Our Team

Matt Sonnen

Founder and CEO

W: 424-336-9751 | C: 310-913-8015

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Prior to founding PFI Advisors, Matt Sonnen learned the ins and outs of the wirehouse model at Merrill Lynch in the late 1990s. After leaving Merrill in 2005, he was introduced to the RIA marketplace a few years later when he helped build the infrastructure for Luminous Capital prior to its founding in 2008. As COO and CCO at Luminous, he navigated the technology and compliance challenges as the firm grew from $1.7 billion in assets to nearly $6 billion in less than five years. Luminous Capital sold to First Republic Bank for more than $100 million in 2012, after which Matt headed to Focus Financial Partners in New York City. There, he helped breakaway teams and recently-formed RIAs develop strategic initiatives to benefit from best practices, streamline operations, and improve efficiency before heading back to California to launch PFI Advisors with his wife and business partner.

Larissa Marcontell Sonnen

Founder and COO

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Larissa Sonnen is Co-founder and Chief Operating Officer of PFI Advisors LLC. She handles the day-to-day operations of the firm and provides experience and expertise both in the breakaway part of the business, as well as the technology and operations consulting engagements for existing RIAs. A former AXA financial advisor, she worked exclusively with high net worth clients and business owners, which provides her the detailed insights to make a wirehouse team’s transition to independence as seamless as possible. Rounding out her career, she headed Operations for a division of Schwarzkopf Professional, managing Customer Service centers in the U.S. When Schwarzkopf was sold to a German conglomerate, she oversaw the systems transition to SAP and managed her Finance division’s move to the Philippines.

Being an entrepreneur has been a key part of her professional development . From age 16, she owned and managed a successful equestrian business that ultimately put her through college. Larissa studied at the University of Twente in the Netherlands and graduated with honors from California State University, Northridge with majors in both Business Law and Marketing. In her spare time, she is a private pilot and continues to be actively involved in the equestrian world.

Anna Maria Garcia

Analyst

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As an Analyst with PFI Advisors, Anna Maria Garcia oversees the formation of both office infrastructure and RIA infrastructure for breakaway advisors. Her responsibilities include everything from vendor relationships to office furniture and technology solutions for newly-formed RIAs. Additionally, she works closely with existing RIAs in consolidating and better integrating their back office infrastructures and offering hands-on M&A operations support. She developed an expertise in these critical wealth management support structures with Focus Financial Partners, one of the industry’s leading aggregator and roll-up firms. At Focus, she specialized in the breakaway advisory space, helping large wirehouse teams successfully transition their business to the independent channel. Prior to Focus Financial, Anna was a Client Data Analyst in Operations for JOOR, a fashion-tech startup in New York City, where she oversaw inventory and client contracts. She received her BA in Global Studies and Marketing from Hofstra University.

Luke Edward Sonnen

Director of
Transition Amusement

W: 424-336-9750

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Luke Sonnen provided on-site support at two different wirehouse breakaway successes, totaling more than $1.5 billion of client assets — all before his first birthday. When the hours get long and the stress levels begin to rise during the all-important “break weekend,” Luke, now three years old, provides a moment or two of levity to put a smile on everyone’s face and remind all of us what is truly important in life. In his free time, Luke enjoys tractors, monster trucks, and his baby sister, Layla Paige.