Security First Financial
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
Client AUMClient assets under management
$299,398,310
Clients
639
Advisors
2
of 2 employees
About
Security First Financial provides personalized investment management to individuals, families, businesses and nonprofit organizations, handling the establishment, management and servicing of client investment accounts. As of January 2026 the firm manages approximately $299 million in assets for about 640 family units and operates as a fee-only adviser that does not accept commissions.
The firm manages accounts on a discretionary basis and typically invests primarily in no‑load mutual funds, exchange‑traded funds and certificates of deposit, taking into account the economy, markets, interest rates and clients’ cash‑flow needs. Its stated methods of analysis include charting, fundamental, technical and cyclical analysis; clients are encouraged to schedule periodic portfolio reviews, and the firm may manage employer‑sponsored retirement plans while maintaining custodial relationships subject to surprise examinations under the Custody Rule.
Compared with peers in this support category, Security First Financial has an uncommon client density: two advisors serve roughly 640 family accounts, resulting in a high client count per advisor that is rare among similar firms. The brochure also discloses features that may affect client experience—no account minimums, acceptance of limited powers of attorney for trading, and a policy of not voting proxies—so clients should understand how day‑to‑day and shareholder‑level matters are handled.
Client services
Expertise
Fee options
$0 - $1,500,000: 0.6% annually $1,500,000+: 0%
Fee-only: 0.6% annually on assets up to $1.5 million; no fee on assets above $1.5 million. Fees may be waived or reduced for family or friends.
Main office
6012 S. Linden Road Suite 10, Suite 10
Swartz Creek MI 48473
Advisors at this office
2
Most active in
Florida · Georgia · Indiana · Michigan · Ohio · Tennessee · Texas
Also doing business as
Security First Financial · Security First Financial Inc.
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.
Advisors at this firm
Edward I
CFP®, Series 63, Series 65, Series 66
Swartz Creek, MI
Security First Financial
Edward Irwin is a CFP® with 15 years of industry experience, currently serving as an investment advisor representative at Security First Financial in Swartz Creek, MI. His prior roles include positions at Reliable Planning LLC, Thrivent Investment Management Inc., and IGO Capital Management, Inc. Outside of advising, he is involved in business consulting and editing and publishing through his ownership of Reliable Planning LLC and Reliable Portfolio, LLC. Security First Financial provides personalized investment management to individuals, families, businesses, and nonprofit organizations, managing approximately $299 million in assets. The firm operates as a fee-only adviser, typically investing in no-load mutual funds, ETFs, and certificates of deposit, and serves a notably high client-to-advisor ratio.
Mark H
Series 65
Swartz Creek, MI
Security First Financial
Mark Herhold is a financial advisor at Security First Financial in Swartz Creek, MI, holding a Series 65 designation with 16 years of industry experience. He has been with Security First Financial since 1999. Security First Financial provides personalized investment management to individuals, families, businesses, and nonprofit organizations, managing approximately $299 million in assets for about 640 family units as of January 2026. The firm operates as a fee-only adviser with a focus on no-load mutual funds, ETFs, and certificates of deposit, employing various analysis methods and managing accounts on a discretionary basis.
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