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SECURITY FIRST FINANCIAL
Legal name: SECURITY FIRST FINANCIAL INC.
CRD 122408File 801-79680
APPROVED
Retail clients
Custody
Filing as of Mar 17, 2026
Feed vintage Oct 1, 2026
Regulatory AUM
$299.5M
Below cohort median (national)
Discretionary AUM
$299.5M
Clients
640
1,680 accounts
Employees
2
Below cohort median in MI
Identity & registration
ADV Item 1- Organization form
- Corporation
- Firm type
- Registered
- SEC region
- CHRO
- Registration date
- May 23, 2014
- Principal office
- 6012 S. LINDEN ROAD, SUITE 10, SWARTZ CREEK, MI, 48473
- Phone
- 810-655-2129
- Website
- HTTP://WWW.MARKHERHOLD.COM
Assets & accounts
ADV Item 5F- Total regulatory AUM
- $299.5M
- Discretionary AUM
- $299.5M
- Non-discretionary AUM
- $0
- Discretionary accounts
- 1,680
- Non-discretionary accounts
- 0
- Total accounts
- 1,680
- AUM per client
- $468K
Clients by type
ADV Item 5D| Client type | Clients | AUM |
|---|---|---|
| Other | 1 | $122K |
| High net worth individuals | 67 | $106.4M |
| Individuals (other than high net worth individuals) | 572 | $193.0M |
Compensation & activities
ADV Items 5E, 5GCompensation
- A percentage of assets under your management
Advisory activities
- Portfolio management for individuals and/or small businesses
Custody
ADV Item 9- Firm Custody Cash
- No
- Firm Custody Assets
- No
- Firm Custody Clients
- Yes
- Firm Custody Securities
- Yes
- Related Person Custody Cash
- Yes
- Related Person Custody Assets
- No
- Related Person Custody Clients
- No
- Related Person Custody Securities
- No
Disclosure events
ADV Item 11This firm answered no to every Item 11 disclosure question in this filing.
Filed changes
| Date | Field | From | To | Change |
|---|---|---|---|---|
| Mar 1, 2026 | Employees | 1 | 2 | increased by1 |
| Mar 1, 2026 | Clients | 620 | 640 | increased by20 |
| Mar 1, 2026 | AUM | $268,612,111 | $299,520,495 | increased by$30,908,384 |
| Mar 1, 2026 | Accounts | 1,568 | 1,680 | increased by112 |
| Dec 1, 2025 vs May 1, 2025 | Custody | No | Yes | |
| May 1, 2025 vs Oct 1, 2022 | Clients | 595 | 620 | increased by25 |
| May 1, 2025 vs Oct 1, 2022 | AUM | $259,959,460 | $268,612,111 | increased by$8,652,651 |
| May 1, 2025 vs Oct 1, 2022 | Accounts | 1,516 | 1,568 | increased by52 |
| Mar 1, 2022 | Employees | 2 | 1 | decreased by1 |
| Mar 1, 2022 | Clients | 541 | 595 | increased by54 |
| Mar 1, 2022 | AUM | $198,077,517 | $259,959,460 | increased by$61,881,943 |
| Mar 1, 2022 | Accounts | 1,378 | 1,516 | increased by138 |
| Apr 1, 2021 | Registration | — | APPROVED |
On Form 5500, an adviser usually appears as a plan service provider (Schedule C), not the plan sponsor.
See plans that list “SECURITY FIRST” as a service provider on 5500mcp →Matched by name only — Form ADV and Form 5500 share no identifier, and names are searched loosely (“SECURITY FIRST” may also match similarly-named firms). Confirm identity against each filing.
Every value above is reproduced from this firm's Form ADV filing. Fields the firm left blank are shown as “Not reported” rather than filled in from other sources.