Association Financial Services Inc.
- Regulatory AUM
- $1.3B
- Discretionary
- $146M
- Clients
- 975
- Avg AUM / client
- $1.3M
- Accounts
- 2,829
- Employees
- 19
AUM over time
Annual snapshots from Form ADV filings · as of Mar 06, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 584 | $201M | 15.9% |
| High net worth individuals | 259 | $858M | 67.8% |
| Charitable organizations | 11 | $5.7M | 0.45% |
| Other | 121 | $201M | 15.9% |
Retirement plan clients
Plans that reported this firm as an investment service provider on Form 5500 Schedule C.
| Plan | Location | Plan year |
|---|---|---|
| American Academy Holdings Llc. 401(k) Plan American Academy Holding, Llc | 2024 | |
| Summit Physician Specialists Retirement Plan Summit Physician Specialists, P.C. | 2024 | |
| Integrated Employer Solutions 401(k) Plan Integrated Employer Solutions, Inc. | Salt Lake City, UT | 2024 |
People (12)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Martin Arthur Watkins | Founder/President | CFP | Jan 2019 (8y) | 75% or more |
| Jared Charles Empey | Chief Compliance Officer | Jan 2020 (7y) | Less than 5% | |
| Samuel Martin Watkins | Chief Executive Officer | Jan 2020 (7y) | 10% – 25% | |
| Michael Davis Espinosa | President | CFP | Mar 2022 (4y) | Less than 5% |
| Adams Faulkner, Mallory | Chief Operations Officer | Aug 2022 (4y) | Less than 5% | |
| C Richard Hopkins | Registered representative | Jan 2020 (7y) | ||
| Richard Minda Lee | Registered representative | Dec 2020 (6y) | ||
| Thomas Allen Reed | Registered representative | Aug 2023 (3y) | ||
| Devon Duffy | Registered representative | Aug 2025 (1y) | ||
| Zachary Thomas Whitlock | Registered representative | Aug 2025 (1y) | ||
| Carter John Larsen | Registered representative | Oct 2025 (1y) | ||
| Jacob Matthew Watkins | Registered representative | Jun 2026 (0y) |
Undisclosed: 0% – 15% of the firm is not attributable from the filed Schedule A bands.
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Retirement plans served (3)
| Plan | Sponsor | Participants | Plan assets | As of |
|---|---|---|---|---|
| American Academy Holdings Llc. 401(k) Plan | American Academy Holding, Llc | 254 | $15.6M | 01/01/2024 |
| Summit Physician Specialists Retirement Plan | Summit Physician Specialists, P.C. | 122 | $82.7M | 01/01/2024 |
| Integrated Employer Solutions 401(k) Plan | Integrated Employer Solutions, Inc. | 915 | $14.7M | 01/01/2024 |
From Form 5500 service-provider disclosures.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 03/06/2026 | 1.02 MB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
No disciplinary events reported on the firm's latest Form ADV filing.
How they charge
- • Percentage of assets under management
- • Hourly charges
- • Other fees
- • INSTITUTIONAL CLIENTS PRICED ON CASE-BY-CASE BASIS
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Portfolio management for businesses/institutional clients
- • Pension consulting services
- • Publication of periodicals or newsletters
- • Educational seminars/workshops
Custody
Reported custodians
- Sei Investments Distribution Co. $1.1B (89% of AUM) Mar 2026
- Ascensus Broker Dealer Services, Llc $111M (11% of AUM) Mar 2024
- Voya Financial $67.2M (14% of AUM) Jan 2020
- TD Ameritrade $31.1M (6% of AUM) Jan 2020
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports it does not have custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: Mar 06, 2026.
View current Form ADV (SEC/IAPD) ↗