Martin Watkins


TrueNorth Wealth

Financial Advisor

Martin Watkins


TrueNorth Wealth

Financial Advisor

As a fee-only financial planner, my focus is to offer unbiased financial advice to help you achieve your life goals. - Martin Watkins, CFP®

(801) 274-1820

Fee-Only financial planner located in Salt Lake City, UT, serving clients locally and across the country

Martin Watkins is a Salt Lake City, UT fee-only financial planner. TrueNorth Wealth provides comprehensive and objective financial planning to help clients organize, grow and protect their assets through life’s transitions. As a fee-only, fiduciary, and independent financial advisor, Martin Watkins is never paid a commission of any kind, and has a legal obligation to provide unbiased and trustworthy financial advice.
Martin Watkins has been advising individuals and organizations on their finances for more than twenty years. In 1993, Marty co-founded Utah Medical Association Financial Services and served as the Chief Operating Officer and adviser. He grew the practice from its inception until he was advising over 400 clients, with $625 million under advisement and $300 million under management.
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

Ideal Clients

  • Retirees and Near Retirees
  • Growing Families
  • Business Owners and Executives
  • Sudden Money Situations
  • Novice Investors

Working Together

  • In-Office Meetings
  • Virtual Meetings
  • Clearly Defined Fees
  • No Product Sales
  • Complimentary Initial Consultation

Professional Designations & Affiliations

Contact Martin Watkins

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Office Locations:

  • 1935 E Vine St #120
    Salt Lake City, UT 84121

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