Wayfinding Financial provides financial planning, portfolio management for individuals and small businesses, pension consulting, business succession planning, education planning, estate planning, insurance, philanthropic planning, and tax planning.
Wayfinding Financial reports 364 clients. They include 266 individual clients, 95 high-net-worth individuals, and 2 corporations and other businesses. Of its assets, 100.0% ($353M across 925 accounts) are managed with discretion. Of its clients, 1% are outside the U.S.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 73% | 23% |
| High-net-worth individuals | 26% | 77% |
| Charitable organizations | <1% | <1% |
| Corporations and other businesses | <1% | <1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 266 | $82.1M | 23.2% | $309K |
| High-net-worth individuals | 95 | $271M | 76.6% | $2.85M |
| Charitable organizations | 1 | $595K | 0.2% | $595K |
| Corporations and other businesses | 2 | $162K | 0.0% | $80.8K |
| Total | 364 | $353M | 100% | $971K |
- Clients
- 266
- Regulatory AUM
- $82.1M
- AUM share
- 23.2%
- Avg. per client
- $309K
- Clients
- 95
- Regulatory AUM
- $271M
- AUM share
- 76.6%
- Avg. per client
- $2.85M
- Clients
- 1
- Regulatory AUM
- $595K
- AUM share
- 0.2%
- Avg. per client
- $595K
- Clients
- 2
- Regulatory AUM
- $162K
- AUM share
- 0.0%
- Avg. per client
- $80.8K
Total
- Clients
- 364
- Regulatory AUM
- $353M
- AUM share
- 100%
- Avg. per client
- $971K
- Clients outside the U.S.
- 1%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 0
Wayfinding Financial charges up to 1.25% a year for its Investment Management Services. The fee is billed in advance and is negotiable. The brochure also prices 3 other services, listed under fee details.
Fee details and sources
Other fees
- Financial planning (stand-alone)
- Fixed planning fee agreed in advance, ranging from $1,000 to $2,000 for financial plans depending on the service requested, billed when the Financial Planning Agreement is executed.
- Retirement Plan Services
- Annual fee negotiated with the client and set out in the Plan Sponsor Agreement, not to exceed 1.25% annually, billed in arrears at the end of the quarter.
- Standalone Accounts
- For Standalone Accounts the client is charged 0.25% (25 basis points) annually, although the fee may be waived completely in some cases.
Trent O'Neal owns 75% or more of Wayfinding Financial. It has 5 employees, 2 of them in advisory roles.
Leadership
- Cathie ArthursMember
- Trent O'NealMember, CCO
Investment adviser representatives
2 representatives listed in the SEC register as of 9 October 2026.
- Cathie Jean Arthurs
- Trent J O'Neal
Staff
- 5 employees
- 2 in advisory functions
- 2 insurance agents
- Owns 75% or more of Wayfinding Financial, LLC
Trent O'Neal
Control person · since December 2019
- Owns 10% to 25% of Wayfinding Financial, LLC
Cathie Arthurs
Control person · since January 2023
Wayfinding Financial’s regulatory assets grew 1.5× from $232M (March 2021) to $353M (February 2026); clients rose from 343 to 364 and employees from 3 to 5.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| February 2026 | $353M | 364 | 5 | 1 |
| July 2025 | $315M | 354 | 5 | 1 |
| April 2024 | $292M | 352 | 4 | 1 |
| March 2023 | $248M | 360 | 7 | 1 |
| July 2022 | $261M | 434 | 7 | 1 |
| March 2021 | $232M | 343 | 3 | 1 |
Besides its headquarters, Wayfinding Financial has 0 offices, with 1 listed address in Washington.
Washington · 1 listed address
- 19020 33rd Avenue W, Suite 390, LynnwoodHQ
Contact and registration details
- Legal name
- Wayfinding Financial, LLC
- Headquarters
- 19020 33rd Avenue W, Suite 390, Lynnwood, WA 98036
- Website
- wayfindingfinancial.com
- Phone
- 425-361-0707
- SEC file
- 801-118057
- Founded
- 2019
- Structure
- Washington LLC
- Fiscal year end
- December
Wayfinding Financial uses Charles Schwab ($353M) as custodian for its separately managed accounts. Wayfinding Financial has custody of $163M in client assets for 204 clients.
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $353M100%
At year end, Wayfinding Financial’s separately managed accounts were mostly in funds (54%) and stocks (30%). Its reported 13F holdings for the quarter ended 30 June 2026 total $264K across 171 positions; the largest are Microsoft Corp. (6.4%), Pimco Active Bnd ETF (6.2%) and Nvidia Corporation (5.4%).
What the accounts hold
- Stocks30%
- Funds54%
- Bonds8%
- State and local bonds7%
- Investment grade corporate bonds1%
- Cash8%
Reported 13F holdings
- $264K
- Reported 13F value
- 171
- Positions
- 43.4%
- In the 10 largest
- +14.6%
- Value vs. prior quarter
- Microsoft Corp.6.4%
- Pimco Active Bnd ETF · Exchange Traded Fund6.2%
- Nvidia Corporation5.4%
- iShares Core SP 500 · Exchange Traded Fund5.3%
- Apple Inc.4.1%
- Pimco Multisectr Bnd Active ETF · Exchange Traded Fund4.0%
- Capital Group Growth · Exchange Traded Fund3.4%
- iShares Core U.S. Agg Bnd · Exchange Traded Fund3.3%
- JPMORGAN Betabuilders U.S. Eqy · Exchange Traded Fund2.7%
- Fidelity High Div · Exchange Traded Fund2.6%
Together, the ten largest are 43.4% of reported value.
How many clients does Wayfinding Financial have?
Wayfinding Financial has 364 clients and manages $353 million for them, as of February 2026. They include 266 individual clients, 95 high-net-worth individuals, and 2 corporations and other businesses.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 25 February 2026
What services does Wayfinding Financial offer?
Wayfinding Financial provides financial planning, portfolio management for individuals and small businesses, pension consulting, business succession planning, education planning, estate planning, insurance, philanthropic planning, 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
How much does Wayfinding Financial charge?
Wayfinding Financial charges up to 1.25% a year for its Investment Management Services. The fee is billed in advance and is negotiable.
Which custodians does Wayfinding Financial use?
Wayfinding Financial’s separately managed account assets are held at Charles Schwab & Co., Inc. (Westlake, TX), with $353M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 25 February 2026
How many financial advisors does Wayfinding Financial have?
Wayfinding Financial has 0 investment adviser representatives registered with state securities authorities, out of 5 employees, and 2 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 2 employees are licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Wayfinding Financial invest in?
At the end of its last fiscal year, Wayfinding Financial’s separately managed accounts held 54% registered funds (mutual funds, ETFs, BDCs), 30% exchange-traded equities, 8% cash and equivalents, 7% state and local bonds and 1% investment grade corporate bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Wayfinding Financial?
Wayfinding Financial’s direct owners are Trent O'Neal (75% or more) and Cathie Arthurs (10% to 25%).
Source: Form ADV Part 1A, Schedules A and B, filed 25 February 2026
How does Wayfinding Financial get paid?
Wayfinding Financial is paid through a percentage of assets under management, hourly charges and fixed fees. 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
How do I contact Wayfinding Financial?
Wayfinding Financial’s main office is at 19020 33rd Avenue W, Suite 390, Lynnwood, WA 98036. Its phone number is 425-361-0707. Its website is wayfindingfinancial.com.