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About Us

What is "Fee-Only"?

Forever Financial is a fee-only firm, and does not accept any commissions or revenue from any source other than the clients which we serve. It is our strong belief that this provides a level of objectivity and integrity that is an essential part of our relationship with our clients.   We are a fiduciary advisor, which means we put our clients needs first, always.

Commission based advisors (brokers) get a percentage of every trade, and usually receive ongoing fees as long as you stay in that fund, regardless of whether any services are provided.   This creates an incentive to steer you towards investments that provide the biggest payout.  

"Fee-based" advisors charge fees for advice, but may also receive these sales charges, creating an incentive to direct you towards specific investment products.

Who We Are

Forever Financial Advisors is a fee-only financial planning and investment advisory firm located in Fairport, New York, just outside of Rochester. We provide comprehensive financial planning and investment management to individuals and small business owners.

Forever Financial Advisors is a Registered Investment Advisor with the States of Massachusetts and New York, soon to be SEC-registered, and a member of the National Association of Personal Financial Advisors (NAPFA) and the Financial Planning Association (FPA).

How we do it

We will meet with you to discuss your financial goals and concerns, and work with you to develop a comprehensive financial plan to address these needs. If your needs include management of investment assets, we will provide this management and oversight to ensure your investments remain aligned with your goals and responsive to changing circumstances.

Tree Stump

Our Team

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Annie McQuilken

Annie McQuilken, MS, CFP®, CFT-I™ is the founder and president of Forever Financial Advisors, a Certified Financial Planner, and a Certified Financial Therapist. Annie earned her bachelor's degree with distinction from Swarthmore College, earning membership in both Phi Beta Kappa and Sigma Xi. She received her Master's of Science degree in Financial Planning from the McCallum Graduate School of Business at Bentley University, and a graduate certificate in financial therapy from Kansas State University. Annie is a member of the National Association of Personal Financial Advisors (NAPFA), the Financial Planning Association (FPA), the Financial Therapy Association (FTA) and a Registered Investment Advisor. Annie has over 20 years experience in financial management, counseling, and education.

Annie is a contributor to the NAPFA Advisor, a professional publication distributed to over 1,000 members and affiliates of NAPFA. In addition, Annie regularly presents at regional and national conferences.

In her free time, Annie enjoys cooking, boating, volunteering for progressive causes, and attending musical theatre.  



Finn and King are the official mascots of Forever Financial. Finn is a registered therapy dog and has many years of experience in cuddling and chewing up socks. He won the annual award for Fluffiest Dog in Rochester in 2016 and is considered an expert in Protective Services against squirrels and bikers.   King came to us as a rescue, and loves cuddling with everyone!   Unfortunately he can be boisterous in his affection, so please let us know if you would rather he be contained during visits.  

Finn and King enjoy food, tug of war, long walks along the canal, and stealing the best spot on the couch.



Our Team
Our Investment Policy

Code of Ethics

The NAPFA Fiduciary Oath

The advisor shall exercise his/her best efforts to act in good faith and in the best interests of the client. The advisor shall provide written disclosure to the client prior to the engagement of the advisor, and thereafter throughout the term of the engagement, of any conflicts of interest, which will or reasonably may compromise the impartiality or independence of the advisor. The advisor, or any party in which the advisor has a financial interest, does not receive any compensation or other remuneration that is contingent on any client's purchase or sale of a financial product. The advisor does not receive a fee or other compensation from another party based on the referral of a client or the client's business.

What the Fiduciary Oath means to you - the client


  • I shall always act in good faith and with candor.

  • I shall be proactive in my disclosure of any conflicts of interest that may impact you.

  • I shall not accept any referral fees or compensation that is contingent upon the purchase or sale of a financial product.



The CFP® Code of Ethics and Professional Responsibility

  • Integrity - A CFP® designee shall offer and provide professional services with integrity.

  • Objectivity - A CFP® designee shall be objective in providing professional services to clients.

  • Competence - A CFP® designee shall provide services to clients competently and maintain the necessary knowledge and skill to continue to do so in those areas in which the designee is engaged.

  • Fairness - A CFP® designee shall perform professional services in a matter that is fair and reasonable to clients, principals, partners and employers and shall disclose conflict(s) of interest(s) in providing such services.

  • Confidentiality - A CFP® designee shall not disclose any confidential client information without the specific consent of the client unless in response to proper legal process, to defend against charges of wrongdoing by the CFP® designee or in connection with a civil dispute between the CFP® designee and the client.

  • Professionalism - A CFP® designee's conduct in all matters shall reflect credit upon the profession.

  • Diligence - A CFP® designee shall act diligently in providing professional services.

Code of Ethics
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