William Saunders

Equity Concepts LLC

In 1991 Equity Concepts was founded by Michael Thaler. John Robinson joined the firm shortly thereafter and together they set out to build a financial services firm focused on exceptional service and institutional investment access. These ideals are reflected in their mission statement: "To enable our clients to become the best possible stewards of what God has entrusted to them."​ This vision has led Equity Concepts to both substantial growth and success. This strategic focus allows Equity Concepts'​ clients to gain the most from a relationship with the firm. Equity Concepts provides comprehensive investment and financial services to individuals, families, businesses and institutions. Our primary goal is to not take a beating in the market. Most people in the wealth management industry only have one goal, which is to beat the market. This results in taking unnecessary risks and ultimately it undermines the foundation goal of wise stewardship. While we strive to beat the market over time, our primary goal defines us and sets us apart in how we approach managing money. We closely manage portfolio volatility with a keen focus on actual return vs. average return. We are positioners and not predictors. It's important to position a portfolio to be protected from the downside of the markets, and yet to have potential and possibility of the upside of the markets. We have an expertise in alternative investments that are not correlated with the markets. When it comes to investing, managing portfolio volatility is the foundation of long term success. When it comes to wealth management we are committed to investing in each one of our clients' full potential. Equity Concepts is located at 2550 Gaskins Rd. Henrico, VA 23238. Registered Representative Securities offered through Cambridge Investment Research, Inc., a Broker/Dealer, Member FINRA/SIPC. Investment Advisor Representative, Cambridge Investment Research Advisors,Inc., a Registered Investment Advisor. Cambridge and Equity Concepts, LLC are not affiliated.