Archetype is an investment advisory boutique, guided by its mission to create a highly personalized client experience, whereby it fosters client relationships and undertakes a largely consultative approach to identify its client’s investment goals and objectives. Using forensic examination of cash flows, risk and assets, Archetype seeks not only to identify opportunities, but also to tailor expert solutions through the use of professional financial planning processes and algorithmic modeling. Archetype has been in business since November 2011 as a registered investment adviser, providing comprehensive financial planning, investment and wealth management services. William J. Lahr, IV, CFP® is the sole member of Lahr, LLC, which owns substantially all of Archetype. As of the date of this Brochure, the Firm had approximately $198.7 million in assets under management, all of which was managed on a discretionary basis. Prior to engaging Archetype to provide any of the foregoing investment advisory services, the client is required to enter a written agreement with Archetype setting forth the terms and conditions under which Archetype renders its services (the “Agreement”). While this brochure generally describes the business of Archetype, certain sections also describe the activities of the Firm’s Supervised Persons, which include any of Archetype’s officers, partners, directors (or other persons occupying a similar status or performing similar functions), or employees, or any other person who provides investment advice on Archetype’s behalf and is subject to Archetype’s supervision or control. Financial Planning & Consulting Services General Planning Services Archetype provides clients with a broad range of comprehensive financial planning services, which may include a variety of in-depth tax and non-investment related matters. At Archetype, the central tenant to the Firm’s planning services is the process, rather than the product. In performing its planning and consulting services, Archetype is not required to verify any information received from the client or from the client’s other professionals (e.g., attorney, accountant, etc.) and is expressly authorized to rely on such information. Archetype may recommend the services of itself, and/or other professionals to implement its recommendations. Clients are advised that a conflict of interest exists if Archetype recommends its own services. The client is under no obligation to act upon any of the recommendations made by Archetype under such an engagement or to engage the services of any such recommended professional, including Archetype itself. The client retains absolute discretion over all such implementation decisions and is free to accept or reject any of Archetype’s recommendations. Clients are advised that it remains their responsibility to promptly notify Archetype if there is ever any change in their financial situation or investment objectives for the purpose of reviewing, evaluating, or revising Archetype’s previous recommendations and/or services. In conjunction with its financial planning services, Archetype manages all or a portion of its clients’ assets on a discretionary basis, as part of its wealth management program. Yacht Advisory Planning Consulting Archetype provides consultative services to prospective yacht owners designed to educate them about various aspects related to the business and investment of yacht ownership, such as cash flow analysis, tax strategies, financing facilities, risk

measurement, succession and exit planning, marketing, management, financial oversight, insurance, and general business coaching. These services are not investment advisory related; however, they are still offered through Archetype. Investment Management Services Archetype provides investment management services on a discretionary basis in separately managed account format. Archetype primarily allocates clients’ investment management assets amongst relatively low-cost exchange-traded funds (“ETFs”) in accordance with the investment objectives of the client. Archetype may also provide advice and/or manage other types of securities held in clients' portfolios, such as restricted or concentrated stock positions, legacy holdings, private investments, etc. As a convenience to clients, Archetype may also render non-discretionary investment advisory services to clients relative to variable life/annuity products that they may own, their individual employer-sponsored retirement plans, and/or 529 plans or other products that may not be held by the client’s primary custodian. In so doing, Archetype either directs or recommends the allocation of client assets among the various investment options that are available with the product. Client assets are maintained at the specific insurance company or custodian designated by the product’s sponsor. Archetype tailors its advisory services to the individual needs of its clients and ensures that each investment is suitable in light of their specific profile. Clients may impose reasonable mandates or restrictions on the management of their accounts if, in the Firm’s sole discretion, such conditions would not adversely impact, or provide overly burdensome to, Archetype’s portfolio strategy. For comprehensive wealth management clients, in order to keep apprised of any developments to its clients’ financial situations, Archetype strives to mandate that each client’s financial plan is revisited on at least an annual basis, as further discussed in Item 13. Archetype employs this policy as part a concerted effort to ensure the viability of every financial plan, and corresponding investment strategy, on an ongoing basis. Clients are advised to promptly notify Archetype if there are changes in their financial situation or investment objectives or if they wish to impose any reasonable restrictions upon Archetype’s management services. Clients may impose reasonable restrictions on the management of their account if, in Archetype’s sole discretion, it determines that such restrictions would not materially impact the performance of a portfolio strategy or prove overly burdensome to its management efforts. Sponsor of Wrap Fee Program Archetype is the sponsor of the Archetype Wealth Management Program (the “Program”), a wrap fee program. In the event the client participates in the Program, Archetype provides advisory services and arranges for brokerage transactions under a single annualized fee, which is paid directly to Archetype. Participants in the Program may pay a higher aggregate fee than if investment management and brokerage services are purchased separately. A complete description of the Program’s terms and conditions (including fees) are contained in the Wrap Fee Program Brochure, which appears as Part 2A Appendix 1 of Archetype’s Form ADV (the “Wrap Brochure”). Archetype renders substantially all of its investment management services on a wrap fee basis. Such clients are furnished with the Firm’s Wrap Brochure prior to or concurrent with their engagement with Archetype.