Association Financial Services Inc. (Salt Lake City)

Name: Association Financial Services Inc.
Address: 1935 Vine Street, Suite 120, Salt Lake City, UT, 84121
Telephone: 801-274-1820

Association Financial Services Inc. is a large advisory firm based in Salt Lake City. It manages $401.79 million of regulatory assets for 1,297 client accounts. It has been registered with the SEC as an adviser since 2007 and has operated in the jurisdictions of Idaho and Utah.

Association Financial Services provides financial planning services, portfolio management for individuals and small businesses, portfolio management for businesses and institutional clients, pension consulting services, publication of newsletters, and educational seminars and workshops. It prepares financial plans for more than 250 clients. On top of advisory services, the firm doesn't engage in other business activities.

Association Financial Services: assets under management

The assets under management (AUM) of Association Financial Services Inc. is $401.79 million. The firm's AUM has grown by 1262% since the beginning of its operation, and the company doesn't manage any assets belonging to foreign clients.

The firm manages $67.2 million in discretionary accounts and $334.59 million in non-discretionary accounts. On average, the discretionary accounts where all decisions are made on behalf of the client hold $1.1 million each. Non-discretionary accounts, where clients actively manage their portfolios, generally hold around $270.71 thousand.

Investments

The firm invests in exchange traded securities the most. They account for 98% of the total AUM. The second-largest asset type is cash and cash equivalents, which make up 1% of the firm’s portfolio. Investments in government bonds form 1% of the total invested assets.

Fees & Commissions

The advisory firm has several streams of revenue. Clients pay Association Financial Services Inc. for their services and products based on a percentage of assets under management and hourly charges. Compensation based on assets under management promotes a long-term relationship between a client and the adviser and helps align mutual interests. These fees don’t include brokerage commissions, interest, taxes, and other account expenses.

What kind of clients Association Financial Services serves?

The firm provides services to individuals and high net worth individuals. The largest group of clients of Association Financial Services is high net worth individuals with 1,216 clients and $399.64 million of assets under management. Among the 11 most similar advisory firms, Association Financial Services has the highest percentage of high net worth individuals out of all clients.

The amount of regulatory assets under management is $401.79 million for 1,236 clients that can include trusts, estates, and 401(k) plans and IRAs of individuals and their family members. None of the firm’s clients are foreign persons or businesses.

Association Financial Services doesn't advise any private funds.

Careers at Association Financial Services Inc.

The company employs 7 people that are either part- or full-time employees. 71 percent of the employees work as investment advisers or researchers. 5 employees are registered as investment adviser representatives with the state securities authorities.

There’s a single person with the role of looking for and bringing in new clients on behalf of the firm. The firm compensates employees in addition to the salary for bringing in new clients. Employees don’t receive compensation from other entities for client referrals.

Direct owners and executive officers

Name	Entity	Date acquired	Ownership	Employer ID
Martin Arthur Watkins	Ceo	1 Sep 2006	75% - 100%	2251777
Michael K Babcock	Chief compliance officer	1 Oct 2006	Other	5172396
Michael Kenneth Babcock	Chief compliance officer	1 Oct 2006	Other	5172396
Rachel Kirk Peterson	Chief compliance officer	1 May 2007	Other	5172396
William Bruce Miller	President / coo	1 Aug 2010	Other	5844796
Trent L. Searle	Chief compliance officer	1 Dec 2014	Other	4433677
Joseph Griffin	Cco	1 Feb 2018	Other	6911936

Based in Salt Lake City

The principal office where Association Financial Services Inc. performs its advisory services is located at 1935 Vine Street, Suite 120, Salt Lake City, UT 84121, which is also the mailing address of the firm. An additional office of the firm is in Boise, ID. It doesn’t run an office outside of the United States.

You can reach the main office by calling the phone number 801-274-1820 or by fax 801-274-1821. The normal business hours are 9am - 5pm on Monday - Friday. You can find more information about the New York firm at truenorthwealth.com.