Sam Williams

AIF® | Financial Advisor


Why I Became a Financial Advisor

My first introduction to financial planning was through my father and grandfather. The fact that they were both successful but often gave me different advice relating to finances initially confused me. What I experienced through them is what a lot of clients experience every day — financial planning tends to remain an unknown for many people.

What motivated me to pursue this career was my desire to use my strong problem-solving skills to bring clarity and understanding to the financial lives of my clients. I do this by not only understanding what is important to them but by also striving to understand how they analyze and learn new information so that I can craft my advice in a way that allows them to take ownership over the plan we create together.


Appreciating Change

I take a goal-based and plan-based approach to financial advice. I focus my time and energy on truly understanding what is important to clients, what motivates them and what keeps them up at night. This information becomes the basis for designing a financial plan that reflects needs and wants now and leaves room for adjustment, if those needs and wants change.


Sam Williams, AIF® joined Forum Financial Management in 2021 as a Financial Advisor. Prior to joining Forum, Sam served as a financial advisor for Northwestern Mutual and CG Financial Services.

Sam works with families and small business owners who need a trusted partner in their corner to operate as their personal CFO. Involved in his community, Sam serves on the Trinity Episcopal School Board of Trustees in Richmond, Virginia.

Sam is an Accredited Investment Fiduciary. He earned a bachelor’s degree in finance from James Madison University in Harrisonburg, Virginia. In his free time, Sam loves spending time with his wife, Susan, and dog, Olive. He also enjoys playing golf and spending time with family and friends.



Tell Us About Your Financial Life and Aspirations

Your experience begins with an initial meeting to identify your financial vision for the future and risk tolerance levels. We review our investment philosophy and approach with you so that you fully understand each milestone of our process and how our relationship will evolve over time.

Discuss Topics Crucial to Your Financial Success

Over the course of the next few meetings, the content and breadth of each meeting is defined by your personal needs. We can review your estate planning and risk management needs, discuss retirement accumulation or distribution planning, evaluate educational funding needs, review your tax situation, and go over any other items crucial to your financial success.

Develop a Strategic Plan Unique to You

Once you select an allocation, we put together a strategic implementation plan that will coordinate investment of your portfolio between qualified (tax-advantaged) assets and non-qualified assets in order to maximize tax efficiency. The topics we address during our time with you vary depending on your unique needs and situation.

Putting Your Plan Into Action

We establish your Forum account based on the portfolio allocation we discussed and what we learned about your risk tolerance and financial goals. With your new Forum account now in place, you will have the opportunity to access your Forum Client Portal for the first time and connect with members of the Forum Client Service team.

Review Goals and Plans When Your Life Changes

You will receive reporting that will clearly show your performance net of all fees and compared to applicable market indexes. Additionally your assets are held at a reputable third-party custodian that furnishes independent monthly reports so you can feel confident about the safe handling of your money.

Ready to Connect With a Forum Advisor?