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Item1.
Cover Page
Brochure of
(Form ADV Part 2A)
2027 Fourth Street, Suite 203.
Berkeley, CA 94710-1912
Phone: (510)-858-2722
Fax: (510) 323-7500
Email: Shannon@ElmwoodWealth.com
Telephone: (510) 858-2722
www.elmwoodwealth.com
March 19, 2025
This brochure provides information about the qualifications and business practices of Elmwood
Wealth Management, Inc. (“EWM”). If you have any questions about the contents of this brochure,
please contact us at (510) 858-2722, or visit our web site at www.elmwoodwealth.com. The
information in this brochure has not been approved or verified by the United States Securities and
Exchange Commission (SEC) or by any state securities authority.
Additional information about EWM also is available on the SEC’s website at www.adviserinfo.sec.gov.
EWM is registered with the United States Securities and Exchange Commission (SEC). EWM has a
Chief Compliance Officer and strives to maintain a culture of compliance and excellence.
Registration does not infer any particular level of skill or training. We encourage the reader to
carefully scrutinize this document, to directly examine EWM and its operations, and to discuss any
potential business relationship with the reader’s own knowledgeable business advisers and legal
counsel.
Item 2.
Material Changes
In this section, we are discussing only material changes since our last update of our brochure on
March 2024:
• Our phone number was updated in Item 1.
•
•
Item 4 has been amended to reflect our assets under management as of 12/31/2024.
Item 5 has been amended to reflect our updated hourly rates for consulting arrangements.
2
TABLE OF CONTENTS
Item 3.
Table of Contents
Page
ITEM 1. COVER PAGE ................................................................................................................ 1
ITEM 2. MATERIAL CHANGES ................................................................................................ 2
ITEM 3. TABLE OF CONTENTS PAGE .................................................................................... 3
ITEM 4. ADVISORY BUSINESS ................................................................................................ 4
ITEM 5. FEES AND COMPENSATION ..................................................................................... 7
ITEM 6. PERFORMANCE-BASED FEES AND SIDE-BY-SIDE MANAGEMENT .............. 12
ITEM 7. TYPES OF CLIENTS ................................................................................................... 12
ITEM 8. METHODS OF ANALYSIS, INVESTMENT STRATEGIES AND RISK OF
LOSS ................................................................................................................................ 13
ITEM 9. DISCIPLINARY INFORMATION .............................................................................. 21
ITEM 10. OTHER FINANCIAL INDUSTRY ACTIVITIES OR AFFILIATIONS .................. 21
ITEM 11. CODE OF ETHICS, PARTICIPATION, OR INTEREST IN CLIENT
TRANSACTIONS
AND PERSONAL TRADING ........................................................................................ 21
ITEM 12. BROKERAGE PRACTICES ...................................................................................... 23
ITEM 13. REVIEW OF ACCOUNTS......................................................................................... 28
ITEM 14. CLIENT REFERRALS AND OTHER COMPENSATION....................................... 28
ITEM 15. CUSTODY .................................................................................................................. 29
ITEM 16 INVESTMENT DISCRETION ................................................................................... 29
ITEM 17. VOTING CLIENT SECURITIES............................................................................... 30
ITEM 18. FINANCIAL INFORMATION .................................................................................. 31
ITEM 19 ADDITIONAL INFORMATION…………………………………………………………………………………........31
PRIVACY POLICY…………………………………….……………………………………………………………………31
ADV PART 2B………………………………………………………………………………………………………...…….34
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Item 4.
Advisory Business
Founded in 2012, by Robert Gillooly and Shannon Lemon, EWM is a fee-based SEC registered
investment adviser, headquartered in Berkeley, California. EWM is wholly owned and managed by
its principals.
Advisory Services Offered
for
individuals, trust, estates, donor advised funds,
EWM, provides experienced, professional, discretionary, and non-discretionary asset management
and financial planning
foundations,
conservatorships, IRAs, custodial accounts, 529 plans and retirement plans. We tailor and manage
each portfolio according to the client’s individual goals, which reflects the specific financial
objectives, taxability, and guidelines for each client.
We will assist clients in developing financial plans and retirement plans that include cash flow and
budgeting, college planning, retirement planning, asset allocation and investment plans, risk
planning (insurance review), as well as estate planning. Financial planning entails completing a
comprehensive evaluation of a client’s current and future financial state. We gather information on
the following, but may not be limited to:
Income and expenses
Insurance information – Home, Life, Disability, Medical and Long-Term Care
• Assets they own and liability obligations to determine their net worth.
•
• Liabilities related to tax payments or loan obligations.
• Taxes
•
• Estate Planning Documents
These metrics are used along with estimates of asset growth to determine if a person's financial goals
can be met in the future, or what steps need to be taken to ensure they meet their financial goals.
EWM manages equities, balanced, and fixed income accounts. Our investment style uses a total
return philosophy, which means most portfolios have both a growth and income component. We
utilize an open architecture platform, meaning we will utilize a variety of investment strategies
including domestic and foreign equities, domestic and international bonds, and thematic investments
as part of our investing strategy, and are not obligated to use any specific investment or investment
product. We have two service offerings for our clients.
Our Full-Service offering utilizes an actively managed portfolio, with a long-term investment
strategy, and includes on-going financial planning, advice, and advisory meetings. Actively
managed portfolios typically include the use of individual stocks or Exchange Traded Funds
“ETFs” for our domestic equity exposure. Clients utilizing our Full-Service Offering may select
either individual stocks or ETFs for their domestic equity exposure. For the fixed income
allocation, individual bonds and bond funds will be used. Exchange Traded Funds “ETFs” will be used
for other asset classes such as international developed equites, international fixed income, emerging
markets, and thematic investments The combination of these investments will be used to implement
this strategy. We have full discretion as to the timing and investment of the client’s funds.
Our Core Service offering utilizes actively managed portfolios, with a long-term investment strategy.
The Core Service Offering includes financial planning in the first year of the client
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relationship, to validate our asset allocation relative to our client’s financial goals. Year two
and beyond, revised planning and investment advice, along with advisory meetings are not
included in our fee. Core clients that require further advice, advisory meetings and/or additional
financial planning will be charged additional fees for our services. During the quarterly anniversary
start date for each Core Client, EWM will reach out to inquire if the client would like to participate in
updating their financial information in order for EWM to provide updated financial planning reports.
These financial planning reports may require clients to provide EWM updated information in order
to generate meaningful reports. EWM will not provide updated financial planning reports if we deem
the information to be inaccurate or out of date. Core Service portfolios typically include the use
of Exchange Traded Funds (ETFs) as the primary type of investment vehicles used to
implement this overall strategy. The Core Service Investment model l is listed below:
Core Service Investment Offering: The ETF Portfolio is managed by our firm. The Elmwood
Portfolio uses Exchange Traded Funds (ETFs) we select, as the primary type of investment vehicles
used for the equity allocation of the portfolio. In addition, we may also invest in international
developed equities, international fixed income, emerging markets, and thematic investments. A
combination of ETF’s and/or individual stock may be used for these asset classes. A combination of
a cash allocation, and bond funds will be used to implement the fixed income portion of this strategy.
In some instances, individual bonds may also be used. We have full discretion as to the timing and
investment of the client’s funds.
Fixed Income Offering: For our Fixed Income offering, we may use a combination of individual
Government Bonds, Corporate or Municipal State Bonds, Domestic Bond Fund ETFs, and
International Bond Fund ETFs. Depending on the type of account, Qualified or Non-Qualified, and the
client’s tax bracket, will determine the types of bonds purchased for the client.
We understand that each client is unique and with each service model, we are able to tailor our
services to meet the needs of our various clients. We are active communicators, take pride in our high
level of service, and are dedicated to achieving our clients’ goals and objectives.
Fee schedules for both service offerings are detailed under Item 5.
Use of Independent Managers
EWM may select certain Independent Managers to actively manage a portion of its clients’ assets
through EWM’s custodian. The specific terms and conditions under which a client engages an
Independent Manager may be set forth in a separate written agreement with the designated
Independent Manager. In addition to this brochure, clients may also receive the written disclosure
documents of the respective Independent Managers engaged to manage their assets.
EWM evaluates a variety of information about Independent Managers, which includes the
Independent Managers’ public disclosure documents, materials supplied by the Independent
Managers themselves, and other third-party analyses it believes are reputable. To the extent
possible, the Firm seeks to assess the Independent Managers’ investment strategies, past
performance, and risk results in relation to its clients’ individual portfolio allocations and risk
exposure. EWM also takes into consideration each Independent Manager’s management style,
returns, reputation, financial strength, reporting, pricing, and research capabilities, among other
factors.
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EWM continues to provide services relative to the discretionary or non-discretionary selection of the
Independent Managers. On an ongoing basis, the Firm monitors the performance of those accounts
being managed by Independent Managers. EWM seeks to ensure the Independent Managers’
strategies and target allocations remain aligned with its clients’ investment objectives and overall
best interests.
Private Placement Investments
When suitable for clients, typically accredited investors, qualified clients, and/or qualified
purchasers (as those terms are defined by the Securities and Exchange Commission) with limited
liquidity needs only, we may recommend and assist clients in making investments in private funds.
Any private investments will be conducted exclusively via private funds offered and overseen by a
reputable manager with recognizable institutional expertise in the targeted investment area.
These funds are chosen when we believe they may offer some combination of:
• exposure to assets or investment strategies that may be uncorrelated, or less correlated, to
•
the broad publicly traded equity and debt markets
sources of return from the underlying assets themselves or the trading strategy employed
that may be attractive but are otherwise inaccessible, or heavily constrained when offered in
public investment vehicles
To evaluate the relative attractiveness between private investments and publicly traded alternatives,
EWM considers the added risk factors inherent in private investments to determine how to best
implement them for suitable clients within our overall portfolio construction. We will typically
complete some or all of the following analysis, prior to making any initial investment
recommendation, and during the ongoing period that we hold any exposure to that investment:
•
Initial and ongoing due diligence of the manager and the investment offering that may include:
o
o Review of fund subscription materials, audited financials, historical tax reporting
samples, historical investment commentary and other reporting furnished by fund
manager or sponsor
In-person or remote attendance at fund manager or sponsor update calls, webinars, or
meetings
o Fund performance reviews: monthly, quarterly, semi-annual, or annual
o Discussion with other investors and review of third-party sources of due diligence on the
manager and the fund
• Coordinating tax document delivery and ongoing tax planning related to the fund with client CPAs
to monitor any unique income character and ancillary filing requirements resulting from the
private structure itself or the underlying investment activity
• Evaluation and integration of applicable fund liquidity opportunities within the context of, but
not limited to, client goals, objectives, tax situation, need for liquidity, and estate planning
• Discretionary management and handling of all intervening private fund cash flows – including
but not limited to - initial commitments, ongoing capital calls, income/capital distributions,
voluntary/involuntary redemption activity, sequential commitment structuring, target illiquidity
maintenance at the portfolio level
• Awareness and integration of any unique return/risk attributes for each individual fund and the
private fund commitment as a whole with the consolidated portfolio construction and expected
interaction between other clients’ investments
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• Ongoing performance/valuation reporting maintenance for all individual private investments
and the private fund commitment as a whole – fully integrated into the client’s consolidated
performance/risk reporting which covers all public and private investments across the portfolio
Pontera
EWM uses a third-party platform to facilitate management of held away assets such as defined
contribution plan participant accounts, with discretion. The platform allows EWM to avoid being
considered to have custody of Client funds since EWM does not have direct access to Client log-in
credentials to affect trades. EWM is not affiliated with the platform in any way and receives no
compensation from them for using their platform. A link will be provided to the Client allowing them
to connect an account(s) to the platform. Once Client account(s) is connected to the platform, EWM
will review the current account allocations. When deemed necessary, EWM will rebalance the
account considering client investment goals and risk tolerance, and any change in allocations will
consider current economic and market trends. The goal is to improve account performance over time,
minimize loss during difficult markets, and manage internal fees that harm account performance.
Client account(s) will be reviewed at least quarterly, and allocation changes will be made as deemed
necessary.
Client Imposed Restrictions
Clients may impose restrictions on investing in certain securities or types of securities, in accordance
with their values or beliefs. We request that such guidance be focused, and specific, as broad
investment restrictions can be subjective.
Wrap Fee Programs
EWM does not participate in any wrap fee programs currently.
Assets Under Management (AUM)
As of December 31, 2024, EWM had approximately $333,630,737 in assets under management
“AUM”. Employee accounts are included in our assets under management calculation. The
breakdown of assets under management is as follows:
Discretionary AUM
Non-Discretionary AUM
$333,630,737
$0
EWM will manage accounts on a discretionary basis and a non-discretionary basis.
Item 5.
Fees and Compensation
We have three primary service models and the following fee schedules detail each respective service
offerings.
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FULL-SERVICE OFFERING
Fee Rate Per
Annum*
Amounts up to
$ 2,000,000
1.00%
Amounts in excess of
and up to
$ 2,000,001
$ 5,000,000
0.80%
0.50%
Amounts in excess of
but less than
$ 5,000,001
$10,000,000
Amounts in excess of
$10,000,000
Subject to Negotiation
*$7,500 Minimum Annual
Fee
In the first year, a one-year annual minimum
commitment applies.
Fees are calculated using the percentage rates detailed in your client agreement and are based on the
market value of the assets held in your account as of a specified date or the last business day of each
quarter. Fees are billed quarterly in advance. EWM bills the greater of either the minimum fee, $1,875
quarterly, or based upon the fee schedule calculation using the market value of the assets held in your
account. The greater of the two fee calculations is billed quarterly. The annual minimum fee for
our Full-Service Offering is $7,500. If a client terminates their account before the end of the
first year, the client is still responsible for the payment of the minimum annual fee. In the first
year, EWM wealth managers and staff spend a disproportionate amount of time and resources
on-boarding the client, completing their financial plan, and executing their investment
strategy.
The fee schedule above is inclusive of active investment management, ongoing financial
planning services, advice, and advisor meetings.
The minimum assets under management accepted for this service is $750,000.
CORE SERVICE OFFERING Fee Schedule Fee Rate Per
Annum
Year 1
$0-2,000,000
0.75%
0.60%
$2,000,001-
$5,000,000
$5,000,001 +
0.40%
1 Year Minimum Agreement. Annual fee
is $4,000 or greater based on the
managed account assets per the tiered fee
schedule.
Year 2 and Forward
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Above referenced fee schedule applies for
Year 2 and forward. Annual fee of $4,000
or greater, based on the managed account
assets. Additional hourly rates apply for
financial planning and scheduled
meetings. See below.
Hourly Rates*
Financial Planning, Advisor
Meetings and Ongoing Advice
Rates
Advisor’s Hourly Rate*
Staff Hourly Rate*
$225
$95 *Subject to Change
Accounts above $10,000,000 subject
to negotiation.
Fees are billed quarterly in advance. The first-year annual minimum fee is $4,000 or greater
based on the assets managed. The greater of the two fee calculations will be billed quarterly.
EWM bills the greater of either the minimum fee, $1,000 quarterly, or based upon the fee
schedule calculation using the market value of the assets held in your account. The annual
minimum fee for our Core Service Offering is $4,000. In the first year, EWM wealth managers
and staff spend a disproportionate amount of time and resources on-boarding the client,
completing their financial plan, and executing their investment strategy.
The first-year fee schedule above includes financial planning services and advisor meetings.
Year two and beyond, financial planning is on demand, additional financial advice and
scheduled meetings will incur an additional hourly charge if utilized. Hourly charges are $225
for Professional time per hour and $95 per hour for Staff time.
The minimum assets under management accepted for this service is $500,000.
FIXED INCOME OFFERING
Fee Rate Per
Annum
Minimum Account Size $500,000
0.50% fee per annum with a
minimum annual fee of $2,500.
Fixed income offering does not include financial planning.
Independent Managers
In addition to the advisory fee, payable to us, if any portion of the Managed Account assets are
managed by an Independent Manager, you agree to pay, in addition to our advisory fee with respect
to such assets, the management fees, platform fees, and other fees and expenses imposed by the
Independent Manager(s). The Independent Manager will withdraw their own fee from your managed
account, which will be paid by you in addition to EWM’s fee. Independent Managers’ fees typically
range from 0.20% to 1.75% epending on the strategy, instruments used, trade costs, and other factors
related to each Independent Manager.
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EWM’s fee and the Independent Manager fee are separate and distinct. Fees are typically debited by
the custodial institution. The Independent Manager and EWM each receive their portion of the fee
from the custodial institution.
The fee charged by Independent Managers is set by those Independent Managers. EWM has very
limited ability to negotiate fees with Independent Managers.
It is important that clients understand their overall fee and how much is paid to the Independent
Manager and how much is paid to EWM. For example, if the client’s total fee for EWM’s services is
1%, and the Independent Manager’s fee is 0.20%, that means the fee withdrawn will be 1.2%. The
Independent Manager will retain their 0.20% fee, and EWM will withdawl our 1%. This presents a
conflict of interest and EWM may have an incentive to recommend one Independent Manager over
another. Clients are encouraged to ask questions regarding their fees, conflicts of interest, investment
options, and services provided by each party being paid.
Pontera
When advising individuals on employee benefit plans pursuant to ERISA, EWM will utilize a
platform called Pontera. Pontera will directly charge EWM .25% AUM quarterly in advance. EWM
will pay this charge out of Client’s pre-existing advisory fee. For example, if Client’s negotiated
advisory fee is 1.00% annually, Client will be charged 1.00% AUM by EWM based on the assets held
on the Pontera platform, and EWM will submit .25% AUM of the assets held on the Pontera
Platform to Pontera, retaining 0.75% of these assets for EWM.
The asset-based advisory fee payable for any qualified account (as defined below in Item 15,
Custody) will be deducted directly from one of your other custodian/broker-dealer accounts. If
there are insufficient funds available in another account or if EWM believes that deducting the fee
from another account would be prohibited by applicable law, EWM will invoice you. Invoices must
be paid within thirty (30) days of receipt. In the event you terminate EWM’s advisory agreement, all
prepaid advisory fees will be returned to you on a pro rata basis determined by the number of days
remaining in the quarter of termination.
BILLING DETAILS
Fees may vary or be subject to negotiation if account circumstances or the services provided differ
from our service models. Depending on the relationship, multiple portfolios with a common interest
may be combined as one for billing purposes. EWM reserves the right to waive the minimum fee
requirements.
Fees are payable quarterly, in advance, based on the portfolio’s market value, or minimum fee if
applicable, on the last business day of the preceding calendar quarter, or calendar year, as negotiated.
You may authorize the custodian of your account to have EWM’s fees deducted directly from the
custody account, or you may choose to pay fees directly to EWM via a check.
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Clients pay an investment management fee to EWM based on the total amount of assets under
management, which may include cash/money market investments, exchange traded funds, closed-
or open-end mutual funds and other pooled investment vehicles. These types of investments also
charge management fees.
Example of Fee Calculations
Full-Service Fee at 1.00%
Market Value of the account $750,000 as of the last business day of the quarter (03/31, 06/30, 09/30 &
12/31)
Fee Rate 1.00% per annum
$750,000 x 1.00% = $7,500
$7,500 divided by 4 = $1,875 (Quarterly Minimum Fee was met)
Quarterly Fee Billed $1,875
Core Service Fee Calculation at 0.75%
Market Value of the account $300,000 as of the last business day of the quarter (03/31, 06/30, 09/30 &
12/31)
Fee Rate 0.75% per annum
$500,000 x 0.75% = $3,750
$3,750 divided by 4 = $937.50 (Quarterly Minimum not met)
Quarterly Minimum $1,000
Quarterly Fee $937.50 + $62.50 = $1,000
Quarterly Fee Billed $1,000
Fees are rounded up or down to the nearest dollar in the quarterly billing invoice.
Lower fees for comparable services may be available from other sources but EWM believes all fees
detailed are competitive based on the level of service and products provided to our clients.
REFUNDS
EWM’s contract may be terminated at any time on 30 days’ written notice and without penalty by
either EWM or the client after the first year. If a client terminates their account before their annual
commitment is complete, the client is still responsible for payment of the minimum annual fee. In
year two and beyond, EWM will prorate the management fee in either case, based on the number of
days the contract was in effect during the quarter. EWM will issue a refund either in the form of a
check to the address of record, or credit the custody account the management fee was originally
debited from. See example below of refund calculation:
$2,500 Fee Billed in Advance
Days in Quarter 92
EWM manages 45 days
Daily rate $27.17 ($2,500/92)
Pro-Rated Fee Calculation 45 days multiplied by $27.17 = $1,222.65.
$2,500 minus $1,222.65 for a refund of $1,277.35
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CONSULTING FEES
On occasion, individuals who are NOT wealth management clients of EWM will request financial
planning or consulting services. For these situations, we provide hourly consultative financial
planning services that may be a one-time service or periodic planning services on an annual
basis. The fee for a comprehensive one-time financial plan is $3,000-$5,000. Hourly service charges
apply only after EWM has completed a comprehensive one-time financial plan and EWM has the
required data in our software. For updates or changes, our hourly rate is $225 for Professional
Adviser’s Rates and $95 for Staff Rates. Rates are subject to change.
OTHER FEES
In addition to the management fees described above, clients may incur custody fees, commissions,
brokerage, and other transaction costs as described in Item 12 below. These are fees that EWM does
not receive and are fees associated with the custody of your account(s).
EWM will refer clients to other professionals/service providers when appropriate for estate
planning, tax planning and preparation, insurance policies, accounting, and bookkeeping. The fees
charged by such professionals/service providers will vary and will be based on the complexity of the
client needs and situation. EWM will not receive additional compensation from third parties for
client referrals for the services mentioned or any additional services that are recommended.
EWM does not receives any compensation for the sale of securities or other investment products,
including revenue from asset-based distribution fees from the sale of a mutual funds. Elmwood is
compensated solely through our advisory fees only, detailed in our Fees and Compensation
section- Item 5.
Overall EWM strives to keep client fees to a minimum.
Item 6.
Performance-Based Fees and Side-By-Side Management
EWM does not charge (nor has it ever charged) performance-based fees to our clients.
As described in Item 5 above, investment management fee schedules may vary from client to client,
depending on the service model and account circumstances. EWM’s fees also vary by account size.
Thus, there are potential conflicts of interest over a wealth manager’s time devoted to managing any
one account and allocating investment opportunities among its accounts. Furthermore, we may give
advice and take action with respect to a particular client that differs from advice given or the timing
or nature of action taken with respect to any other client.
Our policy, to the extent practicable, is to allocate investment opportunities over a period of time in
a manner that is generally fair and equitable to all of our clients.
Item 7.
Types of Clients
EWM may work with individuals, families, trusts, estates, conservatorships, foundations, retirement
plans, 529 plans, donor advised funds, pension, and profit-sharing plans.
In general, EWM manages fully discretionary accounts with minimum annual fees that apply.
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For our Full-Service Offering, clients are required to have a combined minimum of assets under
management of $750,000 or above.
For our Core Service Offering, clients are required to have a combined minimum asset under
management of $500,000 or above.
EWM provides fixed income investment management with a minimum account size of $500,000,
also with a $2,500 minimum annual fee.
We reserve the right to change any minimum asset and fee requirements.
Item 8.
Methods of Analysis, Investment Strategies and Risk of Loss
EWM’s investment decision-making process begins with financial planning and the client’s asset
allocation. An appropriate portfolio of stocks, bonds, thematic investments, real estate, and cash are
all carefully considered after reviewing a number of fundamental and technical factors. Other
considerations taken into account are the economic outlook and risks, particularly as they relate to
current expectations, the buying power available to fuel an expected shift between market sectors,
and the relative attractiveness of other uses of client funds. On an on-going basis, we consider the
risk/reward potential of each security or strategy and determine an appropriate asset allocation for
each portfolio objective.
Equity Methodology
EWM makes equity decisions on a team basis. Depending on the client and their overall goals and
beliefs, we employ the use of individual equity security selection, and/or exchange traded funds
“ETFs”, with a conceptual or thematic approach whenever possible. We formulate a thematic trend
in the marketplace, considering longer term social and economic changes, and the companies and
sectors of the market that are most likely to benefit from those changes. Once we identify attractive
themes and trends, we analyze potential investments using fundamental, technical, and quantitative
techniques. Information from a variety of sources, including quantitative screens, direct company
contact, industry sources and Wall Street research aids our research effort. Specific buy criteria
include how well a company fits our sector/theme preferences, its growth outlook, balance sheet
analysis, a variety of valuation measures, and the quality of its management.
EWM’s investment decision makers meet to review portfolio holdings, financial market conditions,
potential buy candidates and potential sells. We will consider selling any company that has reached
our price target, has had any fundamental deterioration, or has underperformed on a price basis.
Equity holdings include U.S. and foreign companies (generally ADR) and are diversified, with a typical
portfolio containing 40 to 50 equity securities positions. As long-term investors, the average equity
holding period is usually approximately three years (average annual turnover of 35%).
Equity surrogates, domestic and international, and emerging markets include ETFs, and,
occasionally, mutual funds. In choosing an ETF, we look for a fund that represents an asset class or a
sector that we have chosen to invest in. We will review the track record to determine if it has
performed as expected, as well as look at the ETF’s expenses, tax efficiency and the liquidity of the
fund. All things being equal, we will generally choose to invest in the ETF with the lowest fees and
the higher daily trading volume to reduce the impact of fees.
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If we choose to invest in a mutual fund, we will look at the experience and the track record of the fund
and the manager in an attempt to determine if that manager has demonstrated an above average
ability to invest over a meaningful time frame and across various economic conditions. Beyond
performance, we also look at the size of the mutual fund, the fees and expenses, as well as the tax
efficiency of the fund.
Each client’s portfolio is individually managed and monitored on an ongoing basis and is formally
reviewed quarterly.
Fixed Income Methodology
Our approach to fixed income is both basic and conservative. We strive to eliminate as much credit
and interest rate risk that is feasible. We accomplish this through a well-diversified bond portfolio
that typically includes staggered maturities from one to twelve years. We believe this type of
structure will perform well in most credit and interest rate environments.
The type of bonds in EWM’s portfolios depends on the relative attractiveness of each sector of the
bond market and the taxability of each client. Our fixed income investments include U.S. Treasury
securities, government agency bonds, corporate issues, and both tax-exempt and taxable municipal
bonds, bond fund ETFs and international bond fund ETFs. We perform research on the
creditworthiness of bond issuers and on the fair value of bonds relative to their credit quality.
Another important factor in achieving favorable fixed income performance is obtaining the best price
when buying or selling a bond. Tax-exempt municipal bonds, for example, typically trade
infrequently, with varying prices available for the same bond. Through our relationships with
multiple fixed-income broker-dealers, we have access to a range of bond inventories, bond research,
and trading. Because EWM does not receive trading commissions or hold any inventories of bonds,
we have no financial incentive to steer clients toward any one particular issue.
We believe financial planning goes hand in hand with asset allocation and portfolio implementation;
therefore, we prefer to begin our working relationship by preparing a financial plan, however, not all
clients are obligated or will be required to use our financial planning services. Implementation of
financial plan recommendations is entirely at the client’s discretion. Our recommendations for
insurance, estate planning and tax planning will be broad in nature as we are not attorneys, CPAs, or
tax preparers, or licensed to sell insurance.
General Risk of Loss Statement
Before entering into an agreement with EWM, you should carefully consider:
1. That investing in securities involves risk of loss that you should be prepared to bear.
2. That securities markets experience varying degrees of volatility.
3. That over time the value of your assets may fluctuate and at any time may be worth more or
less than the amount you invested; and
4. Committing to EWM’s management only those assets that you believe you will not need for
current purposes and that can be invested on a long‐term basis, usually a minimum of three
to five years.
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Risk of Loss
Risk management is crucial to every aspect of the investing challenge. We address risk on five levels:
1. Fundamental Philosophy.
2. Advisory Firm Structure and Decision Making.
3. Information Systems and Data Sources.
4. Portfolio Management; and
5. Individual Positions.
Fundamental Philosophy
The first level of risk occurs in relation to an advisory firm’s fundamental approach to investing. At
this level, risks may include:
1. Conflict of Interest – The risk that the firm will put its own interests ahead of client interests.
2. Unjustified Aggressiveness – The risk that the investment team will stretch for high returns
without proper regard for accompanying risks, thereby failing to adequately protect against
losses.
3. Principal Risk – The risk of a reduction in value of currently held investment assets.
4. Opportunity Risk – The risk of missing an opportunity to profit from a prospective
investment.
At EWM, client well-being and capital preservation are primary objectives. Therefore, we approach
the business with these fundamental convictions:
1. Client interests come first as we are fiduciaries to all of our clients.
2. When we provide investment advice to you regarding your retirement plan account or
individual retirement account, we are fiduciaries within the meaning of Title I of the
Employee Retirement Income Security Act and/or the Internal Revenue Code, as
applicable, which are laws governing retirement accounts. The way we make money
creates some conflicts with your interests, so we operate under a special rule that requires
us to act in your best interest and not put our interests ahead of yours.
Under this special rule’s provisions, we must:
• Meet a professional standard of care when making investment recommendations (give
prudent advice);
• Never put our financial interests ahead of yours when making recommendations (give
loyal advice);
• Avoid misleading statements about conflicts of interest, fees, and investments;
• Follow policies and procedures designed to ensure that we give advice that is in your
best interest;
• Charge no more than is reasonable for our services; and
• Give you basic information about conflicts of interest.
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3. Portfolio losses carry more impact than portfolio gains. Therefore, principal risk outweighs
opportunity risk.
The following conclusions stem from those fundamental convictions:
1. Be fair; client interests come before the interests of the firm.
2. Be honest; integrity and transparency are essential at all times.
3. Be cautious; in investing, you win by not losing.
4. Be mindful; if you don’t understand it, don’t invest in it.
5. Always consider the downside; avoid unnecessary risk.
6. Diversify; seek low correlation and long-term growth potential.
7. Dig in carefully; pay particular attention to the people behind the investments.
8. Do not cut corners, control stems from knowledge and discipline.
9. Be consistent; due diligence is a never-ending process.
10. Don’t take imprudent chances; excess spending & leverage amplify problems.
11. Always seek underlying value; investment cushions provide protection.
Advisory Firm Structure
The second level of investment risk relates to the inner workings of an advisory firm. At this level,
risks may include:
1. Control Risk – The risk of losses due to fraud and/or operational negligence.
2. Incentive Risk – The risk of losses due to a divergence of interest between clients and the
investment team that makes decisions or recommendations.
EWM addresses Control Risk from several directions, including:
1. Financial and Workflow Controls – We structurally separate EWM’s investment activities
from its operational activities. This enables us to implement cross-checking, signature
régimes, and other controls that foster ongoing security and simplicity.
2. HR Controls – We employ a policy of reference and background checking with staff members.
We maintain transparent compensation plans that encourage alignment of interests. We also
implement cross-training, process reviews and other workflow controls to insure stable
execution.
3. Compliance Controls – We maintain compliance controls, which are also good for business
because they impose an additional layer of protection and transparency.
To avoid Incentive Risk, EWM employs a simple, consistent, and transparent fee structure. One
hundred percent of EWM’s fees are derived from our advisory services. We do not receive financial
remuneration from any custodian or other third-party service provider, thus avoiding or creating
incentive for our investment team to recommend investments or services that are not in the best
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interests of our clients. We do not receive performance fees, further avoiding incentive to make
imprudent investments to chase high returns.
Information Systems and Data Sources
The third level of risk involves the quality and reliability of the systems and research data employed
by an advisory firm. EWM maintains five primary system types:
1. Investment Analytics.
2. Investment Accounting and Reporting.
3. Client Relationship Management.
4. Operations and Compliance; and
5. Data Backup and Business Continuity.
EWM has invested and continues to invest significant resources to ensure that the firm’s systems and
data sources are effective, stable, accurate and insightful. Given the resources that EWM has invested
in technology and the firm’s software systems, EWM principals and employees can work remotely
when required while maintaining a high level of service to our clients. EWM can access all of our
business and client files and software systems online, which enables us to provide our clients with
uninterrupted financial planning, investment management and operational assistance from either
our formal place of business or remotely from our home offices. Our online systems allow us to meet
with clients via video or conference calls when meeting in person is not an option.
Online Security
We use third party vendors for the information we gather for our financial planning and the services
related to establishing your account(s) with EWM. The service providers we may use to collect data
include Zeplyn AI, Redtail Speak, eMoney, and Precise FP, which are utilized to link information to
EWM’s systems. It is important to understand that access to any Third-Party Service Provider
Websites require using an up-to-date version of third-party web browser (such as Microsoft Internet
Explorer, Firefox, Chrome, or Safari) that is compatible with industry standard encryption, as the
websites are designed to protect your communications through server authentication and data
encryption. EWM takes reasonable measures to evaluate the Third-Party Service Providers used.
EWM wants to ensure the security of the information you provide through their software meets
industry standards. The risks are as follows:
1. No security system is foolproof and EWM cannot guarantee that such security systems will
be completely secure.
2. You acknowledge responsibility to review the Terms of Use and Security Disclosures for each
website and in doing so you will not hold EWM responsible for any damages or losses arising
from any use of any Third-Party Service Provider’s websites.
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3. You acknowledge that the internet is not a secure network and that communications
transmitted over the Internet may be accessed by unauthorized or unintended third
parties. Due to security risks, you agree not to send any sensitive information, such as
account statements with personal information (account numbers, birth dates, etc.) in
an unencrypted e-mail.
4. EWM provides each client with a client portal to securely upload and store documents.
In addition, clients can utilize or request a secure link to upload documents to share
with EWM.
Portfolio Management
The fourth level of risk involves the quality and stability of individual portfolios. Four risk factors
merit attention:
1. Portfolio Construction Risk – The risk that the performance characteristics of an investment
portfolio will not accurately reflect the client’s willingness and/or ability to tolerate losses.
2. Concentration Risk – The risk that a single investment or group of investments can have a
disproportionately negative impact on the value of the portfolio.
3. Operational Risk – The risk that mistakes in day-to-day portfolio execution could reduce
gains or generate losses.
4. Decision Risk – The risk that decisions related to strategy, tactics, or other factors could
generate losses in the portfolio.
We address Portfolio Construction Risk through an individually prepared investment roadmap that
culminates in the creation of a unique set of Guidelines and Objectives for each client. The Guidelines
and Objectives Statement is a clear and simple document that specifies the risk/reward tradeoffs and
resulting performance characteristics that we and the client would expect the portfolio to deliver.
We attempt to spread risk across a prudent number of opportunities to reduce Concentration Risk
through diversification. The objective is to protect the portfolio from the possibility that a single
investment or concentrated group of investments can generate substantial losses that will
disproportionately bring down the value of the portfolio.
EWM manages Operational Risk by applying processes, checkpoints, and information systems to
almost everything we do. When a process is in place and tracked appropriately, we can measure its
effectiveness. When an exception arises, we can resolve it quickly.
To control Decision Risk, EWM uses a team approach to all of our major investment decisions,
including economic overview, market outlook, industry concentration and security selection. At
research meetings, input and feedback is encouraged. This process is intended to provide thoughtful
checks and balances that can reduce the risk of fundamental mistakes.
Individual Investment Positions
The fifth level of risk involves the value and performance characteristics of individual investment
positions. Several factors come into play at this level, including:
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1. Market Risk – The risk that the underlying market for a certain asset class or geography will
suffer a negative impact stemming from an economic shock, a temporary supply/demand
situation, or other dynamic. When this happens, individual positions can drop in value, even
if the inherent health and performance of the underlying company or commodity remains
strong. Market risk applies to all asset types, classes, and strategies.
2. Security Selection Risk – the risk that the individual company, financial characteristic or
physical attribute that drives the inherent value of a security will fail to perform or manifest
as expected, thereby reducing the price of that security. As with market risk, security
selection risk applies across all asset types, classes, and strategies.
3. Default Risk – The risk that a borrower will fail to repay the debt that underlies a security,
thereby depriving the owner of expected cash flows. Default risk applies particularly to fixed
income investments, including loans, bonds, certificates of deposit, and debt-related
derivative instruments.
4. Yield Risk – The risk that the rate of interest or level of dividends delivered by a security fall
short of expectations, either through floating rate moves, management’s decision making or
debt restructuring. Yield risk applies specifically to fixed income investments, but owners of
certain equity-based securities, including public stocks, master limited partnerships (MLP’s),
and real estate investment trusts (REIT’s) also have exposure.
5. Pre-payment Risk – The risk that issuers of a fixed income security prepay the underlying
debt in order to refinance at a lower interest rate, thereby depriving the holder of the
expected cash flows at the higher rate of interest.
6. Taxation Risk – The risk that the performance characteristics of an individual investment
will result in high degree of taxation by various government agencies.
7. Counter-Party and Custodial Risk – The risk that one or more of the institutions that
contractually agree to protect an asset or fulfill a derivative obligation will fail to live up to
their commitment, thereby reducing or eliminating the value of an individual security.
8. Private Placement Risk – For the private placement securities portion of a client’s portfolio,
we employ a number of different means and accesses multiple outside resources to provide
for an appropriate level of due diligence in identifying various private placement and direct
participation investment offerings that may be recommended to our clients. This may include
sponsor financial reviews, attendance at sponsor provided due diligence meetings,
attendance at industry sponsored due diligence conferences, access and review of third-party
due diligence and review summaries, the hiring of our own due diligence counsel and review,
consulting with other industry professionals as well as industry specialists. The due diligence
process is ongoing and continual and may include the gathering of available information, such
as; marketing materials, audited financial reports sponsor and investment entity operating
statements, profit and loss statements, balance sheets, offering memorandums, subscription
agreements, annual reports, industry outlook reports, economic studies, and others.
9. Liquidity Risk – Is the ability to readily convert an investment into cash to prevent a loss,
realize an anticipated profit, or otherwise transfer funds out of the particular investment.
Generally, investments are more liquid if the investment has an established market of
purchasers and sellers, such as a stock or bond listed on a national securities exchange.
Conversely, investments that do not have an established market of purchasers and sellers
may be considered illiquid. Your investment in illiquid investments may be for an indefinite
time, because of the lack of purchasers willing to convert your investment to cash or other
assets.
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10. Buffer ETFs – A type of structured product investment seeks to provide investors with the
upside of the underlying index, market benchmark or assets returns (generally up to a capped
percentage stated in the ETFs prospectus and prospectus supplement) while also providing
downside protection on the first predetermined percentage of losses. Similar to other ETFs,
a buffer ETF will be designed to track a stated index, market benchmark, or asset. However,
the buffer ETF will also use a portfolio of options and derivatives in order to achieve the
stated capped return (“cap”) and limitation of losses (“buffer”).
Most buffer ETFs have a stated outcome or holding period (typically a 3 month or 12-month
period), in order to realize the benefits of the hedge or limitation on losses. These limited
outcome periods or holding periods mean that only those investors who purchase at the
beginning of the outcome period (e.g., on the first date of rebalancing) and hold the ETF
throughout the entire outcome period will be provided with the level of return/protection
stated by the prospectus. Investors who invest in these ETFs at any time after the beginning
of the outcome or holding period or who liquidate their investments in these ETFs before the
end of the holding or outcome period, will receive different caps and buffers on gains and
losses than those stated in the ETF prospectus or prospectus supplement. Fund sponsors
often post the anticipated cap on returns, buffers, and days remaining in the outcome period
on the funds’ websites. The updated caps, buffers, and days remaining should be considered
and analyzed by an investor before investing in the buffer ETF at any time other than the
beginning of the outcome period and should further be reviewed prior to liquidating any
investment in such ETFs prior to the conclusion of the applicable holding or outcome period.
At the end of an outcome period, the buffer ETF will roll into a new set of option contracts
with the same buffer level and term length, but a new upside cap. This upside cap may be
higher or lower than the preceding period and will depend on market conditions at the time.
Additionally, the expenses associated with the new options contracts may impact the
expenses of the ETF, which could impact returns to investors who hold these ETFs through
multiple outcome periods.
Investors should understand that buffer ETFs are complex products with complicated and
layered strategies. There are unique risks and considerations that investors must understand
and accept before purchasing a buffer ETF. Investors should consider the following
implications before purchasing a buffer ETF:
•
Exposure to the index is likely limited to price returns. Dividends and income are
not included.
•
• Downside protection is not eliminated and is only “buffered”. Accordingly, if a given
buffer ETF has a stated buffer of 10% and the underlying reference index falls 25%
during the outcome period, that investor will experience a roughly 15% loss. This
loss will be further increased once management fees are subtracted from the
portfolio.
The buffer ETFs upside return is capped. Investors will not be compensated if the
underlying reference index experiences a higher return that the stated cap. This cap
is established to offset the costs of purchasing options to create the downside
buffer, therefore the cap and buffer are inversely related. Thus, if investors require
more downside protection, the trade-off is a lower upside cap (meaning a lower
upside return). Conversely, if an investor requires a higher upside return it will
result in less downside protection.
• Due to the strategies employed these funds will generally exhibit a greater potential
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•
•
for loss than the potential for gain. In other words, by capping the upside, investors
miss out on gains that exceed the upside cap, but they still participate in all
downside losses beyond the stated buffer.
Because these buffer ETFs trade in options that are volatile in price, investors who
invest in these ETFs beyond the initial holding or outcome period may experience
losses due to the price fluctuations in the trading of options contracts at the start of
the new holding period. It is therefore not recommended to hold these investments
beyond the stated outcome or holding period.
Investors should also be aware that in addition to these risks unique to buffer ETFs,
these products also face the same general risks associated with any ETF product.
Please see the “ETF Risks, including Net Asset Valuations and Tracking Error”
paragraph in this section above for more information regarding risks associated
with ETFs.
11. Covered Call Risk - When writing covered call options, there can be times when the
underlying stock is “called” (call option contract exercised or assigned) by the investor that
purchased the call option. When this happens, the client would be required to sell the
underlying security to the investor, calling the stock at the pre-determined (exercise) price.
This could result in a loss to the client depending on the purchase price of the security.
EWM has disclosed all conflicts of interest.
Item 9.
Disciplinary Information
Neither EWM nor any of its key staff have been involved in disciplinary events that are in any way
material to a client’s or prospective client’s evaluation of this advisory business or the integrity of
our management.
Item 10.
Other Financial Industry Activities or Affiliations
EWM is not a broker-dealer and nor are the principals of EWM registered representatives of a broker-
dealer. Neither EWM nor any of its key staff is registered as a futures commission merchant,
commodity pool operator or a commodity trading adviser.
EWM may at times utilize outside management platforms and select managers and strategists on
those platforms. For more information, see Items 4 and 5 of this brochure.
Item 11.
Code of Ethics, Participation or Interest in Client Transactions and Personal
Trading
EWM has adopted and implemented a formal Code of Ethics that addresses the following areas:
General Principals, Employee Trading, Insider Trading, Prohibition of Manipulative Practices and
Gifts. Principals and key related persons also follow the Code of Ethics based on the principals of the
CFA and CFP® Board of Standards.
EWM will provide you with a copy of EWM’s Code of Ethics on request and without charge. General
Principles of our Code of Ethics:
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The principals of EWM have committed the firm and its employees to conduct themselves with
honesty, integrity, and professionalism at all times. Following are the general principles to which we
and all of our employees are expected to adhere:
• Place client interests first.
• Conduct all personal securities transactions in a manner consistent with the Code of Ethics.
Avoid conflicts of interest or abuse of an employee’s position of trust and responsibility.
• Keep information concerning the identities, security holdings and financial circumstances of
the client in strict confidence.
• Remain independent. Independence in the investment decision-making process is
paramount – uninfluenced and focused on our clients’ best interests.
These general principles govern all conduct, whether or not such conduct is also covered by specific
standards and procedures set forth in our employee compliance manual.
Failure to comply with EWM’s Code of Ethics may result in employee disciplinary action, including
but not limited to termination. Our employees must promptly report violations of the Code of Ethics
or compliance procedures to EWM’s Chief Executive Officer or Chief Compliance Officer.
Employee Trading
As part of our compliance program, we have adopted policies and procedures that impose conditions
and restrictions on securities transactions for the direct accounts of our employees and other such
accounts in which our employees have a direct or indirect beneficial interest. These policies are based
on legal, regulatory, professional, and ethical considerations. Such policies and procedures are
designed to prevent, among other things, any improper or abusive conduct by our employees
whenever any potential conflict of interest may exist with respect to any EWM client. Trading by
EWM employees does not affect the markets, and clients of the firm always receive preferential
treatment. EWM employees may buy or sell the same securities for their own (or the related person's
own) account, that EWM may buy or sell in our client accounts. To avoid the potential conflict of
interest, EWM employees may not purchase or sell the security on the same day as we may buy or
sell the security in a client account. EWM employees are allowed to buy or sell the security, as long
as it has not been traded in a client account.
Insider Trading
EWM has adopted and implements a strict policy against misusing material non-public information.
EWM employees are required to read, understand and annually sign EWM’s Insider Trading Policy.
Prohibition of Manipulative Practices
These prohibitions against manipulative trading practices mean that no employee should, alone or
with others, for either a client account or a proprietary account, engage in trading or apparent trading
activity in a security for the purpose of:
1. Inducing the purchase or sale of such security by others; or
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2. Causing the price of a security to move up or down, and then taking advantage of such
price movement by buying or selling the security at the “artificial” price.
Gifts
EWM’s employees (and their spouses and relatives) may not accept or offer inappropriate gifts,
favors, entertainment, special accommodations or other things of material value that would influence
the employees’ decision making or make them feel beholden to a person or firm.
Item 12.
Brokerage Practices and Broker Selection
EWM does not maintain custody of assets that we manage, although we may be deemed to have
custody of your assets solely based on the deduction of our management fees from your account(s).
Your assets must be maintained in an account at a “qualified custodian,” generally a broker-dealer
or bank. We recommend that our clients use Charles Schwab & Co., Inc. (Schwab), a FINRA-
registered broker-dealer, member SIPC, as the qualified custodian. We are independently owned
and operated, and not affiliated with Schwab. Schwab will hold your assets in a brokerage account
and buy and sell securities when we instruct them to. While we recommend/request that you use
Schwab as custodian/broker, you will decide whether to do so and open your account with Schwab
by entering into an account agreement directly with them. If you do not wish to place your assets
with Schwab, it makes your account more difficult for us to manage operationally, as it requires
additional time dedicated to trading and reconciling accounts with various custodians. EWM
prefers to focus the majority of our time on managing and servicing our clients. By using Schwab as
our primary custodian, it creates operational efficiency for our firm. Not all advisors require their
clients to use a specific broker-dealer or other custodian selected by the advisor.
Portfolio transactions for your account are executed though a broker-dealer and many clients leave
the selection of broker-dealers to EWM, although a client may reserve the authority to direct the use
of a specific broker-dealer to execute all or a portion of the client’s portfolio transactions. In the
absence of a client-designated broker of record, EWM has complete discretion to select the brokers
to be used and the commission rates to be paid.
In selecting a broker for any transaction or series of transactions, we may consider several factors,
including the following:
•
•
•
combination of transaction execution services along with asset custody services
(generally without a separate fee for custody)
capability to execute, clear and settle trades (buy and sell securities for your account)
capabilities to facilitate transfers and payments to and from accounts (wire transfers,
check requests, bill payment, etc.)
• breadth of investment products made available (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 them
reputation, financial strength, and stability of the provider
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their prior service to us and our other clients
•
• operational efficiency for our firm
•
availability of other products and services that benefit us, as discussed below (see
“Products and Services Available to Us from Schwab”)
If you choose to designate a broker of record, a majority or all your transactions will be affected
through that broker and his or her brokerage firm. If you make this choice, you should understand
that EWM’s advisory service does not include the negotiation of account fees or commission rates.
In October of 2019, Schwab announced that the firm was eliminating commissions for online trading
in U.S. stocks, exchange-traded funds and options. Most of the discount brokerage firms provide
commission free trading for U.S. stocks and Exchange Traded Funds. If you choose a full-service
broker, you may, if you desire, negotiate commission rates with the broker or other representatives
of the brokerage firm designated by you. The factors involved in such negotiation may include the
size of your brokerage account, the brokerage firm’s policy, and other factors. You should further
understand that unless you have negotiated a lower rate, you should expect that the designated
brokerage firm will charge commissions based on the brokerage firm’s established non-discounted
commission schedule.
Commissions charged on designated broker accounts are subject to the direct negotiation between
you and the broker. In the absence of direct negotiations between you and the broker, we reserve the
right to try to lower the fees and/or commissions charged, depending on the size or number of trades
for the account, and the number and range of supplemental services that the broker may be providing
to your account. Moreover, you should understand that fees or commissions may vary from client to
client as the result of the application of a prior fee schedule, depending on your account inception
date.
Charles Schwab Relationship
Schwab Advisor Services (formerly called Schwab Institutional) is Schwab’s business serving
independent investment advisory firms like EWM. Through Schwab Advisor Services, Schwab
provides us and our clients, both those enrolled in the Program and our clients not enrolled in the
Program, with access to its institutional brokerage services – trading, custody, reporting and related
services – many of which are not typically available to Schwab’s 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 described
below are generally available on an unsolicited basis (we do not have to request them) and at no
charge to us. The availability to EWM with respect to Schwab products and services is not based on
our firm giving investment advice, such as buying securities for our clients. Here is a more detailed
description of Schwab’s support services:
Schwab’s Advisor 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 the client and the client’s account.
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Schwab also makes available to us other products and services that benefit us but may not directly
benefit the client or its 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 some 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; and
•
• provide pricing and other market data.
•
• assist with back-office functions, recordkeeping, and client reporting.
Schwab also offers other services intended to help us manage and further develop our business
enterprise. These services include:
technology, compliance, legal, and business consulting.
• educational conferences and events
•
• publications and conferences on practice management and business succession; and
• access to employee benefits providers, human capital consultants and insurance providers.
Schwab may provide some of these services itself. In other cases, it will arrange for third-party
vendors to provide the services to us. Schwab may also discount or waive its fees for some of these
services or pay all or a part of a third party’s fees. Schwab may also provide us with other benefits
such as occasional business entertainment of our personnel. While as a fiduciary we try to act in our
clients’ best interests, we may recommend that clients maintain their assets in accounts at Schwab in
part because of the benefit to EWM of the foregoing products and services, and not solely due to the
nature, cost or the quality of the custody and brokerage services provided by Schwab, which may
create a potential conflict of interest.
For our clients’ accounts Schwab maintains, Schwab does not charge you separately for custody
services but is compensated by charging you commissions on bond trades, non-U.S. Stock trades,
mutual funds, margin interest or other fees on trades that it executes or that settle into your Schwab
account. For clients that hold a non-publicly traded security, Schwab charges $250 per year for
holding a security.
Additional Custodians - Private Funds and Alternative Investments
While we anticipate that our primary custodian will hold all client cash and publicly traded
securities under most circumstances, clients that choose to participate in ownership of private funds
and some alternative investments will be required to utilize a separate custodian chosen by the
third-party manager investing those funds.
Private funds commonly use several service providers including a Custodian that holds cash and
title for all assets acquired by the manager running the fund, and a Fund Administrator that is
responsible for a number of services on behalf of both the fund manager and its investors such as:
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calculation of the net asset value ("NAV") including the calculation of the fund's income and expense
accruals and the pricing of securities at current market value; preparation of semi-annual and
annual reports to shareholders; calculation and payment to the transfer agent of dividends and
distributions (if required); preparation and filing of other SEC filings/reports; calculation of the total
returns and other performance measures of the fund.
In these cases where custody of some assets are "held-away" from our custodian, we will evaluate
the benefits and costs to you of paying our custodian to continually reflect the updated valuations
received from the Fund Administrator on your our custodian statement for the sole purpose of
providing a consolidated view of your assets under our management. Regardless of whether our
custodian incorporates these updates though you will still receive valuation and activity reports
directly from the Fund Administrator.
Should we choose not to have our custodian reflect the value of these assets in order to reduce your
expenses, we will likely provide a supplementary report showing all assets on a consolidated basis
using valuations supplied by our custodian and the respective custodians/Fund Administrators for
any assets held away from our custodian.
Directed Brokerage
EWM may recommend to a client that it designate a specific broker-dealer as custodian of client
assets and for the purchase and sale of securities for a client’s account. In doing so, EWM considers
the broker-dealer’s execution, clearance and settlement capabilities, operational efficiency, whether
the broker-dealer offers insurance in excess of the insurance afforded by the Securities Investor
Protection Corporation, EWM’s knowledge of the broker-dealer’s financial stability and capabilities,
and the broker-dealer’s willingness to negotiate commission rates. The value of research furnished
to us by the broker-dealer is also a factor.
If you direct the use of a specific broker-dealer, you do so even though EWM might be able to obtain
more favorable net prices and execution from another broker-dealer transactions, and this may cost
you more money. If you designate use of a specific broker-dealer, including directing use of a broker-
dealer that will also serve as custodian, whether or not recommended by EWM, you should consider
whether commission expenses, execution, clearance and settlement capabilities, and whatever
amount is regarded as allocable to custodian fee, if applicable, will be comparable to those otherwise
obtainable by us. By directing brokerage to another firm that EWM may not recommend, you
acknowledge that the operational efficiency related to the account will be decreased. EWM’s service
provider may not be able to reconcile the account daily and values reported may be stale or outdated
intra month.
If you direct us to use a particular broker-dealer, you may lose the possible advantages that you could
otherwise derive from aggregating your orders with orders for our other clients.
While EWM does not currently participate in any sponsored wrap fee programs, it may from time to
time be retained under a so-called “wrap fee” arrangement in which a broker-dealer executes the
client’s portfolio transactions without separate commission charges, monitors our performance, and
may also act as custodian, or provides some combination of these or other services, all for a single
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fee. Typically, in a wrap fee arrangement, we will receive a management fee calculated on our
standard fee schedule. In evaluating such a program, you should understand that EWM does not
negotiate brokerage commissions. Transactions are affected “net” and a portion of the wrap fee
replaces commissions. We will generally execute trades only with the referring broker to avoid
incurring the incremental brokerage costs that the use of other brokers would incur. In evaluating a
wrap fee arrangement, you should consider whether, depending on the level of the wrap fee, the
amount of portfolio activity, and the value attributed to monitoring, custodial and any other services
provided, the wrap fee would exceed the aggregate cost of such services if they were separately
provided and EWM were free to choose broker-dealers to execute your portfolio transactions.
Research and Other Soft Dollar Benefits
EWM does not use research and other soft dollar benefits from brokers. EWM purchases our research
services, economic and market information, portfolio strategy advice, industry and company
comments, technical data, recommendations, general reports, etc. from various research
providers/vendors.
EWM may or may not receive products and services from Schwab. For 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.
Schwab’s business is serving independent investment advisory firms like EWM. They provide EWM
with access to its institutional brokerage, trading, custody, reporting, and related services—many of
which are not typically available to retail customers. Schwab also may make available various
support services. Some of those services help us manage or administer EWM’s clients’ accounts, while
others related services may help EWM manage and grow its business. Schwab’s support services
generally are available on an unsolicited basis (EWM does not have to request them), and at no charge
to EWM. The services provided by Schwab creates a financial incentive for EWM to recommend
Schwab as your custodian. This financial incentive creates a conflict of interest between EWM’s
clients and EWM where EWM has the incentive to recommend Schwab. Clients may receive most
favorable execution with other custodians. Custodians other than Schwab may not offer similar
incentives and may have requirements for maintaining certain levels of assets under management
to do business with those custodians.
Trade Aggregation
EWM may, at times, aggregate sale and purchase orders of securities (“block trading”) for advisory
accounts with similar orders in order to obtain the best pricing averages and minimize trading costs.
This practice is reasonably likely to result in administrative convenience or an overall economic
benefit to the client. Clients also benefit relatively from better purchase or sale execution prices, or
beneficial timing of transactions or a combination of these and other factors. Aggregate orders will
be allocated to client accounts in a systematic non-preferential manner. EWM may aggregate or
“bunch” transactions for a client’s account with those of other clients in an effort to obtain the best
execution under the circumstances.
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Item 13.
Review of Accounts
Portfolio holdings are monitored and reviewed on an on-going basis. Client accounts are reviewed
no less than annually by the Wealth Management team.
In determining the net market value of the Client’s Account, EWM uses the following guidelines:
a. For marketable securities, the current market price will be used.
b. For securities for which there is no active market (including real estate and other fixed asset
securities), EWM shall use such information as EWM in good faith deems relevant to determine
value. Securities with no active market, the securities will only be valued periodically and as such,
the value shown on reports may lag the current market value. In the absence of a readily
determinable market value, such securities will be valued at cost.
c. Cash will be valued at its dollar value.
Changes in the client’s situation, such as a change in financial condition, risk profile, investment
objectives, as well as the incapacity or death of the client will trigger a review. Other triggers may
include significant market movements, new investment information and changes in regulatory and
tax laws.
EWM clients receive statements from their custodians every month during which there is activity in
their accounts. EWM provides its clients with a quarterly overview and financial market outlook and
written portfolio detail report, either in electronic or hard copy format, as of the last trading day of
the quarter. Our taxable accounts also receive a 1099 from the custodian detailing the year end
realized gain/loss information, dividends and interest income details, and a summary of the advisory
fees paid to EWM. Qualified Accounts (retirement accounts) will receive a 1099R from the custodian
with details of any distributions received during the year.
Item 14.
Client Referrals and Other Compensation
EWM receives no monetary compensation from any source aside from the management fees charged
to its clients. As a part of our custodial relationship with Schwab, we receive an economic benefit
from them in the form of the support products and services they provide to us and other independent
investment advisers whose clients maintain their accounts with them. These products and services,
how they benefit us, and the related conflicts of interest are described above under Item 12 Brokerage
Practices – Charles Schwab Relationship. The availability to us of Schwab’s products and services is
not based on us giving particular investment advice, such as buying particular securities for our
clients or maintaing any particular level of assets with Schwab.
Client Referrals and Compensation to Others
EWM is and has been fortunate to receive client referrals. The client referrals may come from current
clients, estate planning attorneys, accountants, personal friends, the internet, or other similar
sources. EWM does not compensate these referring parties for their referrals with cash or fee sharing
arrangements. EWM does, however, refer clients to a list of service providers when a clients’ needs
are beyond what we can provide as an RIA. These service providers may refer clients to us as well,
although we have no formalized agreement to do so. This informal relationship creates a potential
conflict of interest by incentivizing EWM to refer clients to service provides that have also referred
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clients to EWM for our advisory services. This conflict of interest is mitigated by our fiduciary duty
to you. We will always provide a list of service providers we believe is suitable to your needs, and
you may contact and select the providers that you prefer.
Item 15.
Custody
All client assets are held in custody by unaffiliated broker-dealers or banks. Under government
regulations, we are deemed to have custody of your assets resulting from your authorization to allow
the custodian of your account to deduct our advisory fees directly from your respective account(s).
You will receive account statements directly from your custodian or bank every month during which
there is activity in your account. Those statements will be sent to the email or postal mailing address
you provided to them. You should carefully review those statements promptly when you receive
them. We also urge you to compare the broker-dealer or bank account statements to the periodic
statements you receive from EWM.
EWM also encourages and assists clients with establishing on-line access to their accounts to verify
account holdings, review transactions and for overall awareness of their portfolio status as often as
they wish to do so with the broker dealer that has custody of their assets and via EWM client portal.
Certain client accounts subject to EWM’s services may be held at a custodian that is not directly
accessible by the EWM (“qualified accounts”). EWM may, but is not required to, manage these
qualified accounts using the Pontera, allowing EWM to view and manage these assets. To manage
qualified assets, you must agree to the Pontera End User Terms and Conditions and Privacy Policy
and must further agree to keep EWM apprised of any changes to your usernames and passwords for
qualified accounts so that EWM can promptly update your credentials using the Pontera system. You
also must agree to promptly address any requests to update its login credentials when requested by
the Pontera system. In the event of any delay by you to update your login credentials, you must
acknowledge in your agreement that EWM will not have access to view or manage your qualified
account, which may result in investment losses. EWM will not be responsible for any losses arising
from your delays in updating its login credentials through the Pontera system. EWM will be under no
obligation to credit any fees for valuations made in good faith during periods when EWM did not have
access to any qualified account in calculating its fees under the investment management agreement.
Item 16.
Investment Discretion
EWM manages client accounts on a discretionary and non-discretionary basis by entering into an
advisory written agreement with our firm. Discretionary authority allows us to buy or sell securities
in your accounts, as well as allocate among third-party managers without your prior approval. Non-
Discretionary authority requires us to get your approval on purchases or sales prior to the execution
of a trade in your account. In addition to EWMs written agreement, your qualified custodian will
require us to link to your account using a Limited Power of Attorney Form “LPOA”. A LPOA allows
EWM to transact within your account to purchase or sell securities on your behalf.
You may exempt certain securities from our management for various reasons ranging from, but not
limited to taxes that may be due on funds received, purchasing a home or inability to trade a specific
security based on tax implications or employer-imposed restrictions related to company stock. In
those instances, we will segregate those assets, and we will not charge you a management fee on
those assets.
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For non-discretionary accounts, clients should be aware of the risks associated with maintaining
their account(s) on a non-discretionary basis. The risks can include but may not be limited to the
following:
1. Missed Opportunity/Timing – As a non-discretionary account, you give up timing by having
a non-discretionary mandate. It leaves you open to gaps between when an opportunity or
idea arises to the implementation of that opportunity/idea, because a wealth manager at
Elmwood must contact you and get your approval.
2. Declining market risk – In a rapidly declining market, non-discretionary clients are at risk. It
leaves you open to being the last client that is acted upon because the firm will need to get
your approval to trade. Discretionary client trades will always be executed first. If we cannot
contact you to get approval to trade, there is the potential financial loss in a declining market.
3. Biases - A non-discretionary relationship also leaves the client vulnerable to behavioral
biases and can result in suboptimal investment outcomes.
Pontera
Our firm will also provide service for accounts not directly held in our custody, but where we do have
discretion, and may leverage an Order Management System (Pontera) to implement asset allocation
and opportunistic rebalancing strategies on behalf of the client. Pontera is a clerical service that
facilitates orders from EWM to client accounts not held in our custody, for example, employer
sponsored retirement plans like 401(k)s. This service does not facilitate account billing and fees are
paid through a separate billing process. The accounts that will utilize these services will be primarily
401(k) accounts, HSAs, and other assets that EWM does not have custody of. Our firm will regularly
review, rebalance, and implement our strategies using different tools as necessary.
We regularly review the available investment options in these accounts, monitor them, and rebalance
and implement our strategies in the same way we do other accounts, though using different tools as
necessary. notify clients who chose to participate in this program will be notified when our firm
places a trade through Pontera implementing any and all changes to your account. The fees charged
in these situations are the same as described in the table under “Fees and Compensation.” Fees are
paid separately on the management of these “held away” assets and clients may be provided an
invoice describing the fees. Suitability documentation will be held with the Plan Custodian and this
documentation cannot be altered by EWM.
Item 17.
Voting Client Securities
EWM will not be obligated to vote, may refrain from voting, and will not be required to direct the
client’s agent to vote proxies on behalf of the client, unless we otherwise agree in writing.
Class Action Litigation
EWM has engaged Chicago Clearing Corporation (CCC) to provide class action litigation monitoring
and securities claim filing services. CCC’s sole business is securing class action claims. CCC monitors
each claim our clients have, collects applicable documentation, interprets the terms of each
settlement, files appropriate claim forms, interacts with administrators, and distributes awards on
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behalf of our clients. CCC charges a contingency fee of 20%, which is deducted from your award by
CCC, when the award is paid.
Item 18.
Financial Information
EWM does not have any financial impairment that would preclude the firm from meeting contractual
commitments to clients.
A balance sheet is not required to be provided herein because EWM does not serve as a custodian for
client funds or securities and does not require pre-payment of fees of more than $1,200 per client,
and six months or more in advance. The client has authorized EWM to deduct fees directly from the
account. The client receives an itemized invoice which includes: the asset value the fees are based on,
how the fees are computed, and the time-period of the fee calculation.
Item 19.
Additional Information
Elmwood Wealth Management, Inc. Privacy Notice
EWM has adopted and implements a privacy policy that complies with applicable law. We
acknowledge the importance of client privacy and security of the information relating to clients and
their accounts. EWM collects non-public information about clients from the following sources:
•
•
•
Information we receive about clients on applications and other forms,
Information given to us in writing, by email and orally; and
Information about client transactions with us or others
Information We Collect
We acknowledge the importance of client privacy and security of the information relating to clients
and their accounts. As a trusted investment advisor, EWM collects, retains, and uses nonpublic
personal information about individual clients to provide products and services to them. The firm
may collect nonpublic personal information from such sources such as:
•
•
•
•
Information about clients from applications or other forms
Information about client transactions with EWM
Information shared with us through Third Party Service Providers
Information given to us in writing, by email and orally
Who Receives the Information and Why?
Most of the information EWM collects is used for one main purpose; to deliver our products and
services easily and efficiently to our clients in a more efficient and timely manner. As an advisor for
our clients, the information we collect also allows us to act as a liaison between our clients and our
affiliated service providers. We do not disclose any non-public personal information about our
existing or former clients without the client’s authorization, except as required by law or in response
to inquiries from governmental or regulatory authorities.
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Service Providers
EWM will enter into agreements with companies or firms whose expertise is essential for the services
that we provide to our clients to function efficiently, or to execute transactions on behalf of our
clients. For example, EWM works with custodians that execute client trades, generate monthly
statements, and provide money movement features for client accounts. EWM may also work with
service providers to reconcile our client data, generate our quarterly reports, and gather information
that assists with our financial planning. As permitted by law, EWM discloses to our service providers
the necessary client information to perform these functions. EWM’s service providers are required
to safeguard client information and use it only for authorized purposes.
Texting Disclosure
Mobile information will not be shared with third parties/affiliates for marketing/promotional
purposes. The descriptions of how we use information elsewhere in this privacy policy excludes the
information you provide as part of your consent to receive text messages from us; this information
will not be shared with any third parties and will only be used to document your consent to receive
text messages, to send those text messages to you, and to comply with any applicable laws and
regulations.
EWM uses text messaging to communicate only with individuals who have indicated to us that they
consider text an acceptable form of communication.
When you let us know that text messages are an acceptable form of communication for you, you are
expressly authorizing us to contact you at the phone number you used to consent to text
communications, and you are agreeing that we may communicate with you by text message in
accordance with these terms and privacy policy. You can consent to receive text messages from us
by:
•
•
•
Sending us a text that requests a response
Telling us to text you
Completing an advisory agreement that states you consent to text messages
Opting Out: Even after you consent to receiving text messages, you may opt out of such
communications at any time by sending STOP to the phone number that you no longer want to send
you text messages.
How Elmwood Wealth Management Protects Client Information
EWM understands that the protection of client nonpublic personal information is of the utmost
importance. Guarding client privacy is the firm’s obligation. EWM and its employees are committed
to these privacy policies and practices. We maintain physical, electronic, and procedural safeguards
to protect client non-public personal information. EWM also restricts access to information for those
individuals or service providers who have a business reason to know such information, and EWM educates our
employees regarding the importance of confidentiality and client privacy.
Please note:
If you are a new customer, we can begin sharing your information from the date you received this notice.
When you are no longer our customer, we continue to share your information as described in this notice. In
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addition, this notice may change from time to time. However, you can contact us at any time to limit our
sharing.
Learn More
For questions about Elmwood’s privacy program or for more detail on how client information is
maintained and used, please call (510) 858-2722 or write:
Compliance Department
Elwood Wealth Management
2027 Fourth Street, Suite 203
Berkeley, CA 94710
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Firm Brochure Supplement
(Part 2B of Form ADV)
2027 Fourth Street, Suite 203
Berkeley, CA 94710-1912
Telephone: (510) 858-2722
www.elmwoodwealth.com
Robert C. Gillooly, CFA
Nov 8, 2024
Reviewed: March 19, 2025
This brochure supplement provides information that supplements the Elmwood Wealth
Management, Inc. Brochure. This supplement provides additional information about Robert
C. Gillooly, CRD #2073302. You should have received a copy of that brochure. Please contact
Shannon S. Lemon, Chief Compliance Officer if you did not receive Elmwood Wealth
Management, Inc.’s brochure or if you have any questions about the contents of this
supplement.
Additional information about Robert C. Gillooly is available on the SEC’s website at
www.adviserinfo.sec.gov.
-34-
Robert C. Gillooly, CFA
Date of birth: 1967
Educational Background:
BA: University of Michigan (1990)
Business Experience:
Elmwood Wealth Management, Inc. (2012 – Present)
CEO, Portfolio Manager, Analyst, and Investment Committee
Osborne Partners Capital Management, LLC. (2001– 2012)
COO, Managing Director, Portfolio Manager, Analyst, and Investment Committee
Berry, Hartell, Evers & Osborne (1994 – 2001)
Portfolio Manager and Analyst
Professional Designations:
Chartered Financial Analyst (CFA)
The Chartered Financial Analyst (CFA) charter is a globally respected, graduate-level investment
credential established in 1962 and awarded by CFA Institute — the largest global association of
investment professionals.
Chartered Financial Analyst (CFA): Chartered Financial Analysts are licensed by the CFA Institute to
use the CFA mark. CFA certification requirements:
• Hold a bachelor's degree from an accredited institution or have equivalent education or work
experience.
• Successful completion of all three exam levels of the CFA Program.
• Have 48 months of acceptable professional work experience in the investment decision-making
process.
• Fulfill society requirements, which vary by society. Unless you are upgrading from affiliate
membership, all societies require two sponsor statements as part of each application; these are
submitted online by your sponsors.
• Agree to adhere to and sign the Member's Agreement, a Professional Conduct Statement, and any
additional documentation requested by CFA Institute.
High Ethical Standards
The CFA Institute Code of Ethics and Standards of Professional Conduct, enforced through an active
professional conduct program, require CFA charter holders to:
• Place their clients’ interests ahead of their own
• Maintain independence and objectivity
• Act with integrity
• Maintain and improve their professional competence
• Disclose conflicts of interest and legal matters
-35-
Comprehensive and Current Knowledge
The CFA Program curriculum provides a comprehensive framework of knowledge for investment
decision making and is firmly grounded in the knowledge and skills used every day in the investment
profession. The three levels of the CFA Program test a proficiency with a wide range of fundamental
and advanced investment topics, including ethical and professional standards, fixed-income and
equity analysis, alternative and derivative investments, economics, financial reporting standards,
portfolio management, and wealth planning.
The CFA Program curriculum is updated every year by experts from around the world to ensure that
candidates learn the most relevant and practical new tools, ideas, and investment and wealth
management skills to reflect the dynamic and complex nature of the profession.
To learn more about the CFA charter, visit www.cfainstitute.org.
Disciplinary Information:
Robert Gillooly has never ever been involved in an arbitration claim of any kind or been found liable
in a civil, self regulatory organization, or administrative proceeding.
Other Business Activities:
Robert Gillooly has no other business activities to disclose that would cause a material conflict of
interest.
Additional Compensation:
Robert Gillooly does not receive additional compensation from any relationship or arrangement with
issuers of securities, nor does Mr. Gillooly receive additional compensation from sources other than
EWM.
Supervision:
Robert C. Gillooly is the CEO and a Member of the Executive Team. Mr. Gillooly is supervised by
Shannon Lemon. Mrs. Lemon works directly with Mr. Gillooly and oversees Mr. Gillooly through daily
office interactions. Mr. Gillooly is a member of the investment committee. Mrs. Lemon reviews the
portfolio activity.
Shannon Lemon’s contact information:
PHONE: (510)858-2722
EMAIL: shannon@ElmwoodWealth.com
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Firm Brochure Supplement
(Part 2B of Form ADV)
2027 Fourth Street, Suite 203
Berkeley, CA 94710-1912
Telephone: (510) 858-2722
www.elmwoodwealth.com
Shannon S. Lemon, CFP®
Nov 8, 2024
Reviewed: March 19, 2025
This brochure supplement provides information that supplements the Elmwood Wealth
Management, Inc. Brochure. This supplement provides additional information about
Shannon S. Lemon, CRD #5129936. You should have received a copy of that brochure. Please
contact Shannon S. Lemon, Chief Compliance Officer if you did not receive Elmwood Wealth
Management, Inc.’s brochure or if you have any questions about the contents of this
supplement.
Additional information about Shannon S. Lemon is available on the SEC’s website at
www.adviserinfo.sec.gov.
-37-
Shannon S. Lemon, CFP®
Date of birth: 1970
Educational Background:
BA: University of Colorado Boulder (1993)
Business Experience:
Elmwood Wealth Management, Inc. (2012-Present)
COO/CCO
Osborne Partners Capital Management, LLC. (2001 - 2012)
CCO, Partner and Managing Director
Berry, Hartell, Evers & Osborne (1994 - 2001)
CCO and Director of Client Service
Professional Designations:
Certified Financial Planner (CFP®)
The CFP® certification is a voluntary certification; no federal or state law or regulation requires
financial planners to hold CFP® certification. It is recognized in the United States and a number of
other countries for its (1) high standard of professional education; (2) stringent code of conduct and
standards of practice; and (3) ethical requirements that govern professional engagements with
clients. Currently, more than 62,000 individuals have obtained CFP® certification in the United
States.
Certified Financial Planner (CFP): Certified Financial Planners are licensed by the CFP Board to use
the CFP mark. CFP certification requirements:
• Bachelor’s degree from an accredited college or university.
• Completion of the financial planning education requirements set by the CFP Board. Financial
planning subject areas include insurance planning and risk management, employee benefits
planning, investment planning, income tax planning, retirement planning, and estate planning.
• Pass the comprehensive CFP® Certification Examination. The examination, administered in 10
hours over a two-day period, includes case studies and client scenarios designed to test one’s
ability to correctly diagnose financial planning issues and apply one’s knowledge of financial
planning to real world circumstances.
• Complete at least three years of full-time financial planning-related experience (or the equivalent,
measured as 2,000 hours per year).
• Agree to be bound by CFP Board’s Standards of Professional Conduct, a set of documents outlining
the ethical and practice standards for CFP® professionals.
• Successfully pass the Candidate Fitness Standards and background check.
Individuals who become certified must complete the following ongoing education and ethics
requirements to maintain the right to continue to use the CFP® marks:
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• Continuing Education – Complete 30 hours of continuing education hours every two years,
including two hours on the Code of Ethics and other parts of the Standards of Professional Conduct,
to maintain competence and keep up with developments in the financial planning field; and
• Ethics – Renew an agreement to be bound by the Standards of Professional Conduct. The Standards
prominently require that CFP® professionals provide financial planning services at a fiduciary
standard of care. This means CFP® professionals must provide financial planning services in the
best interests of their clients.
To learn more about the CFP®, visit www.cfp.net.
Disciplinary Information:
Shannon Lemon has never ever been involved in an arbitration claim of any kind or been found liable
in a civil, self regulatory organization, or administrative proceeding.
Other Business Activities:
Shannon Lemon has no other business activities to disclose that would cause a material conflict of
interest.
Additional Compensation:
Shannon Lemon does not receive additional compensation from any relationship or arrangement
with issuers of securities, nor does Mrs. Lemon receive additional compensation from sources other
than EWM.
Supervision:
Shannon S. Lemon the COO and a member of the executive team. Mrs. Lemon is supervised by Robert
C. Gillooly CEO. Mr. Gillooly supervises Ms. Lemon through daily office interactions. Ms. Lemon’s
client activities are also monitored through our client relationship management system.
Robert Gillooly’s contact information:
PHONE: 510-858-2721
EMAIL: bob@ElmwoodWealth.com
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Firm Brochure Supplement
(Part 2B of Form ADV)
2027 Fourth Street, Suite 203
Berkeley, CA 94710-1912
Telephone: (510) 858-2722
www.elmwoodwealth.com
Juliana Moravy, CFP®
Nov 8, 2024
Reviewed: March 19, 2025
This brochure supplement provides information that supplements the Elmwood Wealth
Management, Inc. Brochure. This supplement provides additional information about Juliana
Moravy, CRD #7702570. You should have received a copy of that brochure. Please contact
Shannon S. Lemon, Chief Compliance Officer if you did not receive Elmwood Wealth
Management, Inc.’s brochure or if you have any questions about the contents of this
supplement.
Additional information about Juliana Moravy is available on the SEC’s website at
www.adviserinfo.sec.gov.
-40-
Juliana Moravy, CFP®
Date of birth: 1983
Educational Background:
BA in Finance from Miami University (2005)
Business Experience:
Investment Adviser Representative, Elmwood Wealth Management, Inc. (2023 – Present)
Client Service Specialist, Elmwood Wealth Management, Inc. (2015-2022)
Restoration Hardware, Merchandise Planning Manager, (2012-2015)
Professional Designations:
Certified Financial Planner (CFP®)
The CFP® certification is a voluntary certification; no federal or state law or regulation requires
financial planners to hold CFP® certification. It is recognized in the United States and a number of
other countries for its (1) high standard of professional education; (2) stringent code of conduct and
standards of practice; and (3) ethical requirements that govern professional engagements with
clients. Currently, more than 62,000 individuals have obtained CFP® certification in the United
States.
Certified Financial Planner (CFP): Certified Financial Planners are licensed by the CFP Board to use
the CFP mark. CFP certification requirements:
• Bachelor’s degree from an accredited college or university.
• Completion of the financial planning education requirements set by the CFP Board. Financial
planning subject areas include insurance planning and risk management, employee benefits
planning, investment planning, income tax planning, retirement planning, and estate planning.
• Pass the comprehensive CFP® Certification Examination. The examination, administered in 10
hours over a two-day period, includes case studies and client scenarios designed to test one’s
ability to correctly diagnose financial planning issues and apply one’s knowledge of financial
planning to real world circumstances.
• Complete at least three years of full-time financial planning-related experience (or the equivalent,
measured as 2,000 hours per year).
• Agree to be bound by CFP Board’s Standards of Professional Conduct, a set of documents outlining
the ethical and practice standards for CFP® professionals.
• Successfully pass the Candidate Fitness Standards and background check.
Individuals who become certified must complete the following ongoing education and ethics
requirements to maintain the right to continue to use the CFP® marks:
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• Continuing Education – Complete 30 hours of continuing education hours every two years,
including two hours on the Code of Ethics and other parts of the Standards of Professional Conduct,
to maintain competence and keep up with developments in the financial planning field; and
• Ethics – Renew an agreement to be bound by the Standards of Professional Conduct. The Standards
prominently require that CFP® professionals provide financial planning services at a fiduciary
standard of care. This means CFP® professionals must provide financial planning services in the
best interests of their clients.
To learn more about the CFP®, visit www.cfp.net.
Disciplinary Information:
Juliana Moravy has never ever been involved in an arbitration claim of any kind or been found liable
in a civil, self-regulatory organization, or administrative proceeding.
Other Business Activities:
Juliana Moravy has no other business activities to disclose that would cause a material conflict of
interest.
Additional Compensation:
Juliana Moravy does not receive additional compensation from any relationship or arrangement with
issuers of securities, nor does Juliana Moravy receive additional compensation from sources other
than EWM.
Supervision:
Juliana Moravy is supervised by Shannon Lemon. Mrs. Lemon works directly with Mrs. Moravy and
oversees Mrs. Moravy through daily office interactions.
Shannon Lemon’s contact information:
PHONE: (510)858-2722
EMAIL: shannon@ElmwoodWealth.com
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