Guernsey Financial, LLC

Guernsey Financial serves individual and high-net-worth clients and provides retirement-plan consulting (including 401(k) plan services in a 3(21) capacity) as well as financial planning, a one-time portfolio “MRI” analysis, and public educational seminars. The firm also lists insurance companies among its client types and provides advice and referrals to third‑party managers rather than executing portfolio management in-house.

The firm’s investment approach references Modern Portfolio Theory, the Fama–French three‑factor model, and the Efficient Market Hypothesis, and it operates primarily as a co‑advisor/referrer: Matson Money handles portfolio design, trading, reporting, and custody while Guernsey Financial conducts due diligence, client onboarding, annual reviews, and ongoing monitoring. Guernsey Financial does not exercise investment discretion over client accounts and maintains documentation of client risk profiles and investment restrictions to inform its recommendations.

What is noteworthy about Guernsey Financial is its emphasis on advisory and oversight services rather than direct portfolio management — it reports sizable assets under advisement (about $93.3 million as of December 31, 2025) while having no discretionary assets, and it supports a relatively large client base for a small advisory team. The brochure also discloses that a principal is a licensed insurance agent (a potential conflict the firm addresses in its disclosures) and that the firm supplements its advisory work with fee‑based planning subscriptions, an MRI offering, and investment‑education programming.