Founder and CEO
Matt Sonnen has over 20 years of experience in the financial services industry. Prior to founding PFI Advisors, he 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 served as Vice President of Strategic Operations and worked with breakaway advisors seeking Independence. He also worked with the RIA partner firms across the country in developing their strategic initiatives to benefit from best practices, streamline operations, and improve back office efficiencies. In July of 2015, Matt moved back to California to launch PFI Advisors with his wife and business partner. As Founder & CEO, he works to help advisors achieve financial independence.