About Us Founded in 1978, Associated Financial Advisors, Ltd. is a locally owned and operated Financial Planning Corporation and Registered Investment Advisor. We were one of the first Registered Investment Advisors in the Central Valley and are one of the Valley’s oldest independent Financial Planning Firms.Associated Financial Advisors, Ltd. is focused on investing your assets in a broadly diversified portfolio suited to your “risk personality.” Our primary objectives are to:Reduce Your RiskPreserve Your CapitalIncrease Your IncomeLower Your TaxesAchieve Your GoalsWe find that most investors do not understand the risk of their current investments and are taking far too much risk for the returns they are receiving. We aim for growth while lowering your overall risk.We listen to you. Once we know what is important to you we can establish a plan to help you reach those goals and achieve what’s important to you. Why is there a need for Financial Planning? Until the last decade only the wealthy seemed to have a need for financial advisors and only the wealthy were able to afford them. However, with economic factors changing faster than anticipated; taxes correspondingly increasing; and major tax reform pending, the average person has acquired many of the problems previously attributed to high-income individuals. Thus, many are seeking methods to preserve assets, reduce income taxes, increase net worth, hedge against inflation, reduce insurance costs, plan for retirement, and take steps to enhance the smooth disposition of their estate. Why People Fail Financially It has jokingly been said that people take more time to plan a two-week vacation than to plan their financial future. It’s True! And most, if they do know what their goals are, procrastinate or do not persist once they do begin. Unfortunately, the few who do take the time to plan, frequently fail in the attempt. Why? Failure to set financial goals. Ignorance of what money must do to accomplish those goals. Failure to understand and apply our tax laws Believing the market can only go up. Misunderstanding the effects of inflation. No provision against loss of income. Buying the wrong kind of insurance. No plans to avoid the loss of capital Faulty or no estate planning. Investing involves risk including the potential loss of principal. No investment strategy can guarantee a profit or protect against loss.