Wayfinding Financial, LLC

Wayfinding Financial serves individual and high‑net‑worth clients as well as foundations, trusts, estates and employer‑sponsored retirement plans, providing discretionary portfolio management, financial planning, and retirement plan advisory and consulting services. The firm manages approximately $353 million in client assets across about 361 accounts and also offers consulting arrangements for insurance and brokerage customers.

The firm combines a planning‑driven consultative process with disciplined asset allocation using ETFs and institutional mutual funds, periodic tactical adjustments, and regular rebalancing, and it typically manages client accounts on a discretionary basis. For implementation, Wayfinding may recommend interval funds and other non‑liquid alternative investments for qualifying clients, use third‑party bond trading desks to access broader bond inventories, recommend third‑party money managers or the Betterment robo‑managed program, and can trade or access client 401(k) and HSA accounts through the Pontera Order Management System.

Compared with many peers, Wayfinding is notable for its scale relative to its advisory team (two advisors managing over $350 million) and for the breadth of execution and plan services it offers, including ERISA 3(21) retirement plan advisory and plan consulting. The firm’s representatives are also licensed insurance agents and Wayfinding facilitates fee‑based annuities, estate‑document referrals through an unaffiliated provider, and reports certain custody arrangements using standing limited powers of attorney, which are potential conflicts disclosed in its brochure.