San Francisco, CA Office

TrueNorth Wealth (Association Financial Services, Inc., d/b/a TrueNorth Wealth and related names) serves individual and high‑net‑worth clients—frequently physicians, surgeons, business owners, and retirees—as well as corporate retirement plans and institutional clients. The firm offers comprehensive financial planning, investment supervisory services (including both traditional and wrap fee asset management), ERISA plan services, and institutional consulting.

As of January 31, 2026 the firm reported approximately $1.266 billion in assets under management, of which roughly $1.119 billion is managed on a non‑discretionary basis and about $146.1 million is managed discretio­narily; for individual accounts the firm does not trade without client consent. Investment implementation relies on asset allocation and portfolio construction practices (including mutual fund/ETF analysis, direct indexing, and long‑ and short‑term strategies) and the firm communicates with clients through regular reviews and custodian reports.

Distinctive features include sponsoring a wrap fee program while also offering non‑wrap accounts, running no‑charge educational seminars and workshops for the public, and distributing quarterly newsletters to clients. The firm also discloses referral arrangements—such as an agreement to pay the Idaho Medical Association five percent of gross annual revenue from referred members and a referral agreement with Wealthramp—and can serve as a discretionary 3(38) investment manager for retirement plans, creating a contrast between its largely non‑discretionary retail AUM and discretionary fiduciary roles for ERISA clients.