PFI Advisors provides a customized consulting model to navigate the many choices of technology, business and RIA infrastructure needed to transition wirehouse businesses into the RIA universe. No basis points, no percentage of earnings, no equity required – that is Pure Financial Independence.
PFI Advisors was founded by Matt Sonnen, the former COO and CCO of Luminous Capital, one of the industry’s greatest breakaway success stories for transitioning a large Merrill Lynch team into the RIA channel. Starting with $1.7 billion, the firm grew to nearly $6 billion in AUM over a 4 1⁄2 year period, ultimately monetizing the business for more than $100 million. After transitioning Luminous Capital into First Republic Bank, Matt joined Focus Financial Partners, the leading aggregator of RIAs. There, he helped breakaway teams and recently formed RIAs develop strategic initiatives to benefit from best practices, streamline operations, and improve efficiencies.
Matt has teamed with his wife, Larissa (Reese), a former AXA financial advisor, operations professional, and entrepreneur; and Anna Maria Garcia, an Analyst he worked with at Focus Financial on several breakaway transitions and operations projects.