Five client-oriented principles comprise The Cogent Way. Every Cogent advisor must adhere to them in order to remain with the firm. These principles allow our clients to feel confident they are receiving bonafide advice, not sales presentations, from an expert in both investments and financial planning.

The Cogent Way


1. No Commissions for Advisors on Investments
Our Advisors operate exclusively on a fee-based system. They have given up their Series 7 license that allows them to receive commissions as a broker. For investments, they are compensated on a percentage basis relative to the value of the accounts they manage. Therefore, their incentive is to recommend the best investments possible to help grow their client's accounts and to monitor them closely. Not a "one and done" commission model whereby they receive a big up-front commission regardless of how the investment performs. Commission-based business models incentivize the sales process, not the nurturing process necessary for long term success. Click here for more information on the benefits of a fee-based advisor. For financial plans, a one-time fee or hourly fees apply and are disclosed before the client signs a planning agreement.

2. No Proprietary Investments or Research
Cogent doesn't manufacture investment products nor does it have an investment bank. Also, Cogent doesn't receive compensation from investment or annuity companies. Therefore, there is no incentive for our Advisors to recommend one investment over another based on revenue another part of the firm may be receiving. Cogent is a legitimate "open architecture" investment advisor.

3. No Corporate Greed Culture
Cogent does not have a management team focused on growing revenue or increasing bonus sizes for executives sitting in big offices with leather chairs. No one is pressuring our Advisors to take time away from monitoring their client's accounts so they can grow their practices quicker. They grow their practices from having satisfied clients. Additionally, Cogent is a privately owned company that doesn't answer to Wall Street for its performance.

4. Adhere to the Cogent Code of Ethics

Cogent advisors must adhere to the Cogent Code of Ethics.

5. Expertise in Both Financial Planning and Investment Management
We have observed that too many Financial Planners lack the investment expertise to manage sophisticated investment portfolios. Conversely, too many Financial Advisors lack the planning expertise and/or business model necessary to properly analyze their client's overall situation. We believe financial planning and investment advice go hand-in-hand, and a client should not have to sacrifice investment expertise to gain the planning relationship. Put simply, a Cogent advisor does both.