How we invest your money,
and why we do it this way.
Most investment approaches are built around the market. Ours is built around your plan. Here is exactly how we invest, and why it makes more sense for most people than chasing returns.
Our investment philosophy
Investment management works best when it is part of a broader plan.
One of the things we feel most strongly about is that investment management and financial planning should not be separated. A portfolio built in isolation, without a full understanding of your goals, your tax situation, your time horizon, and your life, is just a collection of accounts. We build portfolios as part of a coordinated financial strategy.
Here is the honest version of how we think about investing, and why.
The evidence on this is clear and consistent: very few investors, professional or otherwise, outperform a simple, diversified, low-cost portfolio over long periods of time. The ones who try to often pay more in fees, taxes, and behavioral mistakes than they gain from their cleverness. So we do not try. We focus on the things we can actually control: costs, diversification, tax efficiency, and your behavior when markets get uncomfortable.
What guides our approach
Six principles we never compromise on.
These are not marketing language. They are the actual decisions we make every time we build or review a portfolio.
Start with your plan, not the market.
Your goals, timeline, and tax situation drive how your money is invested. The market is not the starting point. You are.
Diversify broadly, across the globe.
We build portfolios across U.S. and international markets so your money is not tied to any one company, sector, or country.
Keep costs low.
We use low-cost ETFs so more of your return stays in your pocket. Costs compound just like returns do.
Manage taxes proactively.
Where your assets are held matters. We focus on tax-efficient investing and ongoing opportunities like tax-loss harvesting.
Stay invested and stay disciplined.
The biggest risk is not the market — it is reacting to it. We help you stay consistent through all market conditions.
Rebalance regularly, without emotion.
We adjust your portfolio over time to keep your risk aligned and maintain a disciplined, long-term approach.
The evidence behind the approach
This approach is not a theory. It is what the research says works.
Decades of academic research in financial economics has produced a clear and consistent finding: very few investors, professional or otherwise, outperform a simple, diversified, low-cost portfolio over long periods of time. The ones who try to usually pay for it in higher fees, worse tax outcomes, and the behavioral cost of second-guessing themselves at the wrong moments.
We are not ideological about this. We review the evidence regularly and update our approach when the research warrants it. But we are skeptical of strategies that rely on prediction, market timing, or the idea that someone has figured out something the rest of the market has not. The evidence on those approaches is not encouraging.
What the evidence does support, consistently and across market environments, is low-cost diversification with a long time horizon and disciplined rebalancing. That is what we do.
What you get
Investment management, included in your flat fee.
Portfolio management is part of your plan, not an add-on. Here is what that looks like in practice.
Portfolio construction
A globally diversified portfolio built around your goals, timeline, and risk tolerance. Every decision connects back to your plan.
Ongoing rebalancing
We monitor and adjust your portfolio over time to keep your allocation aligned and avoid unnecessary tax impact.
Tax-loss harvesting
We look for opportunities throughout the year to offset gains and improve your after-tax returns.
Asset location
We place investments in the right accounts to improve tax efficiency and maximize what you keep.
No AUM fee
Investment management is included in your flat annual fee. We do not charge a separate percentage of your portfolio. Your cost stays the same whether your investments grow or decline.
No commissions
We do not earn commissions on any investment product we recommend. Our only compensation is your flat annual fee. That means our recommendations are based entirely on what is right for your plan.
Curious how we would build
a portfolio for your situation?
Book a free 30-minute intro call. We will learn about your situation and show you exactly how our approach would apply to your goals.
Book Your Free 30-Min CallNo asset minimums. No long-term contracts. Serving clients nationwide.
Advisory services offered through Core Planning LLC, a Registered Investment Advisor. Novak Financial Partners is a DBA of Core Planning LLC. Investing involves risk, including the potential loss of principal. Past performance is not a guarantee of future results. The investment strategies described are general in nature and may not be suitable for all clients. Asset allocation and diversification do not guarantee a profit or protect against a loss. ETF expense ratios and other costs will vary. Tax-loss harvesting may not be suitable for all clients and is subject to applicable tax laws. Please review the full disclosures at corepln.com/disclosures before investing.