After a 24 year career at Morgan Stanley and predecessor firms, I began the journey of independent investment advisory management in forming White Pine Investment Company. Tired of the pressure to sell proprietary products in a high cost environment, White Pine began in 1997 with the vision of treating our clients in the same way that we would like to be treated, from the composition of our portfolios to the fees we receive for managing our accounts. Our process begins with the construction of a comprehensive financial plan unique to each client which is reviewed on a periodic basis. Our goal is to ensure that the plan is solid and achieves the client's goals. Although we use sound, value-based principles in managing our accounts, our ultimate value is to do all we can to help clients ride out the inevitable storms and to realize their goals.