OUR MISSION STATEMENT
Experience, intellectual capital and dedicated personal service to help you meet your life goals
Experience, intellectual capital and dedicated personal service to help you meet your life goals
Who We Are – The Fundamental Five
1. We do this because we love it.
Our business is built on being deeply committed to helping people.
2. We believe that planning makes dreams come true.
It doesn’t matter what you want to create or experience, a solid plan is the necessary path to its fruition.
3. Trust is everything.
We are honest with our clients and each other. We strive to provide the most realistic goals based plans for your future. If we are not a good fit for you, we will say so.
4. We are here for you.
Every recommendation is made because we genuinely believe it is the right, unique choice for you and your family.
5. We care about our clients.
You are the reason we exist. You help us create meaningful changes in peoples’ lives that are multi-generational. We are dedicated to your happiness and ensuring that you feel as valued, respected and appreciated as you truly are.
Our Process – What Really Matters?
It isn’t the rational brain that is driving most financial decisions, but rather the emotional one. The emotional brain produces fear and greed, with life altering results based upon irrational reactions to short-term events.
Some of these events are mere perceptions, derived from the noise of the financial industry and media that surrounds it. Unfortunately, it is these emotional reactions that continually derail the average person from ever truly experiencing financial success.
For most people, the largest worry is maintaining money throughout one’s lifetime. The goal of wealth accumulation and preservation has no correlation to an arbitrary benchmark or geopolitical event. Wealth is built on using sound judgment, solid planning, and faith in the future.
We continuously focus on reconnecting our clients with their rational brain and understanding what really matters. We want to change bad habits, prevent lost opportunities, and stop procrastination. This can only be achieved through continuous communication, mutual respect, and education.
Our mission is to guide you through life’s most critical financial events. These transitions can be scary and overwhelming. We help to break down the big decisions into small, manageable steps, with realistic expectations, so that you can fully embrace your present and look forward to your future.
Fred Krokenberger, CIMA, CFP has been providing financial advice to families and small businesses for over 36 years. He guides and educates his clients helping them determine and prioritize their lifetime goals. Through that collaboration, he creates their unique financial plan, and helps them stay on the correct path to ensure those goals can be achieved.
Through the years, Fred has always focused on working closely with his clients and their families. He now has the pleasure of helping their children and grandchildren become financially secure as well.
Recognizing the skills and further education required to properly and professionally provide complete, holistic financial planning, Fred obtained his CFP designation in 1991. This required completing an approved education program, passing a rigorous examination and meeting stringent experience requirements. He adheres to a professional Code of Ethics and fulfills annual continuing education requirements to remain aware of current planning strategies and financial trends.
In 2002 Fred obtained his CIMA(Certified Investment Management Analyst) through the Wharton School of Finance. The CIMA certification provides him with the knowledge, tools and strategies to effectively set investment objectives, evaluate and select managers and manage an investment portfolio for individual and institutional clients. All CIMA certificants must adhere to strict continuing education and ethics requirements.
Fred has a BS in Business from RIT and also an MBA in Finance.
Fred now splits his time between Rochester, Martha’s Vineyard and Marco Island with Cece, his wife of 29 years. In his spare time he loves snow skiing, tennis and now golf.
BM/Supervisor; Securities Agent: AZ, CA, CO, CT, DE, FL, GA, HI, IL, IN, MA, MD, ME, MI, NC, NJ, NV, NY, OH, PA, PR, SC, TN, TX, VA, WA, WV; General Securities Principal; General Securities Representative; Investment Advisor Representative; Transactional Futures/Commodities; Managed Futures
Erica Cummings, CFP® has worked as a Financial Advisor for over 17 years, gaining experience in helping her clients design holistic plans for their financial future. Through goals based planning, Erica utilizes a platform to define what clients want out of life, and creates the financial framework to bring those goals to life.
As a Family Wealth Advisor, she helps her clients focus on the connection between the people, activities, and values that matter most to them, and their financial lives.
Erica believes in engaging with her clients and their families. Her client relationships are often multi-generational, and she is extremely passionate about empowering women.
In 2016, she created the Women, Wealth, and Empowerment Program. Her mission is to strengthen the relationship between women’s financial and overall well-being. To engage them through education and inspire them to seek balance in their financial, physical, and emotional lives.
As a Certified Financial Planner ™, Erica can help provide professional financial planning services. To earn the CFP® designation, she had to complete an approved educational program, pass a rigorous examination, and meet stringent requirements. She adheres to a professional Code of Ethics and fulfills annual continuing education requirements to remain aware of current planning strategies and financial trends.
Erica has a Bachelor’s Degree in International Marketing from RIT. She is also a proud graduate of the Leadership Rochester class of 2016, a member of Rochester Rotary, and advisory board member for the National Center for Missing and Exploited Children – New York region.
Originally from Long Island, Erica resides in Victor with her husband, Darren, and two children, Zachary and Alexa. They enjoy traveling and spending time with their family both here and in Long Island.
Securities Agent: AZ, CA, CO, DE, FL, GA, HI, IN, MA, MD, ME, MI, NC, NJ, NV, NY, OH, PA, PR, SC, TN, TX, VA, WA, WV; General Securities Representative; Investment Advisor Representative; Managed Futures
Kurt Krokenberger focuses on customized wealth management services for private business owners, their companies and emerging affluent families on a national level. Through goals based planning, with an emphasis on behavioral coaching, Kurt is able to optimize the unique goals of his clients.
As part of a multi-generational business, Kurt incorporates a personal family perspective to his wealth management career. Being a second generation member on a team affords him the ability to draw on his personal experience when dealing with the complexity and emotions at play in a privately held, multi-generational business. He has seen first-hand how family dynamics can impact the success and longevity of a business. Through these experiences, Kurt has learned what families can do to manage their business and assets to benefit both current and future generations.
At the cornerstone of Kurt's practice is developing custom risk management solutions for privately held businesses utilizing Captive Insurance Companies. This complex focus ties into tax management strategies, wealth transfer, wealth accumulation and pre-liquidity planning. Working with his clients and other Morgan Stanley financial advisors' clients, Kurt is able to see a diverse group of businesses, all with different needs and goals.
Kurt graduated magna cum laude from RIT with a Bachelor's Degree in Finance.
In his spare time, Kurt enjoys traveling with is wife Sarah and spending time with their dog. He is also an avid skier, a recreational tennis player and has a new found passion for golf.
Securities Agent: AZ, CA, DE, FL, GA, HI, IL, IN, MA, MD, ME, MI, NC, NJ, NV, NY, OH, PA, PR, RI, SC, TN, TX, VA, WA, WV; General Securities Representative; Investment Advisor Representative
Lynne Stella grew up in Binghamton, NY and moved to Rochester, NY to attend college. She graduated from St. John Fisher College with a BS in Business Management and began her career in the financial world. She attained her Series 7 and 63 while working at Smith Barney as a registered service associate. Lynne transitioned to Morgan Stanley in 2012 where she is now the Registered Client Service Associate on the team. She acts as a liaison between the clients and the financial advisors within the team and is responsible for providing operational and service support. Lynne lives in Chili, NY, and enjoys spending time with her husband and two children by attending their basketball, softball and volleyball games and going to her daughter’s Girl Scout meetings.
Joy Krokenberger grew up in Webster, NY. She earned her Bachelor of Science Degree in Consumer and Family Studies from the State University of New York College at Buffalo. With a past career in Client Services she has transitioned into the financial industry at Morgan Stanley in January, 2015 as a Client Services Associate on the team. She acts as a liaison between the clients and the financial advisors within the team and is responsible for providing operational and service support. Joy lives in Webster, NY with her husband. She also enjoys spending time with her three adult children when they come home to visit.
Working with you to understand your life goals and develop a truly personalized wealth strategy. Today and for the years to come.
Creating customized financial strategies for the challenges that today's families face.
Partnering with you on key aspects of your business such as ownership, liquidity and developing opportunities.
Working closely with you to guide your wealth and investments through the most challenging market cycles.
Thought Leadership for our ultra high net worth clients, which contains thought-provoking articles, authored by leading experts from Morgan Stanley Family Office Resources.
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