Our Process

Guide our clients through this road map and help them make solid investment decisions through predictable behavioral choices.
OUR INVESTMENT PHILOSOPHY
  • Behavior is the cornerstone to a good investment return over your lifetime.
  • Planning is a Process and not a Product.
  • The Plan is a Living Entity that guides you through your decision process.
  • Because you helped design the Plan, you’re more likely to follow it through your life.
Services Include
Check the background of Our Firm and Investment Professionals on FINRA's BrokerCheck.*

Our Process

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Completing each part of our team’s process is imperative for us to gain a big-picture view on your assets, goals, habits, and financial obligations. These steps ensure that we are able to offer advice that is suited specifically for you and your goals, whether they are in the short, medium, or long term.

Our team strives to be "Goal focused and Plan driven" in a culture that has always been "Market focused and Performance driven". We believe that time in the market is better than timing the market, where acting on a comprehensive plan is more beneficial than reacting to market movements.
Asset Allocation and Diversification does not assure a profit or protect against loss in declining financial markets.
Morgan Stanley Smith Barney LLC offers insurance products in conjunction with its licensed insurance agency affiliates.
Rebalancing does not protect against a loss in declining financial markets. There may be a potential tax implication with a rebalancing strategy. Investors should consult with their tax advisor before implementing such a strategy.
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. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning and other legal matters.

Modern Wealth Tools

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    Morgan Stanley Online
    MSO digital capabilities and the Morgan Stanley Mobile App provide clients with access to their account information, enriched reporting tools, several cash management solutions and robust market research.
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    Total Wealth View
    The ability to view all of your assets together provides the opportunity to advise on your Morgan Stanley accounts with your entire financial picture in mind.
    Learn More
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    eDelivery
    eDelivery provides clients with the ability to view statements and other Firm documents electronically in lieu of paper. Clients who are registered in Morgan Stanley Online may enroll in eDelivery.
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    Digital Vault
    The Digital Vault is a document delivery, storage and
    collaboration space for Morgan Stanley clients and
    Financial Advisor teams.
    Learn More
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    Aladdin
    The Portfolio Risk Platform (PRP) is a state of the art wealth management platform providing real time analytics that enable financial advisors to identify and better understand risks in their clients’ portfolios.
    Learn More
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    LifeView
    LifeView is a suite of planning tools that includes goal-specific analysis that Financial Advisors can use with you to create a realistic, holistic strategy that integrates the various aspects of an individual’s financial life, including investments and cash management needs.
    Client Profile Document

Family Wealth Resources

Morgan Stanley has a host of Family Office and Family Wealth Resources available to our clients. These resources help create comprehensive multi-generational strategies so clients can properly plan for the future.
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    Estate Planning
    A fully integrated, holistic analysis of your balance sheet, estate plan, and investment strategy through a collaborative process, including your Morgan Stanley Wealth and Estate Planning Strategist and, at your request, your legal and tax advisors.
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    Cash Management and Lending
    Comprehensive cash management and lending solutions available to compliment your investment strategy.
    Cash Management and Lending Brochure
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    Family Governance and Wealth Education
    Dedicated professionals who can help you address sensitive family issues, facilitate communication, manage conflict and achieve a shared sense of common direction in coordination with clients' outside advisors.
    Family Governance and Wealth Brochure
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    Philanthropy Management
    Provide strategic advisory solutions that can help our clients achieve their philanthropic goals.
    Philanthropy - Wealth Plan Integration
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    Lifestyle Advisory
    Provide bespoke solutions and access to knowledgeable, highly personal third-party providers to help meet your exceptional needs from the everyday to the extraordinary.
    Morgan Stanley Signature Access
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    Estate and Gift Taxes
    Our team is here to help you navigate estate and gift taxes. Click on the link below to learn more about the federal and estate gift tax, exemptions, federal annual gift, and more.

Alternative Investments

For the right type of investor, alternatives can potentially diversify a portfolio. Broadly speaking, the term “alternative investments” refers to asset classes that can deliver differentiated sources of return relative to traditional stock and bond investments, such as private equity and private credit. While they can seem complicated or out of reach, many strategies are now more individual investor-friendly. Learn more about different types of alternative investments below.

Alternative investments are often speculative and include a high degree of risk. Investors can lose all or a substantial amount of their investment. They may be highly illiquid, can engage in leverage, short-selling and other speculative practices that may increase volatility and the risk of loss, and may be subject to large investment minimums and initial lock-ups. They may involve complex tax structures, tax inefficient investing and delays in distributing important tax information. They may have higher fees and expenses that traditional investments, and such fees and expenses can lower the returns achieved by investors.
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    Alternative Investments Client Brochure
    This brochure will help you understand different alternative investment options, why they can be beneficial, and how they might fit into your portfolio. If you are interested in alternatives, the client brochure is a great place to start.
    View the Brochure
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    Private Equity
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    Private Real Estate
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    Exchange Funds
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    Single Manager Hedge Funds
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    Private Credit
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    Structured Investments

Location

3280 Peachtree Rd NE
Suite 1900
Atlanta, GA 30305
US
Direct:
(404) 266-5939(404) 266-5939
Toll-Free:
(800) 688-6002(800) 688-6002

Meet East Lake Group

About Erik H Berg

Erik is in his 24th year as a Financial Advisor at Morgan Stanley*. Erik is a CERTIFIED FINANCIAL PLANNER™ professional. Erik helps each client relationship by managing asset allocation and investment selections.

He was born in Atlanta, Georgia and raised in Scottsdale, Arizona. Erik earned a Bachelor of Business Administration with a double major in Finance and Computer Applications from the Mendoza College of Business at the University of Notre Dame. He was also a member of the Fighting Irish men’s soccer team.

He is married to his wife Jenny and has three children. Erik enjoys snowboarding, baseball, soccer, college football, art and reading.

•Serves as board member for UPPER90
•Member of Passion City Church
•Will's Club Member – Children’s Healthcare of Atlanta
Securities Agent: AK, VA, TN, SC, NJ, TX, MA, OK, NC, DE, CA, WA, OH, GA, CO, UT, PA, OR, NY, NE, MI, LA, FL, AR, MD, DC, IL, AZ, AL; General Securities Representative; Investment Advisor Representative; Managed Futures
NMLS#: 1312579

About Simon D Young

Simon is in his 19th year as a Financial Advisor at Morgan Stanley*. Simon’s main focuses are portfolio management, client relations, and client acquisition.

He was born and raised in Gainesville, GA before he attended Georgia Tech as a member of the baseball team. He was drafted in the 1999 MLB draft after his junior season on the flats and played professional baseball with the Cleveland Guardians organization until 2002. He then returned to Georgia Tech and earned a Bachelor of Science in Management and Marketing from the Scheller College of Business.

He is married to his wife Erin and has two sons. Simon enjoys baseball, mountain biking, and working on classic cars. He is also a member of McEver Road United Methodist Church.
Securities Agent: AR, VA, SC, OR, CA, DE, CO, UT, TX, PA, WA, TN, AK, OK, OH, NE, MA, NJ, LA, IL, GA, FL, DC, NY, NC, AZ, AL, MI, MD; General Securities Representative; Investment Advisor Representative

About Coleman H Rudolph

Coleman is in his 24th year as a Financial Advisor at Morgan Stanley*. Coleman is a CERTIFIED FINANCIAL PLANNER™ professional. Coleman focuses on creating customized, comprehensive estate and financial plans while helping construct suitable portfolios for our clients.

He was born and raised in Valdosta, GA. He attended Georgia Tech and was a starter on the 1990 National Championship team. During his time at Georgia Tech, Coleman was named to the Academic All-ACC team, awarded as a first-team All-American defensive lineman honors, was a semifinalist for the prestigious 1992 Lombardi Award and named Co-Athlete of the year in Georgia. Coleman was inducted to both the Georgia Tech and Valdosta Football Hall of Fames. He also played 4 years in the NFL for the New York Jets and New York Giants.

Following his NFL career in 1997, Coleman entered into a private real estate investment business before joining Smith Barney in 2000. Coleman is married to his wife, Shannon, and they have 3 children and 1 grandson. Off the desk, Coleman enjoys saltwater fishing and playing golf.

•Speaks at churches and FCA groups
•Coached football at Blessed Trinity and Fellowship Christian for 8 years
Securities Agent: OK, PA, SC, TN, TX, UT, VA, WA, OR, AL, AR, AK, AZ, CA, CO, DC, DE, FL, GA, IL, LA, MA, MD, MI, NC, NE, NJ, NY, OH; General Securities Representative; Investment Advisor Representative; Managed Futures

About Jake Rudolph

Jake is in his fourth year at Morgan Stanley and his first year working with East Lake Group. He was born and raised in Canton, GA and played football at the United States Air Force Academy. He decided to begin his career in Wealth Management early and is finishing his degree at Liberty University, majoring in Financial Planning. Jake helps each relationship by assisting clients to understand their accounts and help them make the most out of their relationships at Morgan Stanley.

Jake currently resides in Sandy Springs and enjoys watching football, Formula 1 racing, playing the guitar and spending quality time with friends and family.

About Jeanine Delgado

Jeanine is a dedicated, detail-oriented client service associate with over 3 years of experience supporting financial advisors and clients within Wealth Management. Known for her exceptional organization skills and commitment to client satisfaction, she plays a vital role in ensuring a seamless operation and delivering a high level of service to clients.

Jeanine currently resides in Woodstock where she enjoys kayaking, bee keeping and spending time with her daughter.
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
4 Financially Smart Ways to Take Money Out of Retirement Accounts
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4 Financially Smart Ways to Take Money Out of Retirement Accounts

Discover how planning for required minimum distributions from retirement accounts can help you fund future needs and support loved ones.

Investing

Working closely with you to guide your wealth and investments through the most challenging market cycles.
  • Asset Management
  • Wealth Planning
  • Traditional Investments
  • Alternative Investments
  • Impact Investing
2025 Global Economic Outlook: U.S. Policies May Temper Global Growth
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2025 Global Economic Outlook: U.S. Policies May Temper Global Growth

Global growth is likely to be around 3% in 2025 and 2026, as tariff and immigration policies begin to slow the U.S. economy late next year, and China's underperformance restrains emerging markets.

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
Taking Control of Your Finances After Death of a Spouse
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Taking Control of Your Finances After Death of a Spouse

Financial planning after a divorce or death can be trying, but with the right approach and the right advice you can turn a difficult situation into empowerment.

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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Financial Planning for Life After Selling a Business

Selling your business can mean big changes for your life, both personally and financially. Know how to make the most of your windfall.
Ready to start a conversation? Contact East Lake Group today.
Market Information Delayed 20 Minutes
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 Wealth Management is the trade name of Morgan Stanley Smith Barney LLC, a registered broker-dealer in the United States.

For more information, please see the Morgan Stanley Smith Barney LLC Client Relationship Summary.

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2When Morgan Stanley Smith Barney LLC, its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors (collectively, “Morgan Stanley”) provide “investment advice” regarding a retirement or welfare benefit plan account, an individual retirement account or a Coverdell education savings account (“Retirement Account”), Morgan Stanley is a “fiduciary” as those terms are defined under the Employee Retirement Income Security Act of 1974, as amended (“ERISA”), and/or the Internal Revenue Code of 1986 (the “Code”), as applicable. When Morgan Stanley provides investment education, takes orders on an unsolicited basis or otherwise does not provide “investment advice”, Morgan Stanley will not be considered a “fiduciary” under ERISA and/or the Code. For more information regarding Morgan Stanley’s role with respect to a Retirement Account, please visit www.morganstanley.com/disclosures/dol. Tax laws are complex and subject to change. Morgan Stanley does not provide tax or legal advice. Individuals are encouraged to consult their tax and legal advisors (a) before establishing a Retirement Account, and (b) regarding any potential tax, ERISA and related consequences of any investments or other transactions made with respect to a Retirement Account. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning, charitable giving, philanthropic planning and other legal matters.

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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.

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4Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning and other legal matters.

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5Morgan 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

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6Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.

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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.

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8Morgan 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.

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9Alternative Investments are speculative and include a high degree of risk. An investor could lose all or a substantial amount of his/her investment. Alternative investments are appropriate only for qualified, long-term investors who are willing to forgo liquidity and put capital at risk for an indefinite period of time.

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10Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.

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11Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning, charitable giving, philanthropic planning and other legal matters.

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12When Morgan Stanley Smith Barney LLC, its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors (collectively, “Morgan Stanley”) provide “investment advice” regarding a retirement or welfare benefit plan account, an individual retirement account or a Coverdell education savings account (“Retirement Account”), Morgan Stanley is a “fiduciary” as those terms are defined under the Employee Retirement Income Security Act of 1974, as amended (“ERISA”), and/or the Internal Revenue Code of 1986 (the “Code”), as applicable. When Morgan Stanley provides investment education, takes orders on an unsolicited basis or otherwise does not provide “investment advice”, Morgan Stanley will not be considered a “fiduciary” under ERISA and/or the Code. For more information regarding Morgan Stanley’s role with respect to a Retirement Account, please visit www.morganstanley.com/disclosures/dol. Tax laws are complex and subject to change. Morgan Stanley does not provide tax or legal advice. Individuals are encouraged to consult their tax and legal advisors (a) before establishing a Retirement Account, and (b) regarding any potential tax, ERISA and related consequences of any investments or other transactions made with respect to a Retirement Account. Individuals should always check with their tax or legal advisor before engaging in any transaction involving 529 Plans, Education Savings Accounts and other tax-advantaged investments.

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13Investing in commodities entails significant risks. The commodities markets may fluctuate widely based on a variety of factors including changes in supply and demand relationships; governmental programs and policies; national and international political and economic events; war and terrorist events; changes in interest and exchange rates; trading activities in commodities and related contracts; pestilence; weather; technological change; and, the price volatility of a commodity. In addition, the commodities markets are subject to temporary distortions or other disruptions due to various factors, including lack of liquidity, participation of speculators and government intervention.

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14Fixed Income investing entails credit risks and interest rate risks. When interest rates rise, bond prices generally fall.

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15Fixed Income investing entails credit risks and interest rate risks. When interest rates rise, bond prices generally fall.

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16Municipal 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.

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17Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.

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18Annuities are offered in conjunction with Morgan Stanley Smith Barney LLC’s licensed insurance agency affiliates.

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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)