Our Team

Matt Sonnen

Founder and CEO

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

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Matt Sonnen has 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 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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Co-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 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


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With 5 years of industry experience, Anna Maria Garcia oversees the formation of both office buildout and RIA infrastructure setup for breakaway advisors. Her responsibilities run the gamut, from managing vendor relationships to coordinating office furniture and technology solutions for newly-formed RIAs. She provides critical support onsite during the client transition process in tandem with the selected custodian and works with each of PFI’s clients with a high-priority, high-touch approach. Additionally, she works closely with growing 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 RIA aggregators. At Focus, she specialized in the breakaway advisory space, helping wirehouse teams successfully transition their business to the independent channel. She also assisted in various operations projects for a number of the large RIAs under Focus’ partnership. Prior to working for Focus Financial, Anna was a Client Data Analyst in Operations for JOOR, a fashion-tech startup in New York City, where she supported the daily operations of the firm, oversaw inventory and managed client contracts. She received her BA in Global Studies and Marketing from Hofstra University.

Alex Webb

Alex Webb


W: 424-336-9754

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Alex Webb joined PFI Advisors in 2018, after graduating from Miami University in Ohio with a degree in Finance. As an Associate, Alex provides high-touch client service in all areas of our business, with both breakaway advisors and existing RIAs. He works closely with all vendors making up the RIA technology suite: custodians, reporting providers, financial planning tools, research solutions, CRMs, and trading/rebalancing solution providers. Prior to PFI, Alex interned at MAI Capital Management, a multibillion-dollar RIA in Cleveland, OH with over 70 employees. Alex performed financial market research and developed an understanding of the firm’s proprietary investment strategies. Excited to be living in Southern California, Alex hopes to earn his CFA designation in the years to come.

Luke Edward Sonnen

Luke 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 5 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, Voltron and Paw Patrol.