Essential Planning, LLC

Firm Brochure (Part 2A of Form ADV) ESSENTIAL PLANNING, LLC 500 MARKET STREET, UNIT 1D PORTSMOUTH, NH 03801 Phone: 603-427-5164 Fax:603-427-5170 ESSENTIAL-PLANNING.COM This brochure provides information about the qualifications and business practices of ESSENTIAL PLANNING, LLC. If you have any questions about the contents of this brochure, please contact ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord at 603-427-5164, or by email (andy@essential-planning.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 ESSENTIAL PLANNING, LLC. is available on the SEC’s website at www.adviserinfo.sec.gov 01/26/2026 TOC 1 Essential Planning, LLC  Material Changes Annual Update The Material Changes section of this brochure will be updated at least annually and/or when material changes occur since the previous release of the Firm Brochure. Material Changes since the Last Update There have been material changes to this Brochure since the last annual amendment filing dated 03/26/2025. Specifically, Essential Planning, LLC (the “ESSENTIAL PLANNING, LLC”) has amended this Brochure to provide more specific disclosures, included at Item 5 to better explain its fee arrangements. ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions regarding the above changes, or any other issue pertaining to this Brochure. Full Brochure Available Whenever you would like to receive a complete copy of our Firm Brochure, please contact us by Telephone @ (603) 427-5164 or by email: info@essential-planning.com. TOC 2 Essential Planning, LLC  Table of Contents Material Change……………………………………………………………………………………..……….. 2 Advisory Business………………………………….…………………………………………………..…...5 Fees and Compensation…………………………………………………………………………..11 Performance Based Fees…………………………………………………………………………..12 Types of Clients ……………………………………………………………………………………12 Methods of Analysis, Investment Strategies, and Risk of Loss……………………………13 Disciplinary Information……………………………………………………………………………14 Other Financial Activities and Affiliations……………………………………………………..15 Code of Ethics, Participation or Interest in Client Transactions and Personal Trading ........... 16 Brokerage Practices ...................................................................................................................... 17 Review of Accounts……………………………………………………………………………….19 Client Referrals and Other Compensation ................................................................................... 20 Custody ......................................................................................................................................... 20 Investment Discretion ................................................................................................................... 20 Voting Client Securities ................................................................................................................ 21 Financial Information .................................................................................................................... 21 TOC 3 Essential Planning, LLC  Advisory Business Firm Description ESSENTIAL PLANNING, LLC, formerly ANDREW LORD & CO. and ANDREW C. LORD REGISTERED REP was founded in 1984. ESSENTIAL PLANNING, LLC provides discretionary (with limited exceptions relative to Independent Managers-see below) financial planning and investment management services on a fee basis as discussed at Item 5 below. Before engaging ESSENTIAL PLANNING, LLC to provide investment advisory services (planning and/or investment management), clients are generally required to enter into a written agreement(s) with ESSENTIAL PLANNING, LLC setting forth the terms and conditions of the engagement (including termination), describing the scope of the services to be provided, and the fee(s) that is due from the client. Principal Owners Andrew C. Lord is a 100 % stockholder. Types of Advisory Services Stand-Alone Initial Financial Planning and Non-Investment Consulting Services. ESSENTIAL PLANNING, LLC offers to provide financial planning and related consulting services regarding matters such as tax and estate planning, insurance, etc. on a stand-alone basis per the terms and conditions of a separate written agreement and fee, the fee for which shall generally be based upon the individual providing the service and the scope of the services to be provided. Prior to engaging ESSENTIAL PLANNING, LLC to provide planning or consulting services, clients are generally required to enter into a Financial Planning and Consulting Agreement with ESSENTIAL PLANNING, LLC setting forth the terms and conditions of the engagement (including termination), describing the scope of the services to be provided, and the portion of the fee that is due from the client prior to ESSENTIAL PLANNING, LLC commencing services. ESSENTIAL PLANNING, LLC’s planning fee ranges between $500 and $10,000, depending upon the scope of the services to be provided. To the extent requested by a client, we may recommend the services of other professionals for investment and non-investment implementation purpose (i.e., attorneys, accountants, insurance, etc.), including ESSENTIAL PLANNING, LLC’s representatives in their separate individual capacities as registered representatives of Valmark Securities, Inc. (“Valmark “), an SEC registered and FINRA member broker-dealer, and as licensed insurance agents (See Item 10 below). The client is under no obligation to engage the services of any such recommended professional. Please Note-Conflict of Interest: The recommendation that a client purchase a securities or insurance commission product from a ESSENTIAL PLANNING, LLC’s representative in his/her individual capacity as a representative of MAAC and/or as an insurance agent, presents a conflict of interest, as the receipt of commissions can provide an incentive to recommend investment and/or insurance products based on commissions - 4 - Essential Planning, LLC  to be received, rather than on a particular client’s need. The fees charged and compensation derived from the sale of such insurance and/or securities products are separate from, and in addition to, ESSENTIAL PLANNING, LLC’s investment advisory fee. No client is under any obligation to purchase any securities or insurance commission products from any of the ESSENTIAL PLANNING, LLC’s representatives. Clients are reminded that they can purchase securities and insurance products recommended by ESSENTIAL PLANNING, LLC’s representatives, through other, non-affiliated broker- dealers and/or insurance agents. If the client engages any unaffiliated professional, and a dispute arises thereafter relative to such engagement, the engaged professional shall remain exclusively responsible for resolving any such dispute with the client. ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions that a client or prospective client may have regarding the above conflicts of interest. Subsequent Financial Planning and Non-Investment Consulting Services. Upon completion of the initial financial planning engagement, if the client determines to engage ESSENTIAL PLANNING, LLC, for investment management services, ESSENTIAL PLANNING, LLC’s annual investment advisory fee shall generally (exceptions can occur) include ongoing financial planning services, to the extent specifically requested by the client. Please Note: In the event that the client requires extraordinary planning and/or consultation services (to be determined in the sole discretion of ESSENTIAL PLANNING, LLC), ESSENTIAL PLANNING, LLC may determine to charge for such additional services, the dollar amount of which shall be set forth in a separate written notice to the client. Please Also Note. ESSENTIAL PLANNING LLC believes that it is important for the client to address financial planning issues on an ongoing basis. ESSENTIAL PLANNING, LLC’s advisory fee, as set forth at Item 5 below, will remain the same regardless of whether or not the client determines to address financial planning issues with ESSENTIAL PLANNING, LLC. Estate Planning Services (Encore). As part of the financial planning process, ESSENTIAL PLANNING, LLC makes available to its clients (for a separate fee) the opportunity to consider and/or create various types of basic estate planning documents (i.e., wills, trusts, etc.) in conjunction with the estate planning software platform provided by Encore (www.encoreestateplans.com).  Encore and ESSENTIAL PLANNING, LLC are separate unaffiliated businesses. All documents are provided utilizing Encore’s estate planning platform. ESSENTIAL PLANNING, LLC, does not charge an additional fee to its clients to utilize Encore. Please Note: ESSENTIAL PLANNING, LLC is not a law firm, and no portion of its services, including those provided in conjunction with Encore, should be considered as legal advice, or the substitute for the client’s engagement of legal counsel. Please Also Note: For clients whose situation and needs require more sophisticated and customized estate planning advice and/or documents, the engagement of legal counsel should be considered. No client is under any obligation to utilize Encore.  Please Note: Retirement Rollovers-Potential for Conflict of Interest: A client or prospective client leaving an employer typically has four options regarding an existing retirement plan (and may engage in a combination of these options): (i) leave the money in the former employer’s plan, if permitted, (ii) roll over the assets to the new employer’s plan, if one is available and rollovers are permitted, (iii) roll over to an Individual Retirement Account (“IRA”), or (iv) cash out the account value (which could, depending upon the client’s age, result in adverse tax consequences). If ESSENTIAL PLANNING, LLC recommends that a client roll over their retirement plan assets into an account to be managed by ESSENTIAL PLANNING, LLC, such a recommendation creates a conflict of interest if ESSENTIAL PLANNING, LLC will earn new (or increase its current) compensation as a result of the rollover. If ESSENTIAL PLANNING, LLC provides a recommendation as to whether a client should engage in a - 5 - Essential Planning, LLC  rollover or not (whether it is from an employer’s plan or an existing IRA), ESSENTIAL PLANNING, LLC is acting as a fiduciary within the meaning of Title I of the Employee Retirement Income Security Act and/or the Internal Revenue Code, as applicable, which are laws governing retirement accounts. No client is under any obligation to roll over retirement plan assets to an account managed by ESSENTIAL PLANNING, LLC, whether it is from an employer’s plan or an existing IRA. ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions that a client or prospective client may have regarding the potential for conflict of interest presented by such rollover recommendation. Custodian Charges-Additional Fees. The specific broker-dealer/custodian could depend upon the scope and nature of the services required by the client and/or the direction of the client. As discussed below at Item 12 below, when requested to recommend a broker-dealer/custodian for client accounts, ESSENTIAL PLANNING, LLC generally recommends that Schwab or Fidelity serve as the broker- dealer/custodian for client investment management assets. Broker-dealers such as Schwab and Fidelity charge brokerage commissions, transaction, and/or other type fees for effecting certain types of securities transactions (i.e., including transaction fees for certain mutual funds, dealer spreads, and mark-ups and mark-downs charged for fixed income transactions, etc.). The types of securities for which transaction fees, commissions, and/or other type fees (as well as the amount of those fees) shall differ depending upon the broker-dealer/custodian. While certain custodians, including Schwab and Fidelity generally (with exceptions) do not currently charge fees on individual equity transactions (including ETFs), others do. Please Note: there can be no assurance that Schwab and Fidelity will not change its transaction fee pricing in the future. Please Also Note: Schwab and Fidelity may also assess fees to clients who elect to receive trade confirmations and account statements by regular mail rather than electronically. The above fees/charges are in addition to ESSENTIAL PLANNING, LLC’s investment advisory fee at Item 5 below. ESSENTIAL PLANNING, LLC does not receive any portion of these fees/charges. ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions that a client or prospective client may have regarding the above. Cash Sweep Accounts. Certain account custodians can require that cash proceeds from account transactions or new deposits be swept to and/or initially maintained in a specific custodian designated sweep account. The yield on the sweep account will generally be lower than those available for other money market accounts. When this occurs, to help mitigate the corresponding yield dispersion, ESSENTIAL PLANNING, LLC shall (usually within 30 days thereafter) generally (with exceptions) purchase a higher yielding money market fund (or other type security) available on the custodian’s platform, unless ESSENTIAL PLANNING, LLC reasonably anticipates that it will utilize the cash proceeds during the subsequent 30-day period to purchase additional investments for the client’s account. Exceptions and/or modifications can and will occur with respect to all or a portion of the cash balances for various reasons, including, but not limited to client direction, the amount of dispersion between the sweep account and a money market fund, the size of the cash balance, an indication from the client of an imminent need for such cash, or the client has a demonstrated history of writing checks from the account. Please Note: The above does not apply to the cash component maintained within a ESSENTIAL PLANNING, LLC actively managed investment strategy (the cash balances for which shall generally remain in the custodian designated cash sweep account), an indication from the client of a need for access to such cash, assets allocated to an unaffiliated investment manager, and cash balances maintained for fee billing purposes. Please Also Note: The client shall remain exclusively responsible for yield dispersion/cash balance decisions and corresponding transactions for cash balances maintained in any ESSENTIAL PLANNING, LLC unmanaged accounts. ANY QUESTIONS: - 6 - Essential Planning, LLC  ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions that a client or prospective client may have regarding the above. Portfolio Activity. ESSENTIAL PLANNING, LLC has a fiduciary duty to provide services consistent with the client’s best interest. ESSENTIAL PLANNING, LLC will review client portfolios on an ongoing basis to determine if any changes are necessary based upon various factors, including, but not limited to, investment performance, market conditions, fund manager tenure, style drift, account additions/withdrawals, and/or a change in the client’s investment objective. Based upon these factors, there may be extended periods of time when ESSENTIAL PLANNING, LLC determines that changes to a client’s portfolio are unnecessary. Clients remain subject to the fees described in Item 5 below during periods of portfolio inactivity. Of course, as indicated below, there can be no assurance that investment decisions made by ESSENTIAL PLANNING, LLC will be profitable or equal any specific performance level(s). Independent Managers. ESSENTIAL PLANNING, LLC may recommend (on a non-discretionary basis) that a client allocate a portion of the client’s investment assets among unaffiliated independent investment managers available on the Valmark Advisers, Inc. platform in conjunction with Advisers’ wrap program (“Advisers”-an SEC registered investment adviser), in accordance with the client’s investment objective(s). If the client determines to do so, the client will be required to sign a separate agreement with Advisers. In such situations, the Independent Manager[s] shall have day-to-day responsibility for the active discretionary management of the allocated assets, including, to the extent applicable, proxy voting responsibility. ESSENTIAL PLANNING, LLC shall continue to render investment supervisory services to the client relative to the ongoing monitoring and review of account performance, asset allocation and client investment objectives. Factors that ESSENTIAL PLANNING, LLC shall consider in recommending Independent Manager[s] include the client’s designated investment objective(s), management style, performance, reputation, financial strength, reporting, pricing, and research. Wrap Program: Under a wrap program, the wrap program sponsor arranges for the investor participant to receive investment advisory services, the execution of securities brokerage transactions, custody and reporting services for a single specified fee. Participation in a wrap program may cost the participant more or less than purchasing such services separately. Higher fees adversely impact account performance. Please Note. The investment management fee charged by Advisers and/or the Independent Manager[s] is separate from, and in addition to, ESSENTIAL PLANNING, LLC’s investment advisory fee disclosed at Item 5 below. Please Also Note: Certain of the ESSENTIAL PLANNING, LLC’s representatives, in their in their separate individual capacities, also serve as investment adviser representatives of Advisers, thereby creating a conflict of interest. No client is obligated to engage any Independent Manager[s] on the Advisers’ platform. Wrap Program: ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions that a client or prospective client may have regarding the allocation of account assets to an Independent Manager(s), including the specific additional fee to be charged by such Independent Manager(s). Cybersecurity Risk. The information technology systems and networks that ESSENTIAL PLANNING, LLC and its third-party service providers use to provide services to ESSENTIAL PLANNING, LLC’s clients employ various controls that are designed to prevent cybersecurity incidents stemming from intentional or unintentional actions that could cause significant interruptions in ESSENTIAL PLANNING, LLC’s operations and/or result in the unauthorized acquisition or use of clients’ confidential or non- - 7 - Essential Planning, LLC  public personal information. Clients and ESSENTIAL PLANNING, LLC are nonetheless subject to the risk of cybersecurity incidents that could ultimately cause them to incur financial losses and/or other adverse consequences. Although ESSENTIAL PLANNING, LLC has established processes to reduce the risk of cybersecurity incidents, there is no guarantee that these efforts will always be successful, especially considering that ESSENTIAL PLANNING, LLC does not control the cybersecurity measures and policies employed by third-party service providers, issuers of securities, broker-dealers, qualified custodians, governmental and other regulatory authorities, exchanges and other financial market operators and providers. Socially Responsible (ESG) Investing Limitations. Socially Responsible Investing involves the incorporation of Environmental, Social and Governance (“ESG”) considerations into the investment due diligence process. ESG investing incorporates a set of criteria/factors used in evaluating potential investments: Environmental (i.e., considers how a company safeguards the environment); Social (i.e., the manner in which a company manages relationships with its employees, customers, and the communities in which it operates); and Governance (i.e., company management considerations). The number of companies that meet an acceptable ESG mandate can be limited when compared to those that do not and could underperform broad market indices. Investors must accept these limitations, including potential for underperformance. As with any type of investment (including any investment and/or investment strategies recommended and/or undertaken by ESSENTIAL PLANNING, LLC), there can be no assurance that investment in ESG securities or funds will be profitable or prove successful. ESSENTIAL PLANNING, LLC, does not maintain or advocate an ESG investment strategy, but will seek to employ ESG if directed by a client to do so. If implemented, ESSENTIAL PLANNING, LLC shall rely upon the assessments undertaken by the unaffiliated mutual fund, exchange traded fund or separate account manager to determine that the fund’s or portfolio’s underlying company securities meet a socially responsible mandate. Cryptocurrency: For clients who want exposure to cryptocurrencies, including Bitcoin, ESSENTIAL PLANNING, LLC, will advise the client to consider a potential investment in corresponding exchange traded securities, or an allocation to separate account managers and/or private funds that provide cryptocurrency exposure. Crypto is a digital currency that can be used to buy goods and services, but uses an online ledger with strong cryptography (i.e., a method of protecting information and communications through the use of codes) to secure online transactions. Unlike conventional currencies issued by a monetary authority, cryptocurrencies are generally not controlled or regulated, and their price is determined by the supply and demand of their market. Because cryptocurrency is currently considered to be a speculative investment, ESSENTIAL PLANNING, LLC will not exercise discretionary authority to purchase a cryptocurrency investment for client accounts. Rather, a client must expressly authorize the purchase of the cryptocurrency investment. Please Note: ESSENTIAL PLANNING, LLC does not recommend or advocate the purchase of, or investment in, cryptocurrencies. ESSENTIAL PLANNING, LLC considers such an investment to be speculative. Please Also Note: Clients who authorize the purchase of a cryptocurrency investment must be prepared for the potential for liquidity constraints, extreme price volatility and complete loss of principal. Please Note-Use of Mutual and Exchange Traded Funds: ESSENTIAL PLANNING, LLC utilizes mutual funds and exchange traded funds for its client portfolios. In addition to ESSENTIAL PLANNING, LLC’s investment advisory fee described below, and transaction and/or custodial fees discussed above, clients will also incur, relative to all mutual fund and exchange traded fund purchases, charges imposed at the fund level (e.g., management fees and other fund expenses). The mutual funds and exchange - 8 - Essential Planning, LLC  traded funds utilized by ESSENTIAL PLANNING, LLC are generally available directly to the public. Thus, a client can generally obtain the funds recommended and/or utilized by ESSENTIAL PLANNING, LLC independent of engaging ESSENTIAL PLANNING, LLC as an investment advisor. However, if a prospective client does so, then he/she/they will not receive ESSENTIAL PLANNING, LLC's initial and ongoing investment advisory services. Please Note-Use of DFA Mutual Funds: ESSENTIAL PLANNING, LLC utilizes the mutual funds issued by Dimensional Fund Advisors (“DFA”). DFA funds are generally only available through registered investment advisers approved by DFA. Thus, if the client was to terminate ESSENTIAL PLANNING, LLC’s services, and transition to another adviser who has not been approved by DFA to utilize DFA funds, restrictions regarding additional purchases of, or reallocation among other DFA funds, will generally apply. ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions that a client or prospective client may have regarding the above. Please Note: Cash Positions. ESSENTIAL PLANNING, LLC continues to treat cash as an asset class. As such, unless determined to the contrary by ESSENTIAL PLANNING, LLC, all cash positions (money markets, etc.) shall continue to be included as part of assets under management for purposes of calculating ESSENTIAL PLANNING, LLC’s advisory fee. At any specific point in time, depending upon perceived or anticipated market conditions/events (there being no guarantee that such anticipated market conditions/events will occur), ESSENTIAL PLANNING, LLC may maintain cash positions for defensive purposes. In addition, while assets are maintained in cash, such amounts could miss market advances. Depending upon current yields, at any point in time, ESSENTIAL PLANNING, LLC’s advisory fee could exceed the interest paid by the client’s money market fund. ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions that a client or prospective may have regarding the above fee billing practice. Borrowing Against Assets/Risks. A client who has a need to borrow money could determine to do so by using: • Margin-The account custodian or broker-dealer lends money to the client. The custodian charges the client interest for the right to borrow money, and uses the assets in the client’s brokerage account as collateral; and, • Pledged Assets Loan- In consideration for a lender (i.e., a bank, etc.) to make a loan to the client, the client pledges investment assets held at the account custodian as collateral. These above-described collateralized loans are generally utilized because they typically provide more favorable interest rates than standard commercial loans. These types of collateralized loans can assist with a pending home purchase, permit the retirement of more expensive debt, or enable borrowing in lieu of liquidating existing account positions and incurring capital gains taxes. However, such loans are not without potential material risk to the client’s investment assets. The lender (i.e., custodian, bank, etc.) will have recourse against the client’s investment assets in the event of loan default or if the assets fall below a certain level. For this reason, ESSENTIAL PLANNING, LLC does not recommend such borrowing unless it is for specific short-term purposes (i.e., a bridge loan to purchase a new residence). ESSENTIAL PLANNING, LLC does not recommend such borrowing for investment purposes (i.e., to invest borrowed funds in the market). Regardless, if the client was to determine to utilize margin or a pledged assets loan, the following economic benefits would inure to ESSENTIAL PLANNING, LLC: • by taking the loan rather than liquidating assets in the client’s account, ESSENTIAL PLANNING, - 9 - Essential Planning, LLC  • • LLC continues to earn a fee on such Account assets; and, if the client invests any portion of the loan proceeds in an account to be managed by ESSENTIAL PLANNING, LLC, ESSENTIAL PLANNING, LLC will receive an advisory fee on the invested amount; and, if ESSENTIAL PLANNING, LLC’s advisory fee is based upon the higher margined account value, ESSENTIAL PLANNING, LLC will earn a correspondingly higher advisory fee. This could provide ESSENTIAL PLANNING, LLC with a disincentive to encourage the client to discontinue the use of margin. Please Note: The Client must accept the above risks and potential corresponding consequences associated with the use of margin or a pledged assets loan. Client Obligations. In performing our services, ESSENTIAL PLANNING, LLC shall not be required to verify any information received from the client or from the client’s other professionals and is expressly authorized to rely thereon. Moreover, it remains each client’s responsibility to promptly notify ESSENTIAL PLANNING, LLC if there is ever any change in his/her/its financial situation or investment objectives for the purpose of reviewing/evaluating/revising our previous recommendations and/or services. Please Note: Investment Risk. Different types of investments involve varying degrees of risk, and it should not be assumed that future performance of any specific investment or investment strategy (including the investments and/or investment strategies recommended or undertaken by ESSENTIAL PLANNING, LLC) will be profitable or equal any specific performance level(s). Disclosure Brochure. A copy of ESSENTIAL PLANNING, LLC’s written Brochure as set forth on Part 2A of Form ADV and Form CRS (Client Relationship Summary) shall be provided to each client prior to, or contemporaneously with, the execution of an agreement between the client and ESSENTIAL PLANNING, LLC. Assets Under Management (AUM): As of 12/31/2025, assets under management were $524,444,621, of which, we managed approximately 100% on a discretionary basis. Fees and Compensation Description Financial Planning Engagement: Per Item 4 above, the amount of the fee and payment terms are set forth in the Financial Planning and Consulting Agreement. Ongoing Advisory Services Fee Arrangements. Subsequent to the initial financial planning engagement, ESSENTIAL PLANNING, LLC shall generally price its advisory services (investment management and ongoing planning-see Item 4 above) based upon various objective and subjective factors. ESSENTIAL PLANNING, LLC’s fee shall generally have both a monthly fixed fee component (payable in quarterly installments) and a percentage of assets under management component as set - 10 - Essential Planning, LLC  forth in its Investment Advisory Agreement with the client. The monthly fixed fee component will generally range from $125 to $725 and the percentage of assets under management fee component will generally range from 0.6% to 1.25% per annum, payable quarterly, in arrears, based upon the market value of the assets on the last day of the previous quarter. As a result, our clients could pay diverse fees based upon the type, amount and market value of their assets, the anticipated complexity of the engagement, the anticipated level and scope of the overall investment advisory and consulting services to be rendered. Additional factors affecting pricing can include related accounts, employee accounts, referrals from existing clients, competition, and negotiations. Please Note: As a result of these objective and subjective factors, similarly situated clients could pay diverse fees, and the services to be provided by ESSENTIAL PLANNING, LLC to any particular client could be available from other advisers at lower fees. All clients and prospective clients should be guided accordingly. Please Also Note: Exceptions can be made to the above (i.e., an all-fixed fee arrangement, an all % of AUM arrangement, etc.). The client’s fee arrangement will be set forth in the Investment Advisory Agreement. See also Custodian Charges-Additional Fees and Independent Manager[s] at Item 4 above. ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions regarding advisory fees. Past Due Accounts and Termination of Agreement ESSENTIAL PLANNING, LLC reserves the right to stop work on any account that is more than 30 days overdue. In addition, ESSENTIAL PLANNING, LLC reserves the right to terminate any financial planning engagement where a client has willfully concealed or has refused to provide pertinent information about financial situations when necessary and appropriate, in ESSENTIAL PLANNING, LLC’s judgment, to providing proper financial advice. Any unused portion of fees collected in advance will be refunded within 30 days. Performance-Based Fees Sharing of Capital Gains ESSENTIAL PLANNING, LLC is not a party to any performance or incentive-related compensation arrangements with its clients. Types of Clients Description The ESSENTIAL PLANNING, LLC provides financial planning and advisory services primarily to individuals and families. It does not require a minimum fee or minimum assets under management to - 11 - Essential Planning, LLC  commence (or continue) an engagement. See also Ongoing Advisory Services Fee Arrangements at Item 5 above. Methods of Analysis, Investment Strategies and Risk of Loss Methods of Analysis Security analysis methods may include charting, fundamental analysis, technical analysis, and cyclical analysis. The main sources of information include financial newspapers and magazines, inspections of corporate activities, research materials prepared by others, corporate rating services, annual reports, prospectuses, filings with the Securities and Exchange Commission, and company press releases. Other sources of information that ESSENTIAL PLANNING, LLC may use include Morningstar Principia mutual fund information, Morningstar Principia stock information, Charles Schwab & Company's "Schwab Link" service, Advisor Intelligence, and the World Wide Web. Investment Strategies The primary investment strategy used on client accounts is strategic asset allocation utilizing a core and satellite approach. This means that we use passively-managed index and exchange-traded funds as the core investments, and then add actively-managed funds we perceive greater opportunities to make a difference. Portfolios are often globally diversified to control the risk associated with traditional markets. The investment strategy for a specific client is based upon the objectives stated by the client during consultations. The client may change these objectives at any time. Other strategies may include long-term purchases, short-term purchases, trading, short sales, margin transactions, and option writing (including covered options, uncovered options or spreading strategies). Risk of Loss All investment programs have certain risks that are borne by the investor. Our investment approach constantly keeps the risk of loss in mind. Investors face the following investment risks and more: - 12 - Essential Planning, LLC  • Interest-rate Risk: Fluctuations in interest rates may 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, bond, or mutual fund may drop in reaction to tangible and intangible events and conditions. This type of risk may even be caused by external factors independent of a security’s particular underlying circumstances. For example, political, economic and social conditions may trigger market events and risk. 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 is eroding at the rate of inflation. • Currency Risk: Overseas investments are subject to fluctuations in the value of the dollar against the currency of the investment’s originating country. This is also referred to as exchange rate risk. • Reinvestment Risk: This is the risk that future proceeds from investments may have to be reinvested at a potentially lower rate of return (i.e. interest rate). This primarily relates to fixed income securities. • Business Risk: These risks are often 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 may carry a higher risk of profitability than an electric company, which generates its income from a steady stream of customers who buy electricity, often 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 traders are interested in a standardized product. For example, Treasury Bills are usually highly liquid, while real estate properties may not be. • Financial Risk: And example of financial risk is excessive borrowing. Excessive borrowing to finance a business’ 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 may result in bankruptcy and/or a declining market value. Disciplinary Information Legal and Disciplinary Andrew Lord has the following disciplinary history: • Category: Regulatory Action Event Date: 02/27/2014 • Status: Final • Status Date: 02/27/2014 • Initiated by: FINRA • Employing Firm: FORTUNE FINANCIAL SERVICES, INC. Event Details: ARTICLE V, SECTION 2(C) OF THE FINRA BY-LAWS AND FINRA RULES 1122 AND 2010: LORD FAILED TO AMEND HIS UNIFORM APPLICATIONS FOR SECURITIES INDUSTRY REGULATION (FORM U4) OR TRANSFER TO DISCLOSE MATERIAL INFORMATION, AN - 13 - Essential Planning, LLC  UNSATISFIED TAX LIEN. WITHOUT ADMITTING OR DENYING THE FINDINGS, LORD CONSENTED TO THE DESCRIBED SANCTIONS AND TO THE ENTRY OF FINDINGS, THEREFORE HE WAS FINED $5,000 AND SUSPENDED FROM ASSOCIATION WITH ANY FINRA MEMBER IN ANY CAPACITY FOR 20 BUSINESS DAYS. THE SUSPENSION WAS IN EFFECT FROM MARCH 17, 2014 THROUGH APRIL 11, 2014. • Sanctions: Suspension and Civil Fine • Sanction Details: Suspension in any capacity for 20 business days 03/17/2014 - 04/11/2014 Monetary related sanction, civil and administrative fine totaling $5,000. Rep paid in full on 03/28/2014 \ Initiated: Commonwealth of Massachusetts Division of Securities • Category: State undertaking. • Status: Final • Status Date: 5/30/2014 • • Employing Firm: Investors Capital Corp. ON OR ABOUT MAY 30, 2014 DEALER SUBMITTED TO THE CRD OF FINRA AN APPLICATION FOR SECURITIES INDUSTRY REGISTRATION (THE IAR APPLICATION) SEEKING REGISTRATION OF LORD AS AN INVESTMENT ADVISOR REP OF DEALER IN MASSACHUSETTS. ON OR ABOUT JUNE 3, 2014 DEALER SUBMITTED TO THE CRD OF FINRA AN APPLICATION FOR SECURITIES INDUSTRY REGISTRATION (THE BD REP APPLICATION) SEEKING REGISTRATION OF LORD AS A REP OF DEALER IN MASSACHUSETTS. ON OR ABOUT FEBRUARY 27, 2014 FINRA INITIATED A REGULATORY ACTION AGAINST LORD FOR FAILING TO FILE AN AMENDMENT TO HIS FORM U4 WITH THE CRD TO DISCLOSE AN OUTSTANDING IRS TAX LIEN THAT WAS FILED AGAINST LORD ON AUGUST 12, 2010. THE LIEN WAS NOT REPORTED TO THE CRD BY LORD UNTIL FEBRUARY 17, 2014. ON FEBRUARY 27, 2014 LORD ENTERED INTO AN ACCEPTANCE WAIVER & CONSENT WITH FINRA IN WHICH MR. LORD WAS SUSPENDED FOR 20 DAYS AND FINED $5,000. THE ABOVE STATED DISCLOSURE INCIDENTS AGAINST MR. LORD HAVE MOVED THE DIVISION TO PLACE CONDITIONS ON HIS REGISTRATION AS A REP OF DEALER. Sanctions: CONDITIONS ON REGISTATION Sanction Details: 2 YRS. HEIGHTENED SUPERVISION Other Financial Industry Activities and Affiliations Financial Industry Activities As indicated at Item 4 above, ESSENTIAL PLANNING, LLC does not serve as an attorney, accountant, or insurance agent, and no portion of our services should be construed as same. Accordingly, ESSENTIAL PLANNING, LLC does not prepare legal documents, prepare tax returns, or sell insurance products. To the extent requested by a client, we may recommend the services of other professionals for non-investment implementation purpose (i.e., attorneys, accountants, insurance, etc.), including ESSENTIAL PLANNING, LLC’s representatives in their separate individual capacities as registered representatives of Valmark Securities, Inc. (“Valmark “), an SEC registered and FINRA member broker- dealer, and as licensed insurance agents (See Item 10 below). The client is under no obligation to - 14 - Essential Planning, LLC  engage the services of any such recommended professional. Please Note-Conflict of Interest: The recommendation that a client purchase a securities or insurance commission product from an ESSENTIAL PLANNING, LLC’s representative in his/her individual capacity as a representative of MAAC and/or as an insurance agent, presents a conflict of interest, as the receipt of commissions can provide an incentive to recommend investment and/or insurance products based on commissions to be received, rather than on a particular client’s need. The fees charged and compensation derived from the sale of such insurance and/or securities products is separate from, and in addition to, ESSENTIAL PLANNING, LLC’s investment advisory fee. No client is under any obligation to purchase any securities or insurance commission products from any of the ESSENTIAL PLANNING, LLC’s representatives. Clients are reminded that they can purchase securities and insurance products recommended by an ESSENTIAL PLANNING, LLC’s representatives through other, non-affiliated broker-dealers and/or insurance agents. If the client engages any unaffiliated professional, and a dispute arises thereafter relative to such engagement, the engaged professional shall remain exclusively responsible for resolving any such dispute with the client. Advisers. As indicated above at Item 4 (Independent Manager[s]), certain of the ESSENTIAL PLANNING, LLC’s representatives, in their separate individual capacities, also serve as investment adviser representatives of Advisers, thereby creating a conflict of interest. No client is obligated to engage any Independent Manager[s] on the Advisers’ platform. Wrap Program. ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions that a client or prospective client may have regarding the above conflicts of interest. Code of Ethics, Participation or Interest in Client Transactions and Personal Trading Code of Ethics The employees of ESSENTIAL PLANNING, LLC have committed to a Code of Ethics that is available for review by clients and prospective clients upon request. The firm will provide a copy of the Code of Ethics to any client or prospective client upon request. Participation or Interest in Client Transactions ESSENTIAL PLANNING, LLC and its employees may buy or sell securities that are also held by clients. Employees may not trade their own securities ahead of client trades. Employees comply with the provisions of the ESSENTIAL PLANNING, LLC Compliance Manual. Personal Trading The Compliance Officer of ESSENTIAL PLANNING, LLC is Andrew C. Lord. He reviews all employee - 15 - Essential Planning, LLC  trades each quarter. The personal trading reviews are designed to ensure that the personal trading of employees does not affect the markets, and that clients of the firm receive preferential treatment. Since most employee trades are small mutual fund trades or exchange traded funds, the trades do not affect the securities markets much. The Compliance Officer has another administrative employee review his and his family’s accounts as well. Brokerage Practices In the event that the client requests that ESSENTIAL PLANNING, LLC recommend a broker- dealer/custodian for execution and/or custodial services, ESSENTIAL PLANNING, LLC generally recommends that investment advisory accounts be maintained at Charles Schwab & Co., Inc. (“Schwab”) and Fidelity. Prior to engaging ESSENTIAL PLANNING, LLC to provide investment management services, the client will be required to enter into a formal Investment Advisory Agreement with ESSENTIAL PLANNING, LLC setting forth the terms and conditions under which ESSENTIAL PLANNING, LLC shall advise on the client's assets, and a separate custodial/clearing agreement with each designated broker-dealer/custodian. Factors that ESSENTIAL PLANNING, LLC considers in recommending Schwab (or any other broker- dealer/custodian to clients) include historical relationship with ESSENTIAL PLANNING, LLC, financial strength, reputation, execution capabilities, pricing, research, and service. Broker-dealers such as Schwab and Fidelity can charge transaction fees for effecting certain securities transactions (See Item 4 above). To the extent that a transaction fee will be payable by the client, the transaction fee shall be in addition to ESSENTIAL PLANNING, LLC’s investment advisory fee referenced in Item 5 above. To the extent that a transaction fee is payable, ESSENTIAL PLANNING, LLC shall have a duty to obtain best execution for such transaction. However, that does not mean that the client will not pay a transaction fee that is higher than another qualified broker-dealer might charge to affect the same transaction where ESSENTIAL PLANNING, LLC determines, in good faith, that the transaction fee is reasonable. In seeking best execution, the determinative factor is not the lowest possible cost, but whether the transaction represents the best qualitative execution, taking into consideration the full range of a broker-dealer’s services, including the value of research provided, execution capability, transaction rates, and responsiveness. Accordingly, although ESSENTIAL PLANNING, LLC will seek competitive rates, it may not necessarily obtain the lowest possible rates for client account transactions. Economic Benefits Although not a material consideration when determining whether to recommend that a client utilize the services of a particular broker-dealer/custodian, ESSENTIAL PLANNING, LLC can receive from Schwab or Fidelity (or another broker-dealer/custodian, investment manager, platform sponsor, fund sponsor, or vendor) without cost (and/or at a discount) support services and/or products, certain of which assist ESSENTIAL PLANNING, LLC to better monitor and service client accounts. Included within the support services that can be obtained by ESSENTIAL PLANNING, LLC can be investment- related research, pricing information and market data, software and other technology that provide access to client account data, compliance and/or practice management-related publications, discounted - 16 - Essential Planning, LLC  or gratis consulting services (including those provided by unaffiliated vendors and professionals), discounted and/or gratis attendance at conferences, meetings, and other educational and/or social events, marketing support (including client events), computer hardware and/or software and/or other products used by ESSENTIAL PLANNING, LLC in furtherance of its investment advisory business operations. Certain of the benefits that could be received can also assist ESSENTIAL PLANNING, LLC to manage and further develop its business enterprise and/or benefit ESSENTIAL PLANNING, LLC’s representatives. ESSENTIAL PLANNING, LLC’s clients do not pay more for investment transactions effected and/or assets maintained at Schwab or Fidelity as the result of this arrangement. There is no corresponding commitment made by ESSENTIAL PLANNING, LLC to Schwab, Fidelity, or any other any entity, to invest any specific amount or percentage of client assets in any specific mutual funds, securities or other investment products as result of the above arrangement. ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions that a client or prospective client may have regarding the above arrangements and the corresponding conflicts of interest presented by such arrangements. Directed Brokerage ESSENTIAL PLANNING, LLC recommends that its clients utilize the brokerage and custodial services provided by Schwab and/or Fidelity. The Firm generally does not accept directed brokerage arrangements (but could make exceptions). A directed brokerage arrangement arises when a client requires that account transactions be effected through a specific broker-dealer/custodian, other than one generally recommended by ESSENTIAL PLANNING, LLC (i.e., Schwab, Fidelity). In such client directed arrangements, the client will negotiate terms and arrangements for their account with that broker-dealer, and Firm will not seek better execution services or prices from other broker-dealers or be able to "batch" the client’s transactions for execution through other broker-dealers with orders for other accounts managed by ESSENTIAL PLANNING, LLC. As a result, a client may pay higher commissions or other transaction costs or greater spreads, or receive less favorable net prices, on transactions for the account than would otherwise be the case. Please Note: In the event that the client directs ESSENTIAL PLANNING, LLC to effect securities transactions for the client’s accounts through a specific broker-dealer, the client correspondingly acknowledges that such direction may cause the accounts to incur higher commissions or transaction costs than the accounts would otherwise incur had the client determined to effect account transactions through alternative clearing arrangements that may be available through ESSENTIAL PLANNING, LLC. Please Also Note: Higher transaction costs adversely impact account performance. Please Further Note: Transactions for directed accounts will generally be executed following the execution of portfolio transactions for non-directed accounts. Order Aggregation Transactions for each client account generally will be effected independently unless Firm decides to - 17 - Essential Planning, LLC  purchase or sell the same securities for several clients at approximately the same time. The Firm may (but is not obligated to) combine or “batch” such orders for individual equity transactions (including ETFs) with the intention to obtain better price execution, to negotiate more favorable commission rates, or to allocate more equitably among the Firm’s clients’ differences in prices and commissions or other transaction costs that might have occurred had such orders been placed independently. Under this procedure, transactions will be averaged as to price and will be allocated among clients in proportion to the purchase and sale orders placed for each client account on any given day. In the event that the Firm becomes aware that a Firm employee seeks to trade in the same security on the same day, the employee transaction will either be included in the “batch” transaction or transacted after all discretionary client transactions have been completed. The Firm shall not receive any additional compensation or remuneration as the result of such aggregation. Review of Accounts Planning Meetings Essential Planning reviews clients’ accounts for appropriateness and relative value of investments. We meet periodically to discuss current developments and relative merits of investments. We appraise account holdings and review accounts for accuracy from an administrative, accounting and investment viewpoint. An investment advisor representative reviews the appropriateness of investment holdings on an ongoing basis. Planning Meeting Triggers Other conditions that may trigger a review are changes in the tax laws, new investment information, and changes in a client's situation. Regular Reports Account reviewers are investment advisor representatives of the firm. They are instructed to consider the client's current security positions and the likelihood that the performance of each security will contribute to the investment objectives of the client. Clients may receive periodic communications from time to time. Advisory Service Agreement clients, Investment Management clients, and Retainer Agreement clients receive written updates. The updates may include a net worth statement, portfolio statement (from the custodian), a summary of objectives and progress towards meeting those objectives and/or “to do” lists. - 18 - Essential Planning, LLC  Client Referrals and Other Compensation As indicated at Item 12 above, ESSENTIAL PLANNING, LLC can receive from Schwab and/or Fidelity (and others) without cost (and/or at a discount), support services and/or products. ESSENTIAL PLANNING, LLC’s clients do not pay more for investment transactions affected and/or assets maintained at Schwab or Fidelity (or any other institution) as result of this arrangement. There is no corresponding commitment made by ESSENTIAL PLANNING, LLC to Schwab, Fidelity, or to any other entity, to invest any specific amount or percentage of client assets in any specific mutual funds, securities or other investment products as the result of the above arrangement. ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions that a client or prospective client may have regarding the above arrangements and the corresponding conflicts of interest presented by such arrangement. ESSENTIAL PLANNING, LLC does not maintain promoter arrangements/pay referral fee compensation to non-employees for new client introductions. Custody ESSENTIAL PLANNING, LLC shall have the ability to deduct its advisory fee from the client’s custodial account. Clients are provided with written transaction confirmation notices, and a written summary account statement directly from the custodian (i.e., Schwab, Fidelity) at least quarterly. Please Note: To the extent that ESSENTIAL PLANNING, LLC provides clients with periodic account statements or reports, the client is urged to compare any statement or report provided by ESSENTIAL PLANNING, LLC with the account statements received from the account custodian. Please Also Note: The account custodian does not verify the accuracy of ESSENTIAL PLANNING, LLC’s advisory fee calculation. Certain clients have established asset transfer authorizations that permit the qualified custodian to rely upon instructions from ESSENTIAL PLANNING, LLC to transfer client funds or securities to third parties. These arrangements are disclosed at Item 9 of Part 1 of Form ADV. However, in accordance with the guidance provided in the SEC’s February 21, 2017 Investment Adviser Association No-Action Letter, the affected accounts are not subject to an annual surprise CPA examination. ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions that a client or prospective client may have regarding custody-related issues. Investment Discretion Discretionary Authority for Trading The client can determine to engage ESSENTIAL PLANNING, LLC to provide investment advisory - 19 - Essential Planning, LLC  services on a discretionary basis. Prior to engaging ESSENTIAL PLANNING, LLC to provide investment management services, the client will be required to enter into a formal Investment Advisory Agreement with ESSENTIAL PLANNING, LLC setting forth the terms and conditions under which ESSENTIAL PLANNING, LLC shall manage the client's assets, and a separate custodial/clearing agreement with each designated broker-dealer/custodian. Clients who engage ESSENTIAL PLANNING, LLC on a discretionary basis may, at any time, impose restrictions, in writing, on ESSENTIAL PLANNING, LLC’s discretionary authority. (i.e., limit the types/amounts of particular securities purchased for their account, exclude the ability to purchase securities with an inverse relationship to the market, limit or proscribe ESSENTIAL PLANNING, LLC’s use of margin, etc.). Voting Client Securities Proxy Votes The ESSENTIAL PLANNING, LLC does not vote client proxies. Clients maintain exclusive responsibility for: (1) directing the manner in which proxies solicited by issuers of securities owned by the client shall be voted; and (2) making all elections, decisions, and filings relative to any mergers, acquisitions, tender offers, bankruptcy proceedings, class actions, or other type actions or events pertaining to the client’s investment assets. Clients will receive their proxies or other solicitations directly from their custodian. Clients may contact ESSENTIAL PLANNING, LLC to discuss any questions they may have with a particular solicitation. Financial Information Financial Condition A. ESSENTIAL PLANNING, LLC does not require clients pay fees more than six months in advance. B. ESSENTIAL PLANNING, LLC is unaware of any financial condition that is reasonably likely to impair its ability to meet its contractual commitments relating to its discretionary authority over certain client accounts. ESSENTIAL PLANNING, LLC has not been the subject of a bankruptcy petition. ANY QUESTIONS: ESSENTIAL PLANNING, LLC’s Chief Compliance Officer, Andrew Lord, remains available to address any questions regarding this Brochure. - 20 - Essential Planning, LLC  - 21 - Essential Planning, LLC