By Richard Macrae Gordon - Founder

The Power of Automated, Values-Based Investment Advice

November 7, 2021

If I told you that there was a way to skip the cold world of big-box finance, pay low fees and still get to rest easy because there are real people looking after you, you’d probably be pretty happy…

You might be even happier if you could get all of that from a group of professionals who place values at the center of everything they do.

The good news is, that’s exactly what we do.

Read on to find out how we do it – and most importantly – why.

What is Automated Investment Advice?

Automation can take the hard work of a small team of people and make it available to a LOT of people at an affordable price. It makes good work scalable.

Automated investment advice, also known as robo-advice, is no different. At Afinitiv LLC, we make the investment decisions on a human level, based on our countless hours of research, our decades of experience and our shared set of values. Those investment decisions are then implemented on your behalf, without taking up a single second of your time.

Your answers to the onboarding questions on our website will tell us about your tolerance for risk - and that let's us know how best to adjust your portfolio in the future.

Why Do Values Matter?

Here’s what’s it says on our website:

“…we take care to select investments which we believe foster economic progress, sound environmental stewardship, and/or gender diversity…”

We took this approach because wealth inequality is the highest it’s been in the modern era, the natural world is in distress everywhere we look – and the very nature of our society is changing every day. Confronting these truths is not only critical to ensuring safety, inclusivity and prosperity for future generations, but it also represents the single most significant investing opportunity of our lifetime.

In short, the world is changing faster than many people think – and in ways we might not expect. It’s never been more crucial for our investments, along with our hearts and minds, to be on the better side of history.

That’s why values matter.

How Does it Work?

As simply as we could possibly make it.

Visit the website, answer a few simple questions, then open your account. Done!

Once your account is funded (or you have rolled over an existing balance from elsewhere), your money will be invested automatically, in accordance with the tolerance for risk you have expressed to us.

We will monitor the progress of your investments over time and make changes whenever we see a need to. We do this all for the one, low, annual percentage-based fee (just 0.55% per year for US residents).

We make all the investment decisions for you, so you can skip the headaches and get back to living your best life.

How Do We Invest?

This can get a little technical...

Unlike the majority of investment advisors, Afinitiv LLC is exclusively an ethical investment firm. As discussed above, values are really important to us. How values intersect with investment is pretty straightforward: we only invest in areas that we believe are likely to give rise to positive change. This might include renewable energy, cloud computing, or large public companies with a great track record of gender diversity.

The financial instruments into which we invest client money are either ETFs (Exchange Traded Funds), or Mutual Funds. Each of these investment types typically provides a good deal of liquidity and, importantly, diversification. At any one time, a client may be exposed to the performance of several hundred individual stocks.

We also keep a very keen eye on risk - and every one of our portfolios has a dedicated allocation to risk management. This doesn't mean that an Afinitiv client is completely shielded from risk, but it does mean that the odds are somewhat stacked in your favour in the event of a major downturn. We believe this has never been a more important of a sound investment strategy.

Where is your money held?

Afinitiv LLC is an SEC-registered Investment Advisor, but is not a custodian. As such, we do not hold client money. Your money will be held by a licensed custodian: the two we use are Interactive Brokers Inc and Apex Clearing Inc. Both have been around for many years and collectively house hundreds of billions of dollars for individual and institutional investors all over the world.

We advise on how your money gets invested, but you'll always know that it's in the safest of custodial hands.

Who is this a good fit for?

Probably you.

We’ve worked exhaustively over a period of years to bring together the right combination of systems and processes to make this work well for as many people as possible. The end result is that you can now open an individual account, Traditional IRA, Roth IRA, SEP IRA, or even an entire 401(k) plan for your business, with a minimum of fuss, all from our website.

There’s no secret VIP service for high-rollers. There’s no entry-level service with higher pricing and limited capabilities for new investors.

Everyone gets our best thinking, every time, all the time.

Only people with more complex investment needs might be better-served by a more traditional investment advice service. Make sure those high fees are worth it though…

Why do we do it?

We do it because it needs to be done. We do it because people need this. We do it because the planet needs this. We do it because not enough other firms are.

IMPORTANT INFORMATION:Afinitiv LLC is a United States Securities and Exchange Commission Registered Investment Advisor (RIA), formed under the laws of the State of Nevada USA, and duly registered under Section 203(c)(2)(A) of the Investment Advisor Act of 1940 (CRD: 305672). The following does not constitute a solicitation to invest in securities. All investments represent a risk of capital losses and all investors should consider whether an investment is appropriate for them, with regard to their objectives, required form and level of returns, tolerance for potential capital losses, liquidity and investment time frames, regardless of any advice they may have received. Afinitiv LLC does not guarantee investment returns, or the security of invested capital. Some investments may have less liquidity than others, which means that, under certain circumstances, an investor may not be able to redeem their investment for an extended period of time. Please click to view our Form ADV Part 2A and Privacy Policy. For more information, please contact: Please note that there may be tax implications and fees associated with transferring an investment balance from any account, to any other account and you should consult a tax professional if you are unsure of what this may mean for you. Any investment decisions made by us on your behalf are not based on a detailed understanding of your personal circumstances and accordingly may not be appropriate for you. Please consider this prior to opening an account with us. *Percentage fees charged by us are calculated on the basis of the amount of money invested with us. Investments in securities are not FDIC insured, not bank guaranteed and may lose value. *We do not charge additional fees of any sort, although additional costs (such as brokerage costs) may be incurred when investments are either bought, or sold (we do not benefit from any such fees). While we employ algorithmic, machine learning, artificial intelligence and other assistive technologies in our portfolio construction process, final investment decisions are made by human professionals...for now.
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