Serenity Investment Advisors, d/b/a Serenity Wealth Management, is a company that was formed
in April 2020 and is a registered investment advisor with the Illinois securities regulators since
May 2020. As of January 31, 2022, the firm has exceeded the client assets under management
level to remain registered with the state and has filed an application for registration with the SEC.
The principal owner of Serenity Wealth Management is Richard D. Little, President.
Advisory Services
Serenity Wealth Management (“Serenity” or “Advisor”) principal service is providing fee-based
investment advisory services. The Advisor practices custom management of portfolios, on a
discretionary basis, according to the client’s objectives. The Advisor’s primary approach is to use
a tactical allocation strategy aimed at reducing risk and increasing performance. The Advisor may
use exchange listed securities, over-the-counter securities, foreign securities, warrants, corporate
debt securities, commercial paper, CDs, municipal securities, mutual funds, United States
government securities, and options in securities to accomplish this objective. The Advisor
measures and selects mutual funds by using various criteria, such as the fund manager’s tenure,
and/or overall career performance. The Advisor may recommend, on occasion, redistributing
investment allocations to diversify the portfolio in an effort to reduce risk and increase
performance. The Advisor may recommend specific stocks to increase sector weighting and/or
dividend potential. The Advisor may recommend employing cash positions as a possible hedge
against market movement which may adversely affect the portfolio. The Advisor 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 tolerance of client, or any risk
deemed unacceptable for the client’s risk tolerance.
Pension Consulting Services
Serenity will evaluate the existing qualified retirement plan solutions, including the plan design,
fiduciary compliance program, custodial and recordkeeping arrangements, third-party
administration services, investment policy statement and management process, employee
communication and education program, and retiree/rollover transitional consulting services.
Based on the evaluation, Serenity will make objective recommendations to the plan sponsor. Upon
approval, Serenity will implement, manage, and monitor the recommendations with the
authorization of the plan sponsor.
As part of the process, Serenity will provide an investment policy statement. Serenity will
recommend, monitor, and benchmark the selected investment platform according to the investment
policy
statement. Serenity may assist the client in completing the Investment Managers’ client
questionnaire and opening account paperwork. Serenity will also assist in the development of the
initial policy recommendations. In consideration for this service, Serenity will receive an
investment advisory fee, billed quarterly in arrears, based on the value of the plan assets on the last
day of the quarter. Third-party money managers / investment managers are hired by the client.
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Serenity is only making recommendations to the client about who should be hired. The investment
managers will have discretion as to the model portfolios / asset allocations and not the individual
participants elections or asset allocation of any participants should they elect to customize their
own portfolio. The client, prior to entering into an agreement with a third-party money manager
recommended by Serenity will be provided with that manager’s Form ADV Part 2A Brochure. In
addition, Serenity and its client will agree in writing that the client’s account will be managed by
that selected third party money manager on a discretionary basis.
Serenity will recommend and refer clients to unaffiliated money managers or investment advisors.
Through this arrangement, the client will then enter into an advisory agreement with the thirdparty
money manager or investment advisor authorizing them to assist and advise the client in
establishing investment objectives and develop an investment strategy to meet those objectives by
identifying appropriate investments and monitoring such investments.
Financial Planning
In addition to investment supervisory services, Serenity may provide Financial Planning Services
to some of its clients. The Advisor’s Financial Planning services may include recommendations
for portfolio customization based on the client’s investment objectives, goals and financial
situation, and allocation recommendations relating to investment strategies. Financial planning
may also include non-investment advice such as developing strategies to achieve retirement or
other financial goals, tax optimization strategies, cash flow and budgeting analysis and
recommendations, financing and financial education, estate planning, and asset protection
strategies.
Serenity will tailor its advisory services to its client’s individual needs based on meetings and
conversations with the client. If clients wish to impose certain restrictions on investing in certain
securities or types of securities, the Advisor will address those restrictions with the client to have
a clear understanding of the client’s requirements.
Serenity does not provide portfolio management services to wrap fee programs.
As of December 31, 2022, Serenity had the following client assets under management:
Discretionary $88,746,380
Non-Discretionary $145,976,572