Plymouth, WI Office

Veritas Financial Services serves individual and institutional clients with personalized financial planning, consulting, and advisory services. The firm does not directly manage client assets; instead it recommends and places assets with a third‑party money manager (Matson Money) and serves as a co‑advisor and ongoing point of contact for those accounts.

The firm’s investment approach emphasizes passive management grounded in Modern Portfolio Theory and the Efficient Markets Hypothesis, favoring diversified allocations across many asset classes and periodic rebalancing rather than market timing. Recommendations typically use no‑load mutual funds and ETFs, and Veritas reviews client accounts at least annually while monitoring the third‑party manager’s performance and suitability for each client.

Noteworthy distinctions include the firm’s regular educational outreach: free newsletters and periodic seminars or workshops for clients and the public, services the brochure highlights as part of its offering. Veritas also discloses that it receives the advisory fees from the recommended third‑party manager (Matson passes 100% of its program fees to the firm), and that it had approximately $77.7 million placed with third‑party managers as of December 31, 2025, while maintaining no direct custody or discretionary portfolio management.