We're an independent advisory working with 1,840 households across 32 states — on mortgages, investments, tax, insurance, and the boring stuff that actually moves the line. No commissions. No products to push.
Our founder, Marlene Holloway, spent fourteen years inside a national brokerage. She watched good households get sold the wrong product — annuities they didn't need, mutual funds with 1.5% expense ratios, mortgage refis that paid the loan officer and nobody else. In 2020 she left, took three colleagues, and opened an RIA in Fort Pierre, South Dakota.
Today we're a team of 22 — nine CFP® professionals, three CPAs, two enrolled agents, and a tax attorney on retainer. We charge a flat fee or a percentage of assets, depending on what makes sense for the household. We do not earn commissions on any product we recommend. That is not a marketing line; it is in our ADV Part 2.
A household in every US zip code with a financial plan they actually understand — written in plain English, stress-tested against the worst years, and reviewed more than once a decade.
Give every client a clear, written plan across all six pillars of a household balance sheet — debt, investments, tax, insurance, retirement, and estate — and update it as life changes.
Most advisors get paid to sell you something. We get paid to plan. The differences show up in the small print — and in your balance sheet over time.
If we recommend it, we have to put your interest first — legally, in our engagement letter, every time. Not "best interest" loophole language. Real fiduciary duty, with a private right of action if we breach it.
We meet clients every 90 days — by video, phone, or in person in Sioux Falls. Plans drift. Life happens. We catch it.
We never hold your assets. They sit at Schwab Institutional or Fidelity Institutional, SIPC-insured, with you as the only authorized party. We trade on your written permission.
Every client gets a lead CFP® and a backup who knows the plan. No "your advisor left" call.
Your advisor and your CPA talk to each other. They sit in the same office. Investment decisions run past tax consequences first.
Not a slide deck. A document you can read, question, and hand to your spouse or executor. Updated annually.
We don't rush onboarding. The first plan is the foundation — we'd rather take ten weeks and get it right than ten days and patch it later.
90-minute conversation. We listen. You tell us about money history, family, fears, and what you actually want.
Week 1We pull statements, tax returns, policies, and account logins. Run them through our planning stack. Identify gaps.
Weeks 2–4A 30–50 page written plan. We walk through every recommendation — including the ones where the answer is "do nothing."
Weeks 5–6We help you execute — opening accounts, rolling over 401(k)s, rewriting insurance, restructuring debt. Then quarterly reviews.
Weeks 7–10We handle all six under one roof — coordinated, not siloed. Your mortgage advisor knows what your tax advisor is doing, because they're the same team.
Not a lender — an advisor. We review your existing personal debt, refinance where it makes sense, and tell you when a personal loan is the wrong move.
Credit card debt is the most expensive money most households will ever borrow. We build a payoff sequence — avalanche, snowball, or hybrid — modeled on your actual cash flow.
Buy, refinance, or pay down? We model all three against your full financial picture — not just the monthly payment — and refer you to a lender we don't earn a dime from.
Portfolio construction, asset location, tax-loss harvesting, rebalancing bands. Index-tilted, low-cost, behaviorally sound. We use Dimensional and Vanguard institutional shares.
Proactive — not just filing. We project your tax liability before year-end, identify Roth conversion opportunities, and coordinate with our in-house CPAs who prepare your return.
Term life, disability, long-term care, umbrella liability. We audit what you have, identify gaps, and refer you to an independent broker who isn't us. No commissions, no kickbacks.
We publish our fees. Most advisors don't. Here's exactly what you'll pay — no surprises, no buried line items, no commission trails.
Ongoing, all six pillars, quarterly reviews. For households with $500K+ in investable assets.
No sales call. We'll ask what you're trying to solve, tell you honestly whether we can help, and only propose an engagement if it makes sense. About 1 in 4 calls ends with "you don't need us yet."
If yours isn't here, email us. We answer every message personally — usually within a business day.
Yes — registered investment advisor (RIA) with the SEC, fiduciary duty under the Investment Advisers Act of 1940. In practice: we are legally required to put your interest above ours. We sign a written fiduciary pledge in every engagement letter, and you have a private right of action if we breach it. This is different from a "best interest" standard, which brokers use and which has more wiggle room.
Fee-only. We earn money from two sources: a percentage of assets under management (0.85%, declining tiers) for ongoing wealth management, or flat fees for project / hourly work. We do not earn commissions on any product — insurance, annuities, mutual funds, mortgages, none of it. Our Form ADV Part 2 discloses every revenue source.
For Comprehensive Wealth Management, $500,000 in investable assets. For Project-Based Planning, no minimum — $3,500 flat fee. For Hourly Advisory, no minimum — $350/hour, 2-hour minimum. We turn away about 30% of inquiries because the client doesn't need us yet; we'll tell you honestly if that's the case.
Your assets are held at Charles Schwab Institutional or Fidelity Institutional — your choice. You are the only authorized party on the account. We have discretionary trading authority only with your written permission, only within parameters you set, and we cannot withdraw funds to anywhere except your bank accounts on file. SIPC insurance covers up to $500,000 per account.
We're registered in 32 states currently (we add a few each year). If you're in a state where we're not registered, we'll tell you on the first call and refer you to a fiduciary advisor we trust in your state. We don't take clients we can't legally serve.
Yes — that's about 20% of our practice. Book an hourly session. Bring your most recent statements and your last tax return. We'll review, tell you what's working, what isn't, and what we'd do differently. You take that back to your current advisor, or you don't. No pressure to switch.
30–50 pages, plain English. Sections: net worth and cash flow analysis, debt structure review, investment allocation with rationale, retirement projection (Monte Carlo, 1,000 runs), tax analysis with current-year and projected brackets, insurance gap analysis, estate document review, and a prioritized action list. Updated annually for ongoing clients.
Ongoing clients: four scheduled review meetings per year — Q1 (tax planning), Q2 (mid-year check), Q3 (investment review), Q4 (year-end planning). Plus ad-hoc meetings when life happens — job change, inheritance, divorce, birth, death, business sale. We respond to emails within one business day; urgent phone calls same day.
Yes. We're not a lender, but we run the numbers — buy vs rent, refinance breakeven, payoff acceleration, debt consolidation sequencing — and refer you to a lender we don't earn a dime from. The value is in the analysis, not the loan. Many clients save more on one refi decision than they pay us all year.
Your assets are at Schwab or Fidelity — they're yours, not ours. If we shut down, you'd still have full access to your accounts. You'd hire a new advisor, or manage the accounts yourself. We maintain professional liability insurance and a succession plan with another RIA in case of incapacity.
No call center. No phone tree. The phone rings on Marlene's desk and one of three advisors. If we miss it, we call back same day.