Martin Watkins (BA, CFP®)

Martin Watkins focuses in the
following client markets or areas of practice:

Business Owners

Charitable Giving

College/Education Planning

Estate & Generational Planning Issues

High Net Worth Client Needs

Investment Advice with Ongoing Management

Planning Specialties

We assist clients in every stage of retirement preparation and distribution planning. We build client wealth and effectively guide wealth distribution during retirement years. This includes helping clients determine when they can retire, the financial assets required to sustain an enjoyable retirement, and planning for family or other wealth distributions at life’s end. We offer personal and corporate retirement services, including profit sharing, 401(k), pensions, SEP, and a full range of other available options.

Planning now for your estate not only allows you to avoid unnecessary taxes, attorney fees, and court costs, but it also takes the burden of organizing your estate off the shoulders of your loved ones.

Even the best-laid plans can go awry. A well-balanced insurance plan makes sure you are covering your assets without buying more insurance than you need. We don’t sell insurance even though we have insurance licenses. We do take an independent and objective look at your insurance to make sure your policies are effectively protecting you and your assets. If you need additional coverage, we can recommend qualified people with integrity who can help you purchase an appropriate policy.

Investment and retirement planning go hand in hand. Investment planning is the means by which successful retirement is possible. Our independence makes the entire universe of investments available to clients, but our prudence reduces the options to only the best we can find. We don’t speculate in private placements or other alternative investments. We use only highly available, registered funds from investment companies whose philosophies match our passion for premium performance. As your wealth increases, tax planning becomes more sophisticated. We are specialists in reducing taxes. We don’t prepare your tax return, but we do give it a second look to make sure that you are minimizing your tax burden.

Additional Information

Martin Watkins has been advising individuals and organizations on their finances for more than twenty years. In 1993, Marty co-founded Utah Medical Association Financial Services and served as the Chief Operating Officer and adviser. He grew the practice from its inception until he was advising over 400 clients, with $625 million under advisement and $300 million under management.

In 2006, Marty founded his personal practice, Association Financial Services, and within two years he had established a financial services unit with the Idaho Medical Association and our Utah branch, TrueNorth Wealth. Over the past seven years he has built AFS and currently manages over $330 million in client assets.

Marty played an essential role in the development of the Utah 529 Education Savings Plan (“UESP”) investment options, a plan which won the Morningstar Gold Rating for educational savings plans, and currently maintains an advisory role with UESP, which includes managing assets of over $7 Billion.

Marty is the primary financial advisor at AFS and is a Certified Financial Planner®. He graduated with a B.A. in History from Brigham Young University. He loves mountain biking, enjoying the outdoors, and spending time with his wife and two sons.