Phone:
(727) 344-6717(727) 344-6717
The SunRock Group at Morgan Stanley
Our Mission Statement
Experience, intellectual capital and dedicated personal service to help you meet your life goals
Our Story and Services
We are The SunRock Group, a team of seasoned professionals with complementary skills and a belief that we can truly make a difference in the quality of your financial life.
What sets you apart? You have unique needs, goals, values and circumstances. What sets us apart is that we take the time to understand who you are and what is really important to you and your family.
If you are like many of our clients, you are seeking an ally who will provide you with solutions designed with your needs first and foremost in mind, one to whom you can come to whenever you have questions or a concern, and one you can trust.
What sets you apart? You have unique needs, goals, values and circumstances. What sets us apart is that we take the time to understand who you are and what is really important to you and your family.
If you are like many of our clients, you are seeking an ally who will provide you with solutions designed with your needs first and foremost in mind, one to whom you can come to whenever you have questions or a concern, and one you can trust.
Check the background of Our Firm and Investment Professionals on FINRA's BrokerCheck.*
Working With You
Clients tend to stay with us for long periods of time; 20, 30 years, in some cases. We may not be the first Financial Advisors they have worked with, but we are often the last.
We attribute this longevity to a number of factors:
- Investment knowledge has enabled us to take responsibility for our clients' day-to-day investment decisions through personalized approaches designed to meet their objectives and risk tolerance.
- A wealth management focus that goes beyond investing to encompass both sides of our clients' balance sheet and every aspect of their finances.
- A commitment to relationships that involves understanding our clients as people, not just investors.
We attribute this longevity to a number of factors:
- Investment knowledge has enabled us to take responsibility for our clients' day-to-day investment decisions through personalized approaches designed to meet their objectives and risk tolerance.
- A wealth management focus that goes beyond investing to encompass both sides of our clients' balance sheet and every aspect of their finances.
- A commitment to relationships that involves understanding our clients as people, not just investors.
SunRock Meaning
The name SunRock is a blend of two words that we feel express values and traits that we believe in. The Sun represents light, clarity, growth, and reliability. It also symbolizes transparency, optimism, and the hope to brighten clients’ financial futures. Rock symbolizes strength, stability, and dependability. It implies a solid foundation and trustworthiness.
This link takes you to a page that has information and videos regarding Morgan Stanley online and the Mobile App:
Location
150 2nd Avenue N
Suite 1400
St. Petersburg, FL 33701
US
Direct:
(727) 344-6711(727) 344-6711
Toll-Free:
(800) 237-2898(800) 237-2898
Meet The SunRock Group
Jim Forsman
Senior Vice President, Financial Advisor, Portfolio Management Director
Phone:
(727) 344-6711(727) 344-6711
James Forsman Jr., CFP®
Associate Vice President, Financial Advisor, Portfolio Manager
Phone:
(727) 344-6742(727) 344-6742
Phone:
(727) 302-6322(727) 302-6322
Cindy M. Watson
Portfolio Associate
Phone:
(727) 302-6321(727) 302-6321
Will Curtis
Registered Client Service Associate
Phone:
(727) 302-6377(727) 302-6377
About David J Herman
David is a Senior Vice President and Senior Portfolio Management Director and has been a Financial Advisor with the Firm for 35 years. David is a native to New Orleans, Louisiana. He holds a Bachelor of Science Degree in Psychology and an MBA in Business from Louisiana State University. He lives in Gulfport, Florida with his wife Kristi.
Securities Agent: OR, AK, WV, RI, AZ, TN, NJ, MD, LA, ID, HI, SC, PA, OH, MI, IN, WA, NV, ND, MT, MN, ME, DC, FL, DE, AL, MA, IL, CA, NH, CO, AR, UT, VT, VA, TX, NY, NC, KY, CT, WI, GA; General Securities Representative; Investment Advisor Representative; Transactional Futures/Commodities; Managed Futures
NMLS#: 1285419
NMLS#: 1285419
About Jim Forsman
tel: (727) 344-6711
james.forsman@morganstanley.com
In 1984 and I was living in Larchmont, New York married with a newborn child. I was starting out with a small amount of funds but was ambitious. Working for a men’s clothing manufacturer whose labels included Arrow shirts and Hart Schaffner Marx, I soon became “the shirt guy” for my friends on Wall Street. They contacted me when they were in need of a new blue or white pinpoint button down oxford shirt which at the time was the dress of choice on the street. Over the next year or so, however, I gradually came to realize that my friends were doing things that were far more interesting to me than selling shirts. They were involved in the markets and helping clients accumulate assets for important life goals. It wasn’t long before I decided to join them and have never looked back. I think we work in one of the greatest businesses in the world. I truly enjoy advising clients and working with them towards greater financial security.
_______________________
Jim is a financial planning specialist with Morgan Stanley. As a Portfolio Management Director he is among a select group of financial advisors distinguished by their extensive training, experience and commitment to client service. As an experienced professional in equity and fixed income investing, Jim has been advising individuals, families and business owners to meet their objectives for over 30 years. He earned his Bachelor of Science degree in Business Administration from Keene State College and lives with his wife Kirsten in Largo, Florida.
My Professional Details
james.forsman@morganstanley.com
In 1984 and I was living in Larchmont, New York married with a newborn child. I was starting out with a small amount of funds but was ambitious. Working for a men’s clothing manufacturer whose labels included Arrow shirts and Hart Schaffner Marx, I soon became “the shirt guy” for my friends on Wall Street. They contacted me when they were in need of a new blue or white pinpoint button down oxford shirt which at the time was the dress of choice on the street. Over the next year or so, however, I gradually came to realize that my friends were doing things that were far more interesting to me than selling shirts. They were involved in the markets and helping clients accumulate assets for important life goals. It wasn’t long before I decided to join them and have never looked back. I think we work in one of the greatest businesses in the world. I truly enjoy advising clients and working with them towards greater financial security.
_______________________
Jim is a financial planning specialist with Morgan Stanley. As a Portfolio Management Director he is among a select group of financial advisors distinguished by their extensive training, experience and commitment to client service. As an experienced professional in equity and fixed income investing, Jim has been advising individuals, families and business owners to meet their objectives for over 30 years. He earned his Bachelor of Science degree in Business Administration from Keene State College and lives with his wife Kirsten in Largo, Florida.
My Professional Details
Securities Agent: ND, CA, LA, AK, TN, NV, NC, MT, DC, WA, RI, PA, MN, CT, VT, OR, OH, NY, UT, SC, KY, WV, NJ, IL, DE, WI, MI, MA, ID, FL, AZ, NH, AR, AL, VA, TX, MD, IN, HI, GA, CO, ME; General Securities Representative; Investment Advisor Representative; Managed Futures
NMLS#: 2115905
NMLS#: 2115905
About James Forsman Jr.
tel: (727) 344-6742
james.forsman.jr@morganstanley.com
Growing up I remember visiting my Dad’s office from before I could see over a desk. Most memorable were the people and how they cared about what they were doing, how professional they were and the respect they had for their responsibilities. I found listening to the income and growth ideas very interesting. Eventually with my college degree in hand and a strong interest in financial markets, I landed a position with Franklin Templeton Investments, a mutual fund and asset management company. With Franklin I learned the basics working with clients and financial advisors at major wire houses. I structured and serviced accounts weathering the great recession of 2008. The experience inspired me and I wanted to do more and learn to advise individuals and businesses. I learned how important it was to have a plan to gain confidence in the markets and achieve financial security. My first year with Morgan Stanley I worked with many financial advisors in the firm and did what I enjoy most, building financial plans.
_______________________
James P. Forsman Jr. is a Financial Advisor in Morgan Stanley’s Wealth Management Division. Originally from New York, he grew up and currently resides in Pinellas County, FL. In 2006, James joined Franklin Templeton Investments to work with shareholders and financial advisors dealing with Retirement Plans, College Savings Accounts, and Charitable Giving Funds. He joined Morgan Stanley in 2014 in order to further pursue his passion for helping individuals, families, and businesses with financial decisions and planning. James is a graduate of the University of Florida’s Warrington College of Business.
My Professional Details
james.forsman.jr@morganstanley.com
Growing up I remember visiting my Dad’s office from before I could see over a desk. Most memorable were the people and how they cared about what they were doing, how professional they were and the respect they had for their responsibilities. I found listening to the income and growth ideas very interesting. Eventually with my college degree in hand and a strong interest in financial markets, I landed a position with Franklin Templeton Investments, a mutual fund and asset management company. With Franklin I learned the basics working with clients and financial advisors at major wire houses. I structured and serviced accounts weathering the great recession of 2008. The experience inspired me and I wanted to do more and learn to advise individuals and businesses. I learned how important it was to have a plan to gain confidence in the markets and achieve financial security. My first year with Morgan Stanley I worked with many financial advisors in the firm and did what I enjoy most, building financial plans.
_______________________
James P. Forsman Jr. is a Financial Advisor in Morgan Stanley’s Wealth Management Division. Originally from New York, he grew up and currently resides in Pinellas County, FL. In 2006, James joined Franklin Templeton Investments to work with shareholders and financial advisors dealing with Retirement Plans, College Savings Accounts, and Charitable Giving Funds. He joined Morgan Stanley in 2014 in order to further pursue his passion for helping individuals, families, and businesses with financial decisions and planning. James is a graduate of the University of Florida’s Warrington College of Business.
My Professional Details
Securities Agent: HI, TX, NY, ND, MD, LA, ID, DE, SC, ME, DC, VT, TN, MN, AK, WI, MA, KY, FL, AL, UT, RI, NV, MT, IL, CA, WA, NJ, GA, WV, VA, PA, OH, NH, CO, OR, CT, AZ, AR, NC, MI, IN; General Securities Representative; Investment Advisor Representative
NMLS#: 1383204
NMLS#: 1383204
About Chris Herman
Chris is a Financial Advisor and has been with the firm for just over a year. Before working at Morgan Stanley, Chris played professional wheelchair tennis, representing the United States in many international competitions. He is a native of and lives in Gulfport, Florida. He holds a Bachelor of Arts Degree in Economics from The University of Florida.
Securities Agent: WY, FL, GA, AK, AL, AR, AZ, CA, CO, CT, DC, DE, HI, IA, ID, IL, IN, KS, KY, LA, MA, MD, ME, MI, MN, MO, MS, MT, NC, ND, NE, NH, NJ, NM, NV, NY, OH, OK, OR, PA, RI, SC, SD, TN, TX, UT, VA, VI, VT, WA, WI, WV; General Securities Representative; Investment Advisor Representative
NMLS#: 2562932
NMLS#: 2562932
About Cindy M. Watson
Cindy has been in the financial services industry for over 25 years. She strives to get to know clients so that she can provide a wide range of administrative and operational services best tailored to each client’s need.
Cindy holds the Series 7 and Series 63 licenses.
She is married and has three grown children. When not at work, you can find her attending sporting events, reading or swimming.
Cindy holds the Series 7 and Series 63 licenses.
She is married and has three grown children. When not at work, you can find her attending sporting events, reading or swimming.
About Will Curtis
William has been a Registered Client Service Associate with the Firm for 2 years. He is a native of Orlando, FL. He holds a bachelor’s degree in business management from Florida State University and is an active drilling reservist member of the United State Air Force Reserves. He lives in St. Petersburg, FL with his wife, Chloe, and their two sons, McKinley, and Maddox.
Contact David J Herman
Contact Jim Forsman
Contact James Forsman Jr.
Contact Chris Herman
Wealth Management
Global Investment Office
Portfolio Insights
Retirement
Working with you to understand your life goals and develop a personalized wealth strategy. Today and for the years to come.
- 401(k) Rollovers
- IRA Plans
- Retirement income strategies
- Retirement plan participants
- Annuities
Family
Creating customized financial strategies for the challenges that today’s families face.
- Estate Planning Strategies
- 529 Plans / Education Savings Planning
- Long Term Care Insurance
- Special Needs Planning
- Trust Services
Business Planning
Helping you on key aspects of your business such as ownership, liquidity and developing opportunities.
- Succession Planning
- Business Planning
- Qualified Retirement Plans
Financial Planning for Life After Selling a Business
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Ready to start a conversation? Contact The SunRock Group today.
Certified Financial Planner Board of Standards, Inc. (CFP Board) owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™, and CFP® (with plaque design) in the United States, which it authorizes use of by individuals who successfully complete CFP Board’s initial and ongoing certification requirements.
1Morgan Stanley’s investment advisory programs may require a minimum asset level and, depending on your specific investment objectives and financial position, may not be appropriate for you. Please see the Morgan Stanley Smith Barney LLC program disclosure brochure (the “Morgan Stanley ADV”) for more information in the investment advisory programs available. The Morgan Stanley ADV is available at www.morganstanley.com/ADV.
2Morgan Stanley Wealth Management is the trade name of Morgan Stanley Smith Barney LLC, a registered broker-dealer in the United States.
3Morgan Stanley offers a wide array of brokerage and advisory services to its clients, each of which may create a different type of relationship with different obligations to you. Please consult with your Financial Advisor to understand these differences or review our Understanding Your Brokerage and Investment Advisory Relationships brochure available at www.morganstanley.com/wealth-relationshipwithms/pdfs/understandingyourrelationship.pdf.
4Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.
Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
5Fixed Income investing entails credit risks and interest rate risks. When interest rates rise, bond prices generally fall.
6Municipal bonds may not be appropriate for all investors. Income generated from an investment in a municipal bond is generally exempt from federal income taxes. Some income may be subject to state and local taxes and to the federal alternative minimum tax. Capital gains, if any, are subject to tax.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”) and its Financial Advisors and Private Wealth Advisors do not provide any tax/legal advice. Consult your own tax/legal advisor before making any tax or legal-related investment decisions.
7Investors should consider many factors before deciding which 529 plan is appropriate. Some of these factors include: the Plan’s investment options and the historical investment performance of these options, the Plan’s flexibility and features, the reputation and expertise of the Plan’s investment manager, Plan contribution limits and the federal and state tax benefits associated with an investment in the Plan. Some states, for example, offer favorable tax treatment and other benefits to their residents only if they invest in the state’s own Qualified Tuition Program. Investors should determine their home state’s tax treatment of 529 plans when considering whether to choose an in-state or out-of-state plan. Investors should consult with their tax or legal advisor before investing in any 529 Plan or contact their state tax division for more information. Morgan Stanley Smith Barney LLC does not provide tax and/or legal advice. Investors should review a Program Disclosure Statement, which contains more information on investment options, risk factors, fees and expenses and possible tax consequences.
Check the background of our Firm and Investment Professionals on FINRA's BrokerCheck*.
The information, products and services described here are intended only for individuals residing in states where this Financial Advisor is properly registered as described in this site.
Morgan Stanley reserves the right, to the extent permitted under applicable law, to retain and monitor all electronic communications. Morgan Stanley will not accept purchase or sale orders via any Internet site, social media site and/or its messaging systems. Morgan Stanley does not endorse and is not responsible and assumes no liability for content, products or services posted by third-parties on any Internet site, social media site and/or its messaging systems. All electronic communications are subject to terms available at the following link:
https://www.morganstanley.com/disclaimers/mswm-email.html. Any profiles and associated content are for U.S. residents only.
The securities/instruments, services, investments and investment strategies discussed in this material may not be appropriate for all investors. The appropriateness of a particular investment, investment strategy or service will depend on an investor's individual circumstances and objectives. Morgan Stanley Smith Barney LLC recommends that investors independently evaluate particular investments, strategies and services, and encourages investors to seek the advice of a Financial Advisor or Private Wealth Advisor. This material does not provide individually tailored investment advice. It has been prepared without regard to the individual financial circumstances and objectives of persons who receive it.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”) is not implying an affiliation, sponsorship, endorsement with/of the third party or that any monitoring is being done by Morgan Stanley of any information contained within the website. Morgan Stanley is not responsible for the information contained on the third-party website or the use of or inability to use such site. Nor do we guarantee their accuracy or completeness.
The views, opinions or advice contained within third party websites or materials are solely those of the author, who is not a Morgan Stanley employee, and do not necessarily reflect those of Morgan Stanley Smith Barney LLC, or its affiliates. The strategies and/or investments referenced may not be appropriate for all investors as the appropriateness of a particular investment or strategy will depend on an investor's individual circumstances and objectives.
*References to length of service at Morgan Stanley include years at Morgan Stanley and predecessor firms.
Certified Financial Planner Board of Standards Inc. owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™ and federally registered CFP (with flame design) in the U.S, which it awards to individuals who successfully complete CFP Board’s initial and ongoing certification requirements.
The use of the CDFA designation does not permit the rendering of legal advice by Morgan Stanley or its Financial Advisors which may only be done by a licensed attorney. The CDFA designation is not intended to imply that either Morgan Stanley or its Financial Advisors are acting as experts in this field.
Awards Disclosures
1Morgan Stanley’s investment advisory programs may require a minimum asset level and, depending on your specific investment objectives and financial position, may not be appropriate for you. Please see the Morgan Stanley Smith Barney LLC program disclosure brochure (the “Morgan Stanley ADV”) for more information in the investment advisory programs available. The Morgan Stanley ADV is available at www.morganstanley.com/ADV.
2Morgan Stanley Wealth Management is the trade name of Morgan Stanley Smith Barney LLC, a registered broker-dealer in the United States.
3Morgan Stanley offers a wide array of brokerage and advisory services to its clients, each of which may create a different type of relationship with different obligations to you. Please consult with your Financial Advisor to understand these differences or review our Understanding Your Brokerage and Investment Advisory Relationships brochure available at www.morganstanley.com/wealth-relationshipwithms/pdfs/understandingyourrelationship.pdf.
4Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.
Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
5Fixed Income investing entails credit risks and interest rate risks. When interest rates rise, bond prices generally fall.
6Municipal bonds may not be appropriate for all investors. Income generated from an investment in a municipal bond is generally exempt from federal income taxes. Some income may be subject to state and local taxes and to the federal alternative minimum tax. Capital gains, if any, are subject to tax.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”) and its Financial Advisors and Private Wealth Advisors do not provide any tax/legal advice. Consult your own tax/legal advisor before making any tax or legal-related investment decisions.
7Investors should consider many factors before deciding which 529 plan is appropriate. Some of these factors include: the Plan’s investment options and the historical investment performance of these options, the Plan’s flexibility and features, the reputation and expertise of the Plan’s investment manager, Plan contribution limits and the federal and state tax benefits associated with an investment in the Plan. Some states, for example, offer favorable tax treatment and other benefits to their residents only if they invest in the state’s own Qualified Tuition Program. Investors should determine their home state’s tax treatment of 529 plans when considering whether to choose an in-state or out-of-state plan. Investors should consult with their tax or legal advisor before investing in any 529 Plan or contact their state tax division for more information. Morgan Stanley Smith Barney LLC does not provide tax and/or legal advice. Investors should review a Program Disclosure Statement, which contains more information on investment options, risk factors, fees and expenses and possible tax consequences.
Check the background of our Firm and Investment Professionals on FINRA's BrokerCheck*.
The information, products and services described here are intended only for individuals residing in states where this Financial Advisor is properly registered as described in this site.
Morgan Stanley reserves the right, to the extent permitted under applicable law, to retain and monitor all electronic communications. Morgan Stanley will not accept purchase or sale orders via any Internet site, social media site and/or its messaging systems. Morgan Stanley does not endorse and is not responsible and assumes no liability for content, products or services posted by third-parties on any Internet site, social media site and/or its messaging systems. All electronic communications are subject to terms available at the following link:
https://www.morganstanley.com/disclaimers/mswm-email.html. Any profiles and associated content are for U.S. residents only.
The securities/instruments, services, investments and investment strategies discussed in this material may not be appropriate for all investors. The appropriateness of a particular investment, investment strategy or service will depend on an investor's individual circumstances and objectives. Morgan Stanley Smith Barney LLC recommends that investors independently evaluate particular investments, strategies and services, and encourages investors to seek the advice of a Financial Advisor or Private Wealth Advisor. This material does not provide individually tailored investment advice. It has been prepared without regard to the individual financial circumstances and objectives of persons who receive it.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”) is not implying an affiliation, sponsorship, endorsement with/of the third party or that any monitoring is being done by Morgan Stanley of any information contained within the website. Morgan Stanley is not responsible for the information contained on the third-party website or the use of or inability to use such site. Nor do we guarantee their accuracy or completeness.
The views, opinions or advice contained within third party websites or materials are solely those of the author, who is not a Morgan Stanley employee, and do not necessarily reflect those of Morgan Stanley Smith Barney LLC, or its affiliates. The strategies and/or investments referenced may not be appropriate for all investors as the appropriateness of a particular investment or strategy will depend on an investor's individual circumstances and objectives.
*References to length of service at Morgan Stanley include years at Morgan Stanley and predecessor firms.
Certified Financial Planner Board of Standards Inc. owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™ and federally registered CFP (with flame design) in the U.S, which it awards to individuals who successfully complete CFP Board’s initial and ongoing certification requirements.
The use of the CDFA designation does not permit the rendering of legal advice by Morgan Stanley or its Financial Advisors which may only be done by a licensed attorney. The CDFA designation is not intended to imply that either Morgan Stanley or its Financial Advisors are acting as experts in this field.
Awards Disclosures
CRC 6491812 (04/2024)
