Fee-Only financial planner located in Salt Lake City, UT, serving clients locally and across the country
In 2006, Marty founded his personal practice, Association Financial Services, and within two years he had established a financial services unit with the Idaho Medical Association and our Utah branch, TrueNorth Wealth. Over the past seven years he has built AFS and currently manages over $330 million in client assets.
Marty played an essential role in the development of the Utah 529 Education Savings Plan (“UESP”) investment options, a plan which won the Morningstar Gold Rating for educational savings plans, and currently maintains an advisory role with UESP, which includes managing assets of over $7 Billion.
Marty is the primary financial advisor at AFS and is a Certified Financial Planner®. He graduated with a B.A. in History from Brigham Young University. He loves mountain biking, enjoying the outdoors, and spending time with his wife and two sons.
Martin Watkins is a Member of the National Association of Personal Financial Advisors
The National Association of Personal Financial Advisors (NAPFA) is the country’s leading professional association of Fee-Only financial advisors - highly trained professionals who are committed to working in the best interests of those they serve.
NAPFA members live by three important values:
- To be the beacon for independent, objective financial advice for individuals and families.
- To be the champion of financial services delivered in the public interest.
- To be the standard bearer for the emerging profession of financial planning
At TrueNorth Wealth, commitment to our clients and integrity come first. Consider a few of the ways we stay true to your direction and your wealth: Your assets are safely held in your name with a third-party custodian. You have full access and control over your accounts and can access them anytime through a secure website.We focus on reducing taxes every step of the way to and through retirement. We look for ways to optimize Social Security, RMDs, charitable gifts, wealth transfer, and many other tax-related situations. We realize that no one cares more about your money than you do! Our job is to educate you and help you make decisions in your best interest. We provide financial planning and investment consulting services to individuals, corporations, small businesses, 401(k), pensions and profit sharing plans, estates, trusts, and institutional clients.
Academically sound investing. We use only low-cost highly available registered funds from investment companies like Dimensional Fund Advisors and Vanguard whose philosophies match our passion for performance. We don’t speculate in unconventional investments. We do not sell insurance products or load funds. We offer comprehensive financial planning. Instead of segmented advice on investment, retirement, tax, estate, and insurance planning from multiple sources, we bring it all together in one place to work in your best interest.
Knowledge is power. Educating our clients about the opportunities and inherent risks of markets and investing is a top priority. We address risk and volatility using principles of diversification, rebalancing, risk-adjusted asset allocation, asset-class investing, and a lot of proven experience!
Fee-only. This means our decisions are not colored by commissions or affinity kickbacks. Our primary interest is your financial success, not the bottom line of an investment company. Our advisory fees range from 30 to 80 basis points (0.3% to 0.8%) based on managed assets.
Fee-Only, Fiduciary, Independent: Three Important Criteria to Consider When Choosing a Financial Advisor.
- Comprehensive Financial Planning
- Retirement Income Planning
- Investment Management
- College Education Planning
- Tax Planning
- Retirees and Near Retirees
- Growing Families
- Business Owners and Executives
- Sudden Money Situations
- Novice Investors
- In-Office Meetings
- Virtual Meetings
- Clearly Defined Fees
- No Product Sales
- Complimentary Initial Consultation
Professional Designations & Affiliations
Martin Watkins is a NAPFA-Registered Financial Advisor
The National Association of Personal Financial Advisors (NAPFA) is the country’s leading professional association of Fee-Only financial advisors—highly trained professionals who are committed to working in the best interests of those they serve.
Martin Watkins is a CERTIFIED FINANCIAL PLANNER™ Professional - Click for Verification
CFP® professionals are held to strict ethical standards to ensure financial planning recommendations are in your best interest. What’s more, a CFP® professional must acquire several years of experience related to delivering financial planning services to clients and pass the comprehensive CFP® Certification Exam before they can use the CFP® designation.
Martin Watkins is a member of The Financial Planning Association® (FPA®)
FPA® is the largest membership organization for CFP® professionals in the U.S. and supports high standards of professional competence, ethical conduct, and clear, complete disclosure when serving clients.
Contact Martin Watkins
1935 E Vine St #120
Salt Lake City, UT 84121