Understanding Risk

We all look at rewards and risks differently based upon our varying life experiences and personal financial experiences, this is normal.

At Integrity Wealth Advisors we utilize a Risk Number to objectively pinpoint individual investor risk tolerance. The Risk Number questionnaire process was built upon decades worth of behavioral economic work including, but not limited to, the academic framework called Prospect theory (Princeton.edu)  which won the Nobel Prize for Economics in 2002.

The Risk Number, and corresponding risk/reward range, empowers the advisor-client relationship with stated expectations.  Gone are the days of clients and advisors putting their faith in subjective, loosely defined semantics such as moderate, conservative, moderately conservative.


With a Personal Risk Number™ You Will:

 Learn About Your Risk Tolerance Align Your Portfolio Objectively Address Your Retirement Goals

Risk Number™ is powerful technology that identifies acceptable levels of risk and reward in your financial portfolio that you are comfortable with. Using this tool, we ensure that your portfolio aligns with your investment goals and expectations. Together we strive to take the guesswork out of your financial future.

Get your Risk Number™


The first step is to complete a 5-minute questionnaire

This will cover topics such as portfolio size, top financial goals, and what you’re willing to risk for potential gains. Then we’ll pinpoint your exact Risk Number™, and use it as a guide in creating your individual financial plan.

We will also review your current investments. A lot of people have more risk in their portfolios than they previously realized. This technology empowers us to make sure the Risk Number™ of your portfolio matches your personal Risk Number™.

Get your Risk Number™


After pinpointing your Risk Number™, we’ll craft a portfolio that aligns with your personal preferences and priorities, aiming to help you to feel comfortable with your projected outcomes. The resulting proposed portfolio will include projections for the potential gains and losses we should expect over time.

Stress Test Investments

Stress tests illustrate how your proposed portfolio would have fared through various market events over the past 8 years, including the financial crisis and recovery.

Review Risk & Reward Potential

We can visualize the risk and reward profile for each individual investment we propose for your portfolio. Illustrating risk, reward and diversified risk gives us a powerful tool to review before we make any final investment decisions.

Get your Risk Number™


Build a personalized independence plan for your financial future

We will also review your progress toward your financial goals by building a personalized independence plan Map. When we are finished, you’ll fully understand what we can do to increase the probability of success.

Get your Risk Number™


Gary & Renee Smith


The Smiths are a retired couple who reached out to us to review their portfolio after becoming concerned with its performance. We examined the portfolio and measured the risk within, and determining that it had a risk number of 78.



After taking the risk exercise we discovered that their true risk number was 29, significantly lower than the current amount of risk carried in their portfolio. The Smiths were taking far too much risk according to their true risk tolerance, it’s no wonder they felt so uncomfortable with their retirement savings investment portfolio! The Smiths became clients and we implemented a financial plan & a portfolio that was in accord with their risk number and current lifestyle all the while seeking opportunity in the current economic landscape.

Get your Risk Number™






Our Core Values


Our clients have placed us in a position of trust and we take that duty seriously. As fiduciaries for our clients, it means we follow a high fiduciary standard of care that requires us to put your interests above our own.


  • Act in your best interest
  • Be transparent about costs and fees associated with our services
  • Disclose any conflicts of interest that may be present when providing recommendations
  • Help you understand all of the options available to you
  • Provide prudent investment advice
  • Avoid high cost or high commission products
  • Be truthful with you about the risks you take when investing

If you are worried that the advisor you are currently working with may not be acting in your best interest, schedule a meeting with us and get a second opinion. The initial consultation is complimentary and it may help put your mind at ease.

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