4.A. Describe your advisory firm, including how long you have been in business. Identify your
principal owner(s).
VISION
Our vision is to see our clients financially secure in their world, enjoying their lives, and delighted to be
associated with our firm.
MISSION
The mission of Grunden Financial Advisory, Inc. is to enhance the well-being of our clients through wise
life planning, reliable investment methods, and excellent client service.
Grunden Financial Advisory, Inc. (Grunden, we, us, our) is a fee based investment advisory and
wealth management firm established to accomplish our vision and mission on behalf of our clients.
The Adviser is a fiduciary and is required to act in a client’s best interest at all times.
Ricky Lee Grunden, Sr. Year of Birth: 1951
Ricky Grunden, Sr. received his Certified Financial Planner® designation in 1988. He also received the
Accredited Investment Fiduciary® in March 2011. Early in his career he successfully passed the North
American Securities Division (NASD) which became the Financial Industry Regulatory Authority, Inc. or
FINRA
(www.finra.org) Investment Company and Variable Contracts Representative Series 6 exam, the
Direct Participation Program Representative Series 22 exam, the Uniform Securities Agent State Law
series 66 exam in 1982, and then the General Securities Representative Series 7 exam in 1984. In 1970
he attended Galveston Community College and then the University of North Texas school of business
from 1970-1973 and 1989. Ricky Grunden, Sr. resigned all the above licenses in July 1999.
Ricky Grunden entered the financial services industry through the life and health insurance business in
1974, transitioned to financial planning in 1980, money management in 1992, and comprehensive wealth
management in 2001.
He founded Grunden Financial Advisory, Inc. on December 22, 2002, where he serves as President and
CEO and currently owns 50% of the company. Prior to Grunden Financial Advisory, Inc., Ricky Grunden
owned Ricky Grunden Investment Advisors from 2001-2002, and from 1986 to 2000 was Vice President,
Secretary and Director of Rhoads Grunden Lucca Capital Management, Inc.
David Ashley Ragan Year of Birth: 1979
Dave Ragan received his Certified Financial Planner® designation in 2006 and also received the
Accredited Investment Fiduciary® in March 2013. He graduated with a Bachelor of Business
Administration Degree in Financial Planning in 2003.
Dave entered the financial services industry in July 2002 where he was employed by Carter Advisory
Services in Dallas, TX until 2003 when he launched his financial planning career with Grunden Financial
Advisory, Inc. in June of 2003. Dave served as the firm’s Financial Planning Specialist for eight years,
was then promoted to Senior Financial Planning Specialist on January 1, 2012, and is now Vice President
of Financial Planning and Chief Compliance Officer. Recognizing Dave’s ten year commitment to
Grunden Financial Advisory, Inc. and their clients, Dave was invited to become shareholder in 2012 and
is now 33% owner of the company. Dave is responsible for developing investment and wealth
management plans, meeting with clients, and participating in the execution and servicing of those plans.
In addition to his responsibilities at Grunden, Dave has taught financial planning at the University of North
Texas since 2010.
4.B. Describe the types of advisory services you offer. If you hold yourself out as specializing in
a particular type of advisory service, such as financial planning, quantitative analysis, or market
timing, explain the nature of that service in greater detail. If you provide investment advice only
with respect to limited types of investments, explain the type of investment advice you offer, and
disclose that your advice is limited to those types of investments.
WEALTH MANAGEMENT AND THE WEALTH BUILDER CHALLENGESM
We are leaders for two financial planning offerings: The Grunden Wealth Management Consulting
Process SM (WM) and The Grunden Wealth Builder Challenge Program SM (WBC). Clients and
prospective clients qualify for either offering based on their personal goals and objectives, their attitude
toward investing, risk, working with an advisor, and their ability to place minimum assets with Grunden
or agree to a minimum fee. Each offering includes aspects of the seven steps of the financial planning
process and are designed to ferret out short and long term financial goals and objectives of the client.
Each offering will typically consist of an initial meeting, a written report that includes an assessment of
their current situation, a recommended asset allocation, an analysis of their retirement goals and
concerns, monthly reports, and at least an annual meeting. The written report referred to as the
Investment Plan will inform clients or potential clients who participate in either plan offering of the advisory
service we offer below. WM clients will receive wealth management considerations for them to bring
before their existing team of professionals (attorney, CPA, insurance agent, mortgage broker, etc.) for
vetting and implementation. Should a client choose to implement the recommendations contained in any
report, we suggest the client work closely with their own attorney, accountant, insurance agent,
stockbroker, and/or Grunden. Implementing any recommendations in whole or in part is entirely at the
client's discretion.
INVESTMENT SUPERVISORY SERVICES
Grunden provides Investment Supervisory Services defined as giving advice to a client or making
investments for a client based on the individual needs of the client. For example, creating a life time
income program through laddered bond
investments, high yielding dividend stocks, or holding company
stock, or buying and holding individual securities. Through personal discussions in which goals and
objectives based on a client's particular circumstances are established, we make investments based on
the client's individual needs. Account supervision is guided by the stated objectives of the client, such as
create a lifetime income stream, create high yielding portfolio of dividend stocks, hold company stock, or
buy high risk individual stocks.
SUB-ADVISORS
In certain situations, Grunden may delegate components of our Investment Supervisory Services
to experts in order to enable high net-worth clients achieve their investment objectives. We can
recommend to certain clients and engage on their behalf investment advisory services from non-
affiliated third party Registered Investment Advisors (RIAs). Implementing this approach means
the client sets up a separate custodial account dedicated for the sub-advisor to manage. The
client grants investment discretion to the sub-advisor, guided by the clients’ investment objectives
and subject to the terms and conditions between Grunden and sub-advisor. Sub-advisor fees are
in addition to Grunden’s management, custodial, or trade fees.
ASSET ALLOCATION SERVICES
Grunden manages investment advisory accounts not involving Investment Supervisory Services. Based
on the client’s personal circumstances, such as risk/reward tolerance and personal financial goals and
objectives, we will recommend a model portfolio of investments to the client. Each portfolio is designed
to meet a particular investment goal which, in consultation with the client, Grunden has determined is
suitable to the client’s circumstances. Once the appropriate portfolio is selected, the portfolio will be
continuously managed based on the portfolio’s goal, rather than on each client’s individual needs. We
expect the portfolio goal to complement the client’s financial goals and objectives. Asset Allocation
portfolios typically consist of mutual funds and / or exchange traded funds.
Additionally, we will seek to ensure that the following conditions are met within the asset allocation
accounts.
1. We will manage each client’s account on the basis of the client’s financial situation and
investment objectives and any reasonable investment restrictions the client may impose;
2. We will obtain sufficient client information to be able to provide individualized investment advice
to the client. Periodically, we will notify the client in writing, by email, or print to contact us in
writing if there have been changes in the client’s financial situation or investment objectives and
whether the client wishes to impose investment restrictions or modify existing restrictions. All
responses by the client must be in writing, and are not effective until formally accepted and
agreed to by Grunden. These notifications will include how to reach us;
3. We will be reasonably available to consult with the client;
4. Each client is able to impose reasonable investment restrictions on the management of the
account, subject to the conditions described above;
5. Each client will receive a monthly statement with a description of account activity from their
respective custodian; and
6. Each client will retain ownership of the securities and funds in the account, e.g., the ability to
withdraw securities, vote securities, among others.
Grunden Financial Advisory, Inc. offers Investment Supervisory Services and Asset Allocation Services
to individuals, trusts, estates, and corporations. We manage advisory accounts on a discretionary basis
and each client will have the opportunity to place reasonable restrictions on the types of investments to
be held in the client’s portfolio(s). Clients retain ownership of all securities.
401(k) SERVICES
Grunden has contracted with BAM Advisors Service, LLC for BAM Retirement Solutions 401(k) services,
including administrative and marketing support, as well as BAM’s service as an ERISA 3(38) Investment
manager with full discretion for investment selection and monitoring.
CHARITABLE INSTITUTION SERVICES
Grunden also provides Asset Allocation and Investment Supervisory Services to tax exempt charitable
institutions, endowments, and foundations.
4.C. Explain whether (and, if so, how) you tailor your advisory services to the individual needs
of clients. Explain whether clients may impose restrictions on investing in certain securities or
types of securities.
We tailor our advisory services to the individual needs of our clients as explained in Item 4.B. within the
Investment Supervisory Services and Asset Allocation Services. Clients are able to impose reasonable
investment restrictions on the management of their portfolios even if the restriction will cause their
portfolios to be out of balance with recommended model portfolios. All restrictions by the client must
be in writing and are not effective until formally accepted and agreed to by Grunden.
4.D. If you participate in wrap fee programs by providing portfolio management services, (1)
describe the differences, if any, between how you manage wrap fee accounts and how you
manage other accounts, and (2) explain that you receive a portion of the wrap fee for your
services.
We do not participate in wrap fee programs.
4.E. If you manage client assets, disclose the amount of client assets you manage on a
discretionary basis and the amount of client assets you manage on a non-discretionary basis.
Disclose the date “as of” which you calculated the amounts.
As of December 31, 2023, the amount of assets under management on a discretionary basis was
$364,915,321. We manage no money on a non-discretionary basis.