A. Firm Information Alpha Financial Partners LLC (“Alpha Financial” or the “Advisor”) is a registered investment advisor with the U.S. Securities and Exchange Commission (“SEC”). Alpha Financial which is organized as a Limited Liability Company under the laws of the State of Delaware. Alpha Financial was founded in October 2019 and became a registered investment advisor in December 2019. Alpha Financial is owned by AFCT, LLC and Sycamore Rd, LLC. The Principal Officers of Alpha Financial are Marc I. Cobane, CRPS® (Co-Founder and Partner), Aaron P. Ammerman (Co-Founder and Partner), and Gregory M. Turcotte (Co-Founder, Partner and Chief Compliance Officer).
This Disclosure Brochure provides information regarding the qualifications, business practices, and the advisory services provided by Alpha Financial. For information regarding this Disclosure Brochure, please contact Greg Turcotte at (859) 785-2660.
B. Advisory Services Offered Wealth Management Services Alpha Financial provides customized wealth management solutions for its Clients. This is achieved through continuous personal Client contact and interaction while providing discretionary investment management, financial planning, and related advisory services as described below.
Alpha Financial offers investment advisory services to high-net-worth individuals, families, trusts, estates, businesses, and retirement plans (each referred to as a “Client”).
The Advisor serves as a fiduciary to Clients, as defined under the applicable laws and regulations. As a fiduciary, the Advisor upholds a duty of loyalty, fairness and good faith towards each Client and seeks to mitigate potential conflicts of interest. Alpha Financial’s fiduciary commitment is further described in the Advisor’s Code of Ethics. For more information regarding the Code of Ethics, please see Item 11 – Code of Ethics, Participation or Interest in Client Transactions and Personal Trading.
Investment Management Services - Alpha Financial provides customized investment advisory solutions for its Clients. This is achieved through continuous personal Client contact and interaction while providing discretionary investment management and related advisory services. Alpha Financial works with each Client to identify their investment goals and objectives as well as risk tolerance and financial situation in order to create an investment strategy. Alpha Financial will then design an investment strategy that may include the Advisor’s internal investment management and/or the use of independent managers and/or internal investment management. The Advisor may retain certain legacy investments based on portfolio fit and/or tax considerations. Alpha Financial will select, recommend and/or retain mutual funds on a fund by fund basis. Due to specific custodial and/or mutual fund company constraints, material tax consideration, and/or systematic investment plans, Alpha Financial will select, recommend and/or retain a mutual fund share class that does not have trading costs, but do have higher internal expense ratios than institutional share classes. Alpha Financial will seek to select the lowest cost share class available that is in the best interest of each Client and will ensure the selection aligns with the Client’s financial objectives and stated investment guidelines.
Retirement Plan Accounts – When deemed to be in the Client’s best interest, the Advisor will recommend that a Client roll over its retirement plan account into an account managed by the Advisor. In such instances, the Advisor will serve as an investment fiduciary as that term is defined under The Employee Retirement Income Security Act of 1974 (“ERISA”). Such a recommendation creates a conflict of interest as the Advisor will earn a new (or increase its current) advisory fee as a result of the rollover. No client is under any obligation to roll over retirement plan assets to an account managed by the Advisor. Internal Management – Alpha Financial will construct Client portfolios utilizing mutual funds, exchange-traded funds (“ETFs”), mutual funds, individual equities and individual bonds. The Advisor may also utilize options, leveraged and inverse ETFs, private investments and other types of investments, as appropriate, to meet the needs of certain Page 5 Clients.
Alpha Financial’s investment approach is primarily long-term focused, but the Advisor may buy, sell or re-allocate investments that have been held for less than one year to meet the objectives of the Client or due to market conditions. Alpha Financial will construct, implement and monitor the portfolio to ensure it meets the goals, objectives, circumstances, and risk tolerance agreed to by the Client. Each Client will have the opportunity to place reasonable restrictions on the types of investments to be held in their respective portfolio, subject to acceptance by the Advisor. Alpha Financial evaluates and selects investments for inclusion in Client portfolios only after applying its internal due diligence process. Alpha Financial may recommend, on occasion, redistributing investment allocations to diversify the portfolio. Alpha Financial may recommend specific positions to increase sector or asset class weightings. The Advisor may recommend employing cash positions as a possible hedge against market movement. Alpha Financial may recommend selling positions for reasons that include, but are not limited to, harvesting capital gains or losses, business or sector risk exposure to a specific security or class of securities, overvaluation or overweighting of the position[s] in the portfolio, change in risk tolerance of Client, generating cash to meet Client needs, or any risk deemed unacceptable for the Client’s risk tolerance.
At no time will Alpha Financial accept or maintain custody of a Client’s funds or securities, except for the limited authority as detailed in Item 15 - Custody. All Client assets will be managed within their designated brokerage account or pension account, pursuant to the Client investment advisory agreement. Please see Item 12 – Brokerage Practices.
Use of Independent Managers – Alpha Financial in certain circumstances will recommend that a Client utilize one or more unaffiliated investment managers or investment platforms (collectively “Independent Managers”) in connection with a Client’s investment strategy[ies]. In such instances, the Client may be required to authorize and enter into an advisory agreement with the Independent Manager[s] that defines the terms in which the Independent Manager[s] will provide investment management and related services. The Advisor will assist in the development of investment policy recommendations and managing the ongoing Client relationship. The Advisor will perform initial and ongoing oversight and due diligence over the selected Independent Manager[s] to ensure the Independent Managers’ strategies and target allocations remain aligned with the Clients’ investment objectives and overall best interests. The Client, prior to entering into an agreement with unaffiliated investment manager[s] or investment platform[s], will be provided with the Independent Manager's Form ADV 2A (or a brochure that makes the appropriate disclosures).
Participant Account Management - As part of the Advisor’s Investment Management Services, when appropriate, the Advisor will use a third-party platform to facilitate management of held away assets such as defined contribution plan participant accounts, with discretion. The platform allows us to avoid being considered to have custody of Client funds since we do not have direct access to Client log-in credentials to affect trades. We are not affiliated with the platform in any way and receive no compensation from them for using their platform. A link will be provided to the Client allowing them to connect

an account(s) to the platform. Once Client account(s) is connected to the platform, Adviser will review the current account allocations. When deemed necessary, Adviser will rebalance the account considering client investment goals and risk tolerance, and any change in allocations will consider current economic and market trends. The goal is to improve account performance over time, minimize loss during difficult markets, and manage internal fees that harm account performance. Client account(s) will be reviewed at least quarterly and allocation changes will be made as deemed necessary.
Financial Planning Services Alpha Financial will typically provide a variety of financial planning services to Clients. Services may be provided as part of an overall wealth management engagement or under separate agreement, pursuant to a written financial planning agreement. Services are offered in several areas of a Client’s financial situation, depending on their goals and objectives. Generally, such financial planning services will involve preparing a financial plan or rendering a financial consultation based on the Client’s financial goals and objectives. This planning or consulting may encompass one or more areas of need, including, but not limited to investment planning, retirement planning, estate planning, personal savings, education savings and other areas of a Client’s financial situation.
Page 6 A financial plan developed for or financial consultation rendered to the Client will usually include general recommendations for a course of activity or specific actions to be taken by the Client. For example, recommendations may be made that the Client start or revise their investment programs, commence or alter retirement savings, establish education savings and/or charitable giving programs. Alpha Financial may also refer Clients to an accountant, attorney or other specialist, as appropriate for their unique situation. For certain financial planning engagements, the Advisor will provide a written summary of Client’s financial situation, observations, and recommendations. For consulting or ad-hoc engagements, the Advisor may not provide a written summary. Plans or consultations are typically completed within six months of contract date, assuming all information and documents requested are provided promptly.
Financial planning and consulting recommendations pose a conflict between the interests of the Advisor and the interests of the Client. For example, the Advisor has an incentive to recommend that Clients engage the Advisor for investment management services or to increase the level of investment assets with the Advisor, as it would increase the amount of advisory fees paid to the Advisor. Clients are not obligated to implement any recommendations made by the Advisor or maintain an ongoing relationship with the Advisor. If the Client elects to act on any of the recommendations made by the Advisor, the Client is under no obligation to implement the transaction through the Advisor.
Business Planning Services Alpha Financial will typically provide a variety of business planning services to Clients. Services may be provided under separate agreement, pursuant to a written business planning agreement. Services are offered in several areas of a Client’s specific situation. Generally, such business planning services will involve preparing a business plan or rendering a business consultation based on the Client’s business needs. This planning or consulting may encompass one or more areas of need, including, but not limited to business succession planning, employee benefit planning, informal business valuation, buy/sell agreement review and other areas of a Client’s business.
A business plan developed for or business consultation rendered to the Client will usually include general recommendations for a course of activity or specific actions to be taken by the Client. Alpha Financial may also refer Clients to an accountant, attorney or other specialist, as appropriate for their unique situation. For certain business planning engagements, the Advisor will provide a written summary of observations, and recommendations. For consulting or ad-hoc engagements, the Advisor may not provide a written summary. Plans or consultations are typically completed within six months of contract date, assuming all information and documents requested are provided promptly.
Retirement Plan Advisory Services Alpha Financial provides non-discretionary (ERISA 3(21)) or discretionary (ERISA 3(38)) retirement plan advisory services on behalf of the retirement plans (each a “Plan”) and the company (the “Plan Sponsor”). The Advisor’s retirement plan advisory services are designed to assist the Plan Sponsor in meeting its fiduciary obligations to the Plan and its Plan Participants. Each engagement is customized to the needs of the Plan and Plan Sponsor. Services generally include: Vendor Analysis Plan Participant Enrollment and Education Assistance Investment Policy Statement (“IPS”) Design and Review Investment Oversight (ERISA) Discretionary Investment Management (ERISA 3(38)) Performance Reporting Ongoing Investment Recommendation and Assistance Benchmarking Services ERISA 404(c) Assistance These services are provided by Alpha Financial serving in the capacity as a fiduciary under the Employee Retirement Income Security Act of 1974, as amended (“ERISA”). In accordance with ERISA Section 408(b)(2), the Plan Sponsor is provided with a written description of Alpha Financial’s fiduciary status, the specific services to be rendered and all direct and indirect compensation the Advisor reasonably expects under the engagement.
Page 7 C. Client Account Management Prior to engaging Alpha Financial to provide investment advisory services, each Client is required to enter into one or more advisory agreements with the Advisor that define the terms, conditions, authority and responsibilities of the Advisor and the Client. These services may include:  Establishing an Investment Strategy – Alpha Financial, in connection with the Client, will develop a strategy targeted to achieve the Client’s investment goals and objectives.
 Asset Allocation – Alpha Financial will develop a strategic asset allocation that is targeted to meet the investment objectives, time horizon, financial situation and tolerance for risk for each Client.  Portfolio Construction – Alpha Financial will develop a portfolio for the Client that is intended to meet the stated goals and objectives of the Client.  Investment Management and Supervision – Alpha Financial will provide investment management and ongoing oversight of the Client’s portfolio. D. Wrap Fee Programs Alpha Financial includes, in addition to securities transaction fees for certain mutual funds, custodial costs / administrative fees / wire fees / trade away transactions / other fees and expenses (herein “Covered Costs”) securities transaction fees together with its investment advisory fees. Including these fees into a single asset-based fee is considered a “Wrap Fee Program”. The Advisor customizes its investment management services for its Clients. The Advisor sponsors the Alpha Financial Partners Wrap Fee Program solely as a supplemental disclosure regarding the combination of fees. Depending on the level of trading required for the Client’s account[s] in a particular year, the Client may pay more or less in total fees than if the Client paid its own transaction fees. Please see Appendix 1 – Wrap Fee Program Brochure, which is included as a supplement to this Disclosure Brochure.
E. Assets Under Management As of December 31, 2022 Alpha Financial manages $257,111,052 in Client assets, $231,170,568 of which are managed on a discretionary basis and $25,940,484 on a non-discretionary basis. Clients may request more current information at any time by contacting the Advisor.