Promoting Financial Independence

Promoting Financial Independence

Who is PFI Advisors?

Operations & Technology Consultants for the RIA Industry

PFI Advisors is available to consult on many of the operational and strategic issues facing firms as they continue to grow and need scale. We typically work with large RIAs and those firms striving to reach the elusive billion-dollar AUM mark.  Services include:

  • Operational diagnostic of an RIA’s major systems and workflows
  • Pre-merger back office preparation and planning
  • Post-merger integration support
  • Retainer-based COO Resource support to optimize a firm’s operations and overall business strategy

PFI Advisors also provides “white glove” transition support for billion-dollar breakaway teams that feel they already have the scale to start their own RIA without partnering with the national platforms that are currently prevalent in the industry.

We remain focused on our mission:

To further evolve the RIA industry from a collection of “practices” to “businesses,” and to be a continued voice in validating the industry as a legitimate landing spot for billion-dollar teams and their clients.

We provide 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 financial independence.

PFI Advisors was founded in late 2015 by Matt and Larissa (Reese) Sonnen.  Matt is 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.  Reese is a former AXA Financial Advisor, Operations professional, and Entrepreneur. As COO of PFI Advisors, she manages all day-to-day operations of the firm, including Finance, Technology, HR, as well as supporting client projects and the marketing efforts of the firm. Anna Maria Garcia is an Analyst and has been with PFI since its founding. Matt and Anna worked together while at Focus Financial on several breakaway transitions and operations projects – she leads several PFI initiatives, including managing client projects, developing internal processes, and producing industry content. Jay Veale joined the team as an Associate in Summer 2019 after graduating from the University of California, Berkeley. Sandra Saldana also joined the team in Summer 2019 after working for the Culver City Chamber of Commerce for a number of years.