A new financial strategies company has opened its doors in Loveland, situating itself in a decidedly casual and unassuming storefront meant to put its prospects at ease.

America’s Retirement Store, a division of Greenwood Village-based Presidential Brokerage, opened its offices within the Promenade Shops at Centerra in early February. A grand opening took place earlier this month. The company has three other locations.

Like a lot of other retail financial services firms, America’s Retirement Store provides investment advice to what its Loveland advisor, Ken Weinman, calls “Middle America,” everyday investors who need help navigating various investment strategies.

Unlike some of its competitors, the location is made to feel like a customer’s living room, with comfortable couches, a television and refreshments taking the place of a typical office.

A glass wall separates the front room from a classroom that can seat as many as 50 people for America’s Retirement Store’s monthly classes.

The one-hour classes are offered on Thursday nights and then repeated Saturday mornings every month at the store, and cover topics such as maximizing Social Security,