Professional Financial Advisors, LLC (hereinafter “PFA”) is a registered investment advisor based in North Platte, Nebraska. We are a limited liability company, organized under the laws of the State of Nebraska. We have been providing investment advisory services since 2015. We are owned as follows:
• Marc Werkmeister – 50% owner
• Dana F. Cole & Company, LLP – 25% owner
• Doug Peterson – 25% owner You may see the term Associated Person throughout this Brochure. As used in this Brochure, this term refers to anyone from our firm who is an officer, employee, and all individuals providing investment advice on behalf of our firm. Where required, such persons are properly registered as investment adviser representatives. Currently, we offer the following investment advisory services, personalized to each individual Client:
• Portfolio Management Services
• Recommendation of Mutual Fund Program/Third Party Investment Advisers
• Financial Consulting Services
• Financial Planning Services
• Retirement Plan Consulting Services Portfolio Management Services Our firm offers continuous discretionary portfolio management services. Discretionary portfolio management means we will make investment decisions and place buy or sell orders in your account without contacting you. These decisions are made based upon your stated investment objectives. You may impose reasonable restrictions on investing in certain securities, types of securities, or industry sectors. Our investment advice is tailored to meet your needs and investment objectives. If you decide to hire our firm to manage your portfolio, we will meet with you to gather your financial information, determine your goals, and decide how much risk you should take in your investments. The information we gather will help us implement an asset allocation strategy that will be specific to your goals, whether we are actively investing for you or simply providing you with advice. PFA does not recommend one particular type of security over other types of securities, but we do provide advice on various types of securities, such as exchange listed equities, exchange traded funds (ETFs), fixed income securities and mutual funds. Additionally, we will provide advice on existing investments you may hold at the inception of the advisory relationship or on other types of investments for which you ask advice. However we construct your investment portfolio, we will monitor your portfolio’s performance on a continuous basis, and rebalance the portfolio whenever necessary, as changes occur in market conditions, your financial circumstances, or both. Wrap Fee Programs PFA is the portfolio manager and sponsor of the Professional Financial Advisors Wrap Fee Program. A wrap fee program combines portfolio management, advisory services, and trade execution for a single fee. PFA, as portfolio 6 | P a g e manager is responsible for the research, security selection, and implementation of transaction orders in the Client's account. The transactions in the Client's account will be executed by and custodied at either Charles Schwab or Altruist Financial LLC (“Schwab” or “Altruist”). PFA receives a portion of the Wrap Fee for portfolio management services. Schwab or Altruist will receive a portion of the fee for trade execution expenses. Please see the attached Wrap Fee Brochure for additional information on this program. Except for accounts custodied at American Funds and Nationwide Advisory Solutions, all accounts are placed in the Professional Financial Advisors Wrap Fee Program. Recommendation of Mutual Funds – Managed Through Our Non-Wrap Portfolio Management Service As part of our overall portfolio management strategy, we may recommend American Funds to manage all or a portion of your account. We utilize the platform of American Funds, a directly held mutual fund company, that gives us access to a family of mutual funds with varying degrees of risk and investment objectives in order to create a customized and diversified portfolio for you. The American Funds platform allows us to offer our Clients funds within the American Fund Family through a specific share class. Shares in this class do not have upfront or a contingent deferred sales charges (“CDSC”) and do not carry a 12b-1 fee but may have slightly higher administrative costs than other share classes. Clients should consult the fund’s prospectus to have a better understanding of the costs and expenses of the specific mutual fund and its share class. We will periodically monitor the funds to ensure its management and investment style remains aligned with your investment goals and objectives. Recommendation of Variable Annuities - Managed Through Our Non-Wrap Portfolio Management Service We offer discretionary asset management of variable annuity portfolios through Nationwide Advisory Solutions. The Nationwide platform gives us access to a large range of investment strategies and securities. Investments are determined by the IAR managing the account and in accordance with the client’s investment objectives. Variable annuities managed through the Nationwide Advisory Solutions platform are fee based and do not incur commission charges. For its services as custodian, Nationwide Advisory Solutions charges a flat monthly insurance charge of $20 without regard to the size of account. Specifics regarding the annuities are found in the annuities’ prospectuses and application documents. Selection of Third Party Investment Advisers We may also recommend third party investment advisers or programs to manage all or a portion of your account. All third party investment advisers recommended by our firm must either be registered as investment advisers or exempt from registration requirements. Factors that we take into consideration when making our recommendations include, but are not limited to, the following: the third party investment adviser’s performance, methods of analysis, fees, your financial needs, investment goals, risk tolerance, and investment objectives. We will periodically monitor the third party investment adviser’s performance to ensure its management and investment style remains aligned with your investment goals and objectives. Financial Consulting Services

PFA provides on-going or periodic financial consulting services to clients of unaffiliated financial services providers who have requested separate investment advisory services. Financial consulting services can include elements of financial planning along with portfolio monitoring services and/or other investment advisory consulting services as requested by the client. Financial Planning Services We offer various financial planning related services, which assist our Clients in the management of their financial resources. Financial planning services are based upon an analysis of your individual needs and begin with one or more information gathering consultations. Once we collect and analyse all documentation gathered during these consultations, we provide a written financial plan designed to achieve your financial goals and objectives. In this 7 | P a g e way, PFA assists you in developing a strategy for the successful management of income, assets, and liabilities. In general, financial planning services may include any one or all of the following:
• Cash Flow Analysis – Assessment of your present financial situation by collecting information regarding net worth and cash flow statements, tax returns, insurance policies, investment portfolios, pension plans, employee benefit statements, etc. The firm advises on ways to reduce risk, coordinate, and organize records, and estate information.
• Retirement Analysis – Identification of your long-term financial and personal goals and objectives including advice for accumulating wealth for retirement income or appropriate distribution of assets following retirement. Tax consequences and implications are identified and evaluated.
• Insurance Analysis – Includes risk management associated with advisory recommendations based on a combination of insurance types to meet your needs, e.g., life, health, disability, and long-term care insurance. This will necessitate an analysis of cash needs of family at death, income needs of surviving dependents, and disability income analysis.
• Portfolio Analysis/Investment Planning – We provide investment alternatives, including asset allocation, and effect on your portfolio. We evaluate economic and tax characteristics of existing investments as well as their suitability for your objectives. We identify and evaluate tax consequences and their implications.
• Education Savings Analysis – Alternatives and strategies with respect to the complete or partial funding of college or other post-secondary education.
• Estate Analysis – We provide advice with respect to property ownership, distribution strategies, estate tax reduction, and tax payment techniques. The recommendations and solutions are designed to achieve your desired goals, subject to periodic evaluation of the financial plan, which may require revision to meet changing circumstances. Financial plans are based on your financial situation based on the information provided to the firm. We should be notified promptly of any change to your financial situation, goals, objectives, or needs. You can also request financial planning services that cover a specific area, such as retirement or estate planning, asset allocation analysis, manager due diligence and 401(k) platform due diligence. We offer consultative services where we set an appointment to meet with you for financial planning advice for an hourly fee. You may choose to accept or reject our recommendations. If you decide to proceed with our recommendations, you may do so either through our investment advisory services or by using the advisory, brokerage, or insurance provider of your choice. Retirement Plan Consulting Services PFA provides several defined contribution plan and defined benefit plan consulting services separately or in combination. While the primary Clients for these services will be pension, profit sharing, and 401(k) plans, PFA will also offer these services, where appropriate, to businesses, individuals, trusts, estates, and charitable organizations. Retirement plan services are comprised of four distinct services. Clients may choose to use any or all of these services: Preparation of IPS PFA will work with the Plan Fiduciary to develop an IPS that will establish an investment strategy to be followed and establish standards for the management and maintenance of the investment options. If an IPS is already in existence, PFA will review the existing IPS and make suggestions for changes and/or improvements thereto as appropriate. Selection of Investment Vehicles 8 | P a g e PFA will review various investments, consisting of one or all of the following: individual equities, bonds, other investment products, and mutual funds (both index and managed) to determine which of these investments are appropriate. The number of investments to be recommended will be determined by the Client. Monitoring of Investment Performance Client investments will be monitored continuously. Although PFA will not be directly effecting transactions, PFA will supervise the Client's portfolio and will make recommendations to the Client as market factors and the Client's needs dictate through periodic reviews. Employee Communications For pension, profit sharing and 401(k) plans where the individual account participant exercises control over assets in his/her own account (hereinafter "self-directed plans"), PFA also provides educational support and investment workshops designed for the Plan participants. The nature of the topics to be covered will be determined by PFA and the Client under the guidelines established in ERISA Section 404(c). Generally, the educational support and investment workshops will NOT provide Plan participants with individualized, tailored investment advice or individualized, tailored asset allocation recommendations. Other pension consulting services are available on request. All of our pension consulting services, whether general or customized, will be outlined in an Agreement that shows the services that will be provided and the fees that will be charged for those services. Assets Under Management As of December 31, 2023, we manage approximately $428,571,888 in Client assets on a discretionary basis, and $71,746,056 in Client assets on a non-discretionary basis.