Keystone Financial Services, Llc
- Regulatory AUM
- $240M
- Discretionary
- $240M
- Clients
- 1,043
- Avg AUM / client
- $230K
- Accounts
- 1,695
- Employees
- 11
AUM over time
Annual snapshots from Form ADV filings · as of Apr 27, 2026
Investments (13F portfolio — 58 positions, $148,665,594)
13F period Mar 31, 2026| # | Issuer | Class | Value | Shares | % of 13F | % of AUM |
|---|---|---|---|---|---|---|
| 1 | Putnam Etf Trust | FOCUSED LAR CAP | $17,229,433 | 371,324 | 11.6% | 7.17% |
| 2 | Vanguard Admiral Fds Inc | 500 GRTH IDX F | $16,410,300 | 40,252 | 11.0% | 6.83% |
| 3 | Spdr Series Trust | STATE STREET SPD | $14,052,842 | 183,601 | 9.45% | 5.85% |
| 4 | Pacer Fds Tr | SWAN SOS FD OF | $11,546,110 | 360,316 | 7.77% | 4.8% |
| 5 | J P Morgan Exchange Traded F | DIVERSFD EQT ETF | $8,457,149 | 161,304 | 5.69% | 3.52% |
| 6 | Franklin Templeton Etf Tr | US MID CP MLTFCT | $8,256,716 | 150,313 | 5.55% | 3.44% |
| 7 | Ishares Tr | CORE S&P500 ETF | $5,666,831 | 8,675 | 3.81% | 2.36% |
| 8 | Vanguard Index Fds | MCAP VL IDXVIP | $4,862,190 | 26,385 | 3.27% | 2.02% |
| 9 | Capital Grp Fixed Incm Etf T | CORE BOND ETF | $4,640,692 | 176,721 | 3.12% | 1.93% |
| 10 | Virtus Etf Tr Ii | KAR MID-CAP ETF | $4,558,245 | 191,202 | 3.07% | 1.9% |
| 11 | Schwab Strategic Tr | US DIVIDEND EQ | $4,482,149 | 146,094 | 3.01% | 1.87% |
| 12 | J P Morgan Exchange Traded F | INCOME ETF | $4,440,853 | 96,394 | 2.99% | 1.85% |
| 13 | J P Morgan Exchange Traded F | ULTRA SHRT ETF | $3,862,336 | 76,316 | 2.6% | 1.61% |
| 14 | Pacer Fds Tr | US SMALL CAP CAS | $3,740,701 | 83,368 | 2.52% | 1.56% |
| 15 | Invesco Qqq Tr | UNIT SER 1 | $3,594,053 | 6,227 | 2.42% | 1.5% |
| 16 | Capital Grp Fixed Incm Etf T | US MULTI-SECTOR | $3,400,087 | 124,865 | 2.29% | 1.41% |
| 17 | John Hancock Exchange Traded | MULTIFACTOR MI | $2,837,032 | 42,268 | 1.91% | 1.18% |
| 18 | Berkshire Hathaway Inc Del | CL B NEW | $2,418,043 | 5,046 | 1.63% | 1.01% |
| 19 | Nvidia Corporation | COM | $1,745,664 | 10,010 | 1.17% | 0.73% |
| 20 | Vanguard Index Fds | S&P 500 ETF SHS | $1,448,922 | 2,425 | 0.97% | 0.6% |
| 21 | Union Pac Corp | COM | $1,428,561 | 5,888 | 0.96% | 0.59% |
| 22 | Apple Inc | COM | $1,419,100 | 5,592 | 0.95% | 0.59% |
| 23 | The Alger Etf Trust | MID CAP 40 ETF | $1,174,151 | 60,275 | 0.79% | 0.49% |
| 24 | First Tr Exchange Traded Fd | CAP STRENGTH ETF | $1,078,004 | 11,621 | 0.73% | 0.45% |
| 25 | Ishares Tr | MORNINGSTR US EQ | $994,830 | 11,071 | 0.67% | 0.41% |
Top 25 of 58 positions from the manager's latest Form 13F · source filing (EDGAR) ↗. 13F covers long US-listed positions only. "% of AUM" is share of the firm's total regulatory AUM (Form ADV Item 5.F).
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 998 | $177M | 73.9% |
| High net worth individuals | 30 | $51.3M | 21.3% |
| Charitable organizations | Fewer than 5 clients | $2.0M | 0.82% |
| Corporations and other businesses | 15 | $9.6M | 3.98% |
People (8)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Nancy Jean Laug Sholin | Managing Member And Owner | Chartered Financial Consultant | Jun 2020 (6y) | 75% or more |
| Travis Lee Sholin | Partner | CFP | Jun 2020 (6y) | 10% – 25% |
| Justin N Sholin | Partner | CFP | Oct 2020 (6y) | 10% – 25% |
| Douglas Blake Peterson | Chief Compliance Officer And Financial Advisor | Mar 2022 (4y) | Less than 5% | |
| Hope Dogbevia | Registered representative | CFP | Jun 2022 (4y) | |
| Lana Renee Trofholz | Registered representative | Jan 2024 (3y) | ||
| Benjamin Mathew Sande | Registered representative | Feb 2026 (0y) | ||
| Marcus Wagstaff | Registered representative | Feb 2026 (0y) |
Undisclosed: 0% – 5% 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.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 04/27/2026 | 903 KB | 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
- • Fixed fees
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Portfolio management for businesses/institutional clients
- • Pension consulting services
Custody
Reported custodians
- Charles Schwab & Co. $240M (100% of AUM) Apr 2026
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports having 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: Apr 27, 2026.
View current Form ADV (SEC/IAPD) ↗