Meet Joe Petry, Ph.D., CFP®, EA, CRPC®— Passionate hooper, hiker, and dog lover who founded Mayfair Financial. -Ph.D. in Economics and a Master's in Personal Financial Planning. -Extensive academic and professional background in teaching finance and economics at renowned institutions. -Certified Financial Planner™ and Chartered Retirement Planning Counselor®. -Has received awards for his volunteerism and leadership. -He believes in the power of random acts of kindness to make the world a better place. Fun Fact: Joe and his neighbors are now novice beekeepers.

Alan Smith is a CFP® with 39 years of industry experience, currently serving at Trinity Wealth Advisors LLC in St. Louis, MO. He has worked at Trinity Wealth Advisors since 1998 and owns Business Owner Strategies, Inc. Additionally, he is an independent representative for Growth Management Group / Stryde Savings, providing tax and cost-saving strategies for privately held companies. Trinity Wealth Advisors is an SEC-registered investment adviser serving individuals, high-net-worth families, retirement plans, and businesses. The firm employs a values-based “Return on Life” planning approach and typically uses outside institutional managers and sub-advisors to implement client portfolios.

Richard Espenschied is a financial advisor at Ameriprise with Series 66, Series 7, and APMA(R) designations. Before joining Ameriprise in 2025, he worked at Anheuser-Busch for nine years in economics and strategy. Ameriprise offers a retirement-income planning service designed for individuals with substantial investable assets, combining research, modeling, and tax-efficiency analysis to produce written recommendation reports. The firm provides a broad range of advisory, brokerage, and insurance solutions through affiliated companies.

Bruce Krieg is a financial advisor at Midwest Investment Advisors, LLC in Fenton, Missouri, holding a Series 65 designation with 15 years of industry experience. He has been with Midwest Investment Advisors since 2010 and also has a long-standing association with Kriegl Lohbeck & Co dating back to 1992. Midwest Investment Advisors serves individual, high-net-worth, institutional, and business clients, providing discretionary portfolio management and financial planning. The firm employs multiple analysis methods and manages all portfolios in-house, overseeing a notably high client load for a solo advisor and maintaining an affiliation with an accounting firm to offer complementary services.

Michael Mills is the sole advisor at Mills Barrington Advisors, LLC, an independent firm based in Chesterfield, MO. He holds Series 63 and Series 65 licenses and has 24 years of industry experience. Mills has led his firm since its founding in 2013, following prior experience at major brokerage firms. Mills Barrington Advisors provides discretionary portfolio management and investment advisory services to individuals, trusts, and businesses. The firm emphasizes global diversification and uses a combination of quantitative analysis with fundamental and technical inputs, employing a range of strategies including margin, options, and short sales alongside longer-term holdings.

Jeffrey Mcgovern is a Series 65-licensed financial advisor with 13 years of industry experience. He is currently the sole advisor at Haven Wealth Planning, where he has worked since 2022. Prior to that, he spent six years at Buckingham Strategic Wealth, LLC. Haven Wealth Planning provides discretionary investment management and financial planning services primarily for individual and high-net-worth clients. The firm employs an evidence-based, passive investment approach grounded in Modern Portfolio Theory and the Fama–French framework, often utilizing index mutual funds and ETFs, and integrates financial planning with investment advice.

Describe the education and business background of the adviser’s principal executive officer: Carl Dwayne Goodin was born March 7, 1951, in Springfield, Missouri. He grew up in and around St. Louis, Missouri. He attended Lafayette High School in St. Louis County, MO, graduating with honors. He was conferred a BM in Education from the University of Missouri at St. Louis in May of 1973. He has completed coursework toward an MA in Finance and Economics from Webster University, St. Louis, MO. His grade point average in graduate studies is 4.0. He completed the CFP professional education program (College for Financial Planning, Denver, CO) in 1989. He continues to study, analyze, and research all matters related to personal financial planning, investments, insurance, estate planning, accounting, and taxation, generally devoting from 5 to 20 hours per week to independent study and advanced seminars. Carl D Goodin, CFP™: Having completed the education, examination, experience and ethics requirements he was awarded the CERTIFIED FINANCIAL PLANNER designation in March 1989. The Financial Planning Association: Carl Goodin has been a member in good standing of the Financial Planning Association since 1985. For many years he served on the Board of Directors of the Financial Planning Association of Greater St. Louis, serving as Director of Professional Development, Director of Public Relations, President Elect, and President. Financial services career and education: Carl Goodin began his career in finance and insurance in 1979 as an aircraft insurance (property and liability) underwriter. In 1981 he chose to continue serving the aviation community, but in a different capacity, primarily as a life and health insurance producer associated with the company now called Lincoln Financial Group. During this period his clientele expanded from those associated with aviation to include small business owners and other professionals. Also, during this period, he became interested in providing personal financial planning services not focused on life insurance sales. In 1986 he accepted an offer to be the regional manager of the UNUM non-cancelable disability income office in St. Louis, only to return to Lincoln Financial as regional manager in 1988. During this period, he successfully completed the examination requirements for the Missouri Uniform Securities license (Series 63), the Investment Company/Variable Products license (Series 6), the General Securities Representative (stock/bond broker's license, Series 7), the General Securities Principal license (stock/bond broker's supervisor, Series 24) and the CERTIFIED FINANCIAL PLANNER. Financial Planning Associates, Inc., A Registered Investment Adviser: Believing that he could offer better, more objective advice for his clients in a more independent setting, he left Lincoln Financial and incorporated Financial Planning Associates, Inc. in 1998. Carl D Goodin, Professor, College for Financial Planning: From March 1999 until July 2005 Carl served as an adjunct faculty member of the College for Financial Planning, teaching all of the required classes for CERTIFIED FINANCIAL PLANNER candidates. Those classes included: Financial Planning, Insurance, Retirement Planning, Employee Benefits, Tax Planning, Investment Planning, and Estate Planning. Carl D Goodin, Professor, University of Missouri at St. Louis: In July 2005, Carl resigned his teaching activities at the College for Financial Planning and assumed a similar teaching position as an adjunct faculty member at the University of Missouri at St. Louis, where he continued until 2015. Fee Only financial planning and investment management: In 2009 Carl Goodin voluntarily relinquished his securities and insurance licenses and terminated all associated residual benefits in the interest of offering his clients valuable, objective advice unaffected by conflicts of interest associated with commission compensation.

Daniel Heffernan is the principal of Heffernan & Associates, Inc. in St. Louis, MO, holding the CFP® designation and Series 63 license with 28 years of industry experience. He has been with Heffernan & Associates since 1985. Heffernan is also licensed as a life insurance agent for fixed annuities with Jackson National Life Insurance Company and AssetMark Trust Company. Heffernan & Associates provides investment advice and financial counseling to individuals, families, and related entities, managing approximately $17.12 million in client assets as of December 31, 2024. The firm employs a fundamental, long-term investment approach with a focus on macroeconomic assessment, credit analysis, and valuation, operating primarily on a non-discretionary basis with ongoing consultation and financial planning services.

Gary Cassell is a financial advisor with Premier Wealth Advisory Services, Inc. in Chesterfield, MO, holding Series 65 and Series 63 licenses and bringing 38 years of industry experience. He has been with Premier Wealth Advisory Services since 1998 and also has experience at Ceros Financial Services Inc. since 2012. In addition to his advisory role, Cassell is an independent insurance agent for various companies. Premier Wealth Advisory Services provides portfolio and active management to individuals, high-net-worth clients, trusts, and retirement plans, offering discretionary and non-discretionary management across multiple asset classes. The firm employs a blend of technical and fundamental analysis combined with tactical timing strategies, monitoring accounts daily and reviewing them at least monthly.

Stephen Parkin is the sole advisor at S.P. Parkin & Co, an independent firm based in Chesterfield, MO. He holds Series 63 and Series 65 licenses and has 23 years of industry experience. His career includes long-term roles at Guardian Life Insurance Co. of America, Integrated Asset Management, Inc., and his own firms dating back to 1981. In addition to advisory services, Mr. Parkin is licensed to sell insurance through his firm, primarily to benefit clients. S.P. Parkin & Co. serves individual investors, corporations, churches, and endowments by providing investment supervisory services, portfolio management, financial planning, and consulting. The firm manages assets on a discretionary basis using four model portfolios with tactical sector rotation and employs multiple forms of analysis to adjust allocations. It also publishes a quarterly newsletter and operates an affiliated insurance agency, features that are uncommon among solo independent advisers.

Christopher Harrell is a financial advisor with CKHFinancial LLC, holding Series 63 and Series 66 licenses and bringing 23 years of industry experience. His background includes roles at NEXT Financial Group and LPL Financial, as well as work as an independent insurance agent since 2017. He has also served as an adjunct professor teaching finance courses at Harris-Stowe State University. CKHFinancial LLC is an independent, fee-based registered investment adviser serving individuals, businesses, and charitable organizations. The firm offers personalized financial planning, hourly consultation, and ongoing investment management with a focus on broadly diversified portfolios and regular client reviews.

John Gower is the sole advisor at John C. Gower, CFP, EA, an independent financial advisory firm. He holds the CFP® and Series 65 designations and has eight years of industry experience, with over 30 years at his current firm. In addition to financial planning, he provides tax preparation services as part of his business. The firm offers fee-only financial planning and investment advisory services primarily to individuals and families, as well as small businesses, trusts, and retirement plans. It manages approximately $42 million in client assets and emphasizes asset allocation, diversification, tax management, and risk control using no-load mutual funds, ETFs, individual securities, REITs, and CDs.

Charles Heisner is a CFP® and Series 65-registered financial advisor with 24 years of industry experience. He is the principal of Heisner Financial, LLC, an independent firm he founded in 2001 in St. Louis, MO. Heisner maintains an active CPA license, which he uses to supplement his financial advisory services. Heisner Financial, LLC provides personal financial planning and investment advisory services to individuals, trusts, and select business clients, integrating tax, bookkeeping, and business consulting with investment advice. The firm manages approximately $37 million in client assets on a non-discretionary basis and offers both ongoing and hourly consulting engagements.

Joseph Darpel III is a CFP® professional with 32 years of industry experience, currently serving as the sole advisor at Smart Steps Wealth Management LLC. His prior roles include positions at Gunpowder Capital Management, Hayden Royal, and Raymond James Financial. Outside of his advisory work, he is the president of Jos F Darpel Investment Co, a support company based in St. Louis, MO. Smart Steps Wealth Management is an independent, single-advisor firm providing discretionary asset management, financial planning, and retirement plan consulting to individuals, high-net-worth clients, trusts, corporations, and employer-sponsored retirement plans. The firm employs a client-specific investment approach combining fundamental, technical, and quantitative methods with a range of investment instruments and incorporates retirement-plan consulting with ERISA fiduciary responsibilities.

Thomas Aylmer is a financial advisor at Cedarmill Financial in Chesterfield, MO, with two years of industry experience. He holds the Series 65 designation and the Certified Public Accountant credential. Prior to founding Cedarmill Financial, he worked at Conner Ash PC and KPMG. Outside of advising, he owns Fresh Start Mobile Auto Detail, an automobile detailing business, and operates Cedarmill Ventures, which provides consulting services to small businesses. Cedarmill Financial provides discretionary investment management and financial planning primarily to owners of privately held businesses, trusts, estates, charitable organizations, and corporate clients. The firm employs a passive, indexed investment approach using third-party model portfolios and offers specialized consulting and CFO services, with a significant focus on non-investment planning for closely held businesses.

Eric Amundson is the managing director of Adaptive Wealth Management, LLC in Chesterfield, MO, with 24 years of industry experience. He holds Series 63 and Series 65 designations and has worked at Concorde Investment Services, LLC since 2012. Outside of advisory work, he serves on the board of the St. Louis Chapter of the Fellowship of Christian Athletes and is involved in business consulting through Bridge Profit Solutions, LLC. Adaptive Wealth Management is a state-registered independent investment adviser providing discretionary portfolio management and comprehensive financial planning to individuals, businesses, charities, and pension plans. The firm employs an active, market-timing approach using trend-following technical analysis and neural-network-based intermarket indicators to guide daily trading decisions, tailoring investment programs to each client’s financial situation and risk tolerance.

Curtis Sawyer is the sole advisor at Sawyer Capital Management in Wildwood, MO, with 25 years of industry experience. He holds Series 63 and Series 65 licenses and has been affiliated with Sawyer Capital Management since 2007. Since 2010, he has also been associated with Webster University. Sawyer Capital Management provides discretionary investment management and financial planning to individuals, trusts, charitable organizations, small businesses, and sponsors of pension and profit-sharing plans. The firm’s investment approach is based on Modern Portfolio Theory and a passive, asset-class strategy using no-load mutual funds and ETFs, supported by written investment policy statements, Monte Carlo analysis, and periodic rebalancing. It offers a combination of individual wealth management and formal retirement-plan consulting services, including plan-level analysis and participant education.

I’m a CFA® and CFP® professional who helps young professionals and growing families navigate life’s big financial decisions with clarity and confidence. Many of my clients are in the middle of major transitions—equity compensation, an inheritance, buying a home, or welcoming a child—and want expert guidance without the jargon. I combine deep technical expertise with a straightforward, approachable style so you can make smart moves today and build lasting wealth for tomorrow. My approach is collaborative and grounded in your real-life goals. We’ll create a plan that’s clear, flexible, and tailored to your priorities—whether that’s funding your next big move, investing for long-term growth, or making work optional someday. The result? You spend less time stressing about money and more time enjoying the life you’re building.

Gregory Livingston is the sole advisor at Livingston & Associates, Ltd., an independent wealth management firm based in Wildwood, MO. He holds Series 63 and Series 65 licenses and has 24 years of industry experience. Livingston has managed his firm since 2001. Livingston & Associates serves primarily individual clients, including some high-net-worth households, and a limited number of corporate retirement-plan clients. The firm emphasizes a passive-management approach with portfolio management, financial planning, insurance offerings, and occasional business consulting, and distinguishes itself by providing insurance brokerage services and strategic relationships for legal, accounting, and banking needs.

David Zaegel is a CFP® with 12 years of experience in financial advising, currently serving as the sole advisor at CWOs for Hire LLC in Saint Louis, MO. He has been with CWOs for Hire since 2016 and is also a minority owner and accountant at CPAs for Hire LLC, an accounting and tax firm, where he provides CFO services and tax return preparation. Additionally, he owns Fastball LLC, an investment education business he restarted in 2025. CWOs for Hire LLC offers personalized investment management and financial planning services to individuals, high-net-worth clients, pension and profit-sharing plans, and corporate clients. The firm uses a combination of fundamental, technical, cyclical, and charting analysis with both passive and active management strategies, and maintains a referral relationship with an affiliated accounting firm.