Founder, Larissa (‘Reese’) Sonnen, brings 15 years of industry experience to her role as Chief Operating Officer of PFI Advisors. She handles the day-to-day operations of the firm and provides experience and expertise both to breakaway advisors, as well as to 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 advisors’ transition to independence as seamless as possible. Rounding out her career, she headed Operations for a division of Schwarzkopf Professional, managing Finance and its 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 Reese’s professional development. From age 16, she owned and managed a successful equestrian business that ultimately put her through college. She 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 passionate about her philanthropic work with both Children’s Hospital Los Angeles and TrinityKids Care Hospice in Southern California.