APPENDIX B: SAMPLE LETTERS

Below is a series of letters that other sellers and buyers have successfully used to inform clients of the transition planning
process. A transition or announcement letter is typically prepared by the seller since they know the clients best, but with
input and final approval by the buyer. Because such a letter will be sent shortly after closing, it can and should be
prepared in advance. Depending on the circumstances of the transition and the size and diversity of the client base, more
than one version or style of letter may be appropriate.

Each letter in this section should be personalized by the seller; it should not look like a form letter. Professionally merge-
print each letter so that each client is addressed individually. It is always a good idea to call the client before sending a
transition or announcement letter. Calling clients before sending a letter takes extra time, but you will get much better
results in return for the extra time and effort. (These calls should be tightly scripted to ensure that the proper message is
delivered clearly and succinctly, and so that you can speak to all clients in a relatively short period of time.)

IMPORTANT INFORMATION

This is for informational purposes only, is not a solicitation, and should not be considered investment or tax advice. This information has been drawn
from sources believed to be reliable, but its accuracy is not guaranteed, and is subject to change.

Investing involves risk, including the possible loss of principal. Past performance does not guarantee future results.

AssetMark, Inc. is an investment adviser registered with the Securities and Exchange Commission. AssetMark and third-party strategists and
service providers are separate and unaffiliated companies.
©2019 AssetMark, Inc. All rights reserved.

M19-24649 | 10/2019 | EXP 10/31/2020

For financial advisor use only.

SAMPLE CLIENT LETTER #1 - ANNOUNCING SALE TO A THIRD-PARTY BUYER

Dear Client,

I want to express my sincere appreciation for our past relationship in serving your financial needs. The financial services
industry has significantly changed in recent years, adding new rules, regulations, and compliance procedures on firms like
Firm Name. These continuing changes, along with the increasing complexity of the industry, make it difficult to continue
providing you with the level of service you have come to expect and deserve in the handling of your financial affairs.

Over the past year or so, I have struggled to find a solution to these challenges that best addresses your needs. To that end,
I have undergone an extensive and time-consuming search in finding a financial advisor who will be able to seamlessly
replicate and enhance the care and dedication that my team has provided you with in the past. Our main criteria in
selecting a capable and professional advisory firm to assist you was based on investment philosophy, commitment to
service, integrity, and maintaining Broker-Dealer / Custodian as custodian of your assets.

After extensively interviewing over forty financial advisors, I determined that a partnership with Bob Buyer will help
ensure that you continue to get the service and competent advice you deserve. Bob Buyer is an independent registered
investment advisor and owner of New Advisory Firm Name. He/she has achieved the designations of Certified Financial
Planner® and Chartered Mutual Fund Counselor and has over XX years of industry experience. In addition, he/she
graduated from University with a graduate certificate in financial planning.

Bob Buyer devotes a considerable amount of time to continuing education and studies on advanced wealth management
strategies. He is an active member of the Financial Planning Association (FPA) and the National Association of Personal
Financial Advisors (NAPFA). Bob has been published in the local newspaper on numerous occasions and has been
recognized by the CFP® Board of Standards for his volunteer work within our community. Understand that while Bob
will be responsible for managing your future financial needs, he and I will be “joined at the hip” during our partnership
and will collaborate closely to ensure you get the service you deserve. While this has been a very difficult decision, I feel
that it is the best path to assure the highest level of continuing quality and service for your financial needs now, and well
into the future.

What you can expect next: I will be contacting you to personally introduce Bob and to coordinate a meeting between the
three of us at our office or by conference call, whichever is most convenient for your schedule. If you would like to
contact Bob directly, please feel free to call him at my office at (555) 555-5555.

Doing what is in the best interest of my clients has always been and will continue to be paramount in my practice. I deeply
appreciate the trust and confidence you have placed in me and I am confident that you will come to place that same level
of trust and confidence in Bob as well. Please know that both Bob and I are passionately committed to the welfare and
success of your financial goals and peace of mind. Please feel free to call me should you have any questions or concerns.

Sincerely,
Sal Seller
SAMPLE CLIENT LETTER #2 - ANNOUNCING SALE TO A THIRD-PARTY BUYER

Dear Client,

For financial advisor use only.

Let me begin by saying how wonderful it has been to be able to work with you to help you reach your financial goals.
Over the past 12 years, I have met many wonderful people and feel fortunate to have been able to help them meet their
financial goals.

In the past few years, many of you have asked me about my own goals, including that of retirement. Let me answer by
saying that I have started a gradual and professional transition period by training and mentoring my eventual replacement,
Bob Buyer. We are now entering a new phase of this transition with the formal introduction of our clients to Bob Buyer.
You will see his/her name appear on your next statements. Our wonderful office staff headed by __________, Office
Manager, will continue without interruption.

Bob Buyer has an outstanding list of qualifications and credentials to serve you, including (list designations, degrees), and
has over XX years of financial experience. He/She is well trained to give you the kind of service you are accustomed to
receiving and maybe even some new ideas as we all struggle to cope with the uncertainties on the horizon. Bob Buyer is
strongly committed to the financial planning process and will do the necessary work needed to help you reach and
maintain your financial goals.

Both of us have worked hard to make sure you will be in good hands after I leave. Bob Buyer will use the same team
approach that I have over the years and I am sure you will enjoy and profit from his/her expertise. I would consider it your
continuing faith in the work I have done for you over the years to accept Bob Buyer and his/her team. After the transition
is completed, it will be time for me to join many of you in retirement. I am looking forward to long-postponed travels and
pursuing some new hobbies and expect cross paths with many of you while doing so.

I will announce a Client Appreciation Party in the fall and look forward to seeing you there. As they say, old financial
planners don’t die, they just slowly fade away. If you have any questions, please give either Bob Buyer or me a call.

Sincerely,

Sal Seller

For financial advisor use only.

SAMPLE CLIENT LETTER #3 -
ANNOUNCING SALE TO A THIRD-PARTY BUYER (WITH B/D CHANGE)

Dear Client,

I hope this letter finds you enjoying your summer. As I recently shared with you, as part of my commitment to provide
you with the most outstanding independent financial services, I have decided to change my Broker/Dealer affiliation from
Broker-Dealer / Custodian 1 to Broker-Dealer / Custodian 2. This affiliation with Broker-Dealer / Custodian 2 allows us
to incorporate state-of-the-art technology and reporting systems that will enable us to provide you with the most timely
advice and research and will allow us to expand our services to you – something that we think is critically important in
this day and age.

I’m also delighted to announce that I have a new associate, Buyer’s Name, CFP™, MBA. For the past three years I have
been searching for a Certified Financial Planner™ like Bob Buyer with the experience and expertise (and personality) to
provide you with the highest level of service and enable me to focus more of my time on strategic planning and
investment research. Bob Buyer has been providing financial advice and services since 19YY. Many of you have asked
me about my retirement plans and who will take care of your financial advisory needs in the future – this is my solution,
though I intend to stick around for a while longer. I very much look forward to introducing Bob Buyer to you at our next
meeting.

In order to complete the transition to our new broker-dealer, I have enclosed forms for you to review and sign. Please
overnight all of the signed documents in the enclosed envelope and feel free to contact me or any member of my staff with
any questions.

Sincerely,

Sal Seller
Enclosures

For financial advisor use only.

SAMPLE CLIENT LETTER #4
ANNOUNCING SALE TO A THIRD-PARTY BUYER (WITH B/D CHANGE)

Dear Client,

After considerable research over the past six months, I have made two decisions that are important to the way that we will
provide service to you, our valued client, in the future. I have put a lot of thought into the amount of time and the level of
dedication required to ensure that your long-term financial goals are met, and I think you will find that these are necessary
steps to that end.

First, I have decided to change the company which handles our brokerage business to Broker-Dealer / Custodian. To
accomplish this, I will ask that you transfer your account to this new broker-dealer so that we can continue to offer
uninterrupted service to you. To facilitate the transfer, I have included new account forms that require your signature. I
assure you that there are no costs to you for this move, and your assets will be transferred exactly as they are invested
now. I am making this change primarily because I believe your needs will be better served in many important aspects with
this new broker/dealer and in my ability to add a new dimension to my business, as explained below.

As a sole practitioner, I have long been concerned about the continuity of financial management services for you and your
family if something should happen to me, or when I retire. Prudence dictates the wisdom of having additional experienced
and competent advisors in place to serve your needs and those of your children and grandchildren. Therefore, when I
move to Broker-Dealer / Custodian, I will also be merging my practice into Buyer’s Firm Name. As I grow older and get
closer to retirement, I wanted to find someone who impressed me as an intelligent, principled, caring advisor – someone
highly qualified to work with my clients. After numerous discussions with Bob Buyer, I believe he/she and his/her
colleagues share an approach very similar to mine in financial planning and investment management. Bob Buyer has
earned a degree in ___________from (College),and has been advising clients in financial matters for the past ____ years.

Happily, my capable Administrative Assistant, Ann, will be joining Bob Buyer and me at Buyer’s Firm Name. Together,
we are committed to making this transition as client-friendly as possible and we intend that this adjustment to our business
model will ensure our ability to deliver services to you, without interruption, for generations to come.

My affiliation with Broker-Dealer / Custodian and Buyer’s Firm Name will officially begin on Date.To provide a smooth
transfer of accounts, please complete the enclosed forms so we can continue to deliver the services we have provided you
over the years. I will remain at the address on the letterhead through Date, available to assist you in making this transition.
After that date, I will be reached at the (555) 555-5555.

Please feel free to call me or Ann Assistant to help you complete your forms, or to answer your questions. I look forward
to our continued relationship, and to helping you achieve your financial goals.

Sincerely,

Sal Seller

For financial advisor use only.

SAMPLE CLIENT LETTER #5 - ANNOUNCING AN INTERNAL SALE

Dear Client,

I am writing to you to tell you how much I have enjoyed our relationship both as a friend and as a joint advisor with John,
my business partner, providing financial planning and investment management services to you and your family.
Throughout the twenty years that I have worked as a financial advisor, I have been striving to always expand my
knowledge in order to give my clients the best possible advice. Financial coaching is a new niche in the financial services
industry, and the more I learn about it, the more passionate I feel about helping people with their money and financial
goals is this new and exciting way. To that end, I am going to be decreasing my time in the office to be pursuing a new
career as a financial coach.

I look forward to our continued relationship and am confident that John will continue to be an incredible advisor. John has
always done an excellent job in keeping on top of the financial needs of our clients. He/She is an amazing financial
professional. Because of John’s keen eye and diligence regarding the financial landscape, I am confident that your
financial needs will be served extremely well by your continued work with our firm.

Please know that the years of working with you have been an extreme pleasure, and I will continue to value your
friendship. While there will be a change in the advisor relationship, I will continue to feel a great sense of pride about our
work together and in my ability to continue to call you a friend.

Sincerely,

Sal Seller

For financial advisor use only.

SAMPLE CLIENT LETTER #6 - RIA NEGATIVE CONSENT LETTER

Dear Client,

As my practice as grown over the years, I started to set important goals for myself. One of those goals, a very important
one to be sure, was to have a succession plan in place by the time I turned 65. That momentous event occurred this past
August and so now is the time to share my plans with you.

In a financial planning practice such as ours, the death or disability of the principal planner has great significance, not
only to the family of that person, but also to all of the clients who have relied professionally on that person. So, even
though I am in good health and plan on continuing as an active financial planner, I want to make sure that, regardless of
what lies ahead, your financial needs and goals will not be affected or interrupted.

As I mentioned during our recent call, on Date, New Advisor and I signed an agreement for him/her to become the owner
of Firm effective on Date. I will remain active in the business and continue to work with you and my other clients, but the
primary contact will be with New Advisor. I will be working hard, behind the scenes, to make sure that your needs are
fully addressed, and that New Advisor understands the goals that we have been working towards and with which you have
entrusted our firm.

I would have more difficulty making this announcement and taking this step if I did not have supreme confidence in New
Advisor, who shares my passion for financial planning and penchant for customer service. We both believe that making
your quality of life as rewarding as possible is of equal importance to recommending appropriate investments.

Unless I hear differently from you before Date, your account will be transferred to New Advisor. We wanted to let you
know about our plans now so that you receive this news directly from us rather than secondhand. We believe this is an
important and necessary step to help you plan for your future as I plan for mine. If you have any questions, please call us
at (555) 555-5555.

Sincerely,

Sal Seller

For financial advisor use only.

SAMPLE CLIENT LETTER #7 - MERGER ANNOUNCEMENT LETTER

Dear Client,

On behalf of everyone at Collective Financial Group, I am pleased to share with you an exciting development resulting
from many hours of careful deliberation by all of us at the firm. As you know, we take great pride in providing you with
excellence committed in professionalism and personal attention. We strive to remain vigilant in our search for better
market intelligence, planning ideas, and sound advice in our ever-changing and complex world. We believe that, to remain
committed to the promises made to you, we also need to endeavor to grow our strategic scale that would afford us the
ability to strengthen those promises and to help you achieve your goals.

For these reasons, we have identified and chosen New Advisory Firm Name as our strategic partner to share resources;
organizationally speaking, we will begin taking steps to merge the two operations over the course of next several months.
New Advisory Firm Name, like CFG, is an SEC-registered, fee-only investment advisor whose founding principles
closely parallel our beliefs. The evidence of natural synergies and commonalities also allow for the obvious sharing of
intelligence and cost.

Currently, New Advisory Firm Name has approximately 25 employees with offices in Atlanta, Beverly Hills, Chicago,
San Antonio, and Orlando. Their offices are typically managed by a group of seasoned investment professionals who are
accredited with professional designations such as Chartered Financial Analyst (CFA), Certified Financial Planner (CFP),
and Certified Public Accountant (CPA), much like our office. They are disciplined financial professionals who we believe
will support and enhance our integrated wealth management service offerings.

There will be no changes made to the process and manner in which we deliver our services. All of our support staff will
continue to perform as they always have and will remain vital to the growth of our business. We look forward to
continuing our work for you without interruption, and at an even higher level than you’ve enjoyed in the past.

Sincerely,

Sal Seller

For financial advisor use only.

CLIENT PHONE SCRIPT OUTLINE

What does this mean to you?

 What are the main changes you will see?
 I will continue to be involved but will now be able to provide you more services and a higher level of continuity.
 We will need to transfer your accounts from _______________ to ________________.
˗ You should start to expect paperwork in the mail; if you have questions, call me.
 Planning Process will stay the same.
˗ Regular meetings
˗ Checklist (show original list of criteria and how New Firm matches)
 You will have an opportunity to meet John Advisor at our next meeting. I will send you a copy of his/her bio; you
will see why I have chosen to bring him/her into my firm.
 I will be sending you a letter with more information.

What will my relationship with you be?

 I have developed a plan to make sure you will be comfortable and secure.
˗ Next six months: Full time. Regular meetings. I will involve John Advisor in some of these meetings for
their added expertise.
˗ For the next year: You can contact me any time. Here is my cell phone number and personal e-mail
account. I will be working closely with John.
˗ After that, I expect to be _______________________.
˗ But for the next XX years, if you have any problem or any emergency and you want my assistance, John
or any New Firm employee can reach me.

Who is your planner?

 No change for the next 6 months – I will continue to work with John Advisor as a part of your planning team.
 After that, your key contact will be John Advisor. Note: John is handling my personal financial planning, so
you can see how much confidence I have in him/her and in New Firm.
 Remember, I am available to you through New Firm for the next year(s).

Why did I do this?

 Three reasons:
˗ The company has grown (or needs to grow).
˗ We built a great planning process.
 I didn’t want to abandon the process.
 I found a firm with more depth, not just one person, that will support that process and be able to
deliver it for generations to come.
˗ It is time for me personally to pursue some other interests (or retire).

When did I decide this? Why?

 I’m turning XX years old this year.
 I’ve done a good job with my own financial planning and I can afford to make a change.
 I really like doing ___________ and have always hoped to have an opportunity to spend more time doing it.
 I recently discovered an opportunity to pursue this hobby/opportunity because of my new partners.

For financial advisor use only.

  I’m doing what I’ve been telling you to do – develop and implement a plan for the next phase of your life.

Who is New Firm?

 Provide background information on buyer (see Client Meeting Outline for more information on communicating
this).
 More important is that I am having John Advisor and New Firm do my personal financial planning and
investment management. I have a lot of confidence in them.

Why shouldn’t you find someone else?

 New Firm will maintain the financial planning process I’ve developed, based on the standards of the Board of
Certified Financial Planners.
 There are not a lot of firms in Our City that do what I do for you, in the same manner that I do it, for this cost. I
know of only a handful, and after extensive research and due diligence, I feel there is a great fit and opportunity to
provide a solution that can continue to serve you and your family for many generations to come.
 I’ve done a good job of training my staff, which plans to remain on board during and after this transition.
 I am still here for the next XX months.
 Over the past XX years, you’ve trusted me to help you with your financial decisions. Now, I’m asking you to give
New Firm at least one year to prove themselves to you.

For financial advisor use only.

CLIENT MEETING OUTLINE

 Things we’d like to discuss with you today:

˗ Why did I decide to merge with New Firm (my thought process)?
˗ Who is New Firm?
˗ What does this mean for you specifically? (This is most important.)
˗ What are my plans for the future?

Why did I decide to merge with New Firm (my thought process)?:
 As you know, I have always focused on planning for the future, setting goals, and having a step by step
implementation plan, for you and all my clients. I am excited to say I practice what I preach.
 For the last 5 years, or so, I’ve been thinking about the direction of my firm, our growth, our ability to keep up
with the growing complexity in this industry, and, specifically, how I could continue to provide you and your
family with the financial advice you need, even as I consider working a little less and pursuing other things of
importance in my life.
 I do not enjoy being an administrator – running the operations of a business and managing people. I am a very
good planner, a good teacher, and a good communicator. Being a business manager and growing a firm of this
size is not one of my strengths. This left me with two choices:
˗ I could keep running the firm with just myself and limit the services and support I offer; or
˗ I could find partners who excel at these things and integrate them into the process. I decided this was the
better choice for my clients, my staff, and for me - to bring in the next generation and expand the business
to move beyond me and my abilities.

Who is [New Advisory Name]?

 I created a criteria list for what I believe would be the ideal firm to continue what I started and to take care of my
clients with the same integrity and diligence that I have for the past X years. (Show Criteria List).
 I identified _ firms, eliminated _ as not good enough, investigated _ in depth, and personally interviewed the best
three. New Firm came out on top.
 New Firm is a nationally recognized wealth management firm with offices in City 1, City 2 and City 3. They are
going to combine their office into our location, so you can keep visiting with us at this same location, and you can
call the same number you’ve always called for advice and service.
˗ Buyer speaks about New Firm.
˗ Buyer provides handouts/brochure/additional information.
 The last few years in particular has taught me that navigating through these financial times requires large amounts
of time and knowledge and having a team like New Firm will help all of my clients – simply put, I consider this
an essential step in our work for you.

How does this affect you specifically?

 So how does this affect you? I wanted to ask that question because I expect that is probably what you’re thinking.
˗ The only major change initially is that we are going to transfer your accounts from Broker-Dealer 1 to
Broker-Dealer 2.
˗ This is going to be bothersome as far as paperwork is concerned, new passwords, new statements, check
requests, etc., but is an important part of the process to ensure long-term service, benefits, and support.
 We have filled out most of the paperwork to complete the transfers.
For financial advisor use only.
  However, we will have a new, consolidated statement covering all your accounts – including, if you wish, any
401k or bank accounts – that we will send you every month. (Show sample statement.)
 Just like with Broker-Dealer, New Firm only maintains trading authority for your accounts (with your permission)
and cannot move or transfer any of your assets without your permission.
 My staff will remain with New Firm and I will continue working full-time for the next X months to assist with the
transition and, more importantly, make sure everything I know about each of my clients is shared with the new
team.
 In addition, we will be collaborating over the next X years, so you should see very little change, just a bigger,
stronger team to help you. I have a X year consulting contract with New Firm to help in any way I can for all of
my clients.

What are my plans for the future? What motivated this decision?
 I have always wanted to _________________________.
 As I began considering the future of this firm and your needs, and I found New Firm, I realized I would be able to
have this opportunity while continuing to make sure my clients received the highest level of service. In March of
this year, I found that I have some opportunities to do so. It is what I want to.

For financial advisor use only.