Our Team



Matt Sonnen

Matt Sonnen

Founder and CEO

Matt Sonnen has over 25 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.

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



Founder and COO

Founder, Larissa (Reese) Sonnen, brings over 20 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 Children’s Hospice in Southern California.




Operations Manager

Sandra Saldana joined the PFI Advisors team in 2019 as an Administrative Assistant and was promoted to Associate and then Operations Manager in 2022.  Sandra has a strong focus on the team’s culture and experience and acts as a leader for internal administration and operations projects. Sandra manages several client projects and provides assistance to all PFI team members with their client facing projects and works diligently to leverage Matt’s time to its fullest extent. She also oversees PFI’s website content and curates social media content for the firm.  Sandra previously worked for the Culver City Chamber of Commerce where she helped businesses communicate and create long lasting relationships with their clients and surrounding communities. She graduated from Ithaca College with a BA in Creative Writing. Sandra was born and raised in South Central Los Angeles and enjoys trying different coffee blends and spending time with her rescued dog, Nova.


Matthew  Alcorn

Matthew Alcorn


Matthew Alcorn joined PFI Advisors as an Associate in 2022 after transitioning from various roles in video and movie production. As an Associate, Matthew supports all areas of our business and assists on all client-related projects, from RIA setup to M&A integrations. He also supports the CEO in the firm’s business development efforts. Prior to joining the PFI team, Matthew lead and contributed to a variety of creative projects including full-production films, corporate videos, copywriting, and script development. He graduated from Point Loma Nazarene University with a BA in Psychology and studied Directing at Art Center College of Design in Pasadena. A Southern California native, Matthew enjoys spending quality time with his growing family.


Luke Sonnen

Luke Sonnen

Director of Transition Amusement

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 9 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. He also serves as the announcer for our podcast, the COO Roundtable.  In his free time, Luke enjoys skateboarding, everything Minecraft and aspires to be a video game tester and developer when he grows up.