Alison Davies

Personal Finance, Retirement, Investing
“Alison Davies, principal of Fruition Advisors LLC, loves helping her clients achieve their financial goals and is an assiduous steward of their portfolios.”

Fruition Advisors LLC

Job Title:

Certified Financial Planner


Alison Davies established Fruition Advisors LLC in 2013 after working with an independent investment advisory firm since 2010. She has a comprehensive knowledge of financial planning and investment management issues, having worked closely with individuals and families to find personalized solutions for simple to complex financial challenges.

Alison is a CFP® (Certified Financial Planner™). This mark is the gold standard of the financial planning industry and indicates that Alison has fulfilled the rigorous experience, examination, and ethical requirements in order to receive this designation.

Alison also holds a Certificate of Completion from the Professional Sequence in Personal Financial Planning Program at the University of California, Berkeley Extension, a Series 65 license from the Securities & Exchange Commission (SEC), and she is a member of the Financial Planning Association (FPA) East Bay Chapter.

As a comprehensive financial planning firm, Alison and her team's goal is to completely understand each client’s unique financial circumstances. Their approach is to carefully analyze clients’ financial situations, provide individualized recommendations for clients to meet their financial objectives, and monitor progress. Alison's emphasis is on realistic goal-setting and the promotion of long-term financial health. She believes that everyone deserves peace of mind and security when looking toward their financial future.

Prior to entering the financial industry, Alison earned a Bachelor’s degree in American Studies from Williams College in 2000 and a Master’s degree in Literature from the University of California, Santa Cruz in 2005.


BA, American Studies, Williams College
MA, Literature, University of California, Santa Cruz
Professional Sequence in Personal Financial Planning, University of California, Berkeley Extension

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    Debt, Personal Finance
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    IRAs, Retirement Plans
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February 2017
    ETFs, Mutual Funds

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    ETFs, Mutual Funds
What are the pros and cons of mutual funds and mutual fund ETFs?
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Let’s start with the basics. What is a mutual fund and what is an ETF, and how do they work?

A mutual fund is a pool of money received from investors managed by an investment company. Mutual funds issue and redeem shares at their net asset value (NAV), the price at which you can buy or sell a share that is calculated after the market closes for the day. ETF stands for exchange-traded fund and is a collection of assets that tracks an index. ETFs are traded throughout the day at their current market price and offer more trading flexibility than mutual funds.

The tax considerations are quite different. When capital gains and dividends earned in the mutual fund are paid out to investors, investors are liable for taxes on this income. ETFs are more tax-efficient because they do not pass taxes on to investors.

The cost considerations also vary widely. Mutual funds are relatively expensive. Since they are managed by an investment company, the company incurs an array of fees that cuts into returns. ETFs are significantly cheaper. ETFs are sold through brokers, rather than directly from the fund, and have lower sales and marketing fees that cut into returns. ETFs are also more accessible because they don’t have minimums, whereas mutual funds can have minimums. However, ETFs can have a brokerage commission.

Then there's the investment strategy to consider. Mutual funds are run by professional money managers who do the research to make the buying and selling decisions within the fund. The goal of this active management is to beat the market. For some investors, the allure of outperforming the market justifies the higher cost of owning the fund. ETFs are overseen by professional money managers who try to match the ETF’s performance to its benchmark index. The goal of this passive management is to track the market and not risk underperformance. For some investors, the perceived safety of a passive strategy is more desirable than the heightened uncertainty of an active strategy.

For more information, please see my article on this subject:

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