Adam Bold, the founder and chief investment officer of The Mutual Fund Store, a uniquely marketed fee-based investment advisory, sees himself as an industry visionary. The Mutual Fund Store advises on more than $250 million in assets under management and has offices in Overland Park, Kansas; St. Louis and Springfield, Missouri; San Diego; Omaha; and Indianapolis.

After experiencing an "epiphany" some six years ago, Bold started the company in Kansas City expressly to focus on mutual funds. The brokerage-house veteran came to the conclusion that investors were simply not getting sound, objective advice. "I found that the only way to achieve consistency in performance was through mutual funds," he told the MutualFundWire. Today, his "Store" provides no advice on estate planning, taxes or insurance issues.

Moreover, the Store really does operate out of retail-like store chains situated on Mainstreet, USA, including the epicenter of American commerce -- shopping centers. The company currently employs about 40 people in six stores and works under uniform investment policies set by Bold, who also hosts a radio show called "the Mutual Fund Show."

The enterprising Bold aims to expand the Store to the nation's top 100 markets in three-to-five years. Indeed, he sees up to 25 store launches through next year, as he is eyeing major markets outside of the firm's current Midwest base.

Bold has found the retail-store concept successful in targeting investors looking to invest between $50,000.00 to $500,000.00 - a market niche he sees as underserved. The Store also provides retirement consultant and advice services to small-plan sponsors, targeting the 25-to-200-employee segment. Bold emphasized his company's ability to deliver personalized, tailored service and communications.

The Bold vision is also expressed in a sharp focus on fund-management quality. He makes it a point to "know" portfolio managers well, and only recommends those funds backed with solid management skills. Indeed, to the pique of fund wholesalers, he carefully screens their calls and emails, initiating contact with only those he deems worthy.

"We don't care about the (brand) name of a fund, we pick and choose funds looking for the best (portfolio) managers," he said, adding that most wholesalers do not make any headway with him as they are usually intent on selling a family or group of funds.

The Store works primarily with Schwab institutional brokers with respect to fund clearing and custodian duties. The company also provides Fidelity's custodian platform for clients already under that firm's plan.  

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