Bills Asset Management

Bills Asset Management is a small partnership-style advisory firm that manages roughly $63 million for about 193 clients, serving individuals, business entities, trusts, estates and charitable organizations. The firm provides discretionary portfolio management as its core service and also offers non-discretionary management or allocation recommendations for variable life/annuity products and employer-sponsored retirement plans.

The firm implements proprietary asset-allocation programs (labeled Conservative, Moderate and Aggressive) and uses a mix of fundamental, technical and charting analysis to manage accounts. Investment strategies include long- and short-term purchases and, where authorized by clients, short sales and margin usage; the firm may also recommend pooled vehicles that provide indirect exposure to cryptocurrencies, with opt-out available to clients.

Compared with many peers, the firm’s principals are licensed life insurance producers and may recommend insurance products for which commissions could be received, a relationship the brochure discloses as a potential conflict of interest. The team also includes credentialed planners and a licensed CPA, maintains a trade-error reimbursement policy that offsets losses but does not credit gains back to accounts, and operates its programs to comply with Rule 3a‑4 for separately managed mutual fund/ETF allocation accounts.