Principal Edge Financial Services is a privately owned financial planning practice, focusing on helping our clients secure the life they want. Since 1988, we have been doing this through offering our clients tailored financial solutions that provide them with three powerful pillars. • Clarity: We work with our clients to clarify their objectives and plan for their future. • Insight: We provide insight based on our knowledge and experience. • Partnership: We partner with our clients as they face life’s transitions. This empowers our clients to make smarter and informed financial decisions for themselves and their families. From our experience our clients key concerns are: • Building, preserving and managing their wealth • Protecting their family and lifestyle • Ensuring they have sufficient lifestyle cash flow • Maintaining dignity of life • Mitigating taxes • Building a legacy We address our clients key concerns through our tailored solutions focusing on: • Helping and protecting their family • Protecting their lifestyle • Planning for the expected and unexpected • Creating financial comfort • Building a legacy Our Approach: • We use a consultative approach to gain a detailed understanding of our client’s deepest values and goals, then build strategy and recommendations around these addressing their unique needs. • Each client has an ongoing level of service appropriate to their needs and is serviced by a ‘pod’ - their advisor, planning analyst and client service officer, all managed through a fully automated workflow. • The core of our investment philosophy is that markets work and are efficient. We take a non-forecasting evidence-based approach which allows the markets to work for clients, not against them. • We have built a professional practice that understands markets, but is not driven by them.