My Financial Coach, LLC

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Client assets under management

$54,085,022

Clients

126

11% high-net-worth

Advisors

of 3 employees

Firm type

Supported

1-4 advisors or >$200M in AUM

Clients per advisor

Typical

Average account size

$429,246

About

My Financial Coach, LLC provides discretionary portfolio management and financial planning to individuals (including high-net-worth clients) and to business entities. The firm manages a modest-sized asset base across a relatively small client roster and typically charges asset-based fees for ongoing portfolio management.

The adviser combines fundamental and technical analysis with modern portfolio theory to shape asset allocation and security selection, documenting each client’s risk tolerance in an Investment Policy Statement. Its investment set is somewhat focused — including equities, fixed income, ETFs (including precious-metal ETFs), real estate funds, and limited options strategies such as covered calls — and portfolios are implemented on a discretionary basis.

A noteworthy characteristic is that the firm accepts performance-based (share-of-capital-gains) compensation for qualified clients, a practice that is uncommon among peers and is managed through documented high‑water‑mark procedures and client authorizations to address potential conflicts. The brochure also discloses that the firm requires clients to use a specific institutional custodian and participates in that custodian’s advisor program (from which it receives economic benefits), and that a principal is licensed to sell insurance products — each disclosed as potential sources of additional economic conflicts.

Client services

Financial planning Portfolio management

Expertise

Options & derivatives strategies Real estate investing Passive / index investing

Fee options

Fixed

Negotiated fixed fee for financial planning between $0 and $10,000.

Percentage

$1 - $1,000,000: 0.95% $1,000,001+: 0.85%

Project-based

Between $0 and $400 per hour for financial planning services.

Performance-based

20% performance fee on capital appreciation for qualified clients, in addition to 0.85% AUM fee.

Other

Fee-only: Negotiated fixed financial planning fees between $0 and $10,000; hourly financial planning fees between $0 and $400 per hour.

Main office location

My Financial Coach, LLC

3320 Ridgecrest Road, Suite 300

Midland MI 48642, United States

Number of offices

Most active in

Hawaii · Michigan

Disclosures

Business activities & affiliations

Is not active or affiliated with:

Insurance agent

They sell insurance products and may earn commissions on those sales.

Broker-dealer / trader

They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.

Bank

They're affiliated with a bank that may offer its own financial products and services.

Trust company

They provide trust and estate administration services, typically for separate fees.

Fund sponsor

They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.

Accountant / CPA / tax prep

They offer tax and accounting services, typically for separate fees.

Lawyer

They provide legal services, typically billed separately.

Real estate agent

They facilitate real estate transactions and may earn commissions.

Other specialized services

They may provide services such as pension consulting or municipal advisory work, typically for separate fees.

Forms ADV

Form ADV Part 2: Client Brochure

Quick links

Website (989) 239-5189

Advisors at this firm

Mark F

Series 66

Midland, MI

My Financial Coach, LLC

Mark Fetterolf is a financial advisor at My Financial Coach, LLC in Midland, MI, with 14 years of industry experience. He holds the Series 66 designation and previously worked at Ameriprise Financial Services, Inc. from 2015 to 2018. Outside of advising, he is a licensed insurance agent. My Financial Coach, LLC provides discretionary portfolio management and financial planning to individuals, high-net-worth clients, and business entities. The firm uses a combination of fundamental and technical analysis alongside modern portfolio theory, offering continuous portfolio management and standalone planning with a focus on documented client risk tolerances and time horizons.

Options & derivatives strategies Real estate investing Passive / index investing

Bruce B

Series 65

Midland, MI

My Financial Coach, LLC

Bruce Beckett is a Series 65-licensed financial advisor with My Financial Coach, LLC in Midland, MI, where he has worked since 2017. He has eight years of industry experience and also co-owns Kamal'i, LLC, a childcare preschool and daycare center. Additionally, he holds ownership stakes in Parkcrest Development, LLC, and Jon Squires Enterprises, LLC, both involved in commercial property rental. My Financial Coach, LLC provides discretionary portfolio management and financial planning to individuals, high-net-worth clients, and business entities. The firm advises on a limited range of investments and combines fundamental and technical analysis with modern portfolio theory to deliver both ongoing account management and one-time financial plans.

Options & derivatives strategies Real estate investing Passive / index investing

Richard A

Series 65

Midland, MI

My Financial Coach, LLC

Richard Arbury is a Series 65-licensed financial advisor with My Financial Coach, LLC in Midland, Michigan, where he has worked since 2021. He has five years of industry experience. My Financial Coach, LLC provides discretionary portfolio management and financial planning to individuals, high-net-worth clients, and business entities, advising on a limited range of investment types. The firm combines fundamental and technical analysis with modern portfolio theory and offers both ongoing account management and one-time financial plans.

Options & derivatives strategies Real estate investing Passive / index investing

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