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"I still feel like NAPFA is one of the best kept secrets in the planning world and we want to change that," NAPFA CEO Geoffrey Brown says.

Allen Denson is a partner with the financial services law firm of Hudson Cook.

Geoff Brannon is chief financial officer of Oversight Systems, a provider of automated financial risk management and compliance monitoring solutions.

“The broker-dealer world has tried to hang their hat on suitability, and if you close your eyes a little and squint, they almost look like fiduciaries — but not really,” one advisor says.

Tiffany McGhee is a partner at Momentum Advisors, where she heads the firm's institutional client services practice. Previously, she worked for TIAA-CREF.

Chris Hamel is an Advisory Board member of the Municipal Bonds for America council and a Senior Fellow with Municipal Market Analytics.

Marc McDonough is senior vice president of Schwab Investor Services.

Less than a third of those polled analyze transaction costs before a trade.

Cathy Beardsley is president and CEO of Segpay.

The latest moves bolster the firm’s presence in the Northeast.