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Tree Stump

Our Team


Annie McQuilken, MS, CFP® is the founder and president of Forever Financial Advisors, and a Certified Financial Planner. Annie earned her bachelor's degree with distinction from Swarthmore College, earning membership in both Phi Beta Kappa and Sigma Xi. She received her Master's of Science degree in Financial Planning from the McCallum Graduate School of Business at Bentley University. Annie is a member of the National Association of Personal Financial Advisors (NAPFA), a member of the Financial Planning Association (FPA), and a Registered Invesment Advisor. Annie has over 20 years experience in financial management, counseling, and education.

Annie is a contributor to the NAPFA Advisor, a professional publication distributed to over 1,000 members and affiliates of NAPFA. In addition, Annie regularly presents at regional and national conferences.

Annie McQuilken

Danielle Headshot - Vertical.jpg

Danielle Guillemette is the Client Services Administrator for Forever Financial Advisors. She has a Bachelor’s Degree in Social Work from Roberts Wesleyan College. Danielle has experience working in the healthcare field for 6 years. She was featured in the RBJ in the Career Fast Start in 2018. Danielle has a passion for people and greatly enjoys helping to problem solve creatively


Danielle loves reading, cooking, and spending time with her growing family.

Danielle Guillemette


Finn is the official mascot of Forever Financial. He is a registered therapy dog and has many years of experience in cuddling and chewing up socks. He won the annual award for Fluffiest Dog in Rochester in 2016 and is considered an expert in Protective Services against squirrels and bikers.

Finn enjoys ham, tug of war, long walks along the canal, and stealing the best spot on the couch.


About Us

Who We Help

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How We Do It

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What's in It for You

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Our Team
Our Investment Policy

Our Investment Policy

We subscribe to the Modern Portfolio Theory, as developed by Nobel prize winners Harry Markowitz, Merton Miller, and William Sharpe. This theory focuses on the overall risk-reward characteristics of portfolio construction, instead of merely compiling portfolios from securities that individually have attractive risk-reward characteristics.

The method is further enhanced by comparing risk and return to the theoretical risk-free rate of return, represented by U.S. Treasury Bills, and to overall market returns. This results in the inevitable conclusion that holding a broadly diversified portfolio yields the best combination of risk and reward.

We have a recent example of the benefits of this approach. In 2006-2008, many individual financial sector stocks looked like very good investments. Applying the mathematics of diversification, however, would have revealed that the strong correlation between these stocks made an overall portfolio of financial company stocks very risky. When the market fell, those fund managers which had overloaded on financial stocks were hit the hardest.

In keeping with this philosophy, we construct a portfolio for a client using funds that represent portions of the market, instead of relying on the ability of individual mutual fund managers to “pick” winning stocks. After discussing the goals for their investments, an asset allocation strategy is developed for each client. The total portfolio is allocated in specific amounts to individual asset classes, such as large company stocks, international stocks, bonds, and so forth. As the market shifts over time, we monitor changes in the asset allocation and rebalance, or adjust, the portfolio as necessary to make sure it continues to reflect the intended strategy.

While adhering to this strategy with the core of the portfolio, we do look for opportunities in less efficient segments of the market, such as emerging markets and small company stocks, where a more active approach makes sense. We also occasionally make tactical shifts in the overall asset allocation when market conditions are appropriate.

Code of Ethics

The NAPFA Fiduciary Oath

The advisor shall exercise his/her best efforts to act in good faith and in the best interests of the client. The advisor shall provide written disclosure to the client prior to the engagement of the advisor, and thereafter throughout the term of the engagement, of any conflicts of interest, which will or reasonably may compromise the impartiality or independence of the advisor. The advisor, or any party in which the advisor has a financial interest, does not receive any compensation or other remuneration that is contingent on any client's purchase or sale of a financial product. The advisor does not receive a fee or other compensation from another party based on the referral of a client or the client's business.

What the Fiduciary Oath means to you - the client


  • I shall always act in good faith and with candor.

  • I shall be proactive in my disclosure of any conflicts of interest that may impact you.

  • I shall not accept any referral fees or compensation that is contingent upon the purchase or sale of a financial product.



The CFP® Code of Ethics and Professional Responsibility

  • Integrity - A CFP® designee shall offer and provide professional services with integrity.

  • Objectivity - A CFP® designee shall be objective in providing professional services to clients.

  • Competence - A CFP® designee shall provide services to clients competently and maintain the necessary knowledge and skill to continue to do so in those areas in which the designee is engaged.

  • Fairness - A CFP® designee shall perform professional services in a matter that is fair and reasonable to clients, principals, partners and employers and shall disclose conflict(s) of interest(s) in providing such services.

  • Confidentiality - A CFP® designee shall not disclose any confidential client information without the specific consent of the client unless in response to proper legal process, to defend against charges of wrongdoing by the CFP® designee or in connection with a civil dispute between the CFP® designee and the client.

  • Professionalism - A CFP® designee's conduct in all matters shall reflect credit upon the profession.

  • Diligence - A CFP® designee shall act diligently in providing professional services.

Code of Ethics
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