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F O R M A D V P A R T 2 A
D I S C L O S U R E B R O C H U R E
Sunrise Financial Services LLC
Office Address:
431 SW Ambaum Blvd
Burien, WA 98166
Tel: 206-420-8520
Fax: 206-374-2769
Email: advisor@sunrisefinancial.net
April 15, 2026
This brochure provides information about the qualifications and business practices of Sunrise
Financial Services LLC. Being registered as an investment adviser does not imply a certain level
of skill or training. If you have any questions about the contents of this brochure, please contact
us at 206-420-8520. The information in this brochure has not been approved or verified by the
United States Securities and Exchange Commission, or by any state securities authority.
A D D I T I O N A L I N F O R M A T I O N A B O U T S U N R I S E F I N A N C I A L S E R V I C E S L L C
( C R D # 3 2 5 9 5 5 ) I S A V A I L A B L E O N T H E S E C ’ S W E B S I T E A T
W W W . A D V I S E R I N F O . S E C . G O V
Item 2: Material Changes
Annual Update
The Material Changes section of this brochure will be updated annually or when material
changes occur since the previous release of the Firm Brochure.
Material Changes since the Last Update
Since the last filing of this brochure on February 12, 2026, the following has been updated:
•
Item 4 has been updated to disclose non-discretionary asset management is an
option only for 529 plans.
Full Brochure Available
This Firm Brochure being delivered is the complete brochure for the Firm.
Item 3: Table of Contents
Form ADV – Part 2A – Firm Brochure
Item 1: Cover Page
Item 2: Material Changes .................................................................................................................... ii
Annual Update ................................................................................................................................................................... ii
Material Changes since the Last Update.................................................................................................................. ii
Full Brochure Available .................................................................................................................................................. ii
Item 3: Table of Contents ................................................................................................................... iii
Item 4: Advisory Business .................................................................................................................. 1
Firm Description ............................................................................................................................................................... 1
Types of Advisory Services ........................................................................................................................................... 1
Client Tailored Services and Client Imposed Restrictions ............................................................................... 2
Wrap Fee Programs ......................................................................................................................................................... 2
Client Assets under Management .............................................................................................................................. 2
Item 5: Fees and Compensation ....................................................................................................... 3
Method of Compensation and Fee Schedule .......................................................................................................... 3
Client Payment of Fees ................................................................................................................................................... 5
Additional Client Fees Charged ................................................................................................................................... 5
Prepayment of Client Fees ............................................................................................................................................ 5
External Compensation for the Sale of Securities to Clients ........................................................................... 5
Item 6: Performance-Based Fees and Side-by-Side Management ........................................ 6
Sharing of Capital Gains ................................................................................................................................................. 6
Item 7: Types of Clients ....................................................................................................................... 6
Description .......................................................................................................................................................................... 6
Account Minimums .......................................................................................................................................................... 6
Item 8: Methods of Analysis, Investment Strategies and Risk of Loss ................................ 6
Methods of Analysis ......................................................................................................................................................... 6
Investment Strategy ........................................................................................................................................................ 8
Security Specific Material Risks .................................................................................................................................. 8
Item 9: Disciplinary Information ................................................................................................... 11
Criminal or Civil Actions ............................................................................................................................................. 11
Administrative Enforcement Proceedings .......................................................................................................... 11
Self- Regulatory Organization Enforcement Proceedings ............................................................................ 11
Item 10: Other Financial Industry Activities and Affiliations ............................................. 11
Broker-Dealer or Representative Registration ................................................................................................. 11
Futures or Commodity Registration ...................................................................................................................... 11
Material Relationships Maintained by this Advisory Business and Conflicts of Interest ................ 12
Recommendations or Selections of Other Investment Advisors and Conflicts of Interest ............. 12
Item 11: Code of Ethics, Participation or Interest in Client Transactions and Personal
Trading ................................................................................................................................................... 12
Code of Ethics Description ......................................................................................................................................... 12
Investment Recommendations Involving a Material Financial Interest and Conflict of Interest. 13
Advisory Firm Purchase of Same Securities Recommended to Clients and Conflicts of Interest 13
Client Securities Recommendations or Trades and Concurrent Advisory Firm Securities
Transactions and Conflicts of Interest .................................................................................................................. 13
Item 12: Brokerage Practices ......................................................................................................... 13
Factors Used to Select Broker-Dealers for Client Transactions ................................................................. 13
Aggregating Securities Transactions for Client Accounts ............................................................................. 14
Item 13: Review of Accounts ........................................................................................................... 15
Schedule for Periodic Review of Client Accounts or Financial Plans and Advisory Persons
Involved ............................................................................................................................................................................. 15
Review of Client Accounts on Non-Periodic Basis ........................................................................................... 15
Content of Client Provided Reports and Frequency ........................................................................................ 15
Item 14: Client Referrals and Other Compensation ................................................................ 15
Economic Benefits Provided to the Advisory Firm from External Sources and Conflicts of
Interest ............................................................................................................................................................................... 15
Advisory Firm Payments for Client Referrals .................................................................................................... 15
Item 15: Custody .................................................................................................................................. 15
Account Statements ...................................................................................................................................................... 15
Item 16: Investment Discretion ..................................................................................................... 16
Discretionary Authority for Trading...................................................................................................................... 16
Item 17: Voting Client Securities ................................................................................................... 17
Proxy Votes ...................................................................................................................................................................... 17
Item 18: Financial Information ...................................................................................................... 17
Balance Sheet .................................................................................................................................................................. 17
Financial Conditions Reasonably Likely to Impair Advisory Firm’s Ability to Meet Commitments
to Clients ............................................................................................................................................................................ 17
Bankruptcy Petitions during the Past Ten Years .............................................................................................. 17
Brochure Supplement (Part 2B of Form ADV) .......................................................................... 19
Principal Executive Officer – Janice J. Hammond ............................................................................................. 19
Item 2 - Educational Background and Business Experience ....................................................................... 19
Item 3 - Disciplinary Information ........................................................................................................................... 19
Item 4 - Other Business Activities ........................................................................................................................... 20
Item 5 - Additional Compensation .......................................................................................................................... 21
Item 6 - Supervision ..................................................................................................................................................... 21
Item 4: Advisory Business
Firm Description
Sunrise Financial Services LLC (“Sunrise”) was founded in 2009 and utilized as a DBA and
became registered as an investment advisor in the State of Washington in 2023. Janice
Hammond is 100% owner.
Types of Advisory Services
ASSET MANAGEMENT
Sunrise offers discretionary and non-discretionary asset management services to advisory
Clients using AE Wealth Management, LLC’s platform (AEWM) (CRD 134429) and
American Funds Service Company (AFSC). Sunrise will offer Clients ongoing asset
management services through determining individual investment goals, time horizons,
objectives, and risk tolerance. Investment strategies, investment selection, asset allocation,
portfolio monitoring and the overall investment program will be based on the above
factors. Sunrise will mainly invest in stocks, bonds, debentures, notes, mutual fund shares,
UIT’s, exchange traded funds, and fixed income investments.
Discretionary
When the Client provides Sunrise discretionary authority the Client will sign a limited
trading authorization or equivalent. Sunrise will have the authority to execute
transactions in the account without seeking Client approval on each transaction.
Non-Discretionary (For 529 Plans only)
Sunrise allows clients the option to choose to have their 529 plan accounts managed on
a non-discretionary basis, Sunrise will determine the securities to be bought or sold and
the amount of the securities to be bought or sold. However, Sunrise will obtain prior
Client approval on each and every transaction before executing any transaction.
FINANCIAL PLANNING AND CONSULTING
Financial planning services include a comprehensive evaluation of an investor's current
and future financial state and will be provided by using currently known variables to
predict future cash flows, asset values and withdrawal plans. Sunrise will use current net
worth, tax liabilities, asset allocation, and future retirement and estate plans in developing
financial plans.
Sunrise offers two different services, a full financial plan and hourly consultation services
as outlined below.
Full Financial Plan
Financial planning services include a comprehensive evaluation of an investor's current
and future financial state and will be provided by using currently known variables to
predict future cash flows, asset values and withdrawal plans. Sunrise will use current net
worth, tax liabilities, asset allocation, and future retirement and estate plans in developing
financial plans.
Typical topics reviewed in a financial plan may include but are not limited to:
• Financial goals: Based on an individual's or a family's clearly defined financial
goals, including funding a college education for the children, buying a larger home,
starting a business, retiring on time or leaving a legacy. Financial goals should be
quantified and set to milestones for tracking.
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• Personal net worth statement: A snapshot of assets and liabilities serves as a
benchmark for measuring progress towards financial goals.
• Cash flow analysis: An income and spending plan determines how much can be set
aside for debt repayment, savings and investing each month.
• Retirement strategy: A strategy for achieving retirement independent of other
financial priorities. Including a strategy for accumulating the required retirement
capital and its planned lifetime distribution.
• Comprehensive risk management plan: Identify all risk exposures and provide
the necessary coverage to protect the family and its assets against financial loss. The
risk management plan includes a full review of life and disability insurance,
personal liability coverage, property and casualty coverage, and catastrophic
coverage.
for selecting, buying and selling
• Long-term investment plan: Include a customized asset allocation strategy based
on specific investment objectives and a risk profile. This investment plan sets
guidelines
investments and establishing
benchmarks for performance review.
• Tax reduction strategy: Identify ways to minimize taxes on personal income to the
extent permissible by the tax code. The strategy should include identification of tax-
favored investment vehicles that can reduce taxation of investment income.
• Estate preservation: Help update accounts, review beneficiaries for retirement
accounts and life insurance, provide a second look at your current estate planning
documents, and prompt you to update your plan when the legal environment
changes or you have major life events such as a marriage, death, or births.
Hourly Consultation Services
This service is appropriate for clients who need assistance with individual topics. This is
not a detailed financial review and will not provide/result in a comprehensive financial
plan. Client may select individual topics above, or other topics as may be deemed
appropriate. The individual topics that will be included in this service will be outlined and
agreed upon on the financial planning and consulting agreement.
If a conflict of interest exists between the interests of Sunrise and the interests of the Client,
the Client is under no obligation to act upon Sunrise’s recommendation. If the Client elects
to act on any of the recommendations, the Client is under no obligation to effect the
transaction through Sunrise. Clients always have the option to purchase investment products
recommended by Sunrise through other brokers or agents that are not affiliated with Sunrise.
Financial plans will be completed and delivered inside of six (6) months contingent upon
timely delivery of all required documentation.
Client Tailored Services and Client Imposed Restrictions
The goals and objectives for each Client are documented in our Client files. Investment
strategies are created that reflect the stated goals and objectives. Clients may impose
restrictions on investing in certain securities or types of securities. Agreements may not be
assigned without written Client consent.
Wrap Fee Programs
Sunrise does not sponsor any wrap fee programs.
Client Assets under Management
Sunrise has the following Client assets under management:
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Discretionary Amounts:
Non-discretionary Amounts:
Date Calculated:
$151,132,149
$116,578
December 31, 2025
Item 5: Fees and Compensation
Method of Compensation and Fee Schedule
ASSET MANAGEMENT
AE Wealth Management, LLC’s (AEWM)
Sunrise offers direct asset management services to advisory Clients. Sunrise charges an
annual investment advisory fee based on the total assets under management as follows:
Assets Under Management
First $1,000,000 ($0-$1,000,000)
Subsequent amounts ($1,000,000.01 +)
Annual Fee
1.20%
1.0%
Monthly Fee
.1
.08333%
For clients wishing to have Sunrise manage stocks or other holdings outside of Sunrise
models, Sunrise will charge an annual fee of .50%.
The annual fee may be negotiable. Accounts within the same household may be combined
for a reduced fee. If margin is utilized, the fees will be billed based on the net asset value of
the account. In computing the market value of any investment of the Account, each security
listed on any national securities exchange or otherwise subject to current last-sale
reporting shall be valued at the last sale price on the valuation date. Sunrise itself, does not
price any investment or security for which it charges a management fee or that is included
in the portfolio return.
As indicated in Agreement, AEWM receives a portion of Sunrise's fee for each account. For
accounts where AEWM is engaged as a platform provider, Clients' fees will be calculated
and deducted from Client account by AEWM with Sunrise's portion of the overall fee paid
directly by AEWM to Sunrise. Fees are billed monthly in arrears based on the average daily
balance of each month. Billing will begin after the account has trade activity or after two
full monthly billing cycles, whichever is sooner.
Under the fee billing described above, only one rate is charged against all of the client's
assets under management in this program.
Fees are calculated as follows:
Average Daily Balance x (Fee/10,000)/ of days in a year x # of invested days in a month.
Example:
Account Average Daily Balance is $100,000
Client Fee is 1.20% or 120 basis points
Invested January 5th
$100,000 x (120/10,000)/365 x 26 = $85.48
Lower fees for comparable services may be available from other sources. Fees for asset
management services are deducted from a designated Client account to facilitate billing.
Please see Item 15 for more information regarding direct deduction of fees from client’s
accounts.
American Funds Service Company (“AFSC”)
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Sunrise charges an annual investment advisory fee based on the total assets under
management as follows:
Assets Under Management
Annual Fee
Quarterly Fee
Up to $499,999
1.00%
0.25%
$500,000 to $1,999,999
0.85%
0.2125%
$2,000,000 to $4,999,999
0.50%
0.125%
$5,000,000 and Over
0.35%
0.0875%
Clients are invested in portfolios constructed solely of mutual funds managed by American
Funds. The fees will be billed quarterly in arrears. Fees shall be calculated by AFSC for each
quarterly period ending the last business day of February, May, August and November and
shall be the product of (i) the annual investment advisory fee charge by Sunrise and
calculated based on the Client’s cumulative asset value (includes all account types and Fund
share classes) held on the last day of the quarter; (ii) the average daily net asset value of
the Client’s assets invested in Funds through the Program during the quarter; divided by,
(iii) the number of days in the year multiplied by the number of days in the quarter. The
fees shall be paid within thirty (30) days following the end of the quarter for which such
fees are payable. AFSC shall deduct fees from Client accounts to pay Sunrise.
Clients may terminate their account within five (5) business days of signing the Investment
Advisory Agreement with no obligation and without penalty. After the initial five (5)
business days, the agreement may be terminated by Sunrise with thirty (30) days written
notice to Client and by the Client at any time with written notice to Sunrise. For accounts
opened or closed mid-billing period, fees will be prorated based on the days services are
provided during the given period. All unpaid earned fees will be due to Sunrise. Client shall
be given thirty (30) days prior written notice of any increase in fees. Any increase in fees
will be acknowledged in writing by both parties before any increase in said fees occurs.
FINANCIAL PLANNING AND CONSULTING
Sunrise charges either an hourly fee or fixed fee based on complexity and unique Client
needs for financial planning. Prior to the planning process the Client will be provided an
estimated plan fee. Services are completed and delivered inside of six (6) months
contingent upon timely delivery of all required documentation. Client may cancel within
five (5) business days of signing Agreement with no obligation and without penalty. If the
Client cancels after five (5) business days, any unearned fees will be refunded to the Client,
or any unpaid earned fees will be due to Sunrise. Should the Client choose to implement the
plan through Sunrise, they will waive the financial planning fee or offset the fee for related
advisory services of assets being managed by Sunrise.
Full Financial Plans and Hourly Consultation Services
Full Financial Plans and Hourly Consultation services are offered for a fixed fee of $ $250
per hour.
Financial planning fees are not negotiable. Fees for financial plans are due upon delivery of
the completed plan.
Clients can choose to pay for financial planning via Check – to be remitted by Client to
Sunrise.
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Client Payment of Fees
Investment management fees are billed quarterly in arrears, meaning that we charge you
after the billing period. Fees are usually deducted from a designated Client account to
facilitate billing. The Client must consent in advance to direct debiting of their investment
account.
Fees for asset management services are:
• Deducted from a designated Client account. The Client must consent in advance to
direct debiting of their investment account.
• Check – to be remitted by Client to Sunrise
• Deducted from a non-qualified account managed by Sunrise
• Electronic Payment via ACH, Debit Card, or Credit Card (fees will be paid via a third
party payment processor in which the client will securely input payment
information and pay the advisory fee through a secure portal. Sunrise will not have
continuous access to the Client’s banking information.)
Fees for financial plans will be billed payable by:
• Check – to be remitted by Client to Sunrise
Additional Client Fees Charged
Custodians may charge transaction fees and other related costs on the purchases or sales of
mutual funds, equities, bonds, options and exchange-traded funds. Mutual funds, money
market funds and exchange-traded funds also charge internal management fees, which are
disclosed in the fund’s prospectus. Sunrise does not receive any compensation from these
fees. All of these fees are in addition to the management fee you pay to Sunrise. For more
details on the brokerage practices, see Item 12 of this brochure.
Client acknowledges that representatives of Sunrise may provide Client with various non-
securities insurance products upon which a commission may be paid to Sunrise
representatives, and such commissions are separate and apart from the fees charged under
this Agreement. Sunrise will not charge management fees on any insurance product where
a representative receives a commission. Sunrise’s management fees are separate and are
not reduced when a separate commission is paid. A conflict exists because of the
relationship. This conflict is mitigated by disclosures, procedures, and the firm’s Fiduciary
obligation. The Client is under no obligation to act upon the investment advisor’s
recommendations. If the Client elects to act on any of the recommendations, the Client is
under no obligation to effect the transaction through Sunrise.
Prepayment of Client Fees
Sunrise does not require any prepayment of fees.
External Compensation for the Sale of Securities to Clients
Investment Advisor Representatives of Sunrise receive external compensation for the sale
of securities to clients as a registered representative of Madison Avenue Securities, LLC, a
broker-dealer and/or as licensed insurance agents. This represents a conflict of interest
because it gives an incentive to recommend products based on the commission received.
They do not charge advisory fees for the services offered as registered representatives or
insurance agents. This conflict is mitigated by disclosures, procedures, and Sunrise’s
fiduciary obligation to place the best interest of the Client first and Clients are not required
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to purchase any products or services. Clients have the option to purchase these products
through another registered representative or insurance agent of their choosing.
Item 6: Performance-Based Fees and Side-by-Side Management
Sharing of Capital Gains
Fees are not based on a share of the capital gains or capital appreciation of managed
securities.
Sunrise does not use a performance-based fee structure because of the conflict of interest.
Performance based compensation may create an incentive for Sunrise to recommend an
investment that may carry a higher degree of risk to the Client.
Item 7: Types of Clients
Description
Sunrise generally provides investment advice to individuals and high net worth individuals.
Client relationships vary in scope and length of service.
Account Minimums
Sunrise does not require a minimum to open an account.
Item 8: Methods of Analysis, Investment Strategies and Risk of Loss
Methods of Analysis
At the root of our investment process, you will find the tenets of Modern Portfolio Theory to
be our starting basis and backbone of ongoing model review and investment selection. The
risk with Modern Portfolio Theory is that market risk is common to all securities and cannot
be eliminated by diversification and allocation.
Through expansive asset allocation, we have designed five risk-adjusted portfolios and one
income model to meet the needs of investors with varying risk tolerances and potential
return needs so that we can best position our clients and their overall investment
experience. Our two primary tools used to enlist our process are Nitrogen and Morningstar,
where we are able to review the entire universe of investments in different asset classes as
part of our ongoing oversight. We use both Qualitative and Quantitative processes to meet
both risk and potential return objectives for our individual holdings and for each of our
models. Our strategies base their potential return on Nitrogen’s Advanced Risk Modeling
(ARM). Advanced Risk Modeling (ARM) calculates the six-month range based on historical
data in conjunction with capital market assumptions. Each security is filtered into one of
four return modes and modeled accordingly.
Where many tools leverage Monte Carlo scenarios to evaluate thousands of potential
outcomes, Nitrogen uses their ARM to determine a six-month mid-range for all investments
they monitor. In addition, each model also has its own six-month mid-range. Each
underlying investment and Sunrise Financial Services model is assigned a:
Risk Number: The Risk Number is a quantitative way to pinpoint how much risk an
investor wants, how much risk they currently have in their portfolio, and how much risk
they need to reach their goals.
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Nitrogen GPA: Nitrogen GPA® is a quantitative expression of the efficiency of an
investment, strategy, or portfolio with respect to how much return is realized or expected
per unit of risk.
Benchmarks: Capacity to review model side by side with appropriate blended benchmark
Morningstar: Nitrogen uses data from Morningstar to determine their calculations. We also
use Morningstar to back test potential risk/return expectations of our underlying holdings
and when necessary, individual security holdings clients already hold and want to
maintain.
Modeled Performance also includes calculated statistics for the charted portfolio(s) and
selected benchmark. These statistics are shown for up to three (3) selected time frames,
including the charted time frame.
These statistics include:
Beta: A comparative statistic expressing the ratio of a portfolio’s volatility to that of the
indicated benchmark.
R-Squared: Quantifies the percentage of a portfolio’s movement (both positive and
negative) that can be attributed to movement in the indicated benchmark.
Sharpe Ratio: This “bang-for-your-buck” metric assesses a portfolio’s risk efficiency, by
illustrating its return relative to its risk exposure. This can help to facilitate a comparison of
portfolios with drastically different Risk Numbers.
Batting Average: A portfolio’s batting average is simply the percentage of months during
the time period that it outperformed the indicated benchmark.
Drawdown: The maximum percent loss, from peak-to-trough, for a portfolio before a new
peak is established during the specified time period.
Standard Deviation: Volatility metric expressing an annualized standard deviation of
monthly returns for the portfolio during the time period specified.
Total Return: Percentage gained or lost during the specified time period.
We use Nitrogen’s Risk Questionnaire to determine a client’s overall risk tolerance to
assign a Risk Number (above) for our clients. This allows us to implement solutions that
are intended to compliment other holdings (Annuities typically) that are in line with both a
client’s risk tolerance and return needs.
Additional information that may be helpful (From Nitrogen) regarding ARM:
Market Assumptions
This calculation methodology is based on a return scenario for the S&P 500 and the
direction/change in the 10 Year Treasury Rate over the next 6 months. As we do not want
to predict what the return scenario will look like in the near term, the default scenario is
called "Long-Term Consensus." That scenario is designed for advisors who want to use the
bedrock assumption of financial advice — that the long-term of the future will be
something like the long-term of the past.
The Long-Term Consensus for the S&P 500 is +7.64% annually (including dividends), so we
normalize it to 6 months by calculating a reverse compound. We believe that there is no
long-term consensus on the direction or magnitude of change on the 10 Year Treasury
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yield, so our default is set to "flat." Our default market assumption uses a 6-month return
for the Standard and Poor's 500 of 3.75% and a "flat" interest rate environment.
You can easily choose from another preset scenario, or enter your own S&P 500 and 10
Year Treasury Rate scenario, to recalculate the risk in the portfolio using the Market
Assumptions menu.
Investment Strategy
The investment strategy for a specific Client is based upon the objectives stated by the
Client during consultations. The Client may change these objectives at any time by
providing written notice to Sunrise. Each Client executes a Client profile form or similar
form that documents their objectives and their desired investment strategy.
Other strategies may include long-term purchases, short-term purchases, and trading.
Security Specific Material Risks
All investment programs have certain risks that are borne by the investor. Our investment
approach constantly keeps the risk of loss in mind. Investors face the following investment
risks and should discuss these risks with Sunrise:
• Market Risk: The prices of securities in which clients invest may decline in response to
certain events taking place around the world, including those directly involving the
companies whose securities are owned by a fund; conditions affecting the general
economy; overall market changes; local, regional or global political, social or economic
instability; and currency, interest rate and commodity price fluctuations. Investors
should have a long-term perspective and be able to tolerate potentially sharp declines
in market value.
•
Interest-rate Risk: Fluctuations in interest rates may cause investment prices to
fluctuate. For example, when interest rates rise, yields on existing bonds become less
attractive, causing their market values to decline.
•
Inflation Risk: When any type of inflation is present, a dollar today will buy more than a
dollar next year, because purchasing power is eroding at the rate of inflation.
• Currency Risk: Overseas investments are subject to fluctuations in the value of the dollar
against the currency of the investment’s originating country. This is also referred to as
exchange rate risk.
• Reinvestment Risk: This is the risk that future proceeds from investments may have to
be reinvested at a potentially lower rate of return (i.e. interest rate). This primarily
relates to fixed income securities.
• Liquidity Risk: Liquidity is the ability to readily convert an investment into cash.
Generally, assets are more liquid if many traders are interested in a standardized
product. For example, Treasury Bills are highly liquid, while real estate properties are
not.
• Management Risk: The advisor’s investment approach may fail to produce the intended
results. If the advisor’s assumptions regarding the performance of a specific asset class
or fund are not realized in the expected time frame, the overall performance of the
client’s portfolio may suffer.
• Equity Risk: Equity securities tend to be more volatile than other investment choices.
The value of an individual mutual fund or ETF can be more volatile than the market as a
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whole. This volatility affects the value of the client’s overall portfolio. Small- and mid-
cap companies are subject to additional risks. Smaller companies may experience
greater volatility, higher failure rates, more limited markets, product lines, financial
resources, and less management experience than larger companies. Smaller companies
may also have a lower trading volume, which may disproportionately affect their
market price, tending to make them fall more in response to selling pressure than is the
case with larger companies.
• Fixed Income Risk: The issuer of a fixed income security may not be able to make
interest and principal payments when due. Generally, the lower the credit rating of a
security, the greater the risk that the issuer will default on its obligation. If a rating
agency gives a debt security a lower rating, the value of the debt security will decline
because investors will demand a higher rate of return. As nominal interest rates rise,
the value of fixed income securities held by a fund is likely to decrease. A nominal
interest rate is the sum of a real interest rate and an expected inflation rate.
•
Investment Companies Risk: When a client invests in open end mutual funds or ETFs, the
client indirectly bears their proportionate share of any fees and expenses payable
directly by those funds. Therefore, the client will incur higher expenses, which may be
duplicative. In addition, the client’s overall portfolio may be affected by losses of an
underlying fund and the level of risk arising from the investment practices of an
underlying fund (such as the use of derivatives). ETFs are also subject to the following
risks: (i) an ETF’s shares may trade at a market price that is above or below their net
asset value or (ii) trading of an ETF’s shares may be halted if the listing exchange’s
officials deem such action appropriate, the shares are de-listed from the exchange, or
the activation of market-wide “circuit breakers” (which are tied to large decreases in
stock prices) halts stock trading generally. Adviser has no control over the risks taken
by the underlying funds in which client invests.
• Foreign Securities Risk: Funds in which clients invest may invest in foreign securities.
Foreign securities are subject to additional risks not typically associated with
investments in domestic securities. These risks may include, among others, currency
risk, country risks (political, diplomatic, regional conflicts, terrorism, war, social and
economic instability, currency devaluations and policies that have the effect of limiting
or restricting foreign investment or the movement of assets), different trading
practices, less government supervision, less publicly available information, limited
trading markets and greater volatility. To the extent that underlying funds invest in
issuers located in emerging markets, the risk may be heightened by political changes,
changes in taxation, or currency controls that could adversely affect the values of these
investments. Emerging markets have been more volatile than the markets of developed
countries with more mature economies.
• Long-term purchases: Long-term investments are those vehicles purchased with the
intention of being held for more than one year. Typically the expectation of the
investment is to increase in value so that it can eventually be sold for a profit. In
addition, there may be an expectation for the investment to provide income. One of the
biggest risks associated with long-term investments is volatility, the fluctuations in the
financial markets that can cause investments to lose value.
• Short-term purchases: Short-term investments are typically held for one year or less.
Generally there is not a high expectation for a return or an increase in value. Typically,
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short-term investments are purchased for the relatively greater degree of principal
protection they are designed to provide. Short-term investment vehicles may be subject
to purchasing power risk — the risk that your investment’s return will not keep up with
inflation. Additionally, frequent trading can affect investment performance, particularly
through increased brokerage and other transaction costs and taxes.
• Trading risk: Investing involves risk, including possible loss of principal. There is no
assurance that the investment objective of any fund or investment will be achieved.
• Trading on Margin: In a cash account, the risk is limited to the amount of money that
has been invested. In a margin account, risk includes the amount of money invested
plus the amount that has been loaned. As market conditions fluctuate, the value of
marginable securities will also fluctuate, causing a change in the overall account balance
and debt ratio. As a result, if the value of the securities held in a margin account
depreciates, the client will be required to deposit additional cash or make full payment
of the margin loan to bring account back up to maintenance levels. Clients who cannot
comply with such a margin call may be sold out or bought in by the brokerage firm.
• Mutual Fund risk: Investing in a mutual fund may cause you to bear additional expenses
based on your pro rata share of the mutual fund’s operating expenses, including the
potential duplication of management fees. The risk of owning a mutual fund generally
reflects the risks of owning the underlying securities the mutual fund holds. You may
also incur brokerage costs when purchasing mutual funds.
• Exchange Traded Fund (ETF) risk: Investing in an ETF may cause you to bear additional
expenses based on your pro rata share of the ETF’s operating expenses, including the
potential duplication of management fees. The risk of owning an ETF generally reflects
the risks of owning the underlying securities the ETF holds. Other risks may include the
ETF not tracking the index as designed and potential liquidity and shutdown risks.
• Stock risk: Stocks may go up and down in price quite dramatically, and in the event of an
issuer’s bankruptcy or restructuring could lose all value. A slower-growth or
recessionary economic environment could have an adverse effect on the price of all
stocks.
• Bond risk: Bonds are debt securities to borrow money. Generally, issuers pay investors
periodic interest and repay the amount borrowed either periodically during the life of
the security and/or at maturity. Alternatively, investors can purchase other debt
securities, such as zero coupon bonds, which do not pay current interest, but rather are
priced at a discount from their face values and their values accrete over time to face
value at maturity. The market prices of debt securities fluctuate depending on such
factors as interest rates, credit quality, and maturity. In general, market prices of debt
securities decline when interest rates rise and increase when interest rates fall. The
longer the time to a bond’s maturity, the greater its interest rate risk.
• Unit Investment Trusts: A Unit Investment Trust (UIT) is an investment company that
offers a fixed portfolio, generally of stocks and bonds, as redeemable units to investors
for a specific period of time. It is designed to provide capital appreciation and/or
dividend income. UITs, along with mutual funds and closed-end funds, are defined as
investment companies. Please see Investment Companies Risk above for additional
information.
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• Note risks: Note investing is the purchase of a debt security. The risks involved include
that you could lose all of your investment if the issuer of your note is unable to pay its
obligations or goes bankrupt. In other words, any principal guarantee is subject to the
creditworthiness of the guarantor, which is generally the securities firm that structures
and issues the note.
• Debenture risks: A debenture is a marketable security that businesses can issue to
obtain long-term financing without needing to put up collateral or dilute their equity. A
debenture is a type of long-term business debt not secured by any collateral. The main
risk that fixed-rate debentures and unsecured notes holders are exposed to is
the opportunity cost that a better rate of return may be available elsewhere if interest
rates were to increase. The credit risk is the risk that the investor's interest and/or
capital are not repaid by the borrower.
The risks associated with utilizing Sub-Advisors include:
• Manager Risk
o Sub-Advisor fails to execute the stated investment strategy
• Business Risk
o Sub-Advisor has financial or regulatory problems
• The specific risks associated with the portfolios of the Sub-Advisor’s which is
disclosed in the Sub-Advisor’s Form ADV Part 2.
Item 9: Disciplinary Information
Criminal or Civil Actions
Sunrise and its management have not been involved in any criminal or civil action.
Administrative Enforcement Proceedings
Sunrise and its management have not been involved in administrative enforcement
proceedings.
Self- Regulatory Organization Enforcement Proceedings
Sunrise and its management have not been involved in any self-regulatory organizational
enforcement proceedings that are material to a Client’s or prospective Client’s evaluation of
Sunrise or the integrity of its management.
Item 10: Other Financial Industry Activities and Affiliations
Broker-Dealer or Representative Registration
Sunrise is not registered as a broker- dealer, however, Managing Member Janice Hammond
is a registered representative of Madison Avenue Securities, LLC, a FINRA/SIPC broker-
dealer CRD# 23224.
Futures or Commodity Registration
Neither Sunrise nor its affiliated representatives are registered or have an application
pending to register as a futures commission merchant, commodity pool operator, or a
commodity trading advisor.
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Material Relationships Maintained by this Advisory Business and Conflicts of Interest
Ms. Hammond is an insurance agent with Advisors Excel and Sunrise Financial Services,
LLC. She is also a Registered Representative with Madison Avenue Securities, LLC.
Approximately 50% of her time is spent on these activities. She will offer Clients products
and services from these activities. She spends approximately 80 hours per month on these
activities including during trading hours. As an insurance agent and Registered
Representative, she will receive separate yet typical compensation.
These practices represent conflicts of interest because it gives an incentive to recommend
products based on the commission amount received. This conflict is mitigated by
disclosures, procedures and the firm’s fiduciary obligation to place the best interest of the
Client first and the Clients are not required to purchase any products. Clients have the
option to purchase these products through another professional of their choosing.
Ms. Hammond is also owner of Short Women Enterprises, LLC, JJH Business Development
Corp, and owns rental property. These activities all involve rental property and property
development. Ms. Hammond spends a total of 40 hours per month on these activities, 20 of
those hours during trading hours. These activities are not conflicts of interest as they do
not involve clients.
Recommendations or Selections of Other Investment Advisors and Conflicts of Interest
As disclosed above in Item 4, Sunrise uses the AEWM platform for asset management
services. Prior to introducing any Ohio clients to another investment advisor, Sunrise will
be responsible in determining if the Firm is properly licensed, notice filed or exempt from
registration.
Item 11: Code of Ethics, Participation or Interest in Client Transactions
and Personal Trading
Code of Ethics Description
include employees and/or
The affiliated persons (affiliated persons
independent
contractors) of Sunrise have committed to a Code of Ethics (“Code”). The purpose of our
Code is to set forth standards of conduct expected of Sunrise affiliated persons and
addresses conflicts that may arise. The Code defines acceptable behavior for affiliated
persons of Sunrise. The Code reflects Sunrise and its supervised persons’ responsibility to
act in the best interest of their Client. The affiliated persons (affiliated persons include
employees and/or independent contractors) of Sunrise owe Clients a fiduciary duty to put
the Clients’ interest first which includes, but is not limited to, a duty of care, loyalty,
obedience, and utmost good faith.
One area which the Code addresses is when affiliated persons buy or sell securities for
their personal accounts and how to mitigate any conflict of interest with our Clients. We do
not allow any affiliated persons to use non-public material information for their personal
profit or to use internal research for their personal benefit in conflict with the benefit to
our Clients.
Sunrise’s policy prohibits any person from acting upon or otherwise misusing non-public
or inside information. No advisory representative or other affiliated person, officer or
director of Sunrise may recommend any transaction in a security or its derivative to
advisory Clients or engage in personal securities transactions for a security or its
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derivatives if the advisory representative possesses material, non-public information
regarding the security.
Sunrise’s Code is based on the guiding principle that the interests of the Client are our top
priority. Sunrise’s officers, directors, advisors, and other affiliated persons have a fiduciary
duty to our Clients and must diligently perform that duty to maintain the complete trust
and confidence of our Clients. When a conflict arises, it is our obligation to put the Client’s
interests over the interests of either affiliated persons or the company.
The Code applies to “access” persons. “Access” persons are affiliated persons who have
access to non-public information regarding any Clients' purchase or sale of securities, or
non-public information regarding the portfolio holdings of any reportable fund, who are
involved in making securities recommendations to Clients, or who have access to such
recommendations that are non-public.
Sunrise will provide a copy of the Code of Ethics to any Client or prospective Client upon
request.
Investment Recommendations Involving a Material Financial Interest and Conflict of
Interest
Sunrise and its affiliated persons do not recommend to Clients securities in which we have
a material financial interest.
Advisory Firm Purchase of Same Securities Recommended to Clients and Conflicts of
Interest
Sunrise and its affiliated persons may buy or sell securities that are also held by Clients. In
order to mitigate conflicts of interest such as trading ahead of Client transactions, affiliated
persons are required to disclose all reportable securities transactions as well as provide
Sunrise with copies of their brokerage statements.
The Chief Compliance Officer of Sunrise is Janice Hammond. She reviews all trades of the
affiliated persons each quarter. The personal trading reviews ensure that the personal
trading of affiliated persons does not affect the markets and that Clients of the firm receive
preferential treatment over associated persons’ transactions.
Client Securities Recommendations or Trades and Concurrent Advisory Firm
Securities Transactions and Conflicts of Interest
Sunrise does not have a material financial interest in any securities being recommended.
However, affiliated persons may buy or sell securities at the same time they buy or sell
securities for Clients. In order to mitigate conflicts of interest such as front running,
affiliated persons are required to disclose all reportable securities transactions as well as
provide Sunrise with copies of their brokerage statements.
The Chief Compliance Officer of Sunrise is Janice Hammond. She reviews all trades of the
affiliated persons each quarter. The personal trading reviews ensure that the personal
trading of affiliated persons does not affect the markets and that Clients of the firm receive
preferential treatment over associated persons’ transactions.
Item 12: Brokerage Practices
Factors Used to Select Broker-Dealers for Client Transactions
Sunrise will require the use of a particular broker-dealer based on their duty to seek best
execution for the client, meaning they have an obligation to obtain the most favorable
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terms for a client under the circumstances. The determination of what may constitute best
execution and price in the execution of a securities transaction by a broker involves a
number of considerations and is subjective. Factors affecting brokerage selection include
the overall direct net economic result to the portfolios, the efficiency with which the
transaction is affected, the ability to effect the transaction where a large block is involved,
the operational facilities of the broker-dealer, the value of an ongoing relationship with
such broker and the financial strength and stability of the broker. Sunrise will select
appropriate brokers based on a number of factors including but not limited to their
relatively low transaction fees and reporting ability. Sunrise relies on its broker to provide
its execution services at the best prices available. By requiring the use of Fidelity Sunrise
may be unable to achieve the most favorable execution of client transactions, and this
practice may cost the Clients more money.Lower fees for comparable services may be
available from other sources. Clients pay for any and all custodial fees in addition to the
advisory fee charged by Sunrise. Sunrise does not receive any portion of the trading fees.
Sunrise will require the use of Fidelity.
• Research and Other Soft Dollar Benefits
The Securities and Exchange Commission defines soft dollar practices as
arrangement under which products or services other than execution services are
obtained by Sunrise from or through a broker-dealer in exchange for directing
Client transactions to the broker-dealer. Although Sunrise has no formal soft dollar
arrangements, Sunrise may receive products, research and/or other services from
custodians or broker-dealers connected to client transactions or “soft dollar
benefits”. As permitted by Section 28(e) of the Securities Exchange Act of 1934,
Sunrise receives economic benefits as a result of commissions generated from
securities transactions by the custodian or broker-dealer from the accounts of
Sunrise. Sunrise cannot ensure that a particular client will benefit from soft dollars
or the client’s transactions paid for the soft dollar benefits. Sunrise does not seek to
proportionately allocate benefits to client accounts to any soft dollar benefits
generated by the accounts.
A conflict of interest exists when Sunrise receives soft dollars which could result in
higher commissions charged to Clients. This conflict is mitigated by the fact that
Sunrise has a fiduciary responsibility to act in the best interest of its Clients and the
services received are beneficial to all Clients.
• Brokerage for Client Referrals
Sunrise does not receive client referrals from any custodian or third party in
exchange for using that broker-dealer or third party.
• Directed Brokerage
Sunrise does not allow directed brokerage accounts.
Aggregating Securities Transactions for Client Accounts
Sunrise is authorized in its discretion to aggregate purchases and sales and other
transactions made for the account with purchases and sales and transactions in the same
securities for other Clients of Sunrise. All Clients participating in the aggregated order shall
receive an average share price with all other transaction costs shared on a pro-rated basis.
If aggregation is not allowed or infeasible and individual transactions occur (e.g.,
withdrawal or liquidation requests, odd-lot trades, etc.) an account may potentially be
assessed higher costs or less favorable prices than those where aggregation has occurred.
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Item 13: Review of Accounts
Schedule for Periodic Review of Client Accounts or Financial Plans and Advisory
Persons Involved
Account reviews are performed quarterly by the Chief Compliance Officer of Sunrise, Janice
Hammond. Account reviews are performed more frequently when market conditions
dictate. Reviews of Client accounts include, but are not limited to, a review of Client
documented risk tolerance, adherence to account objectives, investment time horizon, and
suitability criteria, reviewing target allocations of each asset class to identify if there is an
opportunity for rebalancing, and reviewing accounts for tax loss harvesting opportunities.
Financial plans generated are updated as requested by the Client and pursuant to a new or
amended agreement, Sunrise suggests updating at least annually.
Review of Client Accounts on Non-Periodic Basis
Other conditions that may trigger a review of Clients’ accounts are changes in the tax laws,
new investment information, and changes in a Client's own situation.
Content of Client Provided Reports and Frequency
Clients receive written account statements no less than quarterly for managed accounts.
Account statements are issued by Sunrise’s custodian. Client receives confirmations of each
transaction in account from custodian and an additional statement during any month in
which a transaction occurs. Performance reports will be provided by Sunrise on demand
based on Client request.
Item 14: Client Referrals and Other Compensation
Economic Benefits Provided to the Advisory Firm from External Sources and Conflicts
of Interest
Sunrise receives additional economic benefits from external sources as described above in
Item 12.
Ms. Hammond receives external compensation for the sale of securities to Clients as a
registered representative of Madison Avenue Securities, LLC, a broker-dealer.
Other than the above, Sunrise does not receive any economic benefits from external
sources.
Advisory Firm Payments for Client Referrals
Sunrise does not compensate for Client referrals.
Item 15: Custody
Account Statements
All assets are held at qualified custodians, which means the custodians provide account
statements directly to Clients at their address of record at least quarterly. Clients are urged
to carefully compare the account statements received directly from their custodians to any
invoices or reports prepared by Sunrise.
Sunrise is also deemed to have limited custody due to its Third-Party Standing Letters of
Authorization (“SLOA”).
Sunrise and its qualified custodian meet the following seven (7) conditions in order to
avoid maintaining full custody and be subject to the surprise exam requirement:
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1. The Client provides an instruction to the qualified custodian, in writing, that includes
the Client’s signature, the third party’s name, and either the third party’s address or
the third party’s account number at a custodian to which the transfer should be
directed.
2. The Client authorizes Sunrise, in writing, either on the qualified custodian’s form or
separately, to direct transfers to the third party either on a specified schedule or
from time to time.
3. The Client’s qualified custodian performs appropriate verification of the instruction,
such as a signature review or other method to verify the Client’s authorization and
provides a transfer of funds notice to the Client promptly after each transfer.
4. The Client has the ability to terminate or change the instruction to the Client’s
qualified custodian.
5. Sunrise has no authority or ability to designate or change the identity of the third
party, the address, or any other information about the third party contained in the
Client’s instruction.
6. Sunrise maintains records showing that the third party is not a related party nor
located at the same address as Sunrise.
7. The Client’s qualified custodian sends the Client, in writing, an initial notice
confirming the instruction and an annual notice reconfirming the instruction.
Item 16: Investment Discretion
Discretionary Authority for Trading
If applicable, Client will authorize Sunrise discretionary authority, via the advisory
agreement, to determine, without obtaining specific Client consent, the securities to be
bought or sold, and the amount of the securities to be bought or sold. If applicable, Client
will authorize Sunrise discretionary authority to execute selected investment program
transactions as stated within the Investment Advisory Agreement. If however, consent for
discretion is not given, Sunrise will obtain prior Client approval before executing each
transaction.
Sunrise allows Client’s to place certain restrictions, as outlined in the Client’s Investment
Policy Statement or similar document. Such restrictions could include only allowing
purchases of socially conscious investments. These restrictions must be provided to
Sunrise in writing.
In addition, the client will authorize Sunrise discretionary authority to execute selected
investment program transactions as stated within the Investment Advisory Agreement.
Sunrise has full discretion to hire and fire sub-advisors within the AEWM platform. AEWM
shall have discretionary authority for the investment and reinvestment of the designated
assets with full authority to buy, sell or otherwise effect investment transactions involving
the designated assets in the client’s name and for the client’s account.
Sunrise will assume discretionary authority to determine the appropriate model portfolio
strategy for the Client’s accounts, according to Client’s risk tolerance, both initially and on
an ongoing basis. Sunrise does not have the discretionary authority to determine the
securities to be bought or sold within a specific portfolio model. The Co-Advisory Client
Agreement grants Sunrise limited discretionary authority over the client account.
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The Client approves the custodian to be used and the commission rates paid to the
custodian. Sunrise does not receive any portion of the transaction fees or commissions paid
by the Client to the custodian.
Item 17: Voting Client Securities
Proxy Votes
Sunrise does not vote proxies on securities. Clients are expected to vote their own proxies.
The Client will receive their proxies directly from the custodian of their account or from a
transfer agent.
When assistance on voting proxies is requested, Sunrise will provide recommendations to
the Client. If a conflict of interest exists, it will be disclosed to the Client. If the Client
requires assistance or has questions, they can reach out to the investment advisor
representatives of the firm at the contact information on the cover page of this document.
Item 18: Financial Information
Balance Sheet
A balance sheet is not required to be provided to Clients because Sunrise does not serve as
a custodian for Client funds or securities and Sunrise does not require prepayment of fees
of more than $1200 per Client and six months or more in advance.
Financial Conditions Reasonably Likely to Impair Advisory Firm’s Ability to Meet
Commitments to Clients
Sunrise has no condition that is reasonably likely to impair our ability to meet contractual
commitments to our Clients.
Bankruptcy Petitions during the Past Ten Years
Sunrise has not had any bankruptcy petitions in the last ten years.
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Item 1 Cover Page
S U P E R V I S E D P E R S O N B R O C H U R E
F O R M A D V P A R T 2 B
Janice J. Hammond
Sunrise Financial Services LLC
Office Address:
431 SW Ambaum Blvd
Burien, WA 98166
Tel: 206-420-8520
Fax: 206-374-2769
Email: advisor@sunrisefinancial.net
April 15, 2026
This brochure supplement provides information about Janice Hammond and supplements the
Sunrise Financial Services LLC brochure. You should have received a copy of that brochure. Please
contact Janice Hammond if you did not receive the brochure or if you have any questions about the
contents of this supplement.
A D D I T I O N A L I N F O R M A T I O N A B O U T J A N I C E J . H A M M O N D ( C R D
# 5 6 2 3 9 4 9 ) I S A V A I L A B L E O N T H E S E C ’ S W E B S I T E A T
W W W . A D V I S E R I N F O . S E C . G O V .
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Brochure Supplement (Part 2B of Form ADV)
Supervised Person Brochure
Principal Executive Officer – Janice J. Hammond
• Year of birth: 1977
Item 2 - Educational Background and Business Experience
Educational Background:
• No post-secondary education.
Business Experience:
• Sunrise Financial Services LLC; Investment Advisor Representative; 01/2024-
Present
• Sunrise Financial Services LLC.; Managing Member/Insurance Agent; 11/2009-
Present
• Madison Avenue Securities, LLC dba Sunrise Financial Services LLC; Registered
Representative; 02/2019-Present
•
JJH Business Development Corp; Owner; 01/2022-Present
• Short Women Enterprises, LLC; Owner; 07/2018-Present
• Advisors Excel; Insurance Agent; 10/2011-Present
• Madison Avenue Securities, LLC dba Sunrise Financial Services LLC; Investment
Advisor Representative; 02/2019-10/2024
• Questar Capital Corporation dba Sunrise Financial Services LLC; Registered
Representative; 06/2017-02/2019
• Questar Asset Management Inc. dba Sunrise Financial Services LLC; Investment
Advisor Representative; 06/2017-02/2019
• First Heartland Consultants, Inc. dba Sunrise Financial Services LLC; Investment
Advisor Representative; 08/2013-06/2017
• First Heartland Capital, Inc. dba Sunrise Financial Services LLC; Registered
Representative; 07/2013-06/2017
• Madison Avenue Securities, Inc.; Investment Advisor Representative; 01/2010-
07/2013
• Madison Avenue Securities, Inc.; Registered Representative; 01/2009-07/2013
Item 3 - Disciplinary Information
1. Ms. Hammond has never been involved in a criminal or civil action in a domestic,
foreign or military court of competent jurisdiction for which she:
a. Was convicted of, or pled guilty or nolo contender (“no contest”) to (a) any
felony; (b) misdemeanor that involved investments or an investment-related
business, fraud, false statement or omissions, wrongful taking of property,
bribery, perjury, counterfeiting, or extortion; or (c) a conspiracy to commit any
of these offenses;
b. Is the named subject of a pending criminal proceeding that involves an
investment-related business, fraud, false statements or omissions, wrongful
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taking of property, bribery, perjury, forgery, counterfeiting, extortion, or a
conspiracy to commit any of these offenses;
c. Was found to have been involved in a violation of an investment-related statute
or regulation; or
d. Was the subject of any order, judgement or decree permanently or temporarily
enjoining, or otherwise limiting, her from engaging in any investment related
activity, or from violating any investment-related statute, rule, or order.
2. Ms. Hammond never had an administrative proceeding before the SEC, any other
federal regulatory agency, any state regulatory agency, or any foreign financial
regulatory authority in which she:
a. Was found to have caused an investment-related business to lose its authorization
to do business; or the subject of an order by the agency or authority;
b. Was found to have been involved in a violation of an investment-related statute or
regulation or was the subject of an order by the agency or authority
a. (a)denying, suspending or revoking the authorization of the supervised person
to act in an investment-related business; (b) barring or suspending her
association with an investment-related business; (c) otherwise significantly
limiting her investment-related activities; or (d) imposing a civil money penalty
of more than $2,500 on him.
3. Ms. Hammond has never been the subject of a self-regulatory organization (SRO)
proceeding in which she:
a. Was found to have caused an investment-related business to
lose its
authorization to do business; or
b. Was found to have been involved in a violation of the SRO’s rules and was: (a)
barred or suspended from membership or from association with other members,
or was expelled from membership; (b) otherwise significantly limited from
investment-related activities; or (c) fined more than $2,500.
4. Ms. Hammond has not been involved in any other hearing or formal adjudication in
which a professional attainment, designation, or license of the supervised person was
revoked or suspended because of a violation of rules relating to professional conduct.
Item 4 - Other Business Activities
Ms. Hammond is an insurance agent with Advisors Excel and Sunrise Financial Services,
LLC. She is also a Registered Representative with Madison Avenue Securities, LLC.
Approximately 50% of her time is spent on these activities. She will offer Clients products
and services from these activities. She spends approximately 19 hours per month on these
activities including during trading hours. As an insurance agent, Registered Representative,
she will receive separate yet typical compensation.
These practices represent conflicts of interest because it gives an incentive to recommend
products based on the commission amount received. This conflict is mitigated by
disclosures, procedures and the firm’s fiduciary obligation to place the best interest of the
Client first and the Clients are not required to purchase any products. Clients have the
option to purchase these products through another professional of their choosing.
- 20 -
Ms. Hammond is also owner of Short Women Enterprises, LLC, JJH Business Development
Corp, and owns rental property. These activities all involve rental property and property
development. Ms. Hammond spends a total of 40 hours per month on these activities, 20 of
those hours during trading hours. These activities are not conflicts of interest as they do
not involve clients.
Item 5 - Additional Compensation
Ms. Hammond receives commissions on the insurance and brokerage products she sells
and fees on advisory services she offers. She does not receive any performance-based fees.
Item 6 - Supervision
Ms. Hammond is the Chief Compliance Officer of Sunrise and as such she is solely
responsible for all supervision and formulation and monitoring of investment advice
offered to Clients. She will adhere to the policies and procedures as described in the firm’s
Compliance Manual. She can be reached at advisor@sunrisefinanical.net or 206-420-8520.
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