Guernsey Financial, LLC
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
Client AUMClient assets under management
$0
Clients
204
Advisors
2
of 4 employees
About
Guernsey Financial, LLC provides financial planning, retirement planning and consulting for employee benefit plans, portfolio “MRI” analyses, and educational seminars primarily to individual and high-net-worth clients, and also lists insurance companies among its client types. The firm generally refers clients to third‑party investment managers rather than executing trades or providing discretionary portfolio management itself.
GFLLC’s advisory approach is evidence‑driven, referencing Modern Portfolio Theory, the Fama–French Three‑Factor Model, and the Efficient Market Hypothesis to align allocations with client risk tolerance and time horizon. It operates as a co‑advisor with Matson Money—Matson Money oversees investment management, trading, and reporting while GFLLC maintains the client relationship, monitors third‑party performance, conducts annual reviews, and offers planning via a subscription model.
Noteworthy aspects compared with peers include an unusually high client load for a firm of its size (one advisor reporting 204 clients) and the inclusion of insurance company and retirement‑plan clients, both of which are uncommon among supported firms. The firm reports material assets under advisement (~$93.3 million) despite reporting no discretionary or non‑discretionary AUM and not taking investment discretion over client accounts.
Client services
Expertise
Fee options
Portfolio MRI $500 one-time fee; Financial planning fixed fee between $1,500 and $10,000
$0 - $500,000: 0.99% $500,001 - $1,000,000: 0.90% $1,000,001 - $4,000,000: 0.75% $4,000,001+: 0.50%
Financial planning subscription fees paid monthly, total fee varies by client needs
Fee-only: Fixed fees for financial planning between $1,500 and $10,000; Portfolio MRI one-time fee $500; Retirement Planning flat 0.60% annually
Main office
6704 Plantation Rd Suite A
Pensacola FL 32504
Advisors at this office
2
Most active in
Alabama · Florida · North Carolina · Texas
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is not active or affiliated with:
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Insurance agent
They sell insurance products and may earn commissions on those sales.
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Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Forms ADV
Quick links
Advisors at this firm
Caleb G
Series 65
Pensacola, FL
Guernsey Financial, LLC
Caleb Guernsey is a financial advisor with Guernsey Financial, LLC in Pensacola, FL. He holds a Series 65 designation and has been with the firm since 2018. Prior to this, he was involved with Olive Baptist Church for one year and has a background in education. Guernsey Financial, LLC provides financial and retirement planning, consulting for employee benefit plans, portfolio analyses, and educational seminars primarily for individual and high-net-worth clients, including insurance companies. The firm partners with Matson Money for investment management, utilizing an evidence-driven approach based on Modern Portfolio Theory, the Fama–French Three-Factor Model, and the Efficient Market Hypothesis.
Douglas G
Series 63, Series 65
Pensacola, FL
Guernsey Financial, LLC
Douglas Guernsey is the sole advisor at Guernsey Financial, LLC in Pensacola, FL, with 28 years of industry experience. He holds Series 63 and Series 65 licenses and previously worked at Park Avenue Securities LLC and Guardian Life Insurance Co. of America. Guernsey also serves as Vice President of the Plantation Road Town Office Owners Association. Guernsey Financial, LLC provides financial planning, retirement planning, and consulting services primarily to individual and high-net-worth clients, including insurance companies. The firm uses an evidence-driven advisory approach and generally refers clients to third-party investment managers while maintaining client relationships and conducting ongoing reviews.
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