Tru Independence Asset Management

Tru Independence Asset Management

Founded in 2020 and headquartered in Portland, Oregon, Tru Independence Asset Management operates as a registered investment adviser offering both discretionary and non-discretionary investment management alongside financial planning and consulting services. The firm was established to serve a client base that demands integrated wealth counsel — combining asset allocation, manager selection, and personal financial planning within a single fiduciary relationship. Its launch timing, early in the pandemic cycle, placed it in front of a wave of households reassessing advisor relationships and seeking more holistic service models. The firm's investment approach spans a mix of individually managed accounts and external manager strategies, with an emphasis on tax-aware portfolio construction for taxable investors. Tru Independence builds portfolios across equities, fixed income, alternatives, and cash-equivalent instruments, deploying through a combination of direct security selection and third-party fund vehicles. The advisory book leans toward comprehensive wealth management rather than standalone asset management, with financial planning — cash flow modeling, retirement projections, estate coordination — functioning as the entry point for the investment relationship. Geographic focus centers on the Pacific Northwest, with particular depth in Oregon and Washington's high-net-worth communities. Tru Independence has maintained a deliberately lean organizational structure since inception. Public records indicate the firm operates from its single Portland office, with professional headcount and total assets under management not publicly disclosed. In May 2024, the firm filed its annual Form ADV amendment reflecting continued operations under its existing regulatory umbrella without material structural changes. The firm's structural distinction lies in its timing and independence: launched as a new entity rather than a breakaway team from an established wirehouse, Tru Independence had no legacy book to defend and no inherited conflicts to unwind. That blank-slate positioning allowed it to design a compliance infrastructure around a flat-fee, planning-integrated model from day one — a posture that distinguishes it from larger roll-up RIAs retrofitting planning onto their existing asset-gathering engines.