WHY TRUNORTH
Not all investment advice is created equal.
We built TruNorth on decades of established financial research and a simple conviction — that a smarter, lower-cost approach to investing produces better outcomes for real people.
WHO WE ARE
We're not just another investment advisor.
Fee-only and employee-owned, we combine globally diversified strategies with evidence-based investment principles to deliver straightforward, transparent service at some of the lowest advisory fees in the industry. We are not driven by stock picking, market timing, or emotion. Just honest, unbiased advice focused entirely on you.
OUR MISSION
To deliver a personalized, high-quality service with deep resources and expertise at a price clients can afford.
OUR VISION
A service where your financial success and long-term plan are never compromised by high costs or conflicts of interest.
OUR APPROACH
The evolution of investing
Most firms are still stuck in 1.0 or 2.0. We've moved beyond both — building portfolios grounded in the science of capital markets, not guesswork.
Conventional Management
The old way
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Attempts to identify mispriced securities
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Relies on forecasting and market timing
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Often generates higher expenses, trading costs, and excess risk
Index & Target Date Funds
Better, but limited
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Follows commercial benchmarks
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Reduces flexibility and customization
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Cookie-cutter, one-size-fits-all approach
The Science of Capital Markets
The TruNorth way
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Securities are fairly priced — diversification is essential
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Insights drawn from rigorous academic research
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Portfolios built for optimal evidence-based returns
THE TRUNORTH DIFFERENCE
What sets us apart
There are thousands of financial advisors. Here's why our clients choose us — and stay.
100% Fee-Only, Always
We never earn commissions or referral fees. Our only compensation comes directly from you — which means our advice is always in your corner.
We Eat Our Own Cooking
We invest our firm's own assets the same way we invest yours. There's no stronger alignment than that.
Low Fees
For portfolios of $1–$10 million, TruNorth's advisory fee is half or less of the industry median.* A $5,000 annual minimum applies, so smaller portfolios may pay at or above the median.
*[The Kitces Report (Vol. 2, 2024)], Figure 6.17. Based on self-reported advisor survey data; compares advisory fees only, excluding fund expenses.
Goals-Based, Not Generic
Your portfolio is built around your actual life — retirement, education, income, legacy — not a generic risk profile pulled from a questionnaire.