View Document Text
Item 1: Cover Page
445 Park Avenue
Floor 9
New York, NY 10022
(914) 580-4530
targetrockwealth.com
Form ADV Part 2A – Firm Brochure
Dated: April 24, 2026
This Brochure provides information about the qualifications and business practices of Target Rock Wealth
Management LLC (“TRWM”). If you have any questions about the contents of this Brochure, please contact
us at (914) 580-4530. 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.
Registration of an Investment Adviser does not imply any level of skill or training.
Additional information about TRWM is available on the SEC’s website at www.adviserinfo.sec.gov, which can
be found using the firm’s identification number, 312279.
1
Item 2: Material Changes
On March 24, 2026, we filed our annual updating amendment for fiscal year end 2025. There are no
material changes to report.
Any material changes made throughout the year will be reported here.
From time to time, we may amend this Brochure to reflect changes in our business practices, changes
in regulations, and routine annual updates as required by securities regulators. Either this complete
Brochure or a Summary of Material Changes shall be provided to each Client annually and if a material
change occurs in the business practices of Target Rock Wealth Management.
2
Item 3: Table of Contents
Item 1: Cover Page
Item 2: Material Changes
Item 3: Table of Contents
Item 4: Advisory Business
Item 5: Fees and Compensation
Item 6: Performance-Based 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 or Interest in Client Transactions and Personal Trading
Item 12: Brokerage Practices
Item 13: Review of Accounts
Item 14: Client Referrals and Other Compensation
Item 16: Investment Discretion
Item 17: Voting Client Securities
Item 18: Financial Information
1
2
3
4
8
10
10
10
13
13
14
16
18
19
20
20
20
3
Item 4: Advisory Business
Description of Advisory Firm
Target Rock Wealth Management LLC is an Investment Adviser principally located in the state of New York.
We are a limited liability company founded in 2020. Target Rock Wealth Management LLC became registered
in 2021. Matthew McKee is the principal owner and Chief Compliance Officer (“CCO”).
As used in this brochure, the words “TRWM”, "we", "our firm", “Advisor” and "us" refer to Target Rock Wealth
Management LLC and the words "you", "your" and "Client" refer to you as either a client or prospective client
of our firm.
Types of Advisory Services
Investment Management Services
Our firm provides continuous advice to a Client regarding the investment of Client funds based on the
individual needs of the Client. Through personal discussions in which goals and objectives based on a
Client's particular circumstances are established, we develop a Client's personal investment policy or an
investment plan with an asset allocation target and create and manage a portfolio based on that policy and
allocation targets. We will also review and discuss a Client’s prior investment history, as well as family
composition and background. Account supervision is guided by the stated objectives of the Client (e.g.,
maximum capital appreciation, growth, income, or growth, and income), as well as risk tolerance and tax
considerations.
We primarily advise our Clients regarding investments in stocks, bonds, mutual funds, ETFs, U.S.
government and municipal securities, and cash and cash equivalents. We may also provide advice regarding
investments held in Client’s portfolio at the inception of our advisory relationship and/or other investment
types not listed above, at the Client’s request.
When we provide investment management services, Clients grant us limited authority to buy and sell
securities on a discretionary basis. More information on our trading authority is explained in Item 16 of this
Brochure. Clients may impose reasonable restrictions on investing in certain securities, types of securities,
or industry sectors.
Use of Sub-Advisors / Outside Managers
When appropriate, we utilize the services of third-party investment advisers (“Outside Managers”) to assist
with the management of Client accounts. We assist Clients in selecting an appropriate allocation model,
completing the Outside Manager’s investor profile questionnaire, interacting with the Outside Manager and
reviewing the Outside Manager for suitability. Our review process and analysis of Outside Managers is
further discussed in Item 8 of this Brochure. Additionally, we will meet with the Client to discuss changes in
their personal or financial situation, suitability, and any new or revised restrictions to be applied to the
account. Currently, TRWM utilizes SpiderRock Advisors, LLC (“SpiderRock”) and Aperio Group, LLC (“Aperio
Group”), federally registered investment advisers, as a Sub-Advisor for certain Client account(s).
4
Financial Planning Service
Financial planning involves an evaluation of a Client's current and future financial state by using currently
known variables to predict future cash flows, asset values, and withdrawal plans. The key defining aspect of
financial planning is that through the financial planning process, all questions, information, and analysis will
be considered as they affect and are affected by the entire financial and life situation of the Client. Clients
purchasing this service will receive a written or an electronic report, providing the Client with a detailed
financial plan designed to achieve his or her stated financial goals and objectives.
In general, the financial plan will address any or all of the following areas of concern. The Client and Advisor
will work together to select specific areas to cover. These areas may include, but are not limited to, the
following:
Business Planning: We provide consulting services for Clients who currently operate their own
business, are considering starting a business, or are planning for an exit from their current business.
Under this type of engagement, we work with you to assess your current situation, identify your
objectives, and develop a plan aimed at achieving your goals.
Cash Flow and Debt Management: We will conduct a review of your income and expenses to
determine your current surplus or deficit along with advice on prioritizing how any surplus should be
used or how to reduce expenses if they exceed your income. Advice may also be provided on which
debts to pay off first based on factors such as the interest rate of the debt and any income tax
ramifications. We may also recommend what we believe to be an appropriate cash reserve that should
be considered for emergencies and other financial goals, along with a review of accounts (such as
money market funds) for such reserves, plus strategies to save desired amounts.
College Savings: Includes projecting the amount that will be needed to achieve college or other
post-secondary education funding goals, along with advice on ways for you to save the desired amount.
Recommendations as to savings strategies are included, and, if needed, we will review your financial
picture as it relates to eligibility for financial aid or the best way to contribute to grandchildren (if
appropriate).
Employee Benefits Optimization: We will provide review and analysis as to whether you, as an
employee, are taking the maximum advantage possible of your employee benefits. If you are a business
owner, we will consider and/or recommend the various benefit programs that can be structured to meet
both business and personal retirement goals.
Estate Planning: This usually includes an analysis of your exposure to estate taxes and your current
estate plan, which may include whether you have a will, powers of attorney, trusts, and other related
documents. Our advice also typically includes ways for you to minimize or avoid future estate taxes by
implementing appropriate estate planning strategies such as the use of applicable trusts. We always
recommend that you consult with a qualified attorney when you initiate, update, or complete estate
planning activities. We may provide you with contact information for attorneys who specialize in estate
5
planning when you wish to hire an attorney for such purposes. From time-to-time, we will participate in
meetings or phone calls between you and your attorney with your approval or request.
Financial Goals: We will help Clients identify financial goals and develop a plan to reach them. We will
identify what you plan to accomplish, what resources you will need to make it happen, how much time
you will need to reach the goal, and how much you should budget for your goal.
Insurance: Review of existing policies to ensure proper coverage for life, health, disability, long-term
care, liability, home, and automobile.
Investment Analysis: This may involve developing an asset allocation strategy to meet Clients’ financial
goals and risk tolerance, providing information on investment vehicles and strategies, reviewing
employee stock options, as well as assisting you in establishing your own investment account at a
selected broker/dealer or custodian. The strategies and types of investments we may recommend are
further discussed in Item 8 of this brochure.
Retirement Planning: Our retirement planning services typically include projections of your likelihood
of achieving your financial goals, typically focusing on financial independence as the primary objective.
For situations where projections show less than the desired results, we may make recommendations,
including those that may impact the original projections by adjusting certain variables (e.g., working
longer, saving more, spending less, taking more risk with investments).
If you are near retirement or already retired, advice may be given on appropriate distribution strategies
to minimize the likelihood of running out of money or having to adversely alter spending during your
retirement years.
Risk Management: A risk management review includes an analysis of your exposure to major risks that
could have a significant adverse impact on your financial picture, such as premature death, disability,
property and casualty losses, or the need for long‐term care planning. Advice may be provided on ways
to minimize such risks and about weighing the costs of purchasing insurance versus the benefits of
doing so and, likewise, the potential cost of not purchasing insurance (“self‐insuring”).
Tax Planning Strategies: Advice may include ways to minimize current and future income taxes as a
part of your overall financial planning picture. For example, we may make recommendations on which
type of account(s) or specific investments should be owned based in part on their “tax efficiency,” with
the consideration that there is always a possibility of future changes to federal, state or local tax laws
and rates that may impact your situation.
We recommend that you consult with a qualified tax professional before initiating any tax planning
strategy, and we may provide you with contact information for accountants or attorneys who specialize
6
in this area if you wish to hire someone for such purposes. We will participate in meetings or phone calls
between you and your tax professional with your approval.
Financial Planning Services are offered on a Project-Based and/or via an Ongoing engagement.
Ongoing Financial Planning. This service involves working one-on-one with a financial planner
(“planner”) over an extended period of time. Through this ongoing arrangement, Clients are expected to
collaborate with the planner to develop and assist in the implementation of their financial plan (the
“plan”). The planner will monitor the plan, recommend any appropriate changes and ensure the plan is
up-to-date as the Client’s situation, goals, and objectives evolve.
Upon engaging the firm for financial planning, TRWM is responsible for obtaining and analyzing all
necessary qualitative and quantitative information from the Client that is essential to understanding the
Client’s personal and financial circumstances; helping the Client identify, select, and prioritize certain
financial goals while understanding the effect that pursuing one goal may have on other potential goals;
assessing the Client’s current course of action and alternative courses of action to identify required
changes that provide the best opportunity for the client to meet their financial goals; developing &
presenting financial planning recommendations based on the aforementioned actions while including all
information that was required to be considered in preparing the recommendations; and ongoing
monitoring of the Client’s progress toward the goals and objectives that the recommendations are
based around. These components all require in-depth communication with the Client in order for the
planner to establish a financial plan and implementation strategy that provides the Client with the most
appropriate options in pursuing their established goals and objectives.
Project-Based Financial Planning. We provide project-based financial planning services on a limited
scope one-time engagement. Project-Based Financial Planning is available for Clients looking to address
specific questions or issues. The Client may choose from one or more of the above topics to cover or
other areas as requested and agreed to by TRWM. For Project-Based Financial Planning, the Client will
be ultimately responsible for the implementation of the financial plan.
Client Tailored Services and Client Imposed Restrictions
We tailor the delivery of our services to meet the individual needs of our Clients. We consult with Clients
initially and on an ongoing basis, through the duration of their engagement with us, to determine risk
tolerance, time horizon and other factors that may impact the Clients’ investment and/or planning needs.
Clients are able to specify, within reason, any restrictions they would like to place as it pertains to individual
securities and/or sectors that will be traded in their account. All such requests must be provided to TRWM in
writing. TRWM will notify Clients if they are unable to accommodate any requests.
Wrap Fee Programs
We do not participate in wrap fee programs.
Assets under Management
As of December 31, 2025, TRWM has $94,028,548 in discretionary assets under management. TRWM does
not manage non-discretionary assets.
7
Item 5: Fees and Compensation
Please note, unless a Client has received this brochure at least 48 hours prior to signing an Advisory
Contract, the Advisory Contract may be terminated by the Client within five (5) business days of signing the
Advisory Contract without penalty.
How we are paid depends on the type of advisory services we perform. Below is a brief description of our
fees, however, you should review your executed Advisory Contract for more detailed information regarding
the exact fees you will be paying. No increase to the agreed-upon advisory fees outlined in the Advisory
Contract shall occur without prior Client consent. All fees outlined below are negotiable.
Investment Management Services
The fee is based on a percentage of total gross assets under management and is negotiable at the sole
discretion of TRWM. The annualized fees for investment management services are based on the following
fee schedule:
Gross Asset Value
Annual Advisory Fee
$0 - $500,000
1.45%
$500,001 - $2,000,000
1.00%
$2,000,001 - $5,000,000
0.85%
$5,000,001 and Above
0.50%
The annual advisory fee is paid quarterly in advance based on the total gross value of Client’s account(s) as
of the last day of the immediately prior calendar quarter. The advisory fee for the initial period shall be
based on the total gross value of the assets initially deposited into the Portfolio. The advisory fee is a
blended tier. The quarterly fee is determined by the following calculation: [Billable Balance x (( 90 / 360 ) x
Annual Rate)]. For example, for assets under management of $2,000,000, a Client would pay 1.45% on the
first $500,000 and 1.00% on the remaining balance. Our advisory fee is prorated for any partial billing
periods occurring during the engagement, including the initial and terminating billing periods.
In determining the advisory fee, we may allow accounts of members of the same household to be
aggregated. TRWM relies on the valuation as provided by Client’s custodian in determining assets under
management. TRWM, in its sole discretion, may negotiate to charge a lesser fee based upon certain criteria,
such as the complexity of the client’s portfolio, familial or personal client relationships, the level of service
involved, pre-existing client relationships, anticipated future additional assets, dollar amount of assets to be
managed, account retention and pro bono activities among other factors.
For account(s) managed by Sub-Advisors, the above fee schedule does not include the Sub-Advisors fee.
Depending on the model utilized, fees can range from 0.35% to 1.00% of assets under management.
Sub-Advisors will debit their fee directly from Client account(s). These fees are separate and apart from
TRWM’s fee. TRWM and the Sub-Advisor are separate and unaffiliated entities. Sub-Advisor advisory fees,
billing schedule, and payment procedures are set forth in your Client Agreement.
8
Advisory fees are directly debited from Client accounts, or the Client may choose to pay by electronic funds
transfer or check. The Advisory Contract may be terminated with written notice at least 30 calendar days in
advance. Upon termination of the Advisory Contract, a prorated refund will be provided to the Client.
Ongoing Comprehensive Financial Planning
Ongoing Financial Planning consists of an upfront fee ranging from $500 to $1,000, depending on the
complexity and needs of the Client. The initial fee covers the initial construction of the comprehensive
financial plan. This work will commence immediately after the fee is paid, and the length of time required to
complete and deliver the plan is dependent on several factors including the needs of the Client, the Client’s
ability to provide any necessary information and documentation, as well as the complexity of their financial
situation. Advisor may reduce or waive the initial fee at the Advisor’s discretion. At no time do we require
prepayment of $500 or more six months or more in advance of rendering the services.
Thereafter, TRWM charges an ongoing fee that is paid monthly or quarterly, in advance, at the rate of $200 -
$2,000 per month or $600 - $6,000 per quarter.
For medical students, residents, and physicians, TRWM offers investment management services in addition
to financial planning services under a single annual flat fee. The fee is based upon net worth, planning needs
and complexity, income, assets under advisement, and other factors. The ongoing annual fee generally
ranges from $5,000 to $50,000, but may be more or less. Fees are billed monthly or quarterly in advance.
Fees for this service may be paid by electronic funds transfer or check. This service may be terminated with
30 days’ notice. Upon termination of any agreement, the fee will be prorated and any unearned fee will be
refunded to the Client.
Project-Based Financial Planning
Project-Based Financial Planning is offered on a fixed fee or hourly basis. The fixed fee will be agreed upon
before the start of any work. The fixed fee can range between $500.00 and $20,000, depending on
complexity and the needs of the Client. The fee is negotiable. If a fixed fee program is chosen, half of the fee
is due at the beginning of the process and the remainder is due at completion of work, however, TRWM will
not bill an amount above $500.00 more than 6 months in advance.
Hourly Financial Planning engagements are offered at an hourly of $375.00 per hour, with a two (2) hour
minimum.
Fees for this service may be paid by electronic funds transfer or check. In the event of early termination any
prepaid but unearned fees will be refunded to the Client and any completed deliverables of the project will
be provided to the Client and no further fees will be charged.
Other Types of Fees and Expenses
Our fees are exclusive of brokerage commissions, transaction fees, and other related costs and expenses
which may be incurred by the Client. Clients may incur certain charges imposed by custodians, brokers, and
other third parties such as custodial fees, deferred sales charges, odd-lot differentials, transfer taxes, wire
transfer, and electronic fund fees, and other fees and taxes on brokerage accounts and securities
transactions. Mutual fund and exchange-traded funds also charge internal management fees, which are
9
disclosed in a fund's prospectus. Such charges, fees, and commissions are exclusive of and in addition to
our fee, and we shall not receive any portion of these commissions, fees, and costs.
Item 12 further describes the factors that we consider in selecting or recommending broker-dealers for
Client’s transactions and determining the reasonableness of their compensation (e.g., commissions).
We do not accept compensation for the sale of securities or other investment products including
asset-based sales charges or service fees from the sale of mutual funds.
Item 6: Performance-Based Fees and
Side-By-Side Management
We do not offer performance-based fees and do not engage in side-by-side management.
Item 7: Types of Clients
We provide financial planning and portfolio management services primarily to affluent and high net-worth
individuals. We also provide portfolio management services to institutions, organizations, and associations.
Our minimum account size requirement is $500,000. TRWM reserves the right to waive the minimum
account size requirement at their discretion.
Item 8: Methods of Analysis, Investment
Strategies and Risk of Loss
Our primary method of investment analysis is fundamental analysis.
Fundamental analysis involves analyzing individual companies and their industry groups, such as a
company’s financial statements, details regarding the company’s product line, the experience, and expertise
of the company’s management, and the outlook for the company’s industry. The resulting data is used to
measure the true value of the company’s stock compared to the current market value. The risk of
fundamental analysis is that the information obtained may be incorrect and the analysis may not provide an
accurate estimate of earnings, which may be the basis for a stock’s value. If securities prices adjust rapidly to
new information, utilizing fundamental analysis may not result in favorable performance.
Use of Outside Managers: We may refer Clients to third-party investment advisers ("outside managers").
Our analysis of outside managers involves the examination of the experience, expertise, investment
philosophies, and past performance of the outside managers in an attempt to determine if that manager
has demonstrated an ability to invest over a period of time and in different economic conditions. We
monitor the manager's underlying holdings, strategies, concentrations, and leverage as part of our overall
periodic risk assessment. Additionally, as part of our due diligence process, we survey the manager's
10
compliance and business enterprise risks. A risk of investing with an outside manager who has been
successful in the past is that he or she may not be able to replicate that success in the future. In addition, as
we do not control the underlying investments in an outside manager's portfolio. There is also a risk that a
manager may deviate from the stated investment mandate or strategy of the portfolio, making it a less
suitable investment for our Clients. Moreover, as we do not control the manager's daily business and
compliance operations, we may be unaware of the lack of internal controls necessary to prevent business,
regulatory or reputational deficiencies.
Passive Investment Management
We primarily practice passive investment management. Passive investing involves building portfolios that
are composed of various distinct asset classes. The asset classes are weighted in a manner to achieve the
desired relationship between correlation, risk, and return. Funds that passively capture the returns of the
desired asset classes are placed in the portfolio. The funds that are used to build passive portfolios are
typically index mutual funds or exchange-traded funds.
Passive investment management is characterized by low portfolio expenses (i.e. the funds inside the
portfolio have low internal costs), minimal trading costs (due to infrequent trading activity), and relative tax
efficiency (because the funds inside the portfolio are tax efficient and turnover inside the portfolio is
minimal).
In contrast, active management involves a single manager or managers who employ some method, strategy
or technique to construct a portfolio that is intended to generate returns that are greater than the broader
market or a designated benchmark.
Socially Responsible Investing
We may utilize various socially conscious investment approaches if a Client desires. TRWM may construct
portfolios that utilize mutual funds, ETFs, or individual securities with the purpose of incorporating socially
conscious principles into a Client’s portfolio. These portfolios may sometimes also be customized to reflect
the personal values of each individual, family, or organization. This allows our Clients to invest in a way that
aligns with their values. TRWM may rely on mutual funds and ETFs that incorporate Environmental, Social
and Governance (“ESG”) research as well as positive and negative screens related to specific business
practices to determine the quality of an investment on values-based merits. Additionally, TRWM may
construct portfolios of individual securities in order to provide Clients with a greater degree of control over
the socially conscious strategies they are utilizing. TRWM relies on third-party research when constructing
portfolios of individual securities with socially conscious considerations.
If you request your portfolio to be invested according to socially conscious principles, you should note that
returns on investments of this type may be limited and because of this limitation you may not be able to be
as well diversified among various asset classes. The number of publicly traded companies that meet socially
conscious investment parameters is also limited, and due to this limitation, there is a probability of similarity
or overlap of holdings, especially among socially conscious mutual funds or ETFs. Therefore, there could be
a more pronounced positive or negative impact on a socially conscious portfolio, which could be more
volatile than a fully diversified portfolio.
Material Risks Involved
11
All investing strategies we offer involve risk and may result in a loss of your original investment
which you should be prepared to bear. Many of these risks apply equally to stocks, bonds, commodities,
and any other investment or security. Material risks associated with our investment strategies are listed
below.
Market Risk: Market risk involves the possibility that an investment’s current market value will fall because
of a general market decline, reducing the value of the investment regardless of the operational success of
the issuer’s operations or its financial condition.
Small and Medium Cap Company Risk: Securities of companies with small and medium market
capitalizations are often more volatile and less liquid than investments in larger companies. Small and
medium cap companies may face a greater risk of business failure, which could increase the volatility of the
Client’s portfolio.
Interest Rate Risk: Bond (fixed income) prices generally fall when interest rates rise, and the value may fall
below par value or the principal investment. The opposite is also generally true: bond prices generally rise
when interest rates fall. In general, fixed income securities with longer maturities are more sensitive to
these price changes. Most other investments are also sensitive to the level and direction of interest rates.
Inflation: Inflation may erode the buying power of your investment portfolio, even if the dollar value of your
investments remains the same.
Risks Associated with Securities
Apart from the general risks outlined above which apply to all types of investments, specific securities may
have other risks.
Common stocks may go up and down in price quite dramatically, and in the event of an issuer’s bankruptcy
or restructuring could lose all value. A slower-growth or recessionary economic environment could have an
adverse effect on the price of all stocks.
Corporate Bonds are debt securities to borrow money. Generally, issuers pay investors periodic interest
and repay the amount borrowed either periodically during the life of the security and/or at maturity.
Alternatively, investors can purchase other debt securities, such as zero coupon bonds, which do not pay
current interest, but rather are priced at a discount from their face values and their values accrete over time
to face value at maturity. The market prices of debt securities fluctuate depending on factors such as
interest rates, credit quality, and maturity. In general, market prices of debt securities decline when interest
rates rise and increase when interest rates fall. The longer the time to a bond’s maturity, the greater its
interest rate risk.
Exchange Traded Funds prices may vary significantly from the Net Asset Value due to market conditions.
Certain Exchange Traded Funds may not track underlying benchmarks as expected. ETFs are also subject to
the following risks: (i) an ETF’s shares may trade at a market price that is above or below their net asset
value; (ii) the ETF may employ an investment strategy that utilizes high leverage ratios; or (iii) trading of an
ETF’s shares may be halted if the listing exchange’s officials deem such action appropriate, the shares are
delisted from the exchange, or the activation of market-wide “circuit breakers” (which are tied to large
decreases in stock prices) halts stock trading generally. The Adviser has no control over the risks taken by
the underlying funds in which the Clients invest.
12
Mutual Funds: When a Client invests in open-end mutual funds or ETFs, the Client indirectly bears its
proportionate share of any fees and expenses payable directly by those funds. Therefore, the Client will
incur higher expenses, many of which may be duplicative. In addition, the Client's overall portfolio may be
affected by losses of an underlying fund and the level of risk arising from the investment practices of an
underlying fund (such as the use of derivatives).
Options and other derivatives carry many unique risks, including time-sensitivity, and can result in the
complete loss of principal. While covered call writing does provide a partial hedge to the stock against which
the call is written, the hedge is limited to the amount of cash flow received when writing the option. When
selling covered calls, there is a risk the underlying position may be called away at a price lower than the
current market price.
Item 9: Disciplinary Information
TRWM and its management have not been involved in legal or disciplinary events that are material to a
Client’s or prospective Client’s evaluation of TRWM or the integrity of its management.
Criminal or Civil Actions
TRWM and its management have not been involved in any criminal or civil action.
Administrative Enforcement Proceedings
TRWM and its management have not been involved in administrative enforcement proceedings.
Self-Regulatory Organization Enforcement Proceedings
TRWM and its management persons have not been involved in any self-regulatory organization (SRO)
proceeding.
Item 10: Other Financial Industry Activities
and Affiliations
Broker-Dealer Affiliation
No TRWM employee is registered, or has an application pending to register, as a broker-dealer or a
registered representative of a broker-dealer.
Other Affiliations
No TRWM employee is registered, or has an application pending to register, as a futures commission
merchant, commodity pool operator or a commodity trading advisor.
Related Persons
13
Certain Associated Persons of TRWM are dually registered as an investment adviser representative of Willow
Partner Advisors, LLC CRD#: 333917 (“Willow”), an SEC registered investment adviser. TRWM expects that
clients to whom it offers advisory services may also receive advisory services from Willow. Clients are
instructed that the fees paid to TRWM for advisory services are separate and distinct from management fees
earned by Willow. Clients to whom the firm offers advisory services are informed that they are under no
obligation to utilize the services of Willow.
Recommendations or Selections of Other Investment Advisers
TRWM recommends Clients to Outside Managers to manage their accounts. In the event that we
recommend an Outside Manager, we do not share in their advisory fee. Our fee is separate and in addition
to their compensation (as noted in Item 5 of this brochure). In addition, Clients will receive a copy of the
Outside Manager’s Form ADV 2A, Firm Brochure, which also describes the Outside Manager’s fee. You are
not obligated, contractually or otherwise, to use the services of any Outside Manager we recommend.
Moreover, TRWM will only recommend an Outside Manager who is properly licensed or registered as an
investment adviser.
Item 11: Code of Ethics, Participation or
Interest in Client Transactions and
Personal Trading
As a fiduciary, our firm and its associates have a duty of utmost good faith to act solely in the best interests
of each Client. Our Clients entrust us with their funds and personal information, which in turn places a high
standard on our conduct and integrity. Our fiduciary duty is a core aspect of our Code of Ethics and
represents the expected basis of all of our dealings. The firm also accepts the obligation not only to comply
with the mandates and requirements of all applicable laws and regulations but also to take responsibility to
act in an ethical and professionally responsible manner in all professional services and activities.
Additionally, TRWM requires adherence to its Insider Trading Policy, and the CFA Institute's Asset Manager
Code of Professional Conduct and Code of Ethics and Standards of Professional Conduct.
Code of Ethics Description
This code does not attempt to identify all possible conflicts of interest, and literal compliance with each of its
specific provisions will not shield associated persons from liability for personal trading or other conduct that
violates a fiduciary duty to advisory Clients. A summary of the Code of Ethics' Principles is outlined below.
•
Integrity - Associated persons shall offer and provide professional services with integrity.
•
Objectivity - Associated persons shall be objective in providing professional services to Clients.
•
Competence - Associated persons shall provide services to Clients competently and maintain the
necessary knowledge and skill to continue to do so in those areas in which they are engaged.
14
•
Fairness - Associated persons shall perform professional services in a manner that is fair and
reasonable to Clients, principals, partners, and employers, and shall disclose conflict(s) of interest in
providing such services.
•
Confidentiality - Associated persons shall not disclose confidential Client information without the
specific consent of the Client unless in response to proper legal process, or as required by law.
• Professionalism - Associated persons' conduct in all matters shall reflect the credit of the profession.
•
Diligence - Associated persons shall act diligently in providing professional services.
We periodically review and amend our Code of Ethics to ensure that it remains current, and we require all
firm access persons to attest to their understanding of and adherence to the Code of Ethics at least
annually. Our firm will provide a copy of its Code of Ethics to any Client or prospective Client upon request.
Investment Recommendations Involving a Material Financial Interest and Conflicts of
Interest
Neither our firm, its associates or any related person is authorized to recommend to a Client or effect a
transaction for a Client, involving any security in which our firm or a related person has a material financial
interest, such as in the capacity as an underwriter, adviser to the issuer, etc.
Advisory Firm Purchase of Same Securities Recommended to Clients and Conflicts of
Interest
Our firm and its “related persons” may buy or sell securities similar to, or different from, those we
recommend to Clients for their accounts. In an effort to reduce or eliminate certain conflicts of interest
involving the firm or personal trading, our policy may require that we restrict or prohibit associates’
transactions in specific reportable securities transactions. Any exceptions or trading pre-clearance must be
approved by the firm principal in advance of the transaction in an account, and we maintain the required
personal securities transaction records per regulation.
Trading Securities At/Around the Same Time as Client’s Securities
From time to time, our firm or its “related persons” may buy or sell securities for themselves at or around
the same time as clients. This may provide an opportunity for representatives of TRWM to buy or sell
securities before or after recommending securities to clients resulting in representatives profiting off the
recommendations they provide to clients. Such transactions may create a conflict of interest; however,
TRWM will never engage in trading that operates to the client’s disadvantage if representatives of TRWM buy
or sell securities at or around the same time as clients.
Sponsorship of Client Events
Our firm has made, and may make, payments to, nonprofit or other organizations that are clients for the
sponsorship of, participation in, or advertising in connection with events hosted by the organizations,
subject to approval by the CCO.
15
Item 12: Brokerage Practices
Factors Used to Select Custodians and/or Broker-Dealers
In recommending custodians, we have an obligation to seek the “best execution” of transactions in Client
accounts. The determinative factor in the analysis of best execution is not the lowest possible commission
cost, but whether the transaction represents the best qualitative execution, taking into consideration the full
range of the custodian’s services. The factors we consider when evaluating a custodian for best execution
include, without limitation, the custodian’s:
● Combination of transaction execution services and asset custody services (generally without a
separate fee for custody);
● Capability to execute, clear, and settle trades (buy and sell securities for your account);
● Capability to facilitate transfers and payments to and from accounts (wire transfers, check requests,
bill payment, etc.);
● Breadth of available investment products (stocks, bonds, mutual funds, exchange-traded funds
(ETFs), etc.);
● Availability of investment research and tools that assist us in making investment decisions;
● Quality of services;
● Competitiveness of the price of those services (commission rates, margin interest rates, other fees,
etc.) and willingness to negotiate the prices;
● Reputation, financial strength, security and stability;
● Prior service to us and our clients.
With this in consideration, our firm recommends Charles Schwab & Co., Inc. (“Schwab”), an independent and
unaffiliated SEC registered broker-dealer firm and member of the Financial Industry Regulatory Authority
(“FINRA”) and the Securities Investor Protection Corporation (“SIPC”). For clients using Zoe Financial Digital
Wealth Platform, assets are held at Apex Clearing Corporation.
Research and Other Soft-Dollar Benefits
We do not have any soft-dollar arrangements with custodians whereby soft-dollar credits, used to purchase
products and services, are earned directly in proportion to the amount of commissions paid by a Client.
However, as a result of being on their institutional platform, Schwab may provide us with certain services
that may benefit us.
Schwab Advisor Services™ is Schwab’s business serving independent investment advisory firms like us. They
provide our Clients and us with access to their institutional brokerage services (trading, custody, reporting
and related services), many of which are not typically available to Schwab retail customers. Schwab also
makes available various support services. Some of those services help us manage or administer our Clients’
accounts, while others help us manage and grow our business. Schwab’s support services are generally
available on an unsolicited basis (we don’t have to request them) and at no charge to us. The benefits
received by Advisor or its personnel do not depend on the number of brokerage transactions directed to
Schwab. As part of its fiduciary duties to Clients, Advisor at all times must put the interests of its Clients first.
Clients should be aware, however, that the receipt of economic benefits by Advisor or its related persons in
16
and of itself creates a potential conflict of interest and may indirectly influence the Advisor’s choice of
Schwab for custody and brokerage services. This conflict of interest is mitigated as Advisor regularly reviews
the factors used to select custodians to ensure our recommendation is appropriate. Following is a more
detailed description of Schwab’s support services:
1. Services that benefit you. Schwab’s institutional brokerage services include access to a broad
range of investment products, execution of securities transactions, and custody of Client assets. The
investment products available through Schwab include some to which we might not otherwise have
access or that would require a significantly higher minimum initial investment by our Clients.
Schwab’s services described in this paragraph generally benefit you and your account.
2. Services that may not directly benefit you. Schwab also makes available to us other products and
services that benefit us but may not directly benefit you or your account. These products and
services assist us in managing and administering our Clients’ accounts. They include investment
research, both Schwab’s own and that of third parties. We may use this research to service all or a
substantial number of our Clients’ accounts, including accounts not maintained at Schwab. In
addition to investment research, Schwab also makes available software and other technology that:
● provide access to Client account data (such as duplicate trade confirmations and account
statements)
facilitate trade execution and allocate aggregated trade orders for multiple Client accounts
facilitate payment of our fees from our Clients’ accounts
●
● provide pricing and other market data
●
● assist with back-office functions, recordkeeping, and Client reporting
3. Services that generally benefit only us. Schwab also offers other services intended to help us
manage and further develop our business enterprise. These services include:
● Educational conferences and events
● Consulting on technology, compliance, legal, and business needs
● Publications and conferences on practice management and business succession
4. Your brokerage and custody costs. For our Clients’ accounts that Schwab maintains, Schwab
generally does not charge you separately for custody services but is compensated by charging you
commissions or other fees on trades that it executes or that settle into your Schwab account.
Certain trades (for example, many mutual funds and ETFs) may not incur Schwab commissions or
transaction fees.
Apex Clearing Corporation (“Apex”) provides custodial services, trade execution, clearing and settlement
services for Client account(s) in tandem with Zoe Financial Inc. (“Zoe”), an online wealth management
platform that provides reporting, administrative, and other support services to TRWM. Participants in the
Zoe Financial Digital Wealth Platform must use Apex for brokerage and custodial services. Apex is an
unaffiliated SEC-registered broker-dealer and FINRA/SIPC member.
Zoe's products and services that assist TRWM in managing and administering Clients' accounts include
software and other technology that: (1) provide account overview and reporting of TRWM’s Clients who elect
to work with Zoe; (2) maintenance and access to advisor dashboard that provides account overview and
reporting of clients' recent transactions; and (3) automated or manual client account rebalancing. TRWM
17
may receive client referrals from Zoe Financial, but does not receive client referrals from Apex for using
Apex as a broker-dealer/custodian.
All services fees associated with the Zoe Financial Digital Wealth Platform are charged and collected by Zoe
and Zoe remits any advisory fees (disclosed in Item 5 of this Brochure) to TRWM. Apex’s services provided
under Zoe are not restricted based on any amount of assets being maintained in accounts at Apex.
Brokerage for Client Referrals
We receive no referrals from a broker-dealer or third party in exchange for using that broker-dealer or third
party.
Clients Directing Which Broker/Dealer/Custodian to Use
We do recommend a specific custodian for Clients to use, however, Clients may custody their assets at a
custodian of their choice. Clients may also direct us to use a specific broker-dealer to execute transactions.
By allowing Clients to choose a specific custodian, we may be unable to achieve the most favorable
execution of Client transactions and this may cost Clients money over using a lower-cost custodian.
Aggregating (Block) Trading for Multiple Client Accounts
Generally, we combine multiple orders for shares of the same securities purchased for advisory accounts
we manage (this practice is commonly referred to as “block trading”). We will then distribute a portion of the
shares to participating accounts in a fair and equitable manner. The distribution of the shares purchased is
typically proportionate to the size of the account, but it is not based on account performance or the amount
or structure of management fees. Subject to our discretion, regarding particular circumstances and market
conditions, when we combine orders, each participating account pays an average price per share for all
transactions and pays a proportionate share of all transaction costs. Accounts owned by our firm or access
persons may participate in block trading with your accounts; however, they will not be given preferential
treatment.
Outside Managers used by TRWM may block Client trades at their discretion. Their specific practices are
further discussed in their ADV Part 2A, Item 12.
Item 13: Review of Accounts
Client accounts with the Investment Management Service will be reviewed regularly on a quarterly basis by
Matthew McKee, Principal and CCO. The account is reviewed with regards to the Client’s investment policies
and risk tolerance levels. Events that may trigger a special review would be unusual performance, addition
or deletions of Client imposed restrictions, excessive draw-down, volatility in performance, or buy and sell
decisions from the firm or per Client's needs.
Clients will receive trade confirmations from the broker(s) for each transaction in their accounts as well as
monthly or quarterly statements and annual tax reporting statements from their custodian showing all
activity in the accounts, such as receipt of dividends and interest.
TRWM will not provide written reports to Investment Management Clients.
18
Item 14: Client Referrals and Other
Compensation
Compensation Received by TRWM
TRWM does not receive commissions or other sales-related compensation. Except as mentioned in Item 12
above, we do not receive any economic benefit, directly or indirectly, from any third party for advice
rendered to our Clients.
Client Referrals from Solicitors/Promoters
TRWM compensates outside individuals and/or entities (collectively, “Promoters”) for client referrals. TRWM
may receive client referrals from Zoe Financial, Inc., SmartAsset Advisors LLC, Wealthramp, Inc., and Willow
Partner Advisors, LLC. These fees may come in the form of marketing or referral fees paid directly to the
Promoter by TRWM. The exact compensation arrangement will vary depending on the Promoter and factors
associated with the referral. Fees are typically based on a fixed fee or a portion of the management fees
charged to clients by TRWM. In all cases, TRWM will comply with the cash solicitation and promoter rules
established by the SEC and/or applicable state regulators, and with client disclosure requirements. TRWM
will not charge clients referred by Promoters any fees or costs higher than its standard fee schedule offered
to its clients.
Item 15: Custody
TRWM does not hold, directly or indirectly, Client funds or securities, or have any authority to obtain
possession of them. All Client assets are held at a qualified custodian.
If TRWM deducts its advisory fee from Client’s account(s), the following safeguards will be applied:
i.
The custodian will send at least quarterly statements to the Client showing all disbursements for the
account, including the amount of the advisory fee.
ii.
The Client will provide written authorization to TRWM, permitting them to be paid directly for their
accounts held by the custodian.
Clients should receive at least quarterly statements from the broker-dealer, bank or other qualified
custodian that holds and maintains Client's investment assets. We urge you to carefully review such
statements and compare such official custodial records to the account statements or reports that we may
provide to you. Our statements or reports may vary from custodial statements based on accounting
procedures, reporting dates, or valuation methodologies of certain securities.
19
Item 16: Investment Discretion
For those Client accounts where we provide Investment Management Services, TRWM has discretionary
authority and limited power of attorney to determine the securities and the amount of securities to be
bought or sold for a Client’s account without having to obtain prior Client approval for each transaction.
Investment discretion is explained to Clients in detail when an advisory relationship has commenced. At the
start of the advisory relationship, the Client will execute a Limited Power of Attorney, which will grant our
firm discretion over the account(s). Additionally, the discretionary relationship will be outlined in the
Advisory Contract and signed by the Client. Clients may limit our discretion by requesting certain restrictions
on investments. However, approval of such requests are at the firm’s sole discretion.
If TRWM has engaged an Outside Manager to assist with the management of Client’s portfolio, TRWM has
the discretion to direct the Outside Manager to buy or sell securities for Client’s portfolio without obtaining
prior Client approval for each transaction.
Item 17: Voting Client Securities
We do not vote Client proxies. Therefore, Clients maintain exclusive responsibility for: (1) voting proxies, and
(2) acting on corporate actions pertaining to the Client’s investment assets. The Client shall instruct the
Client’s qualified custodian to forward to the Client copies of all proxies and shareholder communications
relating to the Client’s investment assets. If the Client would like our opinion on a particular proxy vote, they
may contact us at the number listed on the cover of this brochure.
In most cases, you will receive proxy materials directly from the account custodian. However, in the event
we were to receive any written or electronic proxy materials, we would forward them directly to you by mail,
unless you have authorized our firm to contact you by electronic mail, in which case, we would forward you
any electronic solicitation to vote proxies.
Item 18: Financial Information
We have no financial commitment that impairs our ability to meet contractual and fiduciary commitments to
our Clients, nor have we been the subject of any bankruptcy proceeding. We do not have custody of Client
funds or securities, except as disclosed in Item 15 above, or require or solicit prepayment of more than $500
in fees six months or more in advance.
20