{"url":"https://nivawealth.com/firms/association-financial-services-142205","iapdUrl":"https://adviserinfo.sec.gov/firm/summary/142205","regulatoryAum":1265596116,"crd":"142205","adviserRoster":{"asOf":"2026-10-09","items":[{"crd":"8144175","suffix":null,"lastName":"Duffy","firstName":"Devon","middleName":null},{"crd":"6584505","suffix":null,"lastName":"Empey","firstName":"Jared","middleName":"Charles"},{"crd":"6558518","suffix":null,"lastName":"ESPINOSA","firstName":"MICHAEL","middleName":"Davis"},{"crd":"6734265","suffix":"MD","lastName":"Hopkins","firstName":"C","middleName":"Richard"},{"crd":"8162653","suffix":null,"lastName":"Larsen","firstName":"Carter","middleName":"John"},{"crd":"7319753","suffix":null,"lastName":"Lee","firstName":"Richard","middleName":"Minda"},{"crd":"7790854","suffix":null,"lastName":"Reed","firstName":"Thomas","middleName":"Allen"},{"crd":"8274795","suffix":null,"lastName":"Watkins","firstName":"Jacob","middleName":"Matthew"},{"crd":"2251777","suffix":null,"lastName":"WATKINS","firstName":"MARTIN","middleName":"ARTHUR"},{"crd":"6838563","suffix":null,"lastName":"Watkins","firstName":"Samuel","middleName":"Martin"},{"crd":"7941542","suffix":null,"lastName":"Whitlock","firstName":"Zachary","middleName":"Thomas"}],"total":11,"loadedAt":"2026-10-10T00:20:19.761928+00:00","sourceUrl":"https://reports.adviserinfo.sec.gov/reports/CompilationReports/IA_INDVL_Feed_10_09_2026.xml.zip"},"history":[{"filedOn":"2021-04-12","regulatoryAum":493363966,"clients":795,"employees":13,"offices":3},{"filedOn":"2022-03-23","regulatoryAum":652633504,"clients":1195,"employees":19,"offices":4},{"filedOn":"2023-06-22","regulatoryAum":879942760,"clients":861,"employees":17,"offices":4},{"filedOn":"2024-03-19","regulatoryAum":1017412752,"clients":902,"employees":17,"offices":4},{"filedOn":"2025-03-23","regulatoryAum":1074482158,"clients":946,"employees":17,"offices":4},{"filedOn":"2026-08-22","regulatoryAum":1265596116,"clients":975,"employees":19,"offices":5}],"secFileNumber":"801-68446","legalName":"Association Financial Services Inc.","displayName":"Association Financial Services","slug":"association-financial-services-142205","website":"https://truenorthwealth.com/","classification":{"segment":"individuals","segmentLabel":"Wealth management","type":"independent_wealth_manager","typeLabel":"RIA","feeDisclosure":"full"},"linkedinUrl":"https://www.linkedin.com/company/truenorth-wealth/","founded":"2004","organization":"Nevada corporation","fiscalYearEnd":"December","headquarters":{"street":"1935 Vine Street, Suite 120","city":"Salt Lake City","state":"UT","stateName":"Utah","country":"United States","postalCode":"84121"},"tradeNames":["Association Financial Services","Idaho Medical Association Financial Services","Truenorth Retirement Services","Truenorth Wealth"],"registration":{"secApproved":"15 October 2007","noticeFilings":null,"latestNoticeFiling":null},"wealthAumPerClient":1256105.3131672598,"staff":{"employees":19,"advisory":10,"brokerDealerReps":0,"insuranceAgents":0,"promoters":2},"aum":{"regulatory":1265596116,"discretionary":146115682,"discretionaryAccounts":77,"nonDiscretionary":1119480434,"nonDiscretionaryAccounts":2752,"wrapProgram":1119480434,"nonUsClientsPct":0,"nonAumClients":21},"clientTypes":[{"label":"Individuals (other than HNW)","clients":584,"regulatoryAum":201038425},{"label":"High-net-worth individuals","clients":259,"regulatoryAum":857858354},{"label":"Charitable organizations","clients":11,"regulatoryAum":5700937},{"label":"Other","clients":121,"regulatoryAum":200998400}],"feePrograms":[{"role":"main","program":"Asset Management","feeBasis":"ceiling","fee_tiers":null,"sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1055736","versionId":1055736,"ratePeriod":"annual","fee_billing":"arrears","submittedOn":"2026-08-22","documentName":"FORM ADV PART 2A","fee_rate_low":null,"fee_rate_high":1,"fee_negotiable":true,"minimum_account":null,"feeMinimumPeriod":null,"fee_minimum_annual":null},{"role":"other","program":"Financial Planning","summary":"Financial plans are a fixed fee, typically $1,000 to $5,000; hourly consulting is capped at $1,000 an hour.","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1055736","versionId":1055736,"submittedOn":"2026-08-22","documentName":"FORM ADV PART 2A"}],"brochureCoverage":{"scope":"sec_inventory","status":"reviewed","checkedAt":"2026-10-22T04:41:20.555644+00:00","documents":[{"name":"FORM ADV PART 2A","status":"read","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1055736","versionId":1055736,"submittedOn":"2026-08-22"},{"name":null,"status":"not_downloaded","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1055737","versionId":1055737,"submittedOn":null}]},"custodians":[{"name":"SEI Investments Distribution Co.","shortName":"SEI Investments Distribution","location":"Oaks, PA","smaAssets":1125515060}],"custodyNote":"Association Financial Services does not have custody of client assets.","leadership":[{"name":"Samuel Watkins","title":"Chief Executive Officer","crd":"6838563"},{"name":"Michael Espinosa","title":"President","crd":"6558518"},{"name":"Martin Watkins","title":"Founder/President","crd":"2251777"},{"name":"Jared Empey","title":"Chief Compliance Officer","crd":"6584505"},{"name":"Mallory Adams-Faulkner","title":"Chief Operations Officer","crd":"7659713"}],"ownership":[{"label":"Martin Watkins","detail":"Founder/president in the 75% or more ownership band and a control person, since January 2019."},{"label":"Samuel Watkins","detail":"Chief executive officer in the 10% to 25% ownership band and a control person, since August 2022."}],"filedOffices":{"otherThanPrincipal":4,"privateResidences":1},"listedOfficeAddresses":4,"foreignOffices":[],"officesByState":[{"state":"Idaho","offices":1,"addresses":[{"street":"305 West Jefferson","city":"Boise"}]},{"state":"Utah","offices":3,"addresses":[{"street":"1935 Vine Street, Suite 120","city":"Salt Lake City","headquarters":true},{"street":"1935 East Vine Street","city":"Salt Lake City"},{"street":"335 East St. George BLVD.","city":"St. George"}]}],"brochureServices":["education planning","estate planning","insurance","tax planning"],"advFacts":{"source":{"file":"ia100226.zip","asOf":"2 October 2026"},"telephone":"801-274-1820","stateRegisteredReps":10,"otherAdviserReps":0,"compensation":["A percentage of assets under management","Hourly charges","Other"],"activities":["Financial planning services","Portfolio management for individuals and/or small businesses","Portfolio management for businesses (other than small businesses) or institutional clients","Pension consulting services","Publication of periodicals or newsletters","Educational seminars/workshops"],"financialPlanningClients":"1005","assetMix":[{"label":"Exchange-traded equity securities","percent":3},{"label":"Securities issued by registered investment companies or business development companies","percent":93},{"label":"Cash and cash equivalents","percent":4}],"privateFunds":0},"sources":{"adv1FilingDate":"22 August 2026","adv1Url":"https://reports.adviserinfo.sec.gov/reports/ADV/142205/PDF/142205.pdf","brochureDate":"22 August 2026","brochureUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1055736","iapdCompiledDate":null,"retrievedDate":"15 October 2026","retrievedOn":"2026-10-15","updatedOn":"2026-10-22","holdingsUpdatedOn":"2026-10-21","adv1Pages":{},"brochurePages":{}},"otherBusiness":[],"faq":[{"question":"How many clients does Association Financial Services have?","answer":"Association Financial Services has 975 clients and manages $1.27 billion for them, as of August 2026. They include 584 individual clients, 259 high-net-worth individuals and 121 other clients.","source":"Form ADV Part 1A, Items 5.D and 5.F, filed 22 August 2026","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"What services does Association Financial Services offer?","answer":"Association Financial Services provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, publishing newsletters, educational seminars, education planning, estate planning, insurance, and tax planning.","source":"Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file; Part 2A brochure, Item 4","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"How much does Association Financial Services charge?","answer":"Association Financial Services charges up to 1.00% a year for its Asset Management. The fee is billed in arrears and is negotiable.","source":"FORM ADV PART 2A, filed 22 August 2026","sourceRef":{"doc":"brochure","section":"fees"}},{"question":"Which custodians does Association Financial Services use?","answer":"Association Financial Services’ separately managed account assets are held at SEI Investments Distribution Co. (Oaks, PA), with $1.13B. Only custodians holding at least a tenth of those assets are named.","source":"Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 22 August 2026","sourceRef":{"doc":"adv1","section":"custodians"}},{"question":"How many financial advisors does Association Financial Services have?","answer":"Association Financial Services has 10 investment adviser representatives registered with state securities authorities, out of 19 employees, and 10 perform investment advisory functions. None are registered representatives of a broker-dealer or licensed insurance agents.","source":"Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"What does Association Financial Services invest in?","answer":"At the end of its last fiscal year, Association Financial Services’ separately managed accounts held 93% registered funds (mutual funds, ETFs, BDCs), 4% cash and equivalents and 3% exchange-traded equities.","source":"Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"Who owns Association Financial Services?","answer":"Association Financial Services’ direct owners are Martin Watkins (75% or more) and Samuel Watkins (10% to 25%).","source":"Form ADV Part 1A, Schedules A and B, filed 22 August 2026","sourceRef":{"doc":"adv1","section":"scheduleA"}},{"question":"How does Association Financial Services get paid?","answer":"Association Financial Services is paid through a percentage of assets under management, hourly charges and other compensation. Its Form ADV lists no commissions or performance-based fees among how it is paid.","source":"Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"Is Association Financial Services registered with the SEC?","answer":"Yes, Association Financial Services has been registered with the SEC as an investment adviser since 15 October 2007. Its CRD number is 142205 and its SEC file number is 801-68446.","source":"Form ADV Part 1A, Item 1, filed 22 August 2026; IAPD firm record","sourceRef":{"doc":"adv1","section":"identity"}},{"question":"How do I contact Association Financial Services?","answer":"Association Financial Services’ main office is at 1935 Vine Street, Suite 120, Salt Lake City, UT 84121. Its phone number is 801-274-1820. Its website is truenorthwealth.com.","source":"Form ADV Part 1A, Item 1.F, filed 22 August 2026","sourceRef":{"doc":"adv1","section":"offices"}}],"holdings":null,"notice":"Compiled from public SEC Form ADV filings on the dates in `sources`. Facts as filed; not a rating, ranking, or recommendation. Niva is not affiliated with this firm. Disciplinary history is deliberately not included here or on the page; the SEC publishes the complete record at the `iapdUrl` above."}