HarmonyAM receives a limited power of attorney to
effect securities transactions on behalf of its clients that include securities and strategies
described in Item 8 of this brochure.
For a new account, portfolio and account managers learn about the client’s financial condition,
investment goals and risk parameters. From this information, a portfolio strategy is developed,
and on approval from the client, executed. Within these guidelines, we accept various client-
imposed restrictions, but the Managing Director must approve them in advance before the
account will be accepted. We may also retain independent third-party investment managers to
manage all or a portion of the client’s portfolio.
We contact clients throughout the year and encourage investors to update us whenever there
are any changes in their financial condition or any changes in their investment objectives. All
accounts are managed with client objectives in mind. Clients are obligated to provide the firm
with any reasonable investment restrictions that should be imposed on the management of their
portfolio, and should promptly notify the firm in writing of any changes in such restrictions or in
the client's personal financial circumstances, investment objectives, goals and tolerance for risk.
HarmonyAM will remind clients of their obligation to inform the firm of any such changes or any
restrictions that should be imposed on the management of the client’s account. HarmonyAM
will also contact clients at least annually to determine whether there have been any changes in a
client's personal financial circumstances, investment objectives and tolerance for risk.
Financial Planning Services
HarmonyAM provides guidance and assistance in planning for long and short terms goals,
evaluation of current portfolios, and assistance in reviewing, together with professionals selected
by the client who specialize in insurance, estate, and tax plans. HarmonyAM will review and
assist with the analysis and evaluation of the insurance, tax, and/or estate plans prepared by
client’s accounting, tax, and insurance professionals. A report is provided that discusses the
client’s goals and based on the assumptions used for a variety of long-term situations, provides
a guideline
about the client’s long-term financial health.
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Financial planning may include any of the following items:
Income tax management Higher education funding
Retirement planning Employee benefits planning
Employee benefits planning Estate planning
Cash flow planning Financial planning for business(es)
Risk management, including insurance
evaluation
Meeting with client’s experts (e.g.,
insurance, tax, estate planning)
Investment planning, including portfolio
evaluation and asset allocation planning
New financial planning clients, after signing a contract, will meet with a planner multiple times
to discuss their financial condition, goals, and risk parameters. There are three phases to our
financial planning program.
Phase 1: Data Collection – Financial information and other relevant information is
gathered from the client and reviewed by the planner.
Phase 2: Strategy Development – Planner develops a written report which discusses the
above-mentioned parameters and runs multiple investment scenarios to predict
potential outcomes.
Phase 3: Follow-Up – Client implements our strategies/recommendations (along with
their experts as applicable). HarmonyAM will be available to answer questions and
provide guidance. The client may implement their plan with the advisor of their
choosing. If the client chooses to implement their financial plan through HarmonyAM, a
separate written agreement is required to be executed prior to implementation of such
plan.
Clients will provide us with information regarding their financial circumstances and objectives as
we may request from time to time, including income statement, balance sheet, and cash flow
statements (or their equivalents), and any other relevant information requested to complete a
review of their financial condition. We will base the client’s investment analysis, decisions, and
recommendations on the financial information provided. Clients are obligated to keep us
informed of any material changes in their financial information and financial circumstances,
including, but not limited to, changes or loss in employment, assets, liabilities, net worth, cash
flow, family health, or marital status.
C. Client-Tailored Services and Client-Imposed Restrictions
Each client’s account will be managed on the basis of the client’s financial situation and
investment objectives and in accordance with any reasonable restrictions imposed by the client
on the management of the account—for example, restricting the type or amount of security to
be purchased in the portfolio.
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D. Wrap Fee Programs
HarmonyAM does not participate in wrap fee programs.
E. Client Assets Under Management
As of December 31, 2023, HarmonyAM managed $356,174,080 in discretionary assets under
management, and $15,490,787 of assets under advisement.
Item 5: Fees and Compensation