GuidedChoice Names Lawrence Ford as Executive Vice President

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Business Development Expert to Drive Broader Distribution Strategies

Lawrence’s depth of experience in many sectors of a complex business makes him a valuable strategic partner.

GuidedChoice, a leading provider of investment advice, managed account services, and strategic solutions for retirement plans and individuals, has announced the addition of a key team member: Lawrence Ford joins the company as Executive Vice President of Sales. An industry veteran with a wide range of expertise, Ford brings to GuidedChoice a history of creating innovative approaches to meet the needs of changing markets and streamline delivery of financial services.

“Lawrence’s depth of experience in many sectors of a complex business makes him a valuable strategic partner as we broaden our offerings to retirement plans, financial professionals, and individuals,” says CEO Sherrie Grabot. “And on a tactical level, his focus on reaching underserved markets creatively and efficiently aligns closely with our own approach.”

Prior to joining GuidedChoice, Ford was Senior Vice President of National Investment Managers, Inc., where he established processes and a technology platform to integrate cross-selling efforts among retirement plan TPAs, recordkeepers, and financial advisors.

Previously he founded Ford Consulting Group, an investment services and consulting firm in the 401(k), 403(b) and 457 defined contribution sectors. On the financial services side of the business he created a streamlined, technology-intensive operation that experienced rapid and sustained success, becoming a top-ten producer nationally within four years. On the consulting side, through his Client Conservation Consulting company, he specialized in developing client retention programs and cross-selling strategies. In 1999, Ford served on CitiGroup’s advisory committee to manage marketing and cross-selling issues relating to the company’s historic merger with Travelers.

“Lawrence has seen every side of this business,” says Tom Condron, GuidedChoice’s Executive Vice President of Client Relationships. “In addition to his hands-on advisory and business development experience at several levels, he has a talent for creating go-to-market strategies and positioning both for new companies and long-established ones. Considering our entrepreneurial culture, our expanding lineup of solutions, and the changing nature of our markets, we expect him to play a major role in our success as we continue to grow.”

Ford earned a bachelor’s degree in business administration and communications from the College of Wooster in Ohio, and holds numerous licenses and registrations including: Series NASD Series 6, 63, 65, 66, 7, 24, Variable Annuity, Life and Health, Registered Investment Advisor Representative, and Accredited Investment Fiduciary. Lawrence has published articles in numerous business periodicals and been a featured speaker at events and conferences including Stanford University’s annual Entrepreneur Conference.

About GuidedChoice
GuidedChoice is an independent investment advisory firm specializing in investment advice, managed account services and strategic solutions for corporate and public retirement plans, advisors and individual retirement plan participants in many of the largest defined contribution plans in the U.S. GuidedChoice advice and managed account services are also available through several institutional partnerships. GuidedChoice advice is based on trusted industry standards of asset allocation using Modern Portfolio Theory developed by co-founder and Nobel Laureate, Dr. Harry Markowitz. GuidedChoice is headquartered in La Jolla, CA, with sales and communications offices in Los Gatos, CA and Hartford, CT. For more information, visit

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Donna Lehman


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