Page 4
A. Virtue Asset Management, LLC
Virtue Asset Management, LLC (“Virtue Asset Management” or “the firm”) is an Illinois limited
liability company. Robert P. Finley is the firm’s sole owner. Virtue Asset Management has been
providing investment advisory services since 2016.
B. Advisory Services Offered
Discretionary Asset Management Services
For its discretionary asset management services, Virtue Asset Management receives a limited
power of attorney to affect securities transactions on behalf of its clients that include securities
and strategies described in Item 8 of this brochure.
Virtue Asset Management’s discretionary asset management services are predicated on the
client's investment objectives, goals, tolerance for risk, and other personal and financial
circumstances. Virtue Asset Management will analyze each client's current investments,
investment objectives, goals, age, time horizon, financial circumstances, investment experience,
investment restrictions and limitations, and risk tolerance and implement a portfolio consistent
with such investment objectives, goals, risk tolerance and related financial circumstances Virtue
Asset Management’s objective is to review the client’s tax, financial, and estate planning
objectives and goals in connection with the client’s investment objectives, goals, tolerance for
risk, and other personal and financial circumstances and make appropriate recommendations
and implementation decisions. Virtue Asset Management may engage third-party service
providers to assist with the tax and estate planning portion of the services provided to clients. In
addition, Virtue Asset Management may utilize third-party software to analyze individual
security holdings and separate account managers utilized within the client’s portfolio.
Virtue Asset Management’s investment advisory services to clients take into account a client's
personal financial circumstances, investment objectives and tolerance for risk (e.g., cash-flow, tax
and estate). Virtue Asset Management’s engagement with a client will include, as appropriate,
the following:
▪ Providing assistance in reviewing the client's current investment portfolio against the
client's personal and financial circumstances as disclosed to Virtue Asset Management in
response to a questionnaire and/or in discussions with the client and reviewed in
meetings with Virtue Asset Management.
▪ Analyzing the client's financial circumstances, investment holdings and strategy, and
goals.
▪ Providing assistance in identifying a targeted asset allocation and portfolio design.
▪ Implementing and/or recommending individual equity and fixed income securities,
mutual funds and ETFs.
Page 5
▪ Reporting to the client on a quarterly basis or at some other interval agreed upon with
the client, information on contributions and withdrawals in the client's investment
portfolio.
▪ Proposing changes in the client's investment portfolio in consideration of changes in the
client's personal circumstances, investment objectives and tolerance for risk, the
performance record of any of the client's investments, and/or the performance of any
fund retained by the client.
▪ If the client’s portfolio and personal circumstances, investment objectives, and tolerance
for risk make such advice appropriate, providing recommendations to hedge a client’s
portfolio through the use of derivative strategies, to generate additional income through
the use of covered call option writing strategies involving exchange listed or OTC
options, and/or to monetize or hedge concentrated stock positions.
Clients have the right to provide the firm with any reasonable investment restrictions that should
be imposed on the management of their portfolio, and should promptly notify the firm in
writing of any changes
in such restrictions or in the client's personal financial circumstances,
investment objectives, goals and tolerance for risk. Virtue Asset Management will remind clients
of their obligation to inform the firm of any such changes or any restrictions that should be
imposed on the management of the client’s account. Virtue Asset Management will also contact
clients at least annually to determine whether there have been any changes in a client's personal
financial circumstances, investment objectives and tolerance for risk.
Financial Planning Services
Financial planning may be provided to clients as part of their asset management services. Clients
will not be charged for this additional service. Clients may receive a written or oral report
(depending on the client’s preference) providing a basic financial plan designed to help achieve
their stated financial goals and objectives. Based on the client’s needs, financial planning
services may include (but are not limited to) the following:
▪ Preparation of a recommended asset allocation that serves to diversify the client's
portfolio among different categories of investments, such as domestic and international
small, medium, and large capitalization securities; corporate and government fixed
income (short-, intermediate-, and long-term maturities); emerging market securities (i.e.,
foreign issuers); real estate investment trusts; and such other alternative asset categories
that are suitable in light of the client's investment goals, objectives, and risk tolerance.
▪ Preparation of an investment policy statement setting forth the client’s investment plan,
with specific direction in terms of diversification requirements, tax issues, estate planning
issues, risk tolerance, retirement, and other identified objectives of the client, including a
targeted rate-of-return objective.
▪ Preparation of a retirement plan that serves to identify whether the client is saving
enough and investing in a way that meets retirement objectives in light of the client's
financial circumstances and risk tolerance.
▪ Preparation of cash flow projections to ensure that the client can meet daily living
expenses and obligations.
Page 6
▪ Insurance planning to meet the needs of the client, taking into account family, business,
and other financial objectives of the client.
▪ General family office and business consulting:
• Retirement objectives
• Philanthropy
• Estate planning
• Wealth transition
• Business succession and related issues
• Recommendation of third-party managers for use by the client
Virtue Asset Management gathers required information through in-depth personal interviews
and questionnaires. Information gathered includes a client's current financial status, investment
objectives, future goals, and attitudes toward risk. Related documents supplied by the client are
carefully reviewed, and a report is prepared covering one or more of the above-mentioned
topics as directed by the client.
C. Client-Tailored Services and Client-Imposed Restrictions
Each client’s account will be managed on the basis of the client’s financial situation and
investment objectives and in accordance with any reasonable restrictions imposed by the client
on the management of the account—for example, restricting the type or amount of security to
be purchased in the portfolio.
D. Wrap Fee Programs
Virtue Asset Management does not participate in wrap fee programs, where certain brokerage
commissions and transaction costs are included in the asset-based fee charged to the client.
E. Client Assets Under Management
As of December 31, 2023, Virtue Asset Management had $140,097,089 discretionary assets and
$7,572,293 non-discretionary assets under management.
Item 5: Fees and Compensation