Description of Firm
The Keystone Financial Alliance, LLC ("Keystone") is dedicated to providing individuals and families
with a wide array of investment advisory services. Our firm is a limited liability company formed in the
State of Georgia. Our firm has been in business as an investment adviser since 2013 and is owned by
Brian Henderson. We specialize in Consulting and Financial Planning, Comprehensive Portfolio
Management and Portfolio Management.
The following paragraphs describe our services and fees. Refer to the description of each investment
advisory service listed below for information on how we tailor our advisory services to your individual
needs. As used in this brochure, the words "we," "our," and "us" refer to The Keystone Financial
Alliance, LLC and the words "you," "your," and "client" refer to you as either a client or prospective
client of our firm.
Advisory Services We Offer
Consulting and Financial Planning:
We provide a variety of consulting and financial planning services to individuals, families and other
clients regarding the management of their financial resources based upon an analysis of the client's
current situation, goals, and objectives. This planning or consulting may encompass one or more of the
following areas: Investment Planning, Retirement Planning, Estate Planning, Charitable Planning,
Education Planning, Corporate and Personal Tax Planning, Cost Segregation Study, Corporate
Structure, Real Estate Analysis, Mortgage/Debt Analysis, Insurance Analysis, Lines of Credit
Evaluation, Business and Personal Financial Planning.
These Engagements are typically completed within 6 - 12 months of the client signing a contract with
us, assuming all the information and documents we request from the client are provided to us
promptly. Implementation of the recommendations will be at the discretion of the client.
Comprehensive Portfolio Management:
Our Comprehensive Portfolio Management service encompasses asset management as well as
providing financial planning/financial consulting to clients. It is designed to assist clients in meeting
their financial goals through procedural solutions and the use of financial investments. We may
conduct an initial and annual client meeting, depending on client needs, in order to understand their
current life and financial situation, existing resources, financial goals, and tolerance for risk. Based on
what we learn, we propose an investment approach to the client. We may propose an investment
portfolio, consisting of exchange traded funds ("ETFs"), mutual funds, individual stocks or bonds, or
other securities. Upon the client's agreement to the proposed investment plan, we work with the client
to establish or transfer investment accounts so that we can oversee the client's portfolio. Once the
relevant accounts are under our management, we review such accounts on an ongoing basis. We may
periodically rebalance or adjust client accounts under our management. If the client experiences any
significant changes to his/her financial or personal circumstances, the client must notify us so that we
can consider such information in managing the client's portfolio.
We may utilize Independent Money Managers, where we design an investment portfolio on a fee-only
basis for a percentage of assets in conjunction with another investment
advisory firm. Before selecting
other advisers, we make sure that the other advisers are properly licensed or registered.
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Portfolio Management:
As part of our portfolio management service, we generally recommend a portfolio, consisting of
individual stocks or bonds, exchange traded funds ("ETFs"), options, mutual funds and other public
and private securities or investments. The client's individual investment strategy is tailored to their
specific needs and may include some or all of the previously mentioned securities. Each portfolio will
be initially designed to meet a particular investment goal, which we determine to be suitable to the
client's circumstances. Once the appropriate portfolio has been determined, we will conduct reviews on
an ongoing basis and if necessary, rebalance the portfolio based upon the client's individual needs,
stated goals and objectives. Each client has the opportunity to place reasonable restrictions on the
types of investments to be held in the portfolio.
Tailoring of Advisory Services
We offer individualized investment advice to clients utilizing our Comprehensive Portfolio Management
service and offer general investment advice to clients utilizing our Consulting and Financial Planning.
Each client has the opportunity to place reasonable restrictions on the types of investments to be held
in the portfolio. Restrictions on investments in certain securities or types of securities may not be
possible due to the level of difficulty this would entail in managing the account. Restrictions would be
limited to our Comprehensive Portfolio Management service.
Participation in Wrap Fee Programs
We do not offer wrap fee programs.
IRA Rollover Recommendations
Effective December 20, 2021 (or such later date as the US Department of Labor ("DOL") Field
Assistance Bulletin 2018-02 ceases to be in effect), for purposes of complying with the DOL's
Prohibited Transaction Exemption 2020-02 ("PTE 2020-02") where applicable, we are providing the
following acknowledgment to you. When we provide investment advice to you regarding your
retirement plan account or individual retirement account, we are fiduciaries within the meaning of Title I
of the Employee Retirement Income Security Act and/or the Internal Revenue Code, as applicable,
which are laws governing retirement accounts. The way we make money creates some conflicts with
your interests, so we operate under a special rule that requires us to act in your best interest and not
put our interest ahead of yours. Under this special rule's provisions, we must:
•Meet a professional standard of care when making investment recommendations (give prudent
advice);
•Never put our financial interests ahead of yours when making recommendations (give loyal
advice);
•Avoid misleading statements about conflicts of interest, fees, and investments;
•Follow policies and procedures designed to ensure that we give advice that is in your best
interest;
•Charge no more than is reasonable for our services; and
•Give you basic information about conflicts of interest.
Assets Under Management
As of December 31, 2022, we provide continuous management services for $129,417,766 in client
assets on a discretionary basis, and $3,073,054 in client assets on a non-discretionary basis.
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