Guernsey Financial, LLC
Updated today
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
Total assets under management
$0
This total excludes 1 entity clients. Entities are clients such as corporations, partnerships, or trusts.
Total clients
204
29% high-net worth
Total advisors
1
of 4 employees
Firm size
Supported
1-3 advisors or $200M+ in AUM
Average clients per advisor
204
Average account size
$0
About
Guernsey Financial, LLC provides financial planning, retirement planning and consulting for employee benefit plans, portfolio “MRI” analyses, and educational seminars primarily to individual and high-net-worth clients, and also lists insurance companies among its client types. The firm generally refers clients to third‑party investment managers rather than executing trades or providing discretionary portfolio management itself.
GFLLC’s advisory approach is evidence‑driven, referencing Modern Portfolio Theory, the Fama–French Three‑Factor Model, and the Efficient Market Hypothesis to align allocations with client risk tolerance and time horizon. It operates as a co‑advisor with Matson Money—Matson Money oversees investment management, trading, and reporting while GFLLC maintains the client relationship, monitors third‑party performance, conducts annual reviews, and offers planning via a subscription model.
Noteworthy aspects compared with peers include an unusually high client load for a firm of its size (one advisor reporting 204 clients) and the inclusion of insurance company and retirement‑plan clients, both of which are uncommon among supported firms. The firm reports material assets under advisement (~$93.3 million) despite reporting no discretionary or non‑discretionary AUM and not taking investment discretion over client accounts.
Client services
Financial planning
Selection of other advisers
Portfolio analysis (mri) services
Expertise
General retirement planning
Retirement plans for business owners (SEP, solo 401k)
Annuities
Wealth management
Fee options
Portfolio MRI $500 one-time fee; Financial planning fixed fee between $1,500 and $10,000
$0 - $500,000: 0.99% $500,001 - $1,000,000: 0.90% $1,000,001 - $4,000,000: 0.75% $4,000,001+: 0.50%
Financial planning subscription fees paid monthly, total fee varies by client needs
Fee-only: Fixed fees for financial planning between $1,500 and $10,000; Portfolio MRI one-time fee $500; Retirement Planning flat 0.60% annually
Main office location
Guernsey Financial, LLC
6704 Plantation Rd Suite A
Pensacola FL 32504, United States
Number of offices
1
Most active in
Guernsey Financial, LLC has reported serving >5 clients in these states in the last 12 months.
Alabama · Florida · North Carolina · Texas
Disclosures
Firm disclosures are reported in Form ADV Part 1A, Item 11. They include criminal charges, regulatory actions, civil proceedings, and professional disciplinary events involving the firm or its advisory affiliates.
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
These affiliations may expand the services this firm offers and, in some cases, how they are compensated.
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.
Forms ADV
Quick links
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