Description of Advisory Firm
Sincerus Advisory, LLC (“SA”) is an SEC-registered investment adviser. We were founded in March of
2019. Daniel Ryan is the principal owner of SA.
We have five Core Values that define how we serve our clients and the culture of our Firm.
1. Integrity – Sincerus is the Latin root of sincere, meaning pure and genuine. In keeping with our
namesake, we are committed to maintaining the highest moral and ethical standards in the guidance
that we provide for our clients.
2. Excellence – We believe that excellence is paramount, both in our service and in our business.
Providing an unmatched client experience is the key to our success.
3. Independence – In keeping with our fiduciary responsibility, we believe it is of utmost importance to
offer independent and conflict-free advice in all matters.
4. Fairness – In all client and employee matters, our aim is to treat all parties fairly, while also striving to
achieve an optimal result for our clients.
5. Lifelong Learning – Similar to many of our clients, we have a passion for learning and bettering
ourselves through knowledge.
Types of Advisory Services
Investment Management Services
We are in the business of managing individually tailored investment portfolios. Our firm provides continuous
advice to a client regarding the investment of client funds based on the individual needs of the client.
Through personal discussions in which goals and objectives based on a client's particular circumstances are
established, we develop a client's personal investment policy or an investment plan with an asset allocation
target and create and manage a portfolio based on that policy and allocation targets. We may also review
and discuss a client’s prior investment history, as well as family composition and background.
In a standard arrangement, SA has discretionary authority and manages assets on a discretionary basis.
This means it has the authority to decide which securities to purchase and sell for the client and the
authority to decide which investment advisers to retain on behalf of the client. In certain circumstances, the
client can elect to have non-discretionary investment management, where SA only provides
recommendations to the client for their implementation. This arrangement is clearly noted in the advisory
agreement.
Account supervision is guided by the stated objectives of the client (e.g., maximum capital appreciation,
growth, income, or growth and income), as well as tax considerations. Clients may impose reasonable
restrictions on investing in certain securities, types of securities, or industry sectors. Fees pertaining to this
service are outlined in Item 5 of this brochure.
Financial Planning
We provide financial planning services on topics such as retirement planning, risk management, college
savings, cash flow, debt management, work benefits, and estate and incapacity planning.
Financial planning is a comprehensive evaluation of a client's current and future financial state by using
currently known variables to predict future cash flows, asset values, and withdrawal plans. The key defining
aspect of financial planning is that through the financial planning process, all questions, information, and
analyses will be considered as they affect and are affected by the entire financial and life situation of the
client. Clients purchasing this service will receive a written or an electronic report, providing the client with a
detailed financial plan designed to achieve his or her stated financial goals and objectives.
In general, the financial plan will address any or all the following areas of concern. The client and advisor
will work together to select the specific areas to cover. These areas may include, but are not limited to, the
following:
● Business Planning: We provide consulting services for clients who currently operate their own
business, are considering starting a business, or are planning for an exit from their current business.
Under this type of engagement, we work with you to assess your current situation, identify your
objectives, and develop a plan aimed at achieving your goals.
● Cash Flow and Debt Management: We will conduct a review of your income and expenses to
determine your current surplus or deficit along with advice on prioritizing how any surplus should be
used or how to reduce expenses if they exceed your income. Advice may also be provided on which
debts to pay off first based on factors such as the interest rate of the debt and any income tax
ramifications. We may also recommend what we believe to be an appropriate cash reserve that
should be considered for emergencies and other financial goals, along with a review of accounts
(such as money market funds) for such reserves, plus strategies to save desired amounts.
● College Savings: Includes projecting the amount that will be needed to achieve college or other post-
secondary education funding goals, along with advice on ways for you to save the desired amount.
Recommendations as to savings strategies are included, and, if needed, we will review your financial
picture as it relates to eligibility for financial aid or the best way to contribute to grandchildren (if
appropriate).
● Employee Benefits Optimization: We will provide review and analysis as to whether you, as an
employee, are taking the maximum advantage possible of your employee benefits. If you are a
business owner, we will consider and/or recommend the various benefit programs that can be
structured to meet both business and personal retirement goals.
● Estate Planning: This usually includes an analysis of your exposure to estate taxes and your
current estate plan, which may include whether you have a will, powers of attorney, trusts, and
other related documents. Our advice also typically includes ways for you to minimize or avoid
future estate taxes by implementing appropriate estate planning strategies such as the use of
applicable trusts. We always recommend that you consult with a qualified attorney when you
initiate, update, or complete estate planning activities. We may provide you with contact
information for attorneys who specialize in estate planning when you wish to hire an attorney
for such purposes. From time-to-time, we will participate in meetings
or phone calls between
you and your attorney with your approval or request.
● Financial Goals: We will help clients identify financial goals and develop a plan to reach them.
We will identify what you plan to accomplish, what resources you will need to make it happen,
how much time you will need to reach the goal, and how much you should budget for your goal.
● Insurance: Review of existing policies to ensure proper coverage for life, health, disability, long-
term care, liability, home, and automobile.
● Investment Analysis: This may involve developing an asset allocation strategy to meet clients’
financial goals and risk tolerance, providing information on investment vehicles and strategies,
reviewing employee stock options, as well as assisting you in establishing your own investment
account at a selected broker/dealer or custodian. The strategies and types of investments we may
recommend are further discussed in Item 8 of this brochure.
● Retirement Planning: Our retirement planning services typically include projections of your
likelihood of achieving your financial goals, typically focusing on financial independence as the
primary objective. For situations where projections show less than the desired results, we may
make recommendations, including those that may impact the original projections by adjusting
certain variables (e.g., working longer, saving more, spending less, taking more risk with
investments).
If you are near retirement or already retired, advice may be given on appropriate distribution
strategies to minimize the likelihood of running out of money or having to adversely alter spending
during your retirement years.
● Risk Management: A risk management review includes an analysis of your exposure to major risks
that could have a significant adverse impact on your financial picture, such as premature death,
disability, property and casualty losses, or the need for long-term care planning. Advice may be
provided on ways to minimize such risks and about weighing the costs of purchasing insurance
versus the benefits of doing so and, likewise, the potential cost of not purchasing insurance (“self-
insuring”).
● Tax Planning Strategies: Advice may include ways to minimize current and future income taxes
as a part of your overall financial planning picture. For example, we may make recommendations
on which type of account(s) or specific investments should be owned based in part on their “tax
efficiency,” with consideration that there is always a possibility of future changes to federal, state
or local tax laws and rates that may impact your situation.
We recommend that you consult with a qualified tax professional before initiating any tax planning
strategy, and we may provide you with contact information for accountants or attorneys who
specialize in this area if you wish to hire someone for such purposes. We will participate in
meetings or phone calls between you and your tax professional with your approval.
Comprehensive Financial Planning
This service involves working one-on-one with a planner over an extended period. By paying a fixed
monthly or quarterly fee, clients get to work with a planner who will work with them to develop and
implement their plan. The planner will monitor the plan, recommend any changes, and ensure the plan is up
to date.
Upon designing a comprehensive plan, a client will be taken through establishing their goals and values
around money. They will be required to provide information to help complete the following areas of analysis:
net worth, cash flow, insurance, credit scores/reports, employee benefit, retirement planning, insurance,
investments, college planning and estate planning. Once the client's information is reviewed, their plan will
be built and analyzed, and then the findings, analysis and potential changes to their current situation will be
reviewed with the client. Clients subscribing to this service will receive a written or an electronic report,
providing the client with a detailed financial plan designed to achieve his or her stated financial goals and
objectives. If a follow-up meeting is required, we will meet at the client's convenience. The plan and the
client's financial situation and goals will be monitored throughout the year and follow-up phone calls and
emails will be made to the client to confirm that any agreed upon action steps have been carried out. On an
annual basis, there will be a full review of this plan to ensure its accuracy and ongoing appropriateness. Any
needed updates will be implemented at that time.
Use of Third-Party Managers or Sub-Advisors
In some situations, we offer the use of Third-Party Managers or Sub-Advisors (“Outside Managers”)
for portfolio management services. We assist clients in selecting an appropriate allocation model,
completing the Outside Manager’s investor profile questionnaire, interacting with the Outside
Manager and reviewing the Outside Manager. Additionally, we will meet with the client on a periodic
basis to discuss changes in their personal or financial situation, suitability, and any new or revised restrictions to
be applied to the account. Fees pertaining to this service are outlined in Item 5 of this brochure.
Client Tailored Services and Client Imposed Restrictions
We offer the same suite of services to all our clients. However, specific client financial plans and their
implementation are dependent upon the client Investment Policy Statement which outlines each client’s
current situation (income, tax levels, and risk tolerance levels) and is used to construct a client specific plan
to aid in the selection of a portfolio that matches restrictions, needs, and targets.
Wrap Fee Programs
We do not participate in wrap fee programs.
For clients who receive our Financial Planning services, we must state when a conflict exists between the
interests of our firm and the interests of our client. The client is under no obligation to act upon our
recommendation. If the client elects to act on any of the recommendations, the client is under no obligation to
effect the transaction through our firm.
Assets Under Management
As of October 1, 2023, SA reported approximately $116,418,474 discretionary and $13,862,751 non-discretionary
assets under management.