Atlanta Financial Customer Relationship Summary

Form CRS (Customer Relationship Summary), June 30, 2020

Atlanta Financial Associates, LLC (‘Atlanta Financial’, ‘we’, ‘us’) is an Investment Adviser registered with the Securities and Exchange Commission (“SEC”). We feel it is important for you to understand how advisory and brokerage services and fees differ in order to determine which type of account or service is right for you. There are free and simple tools available to research firms and financial professionals at www.investor.gov/crs, which also provides educational materials about investment advisers, broker-dealers, and investing.

What Investment Services and Advice Can You Provide Me?

As an investment adviser, Atlanta Financial offers investment management services to retail investors for an ongoing asset-based fee based on the value of your account and financial planning services for an initial fixed and/or hourly fee. Our advisory services include investment management services, financial planning, portfolio monitoring and general consulting services. At the outset of the relationship, we will spend time with you asking questions, discussing your investment experience and financial circumstances and broadly identifying major goals with you. If we are providing investment management services to you, we will typically work with you to determine your individual objectives, time horizons, risk tolerance and liquidity needs. We will typically develop a personal investment policy or investment plan with an asset allocation target. We will regularly monitor your investments on a continuous basis, as part of our standard services. Please refer to Item 4 of our Form ADV Part 2A for further information.

We typically manage accounts on a discretionary basis, which means we may not call you when buying or selling investments in your account. You will sign an investment management agreement and limited power of attorney giving us this authority. This agreement will remain in place until you or we terminate our relationship. We also manage accounts on a non-discretionary basis, which means that you make the ultimate decision regarding buying or selling investments in your account. Please refer to Item 16 of our Form ADV Part 2A for further information.

We do not limit our advice and services to proprietary products or a limited menu of products or investments. We do not have a minimum account size requirement.

Questions to Ask Us:

  • Given my financial situation, should I choose an investment advisory service? Why or why not?
  • How will you choose investments to recommend to me?
  • What is your relevant experience, including your licenses, education, and other qualifications? What do these qualifications means?

What Fees Will I Pay?

Fees and costs affect the value of your account over time and vary depending on certain factors. Please ask your representative to give you personalized information on the fees and costs you will pay. We will typically charge ongoing asset-based fees for investment management services that are assessed quarterly in advance. Financial planning fees are typically a fixed or hourly fee depending on the complexity of the planning required.

The custodian that holds your assets can charge you a transaction fee when we buy or sell an investment for you. These transaction fees are in addition to our advisory fee. You could also pay fees charged by the custodian for certain investments and maintaining your account. Some investments, such as mutual funds and exchange traded funds charge additional fees that will reduce the value of your investments over time. We do not receive any of these fees.

You will pay fees and costs whether you make or lose money on your investments. Fees and costs will reduce any amount of money you make on your investments over time. Please make sure you understand what fees and costs you are paying. Please refer to Item 5 of our Form ADV Part 2A for further information.

Advisory representatives of Atlanta Financial could also be Registered Representatives of Purshe Kaplan Sterling (“PKS”) and/or licensed insurance agents. Products purchased through PKS or insurance sales could earn additional fees to those paid for advisory services.

Question to Ask Us:

  • Help me understand how these fees and costs might affect my investments. If I give you $10,000 to invest, how much will go to fees and costs, and how much will be invested for me?

What are your legal obligations to me when acting as my investment adviser?

When we act as your investment adviser, we have to act in your best interest and not put our interest ahead of yours. At the same time, the way we make money creates some conflicts with your interests. You should understand and ask us about these conflicts because they can affect the investment advice we provide you. Here are some examples to help you understand what this means:

  • We are provided with products and services from our custodian, Charles Schwab, that directly benefit us but may not directly benefit you or your account. Examples could include investment research and other technology tools. Schwab also may provide us with additional resources to help us manage and further develop our business enterprise including educational conferences and events as well as business consulting services.
  • Advisory representatives of Atlanta Financial could also be Registered Representatives of Purshe Kaplan Sterling (“PKS”) and/or licensed insurance agents. Products purchased through PKS or insurance sales could earn additional fees to those paid for advisory services.

Question to Ask Us:

  • How might your conflicts of interest affect me, and how will you address them?

How do your financial professionals make money?

Our financial professionals are either employees or affiliates of the firm and are paid a fixed salary. They also may receive on a quarterly basis a portion of the advisory or planning fees that Atlanta Financial collects from the accounts each financial professional oversees. Financial professionals could earn additional compensation if clients purchase PKS or insurance products.

Do you or your financial professionals have legal or disciplinary history?

No, our firm and/or financial professionals do not have legal and/or disciplinary history. Visit www.investor.gov/crs for a free and simple search tool to research our firm and our financial professionals.

Question to Ask Us:

  • As a financial professional, do you have any disciplinary history? For what type of conduct?

Additional Information

You can find additional information about our investment advisory services on the SEC’s website www.adviserinfo.sec.gov by searching CRD #126703. You may also contact our firm at (770) 261-5380 or email to request a current copy of our Form ADV Part 2 or up-to-date Form ADV Part 3 – this relationship summary.

Questions to Ask Us:

  • Who is my primary contact person?
  • Is he or she a representative of an investment adviser or a broker-dealer?
  • Who can I talk to if I have concerns about how this person is treating me?