{
  "crd_number": 122408,
  "slug": "security-first-financial-swartz-creek-mi-122408",
  "primary_business_name": "SECURITY FIRST FINANCIAL",
  "legal_name": "SECURITY FIRST FINANCIAL INC.",
  "dbas": [],
  "city": "Swartz Creek",
  "state": "MI",
  "country": "United States",
  "cbsa_code": "22420",
  "metro": {
    "cbsa_code": "22420",
    "common_name": "Flint",
    "msa_name": "Flint, MI",
    "path": "/advisors/mi/flint"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2014-05-23",
  "years_registered": 12,
  "period": "2026-10-01",
  "filing_date": "2026-03-17",
  "carried_forward": false,
  "raum_total": 299520495.0,
  "raum_discretionary": 299520495.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "100m_500m",
  "raum_band_label": "$100 million to $500 million",
  "total_employees": 2,
  "advisory_employees": 2,
  "client_count_bucket": null,
  "clients_by_type": {
    "individuals": {
      "raum": 192958051.0,
      "count": 572
    },
    "high_net_worth_individuals": {
      "raum": 106440259.0,
      "count": 67
    },
    "corporations_other_businesses": {
      "raum": 122185.0,
      "count": 1
    }
  },
  "compensation_types": [
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "portfolio_management_individuals"
  ],
  "wrap_fee_participant": false,
  "disclosure_yes_count": 0,
  "states_registered": [
    "FL",
    "GA",
    "IN",
    "MI",
    "OH",
    "TN",
    "TX"
  ],
  "websites": [
    "https://markherhold.com",
    "https://youtube.com"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/122408",
  "city_as_filed": "SWARTZ CREEK",
  "url": "https://advisorcensus.com/firm/security-first-financial-swartz-creek-mi-122408",
  "display_name": "Security First Financial",
  "summary": "Security First Financial is an SEC-registered investment advisory firm in Swartz Creek, MI, registered since 2014, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated March 17, 2026.",
  "citation": "AdvisorCensus. Security First Financial (CRD 122408): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management"
  ],
  "advisory_activity_labels": [
    "Portfolio management for individuals and/or small businesses"
  ],
  "quick_answers": [
    {
      "q": "How is Security First Financial compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Security First Financial reports these compensation arrangements: a percentage of assets under its management."
    },
    {
      "q": "Where is Security First Financial located?",
      "a": "Security First Financial's principal office is in Swartz Creek, MI, according to its Form ADV."
    },
    {
      "q": "Is Security First Financial registered with the SEC or a state?",
      "a": "Security First Financial is an SEC-registered investment advisory firm, registered since 2014. Status as filed: Approved. CRD 122408."
    },
    {
      "q": "How much does Security First Financial manage?",
      "a": "Security First Financial reports $299,520,495 in regulatory assets under management in its Form ADV filing dated March 17, 2026 (100% discretionary)."
    },
    {
      "q": "How have Security First Financial's assets and staff changed since 2021?",
      "a": "In the Form ADV data for Security First Financial: Regulatory assets under management: $198,077,517 in the October 2021 data and $299,520,495 in the October 2026 data, up 51%. Total employees: 2 in October 2021 and 2 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Security First Financial serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (572); high net worth individuals (67); corporations or other businesses not listed above (1)."
    },
    {
      "q": "Which custodians does Security First Financial use?",
      "a": "Security First Financial's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. as a custodian holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Security First Financial report any disciplinary disclosures?",
      "a": "Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/122408"
    },
    {
      "q": "Does Security First Financial state an account minimum?",
      "a": "Its Form ADV Part 2A brochure dated February 6, 2026 says: \"Security First Financial has no account minimums.\""
    },
    {
      "q": "What changed in Security First Financial's recent Form ADV filings?",
      "a": "In the March 2026 filing data: Employees performing advisory functions went from 1 to 2. Regulatory assets under management went from $268,612,111 to $299,520,495 (+12%). Registered or notice-filed in GA."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 198077517.0,
      "total_employees": 2,
      "filing_date": "2021-02-08"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 259959460.0,
      "total_employees": 1,
      "filing_date": "2022-02-12"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 223858443.0,
      "total_employees": 1,
      "filing_date": "2023-02-10"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 238441339.0,
      "total_employees": 1,
      "filing_date": "2024-02-06"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 268612111.0,
      "total_employees": 1,
      "filing_date": "2025-06-19"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 299520495.0,
      "total_employees": 2,
      "filing_date": "2026-03-17"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-03-01",
      "period_label": "March 2026",
      "notes": [
        "Employees performing advisory functions went from 1 to 2.",
        "Regulatory assets under management went from $268,612,111 to $299,520,495 (+12%).",
        "Registered or notice-filed in GA."
      ]
    }
  ],
  "fees_from_brochure": {
    "source": "Form ADV Part 2A brochure dated February 6, 2026",
    "provided_by_the_firm": false,
    "tiers": [],
    "flat_rate": null,
    "stated_range": null,
    "stated_maximum": null,
    "account_minimum": "None",
    "account_minimum_may_be_waived": false,
    "minimum_annual_fee": null,
    "planning_fees": [],
    "figures": [
      {
        "label": "Account minimum",
        "statements": [
          "Account minimum: None"
        ],
        "quotes": [
          "Security First Financial has no account minimums."
        ]
      }
    ],
    "values": {
      "tiers": [],
      "range_pct": null,
      "max_pct": null,
      "account_minimum": 0.0,
      "minimum_annual_fee": null,
      "planning": []
    },
    "quotes": [
      "Security First Financial has no account minimums."
    ],
    "note": "As stated in the firm's brochure; fees can differ by service and may be negotiable."
  },
  "custodians": [
    {
      "name": "Charles Schwab & Co., Inc.",
      "name_as_filed": "CHARLES SCHWAB & CO., INC.",
      "affiliated": false
    }
  ],
  "custodians_note": "Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.",
  "markdown_url": "https://advisorcensus.com/firm/security-first-financial-swartz-creek-mi-122408.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 572,
      "fewer_than_5": false,
      "raum": 192958051.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 67,
      "fewer_than_5": false,
      "raum": 106440259.0
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 1,
      "fewer_than_5": false,
      "raum": 122185.0
    }
  ],
  "disclosure_line": "Reports no disclosure items on Form ADV Item 11.",
  "disclosure_items": [],
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/122408",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}