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Clear direction. Peaceful future.


Fee-only financial planning and asset management.





What Sets Us Apart


The Tri-Lateral Pillars of Financial Health


At Clarity Asset Management, your financial health plans begin with what we call the "Unifying Center." This Center is the foundation of our understanding and relationship with you – discovering your life purpose, your values and goals, your perspectives and expectations related to risk and investing, etc.  – which is then depicted in a comprehensive financial plan. What is emphasized in the investing, spending, and giving pillars flows from that Center, causing every piece of the plan to work in unison, allowing you to move through life transitions seamlessly while achieving your long-term financial goals.


diagramINVESTINGSPENDINGGIVINGUNIFYINGCENTERConcern forFutureGenerationsConcern forFamilyConcern for Community


Understanding Your Risk Tolerance


Do you know how risky your portfolio is? We will help you understand your own risk tolerance and the volatility you can expect from your portfolio.


What is Your Risk Number?


What is ESG Criteria-based Investing?


Within the realm of Socially Responsible Investing, ESG Investing has emerged as a more efficient way to invest according to your values. ESG stands for Environment, Social, and Governance; we encourage you to watch the video below for a short introduction. We have put together additional portfolio options to align with your socially conscious values. 


The stock market is a device to transfer money from the ‘impatient’ to the ‘patient’.

Warren Buffet

Our Team


Don Erickson, ChFC Photo

Don Erickson, ChFC

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Don Erickson

Don Erickson, ChFC

Don serves as President and CEO of Clarity Asset Management. He has over 30 years of experience in the financial services industry and oversees all financial planning at Clarity. Don’s expertise is in developing financial plans to help people meet their long-term financial goals.

Don graduated from Iowa State University in 1979 with a degree in Industrial Science and lettered as a member of the Cyclone wrestling team. He received both his Chartered Life Underwriter and Chartered Financial Consultant designations from the American College in 1987. Shortly after, Don started a company called Resource Planning Group with a desire to break away from the traditional approach to financial advising which included gaining commissions from selling certain products. He began with a “fee only” compensation method to allow for objective financial planning while seeking to alleviate any conflicts of interest – and that is how we are still operating today. In 2012, Don merged Resource Planning Group with Clarity Asset Management.

Don and his wife, Becky, have been together since 1976 and currently reside in Ames. They have two daughters, Amber and Casee, and numerous grandchildren. Don enjoys spending time with his grandkids, volunteering, and doing numerous outdoor activities. He is a past President of the Ames Foundation and the Ames Town & Country Kiwanis and currently serves as Treasurer of Kiwanis. Don is also a past Treasurer of the Story County Community Foundation.

“I began this company to give people unbiased financial advice from someone they trust. I am still in the business because I love meeting new people and working with them through their unique financial planning issues.”

Steve Larson, CMFC Photo

Steve Larson, CMFC

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Steve Larson

Steve Larson, CMFC

Steve is currently the Vice President and Chief Investment Officer of Clarity Asset Management, and has worked with Don since January of 2000. Steve’s expertise is in asset management and developing personalized investment portfolios within the context of an overall financial plan.

Steve graduated from Iowa State University in 1975 with a business degree in Industrial Administration. He was employed by Des Moines Savings & Loan and Ames Savings & Loan, from 1975 to 1989, where he was Assistant Vice President and Chief Financial Officer, and a member of the Financial Managers Society. He holds the Series 65 license, the Chartered Mutual Fund Counselor designation from the College for Financial Planning, and a Certificate of Financial Planning from the Boston University Center for Professional Education.

A resident of Ames since 1971, Steve and his wife, Shelly, have four children and numerous grandchildren. He is active in theological education and pastoral leadership, his full-time profession from 1989 to 2000. Steve conducted leadership training seminars throughout the United States and Southeast Asia throughout that time and continues to travel to Myanmar and Thailand, helping church networks with leadership training and community development projects. Locally, he serves on the board of the Matthew 25 House, a faith-based halfway house for former inmates, and he helped found the Two Paths mentoring ministry to Story County Jail inmates and their families.

“The field of financial planning and asset management has been a lifelong pursuit for me. I enjoy working with people in trusted relationships, addressing and helping to fix financial health issues. This, I believe, not only benefits those individuals and families but also contributes to the health and prosperity of our whole community. I enjoy communicating the complexities of investing and investment analysis in terms that are easy to understand.”

Kacy Bass, CFP® Photo

Kacy Bass, CFP®

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Kacy Bass

Kacy Bass, CFP®

Kacy serves the team as a financial planner. Partnering with Don’s 30 years of experience, Kacy adds a fresh insight to our team’s financial planning approach. His role has evolved since joining our team in 2014, when he began as a Client Services Specialist.

Kacy earned his undergraduate degree in Biblical Studies from Trinity International University in 2012. He was also a member of the school's basketball team. Kacy is an Investment Advisor Representative and became a Certified Financial Planner™ Professional in 2016. He is currently studying Family Financial Planning through Iowa State University's master’s program, with an expected graduation date of May 2018.

Kacy and his wife, Sophie, live in Ames with their sons, Frederick and Kliff. Kacy enjoys being out and about with his family, playing basketball, and cheering on the Cyclones.

“I enjoy being a financial planner because of the relationships I have with the people we serve. Through financial planning, my desire is to help every person we work with to live a more satisfying and purposeful life.”

Deb Conlon Photo

Deb Conlon

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Deb Conlon

Deb Conlon

Deb Conlon is Vice President, Chief Financial Officer, and an Investment Adviser Representative.  She has been with the firm since 1999.  Deb’s role with clients is mainly behind-the-scenes managing client investment objectives, tax implications with trading, cash flow needs, performance reporting, and billing and collection.  

Deb graduated from Iowa State University in 1985 with a B.B.A. degree with an emphasis in Accounting.  She began her career in corporate accounting and has worked mainly part-time since joining Clarity so that she could be involved in her three children’s activities.  She was actively involved in PTO, volunteered in the schools and church classrooms, and coached youth sports.  She later volunteered at HCI Care Services and mentored high school students in the Freedom for Youth program.  She is currently working with the Middle School Youth Group at her church and leading a women’s bible study group in the Bible Study Fellowship program.

Deb and her husband, Mike, reside in Urbandale and have three grown children and two granddaughters.   She enjoys being a grandmother, serving in the community, and being outdoors and active.

“I enjoy analyzing situations that maximize the benefits of our clients’ accounts.  I am happy to be a part of the team in the back office, but love any opportunities to get to know our clients when they come visit.”

Julie Siegel Photo Julie Siegel Hover Photo

Julie Siegel

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Julie Siegel

Julie Siegel

Julie Siegel is the Chief Compliance Officer of Clarity Asset Management. Her role is to oversee all of our activities to make sure we are meeting compliance standards.  

She graduated from Iowa State University in 1990 with a bachelor’s degree in Mathematics.  She worked with us from 1995 through 2003 and then returned to the team in 2013 after being home with her children for 10 years.  She has also worked part-time as a bookkeeper for several small businesses and non-profits over the last 20 years.   

Julie and her husband were married in 1993 and have two children and live in Ames.  She enjoys family time, watching her children perform and play sports, being involved with her church family and yoga.  

“I love being a part of the team at Clarity.  I can use my gifts to fill a behind-the-scenes, but necessary, function to help ensure we are providing the very best service to our clients.” 

Nevin Conlon Photo

Nevin Conlon

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Don Erickson

Nevin Conlon

Nevin joined our team in 2016 as a Client Service Representative. He oversees all communication, form processing, and handles any service-related questions and issues.

Upon graduating from the University of Northern Iowa with a math education degree, he taught five years of junior high math and coached basketball in Cedar Falls, Iowa. In December 2015, he earned his master’s degree in education. After attending a personal finance course through his church and later teaching a personal finance course in his junior high school, Nevin decided to make a career change to pursue this passion for helping others with their finances. This decision also includes spending the next couple years working toward a Certified Financial Planner designation.

Nevin and his wife, Sami, live in Ankeny with their two daughters, Eiley and Nora. He enjoys spending time with family, as well as reading, playing board games, and participating in various activities and groups through his church.

“I love teaching people. I have a passion for seeing others succeed and I enjoy being a part of the process to make that happen. Financial planning is a personal subject and while it is sometimes challenging to see different situations, I love working together to come up with solutions. I desire to help others walk through the process of developing, prioritizing, and pursuing their life-long goals.” 

All financial success comes from acting on a plan. A lot of financial failure comes from reacting to the market.

Nick Murray

Contact Us



Address

Clarity Asset Management, Inc.
2117 Philadelphia Street, Suite 100
Ames, IA 50010

Fax

(515) 233-1979

investing tri-lateral pillar


Focus:
Stability and Growth
Motivation:
Preservation of Wealth
Enabling Virtues:
Patience and Contentment
Destructive Vices:
Short-sightedness and Greed
Educational Emphasis:
Modern Portfolio Theory
Planning Tool:
Investment and Retirement Plans
spending tri-lateral pillar


Focus:
Lifestyle and Quality of Life
Motivation:
Enjoyment of Life
Enabling Virtues:
Discipline and Self-Control
Destructive Vices:
Sensuality and Impulsiveness
Educational Emphasis:
Setting Goals and Budgeting
Planning Tool:
Family Budget
giving tri-lateral pillar


Focus:
Making a Difference
Motivation:
Giving Back to Society, Family
Enabling Virtues:
Benevolence and Philanthropy
Destructive Vices:
Indifference and Selfishness
Educational Emphasis:
Estate and Charitable Tax Law
Planning Tool:
Estate and Charitable Plans