Rook Financial LLC

Rook Financial LLC is an independent, single-advisor registered investment adviser that provides financial planning, discretionary investment management, and retirement plan consulting to individuals and small-business plan sponsors. Its services include ongoing and project-based financial planning, implementation and management of diversified portfolios using mutual funds and ETFs, and non‑discretionary consulting to 401(k) plan sponsors with a third‑party discretionary manager for plan assets.

The firm’s investment approach emphasizes a long-term, risk‑based asset allocation with broad global diversification, low turnover, and attention to trading costs; accounts managed by the firm are typically reviewed on a quarterly basis. Financial planning is provided on a non‑discretionary basis, and planning engagements commonly address retirement projections, cash flow, college savings, and student‑loan repayment strategies.

Compared with many solo independent advisers, the firm’s reported client base does not include non‑high‑net‑worth retail individuals, suggesting a focus on clients with more substantial investable assets and on employer retirement plans. The principal also maintains state insurance licensure affiliated with Guardian and operates a separate student‑loan planning business (Grad Loan Advice®) that occupies a portion of his time; both activities are disclosed as potential conflicts of interest and are part of the firm’s service offerings.