You can verify our regulatory licensing and registration documents in the links below:
• SEC Registration Document (Form ADV Part 2A and Part 2B)
• Holistic Finance Form CRS
• Holistic Finance Privacy Policy
You can find our firm advisory report linked directly to the SEC Website (US Securities & Exchange Commission) here
You can also find our Managing Director and Chief Compliance Officer Michael Wheelwright's personal advisor report on the SEC website here
Holistic Finance was co-founded by Zack Geist (Owner & Chief Executive Officer) and Michael Wheelwright (Managing Director, Chief Compliance Officer, and Investment Advisor Representative). The firm’s leadership reflects a combination of entrepreneurial experience, regulatory oversight, and fiduciary advisory practice.
Zack Geist is also the founder and active Chief Executive Officer of Student Loan Tutor, a nationally operating student loan advisory and document preparation firm that predates Holistic Finance. He continues to oversee its strategic direction and operations. His background includes business development, financial education, and management of services in complex regulatory environments.
Michael Wheelwright, previously known as Michael Cundick, serves as Managing Director and Chief Compliance Officer of Holistic Finance and is responsible for regulatory supervision, SEC compliance, and internal controls. He oversees advisory operations and fiduciary implementation within the firm. In addition to his professional responsibilities, he has been a life-long musician and previously ran as a candidate for Salt Lake County Mayor in addition to involvement in many community and nonprofit initiatives.
Is Holistic Finance considered a "fiduciary"? Is your planning process led by a Certified Financial
Planner?
Yes. Holistic Finance is a Registered Investment Advisor and operates under a fiduciary standard at all times. This means we are legally obligated to act in the best interests of our clients, to provide advice with a duty of care and loyalty, and to fully disclose any material conflicts of interest. Our financial planning process is led by a Certified Financial Planner™ professional. The CFP® designation reflects formal education, examination, experience, and ethical requirements established by the CFP Board, including adherence to its fiduciary standards when providing financial advice. Our fiduciary obligations apply to the investment advisory and financial planning services we provide, as described in our Form ADV Part 2A.
Yes. Holistic Finance uses Altruist as our independent third-party custodian.
Altruist is a modern, fully digital custodian that serves registered investment advisors nationwide. Holistic Finance does not have custody of client assets. Client accounts are held in the client’s name directly at Altruist. You can learn more about Altruist in this helpful article.
Clients have access to both a web portal and mobile app provided by Altruist, which allows for ongoing monitoring of account balances and performance, viewing transaction history, managing contributions, and reviewing statements and other related documents. Official account statements are generated and delivered directly by Altruist. Monthly statements are issued automatically and are also accessible on demand through the client portal. Withdrawals that require liquidation of securities are handled in coordination with the advisor to ensure tax-aware and strategic execution.
Holistic Finance is a fee-only investment advisor with respect to portfolio management. We do not receive commissions on investment products. Our standard investment management fee schedule is disclosed in our Form ADV. Holistic Finance is also separately registered as an insurance agency, which is disclosed in our regulatory filings (see Item 4 of Form ADV Part 2B). If insurance planning becomes relevant, any potential conflicts are disclosed in advance, and clients are never required to purchase insurance products through us. Clients are always free to use an outside insurance provider if they prefer.
We do not have a registration fee, an initial consultation fee, or a cancellation fee. A sample client agreement is available upon request and outlines our fee structure, including minimum fees for comprehensive planning services.
Compliance oversight is managed internally by Holistic Finance’s Chief Compliance Officer, currently Michael Wheelwright, with ongoing support from multiple independent compliance consulting firms that specialize in registered investment advisor regulation. This structure provides both internal accountability and external expertise to ensure adherence to applicable SEC rules and fiduciary obligations.
Client assets are always held at the independent custodian (Altruist), not by Holistic Finance. If an advisor becomes unavailable, if there is a transition within the firm, or if the firm ceases operations, client accounts remain fully accessible through Altruist. Clients retain ownership and control of their assets at all times and can work directly with the custodian or engage a new advisor of their choosing. Holistic Finance also maintains internal continuity and contingency procedures to ensure ongoing client service.
The majority of the firm’s working time is dedicated to investment management, financial planning, and direct client service. Holistic Finance operates with multiple advisors involved in investment oversight and client guidance, has a dedicated operational staff supporting account openings, transfers, and administration, and has planning professionals involved in financial planning review and implementation. This team-based structure is designed to ensure continuity, responsiveness, and depth of service.
You can view client feedback and testimonials by visiting our Google review profile. We encourage prospective clients to review these experiences to better understand how we work and the outcomes we aim to deliver. You can access our reviews here
Holistic Finance LLC (dba Holistic Finance) is a Registered Investment Adviser. Registration does not imply a certain level of skill or training. Advisory services offered only in jurisdictions where registered or exempt. Information on this site is for educational purposes only and is not investment advice. Past performance is not indicative of future results. View our Legal Disclaimer and Privacy Policy.
Disclaimer: Advisory and insurance services are offered through Holistic Finance LLC (dba Holistic Finance) an SEC Investment Advisor. All content is for information purposes only. It is not intended to provide any tax or legal advice or provide the basis for any financial decisions. Nor is it intended to be a projection of current or future performance or indication or future results. Opinions expressed herein are solely those of Holistic Finance and our editorial staff. The information contained in this material has been derived from sources believed to be reliable but is not guaranteed as to accuracy and completeness and does not purport to be a complete analysis of the materials discussed. All information and ideas should be discussed in detail with your individual adviser prior to implementation. Advisory services are offered by Holistic Finance, an Investment Advisor in the State of South Dakota. Being registered as an investment adviser does not imply a certain level of skill or training. The information contained herein should in no way be construed or interpreted as a solicitation to sell or offer to sell advisory services to any residents of any State other than the States where Holistic Finance is legally permitted.
Images and photographs are included for the sole purpose of visually enhancing the website. None of them are photographs of current or former Clients. They should not be construed as an endorsement or testimonial from any of the persons in the photograph. Purchases are subject to suitability. This requires a review of an investor’s objective, risk tolerance, and time horizons. Investing always involves risk and possible loss of capital.
Links to Other Sites. The inclusion of any link is not an endorsement of any products or services by Holistic Finance. All links have been provided only as a convenience. These include links to websites operated by other government agencies, nonprofit organizations and private businesses. When you use one of these links, you are no longer on this site and this Privacy Notice will not apply. When you link to another website, you are subject to the privacy of that new site. When you follow a link to one of these sites neither Holistic Finance, nor any agency, officer, or employee of Holistic Finance warrants the accuracy, reliability or timeliness of any information published by these external sites, nor endorses any content, viewpoints, products, or services linked from these systems, and cannot be held liable for any losses caused by reliance on the accuracy, reliability or timeliness of their information. Portions of such information may be incorrect or not current. Any person or entity that relies on any information obtained from these systems does so at her or his own risk.
