Cove Financial Planning, LLC
Do Well While Doing Good




Why work with a fiduciary?

By definition, a fiduciary is an individual ethically bound to act in another’s best interest. Fiduciary advisors have to always put their clients’ best interests first and avoid conflicts of interest. We believe it should be the only to engage with financial professionals.


What does fee-only mean, and how are you paid?

The only thing we sell is peace of mind. Fee-only advisors seek to eliminate conflicts of interest by only being compensated directly by clients. We do not accept commissions, kickbacks, or referral fees from others. We think it’s the right way to work with clients, and encourage you to learn how your advisor is compensated.


Why work with a CFP® professional?

Anyone can call themselves a financial planner, but in order to be a CERTIFIED FINANCIAL PLANNER™, an advisor must meet several criteria including:

  • An undergraduate degree

  • 3+ years of client-related financial planning experience

  • Completed comprehensive financial planning education including:

    • General Principles of Financial Planning

    • Insurance Planning

    • Investment Planning

    • Income Tax Planning

    • Retirement Planning

    • Estate Planning

    • Behavioral Finance and Interpersonal Communication

    • Professional Conduct and Fiduciary Responsibility

  • Pass rigorous exam (historical pass rate of 55-60%)

  • Complete continuing education requirements of 30 hours biannually

  • Adhere to strict ethical standard outlined in CFP® Board’s Standards of  Professional Conduct

  • Visit the CFP® Board Website to learn more about what makes CFP®  professionals different


What is your investment philosophy?

Short answer: Our portfolios are diversified, low-cost, tax efficient, and high-impact.

More specifically, at Cove, we believe that every portfolio should begin with an appropriate risk/return balance and asset allocation strategy. We work with each individual client to determine how their portfolio fits into their unique situation, goals, values, risk level, and timeline. We incorporate low-cost ETFs, and in some cases, actively managed mutual funds, that help clients align their long-term financial goals with their personal values. Some clients prefer to have Socially Responsible Investment exposure in their portfolios, while others do not.


What is Socially Responsible Investing (SRI)?

Short answer: Investing in companies that are good for our society.

Socially Responsible Investing, also known as impact investing, incorporates environmental, social, and corporate governance (ESG) criteria to generate favorable investment returns with a positive societal impact. Simply put, SRI invests in companies that treat their employees and customers right, respect the environment, and follow proper rules and regulations. Likewise, it reduces exposure to companies that have a negative impact on society. We believe, and studies show, that investors are fully capable of reaching their financial goals while investing in companies that make a positive impact in the world.

To learn more, visit The Forum for Sustainable and Responsible Investment (USSIF) SRI Basics page. Also, the MSCI Rating Methodology explains how how companies are evaluated for a strong ESG rating.


Do I have to invest in Socially Responsible Investments if I work with you?

No. We are not saviors of the universe. We recycle, but we aren’t even vegan. While we believe that helping our clients reach their individual financial goals is the most important thing we do, we also think we can do that while helping our clients feel fulfilled in how they achieve financial independence. That being said, we work with each client to determine how we can best serve their needs and individual values, and for many of them, that involves incorporating some level of Social Responsibility in their portfolios.


Is there an investment minimum to work with you?

Nope. We strongly believe that everyone should have access to high-quality financial advice, and we do not impose any account minimums.


What types of clients do you work with?

We typically work with individuals and families who value an ongoing partnership in tackling their financial goals and concerns. While age, income, account size, or job-type doesn’t necessarily matter, we find that we can help clients best when they have a firm grasp on their personal goals and values, and want to make the world a better place.


What do I need to do before starting a financial plan?

Some people think they need to have all their ducks in a row before meeting with a planner, but we think that helping people get organized is part of the value we provide in financial planning. So, all you need is some idea of your goals and concerns, and we can figure out the rest together.


Is an initial consultation free?

Yes! Our initial conversation is all about you. We’ll talk about your current situation, goals, and priorities. We’ll explain our services as well as what you can expect in working together and, of course, answer any questions you may have. From there, we can determine if we’re a good fit in working together moving forward.


Do I have to come into your office?

Feel free to skip the commute and save your time off of work. We work with clients virtually all over the U.S. leveraging the latest technology, and we can effectively communicate via video-conference and/or phone. We are based in Milwaukee, and can also accommodate in-person meetings. Learn more here.


Do you schedule with clients on nights and weekends?

Absolutely! It’s hard enough to take time off work to see your doctor or dentist, and we want to be as accessible as possible. Many of our clients work demanding jobs, and appreciate our flexible scheduling, especially with our virtual meeting capabilities. Take a look at our online calendar to find a time that fits in your schedule.