Optimize Financial (“OFI” or, our “Firm”) is dedicated to providing individuals and other types of clients with a wide array of investment advisory services. Our Firm is a corporation formed under the laws of the State of California in 2018 and has been in business as a Registered Investment Adviser (RIA) since 2021. Our Firm is wholly owned by Casey Witters. The purpose of this Brochure is to disclose the conflicts of interest associated with the investment transactions, compensation and any other matters related to investment decisions made by our Firm or its representatives. As a fiduciary, it is our duty to always act in the client’s best interest. This is accomplished in part by knowing our client. Our Firm has established a service-oriented advisory practice with open lines of communication for many different types of clients to help meet their financial goals. OFI employs a unique process in assisting our clients in building wealth and accomplishing their financial goals. OFI prescribes to the Wealth Planning Framework (WPF, see graphic on next page) authored by Casey Witters. The first building block of the WPF is “Teachability”; clients must be teachable and coachable as a prerequisite to working with OFI. The next building block is “Coach,” which the WPF describes as hiring a caring, competent Financial Advisory Team. In the case of OFI’s clients, this Coach is the OFI team. Additionally, a Coach acts as the client’s Wealth Planning Mindset Coach to guide the client through building a Financial Plan, implementing a defined process to accomplish their plan, and coaching the client to prune unhealthy wealth planning mindsets and behaviors that might inhibit them from accomplishing their most cherished financial goals. The next level of the WPF is “Plan.” OFI believes the Plan, which is financial in nature, is critical in successful goal accomplishment. It is critical because when one’s goals are written down and tracked, it is statistically shown to increase odds of goal realization by forty percent or more. OFI will not take on a full advisory client without their agreement to commit to OFI’s WPF, which includes adherence to the Plan. “Process” is next in OFI’s WPF. The Process level of the WPF requires ongoing tracking, maintenance of the Plan, with commitment to the OFI Core Strategies. This step begins once a client approves that the financial Plan addresses their desired objectives. Process also requires approval of OFI’s Core Strategies. These Core Strategies address all of the client’s Wealth Planning Essentials (WPEs, see service packages for detailed list) and are decided upon in collaboration between OFI and client. Then, depending on the advisory service level of the client, the financial Plan is implemented via OFI’s Core Strategies to accomplish the client’s financial goals and reach the final level of the WFP: Wealth. A study from Dominican University of California shows when goals are documented and combined with commitments to action , and coupled with accountability, the odds of goal realization increases by seventy-eight percent. It is fundamental for OFI clients to commit to the adherence of OFI’s coaching and guidance by maintaining and executing their financial Plan using the Process and strategies laid out to accomplish client goals. There are many ways to build wealth, nevertheless OFI prescribes to the Wealth Planning Framework and OFI’s Core Strategies developed by Casey Witters. ADV Part 2A – Firm Brochure Page 5 Optimize Financial Inc. Types of Advisory Services Offered Wealth Planning Framework (WPF) Advisory Services: Our Firm is committed to delivering holistic, goals-based financial planning via OFI’s Wealth Planning Framework (see above). Our financial professionals will be there every step of the way for its clients and their loved ones for generations to come. OFI provides a Premium tier service with a goals-based financial planning for individuals and households with $2MM or more in assets under management (AUM). Clients who are suitable for our services, but do not meet the AUM threshold for Premium tier service, will receive our Standard tier of service. Prior to 2023, OFI considered individuals or households who did not meet the minimum asset threshold to enter either Premium or Standard service outright. These individuals or households were considered by OFI on the basis that, for various reasons, they would reach the required AUM within one to two years of signing an agreement with OFI. In 2023, this consideration has been streamlined by creating “Provisional Clients.” A Provisional Client will be tracked and reviewed by OFI, every six months, over no more than a two-year period, to verify their progress towards reaching the target AUM requirement. This means exceptions are no longer granted by OFI and if a prospective or Provisional Client does not meet the AUM requirement, either initially or after a provisional status, then they will be deemed to not be a suitable client for OFI, and their agreement will be terminated. Our Firm provides comprehensive services similar to a family office. OFI acts as our clients’ liaison for the implementation of OFI’s WPF and Core Strategies addressing each of OFI’s Wealth Planning Essentials (WPEs, see graphic on page 7). The WPEs include the following: Cash Flow & Credit Management, Insurance Planning, Comprehensive Investment Planning, Federal & Employee Benefits, Estate Planning, Real Estate Planning & Lending, Business Planning, Tax Planning, Education Planning, Generosity & Charitable Giving, and Family Financial Literacy. Our Firm conducts meetings with clients to understand their current financial situation, existing resources, and financial goals. OFI gives clear notice to all prospective clients, during initial interest meetings, ADV Part 2A – Firm Brochure Page 6 Optimize Financial Inc. that all equity fund investing is the investment approach in our clients’ long-term best interest. OFI believes by applying

a framework with a commitment to consistent wealth-planning-mindset- coaching all clients can be disciplined equity investors for life. Clients do not sign on with OFI unless they are committed to being equity investors for life. Clients understand this commitment requires a willingness to hold these investments throughout all market cycles. Our Firm understands the importance of longevity and the goal of growing family wealth. In addition to their own financial resources, we understand our clients want to ensure their heirs are adequately able to handle their own financial circumstances. Therefore, our Firm provides heirs with services even if they personally do not meet OFI’s asset or income minimums. The level of service is dependent on the family’s, (a.k.a., the primary household) assets under management. Heirs will be charged at the same rate as the primary household for services provided by OFI. Our Firm offers our services in two distinct tier-level packages: Standard and Premium. Advisory fees for each package can be viewed in Item 5: Fees & Compensation. A description of each package with service offerings is outlined on the next page. ADV Part 2A – Firm Brochure Page 7 Optimize Financial Inc. Wealth Planning Framework Standard Premium OFI Wealth Planning Framework (WPF) which includes Financial Plan with recommended OFI Core Strategies addressing all Wealth Planning Essentials (WPEs) Yes Liaison for implementation Wealth Planning Mindset Coaching Yes Yes Financial Plan Review Annual Annual Touch Base Bi-Annually or for Life Change At Will Cash Flow & Credit Management Refer to Outside Budgeting Resources, Asset Backed Credit Line Recommendations Refer to Outside Budgeting Resources, Asset Backed Credit Line Recommendations Insurance Planning Included in Annual Review Liaison for all needs Comprehensive Investment Planning Yes Yes Federal & Employee Benefits Non-Qualified & Qualified Retirement Plans Review included in Annual Review, review and recommendations for Federal benefits Annual Employee Benefits Review & Recommendations, Non-Qualified & Qualified Retirement Plan Review as needed, assistance with all Federal benefit analysis and claiming Estate Planning Document review when drafted or changed, End of Life/Estate Settlement Review Liaison & Reviewer, End of Life/Estate Settlement Liaison Real Estate Planning & Lending Real estate lending recommendations Liaison for all real estate transactions Business Planning Business Owner Strategy Recommendations included in Annual Review Liaison for all needs Tax Planning Tax Efficient Strategy Recommendations included in Annual Review Liaison to Tax Professional Education Planning Develop strategy & recommend most suitable investments or tax- advantaged accounts Liaison for all needs Generosity & Charitable Giving Develop strategy & recommend most suitable investments or tax- advantaged accounts Liaison for all needs Family Financial Literacy No Service Provided Heirs receive Standard service level up to $2M AUM at which point they will transition to Premium service level, if Primary Household AUM reaches $20MM+ then heirs are automatically transitioned to Premium service level regardless of their AUM ADV Part 2A – Firm Brochure Page 8 Optimize Financial Inc. Standalone Financial Planning & Consulting: In addition to the Premium and Standard service levels, our Firm provides a standalone financial planning and consulting service to clients. This service is for the management of financial resources based on an analysis of current situation, goals, and objectives of clients. Financial planning services and consulting typically involves drafting a financial plan for a client. Generally, for this service, OFI will provide recommendations and advice while the execution of the plan falls to the client. Financial plans, once approved by clients who choose this service, usually include recommendations for a course of action or specific activity to be taken by the clients. The timing of the execution of OFI’s recommendations will be at the discretion of the client. Our Firm provides clients with a summary of their financial situation, and observations for financial planning engagements. Ongoing financial consultations are not typically accompanied with the written summary, as the process is less inclusive and formal than OFI’s Wealth Planning Framework Advisory services. The Financial Planning and Consulting service is a one-time offering for clients who are eager to learn more about OFI’s methodology while working towards building wealth and reaching their financial goals. Assuming required documents are promptly delivered to OFI, plans or consultations are typically completed within 3 weeks but no later than 6 months after the client signs an agreement with our Firm. Tailoring of Advisory Services Our Firm offers individualized investment advice to our Wealth Planning Framework Advisory clients. General investment advice will be offered to our standalone Financial Planning & Consulting clients. Our Firm does not usually allow clients to impose restrictions on investing in certain securities. This is because restrictions on investing may clash with OFI’s Core Strategies, which could be counterproductive to OFI’s investment advice. Finally, adherence to the Plan is fundamental to OFI’s Wealth Planning Framework. Exceptions will be made on a case-by-case basis. Participation in Wrap Fee Programs Our Firm does not offer or sponsor a wrap fee program. Regulatory Assets Under Management As of December 31, 2023, our Firm manages $152,483,900 on a discretionary basis. This is the total assets under management for OFI.