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Item 1. Cover Page
FORM ADV PART 2A (“Brochure”)
Florida Financial Advisors, LLC
Home Office:
6550 W Hillsborough Avenue, Suite 130
Tampa, FL 33634
(813) 333-1683
www.floridafa.com
October 2025
This Brochure provides information about the qualifications and business practices of Florida
Financial Advisors, LLC (“FFA”, “Adviser”, “us”, “we”, “our”). If you (“client,” “prospective client,”
“investor”) have any questions about the contents of this Brochure, please contact us at (813)
333-1683, option 3. The information in this Brochure has not been approved or verified by the
United States Securities and Exchange Commission (SEC) or by any state securities authority.
FFA is a Registered Investment Adviser. Registration of an Investment Adviser does not imply any
level of skill or training. The oral and written communications of an Adviser provide you with
information that you may use to determine whether to hire or retain them. Additional
information about the Adviser is also available via the SEC’s website www.adviserinfo.sec.gov.
You can search this site by using a unique identifying number, known as a CRD number. The CRD
number for the Adviser is 288811. The SEC’s web site also provides information about any
persons affiliated with the Adviser who are registered, or are required to be registered, as
Investment Adviser Representatives of the Adviser (“IARs”).
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Item 2 – Material Changes
Form ADV Part 2 requires registered investment advisers to amend their brochure when
information becomes materially inaccurate. If there are any material changes to an adviser’s
brochure, the adviser is required to notify clients and provide a description of the material
changes. Generally, FFA will notify clients of material changes on an annual basis. However, when
FFA determines that an interim notification is either meaningful or required, FFA will notify our
clients promptly. In either case, FFA will notify our clients in a separate document.
The last annual filing of our Brochure dated March 2025, has been updated as of October 2025.
There are no material changes since the last annual amendment. However, we have moved to a
new address and changed our Chief Compliance Officer (“CCO”) from Jason Mickool to Jennifer
M. Selliers.
For additional details, please see the item in this Brochure referenced in the summary above.
Additional editorial and non-material changes were made throughout the Brochure, including
those made in August.
The revised Brochure will be available since our last delivery or posting of this Brochure on the
SEC’s public disclosure website (IAPD) at www.adviserinfo.sec.gov or clients may contact our
office at the number listed on the cover page of this Brochure to obtain a copy. When an update
is made to this Brochure, FFA will send a copy to clients with the summary of material changes,
or a summary of material changes that includes an offer to send clients a copy [either by
electronic means (email) or in hard copy form].
At any time, you may contact us at (813) 333-1683, option 3, if you have any questions about this
Brochure.
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Item 3 – Table of Contents
Item 1 – Cover Page ...................................................................................................................... 1
Item 2 – Material Changes ............................................................................................................ 2
Item 3 – Table of Contents ............................................................................................................ 3
Item 4 – Advisory Business Introduction ....................................................................................... 4
Item 5 – Fees and Compensation .................................................................................................. 7
Item 6 – Performance-Based Fee and Side-by-Side Management .............................................. 14
Item 7 – Types of Client(s) ........................................................................................................... 14
Item 8 – Methods of Analysis, Investment Strategies and Risk of Loss ....................................... 14
Item 9 – Disciplinary Information ................................................................................................ 22
Item 10 – Other Financial Industry Activities and Affiliations ..................................................... 22
Item 11 – Code of Ethics, Participation or Interest in Client Transactions and Personal Trading 24
Item 12 – Brokerage Practices .................................................................................................... 26
Item 13 – Review of Accounts ..................................................................................................... 29
Item 14 – Client Referrals and Other Compensation ................................................................... 30
Item 15 – Custody ....................................................................................................................... 30
Item 16 – Investment Discretion ................................................................................................. 30
Item 17 – Voting Client Securities ............................................................................................... 31
Item 18 – Financial Information .................................................................................................. 32
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Item 4 – Advisory Business Introduction
Our Advisory Business
FFA is an investment advisory firm providing customized financial planning and investment
advisory services to a broad array of clients. FFA is a limited liability company founded in 2017 by
Jason Mickool and, as of September 12, 2022 is now directly owned by Florida-Trinity Holdco, LLC
that is principally owned by Jason Mickool (through Mickool Enterprises One, Inc., Mickool
Enterprises Two, Inc. and Mickool Enterprises Three, Inc.) and AL Marketing, LLC, a wholly owned
subsidiary of AmeriLife Group LLC (“AmeriLife”). FFA is also under common ownership with
Trinity Wealth Securities, LLC (“TWS”), a broker/dealer, and (“FFI”), an insurance agency. For
additional information about TWS and FFI, see Item 10.
FFA is registered as an investment adviser with the SEC. As of December 31, 2024, we had
$317,826,011 in discretionary and $0 in non-discretionary assets under management.
We provide investment advice through our Investment Adviser Representatives (IARs) associated
with us. We primarily provide financial planning and investment advisory services to individuals,
trusts, estates, charitable organizations, pension plans/profit sharing plans, corporations and
business entities, and state or municipal government entities.
Financial Planning
As part of our investment advisory relationship with our clients, we provide financial planning
services. Fee based financial planning is a comprehensive relationship which incorporates many
different aspects of your financial status into an overall plan to help guide your goals and
objectives. The financial planning relationship consists of face-to-face meetings and ad hoc
meetings with you and/or your other professionals (e.g., attorneys, accountants, etc.) as
necessary. Generally, the financial plan is presented to the client within 30 – 60 days (of the
contract date). Follow-on client service meetings may take place thereafter, at FFA’s discretion.
In performing financial planning services, we typically examine and analyze your overall financial
situation, which can include issues such as taxes, insurance needs, overall debt, credit, business
planning, retirement savings and reviewing your current investment program. Our services focus
on all or only one of these areas depending upon the scope of our engagement with you.
It is essential that you provide the information and documentation we request regarding your
income, investments, taxes, insurance, estate plan, etc. We will discuss your investment
objectives, needs and goals, but you are obligated to inform us of any changes. We do not verify
any information obtained from you, your attorney, accountant, or other professionals.
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If you engage us to perform these services, you will receive a written agreement specifying the
services, fees, terms, and conditions of the relationship. An
IAR can make various
recommendations through the financial plan, including but not limited to recommending the
services of other professionals for implementation purposes. The IAR can recommend using or
select TWS’ brokerage services or FFI’s insurance services, affiliates of FFA. You are under no
obligation to implement recommendations through us. You can implement your financial plan
through any financial organization of your choice. See disclosures below in Item 10.
Investment Advisory Services
FFA manages client investment portfolios on a discretionary or non-discretionary basis. FFA
tailors its advisory services to meet the needs of its individual clients. FFA consults with clients
on an initial and ongoing basis to assess their specific risk tolerance, time horizon, liquidity
constraints and other related factors relevant to the management of their portfolios. Clients are
advised to promptly notify FFA if there are changes in their financial situation or if they wish to
place any limitations on the management of their portfolios. Clients may impose reasonable
restrictions or mandates on the management of their accounts if FFA determines, in its sole
discretion, the conditions would not materially impact the performance of a management
strategy or prove overly burdensome to the Adviser’s management efforts.
FFA primarily allocates client assets among various mutual funds, exchange-traded funds (ETFs),
and individual equity securities and recommends various products and services available through
Turnkey Asset Management Platforms (“TAMPs”) in accordance with the client’s stated
investment objectives.
Upon request, FFA can also provide services related to client assets “held-away” at other
custodians, administrators, or product providers. This service generally applies to variable life
insurance and annuity contracts and assets held in employer sponsored retirement plans and
qualified tuition plans (i.e., 529 plans) and other client accounts where FFA is providing very
limited services. For these types of assets, investment selection is generally limited to the
investment options approved by the plan administrator or product provider. Because of this,
FFA’s advisory services to held-away accounts are limited to those available investment options
and can be subject to other service limitations, as disclosed to the client in a separate written
agreement.
Turnkey Asset Management Platforms (“TAMPs”) Services or Selection of Other Advisers: We
recommend and/or select Turnkey Asset Management Platforms (“TAMPs”) or other advisers to
handle all or a portion of the asset management process. TAMPs typically include technology,
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investment research, portfolio management and other outsourcing services. TAMPs generally
provide services that enable the advisors to integrate multiple providers, programs, products,
and custodians.
In addition, we currently offer investment advisory products and services through, including wrap
fee programs offered by, the following TAMP Sponsors:
• Envestnet Asset Management, Inc. (“Envestnet”),
• Morningstar Investment Services LLC (“Morningstar”) and
• Orion Portfolio Solutions, LLC (“Orion”).
Note: FFA clients that use Envestnet and Morningstar will be required to custody their assets
with Schwab; FFA clients that use Orion may custody their assets at either Fidelity or Schwab. For
additional information about FFA’s brokerage practices, see Item 12.
We can offer the investment advisory products and services of other TAMP Sponsors in the
future. For more information regarding these programs, including additional information on the
advisory services and fees that are applicable, the types of investments available in the programs
and the potential conflicts of interest presented by the programs, please refer to the information
provided by us, including, but not limited to, the applicable TAMP Sponsor’s Form ADV Part 2A
brochure, Wrap Fee Program brochure or the applicable program’s Form ADV Part 2A brochure,
Wrap Fee Program brochure and applicable agreement(s).
The difference between an account in a wrap fee program and a non-wrap fee account is whether
the TAMP Sponsor or the client pay for the custodial and/or transaction charges. FFA receives an
investment advisory fee for its services, even if those services are provided through a TAMP.
Additional information on fees and compensation is described below in Item 5.
Retirement Assets: When we provide investment advice to you regarding your retirement plan
account or individual retirement account, we are fiduciaries 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. The way we make money creates some conflicts
with your interests, so we operate under an exemption that requires us to act in your best interest
and not put our interest ahead of yours. Under this exemption, we must:
• Meet a professional standard of care when making investment recommendations (give
prudent advice);
• Never put our financial interests ahead of yours when making recommendations (give
loyal advice);
• Avoid misleading statements about conflicts of interest, fees, and investments;
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• Follow policies and procedures designed to ensure that we give advice that is in your
best interest;
• Charge no more than is reasonable for our services; and
• Give you basic information about conflicts of interest.
Pension Consulting Services
FFA offers consulting services to pension or other employee benefit plans (including but not
limited to 401(k) plans). Pension consulting may include, but is not limited to:
identifying investment objectives and restrictions
•
• providing guidance on various assets classes and investment options
•
recommending money managers to manage plan assets in ways designed to achieve
objectives
• monitoring performance of money managers and investment options and making
•
recommendations for changes
recommending other service providers, such as custodians, administrators and
broker/dealers
• creating a written pension consulting plan.
These services are based on the goals, objectives, demographics, time horizon, and/or risk
tolerance of the plan and its participants.
Item 5 – Fees and Compensation
FFA endeavors at all times to put the interests of its clients first. Clients should be aware,
however, that the receipt of economic or other benefits by FFA in and of itself creates a conflict
of interest and can influence FFA’s choices for investments, custodial, brokerage and insurance
services, and TAMPs. Additionally, the receipt of economic or other benefits by our IARs in and
of itself creates a conflict of interest and can influence the IARs’ recommendations to clients.
Furthermore, a conflict of interest arises in that our IARs have an incentive to increase the assets
held in a FFA advisory account as it increases the investment advisory fee paid to FFA and its IARs.
Advisory fees and other charges may be higher or lower than those charged by other investment
advisers. The investment strategy, investments and related transactions will impact whether a
client will pay more in a non-wrap versus a wrap fee account. Additional information is provided
below.
FFA does not require an annual minimum fee or minimum asset level for investment advisory
services. However, TAMPs may require a minimum asset level or charge a minimum fee, and
clients should be aware that the imposition of minimum fees by another entity will result in a
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higher fee being charged than is described in this Brochure. Clients can invest in many of the
securities and investment products that FFA makes available through another broker-dealer,
custodian, investment adviser or another financial institution.
FFA and its IARs offer a variety of services and manage a broad range of client accounts with
different mandates, fee structures and expenses. Our IARs charge differing investment advisory
fees based upon certain criteria (i.e., anticipated future earning capacity, anticipated future
additional assets, dollar amount of assets to be managed, related accounts, account composition,
negotiations with client, etc.). This is also a conflict of interest, as it creates a financial incentive
for our IARs to provide preferential treatment to one account over others in terms of allocation
of management time, resources, and investment opportunities.
In addition to disclosing these conflicts of interest, FFA has created and implemented a
compliance program to mitigate such conflicts through the oversight of client accounts and
investment advisory activities. FFA mitigates these conflicts of interest, in part, by endeavoring
to act in each client’s best interest and through the adoption and implementation of FFA’s Code
of Ethics and other policies and procedures. See Item 11 for additional information.
The terms and conditions for client participation in advisory programs or relative to any FFA
services are set forth in FFA's written agreements and the account paperwork for the specific
advisory programs or services. The written agreement between FFA and the client will continue
in effect until terminated by either party by written notice in accordance with the terms and
conditions of the written agreement. Following the receipt of a notice of termination, FFA will
refund the portion of the advanced investment advisory fee paid based upon the number of days
remaining in the billing period.
Clients can make additions to and withdrawals from their account at any time, subject to FFA’s
right to terminate an account. Additions may be in cash or securities provided that FFA reserves
the right to liquidate any transferred securities or decline to accept particular securities into a
client’s account. Clients can withdraw account assets on notice to FFA, subject to the usual and
customary securities settlement procedures. However, FFA designs its portfolios as long-term
investments, and the withdrawal of assets can impair the achievement of a client’s investment
objectives. Clients are advised that when transferred securities are liquidated, they could be
subject to transaction fees, fees assessed at the mutual fund level (i.e., contingent deferred sales
charge) and/or tax ramifications.
All prospective clients should read this Brochure, all relevant brochure supplements, and any
documentation for the specific advisory programs or services, and ask any corresponding
questions, prior to participation in any advisory program or service provided by or through FFA.
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You can inquire at any time with your IAR as to client-specific fees and costs.
Financial Planning Fee
FFA generally charges a fixed fee or fee based upon the net worth or assets held by the client for
providing financial planning and consulting services. These fees are negotiable, but generally
range from $200 to $7,500 on a fixed fee basis, or up to 2% of net worth or assets being addressed
in the plan or under consultation, depending upon the scope and complexity of the services and
the professional rendering the financial planning and/or the consulting services.
The terms and conditions of the financial planning and/or consulting engagement are set forth
in the Financial Planning Agreement and the initial fee will be due and payable upon the signing
of the Financial Planning Agreement (i.e., in advance) and typically an annual, fixed, recurring fee
thereafter. Financial planning fees are invoiced and typically paid to us by the client directly via
credit card or check. In the event that you are not satisfied with the service, quality of work, or
recommendations we provide, we will refund your initial financial planning fee in full. This refund
only applies to the financial planning fee arrangement you have entered into with us; it does not
relate to any investment advisory fees, product charges, surrender charges, or any other fees, if
applicable.
Investment Advisory Fee
Investment advisory and portfolio management services are offered on a fee basis, meaning that
clients pay an annualized fee based upon assets under management. The advisory fee varies
depending upon the size and composition of a client’s portfolio and the type of services rendered
and the IAR providing the services. The maximum fee will be based upon the following blended
fee schedule:
PORTFOLIO VALUE
First $250,000
Next $250,000
Next $500,000
Next $1,000,000
Next $3,000,000
Next $5,000,000
Above $10,000,000
MAXIMUM ADVISORY FEE
(Annual)
2.65%
2.45%
1.90%
1.65%
1.65%
1.40%
1.40%
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Clients will pay custodial account and other service fees, including, but not limited to, mutual
fund fees and exchange traded fund charges imposed directly at the fund level (e.g., management
fees and other fund expenses), margin interest, account activity fees, and any fee associated with
maintaining a retirement account charged by the custodian of the qualified account. Additionally,
TAMP fees are not included in the FFA’s annual investment advisory fee. Additional information
is provided below.
FFA’s IARs determine the amount of advisory fee to be paid by the client within the parameters
of the fee schedule set forth above and this could present a conflict of interest. No client will be
charged more than the reflected maximum annual percentage fee. As a result, similarly, situated
clients could pay diverse advisory fees. FFA’s advisory services could also be available from other
advisers at a lesser annual percentage advisory fee. Each client should take this potential fee
differential into consideration when determining whether or not to engage FFA’s services.
Additionally, for asset management services, the Adviser provides with respect to certain client
holdings (e.g., held-away assets, accommodation accounts, alternative investments, etc.), FFA
can negotiate a fee rate that differs from the range set forth above.
The client’s advisory agreement with FFA and the separate agreement with any custodian
authorize the custodian to debit the clients’ accounts for the amount of the advisory fee and to
directly remit that fee to FFA. Furthermore, if applicable, the client’s agreement with a TAMP
Sponsor authorizes the custodian to debit the clients’ accounts for the amount of the advisory
fee and the TAMP fees and directly remit those fees to the TAMP and/or FFA.
Any custodian recommended by FFA have agreed to send statements to clients not less than
quarterly indicating all amounts disbursed from the account, including the amount of advisory
fees paid directly to FFA.
Turnkey Asset Management Platforms (“TAMPs”) and Other Advisers Fees: FFA primarily
recommends and/or selects TAMPs to handle all or a portion of the asset management process
for a client. FFA currently offers investment advisory products and services through, including
wrap fee programs offered by Orion, Morningstar and Envestnet (i.e., TAMP Sponsors).
Under TAMPs, the client will pay a total TAMP fee. The total TAMP fee generally includes a
• program fee that is retained by the TAMP Sponsor,
• sub-manager/advisor fee that is paid to another third-party, through the TAMP Sponsor
for investment management services,
• custodian fee that is paid to the custodian either through the TAMP or the client, and
• advisory fee that is paid to FFA.
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FFA has negotiated specific pricing with these TAMP Sponsors and the total TAMP fee will not
exceed the following schedules:
Envestnet:
Total Assets
All Assets
Advisory Fee
(FFA)
Up to 2.51%
Program Fee
(TAMP; Envestnet)
0.14%
Total TAMP Fee
(Maximum; Annual)
Up to 2.65%
Envestnet’s total TAMP fee is billed quarterly in advance. The valuation of the account, upon
which the total TAMP fee is calculated, is based on the average daily balance of each business
day in the billable quarter.
Morningstar:
Total Assets
Advisory Fee
(FFA)
Total TAMP Fee
(Maximum; Annual)
$1 - $250,000
$250,000 - $500,000
$500,001 - $1,000,000
$1,000,001 - $2,000,000
$2,000,001 - $5,000,000
$5,000,001 - And Up
2.10%
1.90%
1.40%
1.20%
1.25%
1.00%
Program Fee
(TAMP;
Morningstar)
0.55%
0.55%
0.50%
0.45%
0.40%
0.40%
2.65%
2.45%
1.90%
1.65%
1.65%
1.40%
Morningstar’s total TAMP fee is billed quarterly in advance. The valuation of the account, upon
which the total TAMP fee is calculated, is based on the average monthly balance as of the last
business day of each calendar month in the billable quarter.
Orion:
Total Assets
All Assets
Advisory Fee
(FFA)
Up to 2.51%
Program Fee
(TAMP; Orion)
0.14%
Total TAMP Fee
(Maximum; Annual)
Up to 2.65%
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Orion’s total TAMP fee is billed monthly in arrears. The valuation of the account, upon which the
total TAMP fee is calculated, is based on the month-end account balance as of the last business
day of the calendar month.
The information presented above is the maximum, annual total TAMP fee that FFA has
negotiated with the TAMP Sponsors; however, client-specific fees are negotiable between the
TAMP Sponsor, the IAR and the client. Each TAMP Sponsor has established a fee schedule and/or
set a minimum or maximum fee for each applicable investment advisory products and services.
There are other fees and charges imposed by third parties that apply to investments in TAMPs.
Some of these fees and charges are described below and are further outlined in the applicable
program’s Form ADV Part 2A brochure.
For more information about the fees of a third-party investment manager or TAMP, clients should
refer to the information provided by the IAR, including, but not limited to, the applicable
program’s Form ADV Part 2A brochure, Wrap Fee Program brochure and applicable
agreement(s).
Clients may inquire at any time with the FFA IAR as to client-specific charges.
Custodial account and other service fees: Our fees do not include brokerage commissions,
transaction fees, and other related costs and expenses. You can incur certain charges imposed
by custodians, third-party investment companies and other third parties. These include fees
charged by managers, custodial fees, deferred sales charges, odd-lot differentials, transfer taxes,
wire transfer and electronic fund fees, and other fees and taxes on brokerage accounts and
securities transactions. Mutual funds, money market funds and ETFs also charge internal
management fees, which are disclosed in the fund’s prospectus. These fees may include, but are
not limited to, a management fee, upfront sales charges, and other fund expenses. Certain
strategies offered by us may involve investment in mutual funds and/or ETFs. Load and no-load
mutual funds may pay annual distribution charges, sometimes referred to as “12(b)(1) fees”.
These 12(b)(1) fees come from fund assets, and thus indirectly from clients’ assets. We do not
receive any compensation from these fees. All of these fees are in addition to the management
fee you pay us. You should review all fees charged to fully understand the total amount of fees
you will pay. Services similar to those offered by us are available elsewhere for more or less than
the amounts we charge. Our brokerage practices are discussed in more detail under Item 12.
Additional compensation: FFA’s IARs registered as representatives of TWS and/or as agents of
FFI may receive additional compensation from the sale of various securities or insurance
products, respectively. This presents a conflict of interest and gives IARs an incentive to
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recommend investment products based on the compensation received, rather than on a client’s
needs. FFA has procedures in place to ensure that any recommendations made by such IARs are
in the best interest of clients. See disclosures below in Item 10 more detail.
Pension Consulting Services Fee
Pension services are offered on a fee basis, meaning that clients pay an annualized fee based
upon assets under management, and in some instances may incur a flat fee that is payable in
advance. The advisory fee varies depending upon the size and composition of a client’s portfolio
and the type of services rendered and the IAR providing the services. The maximum fee will be
based upon the following blended fee schedule:
PORTFOLIO VALUE
First $250,000
Next $250,000
Next $500,000
Next $1,000,000
Next $3,000,000
Next $5,000,000
Above $10,000,000
MAXIMUM ADVISORY FEE
(Annual)
2.65%
2.45%
1.90%
1.65%
1.65%
1.40%
1.40%
Pension consulting fees may be deducted from directly from the plan account or invoiced and
payable upon receipt.
Clients will pay custodial account and other service fees, including, but not limited to, any fee
associated with maintaining a retirement account charged by the custodian of the qualified
account. Additional information is provided below.
FFA’s IARs determine the amount of advisory fee to be paid by the client within the parameters
of the fee schedule set forth above and this could present a conflict of interest. No client will be
charged more than the reflected maximum annual percentage fee. As a result, similarly situated
clients could pay diverse advisory fee. FFA’s advisory services could also be available from other
advisers at a lesser annual percentage advisory fee. Each client should take this potential fee
differential into consideration when determining whether or not to engage FFA’s services.
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Item 6 – Performance-Based Fee and Side-by-Side Management
We do not charge any performance-based fees. These are fees based on a share of capital gains
on or capital appreciation of the assets of a client. “Side-by-Side Management” refers to a
situation in which the same firm manages accounts that are billed based on a percentage of
assets under management, hourly charges, fixed fees (not including subscription fees) and at the
same time manages other accounts for which fees are assessed on a performance fee basis.
Because the Adviser has no performance-based fee accounts, it has no side-by-side management.
Item 7 – Types of Client(s)
We primarily provide portfolio management services to individuals, and some pension
plans/profit sharing plans, corporations, and business entities.
We do not impose a minimum account size or a minimum annual fee for investment
management. However, TAMP Sponsors and other investment providers may require a minimum
asset level or charge a minimum fee, and clients should be aware that the imposition of minimum
fees by another entity may result in a higher fee being charged than is described in this Brochure.
Item 8 – Methods of Analysis, Investment Strategies and Risk of Loss
Methods of Analysis
We use multiple analyses methods and strategies as part of our overall investment management
discipline. In order to perform this analysis, we use many resources, such as:
• Direct research services (e.g., Morningstar, etc.)
• Financial newspapers and magazines (e.g., Wall Street Journal, Forbes, etc.)
• Annual reports, prospectuses, filings
• Company press releases and websites
As with any method of analysis, the predictive nature can vary greatly; models, theories and rules
are often modified and updated as new patterns and behaviors develop. Past performance is not
an indicator of future return and there is no guarantee that any method or investment strategy
will be successful.
The implementation of these analyses as part of our investment advisory services to you may
include any, all, or a combination of the following (listed in alphabetical order):
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Cyclical Analysis: While we do not attempt to time the market, we may use cyclical analysis in
conjunction with other strategies to help determine if shifts are required in your investment
strategies depending upon long- and short-term trends in financial markets and the performance
of the overall national and global economy. Looking at market cycles in conjunction with other
investment strategies can be useful when making investment decisions. However, market cycles
are not always predictable. Each financial investment strategy has benefits and risks. Not every
investment decision will be profitable, and there can be no guarantee of any level of
performance.
Fundamental Analysis: Fundamental analysis is a technique that attempts to determine a
security’s value by focusing on the underlying factors that affect a company's actual business and
its future prospects. Fundamental analysis is about using real data to evaluate a security's value.
It refers to the analysis of the economic well-being of a financial entity as opposed to only its
price movements. The end goal of performing fundamental analysis is to produce a value that we
can compare with the security's current price, with the aim of figuring out what sort of position
to take with that security. Fundamental analysis does not attempt to anticipate market
movements. This presents a potential risk, as the price of a security can move up or down along
with the overall market regardless of the economic and financial factors considered in evaluating
the security. There are an infinite number of factors that can affect the earnings of a company,
and its stock price, over time. These can include economic, political and social factors, in addition
to the various company statistics.
Modern Portfolio Theory (MPT): Modern portfolio theory tries to understand the market as a
whole, rather than looking for what makes each investment opportunity unique. Investments are
described statistically, in terms of their expected long-term return rate and their expected short-
term volatility. The volatility is equated with "risk," measuring how much worse than average an
investment's bad years are likely to be. The end goal is to identify your acceptable level of risk
tolerance, and then to find a portfolio with the maximum expected return for that level of risk.
Modern portfolio theory, however, is just a theory and does not actual model the market and
relies on basic assumptions that inherently present risk.
Technical Analysis: Technical analysis is a technique that attempts to determine a security’s value
by developing models and trading rules based upon price and volume transformation. Technical
analysis assumes that a market’s price reflects all relevant information, so the analysis focuses
on the history of a security’s trading behavior rather than external drivers such as economic,
fundamental and news events. The practice of technical analysis incorporates the importance of
understanding how market participants perceive and act upon relevant information rather than
focusing on the information itself. Ultimately, technical analysts develop trading models and
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rules by evaluating factors such as market trends, market participant behaviors, supply and
demand and pricing patterns and correlations. Technical analysis is derived from the study of
market participant behavior and its efficacy is a matter of controversy. Methods vary greatly and
can be highly subjective; different technical analysts can sometimes make contradictory
predictions from the same data.
Investment Strategies
Our IARs’ investment strategies are based on the client’s specific situation, including designated
investment objectives and risk tolerances.
Each IARs works with each investment advisory client to develop an investment strategy that
meets the client’s goals and time horizon, while addressing the level of risk the client is
comfortable assuming. As stated above, we generally recommend and/or select TAMPs or other
advisers to handle all or a portion of the asset management process.
Risk of Loss
The information contained in this Brochure cannot disclose every potential risk associated with
investing, nor all of the risks applicable to a particular manager, security or investment. Risks vary
by client according to their investment objectives, guidelines, liquidity needs or risk tolerances
and not every strategy or portfolio will be exposed to each of the risks described in this Brochure.
This list is not intended to be exhaustive of all of the risks associated with investing in strategies
or securities that are utilized or recommended by FFA. Rather, it is a general description of the
nature and risks of the investment advisory services provided by FFA and the related investments.
All risks described below are provided in alphabetical order and your IAR is available to help you
understand the risks applicable to your specific investments or investment strategy.
General Risks: You need to understand that investment decisions made for your account are
subject to various market, currency, economic, political, and business risks. The investment
decisions we make for you will not always be profitable nor can we guarantee any level of
performance.
• Asset Allocation Risk: A portfolio that holds large cash positions may deviate from the
stated benchmark and could underperform as a result. Differences in the security
holdings and weights of a portfolio versus the strategy benchmark will result in disparities
between a portfolio’s performance relative to its benchmark. A portfolio may perform
better or worse than a similarly managed account for various reasons including, but not
limited to, the frequency and timing of rebalancing and trading each portfolio and the size
and number of positions in each portfolio.
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•
investment adviser,
• Global and National Crisis Risk: Ongoing or future global or national crises including, but
not limited to, pandemic, cyberattack, sabotage, terrorism, and acts of war could result
in disruptions to the economies of many nations, individual companies, and can
negatively impact global markets in an unforeseeable manner. Such disruptions include
but are not limited to travel restrictions; quarantines; supply chain disruptions; and
workforce
inefficiencies, absenteeism, distraction, or general anxiety. Such
unpredictable, but no longer unprecedented, crises may exacerbate other pre-existing
political, social, and economic risks in certain countries. The impact of such crises may be
quick, severe and of unknowable duration. Ongoing or future crises could result in the
temporary or permanent disruption of FFA’s ability to provide investment advice and
volatility in the financial markets and could have a negative impact on investment
performance.
Investment Adviser Selection Risk: The investment performance of a client’s investment
program will vary with the success or failure of the investment adviser that FFA or a client
selects to manage their assets. An investment adviser’s past performance is never
indicative of future results. Current and prospective clients should not assume that the
future performance of any specific
investment strategy,
recommendation or investment will be profitable.
• Market Risk: The direction of the capital markets (e.g., stock, credit, interest rate, real
estate, private equity, volatility, etc.) are difficult to predict and are dependent upon
changes in a number of factors, including, but not limited to, interest rates, inflation, and
a host of additional economic and political factors. There is always a risk that the capital
markets as a whole will decline, bringing down the value of individual securities regardless
of their fundamental characteristics. Market risk is also known as systematic risk or
undiversifiable risk. This risk is both unpredictable and impossible to completely
eliminate.
• Portfolio Concentration Risk: Strategies that are concentrated in only a few securities,
sectors or industries, regions or countries or asset classes could expose a portfolio to
greater risk and may cause the portfolio value to fluctuate more widely than a portfolio
that is diversified. Overexposure to certain sectors or asset classes (e.g., MLPs, REITs, etc.)
may prove to be detrimental to an investor if there is a negative sector move.
• Stock, Security, ETF or Fund Selection Risk: The risk that FFA or a client chooses a security
that underperforms the market for unanticipated reasons. There can be no assurance that
clients will ever come to realize the value of some of these investments, and that the
investment will ever increase in value. During this time, the client may have funds locked
up in an underperforming investment, which presents an opportunity cost for other
investments.
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• Timing Risk: The risk that an investment performs poorly after its purchase or better after
its sale. Moreover, if a redemption is required by the client, the client may face a loss due
to poor overall market performance or security performance at that time.
Investment Risks: We cannot guarantee any investment, security or investment strategy will be
profitable. In fact, a loss of principal is always a risk. Investing in securities involves a risk of loss
that you should be prepared to bear.
• Bond Fund Risk Bond funds generally have higher risks than money market funds
largely because they typically pursue strategies aimed at producing higher yields of
the risks associated with bond funds which include:
o
o Call Risk - The possibility that falling interest rates will cause a bond issuer to
redeem—or call—its high-yielding bond before the bond's maturity date.
o Credit Risk — the possibility that companies or other issuers whose bonds are
owned by the fund may fail to pay their debts (including the debt owed to
holders of their bonds). Credit risk is less of a factor for bond funds that invest
in insured bonds or U.S. Treasury bonds. By contrast, those that invest in the
bonds of companies with poor credit ratings generally will be subject to higher
risk.
Interest Rate Risk — the risk that the market value of the bonds will go down
when interest rates go up. Because of this, you can lose money in any bond
fund, including those that invest only in insured bonds or Treasury bonds.
o Prepayment Risk — the chance that a bond will be paid off early. For example,
if interest rates fall, a bond issuer may decide to pay off (or "retire") its debt
and issue new bonds that pay a lower rate. When this happens, the fund may
not be able to reinvest the proceeds in an investment with as high a return or
yield.
• Exchange-Traded Fund (ETF) Risk: Most ETFs are passively managed investment
companies whose shares are purchased and sold on a securities exchange. An ETF
represents a portfolio of securities designed to track a particular market segment or
index. ETFs are subject to the following risks that do not apply to conventional funds:
o The market price of the ETF’s shares may trade at a premium or a discount to
their net asset value;
o An active trading market for an ETF’s shares may not develop or be
maintained; and
o There is no assurance that the requirements of the exchange necessary to
maintain the listing of an ETF will continue to be met or remain unchanged.
•
Insurance Product Risk: The rate of return on variable insurance products is not stable,
but varies with the stock, bond and money market subaccounts that you choose as
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investment options. There is no guarantee that you will earn any return on your
investment and there is a risk that you will lose money. Before you consider
purchasing a variable product, make sure you fully understand all of its terms.
Carefully read the prospectus. Some of the major risks include:
o Bonus Credits – Some products offer bonus credits that can add a specified
percentage to the amount invested ranging from 1 percent to 5 percent for
each premium payment. Bonus credits, however, are usually not free. In order
to fund them, insurance companies typically impose high mortality and
expense charges and lengthy surrender charge periods.
o Fees and Expenses – There are a variety of fees and expenses which can reach
2% and more such as
o Mortality and expense risk charges
o Administrative fees
o Underlying fund expenses
o Charges for any special features or riders.
o Guarantees – Insurance companies provide a number of specific guarantees.
For example, they may guarantee a death benefit or an annuity payout option
that can provide income for life. These guarantees are only as good as the
insurance company that gives them.
o Liquidity and Early Withdrawal Risk – There may be a surrender charges for
withdrawals within a specified period, which can be as long as six to eight
years. Any withdrawals before a client reaches the age of 59 ½ are generally
subject to a 10 percent income tax penalty in addition to any gain being taxed
as ordinary income.
o Market Risk – The possibility that stock fund or bond fund prices overall will
decline over short or even extended periods. Stock and bond markets tend to
move in cycles, with periods when prices rise and other periods when prices
fall.
o Principal Risk – The possibility that an investment will go down in value, or
"lose money," from the original or invested amount.
o Sales and Surrender Charges – Asset-based sales charges or surrender charges.
These charges normally decline and eventually are eliminated the longer you
hold your shares. For example, a surrender charge could start at 7 percent in
the first year and decline by 1 percent per year until it reaches zero.
• Mutual Funds Risk: The following is a list of some general risks associated with
investing in mutual funds.
o Country Risk – The possibility that political events (a war, national elections),
financial problems (rising inflation, government default), or natural disasters
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(an earthquake, a poor harvest) will weaken a country's economy and cause
investments in that country to decline.
o
o
o
o Currency Risk – The possibility that returns could be reduced for Americans
investing in foreign securities because of a rise in the value of the U.S. dollar
against foreign currencies. Also called exchange-rate risk.
Income Risk – The possibility that a fixed-income fund's dividends will decline
as a result of falling overall interest rates.
Industry Risk – The possibility that a group of stocks in a single industry will
decline in price due to developments in that industry.
Inflation Risk – The possibility that increases in the cost of living will reduce or
eliminate a fund's real inflation-adjusted returns.
o Manager Risk – The possibility that an actively managed mutual fund's
investment adviser will fail to execute the fund's investment strategy
effectively resulting in the failure of stated objectives.
o Market Risk – The possibility that stock fund or bond fund prices overall will
decline over short or even extended periods. Stock and bond markets tend to
move in cycles, with periods when prices rise and other periods when prices
fall.
o Principal Risk – The possibility that an investment will go down in value, or
"lose money," from the original or invested amount.
• Single Stock Risk: The risk related to a firm’s business plans, stock valuation,
profitability, accounting practices, growth strategy, and other factors particular to a
company rather than to the overall market. Some of these risks cannot be predicted,
such as the retirement or death of a senior executive, which may lead to negative
performance in the future.
• Stock Fund Risk: Overall "market risk" poses the greatest potential danger for
investors in stocks funds. Stock prices can fluctuate for a broad range of reasons, such
as the overall strength of the economy or demand for particular products or services.
Procedural Risks: FFA relies on humans, technology, data, and other service providers in
providing its services and that reliance presents some risks to you, our client.
• Counterparty Risk: A portfolio is subject to risk with respect to the counterparties.
Risks affecting counterparties such as brokers, custodians, clearing banks or agents,
escrow agents or issuers, foreign exchanges or securities lending programs could
result in failure by the counterparty to honor its obligations. A portfolio may
experience significant delays in obtaining any recovery (including recovery of posted
collateral) during insolvency, bankruptcy or other reorganization proceedings and
might realize only a limited recovery or no recovery at all. If the credit rating of a
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counterparty is lowered, a portfolio would be exposed to any increased credit risk
associated with that counterparty.
• Data Risk: FFA’s securities analysis relies on data that is provided by third-party
vendors and publicly available sources of information. Information that is incomplete,
inaccurate, or outdated would affect the efficacy of that analysis.
• Operational Risk: Portfolios are exposed to operational risk introduced through
human intervention or the failure of automated processes. Operational risks include,
but are not limited to, reconciliation errors, trading the wrong security, trading a
security for an unintended portfolio, or purchasing a security that a portfolio was
intended to sell, or vice versa.
• System Failures and Reliance on Technology Risks: FFA relies on technology, including
hardware, software, telecommunications, internet-based platforms, and other
electronic systems. Additionally, some of the technology used is provided by third-
party service providers and is, therefore, beyond FFA’s direct control. FFA seeks to
ensure adequate backups of hardware, software, telecommunications, internet-
based platforms, and other electronic systems, through its vendor due diligence
procedures, but there is no guarantee that any or all third-party service provider risks
will be mitigated. In addition, natural disasters, power interruptions and other events
may cause system failures, which will require the use of backup systems. Backup
systems may not operate as well as the primary systems and may fail to properly
operate, especially when used for an extended period. To reduce the impact a system
failure may have, FFA continually evaluates its backup and disaster recovery systems
and performs periodic testing of its backup systems operations. Despite FFA’s
continued monitoring of hardware, telecommunications, or other electronic systems
malfunctions may be unavoidable and result in consequences such as the inability to
execute client transactions or monitor client accounts.
• Cybersecurity Risk: A portfolio is susceptible to operational and informational security
risks due to the increased use of the Internet. In general, cyber incidents can result
from deliberate attacks or unintentional events. Cyberattacks include, but are not
limited to, infection by computer viruses or other malicious software code, gaining
unauthorized access to systems, networks, or devices through “hacking” or other
means for the purpose of misappropriating assets or sensitive information, corrupting
data, or causing operational disruption. Cybersecurity failures or breaches of third-
party service providers may cause disruptions at third-party service providers and
impact FFA’s business operations, potentially resulting in financial losses; the inability
to transact business; violations of applicable privacy and other laws, regulatory fines,
or penalties; reputational damage; unanticipated expenses or other compensation
costs; and/or additional compliance costs. FFA has an established business continuity
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and disaster recovery plan and related cybersecurity procedures designed to prevent
or reduce the impact of such risks; there are inherent limitations in such plans and
systems due in part to the evolving nature of technology and cyberattack tactics.
You are encouraged to consult your financial advisor, legal counsel, and tax professional on an
initial and continuous basis in connection with selecting and engaging in the services we provide.
In addition, due to the dynamic nature of investments and markets, strategies may be subject to
additional and different risk factors not discussed above.
Item 9 – Disciplinary Information
Our IARs are required to provide information about any legal or disciplinary information that
would be material to your evaluation of the IAR. For more information, the client should refer to
the IAR’s Form ADV Part 2B Brochure Supplement. If the client did not receive the IAR’s Form
ADV Part 2B Brochure Supplement, the client should contact our Chief Compliance Officer using
the information on the cover page of this Brochure.
FFA does not have any legal or disciplinary events to disclose regarding our advisory business
(i.e., the firm) or the integrity of our management.
Item 10 – Other Financial Industry Activities and Affiliations
Other Financial Industry Activities
Clients should review the IAR’s Form ADV Part 2B Brochure Supplement to determine whether
the client’s IAR is engaged in any of the activities described below that may create a conflict of
interest. If the client did not receive the IAR’s Form ADV Part 2B Brochure Supplement, the client
should contact FFA’s Chief Compliance Officer using the information on the cover page of this
Brochure. FFA’s Chief Compliance Officer is available to address any questions that a client or
prospective client may have regarding the conflicts of interest, or any information outlined in this
Brochure.
Dually Registered Persons. Certain of FFA’s IARs are also registered with Trinity Wealth
Securities, LLC (“TWS”), as broker-dealer registered representatives (“dually registered
persons”). FFA is also under common ownership with TWS, as described further below. As a
registered representative with TWS, a dually registered person may receive commissions from
the sale of various securities products. In the case of mutual funds, the dually registered person
may also receive trails, in the form of 12b-1 fees, for existing mutual fund positions. The receipt
of commissions presents a conflict of interest as the dually registered person has an incentive to
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recommend products based on compensation, rather than on a particular client’s need. FFA has
adopted policies and practices designed to review transactions for compensation received and
their overall appropriateness for the client. Furthermore, clients may choose to engage FFA’s
IARs in their individual capacities as registered representatives of TWS and/or to implement
investment recommendations on a commission basis. Clients may also purchase or sell
investment products recommended by FFA’s IARs through other broker/dealers.
Licensed Insurance Agents. Certain of FFA’s IARs are also licensed insurance agents with Florida
Financial Insurance, LLC (“FFI”). FFA is also under common ownership with FFI, as described
further below. A client’s IAR may recommend the purchase of certain insurance-related products
on a commission basis. The recommendation by FFA’s IARs that a client purchase or sell a security
and/or insurance commission product presents a conflict of interest, as the receipt of
commissions may provide an incentive to recommend investment products based on
commissions received, rather than on a particular client’s need. When such recommendations or
sales are made, a conflict of interest exists as the insurance licensed IAR earns insurance
commissions for the sale of those products, which may create an incentive to recommend such
products. We require that all IARs disclose this conflict of interest when such recommendations
are made. Also, we require IARs to disclose that clients may purchase recommended insurance
products from other insurance agents not affiliated with us. Furthermore, FFA’s IARs, in their
individual capacities, may offer and sell life insurance or other insurance products through FFI,
an affiliate. As a result, FFA’s IARs may be incentivized to recommend one insurance agency over
another. Clients are not under any obligation to purchase or sell any commission products from
FFA’s IARs. Clients may purchase or sell investment products recommended by FFA’s IARs
through other insurance agents.
Separate Business. Our IARs can have individual separate businesses, branch offices, and/or
market names for the purpose of creating a brand that is specific to that IAR or branch. We have
disclosed separate branch offices under Form ADV Part 1, Section 1.F. of Schedule D and maintain
a list of other businesses, marketing names, and social media sites of the IARs and will provide a
copy of the list upon request. All investment advisory services are offered through Florida
Financial Advisors, Inc.
Affiliations
Jason Mickool, the Chief Executive Officer (“CEO”) for FFA, is also an owner of Trinity Wealth
Securities, LLC (“TWS”), a broker/dealer, and an owner of Florida Financial Insurance, LLC (“FFI”),
an insurance agency. Therefore, FFA, TWS and FFI are under common ownership.
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Jason Mickool is responsible for supervising the activities of FFA, TWS, and FFI and serves in
multiple roles. At times these differing roles and varying responsibilities may compete and, in
order to mitigate some of the inherent risks, FFA will retain external legal and/or compliance
advisors, as needed, specifically as it relates to establishing policies and procedures that are
reasonably designed to prevent and detect violations of securities laws and regulations and
reviewing and testing the adequacy of such on at least an annual basis. Additionally, FFA will
periodically assess the sufficiency of its compliance- and supervisory-related resources, based on
the size, complexity, and business objectives of FFA, TWS and FFI and the legal and regulatory
landscape associated with each entity’s business model.
Affiliated Broker/Dealer. As previously stated, FFA is affiliated through common ownership with
broker/dealer, Trinity Wealth Securities, LLC (“TWS”). TWS is authorized to solicit, buy, and sell
mutual funds and variable life insurance and annuities in one or more states. FFA’s affiliation with
TWS creates a conflict of interest, as FFA’s IARs are incentivized to recommend FFA versus other
similar, non-affiliated broker/dealers. Clients are not under any obligation to purchase or sell any
mutual funds and variable life insurance and annuities products and may purchase or sell any
such products through other broker/dealers.
Affiliated Insurance Agency. FFA is affiliated through common ownership with an insurance
agency, Florida Financial Insurance, LLC (“FFI”). FFI is authorized under the insurance laws of one
or more states or other jurisdictions to solicit, sell, negotiate and service insurance products.
FFA’s affiliation with FFI creates a conflict of interest, as FFA’s IARs are incentivized to recommend
FFI versus other similar, non-affiliated insurance agencies. Clients are not under any obligation
to purchase or sell any insurance products and may purchase or sell insurance products
recommended by FFA’S IARs through other insurance agencies.
Other Investment Advisers. FFA recommends other investment advisers through the TAMPs
services to clients and receives compensation directly or indirectly from those advisers. See Items
4 and 5 for more details.
Item 11 – Code of Ethics, Participation or Interest in Client Transactions
and Personal Trading
General Information
We have adopted a Code of Ethics for all supervised persons of the firm describing its high
standards of business conduct, and fiduciary duty to you, our client. The Code of Ethics includes
provisions relating to the confidentiality of client information, a prohibition on insider trading, a
prohibition of rumor mongering, restrictions on the acceptance of significant gifts, the reporting
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of certain gifts and business entertainment items, and personal securities trading procedures. All
of our supervised persons must acknowledge the terms of the Code of Ethics annually, or as
amended.
Participation or Interest in Client Transactions
Our compliance policies and procedures prohibit anyone associated with the Adviser from having
an interest in a client account or participating in the profits of a client’s account without the
approval of the CCO (or designee).
The following acts are prohibited:
• Employing any device, scheme, or artifice to defraud
• Making any untrue statement of a material fact
• Omitting to state a material fact necessary in order to make a statement, in light of the
circumstances under which it is made, not misleading
• Engaging in any fraudulent or deceitful act, practice, or course of business
• Engaging in any manipulative practices
Clients and prospective clients may request a copy of the firm's Code of Ethics by contacting us
at (813) 333-1683, option 3.
Personal Trading
IARs of FFA may employ the same strategy for their personal investment accounts as it does for
its clients. Additionally, IARs of FFA may buy or sell securities for themselves that they also
recommend to clients. This may provide an opportunity for representatives of FFA to buy or sell
the same securities before or after recommending the same securities to clients resulting in
representatives profiting off the recommendations they provide to clients. It is our process to
only trade in the same securities we have recommended to you after we have placed your order.
Such transactions may create a conflict of interest. FFA will always document any transactions
that could be construed as conflicts of interest and will never engage in trading that operates to
the client’s disadvantage when similar securities are being bought or sold.
Certain affiliated accounts may trade in the same securities with your accounts on an aggregated
basis when consistent with our obligation of best execution. When trades are aggregated, all
parties will share the costs in proportion to their investment. We will retain records of the trade
Order (specifying each participating account) and its allocation. Completed Orders will be
allocated as specified in the initial trade order. Partially filled Orders will be allocated on a pro
rata basis. Any exceptions will be explained on the Order.
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The Adviser has a personal securities transaction policy in place to monitor the personal securities
transactions and securities holdings of “Access Persons.” The policy requires that an Access
Person of the firm provide the CCO (or designee) with a written report of their current securities
holdings within ten (10) days after becoming an Access Person. Additionally, each Access Person
must provide the CCO (or designee) with a written report of the Access Person’s current securities
holdings at least once each twelve (12) month period thereafter on a date the Adviser selects.
Privacy Statement
We are committed to safeguarding your confidential information and hold all personal
information provided to us in the strictest confidence. These records include all personal
information that we collect from you or receive from other firms in connection with any of the
financial services they provide. Our Privacy Policy is available upon request.
Item 12 – Brokerage Practices
As part of FFA’s investment advisory services, IARs may recommend a custodian that is a broker-
dealer and is also a member of FINRA and SIPC to maintain custody of clients' assets and facilitate
trades for the clients’ accounts (referred to as “custodians”). Currently, FFA utilizes the following
custodians:
• Schwab Advisor Services division of Charles Schwab & Co., Inc. (“Schwab”)
• Fidelity Investments Inc. (“Fidelity”)
The final decision to custody assets with any custodian is made by you (the client); however, as
detailed in Item 4, certain TAMPs recommended by FFA are only available through a specific
custodian. For more information about these custodians, clients should refer to Investment
Advisor Public Disclosure at www.adviserinfo.sec.gov or FINRA BrokerCheck at
https://brokercheck.finra.org/.
FFA is not affiliated with any custodian. Additionally, FFA does not execute advisory trades
through its affiliate, TWS.
Clients should be aware that the TAMP Sponsors may execute trades away from the custodians.
For more information about the brokerage practices of a TAMP Sponsor, clients should refer to
the information provided by the IAR, including, but not limited to, the applicable TAMP Sponsor’s
Form ADV Part 2A brochure, Wrap Fee Program brochure or the applicable program’s
agreement(s).
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Factors Used to Select Custodians
In recommending a custodian/broker-dealer, we look for a company that offers relatively low
transaction fees, access to desired securities, trading platforms, and support services. A client
may pay a commission that is higher than another broker-dealer might charge to facilitate the
same transaction where FFA determines, in good faith, that the commission and transaction fee
is reasonable in relation to the value of the brokerage and services received by the custodian. 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 services.
Research and Other Benefits
Although not a material consideration when determining whether to recommend that a client
utilize the services of a particular custodian, we receive research and other benefits from the
custodians.
Custodial Benefits: Schwab and Fidelity provide FFA with access to its institutional trading and
custody services, which are typically not available to retail investors. Such services include
brokerage services that are related to the execution of securities transactions, custody, research,
including that in the form of advice, analyses and reports, and access to mutual funds and other
investments that are otherwise generally available only to institutional investors or would require
a significantly higher minimum initial investment.
Schwab and Fidelity also makes available to FFA other products and services that benefit FFA but
may not benefit its clients’ accounts. These benefits may include national, regional or FFA specific
educational events organized and/or sponsored by the custodian. Other potential benefits may
include occasional business entertainment, including meals, invitations to sporting events,
including golf tournaments, and other forms of entertainment, some of which may accompany
educational opportunities.
Other of these products and services assist FFA in managing and administering clients’ accounts.
These include software and other technology (and related technological training) that provide
access to client account data (such as trade confirmations and account statements), facilitate
trade execution (and allocation of aggregated trade orders for multiple client accounts), provide
research, pricing information and other market data, facilitate payment of FFA’s fees from its
clients’ accounts, and assist with back-office training and support functions, recordkeeping and
client reporting. Many of these services generally may be used to service all or some substantial
number of FFA accounts, including accounts not maintained at the applicable custodian. Schwab
and Fidelity also makes available to FFA other services intended to help FFA manage and further
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develop its business enterprise. These services may include professional compliance, legal and
business consulting, publications and conferences on practice management, information
technology, business succession, regulatory compliance, employee benefits providers, human
capital consultants, insurance, and marketing.
In addition, Schwab and Fidelity may make available, arrange and/or pay vendors for these types
of services rendered to FFA by independent third parties. Such services may discount or waive
fees it would otherwise charge for some of these services or pay all or a part of the fees of a third-
party providing these services to FFA. While, as a fiduciary, FFA endeavors to act in its clients’
best interests, FFA recommendation/requirement that clients maintain their assets in accounts
at the custodian may be based in part on the benefit to FFA of the availability of some of the
foregoing products and services and other arrangements and not solely on the nature, cost or
quality of custody and brokerage services provided by Schwab, which may create a potential
conflict of interest.
TAMPs and Other Benefits: There may other benefits from recommending certain custodians or
TAMPs such as software and other technology that (i) provide access to client account data (such
as trade confirmations and account statements); (ii) facilitate trade execution and allocate
aggregated trade orders for multiple client accounts; (iii) provide research, pricing and other
market data; (iv) facilitate payment of fees from its clients' accounts; and (v) assist with back-
office functions, recordkeeping and client reporting.
Other services may include, but are not limited to, performance reporting, financial planning,
contact management systems, third-party research, publications, access to educational
conferences, roundtables and webinars, practice management resources, access to consultants
and other third-party service providers who provide a wide array of business-related services and
technology with whom FFA may contract directly. FFA may receive seminar expense
reimbursements from product sponsors which may be based on the sales of products to their
clients.
Best Execution
We have an obligation to seek best execution for you. In seeking best execution, the
determinative factor is not the lowest possible commission 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, commission
rates, reputation, and responsiveness. Therefore, we will seek competitive commission rates, but
we may not obtain the lowest possible commission rates for account transactions.
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Brokerage for Client Referrals
In selecting and/or recommending broker-dealers, we do not take into consideration whether or
not we will receive client referrals from the broker-dealer or third-party.
Directed Brokerage
We do not recommend, request, or require that a client direct us to execute transactions through
a specified broker-dealer. FFA does not execute advisory trades through its affiliate, TWS.
In the event that the client requests that FFA recommend a broker-dealer/custodian for
execution and/or custodial services (exclusive of those clients that may direct FFA to use a specific
broker dealer/custodian), FFA generally recommends that investment management accounts be
maintained at Schwab or Fidelity. Prior to engaging FFA to provide investment management
services, the client will be required to enter into a formal investment advisory agreement with
FFA setting forth the terms and conditions under which FFA shall manage the client's assets, and
a separate custodial/clearing agreement with each designated broker-dealer/custodian.
Order Aggregation
Transactions for each client account generally will be affected independently unless we decide
to purchase or sell the same securities for several clients at approximately the same time. We
may (but are not obligated to) combine or “batch” such orders to obtain best execution, to
negotiate more favorable commission rates or to allocate equitably among our clients’
differences in prices and commission or other transaction costs. Under this procedure,
transactions will be price-averaged and allocated among our clients in proportion to the purchase
and sale orders placed for each client account on any given day.
Item 13 – Review of Accounts
Our IARs review client accounts on at least an annual basis and, generally, on a quarterly basis.
FFA and/or its IARs conduct account reviews on an other-than-periodic basis upon the occurrence
of a triggering event, such as a change in client investment objectives and/or financial situation,
a market correction or material market event or otherwise by client request. Additionally, you
are encouraged to review financial planning issues (to the extent applicable), investment
objectives and account performance with your IAR on at least an annual basis. These annual or
other-than-periodic reviews are conducted in person, by phone or via video conference (e.g., via
Zoom).
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Clients are provided written transaction confirmations and accounts statements directly from the
custodian. Please Note: Each client is responsible for promptly notifying FFA of any change in
financial situation or investment objectives.
There is no ongoing review for limited scope engagements, such as creating a financial plan or
consulting services.
Item 14 – Client Referrals and Other Compensation
FFA receives economic benefit from custodians in the form of the support products and services
made available to our firm and other independent IARs that have their clients maintain accounts.
These products and services, how they benefit out firm, and the related conflicts of interest are
described above (see Item 12 – Brokerage Practices). The availability of custodial products and
services is not based on our Firm giving particular investment advice, such as buying particular
securities for our clients.
Item 15 – Custody
FFA does not have custody of client funds or securities, except in the circumstances detailed
below. Client investment funds are held by a custodian in accounts identified individually to the
client. Some investments are custodied by or through the issuer, for example mutual funds or
variable annuity products.
FFA has the ability to have its fees for each client debited by the custodians. Where FFA has the
ability to have its fees debited in this manner, it is deemed to have custody, but is not subject to
the regulatory surprise audit requirement. Please Note: The account custodian does not verify
the accuracy of FFA’s fee calculation. In some cases, the payment of fees will be made directly to
FFA by clients or TAMP Sponsors, but never directly by a client or TAMP Sponsor to a FFA IAR.
Clients are provided written transaction confirmations and accounts statements directly from the
custodian. Clients are urged to compare any report provided by FFA and its IARs with the
confirmations and statements directly received from the custodian.
Item 16 – Investment Discretion
We usually receive discretionary authority from you at the beginning of an advisory relationship
without first having to seek your consent to select the identity and amount of securities to be
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bought or sold. This information is described in the investment advisory agreement you sign with
us. In all cases, however, this discretion is exercised in a manner consistent with your stated
investment objectives for your account.
When we manage assets on a discretionary basis, you have given us the authority to determine
the following without your prior consent:
• Securities to be bought or sold for your account,
• Amount of securities to be bought or sold for your account, and
• TAMP or other sub-manager/sub-advisers to manage your account, if applicable.
FFA’s investment advisory agreement for discretionary investment advisory services designated
FFA as the client’s agent and attorney-in-fact, granting FFA and the client’s IAR full authority to
purchase, sell, or otherwise facilitate investment transactions involving the assets in the client’s
name within the discretionary account. When selecting securities and determining amounts, we
observe the investment policies, limitations, and restrictions you have set. For registered
investment companies, our authority to trade securities may also be limited by certain federal
securities and tax laws that require diversification of investments and favor the holding of
investments once made.
If you have not given us the authority to manage your account on a non-discretionary basis, then
we cannot trade in your account without your prior express permission.
Item 17 – Voting Client Securities
FFA does not vote client proxies. Clients maintain exclusive responsibility for: (1) directing the
manner in which proxies solicited by issuers of securities beneficially owned by the client will be
voted, and (2) making all elections relative to any mergers, acquisitions, tender offers, bankruptcy
proceedings or other type events pertaining to the client’s investment assets.
FFA does not provide legal advice or represent or facilitate class action claims or participate in
other legal or corporate governance proceedings on behalf of clients. Furthermore, FFA and its
IARs do not instruct or give advice as to whether or not a client should participate as a member
of a class action lawsuit or participate in other legal proceedings and will not file claims on behalf
of its clients. The responsibility and authority for responding to class actions and other legal
proceedings rests solely with the registered shareholder (e.g., client) or legally appointed agent
(e.g., custodian) of the client or the client’s attorney.
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Clients should be aware that some TAMP Sponsors vote client securities. For more information
about the proxy voting practices of a TAMP Sponsor, clients should refer to the information
provided by the IAR, including, but not limited to, the applicable TAMP Sponsor’s Form ADV Part
2A brochure, Wrap Fee Program brochure or the applicable program’s agreement(s).
Item 18 – Financial Information
We are required to provide you with certain financial information or disclosures about our
financial condition. We have no financial commitment that would impair our ability to meet any
contractual and fiduciary commitments to you, our client. We have not been the subject of any
bankruptcy proceedings. FFA does not require or solicit prepayment of more than $1,200 in fees
per client, six months or more in advance.
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