Firm Description
U.S. Cherry LLC (hereinafter referred to as “U.S. Cherry” or the “Company”) is an automated investment
adviser (Robo-Advisor) registered with the state of Florida and currently applying for registration with the
SEC as an internet based adviser. U.S. Cherry provides clients with software-based investment advisory and
portfolio management services exclusively through U.S. Cherry’s platform. The platform consists of an
interactive websit
e https://uscherry.com and a mobile application
https://play.google.com/store/apps/details?id=com.uscherry.app. Software-based financial planning tools and
services are licensed and provided by Onefigma LLC via custom-made software exclusively for U.S. Cherry;
OneFigma is a premier provider of business-to-business (B2B) custom-made software solutions for financial
advisors and banking institutions, adhering to industry standards and regulations. U.S. Cherry has proprietary
systems, algorithms, economic input, and trade secrets that integrate with OneFigma to provide the service.
Principal Owners
U.S. Cherry, is a wholly owned subsidiary of U.S. Cherry Inc. which is 96% owned by U.S.C Holdings LLC.
U.S.C Holdings is wholly owned subsidiary of Unity Valley LLC (hereinafter referred to as "UV"). Nicolas
Reyes Trujillo is the sole owner of UV. By virtue of this majority stake, Mr. Reyes Trujillo exercises
considerable influence over the affairs and strategic decisions pertaining to UV, U.S.C Holdings LLC, and
indirectly, U.S. Cherry.
Products & Services
U.S. Cherry utilizes software via algorithms to generate recommended portfolios, conduct its trading to invest
Client deposits, fund Client withdrawals, perform rebalancing to maintain target portfolio allocations. U.S.
Cherry provides wealth management solutions to individuals, high net worth individuals, ultra-high-net-
worth individuals, and corporate clients. U.S. Cherry creates an investment plan and manages a Client’s
taxable portfolio by identifying: finding the ideal mix of asset classes based on the Client’s specific risk
tolerance provided by a risk questionnaire. Clients may also choose to customize our recommendations and
adjust our recommended investment allocations by changing, increasing or decreasing the risk profile by
taking the questionnaire again. U.S. Cherry reserves the right to limit Client allocations to certain investments
or groups of investments.
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U.S. Cherry offers both discretionary asset-management and non-discretionary investment advisory services.
A discretionary account is one in which a U.S. Cherry makes trades, buying or selling securities, in an
investor's account with his prior approval based on the risk profile the client accepted. A non-discretionary
account is one in which the clients decide on what trades to make. U.S. Cherry executes purchases and sales
of securities for these accounts either through broker-dealer firms, Additional detail about each of the client
types for which U.S. Cherry provides advisory services is provided in Item 7 and about U.S. Cherry’s
brokerage practices is provided in Item 12.
U.S. Cherry offers three type of accounts:
1. Automated Investing Accounts (Investment Portfolio)
2. Cash and Cash Equivalents Account / Cash Yield Account
3. Stock Investing Accounts / Self Directed
U.S. Cherry’s investment mission is to provide professional and result-oriented investment advisory services
that assist individuals and corporate organizations to effectively invest their capital through a Robo-advisor
approach.
U.S. Cherry offers a cash and cash equivalents account to Clients (the “U.S. Cherry Cash and Cash
Equivalents Account”), where U.S. Cherry conveys cash account funds to U.S. Treasury bonds that mature
in less than 1 year, not limited to custodial cash sweep programs or via directly investing in Short term
Treasury ETF’s. Neither U.S. Cherry nor its affiliates are a bank. The cash balance in a Client’s U.S. Cherry
“U.S. Cherry Cash equivalents Account” may be swept to one or more partner banks, where it earns a variable
rate of interest. FDIC insurance is not provided, and interest is not earned, until the funds arrive at the partner
banks or are invested in the ETFs. We encourage visiting our website www.uscherry.com for additional
information.
U.S. Cherry's Automated Investing Accounts, including Cash and Cash Equivalents Account and Stock
Investing Accounts have a minimum opening and maintaining balance of $500. Stock Investing Account.
The automation of U.S. Cherry's services allows retail investors, retirement accounts, business accounts or
other investment vehicles to access its services with much lower minimum account balances than typically
required in the industry. Clients can access their Accounts through the Site.
Clients can terminate an Account, make partial or full withdrawals, update their investment profile, or
customize U.S. Cherry's recommended allocation. These actions may result in an adjustment of the Account's
holdings, and U.S. Cherry will sell the securities in the Account (or portion of the Account in the case of a
partial withdrawal or update) at market prices in a reasonable and timely manner unless otherwise directed
by the Client. However, U.S. Cherry does not guarantee immediate responses to such actions or requests.
Clients should be aware that U.S. Cherry's software-based investment advisory service differs from
traditional investment advisory relationships in several aspects. First, each Client must acknowledge their
ability and willingness to conduct their relationship with U.S. Cherry exclusively electronically. A client
relationship with U.S. Cherry will occur with limited, if any, human interaction. Accordingly, a Client’s
ability to make an informed decision about whether to enter into, or continue, an investment advisory
relationship is dependent solely on our electronic disclosures made via email, websites, mobile applications,
and/or other electronic media. Second, U.S. Cherry collects specific information about each Client's
investing profile to tailor its investment recommendations. Third, Clients with Automated Investing
Accounts clients can choose from preselected portfolios. Fourth, Clients with Stock Investing Accounts can
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transact on their own or request specific transactions, including the purchase and sale of securities, and may
be able to customize U.S. Cherry's recommended portfolios.
Clients may also incur fees or expenses paid to third parties or U.S. Cherry affiliates, in addition to the
advisory fees. Product fees charged by issuers of certain investments, such as ETFs, or other investments,
may include embedded fund expenses that can affect a Client's portfolio performance or benchmark
comparison. U.S. Cherry does not charge these product fees to Clients, and all non-U.S. Cherry fees or
expenses will be charged directly to the client.
At U.S. Cherry, our investment approach is rooted in technology, with our Robo-Advisor providing
automated investment advice to clients based on their risk profile. The proprietary software utilizes advanced
algorithms and questionnaires to determine each client's risk tolerance, which ultimately drives the
investment decisions made on their behalf.
Our model portfolios are designed to be diversified across a broad range of asset classes, including equity-
based portfolios, fixed-income securities, and innovative asset classes like alternative energy and
environmental activities. This approach enables our clients to benefit from exposure to a range of sectors and
industries while managing risk.
Clients' portfolios at U.S. Cherry are diversified across a variety of asset classes, including cash, non-equities
or fixed income, defensive, and growth strategies in marketable securities. Our accounts may include a range
of investments, such as equity securities, fixed income securities, mutual funds, exchange traded funds, hedge
funds, options, structured product investments, and other alternative investments consistent with a client's
suitability, overall investment strategy, and risk tolerance.
U.S. Cherry's investment recommendations are tailored to take advantage of conditions in the current
economic environment while, if possible, being sensitive to transaction costs and taxes, however we make
no guarantees and don’t provide tax, accounting or legal and each client shall need to conduct with their own
tax, accounting and legal professionals.
Overall, U.S. Cherry's tech-driven investment approach is designed to provide clients with a diverse range
of investment opportunities while aiming to effectively managing risk and maximizing returns.
Discretionary Asset Management
U.S. Cherry tailors its software-based investment advisory service to the individual needs of each of its
Clients, in accordance with the portfolio allocation chosen by Clients, and subject to certain account
limitations that prospective investors should consider.
U.S. Cherry uses its software to determine an investor’s risk tolerance. U.S. Cherry asks each prospective
Client a series of questions to evaluate both the individual’s objective capacity to take risk and subjective
willingness to take risk. We ask subjective risk questions to determine both the level of risk an individual is
willing to take and the consistency among the answers. For example, if an individual is willing to take a lot
of risk in one case and very little in another, then the individual is deemed inconsistent and is therefore
assigned a lower risk tolerance score than the simple weighted average of their answers. We ask objective
questions to estimate with as few questions as possible whether an individual is likely to have enough money
saved at retirement to afford their likely spending needs. The greater the excess income, the more risk the
Client is able to take.
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Further, our Automated Investing Accounts are investment advisory programs under Rule 3a-4 of the
Investment Company Act of 1940. This means:
• U.S. Cherry manages each Client’s account based on the Client’s individual financial situation and
investment objectives, which information is obtained at account opening.
• U.S. Cherry contacts Clients via the app or email on a quarterly basis to request whether there have
been any changes to the Client’s financial situation or investment objectives.
• Clients may, at account opening or anytime thereafter, impose reasonable restrictions on how their
Account is managed by customizing our recommended portfolios or by updating their settings to
restrict investments in certain U.S. Stocks.
• Clients receive monthly statements of all activity in their Account. Support team members (don’t
give investment advice, as all investment advice is provided by the Robo-Advisor based on the
client's needs and specific risk profile)
• Clients retain rights of ownership in the underlying securities in their accounts.
Non-discretionary Investment Advisory
Clients may also open a “Stock Investing Account,” which is a taxable account that allows Clients to invest
in certain exchange-traded securities, including stocks bonds and ETFs. In a Stock Investing Account, Clients
grant U.S. Cherry limited discretion, with U.S. Cherry exercising discretion over the specifics of the
transaction, including the time, price, number of shares, and units or dollar amounts in the transaction. The
Client retains general investment discretion over other matters, including the ultimate decision as to which
securities to include in the account. Because Clients retain general investment discretion in Stock Investing
Accounts, we report Stock Investing Accounts as non-discretionary on Item 5.F.(2) of our Form ADV Part
1.
Wrap Fee Programs
U.S. Cherry does not offer wrap fee programs.
Assets Under Management (“AUM”)
As of September 30, 2023, U.S. Cherry has Assets Under Management (AUM) totaling $5,207,492 on a
discretionary basis. U.S. Cherry has zero AUM on a non-discretionary basis. This figure represents the
comprehensive market value of all financial assets the firm manages for our clients.
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