Affinity Asset Management

Affinity Asset Management is a state-registered, sole‑proprietor investment adviser that offers financial planning and portfolio management services to individuals and small businesses. Its service offerings are organized into a managed plan for ongoing oversight of custodial accounts and a guided plan for consulting and planning work, and it uses investments in both public and private markets.

The firm prepares a written Investment Policy Statement tailored to each client’s objectives, time horizon, risk tolerance and liquidity needs, and employs both fundamental and technical analysis when evaluating opportunities. Managed accounts are monitored regularly and the firm generally operates on a non‑discretionary basis, requiring client approval before effecting transactions and providing written quarterly summaries and annual performance reporting to managed‑plan clients.

Notably, the firm combines conventional AUM billing for managed accounts with guided‑advice arrangements that can be billed on a fixed‑fee or hourly basis — the use of hourly billing is uncommon among peers in this category. The adviser is newly formed and reported no client assets under management as of July 2024; it also states it does not charge performance‑based fees or participate in soft‑dollar arrangements.