Three generations of Bills family dedicated to managed risk investing
Bills Asset Management was founded on a simple principle: investors deserve advice that puts their interests first.
After spending many years in the financial industry, we saw that too often investors were placed into strategies that focused more on selling products than on managing risk and protecting client wealth. Many portfolios were built on the idea that investors should simply ride through every market cycle and hope that markets eventually recover. Unfortunately, a large majority of investment advisors provide this type of buy and hold strategy.
We believed there should be a better way.
Bills Asset Management was created to provide investors with an independent, disciplined approach to managing wealth, one that focuses not only on participating in market gains but also on protecting portfolios during difficult market environments.
As an independent Registered Investment Advisor, we are able to focus on what matters most: providing objective advice and managing portfolios in the best interests of our clients. We are not tied to proprietary investment products or sales incentives. Our responsibility is to the people who trust us with their financial future.
Many of our clients are individuals and families who have spent decades working, saving, and building their wealth. They understand that large market losses can significantly impact long-term financial plans, especially as retirement approaches. For that reason, our investment philosophy emphasizes risk management, flexibility, and disciplined decision-making.
Markets will always experience cycles of optimism and uncertainty. Our role is to help clients navigate those cycles with a thoughtful investment strategy and clear communication.
At its core, Bills Asset Management remains grounded in the principles that led to its founding:
We believe successful investing is not about predicting every market move. It is about applying a disciplined process, staying focused on long-term goals, and helping clients invest with confidence through every stage of life.
Most investment strategies ask investors to simply ride out market declines and trust that markets will eventually recover.
At Bills Asset Management, we believe investors deserve a more proactive approach. Our investment strategy is designed to participate in market gains while actively working to reduce exposure during major downturns.
We analyze market data and use technical analysis to determine whether conditions favor growth or defense.
Portfolios focus on asset classes and sectors showing the strongest momentum.
When markets weaken, portfolios may shift toward more defensive allocations.
Major market declines can have a lasting impact on retirement portfolios.
Our investment philosophy is designed to help investors stay invested through market cycles while managing the risks that can derail long-term financial plans.
Choosing a financial advisor is one of the most important financial decisions an investor can make. At Bills Asset Management, we believe that trust is earned through experience, discipline, and a commitment to always putting our clients first.
Many of the individuals and families we work with come to us looking for a thoughtful approach to managing their wealth, one that focuses not only on pursuing growth, but also on managing risk and protecting what they have worked hard to build.
Here are several reasons clients choose Bills Asset Management.
As an independent Registered Investment Advisor, our advice is based solely on what we believe is best for our clients. We are not tied to proprietary investment products or sales incentives, allowing us to remain focused on objective, client-first guidance.
Markets will always experience periods of volatility. Our investment approach is designed to participate in market gains while seeking to reduce exposure during periods of increased risk. Protecting capital during difficult markets is a key part of our long-term philosophy.
Successful investing requires more than reacting to headlines or short-term market noise. Our process is built around disciplined decision-making and a consistent investment framework designed to navigate changing market environments.
We believe financial advice should be personal. We take the time to understand each client's financial goals, risk tolerance, and long-term objectives, allowing us to tailor our approach to their unique situation.
Financial markets can be complex and sometimes uncertain. Our goal is to communicate clearly with our clients so they understand both the opportunities and the risks involved in investing.
Our commitment is simple:
to provide disciplined investment management, thoughtful guidance, and a long-term partnership focused on helping our clients pursue financial confidence and security.
Three generations committed to your financial success
CPA, CFP® / President and Co-Portfolio Manager
Bo is the President and co-portfolio manager of our private asset management service. Bo is a licensed Certified Public Accountant (CPA) in Tennessee, a Certified Financial Planner (CFP®) certificant and received his B.S. and Masters in Accounting from the University of Tennessee Knoxville. Bo also holds the designation as a National Social Security Advisor and is licensed to sell life insurance in the state of Tennessee. Before joining Bills Asset Management, Bo spent six years with KPMG Peat Marwick LLP (Senior Tax Manager) and five years as a Vice President Finance and Tax for a large publicly traded Nashville based company. Bo and Kelly (his wife of over 30 years) reside in Nashville, Tennessee. They have 3 children, 2 dogs and 2 cats. Bo is a member of the American Institute of CPAs (AICPA), Tennessee Society of CPAs, is active in a number of financial advising societies, previously serving on the Board of Directors of the National Association of Active Investment Managers (www.naaim.org), and is active in various other community activities. In his free time, Bo enjoys fly fishing, tennis, hiking with Kelly and the dogs, and all things Titans, Vols, and Predators.
CFP® / Co-Portfolio Manager
Carter is the co-portfolio manager of our private asset management service. Carter also prepares and implements financial planning services for our clients. Growing up with his father and grandfather in the investment world inspired Carter to take on the same path and become the third generation to be a part of Bills Asset Management. Prior to joining the firm in 2018, Carter worked as a registered representative for OppenheimerFunds, Inc. in Denver, Colorado. He holds a B.S. in Finance with a focus in Marketing from the University of Tennessee. Carter is a Certified Financial Planner (CFP®) Practitioner and a member of the Financial Planning Association of East Tennessee. Carter serves on the Board of Directors for Freedom Rings, a non-profit organization with a mission to end child slavery. Outside of work Carter loves to get off the grid and take backpacking trips on the Appalachian Trail. Carter bleeds two-tone blue and is also a massive Volunteer fan much like his father and grandfather.
Founder & Chairman Emeritus
Sam is the founder and Chairman Emeritus of our private asset management service. Sam received three degrees from the University of Tennessee Knoxville, including a B.S. in statistics. Before founding Bills Asset Management in 1992, Sam spent 30 years as an administrator and professor for the University of Tennessee. In 1992, Sam began working nights and weekends to start Bills Asset Management. And in 1994, left the University of Tennessee to devote full time to the growing Bills Asset Management business. Sam and Nancy (his wife of over 60 years) reside in Knoxville, Tennessee. They have 3 children, 8 grandchildren, and 3 great-grandchildren. Sam is active in a number of financial advising societies and various community organizations, enjoys playing tennis and has traveled extensively.
Our clients include a diverse range of individuals and organizations who share our belief in managed risk investing
We are a fee-only investment adviser, which means our compensation comes solely from our clients—not from commissions or product sales. This structure ensures our interests are always aligned with yours. We use a combination of exchange-traded funds (ETFs) and mutual funds, with the bulk of our portfolios invested in ETFs, helping keep costs low while maintaining flexibility in our investment approach.
We'd love to discuss how Bills Asset Management can help you achieve your financial goals while safeguarding your principal.