Edward Irwin is a CFP® with 15 years of industry experience, currently serving as an investment advisor representative at Security First Financial in Swartz Creek, MI. His prior roles include positions at Reliable Planning LLC, Thrivent Investment Management Inc., and IGO Capital Management, Inc. Outside of advising, he is involved in business consulting and editing and publishing through his ownership of Reliable Planning LLC and Reliable Portfolio, LLC. Security First Financial provides personalized investment management to individuals, families, businesses, and nonprofit organizations, managing approximately $299 million in assets. The firm operates as a fee-only adviser, typically investing in no-load mutual funds, ETFs, and certificates of deposit, and serves a notably high client-to-advisor ratio.

Mark Herhold is a financial advisor at Security First Financial in Swartz Creek, MI, holding a Series 65 designation with 16 years of industry experience. He has been with Security First Financial since 1999. Security First Financial provides personalized investment management to individuals, families, businesses, and nonprofit organizations, managing approximately $299 million in assets for about 640 family units as of January 2026. The firm operates as a fee-only adviser with a focus on no-load mutual funds, ETFs, and certificates of deposit, employing various analysis methods and managing accounts on a discretionary basis.