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Henssler Financial Review

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Henssler Financial

Henssler Financial

Henssler Financial is the umbrella name for G.W. Henssler & Associates, Ltd.; Henssler Asset Management; DiLuzio & Henssler, Inc.; Henssler CPAs and Advisers, LLC; Henssler Norton  Insurance, LLC; Henssler Insurance, LLC and Henssler Small Business Services. 

Led by finance professor and radio talk show host “Dr. Gene” Henssler, the firm manages nearly $1.6 billion in assets on both discretionary and non-discretionary bases. Headquarters are in Kennesaw, Georgia, and a branch office is in Atlanta

Henssler Financial Background

Though Henssler founded the firm In 1987, it wasn’t until 1991 that he took on his first “managed client.” In the beginning, the Kennesaw State University professor was only designing financial plans for callers into his radio talk show who asked him for help - both the consulting work and radio show were side gigs. A few years later, when he saw that clients were having trouble implementing the plans, he hired a person to help them. 

Henssler at last found a way to manage clients’ assets in 1991, when Charles Schwab & Co., Inc. started offering a program where it would be the custodian of assets for financial advisors, now called Schwab Institutional. Today, the firm employs 75 people, including 23 advisors. Henssler is the majority owner and is still delivering his no-nonsense advice on Saturdays, from 10 to 11 a.m., on Talk 920 WGKA Atlanta.

What Types of Clients Does Henssler Financial Accept?

Henssler Financial works with roughly 1,000 individuals who are and aren’t high net worth. It also serves corporate pension and profit-sharing plans, charitable institutions, foundations, endowments, trust accounts and other U.S. and international institutions. Additionally, the Henssler Asset Management arm provides advisory services to municipalities and a registered mutual fund.

Henssler Financial Minimum Account Sizes

Instead of requiring investment minimums, Henssler Financial has annual fee minimums, which may not make economic sense at lower investment levels. That said, its automated platform for investing in exchange-traded funds (ETFs) does have a minimum investment of $5,000.

Services Offered by Henssler Financial

Henssler Financial provides comprehensive financial planning, targeted analysis of a client’s financial position, service as a separate account manager, automated asset management and basic investment advice. Its investment advice can be performed on a discretionary or non-discretionary basis.

Additionally, through its affiliates, the firm can help with insurance, tax and accounting needs.

Henssler Financial Investing Philosophy

Henssler Financial bases its asset allocation on what it calls the “10 Year Rule.” To boot, the firm believes that “any money a client needs within 10 years should be invested in fixed income securities, and any money not needed within 10 years should be invested in high-quality, individual common stocks or mutual funds that invest in common stocks.”

To determine liquidity needs (or how much should be in bonds and cash equivalents), the firm runs several cash flow projections using client savings goals, desired future spending and expected retirement date. Henssler Financial will then recommend fixed income securities with maturity dates and amounts that correspond to these needs, with one year’s worth of expenses going into a money market fund or other cash equivalent. It will recommend stocks and mutual funds that meet its guidelines for the rest of a client’s portfolio.

Fees Under Henssler Financial

Like most investment advisor firms, Henssler Financial collects management fees based on a percentage of the client’s assets under management (AUM). It’s notable, though, that the first thing the firm says about its fees in its brochure is that they are negotiable. 

That said, it lists the annual fee for the Henssler Automated Investment Management program as 0.5% of client AUM, with a minimum $5,000 investment. Here are the tiered fee schedules for its other discretionary programs:

Asset Management with ETFs and Mutual Funds
(Minimum Fee: $3,000)
AUM Annual Fee
First $1 million 0.75%
Next $2 million 0.65%
Next $2 million 0.50% 
$5 million and more Negotiable


Asset Management with Individual Stocks 
(Minimum Fee: $5,000) 
AUM Annual Fee
First $1 million 1.00%
Next $2 million 0.85%
Next $2 million 0.65% 
$5 million and more Negotiable 


Traditional Management with Individual Stocks 
(Minimum Fee:  $12,000)
AUM Annual Fee
First $1 million 1.25%
Next $1 million 1.00%  
Next $1 million 0.90%  
Next $2 million 0.75%  
$5 million and more Negotiable  


Wealth Management with Individual Stocks
(Minimum Fee:  $25,000)
AUM Annual Fee
First $1 million 1.25%
Next $1 million 1.00%
Next $1 million 0.90%  
Next $2 million 0.75%  
$5 million and more Negotiable 

Henssler Financial Awards and Recognition

In 2018, Atlanta Magazine named five Henssler Financial advisors - William Lako, Jr., Jennifer Thomas, James Barker, Adam Ledbetter  and Shawna Theriault - to its Five Star Wealth Manager list for Atlanta.

What to Watch Out For

While financial advisors work on a fee-basis, those who are also brokers or insurance agents receive commissions in their separate capacities, which can present a conflict of interest. That said, as fiduciaries, they are legally bound to work in your best interests.


Henssler Financial had no legal or disciplinary actions in the past 10 years to disclose in its most recent SEC filings.

Opening an Account With Henssler Financial

To contact Henssler Financial, call headquarters at 770-429-9166 or its Atlanta office at 770-668-9000. 

Where Is Henssler Financial Located?

Headquarters are located at 3735 Cherokee Street, NW, Kennesaw, Georgia 30144.

The branch office is at 5565 Glenridge Connector, Suite 200, Atlanta, Georgia 30342.

All information was accurate as of the writing of this article. 

Tips for Finding a Financial Advisor 

  • Ask how advisor candidates get paid. Those whose only compensation is the fees they collect from you will likely have fewer conflicts of interests than those who also receive commissions. That said, if any advisors say they are fiduciaries, that means they will work in your best interests.
  • Use SmartAsset’s financial advisor matching tool. Simply answer questions about your financial situation and preferences, and the program will match you with up to three suitable advisors in your area.

How Many Years $1 Million Lasts in Retirement

SmartAsset's interactive map highlights places where $1 million will last the longest in retirement. Zoom between states and the national map to see the top spots in each region. Also, scroll over any city to learn about the cost of living in retirement for that location.

Rank City Housing Expenses Food Expenses Healthcare Expenses Utilities Expenses Transportation Expenses

Methodology To determine how long a $1 million nest egg would cover retirement costs in cities across America, we analyzed data on average expenditures for seniors, cost of living and investment returns.

First, we looked at data from the Bureau of Labor Statistics (BLS) on the average annual expenditures of seniors. We then applied cost of living data from the Council for Community and Economic Research to adjust those national average spending levels based on the costs of each expense category (housing, food, healthcare, utilities, transportation and other) in each city. Using this data, SmartAsset calculated the average cost of living for retirees in the largest U.S. cities.

We assumed the $1 million would grow at a real return (interest minus inflation) of 2%. This reflects the typical return on a conservative investment portfolio. Then, we divided $1 million by the sum of each of those annual numbers to determine how long $1 million would cover retirement expenses in each of the cities in our study. Cities where $1 million lasted the longest ranked the highest in the study.

Sources: Bureau of Labor Statistics (BLS), Council for Community and Economic Research