Overview
- Total Firm Assets
- $103 million
- Average High-Net-Worth Client Portfolio Size
- $0.9 million
Fee Disclosure
FIRM BROCHURE PART 2A & 2B
| Min | Max | Disclosed Annual Rate |
|---|---|---|
| $0 | $1,000,000 | 0.50% |
| $1,000,001 | $11,000,000 | 0.25% |
| $11,000,001 | and above | Negotiable |
Estimated Annual Fees (Based on ADV disclosures. Where a range is given, we use the upper rate)
| Portfolio Value | Estimated Annual Fee | Effective Fee Rate |
|---|---|---|
| $1 million | $5,000 | 0.50% |
| $5 million | $15,000 | 0.30% |
| $10 million | $27,500 | 0.28% |
| $50 million | Negotiable | Negotiable |
| $100 million | Negotiable | Negotiable |
Clients
- High-Net-Worth Share of Firm Assets
- 67.73%
- Number of High-Net-Worth Clients
- 78
- Total Client Accounts
- 472
- Discretionary Accounts
- 472
Services Offered
Services: Financial Planning, Portfolio Management for Individuals, Pension Consulting, Investment Advisor Selection
Regulatory Filings
- SEC CRD Number
- 283318
Primary Brochure: FIRM BROCHURE PART 2A & 2B (2026-09-21)
View Document Text
Item 1: Cover Page
Crafted Finance, LLC
6523 California Ave SW #45
Seattle, WA, 98136
Form ADV Part 2A & 2B – Firm Brochure
(650) 336-0598
Dated September 21, 2026
http://www.craftedfinance.com
(Virtual)
This Brochure provides information about the qualifications and business practices of Crafted Finance, LLC, “CFL”.
If you have any questions about the contents of this Brochure, please contact us at (650) 336-0598. 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.
Crafted Finance, LLC is registered as an Investment Adviser with the State of Washington. Registration of an
Investment Adviser does not imply any level of skill or training.
Additional information about CFL is available on the SEC’s website at www.adviserinfo.sec.gov, which can be
found using the firm’s identification number, 283318
1
Item 2: Material Changes
Since the last update of this brochure on 3/31/26, the firm reports no material changes.
Future Changes
From time to time, we may amend this Disclosure Brochure to reflect changes in our business practices, changes
in regulations, and routine annual updates as required by the Securities Act of Washington. Either this complete
Disclosure Brochure or a Summary of Material Changes shall be provided to each Client annually and if a material
change occurs in the business practices of Crafted Finance, LLC.
At any time, you may view the current Disclosure Brochure online at the SEC's Investment Adviser Public
Disclosure website at http://www.adviserinfo.sec.gov by searching for our firm name or by our CRD number
283318.
You may also request a copy of this Disclosure Brochure at any time, by contacting us at (650) 336-0598.
2
Item 3: Table of Contents
Contents
Item 1: Cover Page
Item 2: Material Changes
Item 3: Table of Contents
Item 4: Advisory Business
Item 5: Fees and Compensation
Item 6: Performance-Based Costs and Side-By-Side Management
Item 7: Types of Clients
Item 8: Methods of Analysis, Investment Strategies and Risk of Loss
Item 9: Disciplinary Information
Item 10: Other Financial Industry Activities and Affiliations
Item 11: Code of Ethics, Participation or Interest in Client Transactions and Personal Trading
Item 12: Brokerage Practices
Item 13: Review of Accounts
Item 14: Client Referrals and Other Compensation
Item 15: Custody
Item 16: Investment Discretion
Item 17: Voting Client Securities
Item 18: Financial Information
Form ADV Part 2B – Brochure Supplement
1
2
3
4
7
15
15
15
18
18
19
20
22
23
23
23
23
24
25
3
Item 4: Advisory Business
Description of Advisory Firm
Crafted Finance, LLC is initially filed for registration as an Investment Adviser with the SEC on September 21,
2026 as an Investment Adviser. We were founded in February of 2016 as a Limited Liability Company. Jonathan
David "Joe" Wride is the principal owner of CFL. CFL currently reports $102,917,708 discretionary, and $0
non-discretionary Assets Under Management. Assets Under Management were calculated as of September 21,
2026.
Types of Advisory Services
Ongoing Financial Planning for a fixed cost
This service involves working one-on-one with a planner over an extended period. By paying an initial cost,
followed by a fixed monthly or quarterly cost, Clients get to work with a planner who will work with them to
develop and implement their plan and tackle projects that come along. The planner will monitor the plan,
recommend any changes and ensure the plan is up to date.
Upon desiring a comprehensive plan, a Client will be taken through establishing their goals and values around
money. They will be required to provide information to help complete the following areas of analysis: net worth,
cash flow, insurance, credit scores/reports, employee benefit, retirement planning, insurance, investments,
education funding, tax status, and estate planning. Once the Client's information is reviewed, their plan will be
built and analyzed, and then the findings, analysis and potential changes to their current situation will be
reviewed with the Client. Clients purchasing this service will receive a written or an electronic report, providing
the Client with a detailed financial plan designed to achieve his or her stated financial goals and objectives.
If a follow-up meeting is required, we will meet at the Client's convenience. The plan and the Client's financial
situation and goals will be monitored throughout the year and follow-up phone calls, emails, and/or meetings
will be made with the Client to confirm that any agreed upon action steps have been carried out. On an annual
basis, there will be a full review of this plan to ensure its accuracy and ongoing appropriateness. Any needed
updates will be implemented at that time.
Financial planning involves an evaluation of a Client's current and future financial state by using currently known
variables to predict future cash flows, asset values, and withdrawal plans. The key defining aspect of financial
planning is that through the financial planning process, all questions, information, and analysis will be considered
as they affect and are affected by the entire financial and life situation of the Client.
In general, the financial plan will address any or all the following areas of concern. The Client and advisor will
work together to select specific areas to cover. These areas may include, but are not limited to, the following:
● Financial Goals: We will help Clients identify financial goals and develop a plan to reach them. We will
identify what you plan to accomplish, what resources you will need to make it happen, how much time
you will need to reach the goal, and how much you should budget for your goal.
● Cash Flow and Debt Management: We will conduct a review of your income and expenses to determine
your current surplus or deficit along with advice on prioritizing how any surplus should be used or how
4
to reduce expenses if they exceed your income. Advice may also be provided on which debts to pay off
first based on factors such as the interest rate of the debt and any income tax ramifications. We may also
recommend what we believe to be an appropriate cash reserve that should be considered for
emergencies and other financial goals, along with a review of accounts (such as money market funds) for
such reserves, plus strategies to save desired amounts.
● Systematic Savings Strategy: We will help Clients determine how much and where to allocate their
regular savings to reach their prioritized goals. This includes a determination of how long to save for
each goal, and how or when to change this strategy if the situation dictates it.
●
Investment Analysis: This may involve developing an asset allocation strategy to meet Clients’ financial
goals and risk tolerance, providing information on investment vehicles and strategies, reviewing
employee stock options, grants, or purchase plans, as well as assisting you in establishing your own
investment account at a selected broker/dealer or custodian. The strategies and types of investments we
may recommend are further discussed in Item 8 of this brochure.
● Retirement Planning: Our retirement planning services typically include projections of your likelihood of
achieving your financial goals, typically focusing on financial independence as the primary objective. For
situations where projections show less than the desired results, we may make recommendations,
including those that may impact the original projections by adjusting certain variables (e.g., working
longer, saving more, spending less, shifting assets into income, or taking more risk with investments).
If you are near retirement or already retired, advice may be given on appropriate distribution strategies
to minimize the likelihood of running out of money or having to adversely alter spending during your
retirement years.
● Business Planning: We provide consulting services for Clients who currently operate their own business,
are considering starting a business, or are planning for an exit from their current business. Under this
type of engagement, we work with you to assess your current situation, identify your objectives, and
develop a plan aimed at achieving your goals.
● College and/or Private K-12 Planning: Includes projecting the amount that will be needed to achieve
primary, secondary, college, or other post-secondary education funding goals, along with advice on ways
for you to save the desired amount. Recommendations as to savings strategies are included, and, if
needed, we will review your financial picture as it relates to eligibility for financial aid, withdrawal
strategies when bills are due, or the best way to contribute for grandchildren (if appropriate).
● Employee Benefits Optimization: We will provide review and analysis as to whether you, as an
employee, are taking the maximum advantage possible of your employee benefits. If you are a business
owner, we will consider and/or recommend the various benefit programs that can be structured to meet
both business and personal retirement goals.
5
●
Insurance and Risk Management: Review of existing policies to ensure proper coverage for life, health,
disability, long-term care, liability, home, and automobile. A risk management review includes an analysis
of your exposure to major risks that could have a significant adverse impact on your financial picture,
such as premature death, disability, property and casualty losses, or the need for long-term care
planning. Advice may be provided on ways to minimize such risks and about weighing the costs of
purchasing insurance versus the benefits of doing so and, likewise, the potential cost of not purchasing
insurance (“self-insuring”).
● Tax Planning Strategies: Advice may include ways to minimize current and future income taxes as a part
of your overall financial planning picture. For example, we may make recommendations on which type of
account(s) or specific investments should be owned based in part on their “tax efficiency,” with the
consideration that there is always a possibility of future changes to federal, state or local tax laws and
rates that may impact your situation. We recommend that you consult with a qualified tax professional
before initiating any tax planning strategy, and we may provide you with contact information for
accountants or attorneys who specialize in this area if you wish to hire someone for such purposes. We
will participate in meetings or phone calls between you and your tax professional with your approval.
● Estate Planning: This usually includes an analysis of your exposure to estate taxes and your current
estate plan, which may include whether you have a will, powers of attorney, trusts, and other related
documents. Our advice also typically includes ways for you to minimize or avoid future estate taxes by
implementing appropriate estate planning strategies such as the use of applicable trusts. We always
recommend that you consult with a qualified attorney when you initiate, update, or complete estate
planning activities. We may provide you with contact information for attorneys who specialize in estate
planning when you wish to hire an attorney for such purposes. From time-to-time, we will participate in
meetings or phone calls between you and your attorney with your approval or request.
Investment Management Services
We are in the business of managing individually tailored investment portfolios. Our firm provides continuous
advice to a Client regarding the investment of Client funds based on the individual needs of the Client. Through
personal discussions in which goals and objectives based on a Client's circumstances are established, we develop
a Client's personal investment policy or an investment plan with an asset allocation target and create and
manage a portfolio based on that policy and allocation targets. We will also review and discuss a Client’s prior
investment history, as well as family composition and background.
Account supervision is guided by the stated objectives of the Client (e.g., maximum capital appreciation,
preservation of principal, growth, income, or growth and income), as well as tax considerations. Clients may
impose reasonable restrictions on investing in certain securities, types of securities, or industry sectors. Costs
pertaining to this service are outlined in Item 5 of this brochure.
Use of Sub-Advisors (Atria Investments, LLC, Altruist, and Betterment LLC)
We offer the use of Sub-Advisors (Atria Investments, LLC, Altruist, and Betterment LLC) for portfolio management
services. We assist Clients in selecting an appropriate allocation model, completing the Outside Manager’s
6
investor profile questionnaire, interacting with the Outside Manager and reviewing the Outside Manager. Our
review process and analysis of outside managers is further discussed in Item 8 of this Form ADV Part 2A.
Additionally, we will meet with the Client on a periodic basis to discuss changes in their personal or financial
situation, suitability, and any new or revised restrictions to be applied to the account. Costs pertaining to this
service are outlined in Item 5 of this brochure. A copy of the sub-advisors’ brochure or Part 2 of its Form ADV will
be provided to the client.
Project Based Financial Planning Services
We may provide short-term project based financial planning services on topics such as retirement planning,
business planning, risk management, college savings, cash flow, debt management, work benefits, real estate,
tax avoidance, and estate and incapacity planning. The client and advisor will work together to select financial
planning areas, the duration of the project and negotiate and agree upon a fixed cost in writing.
Employee Benefit Plan Services
Our firm provides employee benefit plan services to employer plan sponsors on an ongoing basis. Generally, such
services consist of assisting employer plan sponsors in establishing, monitoring and reviewing their company's
participant-directed retirement plan. As the needs of the plan sponsor dictate, areas of advising could include
investment options, plan structure, and participant education.
In providing employee benefit plan services, our firm does not provide any advisory services with respect to the
following types of assets: employer securities, real estate (excluding real estate funds and publicly traded REITS),
participant loans, non-publicly traded securities or assets, other illiquid investments, or brokerage window
programs (collectively, “Excluded Assets”).
Client Tailored Services and Client Imposed Restrictions
We offer the same suite of services to all our Clients. However, specific Client investment plans and their
implementation are dependent upon the Client Investment Policy Statement which outlines each Client’s current
situation (income, tax levels, and risk tolerance levels) and is used to construct a Client specific plan to aid in the
selection of a portfolio that matches restrictions, needs, and targets.
Wrap Cost Programs
We do not participate in wrap cost programs.
Item 5: Fees and Compensation
Please note, unless a Client has received the firm’s Disclosure Brochure at least 48 hours prior to signing the
investment advisory contract, the investment advisory contract may be terminated by the Client within five (5)
business days of signing the contract without incurring any advisory costs. How we are paid depends on the type
of advisory service we are performing. Please review the cost and compensation information below.
Ongoing Financial Planning for a fixed cost
The minimum number of billable hours per month is 1 hour.
7
The costs are negotiable and set forth below:
Artisan
This comprehensive financial planning service is tailored to clients with essential financial planning needs.
Artisan Financial Planning covers the following areas:
- Goal setting
- Cash flow and debt management
-
Systematic savings planning
-
Investment advice
- Retirement planning
- Business planning
- College and/or private k-12 planning
-
-
-
-
Employee benefits planning
Insurance and risk management
Tax planning
Estate planning.
CFL will charge an initial cost of $3,000 paid monthly or quarterly followed by an ongoing cost paid monthly or
quarterly in arrears, at a rate of $250 per month. That the initial cost pays for the first year to create the plan and
the monthly or quarterly costs (waived first year) pays for the second year and however long it takes to
implement the plan or meet the objectives and needs of the client. The ongoing cost is determined based on the
estimated working hours to accomplish the tasks to meet the objectives and needs of the client.
For example: In year 1 an Artisan services client will pay a total of $3,000, in increments of $250 per Month, or
$750 per Quarter.
Artisan Plus
This service is tailored to clients with complex needs beyond essential financial planning. In addition to the
Artisan services above, Artisan Plus is for clients who need financial consult when any of the following apply:
- A liquid net worth in excess of $1,000,000 and taxable income > $250,000
- Multiple real estate parcels
-
-
-
-
Stock compensation from an employer
Transitioning from working to retirement
Support executing transactions to reduce tax, transfer wealth, or change an estate plan
Transferring ownership of a business.
Your advisor may quote Artisan Plus upon learning the complexity of your financial planning needs. CFL will
charge an upfront fee of $3,000 followed by an ongoing fee paid monthly or quarterly in arrears, at a rate of $250
per month. The upfront portion of the Financial Planning fee is for Client onboarding, data gathering, and setting
the basis for the financial plan. This work will commence immediately after the fee is paid, and will be completed
within the first 60 days of the date the fee is paid. Therefore, the upfront portion of the fee will not be paid more
than 6 months in advance. The ongoing cost is determined based on the estimated working hours to accomplish
the tasks to meet the objectives and needs of the client.
8
For example: In year 1 an Artisan Plus services client will pay a total of $6,000. The year 1 breakdown is an
upfront fee of $3,000, followed by an ongoing fee payable in increments of $250 per Month, or $750 per
Quarter.
Artisan and Artisan Plus: The final costs are based on complexity, types of household assets, the type of client
(primarily income, as set forth immediately above), the specific financial planning services (discussed in Item 4
above) that will be included, and the needs of the client. Employer sponsored retirement plan consulting is
included at no extra cost for financial planning clients.
Note:
1. We issue invoices that outline all the tasks and associated hours for the previous billing period.
2. At that point, we reconcile the fees earned with the fees paid.
a.
b.
If fees paid exceed fees earned we issue a refund for the excess.
If fees earned exceed fees paid, the earned-but-unpaid fees will be included in the next billing
period(s), not to exceed a calendar year. We will obtain written consent (via updated advisory
contract or an addendum) from the client for earned-but-unpaid fees each billing period.
Project Based Financial Planning for a fixed cost
Financial Planning will generally be offered on a fixed cost basis. The fixed cost will be agreed upon before the
start of any work. The fixed cost can range between $450 and $25,000. The cost is negotiable and due upon
completion of work, however, CFL will not bill an amount above $1,200.00 more than 6 months in advance. Since
costs are paid in arrears, no refund will be needed upon termination of the account.
Projects are calculated on a flat fee based upon our disclosed hourly rate of $450 and the actual time worked.
For example, if CF works for 5 hours on behalf of a client, their fee will be $2,250 ($450 x 5 hours). The fee is
negotiable in certain cases and is due at the completion of the engagement.
Financial Planning for an hourly cost
Hourly Financial Planning engagements are offered at an hourly rate of $450 per hour, depending on complexity.
The cost may be negotiable in certain cases and is due at the completion of the engagement. In the event of
early termination by the Client, any costs for the hours already worked will be due. CFL may change the cost of
financial planning from time to time. Any increase in costs shall be accompanied by an amendment or the
execution of a new contract, with signatures from both parties evidencing acceptance of the new costs.
Clients may terminate the agreement without penalty within five business days of signing the agreement.
Thereafter, clients may terminate the Financial Planning Agreement generally upon written notice. Upon
completion of a written financial plan or any written update thereto, CFL will deliver the plan to the client. In the
case of early termination prior to completion of the plan, CFL will deliver upon termination that portion of the
plan that has been prepared.
9
Costs for Ongoing, Hourly, or Project-Based financial planning may be paid via check, EFT, credit card, or
deducted from an account managed by CFL. This service may be terminated with 30 days’ notice. Upon
termination of any agreement, the cost will be prorated, and any unearned cost will be refunded to the Client.
The initial planning engagement portion of the Ongoing Financial Planning cost is for Client onboarding, data
gathering, and setting the basis for the financial plan. This work will commence immediately after the cost is paid
and will be completed within the first 30 days of the date the cost is paid. Therefore, the initial planning
engagement portion of the cost will not be paid more than 6 months in advance.
Investment Management Services
Our standard advisory cost is based on the market value of the assets under management and is calculated as
follows:
Account Value
Annual Advisory Cost
On the first $1,000,000
0.50%
On the next $10,000,000
0.25%
On amounts over $11,000,000
Negotiable
The annual costs are negotiable, pro-rated and paid in arrears on a quarterly basis and are based on the average
daily balance over the previous quarter. The initial cost will be calculated on a prorated basis based on the
number of days remaining in the quarter upon commencement of service and the final cost will be calculated on
a prorated basis based on the number of days elapsed in the quarter at the time termination becomes effective.
The advisory cost is a blended cost and is calculated by assessing the percentage rates using the predefined
levels of assets as shown in the above chart resulting in a combined weighted cost. For example, an account
valued at $2,000,000 would pay an effective cost of 0.38% with the annual cost of $7,500. The quarterly cost is
determined by the following calculation: (($1,000,000 x 0.50%) + ($1,000,000 x 0.25%) ÷ 4 = $1,875. No increase
in the annual cost shall be effective without agreement from the Client by signing a new agreement or
amendment to their current advisory agreement.
We calculate period-end account values after all dividends settle in the account, therefore, the account value
used to calculate advisory costs may differ from that of the custodial account statement. Our billing invoice will
indicate the total account value used to calculate the advisory cost.
Advisory costs are directly debited from Client accounts, or the Client may choose to pay by check. Accounts
initiated or terminated during a calendar quarter will be charged a pro-rated cost based on the amount of time
remaining in the billing period. An account may be terminated with written notice at least 15 calendar days in
advance. Since costs are paid in arrears, no refund will be needed upon termination of the account.
CFL does not charge advisory costs on the following account types
● 529 College Savings Plans
● Coverdell Education Savings Accounts
10
Use of Sub-Advisors (Atria Investments, LLC, Altruist, and Betterment LLC)
The standard advisory cost for Atria Investments, LLC is based on the market value of the account and is
calculated as follows:
11
Atria Investments, LLC
Account Value
Annual Advisory Cost
Atria Annual Cost Range
Total Annual Cost Range
0.50%
0.10% - 0.15%
0.60% - 0.65%
On the first
$1,000,000
0.25%
0.08% - 0.10%
0.33% - 0 .35%
On the next
$10,000,000
Negotiable
Negotiable
Negotiable
On amounts over
$11,000,000
Atria Investments, LLC’s annual costs are negotiable, pro-rated and paid in arrears on a quarterly basis and are
based on the average daily balance over the previous quarter.
The advisory cost is a blended cost and is calculated by assessing the percentage rates using the predefined
levels of assets as shown in the above chart resulting in a combined weighted cost. For example, an account
valued at $2,000,000 would pay an effective cost of 0.25% with the annual cost of $9,500. The quarterly cost is
determined by the following calculation: (($1,000,000 x 0.60%) + ($1,000,000 x 0.35%) ÷ 4 = $2,375. No increase
in the annual cost shall be effective without agreement from the Client by signing a new agreement or
amendment to their current advisory agreement.
We calculate period-end account values after all dividends settle in the account, therefore, the account value
used to calculate advisory costs may differ from that of the custodial account statement. Our billing invoice will
indicate the total account value used to calculate the advisory cost.
Advisory costs are directly debited from Client accounts, or the Client may choose to pay by check. Accounts
initiated or terminated during a calendar quarter will be charged a pro-rated cost based on the amount of time
remaining in the billing period. An account may be terminated with written notice at least 15 calendar days in
advance. Since costs are paid in arrears, no refund will be needed upon termination of the account.
Betterment LLC
Total Assets
CFL’s Annual Cost
Total Annual Cost
Betterment Annual
Cost
All Assets
0.50%
0.20
0.70%
Betterment, LLC’s annual costs are negotiable, pro-rated and paid in arrears on a quarterly basis and are based
on the average daily balance over the previous quarter.
The advisory cost is a tiered cost and is calculated by assessing the percentage rates using the predefined levels
of assets as shown in the above chart and applying the cost to the account value as of the last day of the
previous quarter. No increase in the annual cost shall be effective without agreement from the Client by signing a
new agreement or amendment to their current advisory agreement.
12
We calculate period-end account values after all dividends settle in the account, therefore, the account value
used to calculate advisory costs may differ from that of the custodial account statement. Our billing invoice will
indicate the total account value used to calculate the advisory cost.
Advisory costs are directly debited from Client accounts, or the Client may choose to pay by check. Accounts
initiated or terminated during a calendar quarter will be charged a pro-rated cost based on the amount of time
remaining in the billing period. An account may be terminated with written notice at least 15 calendar days in
advance. Since costs are paid in arrears, no refund will be needed upon termination of the account.
When an Outside Manager is used, the Outside Manager will debit the Client’s account for both the Outside
Manager’s cost, and CFL’s advisory cost, and will remit CFL’s cost to CFL. Please note, the above cost schedule
does include the Outside Manager’s cost. No increase in the annual cost shall be effective without agreement
from the Client by signing a new agreement or amendment to their current advisory agreement.
Accounts initiated or terminated during a calendar quarter will be charged a pro-rated cost based on the amount
of time remaining in the billing period. An account may be terminated with written notice at least 15 calendar
days in advance. Upon termination of the account, any unearned cost will be refunded to the Client.
Altruist
Account Value
Annual Advisory Cost
On the first $1,000,000
0.50%
On the next $10,000,000
0.25%
On amounts over $11,000,000
Negotiable
The annual costs are negotiable, pro-rated and paid in arrears on a quarterly basis and are based on the average
daily balance over the previous quarter. The initial cost will be calculated on a prorated basis based on the
number of days remaining in the quarter upon commencement of service and the final cost will be calculated on
a prorated basis based on the number of days elapsed in the quarter at the time termination becomes effective.
The advisory cost is a blended cost and is calculated by assessing the percentage rates using the predefined
levels of assets as shown in the above chart resulting in a combined weighted cost. For example, an account
valued at $2,000,000 would pay an effective cost of 0.38% with the annual cost of $7,500. The quarterly cost is
determined by the following calculation: (($1,000,000 x 0.50%) + ($1,000,000 x 0.25%) ÷ 4 = $1,875. No increase
in the annual cost shall be effective without agreement from the Client by signing a new agreement or
amendment to their current advisory agreement.
We calculate period-end account values after all dividends settle in the account, therefore, the account value
used to calculate advisory costs may differ from that of the custodial account statement. Our billing invoice will
indicate the total account value used to calculate the advisory cost.
Advisory costs are directly debited from Client accounts, or the Client may choose to pay by check. Accounts
initiated or terminated during a calendar quarter will be charged a pro-rated cost based on the amount of time
13
remaining in the billing period. An account may be terminated with written notice at least 15 calendar days in
advance. Since costs are paid in arrears, no refund will be needed upon termination of the account.
Note: Lower costs for comparable services may be available from other sources. The combined total costs
charged to the client will not exceed 2% of their assets under management (“AUM”) annually. In all instances, the
Adviser will send the client a written invoice, including the cost, the formula used to calculate the cost, the cost
calculation itself, the time period covered by the cost, and, if applicable, the amount of assets under
management on which the cost was based. Also, the Adviser will include the name of the custodian(s) on your
cost invoice. The Adviser will send these to the client concurrent with the request for payment or payment of the
Adviser’s advisory costs. We urge the client to compare this information with the costs listed in the account
statement.
Employee Benefit Plan Services
Plans less than $5,000,000 in assets are calculated as follows:
Account Value
CFL’s Cost
On the first $500,000
0.50%
On the next $2,500,000
0.25%
On the next $2,000,000
0.15%
Plans over $5,000,000 in assets are calculated as follows:
An annualized cost for professional services will be assessed a $10 per participating employee, plus:
●
●
●
If less than $12,500,000 in plan assets – $1,250 per $1,000,000 of plan assets.
If between $12,000,000 and $25,000,000 in plan assets – $1,000 per $1,000,000 of plan assets.
If over $25,000,000 in plan assets – $500 per $1,000,000 of plan assets.
These costs are generally negotiable. CFL uses the value of the account as of the last business day of the billing
period, after considering deposits and withdrawals, for purposes of determining the market value of the assets
upon which the advisory cost is based. The initial cost will be calculated on a prorated basis based on the
number of days remaining in the quarter upon commencement of service and the final cost will be calculated on
a prorated basis based on the number of days elapsed in the quarter at the time termination becomes effective.
Fees for this service are payable on a quarterly basis in arrears. Advisory fees are directly debited from Client
accounts. An account may be terminated with written notice at least 15 calendar days in advance. Since fees are
paid in arrears, no refund will be needed upon termination of the account.
Other Types of Costs and Expenses
Our costs are exclusive of brokerage commissions, transaction costs, and other related costs and expenses which
may be incurred by the Client. Clients may incur certain charges imposed by custodians, brokers, and other third
parties such as custodial costs, deferred sales charges, odd-lot differentials, transfer taxes, wire transfer, and
electronic fund costs, and other costs and taxes on brokerage accounts and securities transactions. Mutual fund
and exchange-traded funds also charge internal management costs, which are disclosed in a fund's prospectus.
14
Such charges, costs, and commissions are exclusive of and in addition to our cost, and we shall not receive any
portion of these commissions, costs, and costs.
Item 12 further describes the factors that we consider in selecting or recommending broker-dealers for Client’s
transactions and determining the reasonableness of their compensation (e.g., commissions).
We do not accept compensation for the sale of securities or other investment products including asset-based
sales charges or service costs from the sale of mutual funds.
Item 6: Performance-Based Costs and Side-By-Side Management
We do not offer performance-based costs and do not engage in side-by-side management.
Item 7: Types of Clients
We provide financial planning and portfolio management services to individuals, high net-worth individuals,
pension and profiting sharing plans.
We do not have a minimum account size requirement.
Item 8: Methods of Analysis, Investment Strategies and Risk of Loss
Our primary method of investment analysis is Modern Portfolio Theory.
Modern Portfolio Theory
The underlying principles of MPT are:
●
Investors are risk averse. The only acceptable risk is that which is adequately compensated by an
expected return. Risk and investment return are related and an increase in risk requires an increased
expected return.
● Markets are efficient. The same market information is available to all investors at the same time. The
market prices every security fairly based upon this equal availability of information.
● The design of the portfolio is more important than the selection of any particular security. The
●
●
appropriate allocation of capital among asset classes will have far more influence on long-term portfolio
performance than the selection of individual securities.
Investing for the long-term (preferably longer than ten years) becomes critical to investment success
because it allows the long-term characteristics of the asset classes to surface.
Increasing diversification of the portfolio with lower correlated asset class positions can decrease
portfolio risk. Correlation is the statistical term for the extent to which two asset classes move in tandem
or opposition to one another.
Use of Outside Managers: We may refer Clients to third-party investment advisers ("outside managers"). Our
analysis of outside managers involves the examination of the experience, expertise, investment philosophies,
and past performance of the outside managers to determine if that manager has demonstrated an ability to
invest over a period and in different economic conditions. We monitor the manager's underlying holdings,
strategies, concentrations, and leverage as part of our overall periodic risk assessment. Additionally, as part of
our due diligence process, we survey the manager's compliance and business enterprise risks. A risk of investing
with an outside manager who has been successful in the past is that he or she may not be able to replicate that
success in the future. In addition, as we do not control the underlying investments in an outside manager's
portfolio. There is also a risk that a manager may deviate from the stated investment mandate or strategy of the
portfolio, making it a less suitable investment for our Clients. Moreover, as we do not control the manager's daily
15
business and compliance operations, we may be unaware of the lack of internal controls necessary to prevent
business, regulatory or reputational deficiencies.
Passive Investment Management
We primarily practice passive investment management. Passive investing involves building portfolios that are
comprised of various distinct asset classes. The asset classes are weighted in a manner to achieve the desired
relationship between correlation, risk, and return. Funds that passively capture the returns of the desired asset
classes are placed in the portfolio. The funds that are used to build passive portfolios are typically index mutual
funds or exchange-traded funds.
Passive investment management is characterized by low portfolio expenses (i.e., the funds inside the portfolio
have low internal costs), minimal trading costs (due to infrequent trading activity), and relative tax efficiency
(because the funds inside the portfolio are tax efficient and turnover inside the portfolio is minimal).
In contrast, active management involves a single manager or managers who employ some method, strategy or
technique to construct a portfolio that is intended to generate returns that are greater than the broader market
or a designated benchmark.
Material Risks Involved
All investing strategies we offer involve risk and may result in a loss of your original investment which you
should be prepared to bear. Many of these risks apply equally to stocks, bonds, commodities, and any other
investment or security. Material risks associated with our investment strategies are listed below.
Market Risk: Market risk involves the possibility that an investment’s current market value will fall because of a
general market decline, reducing the value of the investment regardless of the operational success of the issuer’s
operations or its financial condition.
Strategy Risk: The Adviser’s investment strategies and/or investment techniques may not work as intended.
Small and Medium Cap Company Risk: Securities of companies with small and medium market capitalizations
are often more volatile and less liquid than investments in larger companies. Small and medium cap companies
may face a greater risk of business failure, which could increase the volatility of the Client’s portfolio.
Turnover Risk: At times, the strategy may have a portfolio turnover rate that is higher than other strategies. A
high portfolio turnover would result in correspondingly greater brokerage commission expenses and may result
in the distribution of additional capital gains for tax purposes. These factors may negatively affect the account’s
performance.
Limited markets: Certain securities may be less liquid (harder to sell or buy) and their prices may at times be
more volatile than at other times. Under certain market conditions, we may be unable to sell or liquidate
investments at prices we consider reasonable or favorable or find buyers at any price.
Concentration Risk: Certain investment strategies focus on asset-classes, industries, sectors or types of
investment. From time to time these strategies may be subject to greater risks of adverse developments in such
areas of focus than a strategy that is more broadly diversified across a wider variety of investments.
Interest Rate Risk: Bond (fixed income) prices generally fall when interest rates rise, and the value may fall below
par value or the principal investment. The opposite is also generally true: bond prices generally rise when
16
interest rates fall. In general, fixed income securities with longer maturities are more sensitive to these price
changes. Most other investments are also sensitive to the level and direction of interest rates.
Legal or Legislative Risk: Legislative changes or Court rulings may impact the value of investments, or the
securities’ claim on the issuer’s assets and finances.
Inflation: Inflation may erode the buying power of your investment portfolio, even if the dollar value of your
investments remains the same.
Risks Associated with Securities
Apart from the general risks outlined above which apply to all types of investments, specific securities may have
other risks.
Commercial Paper is, in most cases, an unsecured promissory note that is issued with a maturity of 270 days or
less. Being unsecured the risk to the investor is that the issuer may default.
Common stocks may go up and down in price quite dramatically, and in the event of an issuer’s bankruptcy or
restructuring could lose all value. A slower-growth or recessionary economic environment could have an adverse
effect on the price of all stocks.
Corporate Bonds are debt securities to borrow money. Generally, issuers pay investors periodic interest and
repay the amount borrowed either periodically during the life of the security and/or at maturity. Alternatively,
investors can purchase other debt securities, such as zero-coupon bonds, which do not pay current interest, but
rather are priced at a discount from their face values and their values accrete over time to face value at maturity.
The market prices of debt securities fluctuate depending on factors such as interest rates, credit quality, and
maturity. In general, market prices of debt securities decline when interest rates rise and increase when interest
rates fall. The longer the time to a bond’s maturity, the greater its interest rate risk.
Bank Obligations including bonds and certificates of deposit may be vulnerable to setbacks or panics in the
banking industry. Banks and other financial institutions are greatly affected by interest rates and may be
adversely affected by downturns in the U.S. and foreign economies or changes in banking regulations.
Municipal Bonds are debt obligations generally issued to obtain funds for various public purposes, including the
construction of public facilities. Municipal bonds pay a lower rate of return than most other types of bonds.
However, because of a municipal bond’s tax-favored status, investors should compare the relative after-tax return
to the after-tax return of other bonds, depending on the investor’s tax bracket. Investing in municipal bonds
carries the same general risks as investing in bonds in general. Those risks include interest rate risk, reinvestment
risk, inflation risk, market risk, call or redemption risk, credit risk, and liquidity and valuation risk.
Options and other derivatives carry many unique risks, including time-sensitivity, and can result in the complete
loss of principal. While covered call writing does provide a partial hedge to the stock against which the call is
written, the hedge is limited to the amount of cash flow received when writing the option. When selling covered
calls, there is a risk the underlying position may be called away at a price lower than the current market price.
Exchange Traded Funds prices may vary significantly from the Net Asset Value due to market conditions. Certain
Exchange Traded Funds may not track underlying benchmarks as expected. ETFs are also subject to the following
risks: (i) an ETF’s shares may trade at a market price that is above or below their net asset value; (ii) the ETF may
employ an investment strategy that utilizes high leverage ratios; or (iii) trading of an ETF’s shares may be halted if
the listing exchange’s officials deem such action appropriate, the shares are de-listed from the exchange, or the
17
activation of market-wide "circuit breakers'' (which are tied to large decreases in stock prices) halts stock trading
generally. The Adviser has no control over the risks taken by the underlying funds in which the Clients invest.
Investment Companies Risk. When a Client invests in open-end mutual funds or ETFs, the Client indirectly bears
its proportionate share of any costs and expenses payable directly by those funds. Therefore, the Client will incur
higher expenses, many of which may be duplicative. In addition, the Client's overall portfolio may be affected by
losses of an underlying fund and the level of risk arising from the investment practices of an underlying fund
(such as the use of derivatives).
Item 9: Disciplinary Information
Criminal or Civil Actions
CFL and its management have not been involved in any criminal or civil action.
Administrative Enforcement Proceedings
CFL and its management have not been involved in administrative enforcement proceedings.
Self-Regulatory Organization Enforcement Proceedings
CFL and its management have not been involved in legal or disciplinary events that are material to a Client’s or
prospective Client’s evaluation of CFL or the integrity of its management. CFL or any management persons have
not been subject to any self-regulatory organization (SRO) proceedings.
Item 10: Other Financial Industry Activities and Affiliations
No CFL employee is registered, or has an application pending to register, as a broker-dealer or a registered
representative of a broker-dealer.
No CFL employee is registered, or have an application pending to register, as a futures commission merchant,
commodity pool operator or a commodity trading advisor.
CFL does not have any related parties. As a result, we do not have an arrangement with any related persons (e.g.
broker-dealer, municipal securities dealer, or government securities dealer or broker, investment company or
other pooled investment vehicle including a mutual fund, closed-end investment company, unit investment trust,
private investment company or ‘’hedge fund,’’ and offshore fund), other investment adviser or financial planner,
futures commission merchant, commodity pool operator, or commodity trading advisor, banking or thrift
institution, accountant or accounting firm, lawyer or law firm, insurance company or agency, pension consultant,
real estate broker or dealer, and/or sponsor or syndicator of limited partnerships.
CFL only receives compensation directly from Clients. We do not receive compensation from any outside source.
We do not have any conflicts of interest with any outside party.
Recommendations or Selections of Other Investment Advisers
As referenced in Item 4 of this brochure, CFL recommends Clients to Outside Managers to manage their
accounts. If we recommend an Outside Manager, please note that we do not share in their advisory cost. Our
cost is separate and in addition to their compensation (as noted in Item 5) and will be described to you prior to
engagement. You are not obligated, contractually or otherwise, to use the services of any Outside Manager we
recommend. Additionally, CFL will only recommend an Outside Manager who is properly licensed or registered
as an investment adviser.
18
Item 11: Code of Ethics, Participation or Interest in Client Transactions and Personal Trading
As a fiduciary, our firm and its associates have a duty of utmost good faith to act solely in the best interests of
each Client. Our Clients entrust us with their funds and personal information, which in turn places a high
standard on our conduct and integrity. Our fiduciary duty is a core aspect of our Code of Ethics and represents
the expected basis of all our dealings. The firm also adheres to the Code of Ethics and Professional Responsibility
adopted by the CFP® Board of Standards Inc. and accepts the obligation not only to comply with the mandates
and requirements of all applicable laws and regulations but also to take responsibility to act in an ethical and
professionally responsible manner in all professional services and activities.
Code of Ethics Description
This code does not attempt to identify all possible conflicts of interest, and literal compliance with each of its
specific provisions will not shield associated persons from liability for personal trading or other conduct that
violates a fiduciary duty to advisory Clients. A summary of the Code of Ethics' Principles is outlined below.
●
Integrity - Associated persons shall offer and provide professional services with integrity.
● Objectivity - Associated persons shall be objective in providing professional services to Clients.
● Competence - Associated persons shall provide services to Clients competently and maintain the
necessary knowledge and skill to continue to do so in those areas in which they are engaged.
● Fairness - Associated persons shall perform professional services in a manner that is fair and reasonable
to Clients, principals, partners, and employers, and shall disclose conflict(s) of interest in providing such
services.
● Confidentiality - Associated persons shall not disclose confidential Client information without the specific
consent of the Client unless in response to proper legal process, or as required by law.
● Professionalism - Associated persons' conduct in all matter shall reflect the credit of the profession.
● Diligence - Associated persons shall act diligently in providing professional services.
We periodically review and amend our Code of Ethics to ensure that it remains current, and we require all firm
access persons to attest to their understanding of and adherence to the Code of Ethics at least annually. Our firm
will provide a copy of its Code of Ethics to any Client or prospective Client upon request.
Investment Recommendations Involving a Material Financial Interest and Conflicts of Interest
Neither our firm, its associates or any related person is authorized to recommend to a Client or effect a
transaction for a Client, involving any security in which our firm or a related person has a material financial
interest, such as in the capacity as an underwriter, adviser to the issuer, etc.
Advisory Firm Purchase of Same Securities Recommended to Clients and Conflicts of Interest
Our firm and its “related persons” may buy or sell securities similar to, or different from, those we recommend
to Clients for their accounts. To reduce or eliminate certain conflicts of interest involving the firm or personal
trading, our policy may require that we restrict or prohibit associates’ transactions in specific reportable
securities transactions. Any exceptions or trading pre-clearance must be approved by the firm principal in
advance of the transaction in an account, and we maintain the required personal securities transaction records
per regulation.
Trading Securities At/Around the Same Time as Client’s Securities
19
From time to time, our firm or its “related persons” may buy or sell securities for themselves at or around the
same time as Clients. We will not trade non-mutual fund securities 3 days prior to the same security for Clients.
Item 12: Brokerage Practices
Factors Used to Select Custodians and/or Broker-Dealers
Crafted Finance, LLC does not have any affiliation with Broker-Dealers. Specific custodian recommendations are
made to the Client based on their need for such services. We recommend custodians based on the reputation
and services provided by the firm.
1. Research and Other Soft-Dollar Benefits
We do not receive soft dollar benefits.
2. Brokerage for Client Referrals
We receive no referrals from a broker-dealer or third party in exchange for using that broker-dealer or third
party. CFL has a membership with XYPN, through that membership the firm receives discounts and benefits from
various third-party vendors. The following vendors are: XY Planning Network, NAPFA eMoney, and Wealthbox.
The benefits come in the form of discounted services.
3. Clients Directing Which Broker/Dealer/Custodian to Use
We do recommend a specific custodian for Clients to use, however, Clients may custody their assets at a
custodian of their choice. Clients may also direct us to use a specific broker-dealer to execute transactions. By
allowing Clients to choose a specific custodian, we may be unable to achieve the most favorable execution of
Client transaction, and this may cost Clients money over using a lower-cost custodian.
The Custodian and Brokers We Use (Betterment)
CFL does not maintain custody of your assets that we manage, although we may be deemed to have custody of
your assets if you give us the authority to withdraw advisory costs from your account (see Item 15—Custody,
below). Your assets must be maintained in an account at a "qualified custodian," generally a broker-dealer or
bank. We may recommend that our Clients use MTG, LLC dba Betterment Securities ("Betterment Securities"), a
registered broker-dealer, member SIPC, as the qualified custodian. We are independently owned and operated
and are not affiliated with Betterment Securities. Betterment Securities will hold your assets in a brokerage
account and buy and sell securities when we and/or you instruct them to. While we may recommend that you
use Betterment Securities as custodian/broker, you will decide whether to do so and will open your account with
Betterment Securities by entering into an account agreement directly with them. We do not open the account
for you, although we may assist you in doing so. If you do not wish to place your assets with Betterment
Securities, then we cannot manage your account on Betterment For Advisors (defined below).
Your Brokerage and Custody Costs
For our Clients' accounts that Betterment Securities maintains, Betterment Securities generally does not charge
you separately for custody services but is compensated as part of the Betterment For Advisors (defined below)
platform cost, which is a percentage of the dollar amount of assets in the account in lieu of commissions. We
have determined that having Betterment Securities execute trades is consistent with our duty to seek "best
execution" of your trades. Best execution means the most favorable terms for a transaction based on all relevant
factors, including those listed above (see "Factors Used to Select Custodians and/or Broker-Dealers").
20
Services Available to Us via Betterment For Advisors
Betterment Securities serves as broker-dealer to Betterment For Advisors, an investment and advice platform
serving independent investment advisory firms like us ("Betterment For Advisors"). Betterment For Advisors also
makes available various support services which may not be available to Betterment's retail customers. Some of
those services help us manage or administer our Clients' accounts, while others help us manage and grow our
business. Betterment For Advisors' support services are generally available on an unsolicited basis (we don't have
to request them) and at no charge to us. Following is a more detailed description of Betterment For Advisors'
support services:
1. SERVICES THAT BENEFIT YOU. Betterment For Advisors includes access to a range of investment
products, execution of securities transactions, and custody of Client assets through Betterment
Securities. Betterment Securities’ services described in this paragraph generally benefit you and your
account.
2. SERVICES THAT MAY NOT DIRECTLY BENEFIT YOU. Betterment For Advisors also makes available to us
other products and services that benefit us but may not directly benefit you or your account. These
products and services assist us in managing and administering our Clients’ accounts, such as software
and technology that may:
a. Assist with back-office functions, recordkeeping, and Client reporting of our Clients’ accounts.
b. Provide access to Client account data (such as duplicate trade confirmations and account
statements).
c. Provide pricing and other market data.
d. Assist with back-office functions, recordkeeping, and Client reporting.
3. SERVICES THAT GENERALLY BENEFIT ONLY US. By using Betterment For Advisors, we will be offered other
services intended to help us manage and further develop our business enterprise. These services
include:
a. Educational conferences and events.
b. Consulting on technology, compliance, legal, and business needs.
c. Publications and conferences on practice management and business succession.
Our Interest in Betterment Securities’ Services
The availability of these services from Betterment For Advisors benefits us because we do not have to produce or
purchase them. In addition, we don’t have to pay for Betterment Securities’ services. These services may be
contingent upon us committing a certain amount of business to Betterment Securities in assets in custody. We
may have an incentive to recommend that you maintain your account with Betterment Securities, based on our
interest in receiving Betterment For Advisors and Betterment Securities’ services that benefit our business rather
than based on your interest in receiving the best value in custody services and the most favorable execution of
your transactions. This is a potential conflict of interest. We believe, however, that our selection of Betterment
Securities as custodian and broker is in the best interests of our Clients. Our selection is primarily supported by
the scope, quality, and price of Betterment Securities’ services and not Betterment For Advisors and Betterment
Securities’ services that benefit only us.
The Custodian and Brokers We Use (Charles Schwab)
21
The custodian and brokers we use maintain custody of your assets that we manage, although we may be deemed
to have limited custody of your assets due to our ability to withdraw costs from your account (see Item 15 –
Custody, below).
We recommend that our clients use Charles Schwab & Co., Inc. (“Schwab”), a registered broker-dealer, member
SIPC, as the qualified custodian. We are independently owned and operated and are not affiliated with Schwab.
Schwab will hold your assets in a brokerage account and buy and sell securities when we instruct them to. While
we recommend that you use Schwab as custodian broker, you will decide whether to do so and will open your
account with Schwab by entering into an account agreement directly with them. We do not open the account for
you, although we may assist you in doing so. Even though your account is maintained at Schwab, we can still use
other brokers to execute trades for your account as described below (see “Your brokerage and custody costs”).
Your brokerage and custody costs
For our clients’ accounts that Schwab maintains, Schwab generally does not charge you separately for custody
services but is compensated by charging you commissions or other costs on trades that it executes or that settle
into your Schwab account. Certain trades (for example, many mutual funds and ETFs) may not incur Schwab
commissions or transaction costs.
Aggregating (Block) Trading for Multiple Client Accounts
Generally, we combine multiple orders for shares of the same securities purchased for advisory accounts we
manage (this practice is commonly referred to as “block trading”). We will then distribute a portion of the shares
to participating accounts in a fair and equitable manner. The distribution of the shares purchased is typically
proportionate to the size of the account, but it is not based on account performance or the amount or structure
of management costs. Subject to our discretion, regarding particular circumstances and market conditions, when
we combine orders, each participating account pays an average price per share for all transactions and pays a
proportionate share of all transaction costs. Accounts owned by our firm or persons associated with our firm
may participate in block trading with your accounts; however, they will not be given preferential treatment.
Outside Managers used by CFL may block Client trades at their discretion. Their specific practices are further
discussed in their ADV Part 2A, Item 12.
Item 13: Review of Accounts
Client accounts with the Investment Advisory Service will be reviewed regularly on a quarterly basis by Jonathan
David "Joe" Wride, Investment Adviser Representative and CCO. The account is reviewed with regards to the
Client’s investment policies and risk tolerance levels. Events that may trigger a special review would be unusual
performance, addition or deletions of Client imposed restrictions, excessive draw-down, volatility in
performance, or buy and sell decisions from the firm or per Client's needs.
Clients will receive trade confirmations from the broker(s) for each transaction in their accounts as well as
monthly or quarterly statements and annual tax reporting statements from their custodian showing all activity in
the accounts, such as receipt of dividends and interest.
CFL will not provide written reports to Investment Advisory Clients.
22
Item 14: Client Referrals and Other Compensation
We do not receive any economic benefit, directly or indirectly, from any third party for advice rendered to our
Clients. Nor do we, directly or indirectly, compensate any person who is not advisory personnel for Client
referrals.
We receive a non-economic benefit from Betterment For Advisors and Betterment Securities in the form of the
support products and services it makes available to us and other independent investment advisors whose Clients
maintain their accounts at Betterment Securities. These products and services, how they benefit us, and the
related conflicts of interest are described above (see Item 12—Brokerage Practices). The availability to us of
Betterment For Advisors and Betterment Securities’ products and services is not based on us giving particular
investment advice, such as buying particular securities for our Clients.
Item 15: Custody
CFL does not accept custody of Client funds except in the instance of withdrawing Client fees.
For Client accounts in which CFL directly debits their advisory cost:
i.
ii.
iii.
CFL will send a copy of its invoice to the custodian while it sends the Client a copy.
The custodian will send at least quarterly statements to the Client showing all disbursements for the
account, including the amount of the advisory cost.
The Client will provide written authorization to CFL, permitting them to be paid directly for their
accounts held by the custodian.
Clients should receive at least quarterly statements from the broker-dealer, bank or other qualified custodian
that holds and maintains Client's investment assets. We urge you to carefully review such statements and
compare such official custodial records to the account statements or reports that we may provide to you. Our
statements or reports may vary from custodial statements based on accounting procedures, reporting dates, or
valuation methodologies of certain securities.
Item 16: Investment Discretion
CFL has discretionary authority to determine the broker or dealer to be used for a purchase or sale of securities
for a client's account. Investment discretion is explained to Clients in detail when an advisory relationship has
commenced. At the start of the advisory relationship, the Client will execute a Limited Power of Attorney, which
will grant our firm discretion over the account. Additionally, the discretionary relationship will be outlined in the
advisory contract and signed by the Client.
Advisor will have the discretion to facilitate the selection of, and changes to, the Betterment For Advisors
portfolio allocation. Betterment For Advisors provides software tools for advisors to facilitate the purchase and
sale of securities in the Client's accounts, including the amounts of securities to be bought and sold to align with
the Client's goals and risk tolerance, through a series of 101 incremental model portfolio allocations ranging from
0% to 100% in equities.
Item 17: Voting Client Securities
We do not vote Client proxies. Clients will receive their proxies or other solicitations directly from their custodian
or a transfer agent. Clients can contact CFL with any questions about the proxy solicitation.
23
Item 18: Financial Information
Registered Investment Advisers are required in this Item to provide you with certain financial information or
disclosures about our financial condition. We have no financial commitment that impairs our ability to meet
contractual and fiduciary commitments to Clients, and we have not been the subject of a bankruptcy proceeding.
We do not have custody of Client funds or securities or require or solicit prepayment of more than $1,200 in
costs per Client six months in advance.
24
Crafted Finance, LLC
6523 California Ave SW #45
Seattle, WA, 98136
(650) 336-0598
Dated September 21, 2026
http://www.craftedfinance.com
(Virtual)
Form ADV Part 2B – Brochure Supplement
For
Jonathan David "Joe" Wride 5634043
Investment Adviser Representative, and Chief Compliance Officer
This brochure supplement provides information about Jonathan David "Joe" Wride that supplements the Crafted
Finance, LLC (“CFL”) brochure. A copy of that brochure precedes this supplement. Please contact Jonathan David
"Joe" Wride if the CFL brochure is not included with this supplement or if you have any questions about the
contents of this supplement.
Additional information about Jonathan David "Joe" Wride is available on the SEC’s website at
www.adviserinfo.sec.gov which can be found using the identification number 5634043.
25
Item 2: Educational Background and Business Experience
Jonathan David "Joe" Wride
Born: 1983
Educational Background
• 2006 – Bachelor of Science Business Administration, Washington State University
Business Experience
• 02/2016 – Present, Crafted Finance, LLC, Investment Adviser Representative and CCO
• 02/2009 – 05/2016, KMS Financial Services, Inc d/b/a Sage Advisors, LLC, Client Advisor
• 07/2007 – 02/2009, Sage Advisors, LLC, Director of Insurance
• 06/2006 – 06/2007, Pacific Wealth Advisors, LLC, Account Administrator
Professional Designations, Licensing & Exams
CFP (Certified Financial Planner)®: The CERTIFIED FINANCIAL PLANNER™, CFP® and federally registered CFP
(with flame design) marks (collectively, the “CFP® marks”) are professional certification marks granted in the
United States by Certified Financial Planner Board of Standards, Inc. (“CFP Board”).
The CFP® certification is a voluntary certification; no federal or state law or regulation requires financial
planners to hold CFP® certification. It is recognized in the United States and several other countries for its (1)
high standard of professional education; (2) stringent code of conduct and standards of practice; and (3)
ethical requirements that govern professional engagements with Clients. Currently, more than 71,000
individuals have obtained CFP® certification in the United States.
To attain the right to use the CFP® marks, an individual must satisfactorily fulfill the following requirements:
● Education – Complete an advanced college-level course of study addressing the financial planning subject
areas that CFP Board’s studies have determined as necessary for the competent and professional delivery of
financial planning services, and attain a bachelor’s degree from a regionally accredited United States college
or university (or its equivalent from a foreign university). CFP Board’s financial planning subject areas include
insurance planning and risk management, employee benefits planning, investment planning, income tax
planning, retirement planning, and estate planning.
● Examination – Pass the comprehensive CFP® Certification Examination. The examination includes case studies
and Client scenarios designed to test one's ability to correctly diagnose financial planning issues and apply
one's knowledge of financial planning to real-world circumstances.
● Experience – Complete at least three years of full-time financial planning-related experience (or the
equivalent, measured as 2,000 hours per year); and
● Ethics – Agree to be bound by CFP Board’s Standards of Professional Conduct, a set of documents outlining
the ethical and practice standards for CFP® professionals.
Individuals who become certified must complete the following ongoing education and ethics requirements in
order to maintain the right to continue to use the CFP® marks:
26
● Continuing Education – Complete 30 hours of continuing education hours every two years, including two
hours on the Code of Ethics and other parts of the Standards of Professional Conduct, to maintain
competence and keep up with developments in the financial planning field; and
● Ethics – Renew an agreement to be bound by the Standards of Professional Conduct.
The Standards prominently require that CFP® professionals provide financial planning services at a fiduciary
standard of care. This means CFP® professionals must provide financial planning services in the best interests
of their clients.
CFP® professionals who fail to comply with the above standards and requirements may be subject to CFP
Board’s enforcement process, which could result in suspension or permanent revocation of their
CFP® certification.
Item 3: Disciplinary Information
No management person at Crafted Finance, LLC has ever been involved in an arbitration claim of any kind or
been found liable in a civil, self-regulatory organization, or administrative proceeding.
Jonathan David "Joe" Wride has not been subject to any criminal actions, revocations, or suspensions.
Item 4: Other Business Activities
Jonathan David "Joe" Wride is not involved with outside business activities.
Item 5: Additional Compensation
Jonathan David "Joe" Wride does not receive any economic benefit from any person, company, or organization,
in exchange for providing Clients advisory services through CFL.
Item 6: Supervision
Jonathan David "Joe" Wride, as Investment Adviser Representative and Chief Compliance Officer of CFL, is
responsible for supervision. He may be contacted at the phone number on this brochure supplement.
27