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.

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.

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.

Monica Gamblin is a financial advisor at Integra Wealth Advisors in Dallas, TX, with 19 years of industry experience. She holds Series 63 and Series 66 designations and has worked previously at First Heartland Capital, Inc. from 2011 to 2016. In addition to her advisory role, she operates The Gamblin Group, providing tax representation and preparation services. Integra Wealth Advisors serves individual clients by offering comprehensive financial planning and tax-related services, with a focus on acting as a liaison to third-party money managers rather than managing assets directly. The firm also conducts public seminars and workshops aimed at educating clients and the public at no charge.

Michael Piper is the principal of Michael Piper, LLC, an investment management firm based in Saint Louis, MO. He holds the PFS™ designation and has two years of industry experience. In addition to his advisory role, Piper owns and authors for Simple Subjects, LLC, a publishing company, and serves as a volunteer board member for the Bogle Center for Financial Literacy. Michael Piper, LLC provides financial planning and investment advice to individuals, high-net-worth individuals, and small businesses. The firm emphasizes passive investing with a focus on tax efficiency and sequencing risk, and integrates tax and accounting considerations into its planning approach.

Ethan Oetter is a financial advisor at Long River Investment Management LLC with seven years of industry experience. He holds a Series 65 designation and has previously worked at Twin Springs Investments, LLC, where he continues to provide contract administrative support. Long River Investment Management LLC is an independent, single-advisor firm managing approximately $71.8 million across various client types, including individuals, trusts, and institutions. The firm employs a dual-strategy approach combining concentrated value stock selection with ETF-based global diversification, emphasizing long-term, tax-efficient portfolio management tailored to client objectives.

Michael Ludgate is a financial advisor with Ludgate Capital and holds a Series 65 designation. He has no prior experience as a financial advisor but has worked in the cybersecurity industry for several years, including positions at At-Bay, eSentire, and TechGuard Security. His background also includes employment at the St. Clair County Treasurer's Office. Ludgate Capital provides non-discretionary investment advisory services and financial planning to individuals, families, trusts, and other clients. The firm emphasizes diversified, long-term portfolio construction informed by fundamental and quantitative analysis and integrates financial and retirement planning into its advisory relationships.

Kyle Parke is the sole advisor at Parke Investment Management, Inc. in St. Louis, MO, holding a Series 65 credential with 28 years of industry experience. He has led his independent firm since 1993 and has also been associated with Holiday Inn Corp. since 1992. Parke Investment Management serves primarily individual clients through discretionary portfolio management and occasionally provides financial planning at no additional charge. The firm manages a modest asset base for a limited client roster, employing a broad range of investment vehicles and utilizing borrowing and derivatives strategies within separately managed accounts.

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.

Michael Leara Sr. is a financial advisor with Gateway Advisors, LLC in St. Louis, MO, holding Series 65 and Series 63 licenses and possessing 21 years of industry experience. He has been with Gateway Advisors since 2005 and also has affiliations with WFG Advisors, LP and Williams Financial Group dating back to 2003. Outside of advisory roles, Leara serves as Executive Director of the Missouri Gaming Commission and is involved in commercial land development consulting and law enforcement equipment sales through his ownership of Jupiter, LLC and Defense Logistics, LLC. Gateway Advisors provides discretionary portfolio management and consulting services primarily for institutional and pooled clients, including pension plans, endowments, and mutual funds. The firm uses a combination of technical and fundamental analysis in its active management approach across equities, bonds, and pooled investment products.

Ethan Rush is the sole advisor at Sigma Advisors, LLC in St. Louis, MO, with 10 years of experience in financial advising and a Series 66 designation. He has prior experience at Rush Penn, LLC, and has maintained a legal practice as an attorney since 1988, primarily focusing on estate planning. In addition to his advisory role, he provides legal counsel separately under his own law practice. Sigma Advisors offers financial planning, investment management, and single-family office services to individuals, trusts, estates, foundations, and single-family offices, serving high- and ultra-high-net-worth clients. The firm emphasizes portfolio management using passive, low-turnover ETFs and no-load mutual funds, operates on a non-discretionary basis, and employs a flat annual fee structure.

Stephen Harris is a financial advisor at Vanda Advisers, an independent sole-proprietor firm based in Saint Louis, MO. He holds a Series 65 designation and has 10 years of industry experience. Prior to founding the firm, he had a long corporate career designing and marketing software for broker-dealers and investment managers. He also serves as an unpaid treasurer managing investments for a nonprofit organization. Vanda Advisers provides individualized investment advice and discretionary portfolio management to individuals, couples, and employers, including 401(k) plan guidance. The firm employs an investment process that considers historical returns, market conditions, fund manager experience, and economic and political factors, focusing on mutual funds, ETFs, and bonds with holdings typically held for several months or longer.

Garrett Gould is a CFP® and Series 65-designated financial advisor with eight years of industry experience. He is the principal of Halyard Financial, LLC, an independent advisory firm based in St. Louis, MO. Prior to founding Halyard Financial, he was associated with Equity Advisors of Kentucky. In addition to his advisory work, he owns and operates Halyard Tax, LLC, a tax preparation business. Halyard Financial serves individuals, high-net-worth clients, trusts, and small businesses, offering discretionary portfolio management and comprehensive financial planning. The firm’s investment approach is based on modern portfolio theory and primarily utilizes passive investment vehicles, complemented by fundamental and cyclical analysis when appropriate.

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.

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.