Efficient Market Advisors, LLC is an SEC-registered investment advisory firm that constructs ETF-based portfolios for high net worth clients. The firm has been managing ETF portfolios since 2004 and believes ETFs offer low-cost, tax efficient exposure to global markets. EMA utilizes strategic and tactical asset allocation to develop 15 portfolio models of varying risk levels and time horizons. The portfolios are rebalanced periodically to maintain targets. Performance has outperformed benchmarks, with top awards from Informa Investment Solutions.

1. Efficient Market Advisors, LLC
1125 Camino Del Mar, Suite H
Del Mar CA 92014
888-327-4600
www.efficient-portfolios.com
Managed ETF Por fol
t ios

2. Firm overview
Efficient Market Advisors, LLC is a SEC-registered, separate account management firm that constructs
investment portfolios using Exchange Traded Funds (ETFs). We are 100% employee owned and serve
high net worth investors, trusts, foundations, retirement plans and institutions.
Founded in 2004 for the sole purpose of managing ETF based separate accounts, we boast one of the
longest pure ETF track records in the investment management industry. We utilize both in-house and
third-party research to construct ETF portfolios and believe that ETFs offer investors highly diversified
asset class exposure that is transparent, liquid, low cost and tax efficient.
Our mission is to deliver superior investment returns over full market cycles through the implementation
of our proprietary asset allocation process.
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3. The ETF revolution
ETF assets expected to approach $2 trillion by 2014
$2,500 1,200
AUM ($B) 1099
# of ETFs
$2,093
1,000
$2,000
800
$1,500
AUM ($B)
# of ETFs
600
$1,009
$1,000
400
219
$500
200
$311
89
$70
$0 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Sources: FactSet, Bloomberg, Strategic Insight, BlackRock®, as of 12/31/10.
Note: Projected AUM based on trailing 3YR CAGR of 20%.
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4. EMA is frequently quoted in the media
"Efficient Market Advisors dominated the managed ETF us balanced universe" - informa investment
solutions April 20, 2011.
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5. Principal Biographies
Herb W. Morgan, President and Chief Investment Officer
Mr. Morgan founded and has served as the President and Chief Investment Officer since the firm’s
inception in 2004. Prior to founding EMA, Mr. Morgan was Sr. Vice President of Advisory at
Linsco/Private Ledger Financial Services (LPL). His role involved leading the nationwide business efforts,
and managing LPL’s advisory account offerings. Previous positions include, Sr. Vice President with
Dreyfus as well as Sr. Vice President with ING Funds (then known as Pilgrim Funds). Appointed by the
Mayor, Mr. Morgan also serves as President of the Board of Administration of the San Diego City
Employees Retirement System. Mr. Morgan graduated from The University of California, Santa Cruz
(1988) with a Bachelor of Arts (BA) in Economics (Honors) and holds a Professional Certificate from The
Fiduciary College at the Rock Center for Corporate Governance, Stanford University.
Jeffrey C. Anderson, Jr., Sr. Vice President and National Sales Manager
Mr. Anderson serves as Sr. Vice President, National Sales Manager and member of the Investment
Policy Committee. Prior to joining EMA in 2008, Mr. Anderson was Founder and President of StandSure
Wealth Management, an independent investment advisory firm. Mr. Anderson has also previously worked
for Smith Barney as a Financial Consultant (1996-2003) and Tullett and Tokyo Forex (1989-1996) as an
inter-bank broker. Mr. Anderson holds a Master’s in Business Administration (MBA) from Pepperdine
University (1993) and a Bachelor of Arts (BA) in Political Science-International Relations from the
University of California, Los Angeles (1989). In addition, Mr. Anderson was awarded a Professional
Certificate in International Business from the Thunderbird School of Global Management and successfully
completed the Graduate Seminar in International Finance at the City University, London.
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6. Our investment philosophy
Our investment philosophy, rooted in academia and nurtured by real world experience, is designed to
provide "optimal" before and after tax returns to investors. We use the term "optimal" because our
investment philosophy has at its origin the widely accepted Modern Portfolio Theory, whose theory
says that for every level of risk an investor is willing to assume there is an optimal asset allocation that
is expected to produce the highest result.
We also subscribe to The Efficient Market Hypothesis which proposes that security markets are
efficient at distributing and incorporating information into security prices. Therefore the theory asserts
that no one can predict accurately over a statistically significant period of time, changes in stock
prices.
We also believe that taxes matter and utilize ETFs in our accounts due to their tax efficiency. We also
use ETFs because not only because they carry low expense ratios but because they trade their
securities infrequently and incur very little in the way of internal commission costs.
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7. Asset classes and categories
Asset allocation is the primary determinant of a portfolios return and EMA’s investment philosophy
emphasizes top down, macroeconomic research in creating an active asset allocation strategy. This
strategy is implemented through fifteen unique time and risk based portfolios. Passive security selection is
the use of an index based vehicle to gain diversified exposure to a desired asset class or category.
We use the following asset classes and categories may include:
Equities (stocks): U.S. or foreign: large cap, mid Alternative Investments (absolute return):
cap, small cap, real estate investment trusts, Commodities, precious metals, currencies,
sector or industry as well as emerging markets timber, agriculture, managed futures, hedge
fund replication, arbitrage and others
Fixed Income (bonds): Investment grade, high
yield, preferred stocks foreign or domestic Cash: Money market and bank deposit
government and agency bonds emerging market accounts
bonds
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8. Our investment process
Our investment process contains strategic, tactical and opportunistic elements. We emphasize top down,
macroeconomic research in creating an active asset allocation strategy. This strategy is implemented
through fifteen unique time and risk based portfolios.
Opportunistic
Tactical
Strategic Tactical
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9. Our investment process
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10. Our strategic asset allocation approach
Strategic asset allocation considers an investor’s time horizon and the historical interrelation of asset
class prices irrespective of the current macro economic environment or the state of the business cycle. We
use this historical perspective to create the base upon which our investment thesis and opinions are
implemented.
Optimize Core Asset Class Weightings
• Time horizon
• Historical asset class performance & correlations
• Stocks
• Bonds
• Alternatives
• Cash
• No consideration given to economic or market view
• Pure “mathematical optimization”
• Problems with a purely strategic approach
• Statistically significant data set not available
• Rules and definitions change over time, data not “ceteris paribus”
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11. Our tactical asset allocation approach
Tactical asset allocation is the process whereby a money manager implements their macroeconomic view by
adjusting upward or downward the various asset class weightings in a portfolio. We use a top down approach which
considers multiple variables including relative valuation, economic cycle positioning, interest rate spreads, monetary
and fiscal policy, political factors, yield curve analyses, industry and sector valuations.
Enact marginal changes around long term strategic weights for each “Time Horizon Portfolio”
Equity Allocation Alternative Investments Fixed Income Allocation
2. Cycle state analyses 2. Commodity valuation 2. Yield curve analyses
3. Relative valuation 3. Return expectation in 3. Credit quality analyses
traditional asset classes
4. Domestic vs. 4. Inflation expectations
international 4. Currency expectations
5. Spread analyses
5. REIT valuations 5. Merger arbitrage
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12. Opportunistic investing
Opportunistic investing recognizes that unexpected events occur periodically in capital markets.
These events generally manifest themselves in the form of an extreme over or under valuation of an
asset class, sector of industry. EMA believes there is an opportunity to add “alpha” or “value” to an
investor’s portfolio by maintaining sufficient flexibility and the willingness to act when such scenarios
present themselves.
Small “bets” around market dislocation or severe over/under valuation of an asset class
• Took REIT weight to zero
• Extreme valuation resulting from leveraged buyout frenzy
• Took commodity weight to zero
• Extreme valuation resulting form emerging market demand and oil hype
• Sector Bet
• Homebuilders extremely oversold
• Preferred stocks in credit crisis
• High yield when spreads widened to record levels
• Rebalanced off cycle and added to equity weight during extreme market selloff
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13. Our portfolios
EMA has 15 Efficient Market Portfolios models, all of which have been constructed using Modern
Portfolio theory and sophisticated financial modeling software. Target weightings of each asset class
have been determined using a complex mathematical technique known as optimization. Model
portfolios may change periodically as additional asset class performance data is included in our
optimization process.
Five time horizon portfolios with three “tilts”
• Taking Income Conservative, Moderate or Aggressive
• 2-5 Years Conservative, Moderate or Aggressive
• 6-10 Years Conservative, Moderate or Aggressive
• 11-19 Years Conservative, Moderate or Aggressive
• 20 Plus Years Conservative, Moderate or Aggressive
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14. Rebalancing
One critical component to success in investing many believe is to follow the age-old maxim "buy low
and sell high". Rebalancing is the process of selling portions of ones investment in a particular asset
class or security that has grown as a percentage of the portfolio to a level beyond its intended or
target allocation. Proceeds from the sale are used to buy additional portions in another asset class or
security that has fallen below its intended target allocation. For many investors, this means a
smoother ride towards their financial goals making the process of investing less emotional. Not only
can rebalancing between asset classes and investment styles reduce your portfolios volatility it may
also enhance it's returns over time.
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15. Performance Recognition
Informa Investment Solutions IM Top-GunsTM
• US Balanced Universe, December 31, 2011
• Six Star Award (Highest) 1 of the top 10 portfolios
 2-5 Years Moderate
• ETF US Balanced Universe, December 31, 2011
• Six Star Award (Highest) 4 of the top 5 portfolios
 2-5 Years Moderate
 2-5 Years Aggressive
 6-10 Years Moderate
 11-19 Years Conservative
Top Guns
Six St Definit
ar ion: R Squar .80 or beterr at t t benchmar for t l five y ear Ret ns gr ert t benchmar for t l t ee year St
ed t el ive o he k he ast s. ur eat han he k he ast hr s. andar deviat l t or equalt t median of t peer gr for t l five
d ion ess han o he he oup he ast
year Top t infor ion r ios for t l five year Onl t st at
s. en mat at he ast s. y en r egies can receive t highestsix st r
he ar anking.
For additionalcr er pl
it ia ease visitwww.informais.com.
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16. Composite performance (period ended January 31, 2012)
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17. Disclosure
The composite figures illustrated represent the returns only for the time periods indicated. These returns reflect the actual
investment results of a composite of clients participating in the asset allocation program. Returns shown reflect reinvestment of
all dividends and interest. Accounts less than $25,000, or with custom non model holdings or significant cash flow events are
not included in the composite. All accounts not included in this composite are in the composite Managed Account. Managed
Account results are available on request. Accounts are first added to the composite the month after the first complete month of
management by EMA. All investments, including investments in the mutual funds in the managed accounts, involve the risk of
potential investment losses as well as the potential for investment gains. Past performance is no guarantee of future results and
there can be no assurance, and clients should not assume, that future performance of any of the managed accounts will be
comparable to past performance. The performance of the managed accounts should be viewed in the context of the broad
market and general economic conditions prevailing during the periods covered by the performance information. Standard
Deviation- A measurement of dispersion about an average, depicting how widely a stock or portfolio’s returns varied over a
certain period of time. Used by investors to try to predict the range of returns that is most likely for a given investment. When an
investment or portfolio has a high standard deviation, the predicted range of performance is wide, and implies greater volatility.
Beta-The measure of an asset or portfolio’s sensitivity to the market as a whole. A beta of 1.10 shows that the asset or portfolio
has performed 10% better than its benchmark in up markets and 10% worse in down markets, assuming all other factors remain
constant. Conversely, a beta of 0.85 indicates that the asset or portfolio’s excess return is expected to perform 15% worse than
the benchmark’s excess return during up markets and 15% better during down markets. Beta performance is since inception of
the managed account. The performance numbers reported is not a solicitation to buy or sell securities, nor does it make any
claim to the suitability of the investment strategy for the individual. Securities prices may vary dramatically over time and results
will vary due to changing economic or market conditions. There is no guarantee that results will prove profitable. Actual client
results are impacted by start and end dates, withdrawals, additional deposits, and any charges imposed by the investment
custodian, which may materially affect client performance returns. Investing may involve risk including loss of principal.
Investment returns, particularly over shorter time periods are highly dependent on trends in the various investment markets.
Investment management services are generally suitable for long-term investment objectives or strategies, rather than for short-
term trading purposes. Investors should consider the investment objectives, risks, charges and expenses of the underlying funds
that make up the managed accounts carefully before investing. Prospectuses or offering documents contain this and other
important information about the fund. Please call your financial advisor to obtain the prospectuses of the current underlying
funds. Prospectuses should be read carefully before investing. For current month end performance numbers please contact our
office at 888-327-4600. The S&P 500 is an unmanaged group of securities considered to be representative of the market in
general.
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18. Contact us
Jeff Anderson
Senior Vice President, National Sales
Efficient Market Advisors, LLC
1125 Camino Del Mar, Suite H
Del Mar CA 92014
888-327-4600 x.102
jeff@efficient-portfolios.com
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19. Disclosure
Know the differences
ETFs and mutual funds each hold baskets of securities. ETFs trade on exchanges intraday at market price, which may be greater or less than net asset
value. Shares of ETFs are not individually redeemed from the fund. Transactions in shares of ETFs result in brokerage commissions and generate tax
consequences. Index ETFs are passively managed; they seek to track a market index, before fees and expenses, and do not attempt to outperform during
rising or declining markets. ETF performance may diverge from the ETF's underlying index. Mutual funds are accessed directly from the fund company or
through a select broker, pricing generally occurs once a day, and investors buy or redeem shares at the end-of-day net asset value, less any applicable
fees. Some mutual funds may charge sales loads or redemption fees. Active mutual funds seek to outperform their benchmark while the goal of index
mutual funds is to track their index. Consequently, active funds typically charge more than index-linked products for the increased trading and research
expenses that may be incurred. Mutual funds and ETFs are obliged to distribute portfolio gains to shareholders.
Investing involves risk, including possible loss of principal. Diversification and asset allocation may not protect
against market risk.
Investment comparisons are for illustrative purposes only and are not meant to be all-inclusive. To better understand the similarities and differences
between investments, including investment objectives, risks, fees, and expenses, it is important to read the products’ prospectuses'.
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