Overview
- Headquarters
- Atlanta, GA
- Average Client Assets
- $3.4 million
- SEC CRD Number
- 304272
Fee Structure
Primary Fee Schedule (ADV PART 2A-VERACITY CAPITAL LLC)
| Min | Max | Marginal Fee Rate |
|---|---|---|
| $0 | $1,000,000 | 1.50% |
| $1,000,001 | $5,000,000 | 1.40% |
| $5,000,001 | $10,000,000 | 1.30% |
| $10,000,001 | $25,000,000 | 1.20% |
| $25,000,001 | and above | 1.00% |
Illustrative Fee Rates
| Total Assets | Annual Fees | Average Fee Rate |
|---|---|---|
| $1 million | $15,000 | 1.50% |
| $5 million | $71,000 | 1.42% |
| $10 million | $136,000 | 1.36% |
| $50 million | $566,000 | 1.13% |
| $100 million | $1,066,000 | 1.07% |
Clients
- HNW Share of Firm Assets
- 92.49%
- Total Client Accounts
- 1,852
- Discretionary Accounts
- 1,830
- Non-Discretionary Accounts
- 22
Services Offered
Services: Financial Planning, Portfolio Management for Individuals, Pension Consulting, Investment Advisor Selection
Regulatory Filings
Additional Brochure: ADV PART 2A-VERACITY CAPITAL LLC (2026-04-08)
View Document Text
FORM ADV PART 2A
Item 1: Cover Page
Veracity Capital LLC
Firm Brochure - Form ADV Part 2A
This brochure provides information about the qualifications and business practices of Veracity Capital LLC. If you
have any questions about the contents of this brochure, please contact us at (844) 508-7884 or by email at:
info@veracitycapital.com. The information in this brochure has not been approved or verified by the United States
Securities and Exchange Commission or by any state securities authority.
Additional information about Veracity Capital LLC is also available on the SEC’s website at
www.adviserinfo.sec.gov. Veracity Capital LLC’s CRD number is: 304272.
2859 Paces Ferry Road SE
Suite 635
Atlanta, GA 30339
(844) 508-7884
info@veracitycapital.com
https://www.veracitycapital.com
Registration as an investment adviser does not imply a certain level of skill or training.
Version Date: 04/08/2026
i
Item 2: Material Changes
This Form ADV Part 2A Disclosure Brochure replaces the last annual updating amendment by Veracity
Capital, LLC (“Veracity”) on February 12, 2025. Please carefully review the entire Brochure.
The following is a summary of material changes since the February 12, 2025 Brochure:
•
•
Item 8 has been updated to disclose risks associated with equity, fixed income, mutual funds,
ETFs and interval funds.
Item 12 has been updated to disclose that Veracity executes all fixed income transactions (for accounts
without a third-party manager) through Falcon Square Capital, which serves as its primary fixed
income trading partner. The Firm has selected Falcon Square based on its experience, access to
inventory, competitive pricing, and reliable trade execution and settlement capabilities.
• The ownership information in Item 4 has been updated.
•
Item 5 has been updated to remove the use of a third party platform, Pontera.
As our business is constantly evolving, we review our policies and procedures on a regular basis. In
evaluating their continuing effectiveness, we may amend this document along with our policies and
procedures from time to time.
requested by contacting us
(844) 508-7884 or by email at:
Our Brochure may be
info@veracitycapital.com. We will provide you with a new brochure at any time without charge.
ii
Item 3: Table of Contents
FORM ADV PART 2A .................................................................................................................................................................... i
Item 1: Cover Page ........................................................................................................................................... i
Item 2: Material Changes ............................................................................................................................... ii
Item 3: Table of Contents ...............................................................................................................................iii
Item 4: Advisory Business ............................................................................................................................... 1
Item 5: Fees and Compensation ..................................................................................................................... 5
Item 6: Performance-Based Fees and Side-By-Side Management ................................................................ 9
Item 7: Types of Clients ................................................................................................................................ 10
Item 8: Methods of Analysis ......................................................................................................................... 10
Item 9: Disciplinary Information .................................................................................................................. 13
Item 10: Other Financial Industry Activities and Affiliations ...................................................................... 13
Item 11: Code of Ethics, Participation or Interest in Client Transactions and Personal Trading ................ 15
Item 12: Brokerage Practices ........................................................................................................................ 17
Item 13: Review of Accounts ........................................................................................................................ 18
Item 14: Client Referrals and Other Compensation .................................................................................... 19
Item 15: Custody ........................................................................................................................................... 20
Item 16: Investment Discretion .................................................................................................................... 20
Item 17: Voting Client Securities .................................................................................................................. 21
Item 18: Financial Information ..................................................................................................................... 21
iii
Item 4: Advisory Business
A. DESCRIPTION OF ADVISORY FIRM
Veracity Capital LLC (hereinafter “Veracity”, the “Firm”, “Advisor”, “Us”, “Our”, or “We”) is a
Limited Liability Company organized in the State of Texas, but headquartered in Atlanta, GA. The
Firm was formed in August 2018, and the principal owner is Veracity Capital Holdings LLC.
B. TYPES OF ADVISORY SERVICES
Veracity offers investment advisory services to individuals, families, trusts, estates, businesses,
and retirement plans (each referred to as a “Client”). Veracity provides comprehensive investment
management, planning and consulting services tailored to the individual needs of each Client.
These services are primarily focused on high-net-worth Clients.
Investment Advisory Services
Veracity provides customized investment advisory solutions for its Clients. This is achieved
through personal Client contact and interaction while providing discretionary investment
management and related advisory services. Veracity works with Clients to identify their
investment goals and objectives as well as risk tolerance and financial situation to create an
appropriate investment strategy. Veracity will then construct a portfolio strategy that may include
the use of our internal investment management and/or outside managers.
Internal Investment Management - Veracity customizes its investment management services for
its Clients, as outlined in this Disclosure Brochure. Portfolios are primarily constructed using
mutual funds, exchange-traded funds (“ETFs”), individual stocks and fixed income securities. The
Advisor may also utilize other types of investments, as appropriate, to meet the needs of each
Client. The Advisor may retain legacy securities due to portfolio fit and tax considerations.
Veracity evaluates and selects investments for inclusion in Client portfolios after applying its
internal due diligence process. Veracity’s investment strategy is primarily long-term focused, but
the Advisor may buy, sell, or re-allocate positions that have been held less than one year to meet
the objectives of the Client or due to market conditions. If it is consistent with the Client’s goals,
the Advisor may also engage in an investment strategy that utilizes frequent trading in securities,
as outlined in Item 8 below. Veracity will construct, implement, and monitor the Client’s portfolio
to ensure it meets the goals, objectives, circumstances, and risk tolerance agreed to by the Client.
Each Client will have the opportunity to place reasonable restrictions on the types of investments
to be held in their respective portfolio, subject to acceptance by the Advisor.
Clients grant Veracity discretion to purchase and sell securities in their portfolio. Veracity may
FORM ADV PART 2A | FIRM BROCHURE | APRIL 2026
VERACITY CAPITAL LLC | PAGE 1
employ specific positions to increase sector or asset class weightings. Veracity may recommend
employing cash positions as a possible hedge against market movement. Veracity may
recommend selling positions for reasons that include, but are not limited to, harvesting capital
gains or losses, business or sector risk exposure to a specific security or class of securities,
overvaluation or overweighting of the position[s] in the portfolio, change in risk tolerance of
Client, generating cash to meet Client needs, or any risk deemed unacceptable for the Client’s risk
tolerance.
Veracity will provide investment management and related advisory services. At no time will
Veracity accept or maintain custody of a Client’s funds or securities, except for authorized
deduction of the Advisor’s fees. All Client assets will be managed within their designated
account[s] at the Custodian, pursuant to the investment advisory agreement.
Use of Outside Managers – Veracity may recommend to Clients that all or a portion of their
investment portfolio be invested by utilizing one or more outside money managers or investment
platforms (an “Outside Manager”). Outside Manager may be sourced directly or accessed through
an investment management platform or directly engaged by Veracity. The Client may be required
to enter into a separate agreement with the Outside Manager. Please see Item 10 for additional
information.
Generally, with Outside Managers, Veracity serves as the Client’s primary advisor and relationship
manager. However, the Outside Manager will assume discretionary authority for the day-to-day
investment management of those assets placed in their control. Veracity will assist and advise the
Client in establishing investment objectives for their account, the selection of the Outside
Manager, and defining any restrictions on the account. Veracity will continue to provide oversight
of the Client’s account[s] and ongoing monitoring of the activities of these outside parties. The
Outside Manager will implement the selected investment strategies based on their investment
mandates. The Client may be able to impose reasonable investment restrictions on these
accounts, subject to the acceptance of these third parties.
Financial Planning and Consulting Services
Veracity may provide financial planning services to Clients as part of the investment advisory
engagement or as a separate engagement, depending on the Client’s financial situation, goals,
and objectives.
Generally, such financial planning services will involve preparing a financial plan or rendering a
financial consultation based on the Client’s financial goals and objectives. This planning or
consulting may encompass one or more areas of need, including, but not limited to investment
planning, retirement planning, estate planning, personal savings, education savings and other
areas of a Client’s financial situation.
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As part of its financial planning services, Veracity will offer estate planning services to clients to
assist with general information as it applies to review of existing plans, gathering information
needed to provide outside firms in the creation of documents, and updating existing plans for
client. Veracity will engage a third-party service provider to assist in facilitating these services.
Clients are not required to utilize a third-party service that Veracity may recommend, and clients
may receive similar services from other professionals at a similar or lower cost. Veracity is not a
licensed attorney and will be giving no legal advice, creating no legal documents, and is not acting
in the capacity of an attorney as part of the engagement.
A financial plan developed for a financial consultation rendered to the Client will usually include
general recommendations for a course of activity or specific actions to be taken by the Client. For
example, recommendations may be made that the Client start or revise their investment
programs, commence, or alter retirement savings, establish education savings and/or charitable
giving programs. Veracity may also refer Clients to an accountant, attorney, or another specialist,
as appropriate for their unique situation. For certain financial planning engagements, the Advisor
will provide a written summary of Client’s
financial situation, observations, and
recommendations. For consulting or ad-hoc engagements, the Advisor may not provide a written
summary.
Financial planning and consulting recommendations may pose a potential conflict between the
interests of the Advisor and the interests of the Client. Clients are not obligated to implement any
recommendations made by the Advisor or maintain an ongoing relationship with the Advisor. If
the Client elects to act on any of the recommendations made by the Advisor, the Client is under
no obligation to implement the transaction through the Advisor. Ultimately the Client has the
discretion to decide whether to implement the plan or recommendations and takes responsibility
for this decision.
Retirement Plan Advisory Services
Veracity serves as an ERISA 3(21) Fiduciary to retirement plans (each a “Plan”) in support of the
Plan Sponsor. Veracity may provide the following Plan Fiduciary Services pursuant to the terms of
the Advisor’s agreement with each Plan Sponsor:
Employee Enrollment and Education Tracking
Investment Policy Statement
Investment Monitoring
Performance Reports
• Vendor Analysis
•
•
•
•
• Ongoing Investment Recommendation and Assistance
•
ERISA 404(c) Assistance
• Benchmarking Services
The specific services will be outlined in the advisory agreement signed by the Plan Sponsor.
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VERACITY CAPITAL LLC | PAGE 3
Veracity does not provide 3(38) discretionary investment advisory services on behalf of the Plan
or Plan Sponsor.
Individual Retirement Accounts – Recommended Rollover to Veracity Capital
“When providing investment advice to you with respect to funds held in your individual retirement
account (IRA) or retirement plan account, including recommendations with respect to the rollover
of funds from one account to another and other transactions as may be described below, Veracity
Capital, LLC (“Veracity”) is acting as a fiduciary within the meaning of Title I of the Employee
Retirement Income Security Act of 1974 (ERISA) and/or the Internal Revenue Code. The ways in
which Veracity makes money can create certain conflicts of interest with respect to our
recommendations with respect to IRA and retirement plan account investments. We ensure that
your best interests are protected by performing our duties in accordance with professional
standards, always putting your financial interests ahead of our own, and providing you with clear
information about conflicts of interest (including our investments and compensation).”
C. CLIENT ACCOUNT MANAGEMENT
Prior to engaging Veracity to provide investment advisory services, each Client is required to enter
into one or more advisory agreements with the Advisor that define the terms, conditions,
authority and responsibilities of the Advisor and the Client. Clients should review these
agreements in detail prior to executing them. The services provided under these agreements may
include:
• Establishing an Investment Strategy – Veracity, in connection with the Client, will
develop an investment strategy targeted to achieve the Client’s investment goals and
objectives.
• Asset Allocation – Veracity will develop a strategic asset allocation that is targeted to
meet the investment objectives, time horizon, financial situation, and tolerance for risk
for each Client.
• Portfolio Construction – Veracity will develop a portfolio for the Client that is intended
•
investment
to meet the stated goals and objectives of the Client.
Investment Management and Supervision – Veracity will provide
management and ongoing oversight of the Client’s portfolio.
• Financial Planning and Consulting – For Clients engaging for investment advisory
services, the Advisor provides ongoing financial planning and related services regarding
the Client’s overall financial situation.
D. WRAP FEE PROGRAMS
A wrap fee program is an investment program wherein the investor pays one stated fee that
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includes management fees, transaction costs, and certain other administrative fees. Veracity does
not participate in any wrap fee programs.
E. ASSETS UNDER MANAGEMENT
Veracity has the following assets under management:
Discretionary Amounts: Non-discretionary Amounts:
Date Calculated:
$ 791,464,420
$ 8,300,839
December 2025
Item 5: Fees and Compensation
The following paragraphs detail the fee structure and compensation methodology for services provided
by the Advisor. Each Client shall sign one or more agreements that detail the responsibilities of Veracity
and the Client. Various methods of fee calculation exist or are possible, depending on the services
provided, client circumstances, and the account size. These methods include, but are not limited to, flat,
breakpoint, and blended fee billing. Regardless of which method is employed, the IAR fee will not exceed
1.5%. Please review these agreements if you are choosing a particular program.
A. FEES FOR ADVISORY SERVICES
Investment Advisory Services
Your IAR will discuss the investment advisory fees when your account is established, and these
fees will be outlined in your advisory agreement. The fee schedule is as follows:
Total Assets
$0 - $1,000,000
Annual
Fee
1.50%
$1,000,001 - $5,000,000
1.40%
$5,000,001 - $10,000,000
1.30%
$10,000,001 - $25,000,000
1.20%
$25,000,001 and Up
1.00%
Investment advisory fees are based on the market value of assets under management at the end
of the prior billing period and are billed at an annual rate of up to 1.50%, depending on level of
assets being managed, the complexity of the services to be provided and/or the overall
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relationship with the Client.
Fees are paid quarterly, in advance of each calendar quarter (the billing period) or in arrears,
pursuant to the terms of the investment advisory agreement. Fees for the first partial billing
period of service are prorated from the inception date of the account[s] to the end of the first
billing period. Fees may be negotiable at the sole discretion of the Advisor. Certain Clients may
have a fixed annual fee or fixed rate fee or a fee schedule that differs from above. The Client’s
fees will take into consideration the aggregate assets under management with Advisor. All
securities held in accounts managed by Veracity will be independently valued by the Custodian.
Veracity will not have the authority or responsibility to value portfolio securities.
The Client may make additions or withdrawals from the account[s] at any time, subject to
Veracity’s right to terminate an account or the overall relationship. Additions may be in cash or
securities provided that the Advisor reserves the right to liquidate any transferred securities or
decline to accept particular securities into a Client’s account[s]. Clients may withdraw account
assets on notice to Veracity, subject to the usual and customary securities settlement procedures.
However, Veracity typically designs its investment portfolios as long-term investments, and the
withdrawal of assets may impair the achievement of a Client’s investment objectives. Veracity
may consult the Client about the implications of such transactions. Clients are advised that when
such securities are liquidated, they may be subject to securities transaction fees, short-term
redemption fees, and/or tax ramifications. If assets more than $10,000 are deposited into or
withdrawn from the Client’s account[s], an adjustment will be made in the next billing period to
reflect the fee difference. Veracity may negotiate a fee that differs from the schedule above for
certain account[s] or holdings.
Option Overlay Strategies
For some clients, Veracity Capital manages option overlay strategies. Clients must meet certain
requirements to participate that relate to education with option and derivative transactions. The
strategy must also be determined to be appropriate and fit in the client’s overall investment goal
and risk tolerance. Eligible clients will receive the Veracity Option Overview, an educational piece
about options and the option strategies Veracity uses. In addition, clients will also be required to
sign a document attesting to their level of comfort with options, receipt of the Veracity Option
Overview, understanding of the strategy, and agreement with the billing structure.
Billing will be based on the target notional value of the options which both the client and Veracity
will agree upon. Notional value is a term often used to value the underlying asset in a derivatives
trade. It can be the total value of a position, how much value a position controls, or an agreed-
upon amount in a contract. This term is used when describing derivative contracts in markets. The
notional value is calculated by multiplying the units in one contract by the strike price. For
example, if the client would like to implement the strategy for $1 million of notional value, the
number of options contracts will represent that notional amount. This agreed upon notional value
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would be included in the client’s AUM and their Advisory fee would apply to this additional
notional amount.
Use of Outside Managers
For a Client account implemented through an Outside Manager, the Outside Manager will usually
provide a unified billing that includes Veracity’s share of the investment advisory fee, in addition
to the Outside Managers fees and platform fees. In such instances, Veracity will not charge its fee
separately on those assets.
Financial Planning and Consulting Services
Financial planning and consulting services may be included as part of an overall wealth
management engagement or provided as a stand-alone engagement. For stand-alone
engagements such as financial planning and consulting services, fees will be charged as a fixed
engagement. Fees are based on the experience of the person performing the services, the
complexity and duration the services to be provided. The Advisor’s fee is exclusive of, and in
addition to, brokerage fees, transaction fees, and other related costs and expenses, which may be
incurred by the Client. Please see your financial planning and consulting services agreement for
additional terms and conditions for these services.
Retirement Plan Advisory Services
Retirement plan advisory fees are paid either monthly or quarterly, in advance or arrears of each
calendar month or quarter (the billing period), pursuant to the terms of the retirement plan
advisory agreement. Fees are generally based on the market value of assets in the Plan at the end
of the prior billing period and charged at an annual rate of up to 1.00%. Fee may also be billed at
a fixed annual rate. Please see your retirement plan advisory agreement for additional terms and
conditions for these services.
B. FEE BILLING
Investment Advisory Services
Investment advisory fees will be calculated by the Advisor or its delegate and deducted from the
Client’s account[s] at the Custodian. The Advisor sends an invoice to the Custodian providing the
amount of the fees to be deducted from the Client’s account[s] for the applicable billing period.
The amount due is calculated by applying the applicable rate (annual rate divided by 4 for accounts
billed on a quarterly basis) to the total assets under management with Veracity at the end of the
prior billing period. Clients will be provided with a statement, at least quarterly, from the
Custodian reflecting deduction of the investment advisory fee. It is the responsibility of the Client
to verify the accuracy of these fees as listed on the Custodian’s brokerage statement as the
Custodian does not assume this responsibility. Clients provide written authorization permitting
Veracity to be paid directly from their accounts held by the Custodian as part of the investment
advisory agreement and separate account forms provided by the Custodian.
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Use of Outside Managers
Client accounts implemented through Outside Managers will be billed in accordance with the
separate agreements with the respective parties. These parties will typically add Veracity’s
investment advisory fee and deduct the overall fee from the Client’s accounts.
Financial Planning and Consulting Services
Financial planning and consulting fees for stand-alone engagements are due upon engagement.
Ongoing financial planning and consulting services will be billed quarterly, in advance.
Retirement Plan Advisory Services
Fees may be directly invoiced to the Plan Sponsor or deducted from the assets of the Plan,
depending on the terms of the retirement plan advisory agreement.
C. OTHER FEES AND EXPENSES
Clients may incur certain non-transactional fees or charges imposed by custodian or third parties
in connection with accounts that are established, and investments held in Client’s accounts. These
fees and expenses include account maintenance fees, wire transfer fees, and other fees that are
outlined in your account agreement with the custodian or third party.
All fees paid to Veracity for investment advisory services are separate and distinct from the
expenses charged by mutual funds and ETFs to their shareholders, if applicable. These fees and
expenses are described in each fund’s prospectus. These fees and expenses will generally be used
to pay management fees for the funds, other fund expenses, account administration (e.g.,
custody, brokerage, and account reporting), and a possible distribution fee. The Client should
review the fees charged by the Custodian, any fees or costs charged by the investments such as
mutual funds and ETFs, and the fees charged by Veracity to fully understand the total fees to be
paid.
D. ADVANCE PAYMENT OF FEES AND TERMINATION
Investment Advisory Services
Veracity can be compensated for its investment advisory services quarterly, in advance of the
billing period in which services are rendered, pursuant to the terms of the investment advisory
agreement. Either party may request to terminate the investment advisory agreement with
Veracity, at any time, by providing advance written notice to the other party. The Client shall be
responsible for investment advisory fees up to and including the effective date of termination.
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VERACITY CAPITAL LLC | PAGE 8
Upon termination, the Advisor will promptly refund any unearned, prepaid fees to the Client.
Use of Outside Managers
In the event a Client should wish to terminate their relationship with an Outside Manager, the
terms for termination will be set forth in the respective agreements between the Client and those
third parties. Veracity will assist the Client with the termination and transition as appropriate.
Financial Planning and Consulting Services
Either party may terminate a planning agreement, at any time, by providing written notice to the
other party. Upon termination, the Client shall be responsible for fees based on the percentage of
the engagement completed. Upon termination, any unearned prepaid fees will be promptly
refunded to the Client.
Retirement Plan Advisory Services
Veracity is compensated for its retirement plan advisory services in advance or arrears of the
billing period in which services are rendered. Either party may request to terminate the retirement
plan advisory agreement with Veracity, at any time, by providing advance written notice to the
other party. The Client shall be responsible for advisory fees up to and including the effective date
of termination. Upon termination, the Advisor will promptly refund any unearned, prepaid fees to
the Client.
E. COMPENSATION FOR THE SALE OF SECURITIES
IARs may also be licensed as independent insurance professionals. IARs will earn commission-
based compensation for selling insurance products, including insurance products they sell to you.
Insurance commissions earned by an IAR are separate and in addition to Veracity’s advisory fees.
Compensation earned by the IAR in his or her capacity as an insurance agent is separate and in
addition to Veracity’s advisory fees. This practice presents a conflict of interest if an IAR can earn
more compensation from selling insurance as compared to what can be earned from investment
advisory services. To mitigate this conflict, Veracity discloses the different options the Clients
have, supervises the opening of accounts, and assures Clients are under no obligation,
contractually or otherwise, to purchase securities products through one of our IARs.
Item 6: Performance-Based Fees and Side-By-Side Management
Veracity does not charge performance-based fees for its investment advisory services. The fees charged
by Veracity are as described in “Item 5 – Fees and Compensation” above.
Veracity does not manage any proprietary investment funds or limited partnerships (for example, a
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VERACITY CAPITAL LLC | PAGE 9
mutual fund or a hedge fund) and has no financial incentive to recommend any particular investment
options to its Clients.
Item 7: Types of Clients
Veracity offers investment advisory services to individuals, families, trusts, estates, and businesses, with
a focus on those Clients with a high net worth. The relative percentage of each type of Client is available
on Veracity’s Form ADV Part 1. These percentages will change over time. Veracity does not impose a size
for establishing a relationship, but as noted does tailor its services to high-net-worth Clients.
Item 8: Methods of Analysis
Methods of Analysis & Investment Strategies
Veracity’s methods of analysis include Charting analysis, Cyclical analysis, Fundamental analysis, Modern
portfolio theory, Quantitative analysis and Technical analysis, as described in more detail below.
• Charting analysis involves the use of patterns in performance charts. This technique is used to
search for patterns used to help predict favorable conditions for buying or selling a security.
• Cyclical analysis involves the analysis of business cycles to find favorable conditions for buying
or selling a security.
• Fundamental analysis involves the analysis of financial statements, the general financial health
of companies, and/or the analysis of management or competitive advantages.
• Modern portfolio theory is a theory of investment that attempts to maximize portfolio expected
return for a given amount of portfolio risk, or equivalently minimize risk for a given level of
expected return, each by carefully choosing the proportions of various asset.
• Quantitative analysis deals with measurable factors as distinguished from qualitative
considerations such as the character of management or the state of employee morale, such as
the value of assets, the cost of capital, historical projections of sales, and other factors.
• Technical analysis involves the analysis of past market data; primarily price and volume.
As noted above, Veracity generally employs a long-term investment strategy for its Clients, as consistent
with their financial goals. Veracity will typically hold all or a portion of a security for more than a year but
may hold for shorter periods for the purpose of rebalancing a portfolio or meeting the cash needs of
Clients. At times, Veracity may also buy and sell positions that are more short-term in nature, depending
on the goals of the Client and/or the fundamentals of the security, sector, or asset class.
Risk of Loss
Investing in securities involves certain investment risks. Securities will fluctuate in value and may lose
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value. Clients should be prepared to bear the risk of loss, which will vary based upon market conditions
and length of investment. Veracity and their IARs assist Clients in determining an appropriate strategy
based on their tolerance for risk and other factors noted above. However, there is no guarantee that a
Client will meet their investment goals.
Fundamental analysis utilizes economic and business indicators as investment selection criteria. These
criteria are generally ratios and trends that may indicate the overall strength and financial viability of the
entity being analyzed. Assets are deemed suitable if they meet certain criteria to indicate that they are a
strong investment with a value discounted by the market. While this type of analysis helps the Advisor in
evaluating potential investments, it does not guarantee that the investments will increase in value. Assets
meeting the investment criteria utilized in the fundamental analysis will fluctuate in value and may lose
value and may have negative investment performance. The Advisor monitors these economic indicators
to determine if adjustments to strategic allocations are appropriate. More details on the Advisor’s review
process are included below in “Item 13 – Review of Accounts”.
Each Client engagement will entail a review of the Client's investment goals, financial situation, time
horizon, tolerance for risk and other factors to develop an appropriate strategy for managing a Client's
account. Client participation in this process, including full and accurate disclosure of requested
information, is essential for the analysis of a Client's account. The Advisor shall rely on the financial and
other information provided by the Client or their designees without the duty or obligation to validate the
accuracy and completeness of the provided information. It is the responsibility of the Client to inform the
Advisor of any changes in financial condition, goals or other factors that may affect this analysis.
The risks associated with a particular strategy are provided to each Client in advance of investing Client
accounts. The Advisor will work with each Client to determine their tolerance for risk as part of the
portfolio construction process. Past performance is not a guarantee of future returns. Investing in
securities and other investments involve a risk of loss that each Client should understand and be willing to
bear. Clients are reminded to discuss these risks with the Advisor.
The Advisor recommends various types of securities and does not primarily recommend one particular
type of security over another since each Client has different needs and different tolerance for risk. Each
type of security has its own unique set of risks associated with it and it would not be possible to list here
all of the specific risks of every type of investment. Even within the same type of investment, risks can vary
widely. A description of the types of securities that may be recommended to Clients and some of their
inherent risks are provided below.
Equity investment generally refers to buying shares of stocks in return for receiving a future payment of
dividends and capital gains if the value of the stock increases. The value of equity securities may fluctuate
in response to specific situations for each company, industry market conditions and general economic
environments.
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Fixed income investments generally pay a return on a fixed schedule, though the amount of the payments
can vary. This includes corporate and government debt securities, leveraged loans, high yield, and
investment grade debt and structured products, such as mortgage and other asset-backed securities,
although individual bonds may be the best known type of fixed income security. In general the fixed
income market is volatile, and fixed income securities carry significant interest rate risk. (As interest rates
rise, bond prices usually fall, and vice versa. This effect is usually more pronounced for longer-term
securities.) Fixed income securities also carry inflation risk, liquidity risk, call risk and credit and default
risks for both issuers and counterparties. The risk of default on treasury inflation protected/inflation
linked bonds is dependent upon the U.S. Treasury defaulting, but these bonds still carry a risk of losing
share price value. Risks of investing in foreign fixed income securities also include the general risks
inherent in non-U.S. investing.
Mutual funds carry the risk of capital loss and thus you may lose money investing in mutual funds. All
mutual funds have costs that lower investment returns. The funds can be of bond (fixed income) nature
or stock (equity) nature, or a mix of multiple underlying security types.
An exchange traded fund (“ETF”) is an investment fund traded on stock exchanges, similar to stocks.
Investing in ETFs carries the risk of capital loss (sometimes up to a 100% loss in the case of a stock holding
bankruptcy). Areas of concern include the lack of transparency in products and increasing complexity,
conflicts of interest and the possibility of inadequate regulatory compliance. Because ETFs use "authorized
participants" (APs) as agents to facilitate creations or redemptions (primary market), there is a risk that
an AP decides to no longer participate for a particular ETF; however, that risk is mitigated by the fact that
other APs can step in to fill the vacancy of the withdrawing AP [an ETF typically has multiple APs] and ETF
transactions predominantly take place in the secondary market without need for an AP. Like other liquid
securities, ETF pricing changes throughout the trading day and there can be no guarantee that an ETF is
purchased at the optimal time in terms of market movements. Moreover, due to market fluctuations, ETF
brokerage costs, differing demand and characteristics of underlying securities, and other factors, the price
of an ETF can be lower that the aggregate market price of its cash and component individual securities
(net asset value – NAV). An ETF is subject to the same market risks as those of its underlying individual
securities, and also has internal expenses that can lower investment returns.
Interval funds are a type of closed-end fund that allow withdrawals only at set times, usually once a
quarter. The fund may also impose limits on how much may be withdrawn during a quarter. Interval funds
will usually invest in high-yielding and low-liquidity type investments that may not be found in normal
mutual funds. This carries additional liquidity and valuation risk.
Options are contracts to purchase a security at a given price, risking that an option may expire out of the
money resulting in minimal or no value. An uncovered option is a type of options contract that is not
backed by an offsetting position that would help mitigate risk. The risk for a “naked” or uncovered put is
not unlimited, whereas the potential loss for an uncovered call option is limitless. Spread option positions
entail buying and selling multiple options on the same underlying security, but with different strike prices
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or expiration dates, which helps limit the risk of other option trading strategies. Option writing also
involves risks including but not limited to economic risk, market risk, sector risk, idiosyncratic risk,
political/regulatory risk, inflation (purchasing power) risk and interest rate risk.
Private Placements carry a substantial risk as they are subject to less regulation than are publicly offered
securities, the market to resell these assets under applicable securities laws may be illiquid, due to
restrictions, and liquidation may be taken at a substantial discount to the underlying value or result in the
entire loss of the value of such assets.
Hedge Funds often engage in leveraging and other speculative investment practices that may increase the
risk of investment loss; can be highly illiquid; are not required to provide periodic pricing or valuation
information to investors; may involve complex tax structures and delays in distributing important tax
information; are not subject to the same regulatory requirements as mutual funds; and often charge high
fees. In addition, hedge funds may invest in risky securities and engage in risky strategies.
In addition to the risks associated with hedge funds, there are risks specifically associated with investing
in private equity. Capital calls can be made on short notice, and the failure to meet capital calls can result
in significant adverse consequences, including but not limited to a total loss of investment.
Item 9: Disciplinary Information
Disciplinary Information
There are no legal, regulatory, or disciplinary events to disclose involving Veracity. Our backgrounds are
on the Investment Adviser Public Disclosure website at www.adviserinfo.sec.gov by searching with our
firm name or our CRD# 304272.
Item 10: Other Financial Industry Activities and Affiliations
Neither the Advisor nor its associated persons (“Supervised Persons”) has any registrations or affiliations
with a futures commission merchant, commodity pool operator, or commodity-trading advisor.
Broker-Dealer Affiliation
Veracity does not maintain an affiliation with a Broker-Dealer.
Conflicts of Interest
Our goal is to provide non-conflicted advisory services to our Clients. However, certain aspects of our business
do provide conflicts of interest due to the broader nature of the services we strive to provide to clients. We
want to assure that we identify these conflicts so that our Clients can fully and fairly discuss them with their
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IARs and make informed decisions. These conflicts are outlined below, and we encourage our Clients to discuss
them with their IARs.
Insurance Agency
Veracity Capital Risk Management, LLC (“VCRM”), is affiliated with Veracity Capital, LLC, and is licensed as an
insurance agency and in this capacity acts as a broker for term and permanent life insurance, fixed annuities,
disability insurance, and long-term care insurance. This service is made available and offered to our clients by
our IARs in their separate individual capacities as licensed insurance agents. The recommendation that clients
purchase an insurance product through Veracity Capital Risk Management presents a conflict of interest, as
the receipt of commissions provide an incentive to recommend insurance products based on commissions to
be received, rather than on a client’s particular need. No client is under any obligation to purchase any
insurance product from Veracity Capital Risk Management. Clients may purchase recommended insurance
products through nonaffiliated insurance agents of their choice.
VCRM uses the services of Empire Marketing Partners (“EMP”), an independent marketing organization that
markets life insurance and fixed annuities to third-party insurance agents in exchange for a marketing and/or
override fee from the issuer of such insurance/annuity products. VCRM receives marketing dollars from EMP
and may use those dollars to market both VCRM and Veracity Capital, LLC.
Tax Services
Veracity Capital Tax Advisors, LLC (“VCTA”), is affiliated with Veracity Capital, LLC and offers tax preparation
and planning services. This service is made available and offered to our clients by our IARs in their separate
individual capacities. The recommendation that clients utilize tax preparation and planning services through
VCTA presents a conflict of interest, as the receipt of compensation provides an incentive to recommend
services based on compensation to be received, rather than on a client’s particular need. No client is under any
obligation to use any services from VCTA. Clients may use tax preparation and planning services through
nonaffiliated sources of their choice.
Outside Managers
Veracity may direct clients to third-party investment advisers. Veracity will be compensated via a fee share
from the advisers to which it directs those clients. The fees shared will not exceed any limit imposed by
any regulatory agency. This creates a conflict of interest in that Veracity has an incentive to direct clients
to the third-party investment advisers that provide Veracity with a larger fee split. Veracity will always act
in the best interests of the client, including when determining which third-party investment adviser to
recommend to clients. Veracity will verify that all recommended advisers are properly licensed, notice
filed, or exempt in the states where Veracity is recommending the adviser to clients.
Advisor Transition Assistance
Veracity may provide various benefits and payments to IARs that are newly associated with Veracity to
assist the IAR with costs associated with transitioning his or her business to Veracity (collectively referred
to as “Transition Assistance”). The proceeds of such Transition Assistance payments are intended to be
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used for a variety of purposes, including but not necessarily limited to, providing working capital to assist
in funding the IAR’s business, satisfying any outstanding debt to the IAR’s prior firm, offsetting account
transfer/termination fees as a result of the IAR’s clients transitioning to Veracity’s chosen custodial
platform, technology set-up fees, marketing and mailing costs, stationary and licensure transfer fees,
moving expenses, office space expenses, and staffing support. Veracity does not verify that any payments
made are used for such transition costs, and therefore, they may provide direct revenue to the recruit.
Assistance may be provided in the form of a cash advance to the recruit, by Veracity foregoing revenues
during account transactions, or through other incentives to the IAR. Assistance may also come with certain
contractual obligations to the recruit, such as repayment of all or a portion of the payment if the IAR elects
to leave Veracity or does not meet certain other obligations.
The amount of Transition Assistance payments is often significant in relation to the overall revenue earned
or compensation received by the IAR at his or her prior firm. Such payments are generally based on the
size of the IAR’s business established at his or her prior firm, for example, a percentage of the revenue
earned, or assets serviced by the IAR at the prior firm. These payments are generally in the form of
payments or loans to the IAR with favorable interest rate terms as compared to other lenders, which are
paid by Veracity or forgiven by Veracity based on years of service with Veracity (e.g., if the IAR remains
with Veracity for 5 years) and/or the scope of business engaged in with Veracity. Veracity also makes
payments to IARs in connection with the transition of certain advisory business to Veracity form his or her
prior firm that is not approved on Veracity’s platform. These payments are tied to the amount of client
assets that are transitioned from an unapproved platform at the prior firm to Veracity’s advisory program.
The receipt of Transition Assistance creates a conflict of interest in that an IAR has a financial incentive to
recommend that a client open and maintain an account with the IAR and Veracity for advisory services
and to recommend changing investment products or services where a potential Client’s current
investment options are not available through Veracity, in order to receive the Transition Assistance benefit
or payment. Veracity and its IARs attempt to mitigate these conflicts of interest by evaluating and
recommending that clients use Veracity’s services based on the benefits that such services provide to
Clients, rather than the Transition Assistance earned by any particular IAR. However, we want to assure
that potential Clients are aware of this conflict and take it into consideration in deciding whether to
establish or maintain a relationship with Veracity. As with all items in this Brochure, we also encourage
Clients to discuss this item with their IAR.
Item 11: Code of Ethics, Participation or Interest in Client Transactions
and Personal Trading
A. CODE OF ETHICS
Veracity has implemented a Code of Ethics that defines our fiduciary commitment to each Client.
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This Code of Ethics applies to all Supervised Persons. The Code of Ethics was developed to provide
general ethical guidelines and specific instructions regarding our duties to you, our Client. Veracity
and its personnel owe a duty of loyalty, fairness, and good faith towards each Client. It is the
obligation of Veracity Supervised Persons to adhere not only to the specific provisions of the Code,
but also to the general principles that guide the Code. The Code of Ethics covers a range of topics
that address employee ethics and conflicts of interest. To request a copy of our Code of Ethics,
please contact us at (844) 508-7884.
B. PERSONAL TRADING WITH MATERIAL INTEREST
Veracity allows the purchase or sale of the same securities that may be recommended to and
purchased on behalf of Clients. Veracity does not act as principal in any transactions. In addition,
the Advisor does not act as the general partner of any mutual funds or advise any investment
companies. Veracity does not have a material interest in any securities traded in Client accounts.
C. PERSONAL TRADING IN SAME SECURITIES AS CLIENTS
Veracity allows the purchase or sale of the same securities that may be recommended to and
purchased on behalf of Clients. Owning the same securities that we recommend (purchase or sell)
to you, presents a potential conflict of interest that, as fiduciaries, we must disclose to you and
mitigate through policies and procedures. As noted above, we have adopted a Code of Ethics,
which addresses insider trading (material non-public information controls) and personal securities
reporting procedures. When trading for personal accounts, Supervised Persons of Veracity have a
conflict of interest if trading in the same securities. The fiduciary duty to act in the best interest of
its Clients can potentially be violated if personal trades are made with more advantageous terms
than Client trades, or by trading based on material non-public information. This conflict is
managed by Veracity requiring Supervised Persons to report of personal securities trades for
review by the Chief Compliance Officer (“CCO”). We have also adopted written policies and
procedures to detect the misuse of material, non-public information.
D. PERSONAL TRADING AT SAME TIME AS CLIENT
While Veracity allows the purchase or sale of the same securities that may be recommended to
and purchased on behalf of Clients, such trades are typically aggregated with Client orders or
traded afterwards. This may provide an opportunity for representatives of Veracity 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 create a conflict of interest.
However, to manage this conflict Veracity has procedures to avoid trading that operates to the
client’s disadvantage if IARs buy or sell securities at or around the same time as clients.
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Item 12: Brokerage Practices
A. FACTORS USED TO SELECT CUSTODIANS AND/OR BROKER-DEALERS
Custodians/broker-dealers will be recommended based on Veracity’s duty to seek “best
execution,” which is the obligation to seek execution of securities transactions for a client on the
most favorable terms for the client under the circumstances. Clients will not necessarily pay the
lowest commission or commission equivalent, and Veracity may also consider the market
expertise and research access provided by the broker-dealer/custodian, including but not limited
to access to written research, oral communication with analysts, admittance to research
conferences, and other resources provided by the brokers that may aid in Veracity's research
efforts. Veracity will never charge a premium or commission on transactions, beyond the actual
cost imposed by the broker-dealer/custodian.
Veracity will require clients to use National Financial Services, LLC.
Veracity executes all fixed income transactions (for accounts without a third-party manager) through
Falcon Square Capital, which serves as its primary fixed income trading partner. The Firm has selected
Falcon Square based on its experience, access to inventory, competitive pricing, and reliable trade
execution and settlement capabilities. The Firm believes that executing fixed income trades through a
single broker-dealer provides consistency and efficiency while achieving execution quality that is fair and
reasonable under prevailing market conditions. The Firm periodically reviews execution quality and
Falcon Square’s services to confirm that continued use remains in the best interests of clients.
1. Research and Other Soft-Dollar Benefits
While Veracity has no formal soft-dollar programs in which soft dollars are used to pay for
third party services, Veracity may receive research, products, or other services from
custodians and broker-dealers in connection with client securities transactions (“soft dollar
benefits”). Veracity may enter into soft-dollar arrangements consistent with (and not outside
of) the safe harbor contained in Section 28(e) of the Securities Exchange Act of 1934, as
amended. There can be no assurance that any particular client will benefit from soft-dollar
research, whether or not the client’s transactions paid for it, and Veracity does not seek to
allocate benefits to client accounts proportionate to any soft-dollar credits generated by the
accounts. Veracity benefits by not having to produce or pay for the research, products, or
services, and Veracity will have an incentive to recommend a broker-dealer based on receiving
research or services. Clients should be aware that Veracity’s acceptance of soft-dollar benefits
may result in higher commissions charged to the client.
2. Brokerage for Client Referrals
Veracity receives no referrals from a broker-dealer or third party in exchange for using that
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broker-dealer or third party.
3. Clients Directing Which Broker/Dealer/Custodian to Use
Veracity will require clients to use a specific broker-dealer to execute transactions. Not all
advisers require clients to use a particular broker-dealer.
B. AGGREGATING (BLOCK) TRADING FOR MULTIPLE CLIENT ACCOUNTS
If Veracity buys or sells the same securities on behalf of more than one client, then it may (but
would be under no obligation to) aggregate or bunch such securities in a single transaction for
multiple clients in order to seek more favorable prices, lower brokerage commissions, or more
efficient execution. In such case, Veracity would place an aggregate order with the broker on
behalf of all such clients in order to ensure fairness for all clients; provided, however, that trades
would be reviewed periodically to ensure that accounts are not systematically disadvantaged by
this policy. Veracity would determine the appropriate number of shares and select the appropriate
brokers consistent with its duty to seek best execution, except for those accounts with specific
brokerage direction (if any).
Item 13: Review of Accounts
A. FREQUENCY OF REVIEWS
As a matter of policy and practice, Investments in Client accounts are monitored on a regular and
continuous basis by IARs of Veracity and periodically by the CCO. Formal reviews are generally
conducted at least annually depending on the needs of the Client.
B. CAUSES FOR REVIEWS
Accounts may also be reviewed as a result of major changes in (i) economic conditions such as
material market, economic or political events or (ii) known changes in the Client’s financial
situation, such as significant life events and/or large deposits or withdrawals in the Client’s
account. The Client is encouraged to notify Veracity if changes occur in the Client’s personal
financial situation that might adversely affect the Client’s investment plan.
C. REVIEW REPORTS
The Client will receive a brokerage statement from the Custodian no less than quarterly. The Client
may also establish electronic access to the Custodian’s website so that the Client may view these
reports and their account activity. Client brokerage statements will include all positions,
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transactions and fees relating to the Client’s account. The Advisor and its IARs may also provide
Clients with periodic reports regarding their holdings, allocations, and performance. However, the
Custodian statements are the official reports of the Client’s account. Please review these accounts
as received to assure they appear accurate for both the positions and transaction effectuated in
the account.
Item 14: Client Referrals and Other Compensation
A. COMPENSATION RECEIVED BY VERACITY
Veracity has an established institutional relationship with National Financial Services, LLC to be
the preferred Custodian for Client accounts. This relationship assists us in managing Client
accounts through aggregation of the accounts and use of a single operating system. Based upon
this relationship, we have received access to software and related support. The software and
related systems support provide direct benefit to the Advisor and may provide indirect benefits
to the Clients through increased efficiencies. In fulfilling its duties to its Clients, the Advisor
endeavors at all times to put the interests of its Clients first. Clients should be aware, however,
that the receipt of economic benefits from a Custodian creates a potential conflict of interest since
these benefits may influence the Advisor's recommendation of the Custodian over one that does
not furnish similar software, systems support, or services.
Veracity will host or attend fund company or other third-party company programs, events, or
conferences where expenses are paid for (in part or in whole) by the fund company or other third
party whose products and services that Veracity utilizes in providing advisory services. This
represents a conflict of interest in that Veracity has an incentive to use and promote their products
and services. To address this conflict, Veracity will always act in the best interest of its clients
consistent with its fiduciary duty as an investment adviser.
B. CLIENT REFERRALS FROM SOLICITORS
If a Client is introduced to Veracity by an unaffiliated solicitor (herein a “Solicitor”), Veracity may
pay the Solicitor a referral fee in accordance with the requirements of Rule 206(4)-1 of the
Investment Advisers Act of 1940 (the “Advisers Act”) as well as applicable state securities
regulations. Referral fees are paid solely from Veracity’s investment advisory fee and does not
result in any additional charges or higher fees to the Client.
Veracity also receives client referrals from lead generation and/or business development firms.
Generally, these firms have established the referral program as a means of referring visitors to its
website and other investors seeking fee-based personal investment management services or
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financial planning services to independent investment advisors. The firm does not supervise
Veracity and has no responsibility for Veracity's management of client portfolios or Veracity's
other advice or services. Veracity pays the firm a fee for each qualifying client referral based on
the amount of the referred client’s investable assets. Advisor will not charge clients referred
through this firm any fees or costs higher than our standard fee schedule or otherwise pass
through the cost of the onetime flat fees paid to the firm to any referred clients.
Item 15: Custody
There are specialized rules pertaining to a registered investment advisor accepting or maintaining
“custody” of Clients’ assets. Veracity does not accept or maintain custody of any Client accounts or assets.
When we deduct advisory fees from client accounts, we must have written authorization to do so. Clients
will receive account statements from the custodian and should carefully review those statements. Custody
is also disclosed in Form ADV because Veracity has authority to transfer money from client account(s),
which constitutes a standing letter of authorization (SLOA). Accordingly, Veracity will follow the safeguards
specified by the SEC rather than undergo an annual audit.
All Clients must place their assets with a “qualified custodian” as detailed in item 12. Clients are required
to engage the Custodian to retain their funds and securities and direct Veracity to utilize the Custodian for
the Client’s security transactions. Veracity encourages Clients to review statements provided by the
Custodian. For more information about Custodians and brokerage practices, see “Item 12 - Brokerage
Practices”.
Item 16: Investment Discretion
Veracity generally has discretion over the selection of securities to be bought or sold in Client accounts
without obtaining prior consent or approval from the Client. This discretion includes selecting the security,
the quantity of a transaction, and the timing of transaction. However, these purchases or sales may be
subject to specified investment objectives, guidelines, or limitations previously set forth by the Client and
agreed to by Veracity. Discretionary authority will only be authorized upon full disclosure to the Client.
The granting of such authority will be evidenced by the Client's execution of an investment advisory
agreement containing all applicable limitations to such authority. All discretionary trades made by Veracity
will be in accordance with each Client's investment objectives and goals. Please note that this discretion
is deemed to be “limited” and Veracity does not have authority to open an account, switch Custodians, or
deposit or withdraw funds from an existing account (except for authorized withdrawals for payment of
investment advisory fees).
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Item 17: Voting Client Securities
Veracity does not vote proxies for any Client. Clients will receive proxy statements directly from the
Custodian. If the Client directs proxy materials to the Advisor’s attention, this does not result in the Advisor
assuming responsibility for the voting of proxies. The Advisor will assist in answering questions relating to
proxies, however, the Client retains the sole responsibility for proxy decisions and voting.
Item 18: Financial Information
Neither Veracity, nor its management, have any adverse financial situations that would reasonably impair
the ability of Veracity to meet all obligations to its Clients. Neither Veracity, nor any of its IARs, has been
subject to a bankruptcy or financial compromise. Veracity is not required to deliver a balance sheet along
with this Disclosure Brochure as the Advisor does not collect fees of $1,200 or more for services to be
performed six months or more in advance.
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