Overview
Assets Under Management: $382 million
Headquarters: DANBURY, CT
High-Net-Worth Clients: 128
Average Client Assets: $3 million
Services Offered
Services: Financial Planning, Portfolio Management for Individuals
Fee Structure
Primary Fee Schedule (MFA DISCLOSURE BROCHURE ADV2)
| Min | Max | Marginal Fee Rate |
|---|---|---|
| $0 | and above | 1.25% |
Illustrative Fee Rates
| Total Assets | Annual Fees | Average Fee Rate |
|---|---|---|
| $1 million | $12,500 | 1.25% |
| $5 million | $62,500 | 1.25% |
| $10 million | $125,000 | 1.25% |
| $50 million | $625,000 | 1.25% |
| $100 million | $1,250,000 | 1.25% |
Clients
Number of High-Net-Worth Clients: 128
Percentage of Firm Assets Belonging to High-Net-Worth Clients: 89.05
Average High-Net-Worth Client Assets: $3 million
Total Client Accounts: 219
Non-Discretionary Accounts: 219
Regulatory Filings
CRD Number: 122480
Last Filing Date: 2024-03-21 00:00:00
Website: https://matsonfinancialadvisors.com
Form ADV Documents
Additional Brochure: ADV2 PART2B HIMEBAUGH (2025-06-16)
View Document Text
PART 2B OF FORM ADV—BROCHURE SUPPLEMENT
Audrey K. Himebaugh
Matson Financial Advisors, Inc.
4 Mountain View Terrace
Suite 104
Danbury, Connecticut 06810
Telephone: (203) 743-0131
This brochure supplement provides information about Audrey K. Himebaugh that
supplements the Matson Financial Advisors, Inc. investment adviser disclosure
brochure. Please contact Jessely Pineda or Kyle Matson at (203) 743-0131 to receive
the investment adviser disclosure brochure or if you have any questions about the
content of this supplement.
Additional information about Audrey K. Himebaugh is available on the SEC’s website
at www.adviserinfo.sec.gov.
Item 2. Educational Background and Business Experience
Audrey Himebaugh, born in 1952, is a CERTIFIED FINANCIAL PLANNER® professional at
Matson Financial Advisors, Inc. Ms. Himebaugh also serves as an Investment Adviser
Representative of Matson Financial Advisors, Inc.
The CERTIFIED FINANCIAL PLANNER® (CFP®) certification process, administered by the
CFP Board, identifies to the public that those individuals who have been authorized to use
the CFP® certification marks in the U.S. have met rigorous professional standards and have
agreed to adhere to the principles of integrity, objectivity, competence, fairness,
confidentiality, professionalism, and diligence when dealing with clients. CFP®
professionals must pass the comprehensive CFP® certification examination, pass the CFP
Board’s Fitness Standards for Candidates and Professionals Eligible for Reinstatement,
agree to abide by the CFP Board’s Code of Ethics and Professional Responsibility and Rules
of Conduct that put client interests first, and comply with the Financial Planning Practice
Standards, which spell out what clients should be able to reasonably expect from the
financial planning engagement. To renew a CFP® certification, one must pay an annual
certification fee, submit a properly completed certification application every two years, and
complete thirty hours of continuing education accepted by the CFP Board every two years.
Item 3. Disciplinary Information
This item is not applicable.
Item 4. Other Business Activities
This item is not applicable.
Item 5. Additional Compensation
This item is not applicable.
Item 6. Supervision
MFA is composed of experienced investment professionals possessing a broad range of
knowledge within the securities industry. Advisory persons associated with MFA must
possess appropriate business experience and all required licenses. Michael Matson,
President and Chief Compliance Officer of Matson Financial Advisors (203) 743-0131 is
responsible for all any supervisory responsibilities Audrey Himebaugh.
Item 7. Requirements for State-Registered Advisers
This item is not applicable.
Additional Brochure: ADV2 PART2B KMATSON (2025-06-16)
View Document Text
PART 2B OF FORM ADV—BROCHURE SUPPLEMENT
Kyle Matson
Matson Financial Advisors, Inc.
4 Mountain View Terrace
Suite 104
Danbury, Connecticut 06810
Telephone: (203) 743-0131
This brochure supplement provides
information about Kyle Matson that
supplements the Matson Financial Advisors, Inc. investment adviser disclosure
brochure. Please contact Jessely Pineda at (203) 743-0131 to receive the
investment adviser disclosure brochure or if you have any questions about the
content of this supplement.
Additional information about Kyle Matson is available on the SEC’s website at
www.adviserinfo.sec.gov.
Item 2. Educational Background and Business Experience
Kyle Matson, born in 1992, is a CERTIFIED FINANCIAL PLANNER® professional at
Matson Financial Advisors, Inc. Mr. Matson also serves as an investment adviser
representative of Matson Financial Advisors, Inc. Kyle Matson holds a B.S. in
Psychology from Connecticut College.
for Candidates and Professionals Eligible
The CERTIFIED FINANCIAL PLANNER® (CFP®) certification process, administered by
the CFP Board, identifies to the public that those individuals who have been authorized
to use the CFP® certification marks in the U.S. have met rigorous professional standards
and have agreed to adhere to the principles of integrity, objectivity, competence, fairness,
confidentiality, professionalism, and diligence when dealing with clients. CFP®
professionals must pass the comprehensive CFP® certification examination, pass the
CFP Board’s Fitness Standards
for
Reinstatement, agree to abide by the CFP Board’s Code of Ethics and Professional
Responsibility and Rules of Conduct that put client interests first, and comply with the
Financial Planning Practice Standards, which spell out what clients should be able to
reasonably expect from the financial planning engagement. To renew a CFP®
certification, one must pay an annual certification fee, submit a properly completed
certification application every two years, and complete thirty hours of continuing education
accepted by the CFP Board every two years.
Item 3. Disciplinary Information
This item is not applicable.
Item 4. Other Business Activities
This item is not applicable.
Item 5. Additional Compensation
This item is not applicable.
Item 6. Supervision
MFA is composed of experienced investment professionals possessing a broad range of
knowledge within the securities industry. Advisory persons associated with MFA must
possess appropriate business experience and all required licenses. Michael Matson,
President and Chief Compliance Officer of Matson Financial Advisors (203) 743-0131 is
responsible for all supervisory responsibilities of Kyle Matson.
Item 7. Requirements for State-Registered Advisers
This item is not applicable.
Additional Brochure: ADV2 PART2B MATSON (2025-06-16)
View Document Text
PART 2B OF FORM ADV—BROCHURE SUPPLEMENT
Michael J. Matson
Matson Financial Advisors, Inc.
4 Mountain View Terrace
Suite 104
Danbury, Connecticut 06810
Telephone: (203) 743-0131
This brochure supplement provides information about Michael J. Matson that
supplements the Matson Financial Advisors, Inc. investment adviser disclosure
brochure. Please contact Jessely Pineda or Kyle Matson at (203) 743-0131 to receive
the investment adviser disclosure brochure or if you have any questions about the
content of this supplement.
Additional information about Michael J. Matson is available on the SEC’s website at
www.adviserinfo.sec.gov.
Item 2. Educational Background and Business Experience
Michael Matson, born in 1962, is the President and Chief Compliance Officer of Matson
Financial Advisors, Inc. He founded Matson Financial Advisors, Inc. in 1994. Mr. Matson
holds a B.S. in Business from the University of Connecticut. He also studied at Tilburg
University in the Netherlands. Mr. Matson also serves as a registered representative of
Cetera Advisor Networks LLC (“Cetera”), a registered broker-dealer. He holds the Series 6,
7, 24, 26, and 63 securities licensed issued by the Financial Industry Regulatory Authority,
Inc.
Item 3. Disciplinary Information
This item is not applicable.
Item 4. Other Business Activities
Michael Matson is a registered representative of Cetera and may receive commissions on
securities transactions. Approximately ten percent of his time is spent in this capacity.
Commissions may include rule 12b-1 fees on client assets that are invested in share classes
that pay rule 12b-1 fees. In some cases, there are mutual fund share classes with lower
expenses available to clients who do not pay rule 12b-1 fees. This presents a conflict of
interest when Mr. Matson recommends that a client invest in a security that results in a
higher expense to the client or in the payment of a rule 12b-1 fee. In addition, being a
registered representative of Cetera and an Investment Adviser Representative of MFA
presents a conflict of interest when Mr. Matson recommends that a client invest in a security
that results in a commission being paid to Mr. Matson.
In addition to being a registered representative of Cetera, Mr. Matson spends eighty percent
of his time as an Investment Adviser Representative of Matson Financial Advisors, Inc. Mr.
Matson also engages in selling group and individual insurance plans and group retirement
plans, including 401(k) plans and health, life, disability, dental, and long-term care insurance.
Approximately ten percent of his time is spent in this capacity.
Item 5. Additional Compensation
This item is not applicable.
Item 6. Supervision
As Mr. Matson is most senior at Matson Financial Advisors, Inc., this item is not applicable.
Item 7. Requirements for State-Registered Advisers
This item is not applicable.
Primary Brochure: MFA DISCLOSURE BROCHURE ADV2 (2025-06-16)
View Document Text
Matson Financial Advisors, Inc.
Investment Adviser Disclosure Brochure
This brochure provides clients and prospects with information about the
qualifications and business practices of Matson Financial Advisors, Inc. The office
is located at 4 Mountain View Terrace, Suite 104, Danbury, Connecticut 06810.
If you have questions about the contents of this brochure, you may contact the firm
through our website at www.matsonfinancialadvisors.com or contact Michael J.
Matson, President of Matson Financial Advisors, Inc., at (203) 743-0131.
The information in this brochure has not been approved or verified by the United
States Securities and Exchange Commission or any state securities authority.
Additional information about Matson Financial Advisors, Inc. is available on the
SEC’s website at www.adviserinfo.sec.gov.
June 2025
Item 2. Material Changes
In Item 5, we updated the range of fees for Financial Consult, Financial Planning, and Ongoing
Financial Planning and Wealth Management.
In Item 10, the Investment Adviser Representative status for Michael Matson was updated.
Item 3. Table of Contents
Not numbered
page 1
page 1
page 1
page 3
page 4
page 5
page 5
page 6
page 6
Item 1. Cover Page
Item 2. Material Changes
Item 3. Table of Contents
Item 4. Advisory Business
Item 5. Fees and Compensation
Item 6. Performance-Based Fees and Side-by-Side Management
Item 7. Types of Clients
Item 8. Methods of Analysis, Investment Strategies, and Risk of Loss
Item 9. Disciplinary Information
Item 10. Other Financial Industry Activities and Affiliations
Item 11. Code of Ethics, Participation in Client Transactions,
and Personal Trading
Item 12. Brokerage Practices
Item 13. Review of Accounts
Item 14. Client Referrals and other Compensation
Item 15. Custody
Item 16. Investment Discretion
Item 17. Voting Client Securities
Item 18. Financial Information
Item 19. Requirements for State-Registered Advisers
page 7
page 8
page 9
page 9
page 9
page 10
page 10
page 10
page 10
Item 4. Advisory Business
Michael J. Matson is the president, founder, and owner of Matson Financial Advisors, Inc.
(“MFA”). The firm was established in 1994. MFA is an independent investment advisory firm
registered with the United States Securities and Exchange Commission (the “SEC”).
Registration with the SEC does not imply a certain level of skill or training.
Since its inception, MFA has provided planning and wealth management services by combining
financial planning and investment advice for individuals, families, not-for-profit organizations,
and business entities.
MFA embraces the financial-planning process by engaging clients in dialogue to help determine
their current and future financial needs. MFA then works with clients to bring together the
different parts of their financial lives to build a roadmap for the future.
Financial planning typically explores the following key topics:
Financial-planning basics: understanding financial, economic, cash-flow and debt
management concepts;
Investment planning: building a portfolio, including explaining different investment
vehicles, diversification, and risk management;
Retirement income planning: performing retirement needs analyses, evaluating
retirement plans, and understanding Social Security, Medicare, and the taxation of
distributions during retirement;
Tax and estate planning: understanding laws and obligations for taxes, property transfer,
and estate planning, including wills, trusts, and powers of attorney;
Insurance planning: evaluating potential risk and assessing different types of insurance,
from healthcare to property to disability; and
Education planning: preparing to save and pay for higher education.
MFA works best with individuals and families with a long-term perspective and a plan to remain
invested through all market cycles. MFA works with clients to design diversified investment
portfolios. Many clients seek an allocation that will participate nicely when markets do well yet
will be protective when markets experience temporary downturns.
MFA executes investment recommendations and specific transactions in accordance with client
investment objectives. MFA offers a variety of investments, including stocks, bonds and other
fixed-income investments, mutual funds, exchange-traded funds, and annuities. MFA does not
offer proprietary products. Other firms may offer investment products that MFA does not.
Financial planning and ongoing wealth management services may include all or some
combination of the following services:
Providing an annual review to update client goals, to gauge the progress being made
toward achieving client goals, to determine the adequacy and sources of current income,
and to understand overall financial wellbeing;
Online financial planning and investment account access, which provides updated
consolidated financial plan, investment, banking and insurance values with secure online
access;
Determining methodology and outlining all sources of income to provide a predictable
stream of inflation-adjusted income over time;
Year-end tax planning to identify potential tax-advantaged adjustments;
Coordination of planning efforts with other professional, including insurance, legal, and
tax experts, regarding strategies for philanthropy, planned giving, and multigenerational
planning.
MFA gathers client information through an in-depth personal interview. During this interview,
MFA listens to client concerns and goals. Based on this information and additional data provided
by the client, MFA may prepare a wealth management strategy that encompasses specific
planning, investment, and insurance solutions to achieve the client’s stated goals.
During this process, the client can inform MFA of any specific investment management requests
regarding specific holdings to consider or avoid. Clients are permitted to impose restrictions on
investing in certain securities or types of securities.
MFA assists clients with investment selection on a non-discretionary basis only. As of December
31, 2024, regulatory assets under management were $446,866,523.
Item 5. Fees and Compensation
Believing that clients should know the adviser fee for services in advance, MFA works with a
client to determine the Financial Consult, Financial Planning, or Ongoing Planning and Wealth
Management fee based on the types and level of services actually provided, rather than aligning
the fee specifically to the value of client assets or net worth. MFA provides financial planning
and investment advisory deliverables that assist in determining the scope of work required by
the client. With guidance from the client, MFA seeks to gain a clear understanding of its servicing
responsibilities.
Financial Consult. Adviser may offer clients one-time financial planning or consultative
engagements for a flat dollar fee. This flat fee will be agreed in advance and will be based on
the estimated time required for and the complexity of the planning work requested by clients.
Examples of these engagements include assistance with estate planning or the probate process,
plans for exercising employer-issued options or restricted stock units, and review of personal or
business insurance. This fee will generally range from $1,250 to $5,000 and is payable once
the planning work is completed.
Financial Planning. Upon execution of a financial planning agreement, clients will pay a one-
time planning fee that will typically range from $2,500 to $8,500, paid at time of plan review. This
fee includes data gathering, data input and plan preparation, presentation of the financial plan
and Adviser recommendations, and any additional follow-up pertinent to providing a finalized
plan and recommendations.
Ongoing Financial Planning and Wealth Management. During the term of an ongoing
financial planning and wealth management agreement, clients will pay an annual fixed fee that
will typically range from $2,500 to $50,000, in semiannual or quarterly installments, and in
arrears. Adviser fees are subject to annual review and may increase by three to five percent
each year. Clients will be advised in advance of any change in fees. Fees are based on the
particular services selected and, on the nature, and complexity of client circumstances.
Selection of services is assessed through dialogue with clients to determine the scope of
services required.
MFA invoices clients on a quarterly, semiannual, or annual basis in arrears. Generally, adviser
fees are deducted directly from client assets held at the account custodian. However, there may
be situations in which clients are invoiced directly.
MFA has provided advisory services to select legacy clients for fees based on a percentage of
assets under management. Generally, the annual fees have ranged from 0.40% to 1.25% of
assets under management. These adviser fees are invoiced in arrears and deducted directly
from client assets held at the account custodian. However, there may be situations in which
clients are invoiced directly.
All fees paid to MFA for planning and ongoing wealth management services are separate and
distinct from the fees and expenses charged by mutual funds and exchange-traded funds (each
an “ETF”) to shareholders. These fees and expenses are described in the prospectus of each
mutual fund or ETF and generally include a management fee and other fund expenses, such as
rule 12b-1 distribution fees. Accordingly, clients should review both the fees charged by their
fund investments and the adviser fee charged by MFA to fully understand the total amount of
fees that they are paying.
All fees paid to MFA for planning and ongoing wealth management services are separate and
distinct from trading and transaction fees charged by broker-dealers associated with the
purchase or sale of equity securities, fixed-income securities, mutual funds, and ETFs. Clients
are solely responsible for all trade commissions and other transaction charges. A current fee
schedule for trading through Pershing LLC is available upon request. Additional information
about brokerage and transaction costs is provided in the section of this brochure entitled
“Brokerage Practices.”
Clients are responsible for charges related to the custody of securities in accounts managed by
MFA. These charges may include account service fees, asset movement fees, account transfer
fees, account closing fees, checking fees, paper fees and optional services selected by the client.
Any fee or expense that increases the total client cost will reduce the value of client investments
over time.
The Letter of Agreement with a client may be canceled at any time by either party for any reason
upon prior written notice. Upon termination, MFA will have no further obligation to act or advise
with respect to client assets.
In certain circumstances, MFA financial advisors may receive compensation for the sale of
securities or other investment products, including asset-based sales charges, distribution fees,
or service fees from mutual funds. Receiving compensation in the form of asset-based sales
charges or service fees presents a conflict of interest, as the arrangements may incentivize MFA
financial advisors to recommend investment products based on the compensation received
rather than on client needs. This conflict is avoided by recommending institutional share classes,
where available, and stocks, bonds, and ETFs that do not pay asset-based commissions or
service fees. The adviser fee that clients pay MFA are determined with an understanding and
consideration of any potential future compensation that may be paid to MFA financial advisors
over time. The discussion with the client regarding the ongoing planning and wealth
management fee will also include a verbal disclosure of potential conflicts of interest when
compensation in the form of asset-bases sales charges or service fees may be paid, along with
the suggested timeline regarding when holdings in accounts may be exchanged or traded to
eliminate future compensation that presents a conflict of interest. Commissions and other
compensation for the sale of investment products previously recommended to clients, including
asset-based distribution fees from mutual funds, represents less than 3% of MFA’s advisory
revenue. Ongoing planning and wealth management invoices will not be offset by future asset-
based commission or markups. Clients have the option to purchase investment products that
MFA recommends through broker-dealers and other agents that are not affiliated with MFA.
Item 6. Performance-Based Fees and Side-by-Side Management
This item is not applicable.
Item 7. Types of Clients
MFA provides financial planning and wealth management services by combining financial
planning and investment management for individuals, trusts, not-for-profit organizations, and
retirement plans. MFA does require an account or relationship minimum fee in order to maintain
an account or to establish a relationship. There is a minimum annual fee of $2,500 for ongoing
financial planning and wealth management services.
Item 8. Methods of Analysis, Investment Strategies, and Risk of Loss
MFA may use, without limitation, any of the following methods of analysis, sources of information
and investment strategies: fundamental and technical analysis, financial newspapers and
magazines, research materials prepared by others, corporate rating services, annual reports,
prospectuses and press releases. MFA financial advisors may also utilize different investment
strategies, based upon the needs of the client, which include long-term and short-term
purchases.
All clients must recognize that there may be loss or depreciation of the value of any investment
due to the fluctuation of market values. Clients must be prepared to bear these losses or
depreciation. Clients represent that no party to the Letter of Agreement has made any
guarantee, either oral or written, that client investment objectives will be achieved. MFA will not
be liable for any error in judgment or for any investment losses in accounts managed by MFA in
the absence of malfeasance, gross negligence, or violation of applicable law.
All investments have certain risks that are borne by the investor. The investment approach
employed by MFA keeps the risk of loss in mind. Like other investors, MFA clients face the
following investment risks:
Dependence on MFA: The performance of an investment account at MFA is critically
dependent on the efforts of MFA financial advisors. Biographical information about MFA
financial advisors is included in the MFA brochure supplements. The financial advisors
devote the time and effort that they deem necessary to supervision of MFA investment
accounts, but they may have other business responsibilities. The past performance of
MFA and its financial advisors may not be indicative of future results.
Market Risk: The price of a security, bond, or mutual fund may drop in reaction to tangible
and intangible events and conditions. External factors cause this type of risk regardless
of the particular circumstances that affect a security. For example, political, economic,
and social conditions may influence market conditions. Unforeseen events, such as the
terror attack on September 11, 2001, a global health pandemic and cybersecurity attacks,
could also impact capital market expectations.
Interest-Rate Risk: Fluctuations in interest rates may cause investment prices to
fluctuate. For example, when interest rates rise, fixed-rate bond coupons tend to become
less attractive, which in turn causes bond market values to decline.
Inflation Risk: When inflation is present, a dollar today will not buy as much as a dollar
next year, because the purchasing power of the dollar is eroding at the rate of inflation.
Volatility Risk: Volatility refers to the amount of uncertainty or risk about the size of
changes in the value of a security. High volatility means that the value of a security may
potentially be spread over a larger range of values. High volatility means that the price
of the security may change dramatically over a short time period in either direction. Low
volatility means that the value of a security does not fluctuate dramatically. Many
securities have experienced high volatility in recent years.
Currency Risk: A security that is not denominated in United States dollars is subject to
fluctuations in the value of the United States dollar as against the currency in which the
security is denominated. For example, the value of a security denominated in euros will
decrease if the dollar strengthens against the euro. This type of risk is also called
exchange-rate risk.
Reinvestment Risk: Future proceeds from investments may be reinvested at a lower rate
of return because yields generally have decreased. This risk primarily relates to fixed-
income securities.
Business Risk: This risk is associated with a particular industry or a particular issuer. For
example, an oil production company depends upon a lengthy process of finding,
transporting, and then selling oil before the company can generate a profit. As a result,
an oil production company carries a higher risk of profitability variance than an electric
company, which generates income from a relatively stable customer base that must
purchase electricity regardless of the economic environment.
Liquidity Risk: Liquidity is the ready ability to convert an investment into cash. Generally,
assets are more liquid if many traders are interested in a standardized product. For
example, U.S. Treasury bills are highly liquid, while real estate is not. Investors should
be financially able to maintain their investment without a need for immediate liquidity.
Financial Risk: Excessive borrowing to finance the operations of a business increases
the risk of profitability, because the company is required to repay principal and interest in
both good and bad economic times. During periods of financial stress, the inability of a
company to meet its loan obligations may decrease the value of its securities and, in
some cases, force the company to seek bankruptcy protection.
Risks Related to Public-Health Crises: A public-health crisis, such as the COVID-19
global pandemic, may have unpredictable and adverse impacts on global, national, and
local economies, which in turn may negatively impact MFA clients and their investment
performance. The impact of a public-health crisis such as COVID-19 (or any future
pandemic, epidemic, or outbreak of a contagious disease) is difficult to predict and
presents material uncertainty and risk with respect to the performance of client
investments.
Item 9. Disciplinary Information
This item is not applicable.
Item 10. Other Financial and Industry Activities and Affiliations
Michael J. Matson is a registered representative of Cetera and may receive commissions on
securities transactions. Approximately ten percent of his time is spent in this capacity. Being a
registered representative of Cetera and an Investment Adviser Representative of MFA presents
a conflict of interest when Mr. Matson recommends that a client invest in a security that results
in a commission being paid to Mr. Matson. Investment adviser representatives of MFA provide
planning and advisory services that are separate and independent of those provided by Cetera.
Mr. Matson spends approximately eighty percent of his time as an Investment Adviser
Representative of MFA.
In addition, Mr. Matson engages in selling group and individual insurance plans and group
retirement plans, including 401(k) plans and health, life, disability, dental, and long-term care
insurance. Approximately ten percent of his time is spent in this capacity.
The investment adviser representatives of MFA do not recommend other investment advisers to
clients and do not receive compensation from other advisers or other professional business
relationships, including certified public accountants and lawyers.
Item 11. Code of Ethics, Participation in Client Transactions, and Personal Trading
MFA has adopted a code of ethics pursuant to rule 204A-1 of the Investment Advisers Act of
1940 to prevent violations of federal securities laws. The code of ethics is predicated on the
principle that MFA owes a fiduciary duty to its clients. Accordingly, MFA expects all supervised
persons to act with honesty, integrity, and professionalism, to adhere to the federal securities
laws, and are to adhere to the code of ethics. At all times, MFA and its financial advisors must
place client interests ahead of their own interests, must engage in personal investing in full
compliance with code of ethics, and must avoid taking advantage of their positions. A client or
prospective client may request a copy of the MFA code of ethics by contacting Michael J. Matson
at (203) 743-0131 or at michael@matsonfinancialadvisors.com.
MFA financial advisors are prohibited from recommending to clients, or recommending buys or
sells for client accounts, any securities in which MFA or one of its related persons has a material
financial interest. This would present a conflict of interest.
MFA and its financial advisors may buy or sell securities that MFA also recommends to clients.
As these situations present a conflict of interest, MFA has established the following policies and
restrictions:
No MFA financial advisor may buy or sell securities for their personal portfolios if the
decision is substantially derived, in whole or in part, by reason of his or her association
with MFA unless the information is also available to the investing public upon reasonable
inquiry. No MFA financial advisor may prefer his or her own interests to those of MFA
advisory clients.
MFA maintains a list of all securities holdings, updated quarterly, for all MFA personnel
who are considered access persons.
MFA emphasizes the unrestricted right of clients to decline to implement any
recommendation or advice rendered.
Clients must always receive the best price, in relation to MFA or its financial advisors, on same-
day transactions. MFA and its financial advisors must give priority on all purchases and sales
of securities to MFA clients, prior to the execution of transactions for their proprietary accounts,
and personal trading must be conducted so as not to conflict with the interests of clients. While
the scope of these actions are difficult to define, they would include each of the following
prohibited situations:
Contemporaneously purchasing the same securities as a client without making an
equitable allocation of the securities to the client first, on the basis of considerations such
as available capital and current positions;
Knowingly purchasing or selling securities, directly or indirectly, in such a way as to injure
a client transaction;
Using knowledge of securities transactions by a client to profit personally, directly or
indirectly, by the market effect of the transactions; and
Giving any person information not generally available to the public about contemplated,
proposed, or current purchases or sales of securities by or for a client account, except to
the extent necessary to effectuate client transaction.
All confirmations, statements, and other information regarding personal securities transactions
and personal account holdings will be reviewed to monitor compliance with this policy. Reviews
will be conducted by the chief compliance officer or a designee, with documentation to
substantiate the review maintained in the MFA compliance files. MFA reserves the right to
require any of its financial advisors to reverse, cancel, or freeze, at his or her own expense, any
transaction or position in a specific security if MFA believes that the transaction or position
violates its policies or appears improper. As part of the review process, the chief compliance
officer will assess whether the MFA financial advisors (1) followed required procedures and (2) is
trading for his or her own account in the same securities that he or she is trading for clients, and,
if so, whether the clients are receiving terms as favorable as the MFA financial advisor takes for
himself or herself.
Item 12. Brokerage Practices
MFA does not have the discretionary authority to determine, without obtaining specific client
consent, the securities to be bought or sold, the amount of securities to be bought or sold, the
broker-dealer to be used, or the commission rates or other charges to be paid. MFA will assist
clients in opening one or more brokerage accounts with Cetera for these purposes. When
placing portfolio transactions for client accounts, the primary objective of MFA is to obtain the
best price and best execution, taking into account costs, promptness of execution, and other
qualitative considerations. In reviewing the factors for best execution, MFA takes into
consideration execution capability, commission rates, the value and ease of use of any
technology provided to MFA and its clients, the financial stability of the broker-dealer, the ability
to hold securities that clients desire to transfer into their brokerage accounts, and the general
responsiveness of the broker-dealer to field inquiries. MFA determines in good faith that the
amount of trading costs charged is reasonable in relation to the value of the brokerage services
provided.
During the account opening process, Cetera will be authorized to establish a custodial account
with Pershing LLC, a subsidiary of The Bank of New York Mellon Corporation, One Pershing
Plaza, Jersey City, New Jersey 07399. MFA believes that Pershing LLC offers substantial
financial strength and stability, economies of scale, and reliable, state-of-the-art technology.
MFA clients may pay trading costs in amounts greater than another broker-dealer may charge.
MFA does not benefit from research and soft-dollar benefits. Neither MFA nor its financial
advisors receive client referrals from a broker-dealer.
MFA does not require that a client direct MFA to execute transactions through a specified broker-
dealer.
Item 13. Review of Accounts
Financial planning, overall wealth management, and investment guidance requires a regular
review of a the financial and investment situation of each client. Although a client may engage
MFA in the review of his or her overall financial condition on a more frequent basis, MFA
encourages clients at a minimum to participate in an annual review of their financial situation.
Reviews can be conducted face-to-face or virtually through the phone or computer at the request
and convenience of the client. Discussions during financial planning review meetings may result
in an update to client planning priorities.
Reviews are performed by MFA investment adviser representatives whose education and
business backgrounds are described in brochure supplements in the form of Part 2B of Form
ADV. The number of accounts assigned to any investment adviser representative is less than
250.
Other factors in the financial life of a client may trigger a review, in addition to the annual review.
These factors include, but are not limited to, a change in employment, marital status, inheritance,
or number of dependents, the death of family member, education planning, family care
obligations, unexpected expenses, a significant change in income, employer-issued stock grants
or options, or disability.
Clients receive account statements reflecting holdings and transactions that are generated and
made available through a mailing or electronic access (as selected by the client) from the
account custodian, Pershing LLC, generally monthly but no less than quarterly. A client may
also receive a confirmation via mail or electronically (as selected by the client) of each
transaction executed in accounts advised by MFA directly from the account custodian.
Item 14. Client Referrals and Other Compensation
This item is not applicable.
Item 15. Custody
Client assets in accounts managed by MFA will be maintained with Pershing LLC as account
custodian. Other qualified custodians may custody client assets. MFA does not have physical
custody of client assets. Clients are solely responsible for paying all fees or charges of the
custodian. Clients authorize MFA to give the custodian instructions for the purchase, sale,
conversion, redemption, exchange, or retention of any security, cash or cash equivalent or other
investment for accounts managed by MFA.
Clients also authorize MFA to instruct the custodian to provide MFA with access to copies of all
periodic statements and other reports for such accounts that the custodian sends to clients.
In accordance with MFA invoicing procedures, the custodian is advised of the amount of the fees
to be deducted from client accounts. The custodian does not calculate the amount of the fees
to be deducted, so clients should carefully review all account statements prepared by the
custodian to verify the accuracy of the calculation. MFA urges clients to carefully compare
information provided in account statements, including activity, holdings, and value.
Item 16. Investment Discretion
This item is not applicable.
Item 17. Voting Client Securities
MFA does not vote proxies on behalf of its clients. Therefore, although MFA may provide
investment advisory services relative to client investment assets, clients maintain exclusive
responsibility for directing the manner in which proxies solicited by issuers of securities will be
voted and for making all elections relative to any mergers, acquisitions, tender offers, bankruptcy
proceedings, or other events pertaining to client investment assets. If clients require assistance
in completing proxy materials, MFA will assist if able. A client who desires assistance should
call his or her financial advisor at (203) 743-0131. MFA is not responsible for handling client
claims in class-action lawsuits involving securities owned by clients.
Item 18. Financial Information
This item is not applicable.
Item 19. Requirements for State-Registered Advisers
This item is not applicable.
PART 2B OF FORM ADV—BROCHURE SUPPLEMENT
Michael J. Matson
Matson Financial Advisors, Inc.
4 Mountain View Terrace
Suite 104
Danbury, Connecticut 06810
Telephone: (203) 743-0131
This brochure supplement provides information about Michael J. Matson that
supplements the Matson Financial Advisors, Inc. investment adviser disclosure
brochure. Please contact Jessely Pineda or Kyle Matson at (203) 743-0131 to receive
the investment adviser disclosure brochure or if you have any questions about the
content of this supplement.
Additional information about Michael J. Matson is available on the SEC’s website at
www.adviserinfo.sec.gov.
Item 2. Educational Background and Business Experience
Michael Matson, born in 1962, is the President and Chief Compliance Officer of Matson
Financial Advisors, Inc. He founded Matson Financial Advisors, Inc. in 1994. Mr. Matson
holds a B.S. in Business from the University of Connecticut. He also studied at Tilburg
University in the Netherlands. Mr. Matson also serves as a registered representative of
Cetera Advisor Networks LLC (“Cetera”), a registered broker-dealer. He holds the Series 6,
7, 24, 26, and 63 securities licensed issued by the Financial Industry Regulatory Authority,
Inc.
Item 3. Disciplinary Information
This item is not applicable.
Item 4. Other Business Activities
Michael Matson is a registered representative of Cetera and may receive commissions on
securities transactions. Approximately ten percent of his time is spent in this capacity.
Commissions may include rule 12b-1 fees on client assets that are invested in share classes
that pay rule 12b-1 fees. In some cases, there are mutual fund share classes with lower
expenses available to clients who do not pay rule 12b-1 fees. This presents a conflict of
interest when Mr. Matson recommends that a client invest in a security that results in a
higher expense to the client or in the payment of a rule 12b-1 fee. In addition, being a
registered representative of Cetera and an Investment Adviser Representative of MFA
presents a conflict of interest when Mr. Matson recommends that a client invest in a security
that results in a commission being paid to Mr. Matson.
In addition to being a registered representative of Cetera, Mr. Matson spends eighty percent
of his time as an Investment Adviser Representative of Matson Financial Advisors, Inc. Mr.
Matson also engages in selling group and individual insurance plans and group retirement
plans, including 401(k) plans and health, life, disability, dental, and long-term care insurance.
Approximately ten percent of his time is spent in this capacity.
Item 5. Additional Compensation
This item is not applicable.
Item 6. Supervision
As Mr. Matson is most senior at Matson Financial Advisors, Inc., this item is not applicable.
Item 7. Requirements for State-Registered Advisers
This item is not applicable.
PART 2B OF FORM ADV—BROCHURE SUPPLEMENT
Audrey K. Himebaugh
Matson Financial Advisors, Inc.
4 Mountain View Terrace
Suite 104
Danbury, Connecticut 06810
Telephone: (203) 743-0131
This brochure supplement provides information about Audrey K. Himebaugh that
supplements the Matson Financial Advisors, Inc. investment adviser disclosure
brochure. Please contact Jessely Pineda or Kyle Matson at (203) 743-0131 to receive
the investment adviser disclosure brochure or if you have any questions about the
content of this supplement.
Additional information about Audrey K. Himebaugh is available on the SEC’s website
at www.adviserinfo.sec.gov.
Item 2. Educational Background and Business Experience
Audrey Himebaugh, born in 1952, is a CERTIFIED FINANCIAL PLANNER® professional at
Matson Financial Advisors, Inc. Ms. Himebaugh also serves as an Investment Adviser
Representative of Matson Financial Advisors, Inc.
The CERTIFIED FINANCIAL PLANNER® (CFP®) certification process, administered by the
CFP Board, identifies to the public that those individuals who have been authorized to use
the CFP® certification marks in the U.S. have met rigorous professional standards and have
agreed to adhere to the principles of integrity, objectivity, competence, fairness,
confidentiality, professionalism, and diligence when dealing with clients. CFP®
professionals must pass the comprehensive CFP® certification examination, pass the CFP
Board’s Fitness Standards for Candidates and Professionals Eligible for Reinstatement,
agree to abide by the CFP Board’s Code of Ethics and Professional Responsibility and Rules
of Conduct that put client interests first, and comply with the Financial Planning Practice
Standards, which spell out what clients should be able to reasonably expect from the
financial planning engagement. To renew a CFP® certification, one must pay an annual
certification fee, submit a properly completed certification application every two years, and
complete thirty hours of continuing education accepted by the CFP Board every two years.
Item 3. Disciplinary Information
This item is not applicable.
Item 4. Other Business Activities
This item is not applicable.
Item 5. Additional Compensation
This item is not applicable.
Item 6. Supervision
MFA is composed of experienced investment professionals possessing a broad range
of knowledge within the securities industry. Advisory persons associated with MFA must
possess appropriate business experience and all required licenses. Michael Matson,
President and Chief Compliance Officer of Matson Financial Advisors (203) 743-0131 is
responsible for all any supervisory responsibilities Audrey Himebaugh.
Item 7. Requirements for State-Registered Advisers
This item is not applicable.
PART 2B OF FORM ADV—BROCHURE SUPPLEMENT
Kyle Matson
Matson Financial Advisors, Inc.
4 Mountain View Terrace
Suite 104
Danbury, Connecticut 06810
Telephone: (203) 743-0131
This brochure supplement provides information about Kyle Matson that supplements
the Matson Financial Advisors, Inc. investment adviser disclosure brochure. Please
contact Jessely Pineda at (203) 743-0131 to receive the investment adviser disclosure
brochure or if you have any questions about the content of this supplement.
Additional information about Kyle Matson is available on the SEC’s website at
www.adviserinfo.sec.gov.
Item 2. Educational Background and Business Experience
Kyle Matson, born in 1992, is a CERTIFIED FINANCIAL PLANNER® professional at
Matson Financial Advisors, Inc. Mr. Matson also serves as an investment adviser
representative of Matson Financial Advisors, Inc. Kyle Matson holds a B.S. in Psychology
from Connecticut College.
The CERTIFIED FINANCIAL PLANNER® (CFP®) certification process, administered by the
CFP Board, identifies to the public that those individuals who have been authorized to use
the CFP® certification marks in the U.S. have met rigorous professional standards and have
agreed to adhere to the principles of integrity, objectivity, competence, fairness,
confidentiality, professionalism, and diligence when dealing with clients.
CFP®
professionals must pass the comprehensive CFP® certification examination, pass the CFP
Board’s Fitness Standards for Candidates and Professionals Eligible for Reinstatement,
agree to abide by the CFP Board’s Code of Ethics and Professional Responsibility and Rules
of Conduct that put client interests first, and comply with the Financial Planning Practice
Standards, which spell out what clients should be able to reasonably expect from the
financial planning engagement. To renew a CFP® certification, one must pay an annual
certification fee, submit a properly completed certification application every two years, and
complete thirty hours of continuing education accepted by the CFP Board every two years.
Item 3. Disciplinary Information
This item is not applicable.
Item 4. Other Business Activities
This item is not applicable.
Item 5. Additional Compensation
This item is not applicable.
Item 6. Supervision
MFA is composed of experienced investment professionals possessing a broad range of
knowledge within the securities industry. Advisory persons associated with MFA must
possess appropriate business experience and all required licenses. Michael Matson,
President and Chief Compliance Officer of Matson Financial Advisors (203) 743-0131 is
responsible for all supervisory responsibilities of Kyle Matson.
Item 7. Requirements for State-Registered Advisers
This item is not applicable.