Market forecasting and stock-picking are dressed-up forms of gambling, the federal bailout was an unjust grab at private enterprise and gold is an ineffective hedge against inflation. Any financial advisor who's followed Matson Money via Livestream or YouTube videos, Facebook updates or Twitter feeds has heard Mark Matson, the firm's founder and chief executive officer, push these points of view.

Specific equity recommendations to individuals and comments from clients that the SEC might deem to be testimonials, however, are notably missing. Those are the sorts of messages that might get Matson Money sanctioned under regulations governing ads by investment advisors. Social media and networking sites are indispensable components of Matson Money's marketing strategy and the firm's unusual business model, so Matson treads carefully.

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