Asset Advisory Services, Inc., is a financial planning and wealth management firm based in the Jupiter-Tequesta area of Florida. Founded by Curtis S. Francisco in 1980, it has served individuals and couples for over four decades, providing them with a wide range of financial services, including investment planning, retirement income planning, and tax strategies​​. The firm is led by a team of highly qualified professionals, each bringing their own unique expertise to the table. Curtis S. Francisco, the founder and president, is a Certified Financial Planner (CFP®) and an Accredited Investment Fiduciary (AIF®), with decades of experience in the field​​. He works alongside his son, Joseph C. Francisco, a wealth advisor who joined the firm in 2012, and Lori M. Colclasure, a wealth advisor with over 30 years of experience in the industry, who joined the firm in 2018. The team also includes Andrew J. Francisco, another wealth advisor, and several other professionals who handle operations and customer service​. What sets Asset Advisory Services apart is their focus on individualized, goals-based planning. They follow a unique 5-step approach to financial planning, starting with discovery, in which they help clients clarify their life goals. The next steps include assessment, evaluation, implementation, and adaptation, providing a comprehensive approach that evolves with the client's needs and life changes. This method allows them to understand each client's specific goals and how they fit into their overall life picture, ultimately creating a tailored plan that aligns with their lifestyle and objectives​. Moreover, as an independent advisor, the firm is bound to a fiduciary standard, focusing on what's best for clients without the pressure to promote proprietary products. This means they prioritize their clients' interests above all else, providing unbiased advice and solutions to help them reach their financial goals​​. Asset Advisory Services has a strong community presence, with its team members actively participating in various local activities and organizations. The firm's commitment to its clients and community, combined with its personalized approach and fiduciary commitment, offers a unique blend of expertise, personalized service, and local engagement that sets it apart in the financial planning industry.