Overview
- Headquarters
- Atlanta, GA
- Average Client Assets
- $3.5 million
- SEC CRD Number
- 141943
Fee Structure
Primary Fee Schedule (ADVOCACY WEALTH MANAGEMENT LLC FORM ADV PART 2A)
| Min | Max | Marginal Fee Rate |
|---|---|---|
| $0 | $500,000 | 1.50% |
| $500,001 | $3,000,000 | 1.00% |
| $3,000,001 | and above | Negotiable |
Minimum Annual Fee: $1,000
Illustrative Fee Rates
| Total Assets | Annual Fees | Average Fee Rate |
|---|---|---|
| $1 million | $12,500 | 1.25% |
| $5 million | Negotiable | Negotiable |
| $10 million | Negotiable | Negotiable |
| $50 million | Negotiable | Negotiable |
| $100 million | Negotiable | Negotiable |
Clients
- HNW Share of Firm Assets
- 69.49%
- Total Client Accounts
- 2,234
- Discretionary Accounts
- 2,131
- Non-Discretionary Accounts
- 103
Services Offered
Services: Financial Planning, Portfolio Management for Individuals, Portfolio Management for Institutional Clients, Investment Advisor Selection
Regulatory Filings
Primary Brochure: ADVOCACY WEALTH MANAGEMENT LLC FORM ADV PART 2A (2026-03-30)
View Document Text
Item 1 – Cover Page
Advocacy Wealth Management, LLC
DISCLOSURE BROCHURE, Form ADV 2A
3455 Peachtree Road NE, Ste 1500
Atlanta, GA 30326-3280
404.836.7141 Office
866-915-8839 Fax
CRD #141943
March 27, 2026
This Brochure provides information about the qualifications and business practices of Advocacy Wealth
Management, LLC. If you have any questions about the contents of this Brochure, please contact us at
(404) 836-7141. The information in this Brochure has not been approved or verified by the United States
Securities and Exchange Commission (“SEC”) or by any state securities authority.
Advocacy Wealth Management, LLC is a Registered Investment Adviser. Registration of an Investment
Adviser does not imply any level of skill or training. This Brochure is intended, in part, to provide
information which can be used to make a determination to hire or retain an Adviser.
Additional information about Advocacy Wealth Management, LLC is also available on the SEC’s website at
www.adviserinfo.sec.gov.
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Item 2 – Material Changes
The parent company of Advocacy Wealth Management (“AWM”), The Forge Companies LLC (“Forge”), has
received a significant growth equity investment from funds managed by TA Associates Management, L.P.
(“TA”), an established private equity firm out of Boston, Massachusetts. Please see Item 10 for additional
information about TA.
Advocacy Wealth will provide you with a new Brochure as necessary based on changes or new
information, at any time, without charge. You can contact us at the number above or by emailing us at
compliance@advocacywealth.com to request a copy of the Brochures. Our brochures are always available
at the SEC’s website https://adviserinfo.sec.gov/ by searching for “Advocacy Wealth” or “Montag &
Caldwell” at zip 30326.
Additional information about Advocacy Wealth and Montag & Caldwell is also available via the SEC’s
website www.adviserinfo.sec.gov. The SEC’s website provides information about any persons affiliated
with Advocacy Wealth who are registered, or are required to be registered, as Investment Advisor
Representatives of Advocacy Wealth.
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Item 3 -Table of Contents
Item 1 – Cover Page ....................................................................................................................................... i
Item 2 – Material Changes ............................................................................................................................ ii
Item 3 -Table of Contents ............................................................................................................................ iii
Item 4 – Advisory Business ........................................................................................................................... 1
Item 5 – Fees and Compensation ................................................................................................................. 6
Item 6 – Performance-Based Fees and Side-By-Side Management ........................................................... 10
Item 7 – Types of Clients ............................................................................................................................. 10
Item 8 – Methods of Analysis, Investment Strategies and Risk of Loss ...................................................... 10
Item 9 – Disciplinary Information ............................................................................................................... 15
Item 10 – Other Financial Industry Activities and Affiliations .................................................................... 15
Item 11– Code of Ethics, Participation or Interest in Client Transactions and Personal Trading ............... 18
Item 12 – Brokerage Practices .................................................................................................................... 19
Item 13 – Review of Accounts..................................................................................................................... 22
Item 14 – Client Referrals and Other Compensation .................................................................................. 22
Item 15 – Custody ....................................................................................................................................... 23
Item 16 – Investment Discretion ................................................................................................................ 24
Item 17 – Voting Client Securities ............................................................................................................... 24
Item 18– Financial Information ................................................................................................................... 24
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Item 4 – Advisory Business
Advocacy Wealth Management, LLC (“Advocacy Wealth”) was established and approved as a Registered
Investment Adviser with the SEC in January 2007. As per the material changes described above,
the Forge Companies, LLC (“Forge”) is the sole manager of Advocacy Wealth. TA Forge Aggregator
indirectly controls Forge.
Advocacy Wealth strives at all times to do no harm to you the client and act in your best interests at all
times and without exception. (Hereafter, “you” and “your” refer to the individual client or client. “We”
and “our” refer to Advocacy Wealth.) Information about Montag & Caldwell may be found in their
separate Brochure, which we will provide upon request, or can be accessed as mentioned earlier at the
SEC’s website https://adviserinfo.sec.gov/.
As of December 31, 2025, Advocacy Wealth held $3,139,118,792 in discretionary assets and $105,775,411
in non-discretionary assets under management.
Portfolio Management
Advocacy Wealth offers investment advisory services to corporations, individuals, trusts, charities and
estates. Advice and services are tailored to your stated objectives. Advocacy Wealth Investment Adviser
Representatives (our “Financial Advisors”) work with you to identify your investment goals and objectives,
as well as risk tolerance, to create an initial portfolio allocation designed to complement your financial
plan. The portfolio could consist of equities, income securities, mutual funds, ETFs, options, and
alternative investments. Generally, we create a limited financial plan at the least in connection with the
initial portfolio allocation for an individual. In certain circumstances, we do accept restrictions on
ownership or retention of certain securities by the clients themselves. We strongly advise individual
clients that should your financial situation or investment goals or objectives change, you must notify
Advocacy Wealth promptly of those changes.
Advocacy Wealth manages the investments of trusts, which can be, though are not limited to, grantor,
settlement, or testamentary in origin, on either a directed or a delegated basis. In a delegated relationship,
Advocacy Wealth receives instructions from the trustee(s) for investment parameters and authority. In a
directed relationship, Advocacy Wealth has full investment discretion and authority granted to it by the
terms of the trust agreement. In general, trusts under management by Advocacy Wealth tend to seek
asset conservation as a primary objective, income from the invested assets as a secondary objective, and
growth as a tertiary objective. It is not uncommon for the priority of clients’ objectives to change over
time. Until recently, persistent low levels of interest rates had required achieving secondary and tertiary
objectives through total return.
At the present time, the majority of Advocacy Wealth clients are recipients of a personal injury, wrongful
death, or workers compensation settlements as well as their plaintiff attorneys. Many of these clients
have an annuity component and a cash component to them. Advocacy Wealth manages the cash
component, as well as the overall financial well-being – to the extent possible – of the individual client.
Advocacy Wealth works with its affiliated entity, Forge Consulting, LLC, (a general insurance agency under
the common control of Advocacy Wealth) to design a financial plan to promote financial well-being,
including our clients who are not sourced from litigation. We define financial well-being as using our
resources and advice to help a client find solutions for health, education, maintenance and support.
Advocacy Wealth continues to monitor, modify and adjust as life situations, investment opportunities,
and objectives change.
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While the investments are being managed, the Advocacy Wealth service staff, affiliates, and outside
partners can help clients buy houses and vehicles, medical equipment, find affordable insurance and other
items necessary to support the client’s well-being as part of an overall financial plan. Advocacy Wealth
can provide resources to help preserve governmental benefits. Advocacy Wealth does not charge an extra
fee for any of these services.
Financial Planning
Advocacy Wealth will prepare and provide clients, upon request, a written financial plan designed to help
them achieve their financial goals and investment objectives. The preparation of such a plan necessitates
that the client provides Advocacy Wealth with personal data such as family records, budgeting, personal
liability, estate information and additional financial goals. There is no additional charge to the client for
the preparation of the financial plan if Advocacy Wealth is paid to manage the client’s investments.
The financial plan can include any or all of the following upon request and/or as directed by the client:
asset protection, tax planning, cash flow, insurance planning, asset allocation comparisons and risk
management, long-term care and disability planning, education planning, retirement planning, estate
planning and wealth transfer, charitable gifting, 401(k) plan evaluation, business succession and strategies
for exercising stock options.
Should a client choose to implement the recommendations contained in the financial plan, Advocacy
Wealth strongly recommends that clients work closely with their attorney, accountant, insurance agent,
and/or other financial advisors. Clients are not under any obligation to engage Advocacy Wealth when
considering implementation of advisory plan recommendations. The client decides whether to implement
any or all recommendations, which is solely at the discretion of and can be implemented through another
Registered Investment Adviser. Advocacy Wealth Financial Advisors can also be licensed to sell life, health
and group insurance as well as property and casualty through an affiliated insurance agency, Forge
Consulting LLC. Clients are under no obligation to utilize services of associated persons in the purchase or
sales of insurance products. However, if transactions are conducted through Advocacy Wealth’s affiliate,
Forge Consulting LLC, then commissions and/or overrides will be earned by Forge in addition to any
advisory fees charged by Advocacy Wealth. If a Trust is administered by Advocacy Trust, our affiliated
Trust company will earn fees for that administration, whether Advocacy Wealth manages the investments
or not.
Advocacy Trust may invest available cash awaiting investment or distribution held in certain trust accounts
in FDIC insured money market bank accounts. These accounts are selected by Advocacy Trust. In exchange
for providing master account services to the depository institution for balances held in FDIC insured
money market bank accounts, Advocacy Trust receives an interest concession from the depository
institution. This interest concession is forty percent (40%) of the total interest payment, but at no time
will the amount received by Advocacy Trust exceed fifty one-hundredths of one percent (0.50 of 1% =
0.005) per annum of the net assets invested in this product.
From time to time, clients will ask Advocacy Wealth to design or review a financial plan for which neither
Advocacy Wealth nor its affiliates will otherwise receive compensation. In such cases, Advocacy Wealth
reserves the right to charge a fee commensurate with the work to be done with the approval of the client
before work commences.
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Standard of Care
Advocacy Wealth has a fiduciary duty to serve its clients’ best interests before its own.
Advocacy Wealth acknowledges that the investment adviser’s fiduciary duty under the Investment
Advisers Act of 1940 (“Advisers Act”) comprises a duty of care and a duty of loyalty. This fiduciary duty
means the adviser must, at all times, serve the best interest of its clients and not subordinate its clients’
interest to its own. The federal fiduciary duty is imposed through the antifraud provisions of the Advisers
Act. The duty follows the contours of the relationship between the adviser and its client, and the adviser
and its client may shape that relationship through contract when the client receives full and fair disclosure
and provides informed consent. Although the ability to tailor the terms means that the application of the
fiduciary duty will vary with the terms of the relationship, the relationship in all cases remains that of a
fiduciary to a client. In other words, the investment adviser cannot disclose or negotiate away, and the
investor cannot waive, the federal fiduciary duty.
A. Duty of Care
As fiduciaries, investment advisers owe their clients a duty of care. The duty of care includes, among other
things:
(1) the duty to act and to provide advice that is in the best interest of the client,
(2) the duty to seek best execution of a client’s transactions where the adviser has the
responsibility to select broker-dealers to execute client trades, and
(3) the duty to provide advice and monitoring over the course of the relationship.
i. Duty to Provide Advice that is in the Client’s Best Interest
In this context, the duty of care includes a duty to make a reasonable inquiry into a client’s financial
situation, level of financial sophistication, investment experience, and investment objectives (collectively,
the client’s “investment profile”) and a duty to provide personalized advice that is suitable for and in the
best interest of the client based on the client’s investment profile.
An adviser must, before providing any personalized investment advice and as appropriate thereafter,
make a reasonable inquiry into the client’s investment profile. The nature and extent of the inquiry turn
on what is reasonable under the circumstances, including the nature and extent of the agreed-upon
advisory services, the nature and complexity of the anticipated investment advice, and the investment
profile of the client. For example, to formulate a comprehensive financial plan for a client, an adviser
might obtain a range of personal and financial information about the client, including current income,
investments, assets and debts, marital status, insurance policies, and financial goals.
An adviser must update a client’s investment profile in order to adjust its advice to reflect any changed
circumstances. The frequency with which the adviser must update the information in order to consider
changes to any advice the adviser provides would turn on many factors, including whether the adviser is
aware of events that have occurred that could render inaccurate or incomplete the investment profile on
which it currently bases its advice. For example, a change in the relevant tax law or knowledge that the
client has retired or experienced a change in marital status might trigger an obligation to make a new
inquiry.
An investment adviser must also have a reasonable belief that the personalized advice is suitable for and
in the best interest of the client based on the client’s investment profile. A reasonable belief would involve
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considering, for example, whether investments are recommended only to those clients who can and are
willing to tolerate the risks of those investments and for whom the potential benefits may justify the risks.
Whether the advice is in a client’s best interest must be evaluated in the context of the portfolio that the
adviser manages for the client and the client’s investment profile. For example, when an adviser is advising
a client with a conservative investment objective, investing in certain derivatives may be in the client’s
best interest when they are used to hedge interest rate risk in the client’s portfolio, whereas investing in
certain directionally speculative derivatives on their own may not. For that same client, investing in a
particular security on margin may not be in the client’s best interest, even if investing in that same security
may be in the client’s best interest. When advising a financially sophisticated investor with a high-risk
tolerance, however, it may be consistent with the adviser’s duties to recommend investing in such
directionally speculative derivatives or investing in securities on margin.
The cost (including fees and compensation) associated with investment advice would generally be one of
many important factors—such as the investment product’s or strategy’s investment objectives,
characteristics (including any special or unusual features), liquidity, risks and potential benefits, volatility
and likely performance in a variety of market and economic conditions—to consider when determining
whether a security or investment strategy involving a security or securities is in the best interest of the
client. Accordingly, the fiduciary duty does not necessarily require an adviser to recommend the lowest
cost investment product or strategy. Advocacy Wealth will not recommend that a security is in the best
interest of a client if its embedded costs, to the best of our knowledge, are higher than a security that is
otherwise identical, including any special or unusual features, liquidity, risks and potential benefits,
volatility and likely performance. For example, if an adviser advises its clients to invest in a mutual fund
share class that is more expensive than other available options when the adviser is receiving
compensation that creates a potential conflict and that may reduce the client’s return, the adviser may
violate its fiduciary duty and the antifraud provisions of the Advisers Act if it does not, at a minimum,
provide full and fair disclosure of the conflict and its impact on the client and obtain informed client
consent to the conflict.
Furthermore, an adviser would not satisfy its fiduciary duty to provide advice that is in the client’s best
interest by simply advising its client to invest in the least expensive or least remunerative investment
product or strategy without any further analysis of other factors in the context of the portfolio that the
adviser manages for the client and the client’s investment profile. For example, it might be consistent with
an adviser’s fiduciary duty to advise a client with a high risk tolerance and significant investment
experience to invest in a private equity fund with relatively high fees if other factors about the fund, such
as its diversification and potential performance benefits, cause it to be in the client’s best interest.
Investment advice that is in the best interest of a client also requires that an adviser conduct a reasonable
investigation into the investment sufficient to not base its advice on materially inaccurate or incomplete
information. This obligation to provide advice that is suitable and in the best interest applies not just to
potential investments, but to all advice the investment adviser provides to clients, including advice about
an investment strategy or engaging a sub-adviser and advice about whether to rollover a retirement
account so that the investment adviser manages that account.
ii. Duty to Seek Best Execution
An investment adviser’s duty of care in the context of trade execution where the adviser has the
responsibility to select broker-dealers to execute client trades (typically in the case of discretionary
accounts) has to seek best execution of a client’s transactions. In meeting this obligation, an adviser must
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seek to obtain the execution of transactions for each of its clients such that the client’s total cost or
proceeds in each transaction are the most favorable under the circumstances. An adviser fulfills this duty
by executing securities transactions on behalf of a client with the goal of maximizing value for the client
under the particular circumstances occurring at the time of the transaction. As noted below, maximizing
value can encompass more than just minimizing cost. When seeking best execution, an adviser should
consider “the full range and quality of a broker’s services in placing brokerage including, among other
things, the value of research provided as well as execution capability, commission rate, financial
responsibility, and responsiveness” to the adviser. In other words, the determinative factor is not the
lowest possible commission cost but whether the transaction represents the best qualitative execution.
Further, an investment adviser should “periodically and systematically” evaluate the execution it is
receiving for clients.
iii. Duty to Act and to Provide Advice and Monitoring over the Course of the Relationship
An investment adviser’s duty of care also encompasses the duty to provide advice and monitoring over
the course of a relationship with a client. An adviser is required to provide advice and services to a client
over the course of the relationship at a frequency that is both in the best interest of the client and
consistent with the scope of advisory services agreed upon between the investment adviser and the client.
The duty to provide advice and monitoring is particularly important for an adviser that has an ongoing
relationship with a client (for example, a relationship where the adviser is compensated with a periodic
asset-based fee or an adviser with discretionary authority over client assets). Conversely, the steps
needed to fulfill this duty may be relatively circumscribed for the adviser and client that have agreed to a
relationship of limited duration via contract (for example, a financial planning relationship where the
adviser is compensated with a fixed, one-time fee commensurate with the discrete, limited-duration
nature of the advice provided). An adviser’s duty to monitor extends to all personalized advice it provides
the client.
B. Duty of Loyalty
The duty of loyalty requires an investment adviser to put its client’s interests first. An investment adviser
must not favor its own interests over those of a client or unfairly favor one client over another. In seeking
to meet its duty of loyalty, an adviser must make full and fair disclosure to its clients of all material facts
relating to the advisory relationship. In addition, an adviser must seek to avoid conflicts of interest with
its clients, and, at a minimum, make full and fair disclosure of all material conflicts of interest that could
affect the advisory relationship. The disclosure should be sufficiently specific so that a client is able to
decide whether to provide informed consent to the conflict of interest.
Because an adviser must serve the best interests of its clients, it has an obligation not to subordinate its
clients’ interests to its own. For example, an adviser cannot favor its own interests over those of a client,
whether by favoring its own accounts or by favoring certain client accounts that pay higher fee rates or
sums to the adviser over other client accounts. Accordingly, the duty of loyalty includes a duty not to treat
some clients favorably at the expense of other clients. When allocating investment opportunities among
eligible clients, an adviser must treat all clients fairly. This does not mean that an adviser must have a pro
rata allocation policy, that the adviser’s allocation policies cannot reflect the differences in clients’
objectives or investment profiles, or that the adviser cannot exercise judgment in allocating investment
opportunities among eligible clients. Rather, it means that an adviser’s allocation policies must be fair and,
if they present a conflict, the adviser must fully and fairly disclose the conflict such that a client can provide
informed consent.
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An adviser must seek to avoid conflicts of interest with its clients, and, at a minimum, make full and fair
disclosure to its clients of all material conflicts of interest that could affect the advisory relationship.
Disclosure of a conflict alone is not always sufficient to satisfy the adviser’s duty of loyalty and section 206
of the Advisers Act. Any disclosure must be clear and detailed enough for a client to make a reasonably
informed decision to consent to such conflicts and practices or reject them. An adviser must provide the
client with sufficiently specific facts so that the client is able to understand the adviser’s conflicts of
interest and business practices well enough to make an informed decision.
For example, an adviser disclosing that it “may” have a conflict is not adequate disclosure when the
conflict actually exists. A client’s informed consent can be either explicit or, depending on the facts and
circumstances, implicit. It would not be consistent with an adviser’s fiduciary duty to infer or accept client
consent to a conflict where either (i) the facts and circumstances indicate that the client did not
understand the nature and import of the conflict, or (ii) the material facts concerning the conflict could
not be fully and fairly disclosed. For example, in some cases, conflicts may be of a nature and extent that
it would be difficult to provide disclosure that adequately conveys the material facts or the nature,
magnitude and potential effect of the conflict necessary to obtain informed consent and satisfy an
adviser’s fiduciary duty. In other cases, disclosure may not be specific enough for clients to understand
whether and how the conflict will affect the advice they receive.
With some complex or extensive conflicts, it may be difficult to provide disclosure that is sufficiently
specific, but also understandable, to the adviser’s clients. In all of these cases where full and fair disclosure
and informed consent is insufficient, an adviser must eliminate the conflict or adequately mitigate the
conflict so that it can be more readily disclosed. Full and fair disclosure of all material facts that could
affect an advisory relationship, including all material conflicts of interest between the adviser and the
client, can help clients and prospective clients in evaluating and selecting investment advisers. Form CRS
provides a brief relationship summary designed to help retail investors make informed choices regarding
what type of relationship—brokerage, investment advisory, or a combination of both—best suits a retail
investor’s particular circumstances and investment objectives. The relationship summary is intended to
promote transparency, comparability and better-informed decision-making, through clear, concise
disclosures, and by summarizing in one place selected information about a particular firm. This format is
designed to allow retail investors to more easily compare different firms’ services, fees, conflicts of
interest, disciplinary history and other important information. In addition, Part 2A of Form ADVknown as
the “brochure” and evidenced by this document, sets out minimum disclosure requirements, including
disclosure of certain conflicts, and requires Investment advisers to deliver the brochure to a prospective
client at or before entering into a contract so that the prospective client can use the information contained
relationship.
in
the brochure
to decide whether or not
to enter
into
the advisory
Item 5 – Fees and Compensation
Portfolio Management Fee Information
Investment management fees are payable in arrears on a monthly basis, commencing when both the
client investment management agreement is signed and the assets are deposited in the client’s account,
unless otherwise stipulated. Deposits and withdrawals made during the month will be billed for the time
that the funds were under management. Advocacy Wealth has the right to change any or all of its fee
schedules with 30 days written notice. Advocacy Wealth is not compensated on the basis of a share of
capital gains or capital appreciation in a client’s account.
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The annual standard fee schedule for these services is:
Investment Adviser Annual Fee
Client Fee Assets Under Management
1.5%
1.0%
Charged up to $500,000
Charged from $500,000 to $3,000,000
Negotiable above $3,000,000
Example: $2.75 million under management would pay an annual fee of 1.5% on the
first $500,000 and 1% on $2,250,000.
The firm can charge a maximum fee up to 2% under certain circumstances. All fees are subject to
negotiation depending on a number of factors including, but not limited to, size, scope and complexity of
the account. The fee amount charged will be disclosed in the advisory agreement.
As authorized in the Client Agreement, Advocacy Wealth instructs the account custodian to withdraw
advisory fees directly from the clients’ accounts according to the custodian’s policies, practices, and
procedures and pass through to Advocacy Wealth. The custodian sends the client a statement monthly
indicating the amount disbursed from the account including the amount of advisory fees paid to Advocacy
Wealth. The custodian of the account, not Advocacy Wealth, holds all customer assets. For these clients,
the calculation of the fee charged can be requested from Advocacy Wealth. If requested, clients will be
billed directly for advisory services. In this case, the client will receive an invoice indicating the amount of
the fee, the value of the client’s assets on which the fee was based and the specific manner in which the
fee was calculated. Clients should verify the accuracy of the computation; the custodian will not do an
independent verification of the accuracy of the computation of fees. It is in the client’s best interest to
review their invoice and the account statement and alert Advocacy Wealth immediately if there are any
discrepancies. Clients can purchase shares of mutual funds directly from the mutual fund issuer, its
principal underwriter or a distributor without purchasing the services of Advocacy Wealth or paying the
advisory fee on such shares (but subject to any applicable sales charges). Certain mutual funds are offered
to the public without a sales charge. In the case of mutual funds offered with a sales charge, the prevailing
sales charge (as described in the mutual fund prospectus) can be more or less than the applicable advisory
fee. Advocacy Wealth currently only invests client funds in institutional class or other class shares which
do not further compensate Advocacy Wealth or its representatives. From time to time, clients may
transfer in kind share classes that are not restricted to institutional class. Advocacy Wealth may continue
to hold those non-institutional class shares to manage tax liability to the client or for other reasons. It is
worth noting that, however, clients who act on their own would not receive the Financial Advisor’s
assistance in developing an investment strategy, selecting securities, monitoring performance of the
account, and making changes to the investment portfolio, as necessary.
Margin loan balances are deducted from the account value when calculating fees. The minimum annual
fee is $1,000. Accordingly, a client could pay an effective rate greater than the rate specified in the fee
schedule shown above. Advocacy Wealth, in its sole discretion, can waive its minimum fee and/or charge
a lesser investment advisory fee based upon certain criteria (e.g., size of account(s) already managed,
historical relationship, type of assets, anticipated future earning capacity, anticipated future additional
assets, account composition, negotiations with clients, employee discount, etc.).
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Fidelity Institutional Wealth Services, LLC (“Fidelity”), as well as others who have custody, charge
brokerage transaction-based fees or “ticket charges” that vary by security and type of transaction and are
passed through to the client. Some mutual funds are part of a “No Transaction Fee” program. Advocacy
Wealth uses these funds, when those “No Transaction Fee” funds show utility over others analyzed in the
client’s portfolio. Some mutual funds within this program pay 12b-1 service fees (normally 0.25% per year)
to Fidelity. Advocacy Wealth does not receive any 12b-1 fees.
Transaction fees charged can be higher than those otherwise available if the services were provided
separately for a discrete fee or if an Investment Adviser were to select brokerage and negotiate
commissions in the absence of the extra consulting service provided. Clients should consider the value of
the additional consulting services when making such comparisons. The combination of custodial,
consulting, and brokerage services may not be available separately or may require multiple accounts,
documentation, and fees. Fees charged by Advocacy Wealth for advisory services cover the salaries and
additional, non-commission-based compensation paid to Advocacy Wealth
Investment Adviser
Representatives and other members of the staff. Costs and transaction fees arising out of transactions
effected by entities other than Advocacy Wealth or attributable to dealer mark-ups, mark-downs or
“spreads” (in transactions where another entity acts as principal for its own account) will be separately
borne by clients. All fees described herein are subject to negotiation depending on a range of factors
including, but not limited to, account size and overall range of services requested.
Advocacy Wealth provides financial planning, asset allocation advice, investment advice, tax planning and
investment management. Our clients have access to a full range of life insurance products, including
annuities, and trust services through our affiliates. Advocacy Wealth is affiliated through common
ownership with Forge Consulting, LLC, a national general insurance agency, and Advocacy Trust LLC, a
State of Tennessee chartered trust company, with trust powers in many states.
As applicable, Advocacy Trust, LLC charges a fee based on assets under its administration and passes
through other expenses incurred as allowed by the individual trust agreement, such as fees for tax
preparation and legal expenses associated with complying with Medicaid and Medicare rules. Assets
under administration include anything owned by your trust, but do not include the value of an annuity
owned by the trust. Advocacy Trust, LLC deducts its fees and Advocacy Wealth’s fees from the client’s
account monthly, in arrears.
A detailed schedule of fees and standard charges passed through to the client is available on our website
(www.advocacywealth.com/FeeSchedules) and is attached to the client agreement. The commission
payments paid by the insurer are provided to you at the time of application if the policy is to be purchased
by your qualified retirement account.
Insurance commissions as well as investment management and trust administration fees and commissions
collected by the affiliated companies -- Forge Consulting, LLC, Advocacy Wealth, Advocacy Trust, LLC, and
Forge Capital – aggregate at the company level, and are not paid directly to individual employees. During
2023, the Property and Casualty agents transitioned to commission compensation.
All employees of Advocacy Wealth have the following compensation structure, comprised of four
components:
1. A base salary;
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2. A bonus based on the profitability of the organization as a whole;
3. A bonus based on the individual’s contribution to the organization as a whole; and
4. 401K contributions matched by and healthcare premium subsidies provided by The Forge
Companies.
The beneficial owners of Advocacy Wealth take distributions based on profitability of the combined
entities of The Forge Companies.
Certain associated person or persons not employed by Advocacy Wealth but by an affiliate receive a base
draw and variable compensation based solely on aggregate assets gathered into The Forge Companies,
regardless of which product is placed.
In addition, certain members of management based on tenure, performance and/or job responsibilities
are awarded deferred compensation units in The Forge Companies that have value at the time of sale of
The Forge Companies but have no current compensation value. These awards are not available to all
employees.
Upon occasion in the past Advocacy Wealth has established a program to use independent contractors as
our agents to provide service at the local level to individual clients in certain geographies. These
independent contractors do not deliver investment advice, though they are licensed to do so. Rather they
function to assist the client with local needs or concerns, as well as to help educate the client about
planning and investments generally. The contractors are paid a stipend for successful retention of the
clients assigned to them. Such a program could be reestablished in the future.
We structured compensation to remove sensitivity to how much revenue one product provides us versus
another. We emphasize planning and service over sales. Those two elements encourage us to focus on
your best interests – not our own.
Account Termination
You can terminate your Client Agreement for financial services with Advocacy Wealth without penalty
within five business days after entering into the Agreement. You will be liable for any market losses which
occur during the period of account liquidation or transfer. Thereafter, this Agreement may be terminated
at any time by either party giving to the other at least thirty (30) days prior written notice of such
termination. For the purposes of this provision, an agreement is considered entered into when all parties
have signed it.
Upon written receipt of notice to terminate the Client Agreement and unless specific transfer instructions
are received, Advocacy Wealth and its agent(s) will, in an orderly and efficient manner, proceed with
liquidation of the client’s account. There will not be a charge by us for such liquidation; however, the client
should be aware that normal ticket charges will apply, and some custodians charge a termination fee as
outlined in your custodial Client Agreement. Fees can be waived at management’s discretion. Certain
mutual funds impose redemption fees as stated in each company’s fund prospectus. Termination of the
contract will not affect any liabilities or obligations of the parties from transactions initiated before
termination of the Agreement or a client's obligation to pay advisory fees paid in arrears (pro-rated
through end of the month in which termination is effective).
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Clients must keep in mind that the decision to liquidate security holdings including mutual funds can result
in tax consequences that should be discussed with the client’s tax advisor. Factors that can affect the
orderly and efficient manner of disposition would be size and types of issues, liquidity of the markets, and
market makers’ abilities. Should the necessary securities markets be unavailable and trading suspended,
efforts to trade will be made as soon as possible following their reopening. Due to the administrative
processing time needed to terminate the client’s investment advisory service and communicate the
instructions to client’s Investment Adviser, termination orders received from clients are not market
orders; it can take several business days under normal market conditions to process the client’s request.
During this time, the client’s account is subject to market risk. Advocacy Wealth and its agent(s) are not
responsible for market fluctuations of the client’s account from time of written notice until complete
liquidation. All efforts will be made to process the termination in an efficient and timely manner.
Item 6 – Performance-Based Fees and Side-By-Side Management
Advocacy Wealth does not charge any performance-based fees (fees based on a share of capital gains on
or capital appreciation of the assets of a client). Fund managers that Advocacy Wealth may recommend
may charge a performance-based fee, in which Advocacy Wealth does not share, which fee is disclosed in
the Private Placement Memorandum of the fund.
Item 7 – Types of Clients
Advocacy Wealth offers portfolio management services to individuals, corporations and business entities,
estates and trusts, other investment advisors, charitable organizations, and pension and profit sharing
plans. Any account minimum size would be subject to negotiation based upon account characteristics
and service requirements.
Item 8 – Methods of Analysis, Investment Strategies and Risk of Loss
Our investment strategy begins with an understanding of a client’s financial goals. Financial Advisors use
demographic and financial information provided by the client to assess the client’s risk profile and
investment objectives in determining an appropriate plan for the client’s assets. Investment strategies
ordinarily include long- or short-term trading of fixed and adjustable rate income securities, stock
portfolios, ETFs, and mutual funds. Margin trading and option trading are used, when appropriate.
Investment management takes place within a larger structure of financial management. We see our job
as a lifelong process of enabling our clients’ well-being within various cycles of living, and the challenges
some of those cycles bring. At Advocacy Wealth, we do not pretend to know what is going to happen in
the future. What you make—or lose—by the price of what you own going up or down is unpredictable.
While price swings are unpredictable, the size of those swings is fairly predictable in large groups of similar
investments called “asset classes”. We call the size of those price swings "volatility." The income paid to
you for use of your money in an investment is often relatively predictable, too.
Advocacy Wealth balances the level of predictable income against the risks that can come along with
achieving those income levels. We want you to meet your long-term cash flow, growth, and liquidity needs
with an appropriate amount of risk.
To succeed, we try to understand the relationship between the risk of an investment and its potential
reward. A first step in this effort examines the characteristics of asset classes.
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In our view, there are five primary asset classes:
•
Income,
• Equities,
• Cash and equivalents,
• Real Estate, and
• Commodities.
Income includes assets such as bonds and other securities that act like bonds. Bonds are securities
representing loans. You, the lender, receive interest paid to you, usually twice a year. On a certain date in
the future, that loan “matures” and you own a contract to receive the full amount that you lent back from
the borrower. When the income is "Fixed" or does not vary over the life of the loan, those income
payments are highly predictable. Lending at a fixed rate performs well in stable or falling secular rate
cycles. In a cycle where interest rates are rising, variable adjustable rate loans perform better than fixed
rate. Both Companies and Governments issue bonds. Currently, for most clients we generally purchase
pools of Fixed Income securities in the form of ETFs and mutual funds rather than individual bonds.
Equities are stocks, whose shares represent ownership in a company. As a company does well and the
overall economy grows, stock prices tend to increase. While some stocks do offer some predictable
income, stocks add growth potential through appreciation in price to your investment holdings. This
growth potential also usually comes with higher volatility levels in day to day price movements than
bonds. Like Income, we mostly purchase pools of stocks rather than individual stocks. Pools of investments
provide better diversification in our view.
Diversification within asset classes and among asset classes can further reduce theoretical risk. Owning
smaller pieces of many things prevents one single holding from sabotaging an entire portfolio.
The income from Income assets alone may not be enough by itself to meet a client’s individual needs.
Therefore, exposure to Equities, as well as other asset classes, may be necessary to meet a client’s
objectives as well as provide additional diversification.
From time to time, our Investment Committee could decide that investments in Cash, Real Estate or
Commodities would be required to meet the client's needs. The Investment Committee can further decide
to deploy differing investment strategies within the various asset classes.
Our process requires portfolio models and strategies to be approved by the Advocacy Wealth Investment
Committee, which is currently chaired by the CEO Emeritus. Other members of the Investment Committee
can include internal as well as external investment professionals. Models and strategies are reviewed and
updated both at the macro level, at the individual security level and at the account level regularly by the
Investment Team which is comprised of the Chief Investment Officer, and one or more representatives
from the Financial Advisors, and analyst(s).
Upon occasion and only when suitable to the client’s investment needs and risk tolerance, we could
recommend investing a part of the client’s assets in alternative investments, which could not be
immediately liquid. When investing in alternatives, we ensure the client has a long-term view of
investments, can tolerate the risk, and has ample liquidity outside this investment.
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We can recommend Alternative Managers that provide exposure to asset classes outside of traditional
stock, bond and cash portfolios. Alternative investments provide for additional diversification that often
comes with additional risk. When selecting an Alternative Manager, we require historical returns to
correlate no more than 0.7% with either stocks or bonds. Even with additional risk within the alternative
investment, adding alternatives can reduce overall portfolio risk by adding diversification that is less
correlated with stocks or bonds.
Alternative investments come in many security structures. Some are 1940 Act Mutual Funds that can be
redeemed at Net Asset Value by the fund manager for cash settling in one business day. Some are
Exchange Traded Funds that can be sold on an exchange. All exchange traded securities now settle one
day after a trade. Other alternative investments are registered with the Securities and Exchange
Commission under the 1933 Act, but can only be sold at intervals – like once a month or once a quarter –
and the fund manager has options as to whether to accept the redemption request, prorate the request,
or even choose to deny the request. Still others are Private Placements. Private Placements are not
regulated by the Securities and Exchange Commission. Private Placements can only be offered to clients
with the means and sophistication to invest in these securities. Investors must meet the criteria set forth
in each investment’s offering documents (i.e. accredited investor, qualified purchaser, qualified client,
minimum commitment, etc.). Private Placements are subject to additional risks that do not exist in the
public equity and public debt markets. One such material risk is that Private Placements are not
marketable. No secondary market exists to buy and sell shares. The General Partner who manages the
investments limits the terms and conditions of all redemptions. Some Private Placements may allow
redemptions as often as monthly, while others may not allow redemptions at all for the entire term of the
investment.
Studies show that as much as 94% of your investment results come from the asset allocation decision—
how much goes into each asset class.1 Only about 4% comes from what individual holdings are within the
asset class. The last 2% comes from the timing of when you decide to change the mix of individual
holdings.
Generally, we focus our work on the 94% by designing a risk budget. Since neither we— nor anyone else,
we believe —can consistently and accurately predict which way a price will move for any given asset class
on any given day in the future, we start by balancing risk and using that budget among the asset classes.
To help measure risk, we use standard deviation to see how much a set of prices moves over time. Said
another way, how much prices move over time defines volatility, and standard deviation is how we
measure volatility. Higher standard deviations indicate bigger price swings.
1 Brinson, Gary P., L. Randolph Hood, and Gilbert L. Beebower, 1986. “Determinants of Portfolio Performance.”
Financial Analysts Journal 42(4):39-48. Brinson, Gary P., Brian D. Singer, and Gilbert L. Beebower, 1991.
“Determinants of Portfolio Performance II: An Update.” Financial Analysts Journal 47(3):40-8. Ibbotson, Roger G.,
and Paul D. Kaplan, 2000. “Does Asset Allocation Policy Explain 40, 90, or 100 Percent of Performance?” Financial
Analysts Journal 56(1):26-33. Jahnke, William W., 1997. “The Asset Allocation Hoax.” Journal of Financial Planning
10(1):109-13. Kritzman, Mark, and Sébastien Page, 2003. “The Hierarchy of Investment Choice.” Journal of Portfolio
Management 29(4):11-23. Sharpe, William F., 1988. “Determining a Fund’s Effective Asset Mix.” Investment
Management Review (November/December):59-69. Davis, Joseph H., Kinniry, Francis M. Jr., Sheay, Glenn, 2007.
“The Asset Allocation Debate: Provocative Question, Enduring Realities”, Vanguard Marketing Corporation. Tokat,
Y., Wicas, N. and Kinniry, F., 2006. “The Asset Allocation Debate: A Review3 and Reconciliation”. Journal of Financial
Planning, 19(10):52-63.
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How well cash flow can be predicted influences the amount of price movements. Income assets in the
higher credit quality sector have historically tended to have less price movement than Equities when
measured against broad benchmarks like the Standard & Poor’s 500 Index (“S&P 500®”). The cash flows
in many of the Income assets we choose are largely governed by contract and produce relatively
predictable income. But in rising interest rate cycles, we will likely seek to preserve capital by taking on
variable income adjustable rate assets.
Equities usually have lower expected income and a higher historical risk than Income assets. So why would
you take on more risk from the riskier asset classes? Riskier asset classes over longer periods of time can
offer growth potential in value, though perhaps not as much growth in income. That growth in value can
be sold for capital gains and used to provide or purchase additional income. But that growth comes with
risk—prices can, and do, move down as well as up. The higher the standard deviation is, the bigger those
moves—up as well as down— tend to be.
Beyond measuring the risk of one asset class versus the other, we also look at how prices “correlate.”
Correlation indicates whether the prices of two things you own move in the same direction, opposite
directions, or unrelated directions. Generally, prices of Equities tend to move in the opposite or an
unrelated direction from Income assets – meaning when Equities increase in value, Income investments
tend to stay relatively unchanged or even decrease in value, and vice versa. Therefore, adding assets that
do not correlate in their price movements can reduce overall risk. But sometimes this correlation rule of
thumb breaks down.
The relationship between the riskiness of a security or an asset class may change over time as does the
level of income that is produced. For those reasons, we periodically revisit our asset classes to maximize
predictable income while trying to minimize overall volatility. We cannot erase the possibility of risk, so
we budget for it, accepting what we believe to be a prudent amount of risk in exchange for income and
growth. Investing in any asset classes involves risks that clients must be prepared to bear. Even Cash can
lose value to inflation.
Many of our client’s assets are held in Trust. Within a Trust, what we do to manage a client’s investments
depends upon the Trust document and the distributions needed and allowed from that Trust. The Trust
document is a binding agreement, often driven by the courts or state statutes. Advocacy Wealth Financial
Advisors work with the client’s Trust Officer to manage that cash flow to cover distributions allowed under
the Trust Agreement. Similarly, the Advocacy Wealth Financial Advisor will work with a client’s
Conservator, whose investment restrictions tend to be even more stringent.
Investment recommendations are based on an analysis of the client’s individual needs and goals and are
drawn from research and analysis. As stated earlier, Advocacy Wealth spends most of its resources on
developing the right asset allocation balance versus risk for the client. Once that balance is determined,
individual securities and ETFs and other funds of individual securities or outside managers are analyzed.
Security analysis methods include the following:
• Fundamental analysis: We attempt to measure the intrinsic value of a security by looking at
economic and financial factors to determine if the company (or security itself) is underpriced or
overpriced. Fundamental analysis does not attempt to anticipate market movements. This
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presents a potential risk, as the price of a security can move up or down along with the overall
market regardless of the economic and financial factors considered in evaluating the security.
• Technical analysis and charting: We attempt to determine the trend of a security by studying past
market data, using charts, graphs and other tools. This presents a potential risk, as the price of a
security can change direction at any time and past performance is not a guarantee of future
performance.
• Cyclical analysis: We attempt to identify the industry cycle of a company or sector to determine
whether the company or sector is in a market introduction phase, growth phase or maturity
phase. Generally projected revenues, growth potential and business risk fluctuate based on the
company’s cycle stage. Further, we look at economic cycles -- expansion, slowdown, recession
and recovery -- to forecast how an asset might perform within that cycle. Among the risks here
are misjudging which cycle may be in play, along with its duration and amplitude.
Information for this analysis is drawn from data providers, financial websites and magazines, research
materials prepared by others, annual reports, corporate filings, prospectuses, company press releases and
corporate ratings services by Advocacy.
It is important to note that investing in securities involves certain risks that are borne by the investor. For
any risks associated with Investment Company products (mutual funds), please refer to the prospectuses
for additional details about these risks. Our investment approach keeps the risk of loss in mind. These
risks include, but are not limited to:
•
Interest-Rate Risk: Fluctuations in interest rates cause investment prices to fluctuate. For
example, when interest rates rise, yields on existing bonds become less attractive, causing their
market values to decline.
•
• Market Risk: The price of a security, including stock, bond, or mutual fund, can drop in reaction to
tangible and intangible events and conditions. This type of risk is caused by external factors
independent of a security’s particular underlying circumstances. For example, political, economic
and social conditions can trigger market events.
Inflation Risk: When any type of inflation is present, a dollar today will not buy as much as a dollar
next year, because purchasing power erodes at the rate of inflation.
•
• Reinvestment Risk: Reinvesting future proceeds from investments at potentially lower market
rates of return (i.e. interest rate) define this risk, primarily applying to fixed income securities.
• Business Risk: These risks are associated with a particular industry or a particular company within
an industry. For example, oil-drilling companies depend on finding oil and then refining it, a
lengthy process, before they can generate a profit. They carry a higher risk of profitability than
perhaps an electric company, which generates its income from a steady stream of customers who
buy electricity no matter what the economic environment is like.
Liquidity Risk: Liquidity is the ability to readily convert an investment into cash. Generally, assets
are more liquid if many investors or traders are interested in a standardized product. For example,
Treasury Bills are highly liquid, while real estate properties are not.
• Financial Risk: Excessive borrowing to finance a business’s operations increases the risk of
profitability, because the company must meet the terms of its obligations in good times and bad.
During periods of financial stress, the inability to meet loan obligations could result in bankruptcy
and/or a declining market value. This risk can affect entire sectors – for example, real estate.
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• Political Risk: Investing internationally in countries where the rule of law is different or non-
existent can risk the entire loss of investment, or at a minimum, significant impairment to value.
Item 9 – Disciplinary Information
Registered Investment Advisers are required to disclose all material facts regarding any legal or
disciplinary events that are material to your evaluation of Advocacy Wealth or the integrity of Advocacy
Wealth’s management. Advocacy Wealth has no information applicable to this item. Individual Financial
Advisors may have disclosures which we do not find material. You are welcome to review those disclosures
at https://adviserinfo.sec.gov/ by submitting the name of the individual of interest or Advocacy Wealth
as a whole.
Item 10 – Other Financial Industry Activities and Affiliations
The Forge Companies LLC is sole manager of Advocacy Wealth Management LLC and the majority owner
of Advocacy, Inc., a Delaware corporation, which is the holding company holding the interests of Advocacy
Trust. Advocacy, Inc. is the 100% owner of Advocacy Trust, LLC, a Tennessee state-chartered trust
company that was approved to do business on February 18, 2015. If trust services are needed, we will
refer an advisory client to the affiliated trust company if the client profile and needs warrant. If trustee
services are utilized, separate fees will be incurred and Advocacy Wealth will benefit through the common
control interest in Advocacy Trust, LLC.
On August 1, 2024, Advocacy Wealth acquired substantially all of the assets of Montag & Caldwell, LLC.
As a result, Advocacy Wealth established a business unit within that it markets as “Montag & Caldwell, an
Advocacy Wealth Company.” That business unit serves a distinct line of business focused on institutional
and high net worth client markets.
In 2022, Forge closed on the purchase of a Property and Casualty agency (Watkins Insurance) and
purchased the ownership interest of Forge’s partner in the insurance brokerage business (Full Circle
Insurance, LLC). Forge owns 100% of the ownership of the agency. At the end of 2021, Forge purchased
Abacus Advisors (“Abacus”) which provides business services such as bookkeeping and Human Resources
support to businesses, particularly though not limited to attorneys. Advocacy Wealth and Abacus have
mutual clients, and Advocacy Wealth can and does refer clients to Abacus. Abacus is organized as Forge
Capital Services, LLC D/B/A Abacus Advisors, wholly owned by Forge. Please see Item 12 for additional
disclosures.
Some Investment Adviser Representatives of Advocacy Wealth are licensed insurance agents offering
insurance products through Forge Consulting, LLC, a national insurance agency. When applicable, these
individuals recommend insurance products for advisory clients. All related compensation is separate from
advisory services, and that compensation is described in detail in Item 5 above.
Because Advocacy Wealth and its licensed employees have a financial incentive to recommend insurance
products, trust services, and business services, this creates a conflict of interest. Advocacy Wealth is
dedicated to acting in your best interests based on fiduciary principles. You have no obligation to
purchase any insurance products or utilize trust or business services in order to receive service from
Advocacy Wealth.
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On January 30, 2026, TA Associates (“TA”) purchased a majority interest in The Forge Companies, the sole
owner of Advocacy Wealth Management LLC. TA is a private equity firm that owns interests in various
portfolio companies across multiple industries. Certain of these affiliates engage in financial or
investment
related activities. Current known affiliate relationships are:
‑
‑
• Orion Portfolio Solutions, LLC, provides accounting (investment book of record),
trading, and compliance solutions for Advocacy Wealth Management. Orion is
considered an affiliate of Advocacy Wealth Management due to common ownership
by TA. Advocacy Wealth Management pays Orion for these services at market
based
rates. Neither Advocacy Wealth Management nor its supervised associates receive
compensation, referral fees, or other economic benefits from Orion as a result of
client use of Orion’s services.
• Wealth Enhancement Group (WEG), a Registered Investment Advisor, is owned by TA
Associates. WEG and Advocacy Wealth Management offer investment services in
overlapping markets but there are common or shared activities between the advisory
groups.
• OMNIA Partners is a group purchasing organization (GPO) owned by TA Associates.
The Forge Companies and Advocacy Wealth Management leverage the purchasing
discounts offered for purchases of equipment and supplies.
This affiliation presents potential conflicts of interest because Advocacy Wealth Management’s owner has
an economic interest in Orion. Advocacy Wealth Management addresses these conflicts by (i) retaining
responsibility for all investment advice and client service decisions, (ii) periodically reviewing Orion’s
services and pricing, and (iii) maintaining policies and procedures reasonably designed to ensure that the
selection and continued use of Orion is based on the best interests of clients.
Other Conflicts of Interest
Ownership
On January 30, 2026 the Forge Companies completed the sale of a majority interest of the company to TA
Associates, a Boston based private equity firm. As part of that transaction, a new Limited Partnership TA
<> Forge, L.P., was created to hold the ownership interest of all parties. In addition, intermediate entities
(Forge Parent, L.P., Forge Midco, LLC, and Forge Borrower LLC) were created for the purposes to hold the
equity and debt interests of the parties. All the newly formed entities have no operating activities and
are strictly used to maintain the capital structure of the company."
The Forge Companies, LLC owns 100% of Advocacy Wealth and 100% of the non-diluted and issued
common shares of Advocacy, Inc. which owns 100% of the shares of Advocacy Trust, LLC. The Forge
Companies, LLC owns 100% of Forge Capital Services, LLC D/B/A Abacus Advisors.
The Forge Companies, LLC owns 100% of Forge Consulting, LLC.
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The Forge Companies, LLC gains financial benefit when a client chooses to work with Advocacy Wealth
through distributions of its profits to The Forge Companies, LLC.
The Forge Companies, LLC will benefit when a client chooses to work with Advocacy Trust, LLC through
future dividends paid to Forge through Advocacy Trust, LLC’s holding company Advocacy, Inc.
The Forge Companies, LLC benefits from Forge Capital Services, LLC through distributions to it of profits
earned in that business unit.
Advocacy Wealth gains financial benefit when a client chooses Advocacy Trust, LLC and the Advocacy
Wealth or the Montag & Caldwell business unit is selected to manage the assets in the trust for a fee
either as a directed or as a delegated investment adviser.
When all cross-owned entities prosper, capital can flow freely among the entities as needs and
opportunities arise, thus benefiting the organization.
The partners of The Forge Companies, LLC and all employees could have a conflict of interest when short
term revenue is considered versus long term profit and reinvestment. Because certain life and annuity
products as well as Property and Casualty products pay commissions as soon as the policy is issued, if
recurring revenues are insufficient to cover ongoing overhead, there could be a push for products with
immediate payouts instead of those with longer trailing revenues. The Forge Companies work very hard
in concert with one another to remove or at least dampen this possible conflict of interest. Meanwhile,
adherence to our fiduciary duties precludes offering any product whose features do not fit the client’s
best interests, regardless of compensation.
Regulatory
The National Association of Insurance Commissioners and, more specifically, the individual commissioner
in each state regulates Forge Consulting, LLC and the Property and Casualty unit under each state’s
individual statutes. The Securities and Exchange Commission regulates Advocacy Wealth under the
Investment Advisers Act of 1940. The Department of Financial Institutions of the State of Tennessee
regulates Advocacy Trust, LLC.
A client could be offered products which are more lightly regulated than others in order to receive less
regulatory review. However, our planning is integrated across all product lines so as to avail our clients of
what we believe best fits each individual’s need. Furthermore, our willingness to hold ourselves to a
fiduciary standard in all cases, even those where it is not necessary or called for by regulation, speaks to
our commitment to act in and put our clients’ best interests first.
Relationships to External Advisers / Sub-Advisers
On November 30, 2022, Advocacy Wealth entered an agreement with BlackRock to collaborate with their
Custom Model Solutions group to develop a new series of investment portfolio models. The models would
be maintained and updated by BlackRock with our input and under our supervision. We would be
responsible for trading any suggested changes to the models, with veto ability.
Within that agreement, there exists a clause that would require Advocacy to pay BlackRock for their work
if assets in aggregate using those models did not equal or exceed $150 million within one year of signing
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on. Advocacy did not meet that minimum within the time allowed under contract, but BlackRock did not
enforce that provision. Nor, it should be noted, were all the holdings in those models BlackRock ETFs or
mutual funds. In the last quarter of 2023, our Advisors began significantly favoring the models created
with BlackRock, particularly as we rebalanced all the models over the yearend. As of December 31, 2025,
our clients had approximately $1,308 million invested in those models Advocacy Wealth created with
BlackRock.
The $150 million minimum in assets to avoid fees presents a conflict in interest in that Advocacy Wealth
could favor those models to meet that threshold. Advocacy Wealth must act in your best interests;
therefore, we first choose whether any model or single investment suits your risk tolerance, needs, and
goals. Whether a fee to us is involved or not cannot be part of that consideration. We do work with other
investment managers to gain access to certain investments or strategies for clients that we pay for out
the fee that the client pays to us.
In November 2024, Advocacy entered into agreements with Aperio Group LLC, a wholly owned subsidiary
of BlackRock Inc., and Orion Advisor Technology, LLC, to act as a sub-advisors on direct indexing for greater
tax efficiency in certain accounts managed by Advocacy where the Client has granted discretionary
authority. In December 2024, Advocacy entered into a similar agreement for the same sub-advisory
service with Fidelity Brokerage Services LLC. Advocacy will be responsible for the advisory fee charged by
the subadvisors. Clients will, as is the case otherwise, be responsible for transaction costs, if any, in
addition to their agreed upon investment advisor fee with Advocacy. As part of the agreement with Orion,
Advocacy enrolled in a loyalty program that discounts services provided to Advocacy by Orion if certain
revenue hurdles are achieved. This loyalty program presents a conflict of interest in that Advocacy could
favor Orion over Aperio or Fidelity to reduce part of the Orion program’s cost. However, Advocacy must
always put the client’s best interest ahead of its own, and thus we will choose the provider that fits the
overall strategy best on a client-by-client basis.
Currently, Advocacy has sub-advisory agreements in place with Balentine, LLC (“Balentine”) and Pacific
Investment Management Company LLC (“PIMCO”) that access particular strategies not internally available
Item 11– Code of Ethics, Participation or Interest in Client Transactions and Personal Trading
Advocacy Wealth has adopted a Code of Ethics for all supervised persons of the firm describing its high
standard of business conduct, and fiduciary duty to its clients. The Code of Ethics includes provisions
relating to the confidentiality of client information, a prohibition on insider trading, restrictions on the
acceptance of significant gifts and the reporting of certain gifts or business entertainment items, and
personal securities trading procedures, among other things. All supervised persons at Advocacy Wealth
must acknowledge the terms of the Code of Ethics annually, or as amended.
Advocacy Wealth’s employees and certain persons affiliated with Advocacy Wealth are required to follow
the Code of Ethics. Subject to satisfying this policy and applicable laws, officers, directors and employees
of Advocacy Wealth and its affiliated persons can trade for their own accounts in securities which are
recommended to and/or purchased for Advocacy Wealth’s clients or have their accounts managed for a
discounted fee by Advocacy Wealth. The Code of Ethics is designed to assure that the personal securities
transactions, activities and interests of the employees of Advocacy Wealth will not interfere with: (i)
making decisions in the best interest of advisory clients; and (ii) implementing such decisions while, at the
same time, allowing employees to invest for their own accounts. Individuals designated as Access Persons
are required to preclear personal securities transactions and will be prohibited from transacting in
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securities placed on the firm’s restricted stock list. Under the Code of Ethics, certain classes of securities
have been designated as exempt transactions, based upon a determination that these would not
materially interfere with the best interests of Advocacy Wealth’s clients. . Nonetheless, because the Code
of Ethics in some circumstances would permit employees to invest in the same securities as clients, there
is a possibility that employees could benefit from market activity by a client. Employee trading is
continually monitored under the Code of Ethics to reasonably prevent conflicts of interest between
Advocacy Wealth and its clients.
Certain affiliated accounts can trade in the same securities with client accounts on an aggregated basis
when consistent with Advocacy Wealth's obligation of best execution. In such circumstances, the affiliated
and client accounts will share commission costs based on their custodian and receive securities at a total
average price. Advocacy Wealth will retain records of the trade order and its allocation specifying each
participating account, which will be completed prior to the entry of the aggregated order.
Advocacy Wealth’s clients or prospective clients can request a copy of the firm's Code of Ethics by
contacting the Chief Compliance Officer at our main number.
Item 12 – Brokerage Practices
Advocacy Wealth recommends many of its clients for brokerage and custodian services to Fidelity
Institutional Wealth Services, LLC (“Fidelity”), through its affiliates National Financial Services LLC or
Fidelity Brokerage Services LLC, members NYSE and FINRA. For accounts belonging to Advocacy Wealth
clients maintained in its custody, Fidelity generally does not charge separately for custody services but is
compensated by account holders through transaction-related or asset-based fees for securities trades
that are executed through Fidelity or that settle into Fidelity accounts. Fidelity makes products and
services available to Advocacy Wealth that benefit Advocacy Wealth but might not directly benefit its
clients’ accounts. Many of these products and services are used to service a substantial number of
Advocacy Wealth accounts. Some of these products and services provided by Fidelity include software
and other technology that: (i) provides access to client account data (such as trade confirmations, account
and tax statements); (ii) facilitates trade execution and allocates aggregated trade orders for multiple
client accounts; (iii) provides research, pricing and other market data; (iv) facilitates payment of Advocacy
Wealth fees from its clients’ accounts; and (v) assists with back-office functions, recordkeeping and client
reporting.
The foregoing arrangements and those with any other custodian with whom we may enter into an
agreement pose a conflict of interest. Services provided create an incentive for Advocacy Wealth to
suggest that clients maintain their assets in accounts at Fidelity on the basis of products and services
available to Advocacy Wealth, rather than solely on the basis of the nature, cost or quality of custody and
brokerage services provided by Fidelity to clients. Further, Advocacy Wealth frequently suggests the
choice of Advocacy Trust, LLC, an affiliate under common control and ownership of Advocacy Wealth.
When the Trustee is Advocacy Trust, LLC, Advocacy Wealth will benefit directly under common control.
Alternatively, Advocacy Wealth could suggest an unaffiliated custodian and trust administrator from
whom it could receive a referral fee. In addition to advisory fees, clients will be charged for custody and
administration by the trustee.
Advocacy Wealth is constrained by fiduciary principles to act in its clients’ best interests and will suggest
a custodian to clients only when appropriate. In addition, Advocacy Wealth maintains an awareness of
the services provided to clients by the custodians in an effort to ensure that clients are well-served.
19
Advocacy Wealth bases the recommendation of custodian or of a trustee on the individual client’s needs.
A significant number of clients establish a special needs trust to preserve government benefits and
services. Advocacy Trust, LLC, where it has authority, provides specialized administration services in this
area. Where Advocacy Wealth’s own affiliate does not have trust powers, it will recommend a trustee
that has adequate capabilities to serve the client’s needs. Another significant subset of clients have either
spendthrift issues or endangerment from financial predation from family and friends, or both. In those
circumstances we often recommend a Tennessee Investment Services Trust, because Tennessee has
among the best asset protection statutes in the nation, in our view. For those clients where trusts do not
appear a sound solution, we usually recommend Fidelity, which in our view, offers financial strength and
stability in their custody area as well as the support Advocacy Wealth needs to meet its clients’ needs.
Depending on the type of transaction, transactions could be executed through the custodian holding your
account or could be directed to another specified broker-dealer. Although the brokerage and/or
transaction fees paid by clients shall comply with the firm’s duty to seek to obtain best execution, a client
can incur costs that are higher than another qualified broker-dealer charges to effect the same
transaction. In executing transactions, the determinative factor is not necessarily the lowest possible cost,
but whether the transaction is executed in the most advantageous manner in terms of quality. To assess
quality, we evaluate many factors, including full range of a broker-dealer's services, competitiveness of
price spreads, timeliness of execution and reporting, frequency and correction of trading errors, back
office and trade settlement capabilities, and responsiveness to our orders and needs.
Advocacy Wealth frequently aggregates orders in a bunched trade or trades when securities are
purchased or sold through the same broker-dealer for multiple accounts. The trader for each account
must reasonably believe that the bunched order is consistent with Advocacy Wealth’s duty to seek best
execution and will benefit each client participating in the aggregated order. The average price per share
of each bunched trade will be allocated to each account that participates in the bunched trade. Upon
request, the client will be provided with average price trade details. Accounts that participate in the same
bunched trade will be charged commissions or transaction fees, if applicable, in accordance with their
advisory and brokerage contracts. Different accounts participating in a bunched transaction will not
necessarily be charged the same commission rates or transaction fees dependent upon the individual
services received.
For example, we execute exchange traded securities through Fidelity Institutional. If we have a bunched
trade that includes accounts custodied at Fidelity, those accounts who accept electronic document
delivery pay no transaction fee. Accounts at Fidelity that still receive paper documents pay $4.95 a trade.
If Advocacy Trust accounts are part of the bunched trade, those accounts not custodied at Fidelity will pay
$0.01 per share to Fidelity for delivery services. Because Advocacy Wealth is bound to act in all clients’
best interests and seek best execution, bunching trades into an aggregate average price seems fair to all.
The $0.01 commission that clients at Advocacy Trust pay is the same that they would pay were the trade
executed through the trade system that Advocacy Trust offers and is commensurate with the going market
rate for such executions.
If a bunched order cannot be executed in full at the same price or time, the securities actually purchased
or sold by the close of each business day will be allocated in a manner that is consistent with the initial
pre-allocation or other written statement. This must be done in a way that does not consistently
advantage or disadvantage particular client accounts. For example, partial fills generally are filled pro rata
20
among participating accounts. If the amount to be allocated for each account is not indicated prior to
placement of the trade, the Chief Compliance Officer must review and approve the allocation.
Changes in allocation prior to final allocation must be made for good cause provided that all client
accounts receive fair and equitable treatment. A written explanation of the reason for any material change
in the allocation must be provided to and approved by the Chief Compliance Officer. If the change in
allocation is the result of a condition that exists or a change in a client’s account outside of the portfolio
manager’s control, then approval is not required.
You are free to select a broker-dealer other than Fidelity or another trustee other than our
recommendation to custody your account and execute your transactions. In such cases, you will negotiate
the terms and arrangements with the broker-dealer or trustee of choice, and we will not be in a position
to seek better execution services or prices from other broker-dealers or trustees. Furthermore, we will
likely not be able to aggregate your transactions with orders from other accounts managed by us.
Consequently, you might pay higher commissions or transaction costs than otherwise would be the case.
Strategic Business Interests
Fidelity Custody and Clearing provides custody of cash and securities, electronic funds transfers, dividend
postings and retirement accounts for no fees. Fidelity does charge the client fees for some transactions
and certain other services. In exchange for these transaction and service fees, Fidelity provides Advocacy
Wealth with data from markets, research, client data and other services. It is possible that clients would
pay less in transaction and service fees if Advocacy Wealth were to employ a different platform. When
making a recommendation to a client of where to custody the account, Advocacy Wealth considers many
factors, especially safety and security, not just costs. Fidelity Investments, one of the largest providers of
investment services, owns National Financial Services, the clearing agent and custodian that holds client
securities and cash. “SIPC”, the Security Investors Protection Corporation, which in the extraordinarily
unlikely event that Fidelity and National Financial were to fail, would protect cash and securities up to
$500,000 – similar to the way the FDIC (Federal Deposit Insurance Corporation) protects bank accounts
when a bank fails. National Financial has $1 billion in aggregate excess SIPC coverage, and is a preferred
custodian. The excess SIPC coverage has no per-customer dollar limit on coverage of securities, but there
is a per-customer limit of $1.9 million on coverage of cash. Neither coverage protects against a decline in
the market value of securities, nor does either coverage extend to certain securities that are considered
ineligible for coverage. However, this coverage is the maximum excess of SIPC protection currently
available.2
Forge Consulting, LLC’s Financial Consultants frequently recommend custody and administration of a trust
by Legacy Enhancement, Inc. which is a not-for-profit institution operating as a pooled special needs trust
under 42 U.S.C. §1396p(d)(4)(C) or as a pooled trust for the benefit of minors. Advocacy Wealth currently
manages investments in these trusts under a delegated investment authority for each pool. It is possible
that additional relationships could be established in similar fashion with other trusts operating under 42
U.S.C. §1396p(d)(4)(C), causing similar conflicts of interest. Advocacy Wealth affirms its duties as a
fiduciary to act in all clients’ best interests.
Forge Consulting, LLC Financial Consultants often will recommend another trustee other than Advocacy
Trust or Legacy Enhancement. Those Trustees are other trust companies or corporate fiduciaries, who
2 https://www.fidelity.com/why-fidelity/safeguarding-your-accounts
21
could be the attorney who drafted the trust. In many such cases, Advocacy Wealth will manage the
investments in the trust. Again, Advocacy Wealth affirms its duties as a fiduciary to act in the client’s best
interests.
Item 13 – Review of Accounts
For those clients to whom Advocacy Wealth provides investment supervisory services, account reviews
are conducted on an ongoing basis. Such reviews are typically conducted by the Financial Advisor, who is
an Investment Adviser Representative, or by a professional to whom the review has been delegated. We
designate our Investment Advisory Representatives as “Financial Advisors” because the advice they
deliver is not limited solely to investments. All investment advisory clients are encouraged to discuss their
needs, goals, and objectives with their Financial Advisors and to keep their Financial Advisors informed of
any changes. Financial Advisors shall seek to contact ongoing investment advisory clients at least annually
to review its previous services and/or recommendations and to discuss the impact resulting from any
changes in the client’s financial situation and/or investment objectives. You agree to inform the firm
promptly of any material changes in your financial circumstances that might affect how your assets should
be invested. Please contact your Financial Advisor concerning the management of your account(s). Item
16 contains information regarding the custody reports provided.
Additional account reviews can be triggered by potential change (beyond client's needs) including changes
in general economic and market conditions, analyst reports, company news and interest rate movement.
There is no limit to the number of accounts assigned to any particular reviewer, though we target a
maximun of 150 relationships per Financial Advisor.
Item 14 – Client Referrals and Other Compensation
While Advocacy Wealth does not provide cash compensation for client referrals, it does provide
sponsorship and entertainment benefits to induce referrals, either directly or indirectly, through its
affiliates. The Forge Companies and its subsidiaries sponsor events staged by organizations of trial
attorneys. Advocacy Wealth and Advocacy Trust sponsor events staged by organizations of elder law,
estate and trust attorneys. Meals and entertainment may be provided by any of the affiliates either
concurrently with a sponsored event or in separate meetings. The Forge Companies and its subsidiaries
receive casework from the individual attorneys who belong to the trial attorney associations. Advocacy
Wealth and Advocacy Trust receive casework from elder law, estate and trust attorneys who may belong
to a sponsored association that The Forge Companies did not originate. Advocacy Wealth has received
referral fees in the past from trustees recommended to the client by Advocacy Wealth, but where
Advocacy Wealth does not provide investment advice.
Incentive Compensation
Forge Consulting, LLC is paid a commission and, if earned by doing a high enough volume of business, an
incentive cash override and incentive business trips for placing insurance policies. Those incentives are
paid by either the insurance company that issues the policy involving you or the Insurance Marketing
Organization (“IMO”) that aids us in processing the insurance business. There could be a conflict of interest
if certain performance targets were close to being achieved which would trigger payment to Forge
Consulting, LLC of either additional compensation or travel awards, or both. The partners and others could
push and influence to achieve those targets. The compensation system is designed to mitigate such
22
influence were it to occur. Both Advocacy Wealth and Advocacy Trust are fiduciaries and regular company
training reinforces the requirement to always put the client’s best interests first.
The IMO also issued credits based on the amount of premium placed through them that could be (and
were) used for marketing materials such as brochures, logo stamped merchandise, and video production.
The Forge Companies’ Marketing Department determined the best use of those credits, some of which
benefited Advocacy Wealth (e.g., the IMO produced three-ring binders branded with logos with section
tabs to hold monthly statements and other documents for Advocacy Wealth clients). Many of the clients
who purchase insurance products through the IMO from Forge also have accounts managed by Advocacy
Wealth. The credit program ended in 2023 and was replaced with cash considerations instead, to accrue
going forward. Again, regular company training reinforces the requirement to always put the client’s best
interests first.
‑
Forge Consulting receives referral compensation from Legacy Enhancement Trust, a pooled trust service
provider, in connection with referrals made to it. Advocacy Wealth does not receive any portion of this
making process. Advocacy Wealth,
referral compensation and is not involved in the referral decision
however, is hired by Legacy to provide investment management services on behalf of the trust funds they
administer.
Given the above, this arrangement presents a potential conflict of interest because Advocacy Wealth and
Forge Consulting are under common ownership and receive fees – indirectly or directly. Advocacy Wealth
addresses this conflict by maintaining policies and procedures designed to ensure that advisory
recommendations, client acceptance decisions, and the provision of advisory services are made in the
best interests of clients and are not influenced by affiliated referral arrangements.
Advocacy Trust maintains a referral arrangement with Cerity Partners, an independent registered
investment advisory firm, pursuant to which Advocacy Trust pays referral compensation to Cerity Partners
in connection with referrals made by Cerity Partners. Advocacy Wealth Management does not pay any
referral compensation to Cerity Partners, does not receive any portion of such compensation, and is not
involved in the referral decision
making process.
‑
This arrangement presents a potential conflict of interest because Cerity Partners has a financial incentive
to refer prospective clients to Advocacy Trust based on referral compensation received, and Advocacy
Trust is an affiliated business of Advocacy Wealth Management through common ownership and control.
Advocacy Wealth Management addresses this potential conflict by maintaining policies and procedures
reasonably designed to ensure that its advisory recommendations, client acceptance decisions, and the
provision of advisory services are made in the best interests of clients and are not influenced by referral
arrangements involving affiliated entities.
Item 15 – Custody
Clients should receive statements at least quarterly from the qualified custodian that holds and maintains
your investment assets. Advocacy Wealth urges you to review carefully such statements and compare the
official custodial records to any account statements or reports that we provide you. Information we
provide could vary from custodial statements based on accounting procedures, reporting dates, or
valuation methodologies of certain securities.
23
Because Advocacy Wealth believes it has custody as defined by its regulator, we engage a Public Company
Accounting Oversight Board registered auditor to conduct a surprise audit of our clients’ cash and security
holdings annually. This audit is filed with the Securities and Exchange Commission as Form ADV-E and can
be found on the Investment Adviser Public Disclosure website:
https://www.adviserinfo.sec.gov/Firm/141943.
Item 16 – Investment Discretion
Advocacy Wealth can and does receive discretionary authority from the client (with only a few exceptions)
at the outset of an advisory relationship to select the identity and amount of securities to be bought or
sold. In all cases, discretionary authority must be authorized by the client in the written advisory
agreement and such discretion is to be exercised in a manner consistent with the stated investment
objectives for the particular client account. When selecting securities and determining amounts, Advocacy
Wealth observes the investment policies, limitations and restrictions of the clients advised. Investment
guidelines and restrictions must be provided to Advocacy Wealth in writing.
Item 17 – Voting Client Securities
As a matter of firm policy and practice, Advocacy Wealth will vote proxies on behalf of advisory clients,
except for self-directed accounts or where Advocacy Wealth does not have authority. Advocacy Wealth
has the responsibility for receiving and reviewing proxies for any and all securities maintained in client
portfolios held in custody by National Financial Services and forwarded to Broadridge’s ProxyEdge service.
Advocacy Wealth will make voting decisions on voting of proxies in accordance with our guidelines (as
amended from time to time) which are available upon request. At least one member of the Proxy
Committee will make proxy voting decisions within the framework established by our guidelines. In some
instances, votes may be automated via a third party provider with the instructions based on the
guidelines. You may request how we voted your shares.
Proxies for trusts for which Advocacy Wealth is the investment manager are received, reviewed and voted
by the trustee, unless the trustee delegates review and voting to Advocacy Wealth.
In addition, Advocacy Wealth will take any action through its vendor Broadridge with respect to any
securities held in any accounts that are named in or are subject to class action lawsuits. Clients retain the
right at all times to vote their proxies or act on a class action lawsuit directly on their own by notifying
Advocacy Wealth.
Item 18– Financial Information
Registered Investment Advisers are required to provide you with certain financial information or
disclosures about Advocacy Wealth’s financial condition. Advocacy Wealth has no financial commitment
or current liability that impairs its ability to meet contractual and fiduciary commitments to clients and
has not been the subject of any bankruptcy proceeding. Advocacy Wealth does not require prepayment
of fees from clients.
24
Additional Brochure: MONTAG & CALDWELL, AN ADVOCACY WEALTH COMPANY FORM ADV PART 2A (2026-03-30)
View Document Text
Part 2A of Form ADV: Firm Brochure
Item 1:
Cover Page
MONTAG & CALDWELL,
An Advocacy Wealth Company
3455 Peachtree Road, N. E.
Suite 1500
Atlanta, Georgia 30326-3280
(404) 836-7141
Rebecca M. Keister
Chief Compliance Officer
www.montag.com
March 27, 2026
This brochure provides information about the qualifications and business practices of Montag &
Caldwell, an Advocacy Wealth Company. Advocacy Wealth is registered as an investment adviser
with the United States Securities and Exchange Commission. Such registration does not imply a certain
level of skill or training. If you have any questions about the contents of this brochure, please contact
us at 404-836-7141 or rkeister@montag.com. The information in this brochure has not been approved
or verified by the United States Securities and Exchange Commission or by any state securities
authority.
Additional information about Montag & Caldwell, an Advocacy Wealth Company, also is available on
the SEC’s website at www.adviserinfo.sec.gov.
1
Item 2: Material Changes
The information provided below highlights the material changes since the last annual update of our
brochure, dated March 25, 2025.
The parent company of Advocacy Wealth Management (“AWM”), The Forge Companies LLC
(“Forge”), has received a significant growth equity investment from funds managed by TA Associates
Management, L.P. (“TA”), an established private equity firm out of Boston, Massachusetts. Please see
Item 10 for additional information about TA.
Within Item 4, we updated the business history of the Firm and information on Client Assets Under
Management.
2
Item 3:
Table of Contents
Item Number
Beginning on Page
Item 4
Advisory Business .............................................................................................4
Investment Advisory Services
• History of the Firm
•
• Wrap-Fee Programs
• Unified Managed Accounts
• Client Assets Under Management
Item 5
Fees and Compensation .....................................................................................7
Item 6
Performance-Based Fees and Side-by-Side Management .................................8
Item 7
Types of Clients .................................................................................................9
Item 8 Methods of Analysis, Investment Strategies, Sell Disciplines
and Risk of Loss ..............................................................................................10
Item 9
Disciplinary Information .................................................................................17
Item 10 Other Financial Industry Activities and Affiliations .......................................18
Item 11 Code of Ethics, Participation or Interest in Client Transactions
and Personal Trading .......................................................................................19
Item 12 Brokerage Practices .........................................................................................21
• Broker Selection and Trade Allocations
• Best Execution
• Trading Errors
• Soft Dollars
Item 13 Review of Accounts .........................................................................................23
Item 14 Client Referrals and Other Compensation .......................................................24
Item 15 Custody ............................................................................................................25
Item 16
Investment Discretion ......................................................................................26
Item 17 Voting Client Securities ...................................................................................27
Item 18
Financial Information ......................................................................................29
3
Item 4:
Advisory Business
History of the Firm
Montag & Caldwell, an Advocacy Wealth Company, has over 75 years of experience offering
professional investment management services. The story of the “Montag & Caldwell” brand name
traces its roots back to 1945, when Louis A. Montag started one of Atlanta’s earliest independent
investment advisory firms. The current brand name of “Montag & Caldwell” was adopted in 1956.
Effective August 1, 2024, Montag & Caldwell operates as a distinct brand/ business unit within
Advocacy Wealth Management, LLC, an SEC-registered investment adviser, pursuant to the terms of
an asset purchase agreement. Advocacy Wealth was founded in 2007. The Forge Companies, LLC
(“Forge”) is the sole manager of Advocacy Wealth. TA Forge Aggregator indirectly controls Forge.
Hereafter, “We” and “our” refer to Montag & Caldwell. Information about Advocacy Wealth may be
found in their separate Brochure, which we will provide upon request, or can be accessed as
mentioned earlier at the SEC’s website https://adviserinfo.sec.gov/.
Investment Advisory Services
M&C’s principal service is investment counseling. We manage Client portfolios and advise on
investments in equity and fixed income securities. For some portfolios (including asset allocation), we
also advise on the use of exchange-traded funds (ETFs) and mutual funds. We provide specific
investment advice solely based on our investment process and investment objectives and guidelines
provided by our Clients.
M&C’s investment approach generally involves selecting securities according to the investment
disciplines of each respective investment strategy and including those in strategy-specific Model
Portfolios. Please see Item 8 of this brochure for further information on our investment strategies. It is
possible that different strategy Model Portfolios could hold the same security Also, there could be
differing recommendations for those securities in the Model Portfolios. Client portfolios typically
mirror the applicable Model Portfolio, limited only by a Client’s particular restrictions or circumstances.
We typically select stocks for the Model Portfolios from the publicly traded largest capitalized U.S.
companies as well as the largest capitalized foreign companies (often in the form of American
Depository Receipts or “ADRs”). All securities we select for our Model Portfolios are listed on U.S.
or foreign stock exchanges.
While we generally do not make investment decisions based on tax considerations, we are sensitive to
the tax implications associated with individual, trust and corporate Client accounts. For all Clients,
although the investment decisions are of most importance, we will make an effort, when possible, to be
flexible in the execution of trades for taxable accounts and may retain low basis names that are not in
our model portfolios.
All investment counsel Clients retain M&C by entering into a written agreement for either discretionary
or non-discretionary services. (M&C has discretionary authority if it is authorized to decide which
securities to purchase and sell for a client.) This agreement may be terminated by either party with
written notice according to the terms of the agreement.
4
Wrap-Fee Programs
In some instances, we provide investment advice under a wrap-fee program (in which an account at
times may be referred to as a Separately Managed Account or SMA) where a broker-dealer or other
financial institution sponsor 1) recommends us to a Client, 2) pays our management fees for the Client,
3) executes the Client’s trades without commission charges, 4) monitors our performance, and 5) may
also act as custodian, or provide some combination of these or other services - - all for a single fee. The
wrap-fee sponsor, rather than M&C, provides reports to wrap-fee Clients.
The M&C investment strategy for wrap-fee accounts is the same as that for non-wrap separately
managed accounts. In considering such a program, a Client should understand that in a wrap-fee
program we do not have the ability to negotiate brokerage transaction commissions with the sponsor.
We effect trades “net”, and a portion of the wrap-fee is usually considered to cover the commission
cost.
We will trade only with the designated broker for wrap-fee program Clients since the Client is required
to pay all costs associated with trades executed through broker-dealers other than the designated broker.
We expect the designated broker to make diligent efforts to seek to obtain best execution. Please see
Item 12 of this brochure for further information on our brokerage practices.
A Client considering entering such a program should consider portfolio activity, custodial or any other
services provided, the value the Client places on performance monitoring by the wrap-fee program
sponsor and whether the wrap-fee could exceed the cost of these services if provided separately and
M&C were free to choose broker-dealers to execute the Client’s trades.
Specific information on the wrap-fee programs is available in each wrap-fee program sponsor’s
brochure.
With regard to the record keeping requirement of the Investment Advisers Act of 1940 (“Advisers
Act”), in most cases the wrap-fee program sponsor will be the primary record keeper of our wrap-fee
Client records. We have been assured by our wrap-fee program sponsors that all such records will be
made available upon request. In some cases, we do have electronic access to and do maintain some
wrap-fee program Client records. In other cases, wrap fee sponsors provide their performance data to
us for their wrap-fee Clients through their applications or systems of record. M&C uses this data in
other performance databases employed by the Firm to produce reports.
Unified Managed Accounts
We also provide investment advice as part of a Unified Managed Account (“UMA”) program
arrangement. In such an arrangement, multiple advisers provide portfolio models to an overlay
manager, appointed by the bank, broker-dealer or other financial intermediary sponsor of the UMA
program. In some cases, the sponsor and overlay manager may be the same entity. The overlay manager
executes investment decisions across the sponsor’s customer portfolios based upon the investment
advisers’ models. This type of program seeks diversification through asset allocation, typically for
customer portfolios with lower minimum asset levels.
In UMA program arrangements, we provide an updated M&C portfolio model to the overlay manager
of each UMA program on an agreed upon, periodic basis which may vary from UMA program to UMA
program depending upon the terms of our agreement with the particular UMA program sponsor. M&C
rotates the release of the updated model portfolio either before or after orders are placed for M&C’s
discretionary Clients and also rotates the order of submission within the UMA group. We typically do
not have investment discretion in any UMA program, and it is the sole responsibility of each UMA
5
program’s overlay manager to make investment decisions for their respective UMA program customer
accounts. The overlay manager of each UMA program may elect not to follow our provided Model
Portfolio(s) in whole or in part. As a result, the investment performance of a particular UMA program
customer account may differ from the investment performance of other portfolios of M&C Clients in
the same strategy.
In most instances we will not maintain UMA program customer records, nor will we have access to the
identity of a UMA program’s customers. Customers participating in a UMA program are not Clients
of M&C. Additionally, UMA program customer accounts may be positively or negatively impacted if
companies of the securities included in the Model Portfolio(s) we provide to the overlay manager release
important or material information before the UMA program overlay manager has finished trading those
securities for their customers’ accounts. For a more detailed description of a particular UMA program,
please refer to the Form ADV provided by the UMA program sponsor.
Client Assets Under Management
As of December 31, 2025, Advocacy Wealth held $3,139,118,792 in discretionary assets and
$105,775,411 in non-discretionary assets under management.
Of these amounts, the value of Client assets managed on a discretionary basis in Montag & Caldwell
branded investment strategies amounted to $576,744,167 and $12,905,981 in non-discretionary assets
under management.
Combined assets in the UMA programs to which we provide our Model Portfolio(s), as of December
31, 2025 amounted to $65,430,344. As these assets are not Client assets, they have not been disclosed
in Form ADV Part 1A.
6
Item 5:
Fees and Compensation
Our compensation for services is calculated and paid according to a schedule of fees agreed upon
between M&C and the Client. Generally, an account’s schedule of fees is based upon a percentage of
assets under management. We generally invoice fees for payment quarterly in advance (for the
upcoming quarter), although Clients have the option to request to pay fees quarterly in arrears (for the
past quarter). We apply the relevant schedule of fees to the fair market value of an account’s assets, as
we reasonably determine, on the last business day of each billing period. Some Clients’ fees are based
on daily valuations. If a Client terminates the account with us, we will prorate any fees paid in advance
to the date of termination specified in the Client’s notice of termination and will promptly refund any
unearned portion to the Client.
For Montag & Caldwell Client portfolios invested in one of our Growth Equity investment strategies
or our predominantly ETF-holdings GTAM strategy, we compute the market value of these Client
account held securities that are listed on a national securities exchange by valuing the security on the
valuation date using the price reported on the Orion Portfolio Accounting System, which prioritizes
Clients’ respective custodian feed pricing as the primary price source, with the Orion Price acting as
the secondary (backup) source, which may be a “plurality price” (i.e., the most common price among
custodians for the day) or an averaged price across multiple custodians.
For Montag & Caldwell Client portfolios invested in one of our Balanced or Fixed Income investment
strategies, we rely on the price reported on the Orion Portfolio Accounting System; however, in an
effort to standardize the bond/fixed income pricing across our client portfolios, we have employed a
custom price feed hierarchy which overrides Orion's default settings, whereby all our Balanced and
Fixed Income investment strategies will read pricing from the same select list of custodians feeding to
Orion that we have chosen and in the same order of priority that we have instructed. The Orion Price
remains the final option in the hierarchy list.
Montag & Caldwell does not engage in an independent valuation of Client account assets, instead
relying on valuations provided by the Orion Portfolio Accounting System and the respective underlying
custodial data feeds Orion receives.
The pricing source used for the portfolio valuation determines the Advisory Fee charged to the client.
Using a price other than the Clients' respective custodian's may result in a different market valuation
and fee than if the Clients' respective custodian's price was used. If requested by a Client, we will
calculate compensation for services based on the value determined by the Client’s custodian on the last
day of each period. A Client may authorize us either to bill its custodian for fees or to bill the Client
directly; however, M&C will not actually deduct fees from a Client’s assets.
Although we generally require a minimum annual fee and adhere to a schedule of fees, we may, in our
sole discretion, agree to a fee different from the annual minimum or standard schedule of fees.
Clients will also incur fee charges by the custodian of the Client’s assets as well as brokerage and other
transaction costs, as described in Item 12 of this brochure. Some broker/dealer custodians charge
additional fees for transactions we execute with other brokers. Asset allocation portfolios will also
incur fees and expenses for ETFs or mutual funds as described in their respective prospectuses.
7
Item 6:
Performance-Based Fees and Side-by-Side Management
Performance-Based Fees
We do not currently advise any accounts with performance-based fees.
Side-by-Side Management
We trade and monitor performance of all Client accounts in the same manner, without regard for fee
structures. The controls in place to ensure fairness include:
• Managing all accounts alike. For each M&C product, we implement the buy/sell decisions of the
strategy’s Investment Team or lead portfolio managers similarly across all accounts, so the
portfolio composition of an account is similar to the portfolio composition of the applicable M&C
Model Portfolio and other accounts invested in the same strategy, allowing for Client restrictions
or circumstances. Deviations from the Model Portfolio due to Client environmental, social or
governance restrictions can occur only if written instructions have been received from the Client.
In some instances and in response to Client request, an appropriate substitute investment may be
recommended by Research. Our portfolio managers review Client holdings no less than weekly
for conformance with the decisions of the particular Investment Team or lead portfolio managers.
Security changes to our M&C Model Portfolios are known as “program” transactions. These buy
or sell decisions for each Model Portfolio are optimized by our Trading department and applied
across all of the managed accounts over which we have discretion and/or trading authorization.
• Compensation structure. Portfolio manager compensation structure is not based on the
performance of individual accounts or on the value of assets held in the Clients’ portfolios although
some portion of their compensation may result from incentives paid for previously developed new
business. See Item 14 of this brochure for further information about Compensation. Rather we
compensate employees on the performance of the Firm as a whole, as well as individual job
performance, which removes the potential incentive for portfolio managers to favor one Client
account over another.
• Cross-trades. As a matter of policy, we do not transact cross trades in Client portfolios.
•
Investment opportunities. Also as a matter of policy, we do not invest in limited availability
investment opportunities, such as IPOs or private placements, for any Client portfolios.
• Trade allocations. We have in place written policies and procedures that are reasonably designed
to allocate investment opportunities across our Clients’ accounts on a fair and impartial basis, to
ensure that no Client is advantaged or disadvantaged over another. This would include the
allocation of transactions for any and all M&C proprietary accounts. Please see Item 12 of this
brochure for further information on our brokerage practices.
8
Item 7:
Types of Clients
M&C serves a range of institutional and individual Clients through separate accounts. We are
experienced in working with retirement plans, endowment funds and foundations, state and local
governments, hospitals, insurance companies and credit unions, and Taft-Hartley funds.
The minimum asset value for an individual or institutional M&C brand large cap growth, mid cap
growth, thematic growth, balanced or fixed income separately managed relationship is $1 million. The
minimum asset value for an individual or institutional M&C brand Global Tactical Allocation Model
portfolio is $100 thousand. In our sole discretion, we may accept accounts under the stated minimums.
9
Item 8: Methods of Analysis, Investment Strategies, Sell Disciplines and Risk of Loss
Methods of Analysis
For our M&C Growth strategies (large cap, mid cap, and thematic), M&C’s stock selection process
relies on the analysis of our research team, which is led by Chief Investment Officer M. Scott
Thompson, CFA. Our research analysts use the valuation and earnings momentum data generated
through their inputs to our stock selection models and fundamental research to develop specific
investment recommendations, used in part or in whole depending upon the particular strategy.
Our process for ranking a stock’s relative attractiveness is entirely proprietary. The models we use
cannot be purchased from third-party providers. However, we do use inputs generated from a variety
of external sources.
The key inputs to our internally published research reflect the fundamental conclusions of our analysts
as well as estimates and assumptions for 1) estimated near-term earnings per share, 2) estimated long-
term earnings per share growth rates, 3) normalized earnings per share, and 4) dividend payout ratio.
These estimates are linked to historical earnings data and to an appropriate discount rate, which we
determine using our proprietary method of scoring historical financial data. These assumptions
generate valuation and relative earnings momentum data. This earnings momentum data is grouped
into deciles via our internal software. These sorts (along with other investment considerations such as
tentative conclusions about evolving changes in an industry’s structure) prompt our analysts to explore
potential investments based on the relative attractiveness of a company’s earnings momentum and
valuation at a particular time.
We perform fundamental analysis that supports our valuation inputs for all companies that meet our
initial market capitalization, growth and quality criteria. Such analysis includes evaluation of a
company’s 1) management, 2) products, 3) distribution channels, 4) industry position, 5) cash
generation, and 6) many other factors, along with an assessment of the effects of global and domestic
macroeconomic events upon a company’s earnings and growth rates.
In our fundamental analysis we utilize a number of resources including:
• Company-published data such as annual and quarterly reports filed with the SEC.
• Historical company and industry data available from sources such as Value Line, FactSet, and
Standard & Poor’s.
• Discussions with company management or investor relations representatives (including in-person
meetings with top management, facilitated by our location in a leading financial center but also in
other venues such as company-sponsored field trips and sell-side hosted industry conferences).
• Background discussions with economists and industry-appropriate professionals.
• Extensive company and industry data available from national brokerage firms and independent
sources.
• Government-released data relating to macroeconomic variables and industry data (i.e.,
Department of Energy for energy, Federal Reserve Bank for bank industry data, etc.).
Through FactSet, an online financial information service, M&C analysts have timely access to current
economic and company news and published sell-side analyst reports and notes. More detailed company
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and industry data is available in brokerage firms’ published reports, which we can also access
electronically via FactSet. In addition, some of these firms’ analysts, who typically cover a small group
of companies in a single industry, are available to our analysts both for timely answers to company
specific questions and for broader discussions about industry issues. In the process of developing a
buy or sell recommendation, M&C analysts typically consider a wide range of opinions from sell-side
analysts on a particular stock.
On the research front, we have created an interactive, proprietary database to house all of our valuation
and earnings inputs. This database, named CORE or Collaborative Online Research Engine, allows
the analyst to see in real-time the impact of changes made to assumptions in a stock’s earnings, growth
rate, dividend policy, or discount rate. CORE maintains updates in real time. All reports can be viewed
online at any time. CORE also allows the analyst much more flexibility in screening our stock universe.
For example, an analyst can sort his or her coverage universe in a variety of fashions – such as by
valuation, earnings momentum, annual earnings growth, etc. With CORE our analysts and portfolio
managers have the ability to screen and sort our entire investable universe on a wide variety of data
items stored in our database. Because CORE is maintained in the cloud, our Investment Team has
access to this data at any time, either at the office or remotely via a web browser on any internet
connected device.
M&C believes that good investment returns are derived from the competent, disciplined, fundamental
analysis of individual securities, performed by experienced professionals operating as a team. For each
M&C product, our Investment Teams, composed of experienced investment professionals or lead
portfolio managers, establish the investment strategies and review the securities to be bought or sold.
Portfolio managers manage Client portfolios within the parameters established by the particular
Investment Team or lead portfolio managers, with exceptions for Client restrictions or circumstances.
Investment Strategies
Growth Portfolios
We are long-term, high quality investors focusing on growth opportunities. Our flagship product style
is large cap growth. The investment process is primarily bottom-up in which we interrelate valuation
with earnings momentum. Our strategy uses a present value model in which the current price of the
stock is compared to the risk-adjusted present value of the company’s future earnings stream.
The identification of appropriate stocks for consideration in our large cap growth product begins with
a broad universe of stocks. We then screen this universe for market capitalization of at least $10 billion,
an expected 10% long-term earnings growth rate, and a proprietary quality evaluation. The resulting
universe of common stocks is then processed through our proprietary earnings and valuation models.
Analyst judgment, based on qualitative factors and strong financial characteristics, further narrows the
universe to a select list of focus stocks, upon which more rigorous due diligence is performed. Our
objective is to identify high quality, large cap growth stocks that are selling at a discount to our estimate
of intrinsic value and are expected to exhibit above-median near-term relative earnings strength.
The mid cap growth strategy extends our equity capabilities into the mid cap asset class while
leveraging the strength of our resources and our time-tested, fundamentally driven investment process.
As with large cap, the mid cap equity selection process is a growth approach focusing on high quality
companies. It employs the same bottom-up process in which we interrelate valuation with earnings
momentum, but focuses on identifying investment candidates within the range of market capitalizations
of companies encompassing the 201st largest company traded on U.S. stock exchanges and the 1000th.
Our objective is to identify high quality, mid cap growth stocks that are selling at a discount to intrinsic
value and are expected to exhibit above-median near-term relative earnings strength.
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The thematic growth strategy is a concentrated growth strategy, primarily, although not exclusively,
derived from our large and mid cap growth strategies. This strategy focuses on those industries and
companies that we believe have the strongest secular growth trends. The strategy focuses on those sectors
or industries identified in our fundamental work that offer strong growth potential over the next 3-5 years
based on factors such as, but not limited to, new product cycles, new and emerging technologies, and/or
changes in consumer behaviors. On a bottom up basis, the manager assembles a concentrated portfolio
of stocks that best capitalize on the identified trends. Secondarily, the strategy will favor those companies
that rank highly within the firm’s proprietary financial quality scoring process.
For the above mentioned M&C growth strategies (large cap, mid cap, and thematic), our analysts follow
these stocks closely, regularly assessing their valuation and relative earnings growth. We typically
initiate a position in a stock that is trading at a discount to our estimate of its intrinsic value. We
compute this using a modified present value model that incorporates our analysts’ assumptions for
normalized earnings, secular earnings growth rate, dividend payout ratio, and an assigned stock specific
risk-adjusted discount rate.
The valuation model is a dynamic process in which the earnings base is adjusted each quarter. In
addition, annually we re-evaluate the fundamental attributes that contribute to the risk-adjusted
discount rate for each company and do so more frequently if market, industry, or specific company
issues so demand. Daily we update our internal database that shows and sorts valuation and earnings
momentum data.
We consider above median relative earnings growth to be a primary catalyst driving share price
appreciation. We determine this measure by comparing estimated and historical six-month annualized
earnings growth to other companies in our universe and subsequently ranking companies by decile.
Fixed Income Portfolios
M&C employs an active, yet conservative, approach to the management of fixed income portfolios.
We construct portfolios taking into consideration the benchmark index, which at the current time
includes the ICE BofA US Corporate and Government Index and the ICE BofA 1-10 year US Corporate
and Government Index, as well as Client guidelines. Our objective is to provide an above market return
while assuming less credit risk than the market, and without excessive activity.
We seek to accomplish this through actively managing and adjusting weighted average duration targets,
and by changing the sector weights within the portfolio among government, corporate, mortgage-
backed, asset-backed and other fixed income investments, according to our outlook. The Investment
Team determines the outlook for the economy and interest rates through an analysis of the business
cycle. Federal Reserve policy, GDP growth, inflation rate expectations, the unemployment rate,
exchange rates, industrial production and capacity utilization are factors influencing the duration
decision. We implement our duration decisions within a normal limit of +/- 20% of the benchmark
index. Large percentage moves are avoided, with a typical change of 3%.
We conduct an analysis of the yield curve to implement the duration distribution decision. By also
analyzing the expected total return of a bond portfolio within a range of possible interest rate
movements, we attempt to maximize our probability of success in structuring portfolios to outperform
the market with lower risk over a complete interest rate cycle. We may under- or overweight various
points along the yield curve versus the index based upon a relative rich/cheap analysis. The historical
shape of the yield curve in the context of the current stage of the business cycle plays a role in this
analysis. We do not utilize strict barbell/bullet strategies, as a percentage of our portfolios will always
be maintained in the middle of the yield curve. However, if we anticipate a flattening of the yield
curve, with long rates falling, a barbell strategy will be utilized, to the extent that we will underweight
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the middle of the curve. Conversely, if we anticipate a steepening of the yield curve, a bullet strategy
will be employed.
Balanced Portfolios
Balanced portfolios are composed of equity and fixed income. The equity portion of the portfolio is
generally the driving force behind performance, while the use of high quality bonds diversifies the
portfolio for capital preservation and helps to mitigate portfolio risk.
Holdings in the equity segment of separately managed balanced portfolios typically mirror one of our
M&C growth equity strategies, allowing for Client restrictions or circumstances. For the fixed income
segment, we emphasize positioning along the yield curve and sector weightings and manage risk by
changing the maturities and sector emphasis of the portfolio over time.
We determine the appropriate asset mix among cash, equities, fixed income, ETFs and mutual funds
through consultation with the Client concerning the Client's risk tolerance, income needs, and growth
objective. We make minimal shifts around the Client’s strategic target asset allocation based upon the
Investment Team’s outlook for the equity and fixed income markets, reflecting our judgment of the
relative attractiveness of common stocks to other assets. Among the factors we consider are the
economic environment, financial market valuation, economic and investor liquidity, and investor
sentiment. We evaluate both short and long-term outlooks.
Asset Allocation Portfolios
The M&C Global Tactical Allocation Model (GTAM) Investment Team constructs Client portfolios
using a hybrid approach of a top down macro view that emphasizes business cycle dynamics, coupled
with fundamental and qualitative insights from decades of managed money experience. The team
begins with a strategic allocation model that incorporates long-term capital market assumptions for
different asset classes and geographies. This allocation is designed to represent a portfolio that
compensates the investor for systematic market risks (risks that can’t be diversified away). The
strategic allocation is represented by the strategy’s benchmark.
The Investment Team will then make both short and intermediate term tactical adjustments relative to
the strategic allocation to capitalize on market opportunities, or to avoid near-term risks. The Team
monitors a variety of macroeconomic data points to assess where we are in the business cycle; we
incorporate changes in monetary policy to our assumptions and a variety of valuation metrics and
growth assumptions as well as technical and sentiment indicators. By managing the portfolio’s active
risk, we believe we can achieve stronger risk-adjusted relative performance.
Sell Disciplines
M&C’s primary sell disciplines are summarized in the bullets below. Generally, if a company’s results
remain consistent with our forecast, we could hold the position for a number of years. However, if a
security becomes excessively valued or if we foresee a slowdown in earnings momentum, we could
take profits. For most M&C growth strategies, we would also reduce a position when it significantly
exceeds 5% of the equity portion of a portfolio or its weighting in the benchmark, whichever is greater.
On occasion, in taxable accounts we might reduce a position for tax reasons.
Growth Equity
• Achieve the target price: We will review a holding for probable sale when it reaches our target
price ratio, which is normally 120% of our determination of its fair value. Trimming the position,
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rather than total sale, might be the decision in the case of a high-growth company with rapidly
compounding earnings.
• Earnings disappointment: For M&C large cap growth and mid cap growth, any significant earnings
disappointment will trigger an immediate review of the holding and a decision to “add or sell”.
Since our investment policy centers on positive earnings momentum within a six-month period, we
make “add or sell” decisions within that framework. We may extend this time frame for one quarter
out to nine months, in order to capture exceptionally good value occurring just prior to restored
earnings momentum. Unless we discern visible earnings growth for the next six to nine months
and the valuation is attractive enough to justify adding to positions, we will sell on earnings
disappointments. For M&C thematic growth, given the strategy’s longer-term nature, the earnings
disappointment rule is typically not centered on any afore-mentioned monthly period, but instead
will only be applied if it undermines the intermediate/long-term investment thesis in the context of
the strategy’s 3-5 year view.
In addition to the primary sell disciplines, we may also sell stocks when experiencing weakening
earnings momentum, declining relative price or when we find more attractive alternatives.
Fixed Income
• Bonds may be sold if a company’s credit profile deteriorates, if a bond’s spread to Treasury bonds
is considered too low or in order to adjust the portfolio’s average duration.
Asset Allocation
• The Investment Team uses the same hybrid approach in its sell discipline. The Team monitors any
signs of changes in the long-term secular growth forecasts and relative valuations. Asset classes
become a candidate for sale based on the current position in the business cycle and intermediate
term macro trends. The Team will then sell or trim positions based on changes in near-term
fundamentals towards allocating capital to more compelling investment opportunities.
Risk of Loss
Clients should be aware that investing in securities involves risk of loss that Clients should be prepared
to bear.
Growth Equity
Relative to equity investments, M&C focuses on individual stock/fundamental risk at the portfolio
level. Our Investment Teams or lead portfolio managers for M&C large cap growth, mid cap growth,
and thematic growth (“growth equity strategies”) are responsible for monitoring risk in the portfolios.
We primarily manage risk through our fundamental valuation and quality work at the individual stock
level. We then compensate for the various risk levels of these variables through our stock-specific,
discount rate score. Additionally, we employ sector limits and cap allocations to individual names.
Risk is also controlled through strict adherence to our sell discipline, which requires that we sell or
reduce holdings in names when they reach a 20% premium to our estimate of their fair value.
We do not maintain tracking error targets or excess return targets, nor do we manage our portfolios
relative to beta, information ratio, or other standardized risk measures, as benchmarks themselves can
14
be skewed in irregular market environments. It is an important aspect of our investment process to be
able either to over- or underweight various sectors of the market, based on our bottom-up work on
which stocks will provide the best returns for our portfolios, and not be constrained by strict index
weightings. We are also willing, if we do not find stocks with a combination of valuation and earnings,
to exclude a sector from the portfolio.
That being said, while such standardized risk measures are not explicitly considered as part of our
portfolio construction process, the Investment Teams or lead portfolio managers for our growth equity
strategies are continuously evaluating their respective M&C Model Portfolios, which are implemented
across all fully discretionary accounts (subject to Client constraints and circumstances), and monitoring
the dispersion of portfolio characteristics relative to the target benchmarks, to be sure that our portfolios
are broadly in line with our expectations.
Fixed Income
With regard to fixed income investments, we incur risk in making duration and sector adjustments
around the benchmark indices. There is also a risk of falling prices due to a general rise in interest
rates. We strive to minimize credit risk through our investment process:
• Weighted average portfolio duration is normally limited to +/- 20% of the benchmark index.
• Corporate bonds typically are rated Baa3/BBB- or higher. Asset-backed securities are Aaa/AAA
rated only.
• Excluding Treasuries, the weighting in an issuer is normally limited to 5% of the market value of
the fixed income portfolio.
• We avoid credit risk on the long end by typically limiting corporate and asset-backed securities to
maturities of 10 years or less.
• Portfolios with small market values typically hold only Treasury and agency securities due to
implicit liquidity costs.
• We also analyze our risk along the yield curve by comparing the distribution of our portfolios to
the benchmark indices.
Asset Allocation
With regard to our asset allocation portfolios, we incur risk in making asset allocation decisions, which
may include and are not limited to, asset classes, equity styles, and sectors that are exposed to market
risk through investments in exchange traded funds ("ETFs"). The value of any asset class can decline
for many reasons including, but not limited to, changes in the macroeconomic environment,
unpredictable market sentiment, forecasted or unforeseen economic developments, interest rates,
currency movements, regulatory changes, political developments, or relative country specific domestic
growth rates. In addition, asset allocation selection is augmented by past price performance and
volatility relationships to evaluate both current and future positioning. It is possible that different or
unrelated (historically uncorrelated) asset classes may exhibit similar price changes in similar
directions, which may adversely affect a Client's account, and may become more severe in times of
market upheaval or high volatility. Historical returns, expected returns, or projections based on
historical relationships may not reflect future performance.
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The Global Tactical Allocation Model Investment Team is responsible for monitoring risk in the
portfolios on the whole.
Asset allocation Clients are also referred to the prospectuses of the ETFs in which their portfolios
invest.
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Item 9:
Disciplinary Information
There are no legal or disciplinary events that are material to a Client’s or prospective Client’s evaluation
of M&C’s advisory business or the integrity of management.
17
Item 10: Other Financial Industry Activities and Affiliations
The Montag & Caldwell brand name and substantially all of the client assets previously under investment
management at Montag & Caldwell, LLC became a division of Advocacy Wealth Management, LLC
(herein "Advocacy Wealth"), an SEC registered investment adviser, effective August 1, 2024 pursuant
to the terms of an asset purchase agreement. The Forge Companies, LLC owns 100% of Advocacy
Wealth and 100% of the non-diluted and issued common shares of Advocacy, Inc. which owns 100% of
the shares of Advocacy Trust, LLC. The Forge Companies, LLC also owns 100% of Forge Capital
Services, LLC D/B/A Abacus Advisors as well as 100% of Forge Consulting, LLC.
On January 30, 2026, TA Associates (“TA”) purchased a majority interest in The Forge Companies, the
sole owner of Advocacy Wealth Management LLC. TA is a private equity firm that owns interests in
various portfolio companies across multiple industries. Certain of these affiliates engage in financial or
investment‑related activities. Current known affiliate relationships are:
• Orion Portfolio Solutions, LLC, provides accounting (investment book of record), trading, and
compliance solutions for Advocacy Wealth Management. Orion is considered an affiliate of
Advocacy Wealth Management due to common ownership by TA. Advocacy Wealth
Management pays Orion for these services at market‑based rates. Neither Advocacy Wealth
Management nor its supervised associates receive compensation, referral fees, or other economic
benefits from Orion as a result of client use of Orion’s services.
• Wealth Enhancement Group (WEG), a Registered Investment Advisor, is owned by TA
Associates. WEG and Advocacy Wealth Management offer investment services in overlapping
markets but there are common or shared activities between the advisory groups.
• OMNIA Partners is a group purchasing organization (GPO) owned by TA Associates. The Forge
Companies and Advocacy Wealth Management leverage the purchasing discounts offered for
purchases of equipment and supplies.
This affiliation presents potential conflicts of interest because Advocacy Wealth Management’s owner
has an economic interest in Orion. Advocacy Wealth Management addresses these conflicts by (i)
retaining responsibility for all investment advice and client service decisions, (ii) periodically reviewing
Orion’s services and pricing, and (iii) maintaining policies and procedures reasonably designed to ensure
that the selection and continued use of Orion is based on the best interests of clients.
All Investment Adviser Representatives are Investment Adviser Representatives of Advocacy Wealth,
of which Montag & Caldwell is a distinct brand/business unit.
Advocacy Wealth has entered into agreements with Aperio Group LLC, a wholly owned subsidiary of
BlackRock Inc., and Orion Advisor Technology, LLC, to act as sub-advisors on direct indexing for
greater tax efficiency in certain accounts managed by Advocacy Wealth where the Client has granted
discretionary authority. In December 2024, Advocacy Wealth entered into a similar agreement for the
same sub-advisory service with Fidelity Brokerage Services LLC. Advocacy Wealth will be responsible
for the advisory fee charged by the sub-advisors. Clients will, as is the case otherwise, be responsible
for transaction costs, if any, in addition to their agreed upon investment adviser fee with Advocacy
Wealth. As part of the agreement with Orion, Advocacy Wealth enrolled in a loyalty program that
discounts services provided to Advocacy Wealth by Orion if certain revenue hurdles are achieved. This
loyalty program presents a conflict of interest in that Advocacy Wealth could favor Orion over Aperio
or Fidelity to reduce part of the Orion program’s cost. However, Advocacy Wealth must always put the
client’s best interest ahead of its own, and thus we will choose the provider that fits the overall strategy
best on a client-by-client basis.
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Item 11: Code of Ethics, Participation or Interest in Client Transactions and Personal Trading
As an Advocacy Wealth company, Montag & Caldwell adheres to the Advocacy Wealth Management,
LLC Code of Ethics as amended from time to time, which meets the requirements of Rule 204A-1 of
the Advisers Act and is available upon request. The Code of Ethics governs the investment in securities
by all Access Persons. We consider certain individuals Access Persons since they have available to
them information regarding our investment decisions. Access Persons are permitted to make personal
trades in securities that we recommend to Clients in accordance with the provisions of the Code of
Ethics. The purpose of the portion of the Code of Ethics dealing with Access Persons’ securities
transactions is to assure that those transactions do not conflict with Client investments and, where there
is a need to set priorities, that Clients’ interests come first.
Every Access Person must provide an initial holdings report after the person becomes an Access Person
and then annually thereafter.
Quarterly, each Access Person will receive notification from the compliance system of record of his/her
personal reportable securities transactions on record and complete a certification attesting that it
accurately covers all transactions for the stated time period in all accounts covered by the Code of
Ethics.
M&C maintains a Restricted Stock List which is accessible by all employees within the compliance
system of record’s Personal Trading Portal (“PTP”) and is used in the trade pre-clearance process. We
place a security on the Restricted Stock List when the Research Department makes a recommendation
or when approved by a particular Investment Team or lead portfolio managers or when purchased by a
strategy to take an initial position in a security across all Client accounts, to eliminate a security position
from all Client accounts, or to decrease or increase a security position across all Client accounts in the
product. We also place on the Restricted Stock List securities which are under consideration by the
Research Department, although not yet recommended. Securities for which we take investment actions
remain on the Restricted Stock List for 7 days after the recommended action in Client accounts is
complete. A security which involves a total sale of shares may be removed from the Restricted Stock
List prior to the expiration of the 7 day period if all such shares have been sold from all Client portfolios.
The review period for Code of Ethics compliance of Access Persons’ trading activity in a security for
which M&C investment decisions have been made will include the 7 days prior to the commencement
of the Firm’s investment action.
If an Access Person is considering a personal trade in a security, he/she must first preclear the
transaction within the PTP and then, upon receiving preclearance, promptly execute the transaction with
his or her broker (i.e., the trade may be placed as a day order only). If a security is on the Restricted
Stock List, the Access Person is prohibited from trading in that security or from disclosing that a
security is on the Restricted Stock List. Preclearance will be authorized for securities that are not on
the Restricted Stock List only so long as there are no unexecuted Client orders in the particular security
held by the Trading Desk. The Access Person also must have no knowledge of Client orders in those
securities which will or should be executed on that day.
Access Persons are required to request that electronic feeds from their brokerage accounts be
established to the PTP to provide transaction and holding information for all accounts covered by the
Code of Ethics. If electronic feeds are not possible with a particular broker, each Access Person must
submit copies of reportable transaction confirmations or statements to the Chief Compliance Officer
who will forward the information to the compliance system of record for manual entry.
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Securities not subject to reporting include:
1.
Purchases or sales of shares of mutual funds, with the exception of purchases or sales of shares
of any funds for which M&C or Advocacy Wealth or a control affiliate serves as the investment
adviser or principal underwriter for the fund;
2.
Transactions in units of a unit investment trust if the unit investment trust is invested exclusively
in unaffiliated mutual funds;
3.
Transactions in Certificates of Deposits and other money market instruments (i.e. high quality
short-term debt/fixed income instruments);
4. Shares of money market funds;
5. Transactions and holdings in direct obligations of the United States government (although some
of these may require preclearance as per the Code).
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Item 12: Brokerage Practices
Broker Selection and Trade Allocations
For portfolios under M&C management, we select brokers to effect Client securities transactions unless
the selection is made to follow a Client’s specific directives.
A Client may direct us, in writing, to conduct all or a portion of its security transactions with designated
brokerage firms. Client direction may be to a broker that provides custody or commission recapture
benefits. In the event that a Client directs us to use a particular broker, we may not be able under those
circumstances to negotiate commissions and may not be able to obtain volume discounts. In addition,
under those circumstances a disparity in commission charges may exist between the commissions
charged to Clients who direct us to use a particular broker and other Clients who do not direct us to use
a particular broker. If a Client removes the broker selection decision from us, we can provide no
assurance that we can obtain best execution for the Client.
For separately managed accounts which may otherwise not have an established bank or broker custody
relationship, we may recommend Charles Schwab due to its operational and trading efficiencies.
Charles Schwab is also the recommended custodian for the Asset Allocation Portfolio strategy. While
our Investment Teams or lead portfolio managers may recommend for purchase in Client portfolios the
securities of Charles Schwab, we do not believe that the potential for a conflict of interest exists due to
the size of assets in such accounts versus total assets of Schwab.
We denote security changes to the Model Portfolios as “program” transactions. These buy or sell
decisions are implemented across all of the managed accounts for which we have discretionary
authority and/or trading authorization. Client orders that do not have designated brokerage direction
are known as free/discretionary orders. Some Clients choose to direct their trading activity to specific
broker-dealers, and these are referred to as directed orders. For program transactions, the trader will
normally group orders by custodian; and when all orders have been approved for the particular program
transaction by the Portfolio Manager; the group will be submitted at one time to the executing broker .
While M&C proprietary account transactions will be grouped with other Client account transactions,
M&C will not favor its proprietary accounts in the allocation of transactions and will not subordinate
other Clients’ interests to its own. We will make an effort to ensure a fair and equitable placement of
all orders.
We execute and allocate trades by custodian to get an average price across all participating accounts,
within a given custodian. We rotate the custodian in our trade order to give priority equally across our
custodians. The average prices are then created on a Broker by Broker basis. The rotation and execution
is intended to assure that no Client is advantaged or disadvantaged relative to others.
We utilize the pro rata allocation methodology for all partially filled orders.
Best Execution
In selecting brokers for Client discretionary securities transactions, M&C seeks to obtain the best
available price and execution. We do not, however, base broker selection decisions solely on whether
the lowest possible commission costs may be obtained. Instead, we evaluate market liquidity and the
various brokers as to the services they provide, including their reliability, responsiveness and
trustworthiness, the quality of their research and general economic information, execution capability,
operational capability, and financial condition. We rate these firms as to their performance with respect
to these criteria and attempt to allocate commissions during the year in such a manner that brokers who
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achieve the highest ratings receive a larger proportion of the commissions generated during the year.
We have established an approved broker list which we maintain through joint coordination between
our Research and Trading Departments. The traders’ ability to identify sources of liquidity will
influence the selection of a broker for a particular trade.
Trading Errors
We define a trading error as 1) the failure to implement on a timely basis in a Client portfolio an
Investment Team or lead portfolio manager’s decision with regard to the Model Portfolio unless not
permitted by a Client guideline, restriction or constraint, or 2) implementing an Investment Team or
lead portfolio manager’s decision which is not permitted by a Client guideline, restriction or constraint.
We require that any trading error that may occur in Client accounts be reported immediately to the
Chief Compliance Officer as well as to the Director of Operations, and that any such error be resolved
promptly and, unless deemed immaterial, be communicated promptly to the Client. In every instance,
we will prepare a written explanation detailing the circumstances and outcome of the error. In no case
will we allow a Client account to suffer a loss resulting from a trading error caused by us.
Soft Dollars
Soft dollar practices or arrangements refer to the practice of an investment manager paying brokers for
investment research and other brokerage services, either provided directly by the brokers or by others
(known as third party providers), using commission dollars generated by client transactions. The
research provided may be either proprietary for the broker or acquired externally. Under Section 28(e)
of the Securities Exchange Act of 1934 (“Section 28(e)”), as interpreted by the SEC, investment
managers are allowed to allocate brokerage transactions and to pay for brokerage and research services
through higher commission costs, that is to pay for a bundled transaction which includes both execution
and research costs, so long as the cost is commensurate with the value of research or services received
and such services provide lawful and appropriate assistance in the performance of the investment
decision-making responsibilities.
Subject to meeting the primary objective of best execution, we select for portfolio transactions brokers
which furnish research to us. To the extent permitted by Section 28(e) we may pay a commission on
transactions in excess of the amount of commission another broker might have charged if we determine
that such commission is reasonable in relation to the value of brokerage or research services provided
by such broker, viewed in terms of either the particular account transaction or our overall
responsibilities with respect to the Client. This research information is among many tools used in our
analytical work, as described in Item 8 of this brochure, and in providing advice to Clients.
We obtain research, as permitted under Section 28(e), which may benefit all of our Clients and not just
those Clients that are paying for such research. We do not seek to allocate soft dollar benefits to Client
accounts proportionately to the soft dollar credit the accounts generate. To the extent permitted by
Section 28(e), we do receive some economic benefit as a result of soft dollar arrangements in that we
do not have to produce or pay for the research.
The following research is provided by various brokers through soft dollars:
Economic, Stock & Industry Reports
Proprietary research information
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Item 13: Review of Accounts
M&C assigns each account to a portfolio manager; and at December 31, 2025, there are 4 in that
position. The portfolio manager reviews Client holdings no less than weekly as to their conformance
with the Model Portfolio of the respective strategy.
Monthly performance numbers are reviewed by a designated officer to assure compliance with our
written procedures relating to CFAI GIPS®. Our Procedures Manual requires portfolio managers and
back-up portfolio managers to perform an annual review of their respective Clients’ investment
objectives and guidelines. The number of accounts assigned to each portfolio manager depends upon
the overall number of relationships for each as well as the levels of service required for individual
portfolios. On an annual basis, the Compliance Department will select, unless all of a particular
portfolio manager’s Clients have been recently reviewed, no fewer than one Client account per portfolio
manager to review for compliance with the Client’s investment objectives and guidelines, and to verify
the accuracy of the Client data in our proprietary databases. A report of this review is provided to the
Chief Executive Officer as well as to any other portfolio managers for which information is missing or
incorrect..
According to the Client’s specific requirements we provide monthly and/or quarterly written reports on
their accounts. These reports can include (depending upon the Client’s request) a transaction ledger,
an appraisal of portfolio holdings, a realized gain and loss statement, a performance report, and a
purchase and sale report. In addition to monthly and/or quarterly correspondence discussing the
portfolio and the investment outlook and regularly scheduled Client meetings, we encourage Clients to
consult with us frequently about their portfolios.
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Item 14: Client Referrals and Other Compensation
In accordance with SEC Revised Marketing Rule 206(4)-1, we are allowed to compensate for Client
referrals. Both cash and non-cash compensation must be considered, and the definition and scope of
what constitutes “solicitation” have been expanded. Any arrangements we make for the payment of
any referral fees to a solicitor will meet the requirements of SEC Rule 206(4)-1.
M&C has an incentive plan that can pay ongoing cash bonuses for new business developed by members
of the Firm.
To the extent permitted by Section 28(e) and as described in response to Item 12, M&C has soft dollar
arrangements and does receive some economic benefit as a result of these arrangements.
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Item 15: Custody
M&C does not directly maintain custody or possession of the funds or securities of Clients.
Notwithstanding any language to the contrary within a Client’s agreement with its appointed Custodian,
M&C does not have the authority to direct disbursements from a Client’s account except 1) to settle
transactions, 2) for the payment of management fees, if applicable, and 3) to direct disbursements upon
the written instructions from the Client. As a general rule, M&C does not accept standing letters of
authorization from our Clients to initiate wire transfers to other accounts.
However, we must be reasonably certain that the Client’s qualified custodian provides quarterly
statements directly to them. We have procedures in place to perform due diligence in this regard, and
we also include the following statement on the disclosure page of the appraisals we send to Clients on
a monthly or quarterly basis:
SEC Custody Rule 206(4)-2 encourages the comparison of our account statements with
those received from your custodian. Please contact your custodian if you are not currently
receiving a statement.
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Item 16:
Investment Discretion
M&C’s standard investment management agreement states that we “shall have full power to supervise
and direct the investment of the Account, making and implementing investment decisions, all without
prior consultation with the Client, in accordance with such written objectives upon which Client and
Investment Manager agree”.
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Item 17: Voting Client Securities
If directed by a Client, M&C will make decisions on voting of proxies in accordance with our guidelines
(as amended from time to time) which are available upon request. We will consider proxies as a Client
asset and will vote consistently across all Client portfolios for which we have discretionary voting
authority in the manner we believe is most likely to enhance shareholder value. Where practical, we
may consider requests to vote proxies in accordance with Client specified guidelines. If a Client’s
shares are on loan at the time of voting, it is not our policy to request that the custodian recall the shares
on loan.
If we are authorized to make decisions on voting of proxies, we will have no obligation to furnish a
Client any proxies, notices of shareholder meetings, annual reports or other literature customarily
mailed to shareholders.
Once we have been delegated discretionary voting authority, a Client may not direct how to vote the
proxies. Clients who wish to adhere to a proprietary set of voting guidelines should exercise their right
to reserve voting authority rather than delegating this responsibility to us.
Potential Conflicts of Interest
Should the situation arise where we act as an investment adviser to a company whose proxy we are
authorized to vote or other potential conflicts arise, we will follow policy outlined in our Guidelines.
It is against our policy for employees to serve on the board of directors of a company the stock of which
we could purchase for our advisory Clients’ portfolios.
Policy Guidelines
We have established guidelines to outline our position on the most common issues addressed in proxy
solicitations and to represent how we will generally vote such issues. However, an investment
professional will review all proxy proposals to determine if shareholder interests warrant any deviation
from these guidelines or if a proposal addresses an issue not covered in the guidelines.
We have established a Proxy Committee that consists of at least three investment professionals and
includes at least one research analyst and one portfolio manager.
The Proxy Committee reviews proxy voting guidelines periodically and submits them to the Firm’s
investment professionals for approval.
We maintain electronically a record of proxy voting guidelines and their periodic updates.
At least one member of the Proxy Committee will make proxy voting decisions within the framework
established by our guidelines, which are designed to cast votes in the best interests of all Clients.
We will maintain a record of any document created by us or procured from an outside party that was
material to making a decision as to how to vote proxies on behalf of a Client or that memorializes the
basis of that decision.
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Administrative Procedures
Where Investment Manager has been delegated discretionary voting authority, we will maintain records
detailing receipt of proxies, number of shares voted, date voted and how each issue was voted. We will
make these records available upon request to those Clients for whom we have proxy voting
responsibility.
We will maintain records of all written Client requests for information as to how we voted proxies on
their behalf and of our written response to the Client’s written or verbal requests.
We enlist the service of a third party to vote proxies according to our guidelines and to maintain such
voting records.
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Item 18: Financial Information
Advocacy Wealth, inclusive of M&C, does not have any financial condition that is reasonably likely
to impair our ability to meet contractual commitments to Clients.
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