Investment Adviser Representative
Full Cup Financial
John Keeble, CFP®, ChFC, founder of Full Cup Financial, has worked in the financial planning industry for over 20 years, is a CERTIFIED FINANCIAL PLANNER practitioner, holds a Finance Degree from The University of Georgia and is active in the Athens and Atlanta communities. John is married to Beth, his college sweetheart, and they have two children and two granddaughters.
From the founder's perspective...
We started operating under a new name, Full Cup Financial, LLC, although we continue our affiliation with Cetera Advisors LLC and Pershing continues as the custodian of your investment accounts. The reason for the new name is related to our effort to help clients be good stewards by improving their financial situation and financial “margin”. When our cup is full, i.e., when we have margin financially, emotionally and in our calendar, we are in a better position to serve and help others. As we strive to keep our cup full and serve, it is our hope that we can play a part in helping in your efforts to increase margin and keep your cup full.
About Cetera Advisors
Our independent business model ensures we have the autonomy and discretion to put you at the center of all investment strategies and business decisions. Just as we stand behind you to help you pursue your financial dreams, we have teams standing behind us and supporting our business. These firms also strengthen our relationship with you by providing the resources we need to better serve you. We think it’s important for you to know who these partners are and why we have chosen to work with them.
Our Broker-Dealer: Cetera Advisors
We are affiliated with Cetera Advisors, one of the premier broker-dealers in the industry. As our broker-dealer, they are responsible for executing trades on your behalf. Like all broker-dealers, they must undergo regular auditing, and are required to meet specific net capital requirements to ensure it can meet its obligations to investors like you.
But their support for our relationship goes well beyond its function as trade executor. Our affiliation means that we are not held to a sales quota or tied to selling only proprietary products. We have the independence and freedom to recommend the financial solutions that best suit your needs, ensuring your objectives are what drive all decisions, while Cetera Advisors’ network of people and resources help us pursue your unique goals and vision for the future.
Their Parent Company: Cetera Financial Group
Cetera Advisors is part of the family of independently managed firms of Cetera Financial Group (Cetera). For the past 30 years, Cetera’s family of companies has grown to manage over $110 billion in client assets, delivering award-winning* advisory products and solutions and sophisticated trading and technology platforms to us and other advisors across all 50 states. You can be confident that their tools, technology and support help make us more effective in our relationship with you.
Our Custodians: Pershing and Cetera Investment Services
While a broker-dealer helps supervise and facilitate the trading that converts your cash into invested assets, those assets are actually held by a custodian. Cetera Advisors works with two custodians. Cetera Investment Services LLC
Pershing is a subsidiary of the Bank of New York Mellon Corporation, which is the nation’s oldest continuously operating bank and one of the world’s leading providers of securities services. Cetera Investment Services is an affiliate of Cetera Advisors, providing brokerage and other services to its own clients in addition to providing IRA custodial services to Cetera Advisors’ clients. Both Pershing and Cetera Investment Services have to meet certain net capital requirements and are subject to regular audits, both internally and by independent firms, to ensure the appropriate handling, segregation
Our Most Important Connection: With You
While the firms behind us play important roles in our day-to-day servicing of your needs, the most important relationship we have is