The Cornerstone of the Falcons Rock Investment Counsel, LLC philosophy is to achieve each client's investment goals while minimizing investment risk. To realize this goal, our philosophy consists of the following five tenets:

• Customized-we believe each portfolio must be customized to the investor's individual needs and long-term objectives. Falcons Rock does not have one investment policy or set of model portfolios that is pre-determined to fit all clients. A "plain language" initial interview will be conducted to determine clear, specific investment goals before any work is performed for each client.
  
  
• Objective-we believe that sound investment advice cannot be tainted by the need to "sell" a product. Falcons Rock is a fee-only investment consulting firm. We are paid by our clients for the services we provide, not by a brokerage firm, insurance company, bank, or money manager for products sold or recommended. We are a trusted, knowledgeable source of advice without conflicts of interest.
  
  
• Balanced-we believe that a portfolio's overall asset allocation is as important for determining total return and risk as the selection of individual securities or portfolio managers. It is important to consider a variety of asset classes, and alternative investments, when developing appropriate investment strategies. Falcons Rock has no bias toward passive or active management, and believes that these styles compliment each other well in many portfolios. Strategic asset allocation strategies, as well as unique tactical asset allocation strategies, may be incorporated in specific client accounts.
  
  
• Informed-we believe that smart investment decisions are based on extensive analytical research combined with "Informed Human Judgment." Falcons Rock has secured a range of institutional quantitative and qualitative resources, which allows for the prudent selection of money managers and comprehensive performance measurement versus customized benchmarks. Capital markets projections are employed to analyze expected behavior between and among various asset classes. Clients pay us to monitor the markets and recommend smart changes to their portfolios.
  
  
• Personal-we believe that our clients must trust us to help them achieve their long-term goals. That trust can only be earned through ongoing personal delivery of investment planning, investment analysis, and investment results, which are clearly communicated to each client.

The focus of our firm is to build long-term relationships with a select group of clients, who are looking for prudent advice, and place a high value on integrity.