A new financial planning and investment advisory firm, Fi3 Financial Advisors, has been launched in Indianapolis.

The new firm, which is based on a fee-for-service model, has been set up in a move to serve wealthy families by targeting on balance sheets besides brokerage accounts.

The new firm will be headed by CEO and managing director, Ivan Hoffman, a certified financial planner and wealth management professional.

Known as Fi3 Financial Advisors, the new firm will serve wealthy families and ultra-high income earners independent, unbiased, comprehensive financial and investment counsel.

With the launch of a new service offering, the firm aims to enhance the client experience along with improving ways of how clients are charged for financial advice.

Hoffman said: "Our preferred service model is based on a client’s net worth, not assets under management. We want our clients to view us as their personal chief financial officer. We want to be a sounding board for any financial decision our clients face.

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"The fee-for-service model based on the size and complexity of a client’s balance sheet is the way of the future. Clients have come to expect more from their advisor.

"We are focused on creating an organization that goes well beyond the traditional bank and brokerage model. There are very few credentialed, professionals providing sound financial guidance that will help clients achieve all that is important to them," he added.