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Personal Chief Financial Officer

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Introduction

Dear Prospective Client:

As President of Via Financial Insight (VFI), I would like to introduce you to the firm. VFI is the personal Chief Financial Officer (CFO) for client families and businesses. In that role we guide clients in defining their life goals and designing a financial plan around them. Together we develop an investment strategy to accumulate wealth, a risk management strategy to protect that wealth and a transition strategy to sustain causes that matter. We coordinate client counsel, tax, insurance, banking and other professionals to assure that your team fulfills its role in achieving your life goals.

As CFO of several outstanding organizations over the past thirty years, I am uniquely qualified to guide you in reaching your life goals. My CFO role has included all aspects of financial services. Of particular note is leadership in development and management of state of the art investment strategies for pension, endowment and other corporate funds aggregating in excess of $1.5 billion. That level of sophistication is what our clients deserve, expect and receive from VFI.

VFI is founded on the principles of integrity and service excellence to bring the experience necessary to meet the client’s financial service needs. As a fee-only Registered Investment Advisor (RIA), VFI is free of conflict of interest to provide advice with the highest level of objectivity in the best interest of the client.

VFI offers the peace of mind that comes from knowing you have in place a strategic plan based on your life goals and the discipline to achieve it.

Please give us a call to learn more about the services we deliver.

Sincerely,

Michael F. Rolph , CPA, MBA

Registered Investment Advisor

Investment Philosophy

Our investment philosophy is based upon empirical academic research. We believe the markets work long term, that risk and return are positively correlated and timing adds little value except in the most extreme markets. We believe in maintaining investment discipline long term, that structure determines performance and asset allocation explains 96% of the variation in portfolio returns.

To mitigate company risk, we diversify holdings among companies rather than hold individual securities. To mitigate asset class rotation risk, we diversify across asset classes. We believe over time certain asset classes will have significantly greater or lesser risk compared to historical norms. We believe fundamentally that market forces will draw such extremes to the mean. Thus, we tactically adjust the asset allocation over time to reflect extremes in relative asset class risk.

We believe expenses matter and the most consistently efficient way to access an asset class is through passively investing in index funds. However, we reserve discretion to select the rare manager who consistently long term demonstrates superior performance.

Our primary vehicle to mitigate corpus risk is a proportionate allocation to short duration, high quality bonds to the extent necessary to meet the client’s tolerance for risk. We believe the markets do not adequately compensate for extending duration or increasing credit risk. According, when we assume risk it is in the equity market where the risk is compensated long term.

Subject to the risk tolerance of our clients, our objective is to deliver long term returns substantially in excess of inflation and meet or exceed the broad global market returns with equal or less relative risk.

Copyright 2008 , VFI Via Financial Insight Inc.