# Forward Investment Advisors

Forward Investment Advisors is a Bank / Wealth / Trust based in Madison, United States.

## Overview

- **Organization type:** Bank / Wealth / Trust
- **Headquarters:** Madison, United States
- **Region:** North America
- **Address:** 702 N High Point Road, Suite 202, Madison, WI 53717, United States
- **Founded:** 1993
- **Assets under management:** Undisclosed
- **Website:** forwardinvestmentadvisors.com
- **LinkedIn:** https://www.linkedin.com/company/forward-investment-advisors

## Regulatory record

- **CRD number:** 106143
- **SEC file number:** 801-45584
- **Registration status:** Registered
- **Reports private funds:** No
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/106143

## About

Forward Investment Advisors was founded in 1993 in Madison, Wisconsin, by G. Jones, who continues to serve as president. The firm operates as a registered investment adviser providing fee-based financial planning and portfolio management to individuals, high-net-worth families, and corporate clients. Its approach is built on an initial personalized consultation, followed by a customized allocation derived from that planning process. The firm's stated investment strategy spans the full asset-class spectrum, including cash equivalents, bonds, and equities across large-, small-, growth-, and value-oriented mandates. It implements these through no-load mutual funds, exchange-traded funds, individual stocks, and bonds. Sector exposure disclosed on the firm's own site includes healthcare, technology, energy, finance, and consumer staples. Client portfolios are constructed to balance targeted style, concentration, and time-horizon tilts, with the firm emphasizing diversification to limit overexposure. Forward Investment Advisors has operated for more than 30 years from a single office at 702 North High Point Road in Madison. Public information on total assets, team size, or capital deployed is not available. The firm enumerates only three team members: President G. Jones, an efficiency expert M. Jones, and an unnamed executive assistant. No adjacent vehicles — such as affiliated foundations, alternative-investment arms, or institutional co-investment clubs — are documented. What distinguishes the firm architecturally is its construction as a lean advisory practice explicitly designed to make asset-allocation decisions the byproduct of individualized financial planning. Rather than impose model portfolios, Forward Investment Advisors anchors each client's exposure to a documented set of personal goals, then selects securities tied to that plan. This sequencing — planning before product — remains the central structural posture, though succession arrangements beyond the founding president are not publicly detailed.

## Sectors

- Healthcare Services
- Technology
- Energy Transition & Renewables
- Financial Services
- Consumer Staples

## People

- G. Jones — President
- M. Jones — Efficiency Expert

## Questions

### What asset classes does Forward Investment Advisors typically use in client portfolios?

The firm states it invests across all asset classes — cash, bonds, and equities spanning large-cap, small-cap, growth, and value styles. Implementation uses no-load mutual funds, exchange-traded funds, individual stocks, and individual bonds. Public materials name healthcare, technology, energy, finance, and consumer staples as sectors covered.

### How does Forward Investment Advisors construct client portfolios?

Portfolios are built from an initial personalized financial-planning meeting. That plan determines the asset allocation, and the firm then selects individual securities — including ETFs, mutual funds, stocks, and bonds — each chosen for a specific style, concentration, or time-horizon role. The firm emphasizes diversification as the mechanism for limiting overexposure.

### What is Forward Investment Advisors' stated posture on transparency and fees?

The firm's site says clients receive a quarterly report detailing investment performance and an invoice that shows the fee and how it is calculated. The firm describes its model as fee-based and goal-oriented, with recommendations presented as customized rather than off-the-shelf. No ADV filing or hard dollar fee schedule is published on the website beyond those representations.

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Last updated: 2026-06-03T20:00:00.000Z

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