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 Pure 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, a former AXA Financial Advisor, Operations professional, and Entrepreneur, and as COO of PFI Advisors, manages the day-to-day operations of the firm. Anna Maria Garcia is an Analyst and has been with PFI since it’s founding. Matt and Anna worked together while at Focus Financial on several breakaway transitions and operations projects. Alex Webb joined the team as an Associate in Summer 2018 after graduating from Miami University in Ohio where he interned with a $5 billion dollar RIA.