SECURITY FIRST FINANCIAL

RIASEC RegisteredEst. 2014
Total AUM
$300M
Discretionary
$300M
100% of AUM
Avg account
$178K
Accounts
1,680
Employees
2
Advisory reps
5

Firm details

Headquarters
SWARTZ CREEK, Michigan
CRD number
122408
Registered since
May 23, 2014
Custodians
CHARLES SCHWAB & CO., INC.
Fee structure
Percentage of AUM
Client types
  • Individuals64.42%
  • HNWI35.54%
  • Corporations / Businesses0.04%
Services
Portfolio Management for Individuals

Firm profile

FINTRX

Overview

Security First Financial is a small, SEC-registered advisory firm organized as a corporation and owned by an individual. Registered in 2014, the firm focuses on discretionary portfolio management for individuals, families and small-business clients and charges fees as a percentage of assets under management. It does not present itself as an ESG investor, multi-state adviser, pension consultant, or capital allocator; its business activity centers on direct portfolio management rather than running pooled vehicles or serving as a fund sponsor.

Assets & Accounts

Public Holdings

Investments & Alternatives

Location & Offices

Investment profile

FINTRX

Traditional investments used

Alternative investments used

Active ESG investor

Technology & operations

FINTRX

CRM & tech providers

TAMPs used

Clients

FINTRX

Client base

Client personas

Asset composition

Asset composition: Exchange Traded Equities 85%, Cash & Cash Equivalents 15%85%
  • Exchange Traded Equities85%
  • Cash & Cash Equivalents15%

Owners & executives

2 of 2
  • Melissa Olinger

    Chief Operating OfficerCRD 8121467

  • Payton Olinger

    Chief Investment OfficerCRD 8121465

Contacts

3 of 3
  • Edward Irwin

    Investment Advisor RepresentativeCRD 2691391

  • Eleanor Herhold

    PresidentCRD 7336386

  • MARK HERHOLD

    PresidentCRD 4577415

Wealth teams

FINTRX

Newly hired reps

FINTRX

Recent M&A activity

FINTRX

Recent filings

FINTRX

Awards

FINTRX

Location

Primary office

SWARTZ CREEK, MI

GENESEE

Location

SWARTZ CREEK, MI

Headquartered in SWARTZ CREEK, MI, anchoring the Detroit-Warren-Ann Arbor, MI metro in the Midwest.

Metro area
Detroit-Warren-Ann Arbor, MI
Region
Midwest
County
GENESEE
Address
6012 Linden Rd
Time zone
ET (UTC-5)
Office locations

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Source: FINTRX private wealth data intelligence

Intelligence for Private Wealth