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Your whole financial life, aligned with
‍what you believe .

Formative is a registered investment advisory firm and advisor platform. We manage approximately $1 billion for clients who want their financial lives to reflect what they believe, and we give advisors the investment strategies, technology, and expert team to deliver.

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Who We Are

In 2026, YourStake - the leading technology platform for values-based financial advisors - acquired First Affirmative, a national investment advisor and pioneer in values-based investing. First Affirmative has been a community hub for a national network of values-based financial advisors for nearly four decades.

‍

Now, relaunched as Formative, our mission is to carry forward this legacy and provide a stronger, modern home for clients looking to align their financial life with their values. With our deep technology expertise and team of specialists across investments and financial planning, we build portfolios that reflect what you believe, alongside complete wealth management services to help you handle the complexities of your financial life.

Read George Gay's letter to the community

Our Leadership team

Our leadership team reflects longevity, future-oriented thinking, investment acumen, and a commitment to investing for both purpose and profit.

Theresa Gusman
Chief Investment Officer, Board Member
Kathleen J. Lewis
Chief Compliance Officer
Patrick Reed
Board Member
George R. Gay
Chief Executive Officer
Gabe Rissman
President

Get to know our advisors

Highly qualified, values-aligned advisors in every region of the country. Search by name, focus, location, or browse below.
All
Formative
Network
LGBTQ+
Faith-Specific Communities
Subscription
Retirement
Fee-Only
Comprehensive Planning
Younger Investors
Accessible / All Net-Worth
Business Owners
Animal Welfare & Vegan
Women
Veterans & Military Families
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Formative Advisors

Joe
Pelusi
Esq. (Ret.), CSRIC
Sustainable investing & private markets
Women
Business Owners
Younger Investors
Accessible / All Net-Worth
Pennsylvania
Nationwide
Kimberly
Terry
CFP®, AIF®
Building a sustainable future for the people and causes you love
Fee-Only
Retirement
California
Nationwide
Sarah
Soliman
Holistic planning that uncovers your values, dreams, and needs
Comprehensive Planning
California
Nationwide
Kenneth
Silva-Ballard Jr.
CSRIC®
Faith and values-based investing for business owners in transition
Business Owners
Faith-Specific Communities
Nationwide
Meghan
Lape
CFP®, EA
Socially Responsible Investing & Advanced Tax Planning
Comprehensive Planning
Fee-Only
Women
Veterans & Military Families
LGBTQ+
Colorado
Nationwide
Jim
Horlacher
AIF®
Investing at the intersection of social justice and sustainability
Comprehensive Planning
Fee-Only
Subscription
Kansas
Nationwide

Network Advisors

Russ
Rybicki
AIF®, CRC®, CSRIC
Sound Investment Strategies that Support Your Values
Comprehensive Planning
Retirement
Accessible / All Net-Worth
Illinois
Nationwide
Craig R.
Walker
Series 7, 63, 65, Registered Investment Advisor Representative
Series 7, 63, 65, Registered Investment Advisor Representative
Comprehensive Planning
Subscription
Retirement
Fee-Only
Vermont
Nationwide
Allan
Moskowitz
AIF®, CFP®
Registered Investment Advisor Representative
Fee-Only
California
Nationwide
Krista
Strohoffer
CFP®, AIF®
Accessible / All Net-Worth
Colorado
Nationwide
Christian
Stearns
CFP®
SRI/ESG Consideration
Comprehensive Planning
Fee-Only
Florida
Nationwide
Pamela
Stamper-Brandt
CFP®, AIF®
Fee-Only
Nationwide
Dave & Michelina
Roth
Certified Behavioral Financial Advisor™
For People & Planet, Do Well While Doing Good
Comprehensive Planning
Nationwide
Brenda
Morris
CFP®
Invest. Inspire. Impact.
Animal Welfare & Vegan
Virginia
Nationwide
Joyce
Moore
ChFC™, LUTCF
Comprehensive Planning
Retirement
Pennsylvania
Nationwide
Laura
Isanuk
AIF®, CFS®, CFP®
Comprehensive Planning
Fee-Only
Accessible / All Net-Worth
Colorado
Nationwide
Bill
Holliday
CFP®, AIF®, CSRIC™
We do not accept commissions or sell products. We work only for you, as a fiduciary, to represent your best financial interest with 100% loyalty.
Fee-Only
Comprehensive Planning
Arizona
Nationwide
Andrea
Hamilton
CFP™
Comprehensive Financial Planning and investment management targeted at "Professional Women in Prime Time" working women in their peak career years, with retirement in their future sights. I offer a full range of investment options, with an emphasis on Environment, Social and Governance (ESG) or Sustainable Responsible Investment (SRI) allocation strategies.
Comprehensive Planning
Fee-Only
Women
California
Nationwide
Jim
Frazin
CFP®, AIF®
Financial Planner and Principal
Fee-Only
Business Owners
California
Nationwide
Scott
Buttfield
CFP®, AIF®
Scott Buttfield is a 30-year veteran of the financial services industry who helps socially conscious clients make sense of their financial affairs and use their wealth to make a positive difference in the world.
Comprehensive Planning
Fee-Only
New Jersey
Nationwide
James
Brewer
MBA, MS, CFP®, AIF®, PPC®, CRPC™, CFSLA, Financial Life Architect, Investment News ESG/Responsible Investing Advisor of the Year, Winner 2025
Empowering values honoring, smarter money moves
Comprehensive Planning
Fee-Only
Retirement
Subscription
Illinois
Nationwide
Harry
Moran
CFP®, AIF®
Helping Socially Conscious Investors Define & Achieve Their Highest Goals
Comprehensive Planning
Fee-Only
Retirement
New York
Nationwide
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Start your journey with Formative

Connect with a Formative advisor who can help you achieve what matters most to you.

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DBA of First Affirmative Financial Network, LLC
Registered Investment Advisor | SEC# 801-56587
Colorado Springs, CO
Certified B Corporation
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