CNBC's top financial advisor follows a guiding principle: "We avoid timing the market."

• In 2024, CNBC ranked Heritage Investment Group as the top financial advisor in the U.S. among the top 100.
• According to Frederick MacLean, the president of the firm, the key to its success lies in taking a long-term perspective. The company does not engage in market timing, stock picking, or tactical asset allocation, and it does not respond to market fluctuations or economic news.

Frederick MacLean, Heritage Investment Group's president, remains unperturbed by criticism of his strategy being mundane. In fact, he embraces this description.

Heritage Investment Group, ranked No. 1 on CNBC's list of the top 100 financial advisors in the U.S. for 2024, follows a single golden rule: "We never time the market for any reason."

Despite the stock market reaching new heights, declining inflation, and slowing job growth, as well as the Federal Reserve's recent half-point rate cut and the upcoming U.S. presidential election, MacLean remains committed to his beliefs.

The firm maintains a longer time horizon to navigate the ups and downs, as MacLean said.

He stated that we are long-term investors who do not engage in market timing, stock picking, or tactical asset allocation, and we do not react to market movements or economic news.

"Having a sound investment process is crucial now more than ever," he emphasized.

MacLean stated that portfolios are constructed to withstand any upcoming challenges, as our use of suitable asset allocations, rebalancing, and investment tools enables clients to remain on track.

"According to MacLean, markets are highly efficient and the rate cut serves as a good illustration of this."

On Sept. 18, the three major averages initially slid on news that the Fed dialed back interest rates by a half point. However, they later climbed higher and ended the week with the Dow Jones Industrial Average and S&P 500 reaching new all-time highs on Sept. 20.

The advantages of 'quiet discipline'

It is challenging to accurately predict market fluctuations, as financial experts advise.

According to a Wells Fargo analysis published earlier this year, the 10 best trading days by percentage gain for the S&P 500 over the past three decades all took place during recessions, frequently in close proximity to the worst days.

"Our success can be attributed to our quiet discipline, even though we may be accused of being boring," MacLean stated.

MacLean emphasized the importance of focusing on the planning aspect of the business, including retirement and estate planning, cash flow management, and tax strategies.

Recognizing the importance of objective, fiduciary advice for long-term investor success, MacLean stated this from the beginning.

Their ability to connect with the next generation of clients has been a key factor in their success, something other financial advisory firms have struggled with.

MacLean stated that it's natural for clients to recommend us to their children.

It helps that everyone at the 20-person firm is on the same page.

Heritage, established in 1993 and with branches in Tampa, Orlando, and Pompano Beach, Florida, is predominantly a family business that originated from an estate planning law firm founded by my parents in 1974.

MacLean collaborates with his sister, son, and some of his oldest friends, including Timothy Slattery, who is the chief investment officer.

Heritage Investment Group manages over $1.7 billion and has more than 2,050 clients.