SHARON LUND, FINANCIAL PLANNING, Inc.

The firm provides independent financial planning and investment advice to individuals, trusts, small businesses, and non-profits, helping clients with retirement planning and withdrawal strategies, college funding, long-term tax planning, estate-plan implementation, insurance evaluation, and other financial matters. It works with a small client base (about 40 clients) and is not accepting new clients at this time.

Services are delivered on a non‑discretionary basis through two options: hourly ad‑hoc planning and an ongoing retainer based on pre‑committed service hours, with on‑going monitoring, periodic reporting, and more frequent reviews available to retainer clients. The investment approach emphasizes diversified, moderate-to-conservative asset allocations (generally capping higher‑volatility assets around 65%), use of no‑load mutual funds and ETFs supplemented by individual securities when appropriate, tax‑aware placement across account types, and avoidance of market timing.

A distinguishing feature is the firm’s fee model: it does not charge percentage‑of‑assets fees and instead bills by the hour or via hour‑based retainer arrangements (with possible tiered discounts), an uncommon practice among independent peers. The firm operates as a solo, non‑discretionary adviser with no custody of client assets, receives no product commissions or referral fees, and reported $129.18 million in assets under advisement while having $0 in regulatory assets under management.