Firm Overview
Sequoia Financial Advisors, LLC (“Sequoia Financial Advisors”, “Sequoia”, “us”, “we”, “advisor” or
“SFA”) is an Ohio limited liability company, founded in 2000, and is a Registered Investment
Advisory (“RIA”) firm under the Investment Advisers Act of 1940, 15 U.S.C. § 80b-1, et. seq. We have
been registered with the Securities and Exchange Commission since 2002 and are 100% owned by
Sequoia Financial Group, LLC, an independent financial services firm formed in 2000. Sequoia
Financial Advisors’ President, Thomas Haught and Executive Vice President, Gerald Knotek, each
have an ownership interest in Sequoia Financial Group, LLC. Further detail regarding SFA
ownership can be found under the ADV, in Schedule A and Schedule B.
Advisory Services
SFA provides wealth planning, consulting and investment management services. Prior to engaging
SFA for investment advisory services, the client is required to enter into one or more written
agreements with SFA setting forth the terms and conditions under which SFA renders its services.
Asset Management Services
Clients can engage SFA to manage all or a portion of their assets on a discretionary or non-
discretionary basis. SFA provides continuous and regular account supervision and advice about
investments held within a client’s portfolio as indicated in their individual agreement. SFA may
utilize some or all of the services described below in providing asset management services.
Model Portfolios
SFA may recommend allocation model portfolios on a discretionary basis. These model portfolios
are created, monitored, and updated by SFA. The model portfolios are a combination of but not
limited to open-end mutual funds and exchange traded funds (“ETFs”), as well as individual stocks.
We may add other asset classes, such as private funds if we feel it is in the client’s interest. We
offer models in different asset allocation combinations. Our investment committee reviews the
model portfolios on a regular basis. We reserve the right to make adjustments at any time.
These models include various versions that include taxable and tax sensitive as well as ranges from
one hundred percent equity to one hundred percent fixed income. Further information is available
upon request.
Custom Portfolios
In a Custom Portfolio, SFA will manage the client’s assets to their stated risk tolerance and
investment objectives utilizing stocks, bonds, mutual funds, ETFs, REITs and potentially private
investments. Custom portfolios are reviewed periodically and discussed during client reviews.
Mutual Fund Share Class
SFA evaluates a fund’s share class options in order to select the most appropriate share classes to
purchase. While this typically results in SFA choosing the lowest internal cost share class available,
the process also accounts for the total amount of the investment, trading costs if applicable, and
expected holding time among other factors. As a result, there may be instances where purchasing
a share class with a higher internal cost but no transaction costs appears to be the total lower cost
option for the client. Periodically, SFA will review the share classes of funds in client accounts and
determine if we believe that we should conduct an interfund class exchange (movement from one
share class to another) to a lower internal cost share class based on the above. SFA will make the
exchange in our model accounts and initiate the exchange in custom accounts, after review with
the individual advisors. This helps SFA account for share classes in client accounts as a result of
transfers and firm mergers.
Legacy Wrap Accounts
In some cases after merging with another Registered Investment Advisor, SFA will manage legacy
accounts that utilize a wrap fee structure. Management of these accounts is described under the
various Asset Management Services covered herein. Client’s utilizing wrap accounts pay one fee
that covers transactions charges and asset management services only. No other charges are
covered by the wrap fee. SFA will ensure that transactions placed in mutual funds will be reviewed
to ensure they are the best share class for the Client. Wrap accounts are not currently offered by
SFA.
Independent Investment Managers
SFA may recommend that certain clients utilize the active discretionary management of a portion
of their assets by certain independent non-affiliated investment managers (“Independent
Manager”), based upon the investment objectives of the client.
The terms and conditions of the relationship between SFA, the client and the Independent
Manager are set forth in separate written agreements. SFA will serve as a discretionary
investment advisor to clients in recommending an Independent Manager but may not have
discretion over the trading in the account. In some cases, the client may sign a separate
agreement with the designated Independent Manager. SFA will continue to be responsible for
monitoring and reviewing each client’s account to ensure that the assets are being managed in
accordance with their investment objectives. SFA will receive an advisory fee which is based upon
a percentage of the market value of the assets being managed by the designated Independent
Manager.
When recommending or selecting an Independent Manager for a client, SFA reviews information
about the Independent Manager such as its disclosure brochure and/or material supplied by the
Independent Manager and independent third parties. Factors that SFA considers in
recommending an Independent Manager include the management style, performance,
reputation, financial strength, reporting, pricing, and research of the Independent Manager. The
investment management fees charged by the designated Independent Managers, together with
the fees charged by the corresponding designated broker-dealer/custodian of the client’s assets,
may be exclusive of, and in addition to, SFA’s investment advisory fee set forth below.
In addition to SFA’s written disclosure brochure, the client will also receive the written disclosure
brochure of the designated Independent Manager. Certain Independent Managers will impose
more restrictive account requirements and may have billing practices different than SFA. In such
instances, SFA can alter its corresponding account requirements and/or billing practices to
accommodate.
In limited cases, SFA may also recommend a Client invest in a private fund (described below) or a
private fund managed by a third party.
SFA acts as General Partner, Managing Member or Advisor to 15 private funds (“Funds”), each
exempt from registration under Regulation D. These Funds are available only to certain qualified
investors pursuant to the respective Fund’s offering documents. Information regarding the funds’
fees, expenses, risks and investment objectives can be found in the Funds’ offering documents.
We recommend our Funds to our Clients, which creates an inherent conflict of interest in achieving
scale and lowering the expense ratios for each Fund.
SFA currently manages legacy private funds that charge Clients a fund-level management fee, and /
or a performance fee, creating a conflict of interest in recommending them to clients of SFA. SFA
mitigates this conflict by not offering investment in these Funds to new investors or Clients.
Private Funds
SFA acts as General Partner, Managing Member or Advisor to 16 private funds (“Funds”), each
exempt from registration under Regulation D. These Funds are available only to certain qualified
investors pursuant to the respective Fund’s offering documents. Information regarding the funds’
fees, expenses, risks and investment objectives can be found in the Funds’ offering documents.
We recommend our Funds to our Clients, which creates an inherent conflict of interest in achieving
scale and lowering the expense ratios for each Fund.
SFA currently manages legacy private funds that charge Clients a fund-level management fee, and /
or a performance fee, creating a conflict of interest in recommending them to clients of SFA. SFA
mitigates this conflict by not offering investment in these Funds to new investors or Clients.
Wealth Planning Services
SFA offers Clients financial planning services including estate planning, insurance planning,
retirement planning, college planning, business succession planning and/or investment planning.
These services are generally referred to as “Wealth Planning Services”. SFA’s Wealth Planning
Services involves gathering personal and financial data, identifying the Clients’ needs, goals and
objectives and processing and analyzing this information to assist Clients to try and meet their
stated objectives. Clients engaging formal plan services will be provided a financial plan
summarizing the client’s financial situation and SFA’s observations and recommendations. Clients
are under no obligation to hire SFA to implement strategies recommended under Wealth Planning
Services. Financial consulting arrangements and hourly project work are less formal and do not
necessarily include a written summary. SFA does not provide legal, accounting or tax advice.
Retirement Plan Services
SFA offers advisory
services to qualified and non-qualified retirement and deferred compensation
plans. Services can be tailored to client requirements. We will recognize and accept a fiduciary role
under ERISA when applicable. Clients can choose to use any or all of the following services:
1. Investment Policy Statement preparation or review: Determining an appropriate
investment strategy that reflects the plan sponsor’s stated investment objectives for
management of the overall plan.
2. Selection or Review of Investment Vehicles: We assist plan sponsors in constructing
appropriate asset allocation models (or review existing models) and recommend various
mutual funds (both index and managed) to implement the client’s investment strategy.
3. Monitoring of investment performance of plan assets.
4. Employee Communications: Periodic general investment educational support designed for
the plan participants.
Business Consulting Services
Under this program, we will directly assist a client in the sale of their business, or engage other
non-affiliated professionals or firms to consult on and assist in providing these services. Clients
can also receive business consulting services including, but not limited to, current business
operational issues, tax consulting in conjunction with their accountant, and business succession
planning.
Fiduciary Acknowledgement
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.
Other Legacy Services
SFA may continue to provide existing Clients legacy services, strategies or programs that are no
longer offered to new clients.
Educational and Investment Seminars
From time-to-time SFA may host educational and investment seminars. Although these seminars are
available to the public, SFA may tailor each seminar’s focus to a particular type of potential client (i.e.
young professionals, retirement plan participants, etc.). Although these seminars are conducted with
the aim of identifying new potential clients, SFA may charge a modest fee for attendance. The fees
received from these events are used to offset the costs of hosting (i.e. venue charges, materials, food
service, etc.).
Retirement Plan Rollovers – No Obligation / Conflict of Interest
A client or prospective client leaving an employer typically has four options regarding an existing
retirement plan (and may engage in a combination of these options): (i) leave the money in the
former employer’s plan, if permitted, (ii) roll over the assets to the new employer’s plan, if one is
available and rollovers are permitted, (iii) roll over to an Individual Retirement Account (“IRA”), or
(iv) cash out the account value (which could, depending upon the client’s age, result in adverse tax
consequences). If we recommend that a client roll over their retirement plan assets into an account
to be managed by us, such a recommendation creates a conflict of interest if we will earn a new (or
increase our current) advisory fee as a result of the rollover.
Client Service and Client Imposed Restrictions
In performing any of the above services, SFA is not required to verify any information received
from the client or from the client’s other professionals (e.g., attorney, accountant, etc.) and is
expressly authorized to rely on such information. SFA may recommend the services of itself and/or
other professionals to implement its recommendations. Clients are advised that a conflict of
interest exists if SFA recommends its or its affiliates own services.
Clients may impose reasonable restrictions or mandates on the management of their account (e.g.,
require that a portion of their assets not be sold for tax reasons) if, in SFA’s sole discretion, the
conditions will not materially impact the performance of a portfolio strategy or prove overly
burdensome to its management efforts. With respect to SFA’s financial planning and/or consulting
services, the client is under no obligation to act upon any of the recommendations made by SFA or
to engage the services of any such recommended professional, including SFA itself. The client
retains absolute discretion over all such implementation decisions and is free to accept or reject
any of SFA’s recommendations.
Clients are advised to promptly notify SFA in writing if there are changes in their financial situation
or investment objectives or if they wish to impose any reasonable restrictions upon SFA’s
management services.
Family Wealth Services
In addition to the asset management services described above, Clients with over $5 million in
investible assets may also be serviced by our family wealth division, Sequoia Sentinel. Additional
services that may be offered to family wealth Clients include:
Aggregation Platforms
SFA may provide its Clients with access to an online platform to allow a Client to view their
complete asset allocation, including those assets that SFA does not manage (the “Non-Managed
Accounts”). SFA does not provide investment management, monitoring, or implementation services
for the Non-Managed Accounts. Therefore, SFA shall not be responsible for the investment
performance or data integrity of the Non-Managed Accounts. Rather, the client and/or their
advisor(s) that maintain management authority for the Non-Managed Accounts, and not SFA, shall
be exclusively responsible for such investment performance. If the aggregation platform also
provides access to other types of information and applications, including financial planning
concepts and functions, those additional concepts and functions should not, in any manner
whatsoever, be construed as services, advice, or recommendations provided by us. Finally, we shall
not be held responsible for any adverse results or incorrect information a client may experience if
the client engages in financial planning or other functions available on the aggregation platform
without SFA’s assistance or oversight.
Selection and Reporting on Other Investment Managers
We also offer our Armada consulting services to clients through our selection and monitoring of
other investment managers. The service is generally available only to clients with assets in excess
of $10 million.
The process includes developing a written investment policy statement for the client. Then we
assist the client with interviewing other investment managers, including illiquid alternative
investments (hedge funds, private equity, real assets, etc.). After the investment managers are
selected, the assets are invested by our firm and by the other investment managers according to
the investment policy statement. Assets would typically be held by 2 or 3 custodians. For reporting
purposes, we will aggregate assets held by all investment managers and report on a periodic basis,
not less than quarterly.
Trust Support Services
Trustee Support Services are designed with the trustee or trust creator in mind. SFA provides a
bundle of services through third party providers to assist a trustee in performing their required
duties in a manner consistent with the spirit of the trust while serving all trust stakeholders
effectively and efficiently. The bundle of services may include: Fiduciary Consulting, Trust
Accounting & Tax Compliance, Investment Management & Advice, Operational Execution and
Beneficiary Wealth Planning. SFA does not provide the Trust Accounting & Tax Compliance nor the
Operational Execution portion of the bundled services.
Assets Under Management
Please see Section 5 of our Form ADV for details related to our Assets Under Managements (“AUM”)
As of 12/31/2023, SFG has over 15.9 billion in discretionary AUM and over 1.9 billion in non-
discretionary AUM.
Our Business Continuity Plan
Our Firm’s business continuity plan is designed to meet the needs of our clients and minimize
potential disruption in services during an emergency or disaster. The protocols and capabilities
within the plan include:
x Sufficient technical infrastructure and network capacity to support employees working from
home in specific areas, or companywide.
x Secure, remote access for all employees
x Videoconference capability in place for employees
x Redundancy capabilities within each of our business units