SHARON LUND, FINANCIAL PLANNING, Inc.

The firm provides independent financial planning and non-discretionary investment advice to individuals, trusts, small businesses, and non-profits, covering retirement and withdrawal planning, college funding, long-term tax and estate planning support, insurance evaluation, and assistance with savings and mortgage rate comparisons. It serves a modest client base (43 clients) with assets under advisement totaling $109.6 million as of March 26, 2025, and is not currently accepting new clients.

Clients choose between hourly ad hoc planning and an on-going retainer arrangement that is based on a pre-committed number of service hours per period; retainer clients receive ongoing monitoring, periodic reporting, and alerts about allocation or performance issues, while all accounts remain non-discretionary and client-implemented. The firm advocates diversified, moderate-to-conservative allocations—typically using no-load mutual funds, ETFs, and occasionally individual stocks, bonds, and CDs—emphasizing tax-efficient placement, periodic rebalancing, and minimizing turnover and investment expenses.

A distinguishing feature is the firm’s fee model: it does not charge percentage-of-assets fees and instead bills by the hour or a time-based retainer, invoices clients rather than deducting fees from custodial accounts, and receives no commissions or referral payments. The firm also maintains explicit conflict-mitigation practices in its Code of Ethics (no product sales, no performance-based fees, no custody), and notifies on-going retainer clients before liquidating shared fund positions—procedures that differ from many peers that rely on AUM-based billing.