Willink Asset Management LLC

Investment ManagementNew York, United States2-10 Employees

Willink Asset Management LLC operates as a fee-only registered investment adviser serving middle-class to affluent households, private trusts, and smaller employer retirement plans in western New York. The firm emphasizes cost-conscious, tax-efficient portfolio construction and avoids commissions, 12b-1 fees, referral fees, rebates, and soft-dollar arrangements, aiming to reduce risk and preserve client goals after taxes and expenses. Client portfolios are typically managed on a fixed annual retainer, with typical ranges around a moderate asset base, and the investment approach relies on investment-grade bonds, low-cost index-type funds, and selective use of individual stocks, supported by access to national research resources. In addition to ongoing management, the firm provides financial planning and investment consultation on hourly or fixed-fee terms, and it has developed probabilistic analysis tools to stress-test plans and portfolios; recent work includes advisory services related to a hospital 403(b) plan, personal and trust account restructuring, and account performance review. Willink Asset Management is headquartered in East Aurora, New York, and operates as a small team within the broader investment management industry, positioning itself as a low-cost alternative within its sector.

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