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New business offers combination of advanced technology and lower fees help clients

PMG PHOTO: CLARA HOWELL  - Bill Woodruff, left, and Jesse Jimerson work at WealthFactor in Lake Oswego. WealthFactor uses a technology-first approach to provide clients with more efficient and affordable investment services.

"People-light is really the concept behind WealthFactor — less people and more systems and technology," said WealthFactor owner and Lake Oswego resident Bill Woodruff.

The business was officially launched Oct. 9 and is located in the heart of downtown Lake Oswego at 470 2nd St., Suite C — one floor above Oswego Optic.

The primary service the company provides is investment advice and solutions, though there are several other resources that fall under the investment umbrella: an administrative element that makes the process convenient for the client, setup and maintenance of investment accounts in the client's name, and assistance with other financial planning needs.

"We are at an early stage in our evolution and it's entirely possible at some point we offer a more full suite of services, but my background is on the investing side and so it's a natural progression as we go from start to maturity," Woodruff said.

Before forming WealthFactor in 2017, Woodruff created and sold multiple investment-related companies, most of which, he said, had a national footprint in terms of how the services were marketed. He then wanted to take his investment background and use his skills locally.

He moved the business into the Lake Oswego office space last year, but it wasn't until recently

that Woodruff decided to hire Jesse Jimerson as a director to help with client experience and expand awareness of what the business offers.

Though Woodruff said he's not motivated by marketing or growing the business with specific goals in mind, he added that WealthFactor provides innovative ways of providing service — and expertise — that could be of value to the Lake Oswego community.

Specifically, WealthFactor offers a combination of advanced technology and lower fees help clients maximize their returns.

"I believe the biggest benefit of low fees is a reduced pressure to take risk, a reduced incentive to take risk from the investment professional's perspective," Woodruff said. "I will be successful financially if we are successful in going through this process of, first, let's make the community aware that we exist and engage in conversations of 'Can we help make what you're doing more efficient?' The goal is to maximize an investor's probability that their investment outcome is successful."


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