Sequoia Financial Group
Sequoia Financial Group is an independent, SEC-registered wealth manager founded in 1991, managing $32B in AUM for HNW and UHNW individuals and families across all 50 states via integrated financial, tax, estate, and retirement planning through 40+ offices and 287 employees.
- Company typePrivate
- Founded1991
- HeadquartersAkron, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Sequoia Financial Group does
Sequoia Financial Group is an independent, SEC-registered investment advisor founded in 1991 by Tom Haught and headquartered in Akron, Ohio. The firm provides integrated wealth management services — including investment management, retirement planning, estate planning, tax planning, risk management, and charitable giving — to high-net-worth and ultra-high-net-worth individuals and families across all 50 states. Sequoia operates through a national network of more than 40 office locations and approximately 287 employees, with specialized planning modules for business owners, executives, physicians, first responders, and families with special needs. The Sequoia Sentinel Family Office sub-brand serves ultra-high-net-worth families with multi-family office capabilities including institutional-quality research, family governance, and multigenerational wealth transfer advisory.
The firm earns revenue primarily through fees calculated as a percentage of assets under management ($32B as of December 31, 2025), supplemented by flat advisory fees and tax preparation services through affiliated Sequoia Tax Services. Sequoia's underlying technology platform is an open-architecture investment management system integrated with Charles Schwab and Fidelity custodian platforms, supported by the Sequoia Connect client portal and a Feathery-based AI-native digital onboarding workflow that consolidates Salesforce, Box, and DocuSign integrations. Growth has been driven by a combination of consistent organic client acquisition (three times industry average) and aggressive M&A — 18+ strategic acquisitions since 1991, with notable activity since 2021 including Zeke Capital Advisors ($5B AUM), Carlson Capital Management ($3.8B AUM), and Eide Bailly Wealth ($1.58B AUM).
Sequoia received a $200M minority investment from Valeas Capital Partners in October 2022 at a $1B post-money valuation, and has been recognized annually on Barron's Top 100 RIA Firms list since at least 2019 (30th in 2025) and on Newsweek's America's Top Financial Advisory Firms 2025. The firm ranks as a Top 10 national RIA and a Top 10 RIA Acquirer per Fidelity M&A Transaction Reporting.
Sequoia Financial Group firmographics
Firmographics- Name
- Sequoia Financial Group
- Legal name
- Sequoia Financial Group, LLC
- Website
- https://sequoia-financial.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Sequoia Financial Group is an independent, SEC-registered wealth manager founded in 1991, managing $32B in AUM for HNW and UHNW individuals and families across all 50 states via integrated financial, tax, estate, and retirement planning through 40+ offices and 287 employees.
- Ownership category
- akta.pro rank
Sequoia Financial Group industry classification
Industry- Product category
- Wealth Management Services
- NAICS
- Trust, Fiduciary, and Custody Activities (523991), Trusts, Estates, and Agency Accounts (52592)
- akta.pro primary industry
- Family Office Advisory (Single/Multi-Family) (FSAEAAAI)
- akta.pro secondary industries
- Trust & Fiduciary Advisory for HNW/UHNW (Trust Structuring & Trustee Oversight) (FSAAABAF), Personal & Family Trust Services (FSAAANAA), Family Office Trust & Fiduciary Services (FSAEAKAF)
Keywords
Where Sequoia Financial Group is headquartered
LocationHeadquarters
- HQ city
- Akron
- HQ country
- United States
- HQ region
- North America
Offices42 records
Markets served
Sequoia Financial Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Assets Under Management (AUM) Fees: Fee-based model where revenue is derived from a percentage of assets under management. As a fiduciary, Sequoia uses transparent fee structures aligned with client outcomes - when clients succeed, the firm succeeds.
- Advisory Fees: Flat-rate advisory fees in addition to AUM-based fees, providing transparency and objectivity.
- Tax Preparation Services: Through affiliated entity Sequoia Tax Services, the firm offers tax return preparation services to clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Assets Under Management Fee Structure |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Sequoia Financial Group product offering
Product offeringCore offering
Sequoia Financial Group delivers integrated, fee-based wealth management services to individuals and families across the wealth continuum, coordinating investment management, retirement planning, estate planning, tax planning, risk management, and charitable giving under a single fiduciary advisor team. The firm also operates Sequoia Sentinel Family Office for ultra-high-net-worth families and offers specialized planning modules for business owners, executives, first responders, physicians, and families with special needs.
Product overview
Sequoia Financial Group operates as a national registered investment advisor offering an integrated, client-centered wealth management platform with $32 billion in AUM. The core offering is the Integrated Wealth Management platform, which surrounds clients with a dedicated team providing coordinated planning across investment management, retirement planning, estate planning, tax planning, risk management, and charitable giving. Above this sits Sequoia Sentinel Family Office, a boutique family office service for ultra-high-net-worth families offering institutional-quality research, family governance, and comprehensive family office services. The platform also includes specialized planning modules targeting specific client segments: business owners, executives, first responders, physicians, and families with special needs. Supporting infrastructure includes Sequoia Connect (online client portal), Sequoia Tax Services (affiliated tax preparation), and specialized insurance advisory through Long Road. The company has grown significantly through acquisitions, integrating acquired brands including Zeke Capital Advisors (basis for Sentinel Family Office), Carlson Capital Management (in-house tax services), Karpas Strategies (ultra-high-net-worth services), and multiple regional wealth managers.
Differentiator
Problem solved
Functional benefit
Brands
- Sequoia Sentinel Family Office: Serves families of exceptional means through long-term thinking, comprehensive planning, and robust investment capabilities for ultra-high-net-worth clients.
- BUILT FOR YOU
- Sequoia Tax Services
Products and services
- Integrated Wealth Management Client-centered wealth management approach that surrounds clients with a team of specialized professionals offering coordinated planning across investment management, retirement planning, estate planning, tax planning, risk management, and charitable giving for high-net-worth individuals and families.
- Sequoia Sentinel Family Office Boutique family office experience serving ultra-high-net-worth families with custom investment management, institutional-quality research, integrated wealth planning, philanthropic advisory, family governance, multigenerational wealth transfer, and trustee services.
- Investment Management
Quantifiable outcome
- 45% reduction in custodian account opening time after implementing Feathery digital onboarding platform
- +3 more outcomes
Companies that use Sequoia Financial Group
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles7 records
Sequoia Financial Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability2 records
Feature3 records
Sequoia Financial Group partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered major, core and minor.
- Eide BaillymajorStrategic partnership with Eide Bailly LLP, a top-20 national accounting firm, involving the acquisition of Eide Bailly's $1.58 billion wealth management practice. The transaction includes Eide Bailly Advisors, LLC joining Sequoia Financial to expand services and geographic footprint in the western US.
- FeatherycoreSequoia implemented Feathery's AI-native digital onboarding and workflow automation platform. The platform reduced custodial account opening times by 45% and cut Not-In-Good-Order submissions, consolidating fragmented manual processes into a unified digital workflow.
- Charles SchwabcoreCustodian platform integration for client account management. Sequoia's digital workflow platform is integrated with Charles Schwab for custodial account opening and management.
- Fidelity InvestmentscoreCustodian platform integration for client account management. Sequoia's digital workflow platform is integrated with Fidelity for custodial account services.
- Long RoadminorLong Road is an insurance advisory firm that services Sequoia clients with life, long-term care, and disability insurance planning. It is a separate but affiliated entity of Sequoia Financial Advisors.
- SalesforcecoreSequoia's digital onboarding platform is integrated with Salesforce for CRM and client management workflow.
- DocuSigncoreSequoia's digital onboarding platform is integrated with DocuSign for electronic document signing.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Sequoia Financial Group competitors and assessment
Company assessmentDirect peers
- Mariner Wealth Advisors: Large national RIA serving HNW/UHNW clients with integrated wealth management and family office services. Closely comparable to Sequoia in target segment, AUM scale (~$100B+), and acquisition-led growth strategy.
- Creative Planning: Fee-only national RIA with comprehensive wealth management, tax, and estate planning for HNW/UHNW households. Highly comparable on integrated planning model and rapidly growing AUM.
- Wealth Enhancement Group: Independent wealth management firm pursuing HNW/UHNW clients through both organic growth and aggressive RIA rollup M&A. Direct comparable on acquisition-led scaling and integrated wealth services.
- Mercer Advisors: National RIA offering integrated wealth management, tax, estate, and family office services to HNW/UHNW clients. Comparable target market, service breadth, and multi-billion-dollar M&A history.
- Carson Group: RIA and coaching platform serving HNW clients with wealth management, tax, and business consulting. Comparable on advisor-led growth model and integrated planning stack.
- Focus Financial Partners: Partnership model for independent RIAs serving HNW/UHNW clients, with extensive M&A and partner firm network. Highly comparable business model and consolidation strategy.
- Sanctuary Wealth: Wealth platform for elite advisors serving UHNW clients with integrated wealth and family office capabilities. Comparable HNW/UHNW positioning and partnership-driven model.
- Edelman Financial Engines: Large national RIA providing financial planning, investment management, and retirement services to a broad HNW client base. Comparable integrated wealth offering at national scale.
- HighTower Advisors: National RIA platform serving HNW/UHNW clients and family offices with a partnership-style model. Directly comparable in client segment and integrated service offering.
Broad incumbents
- LPL Financial: Largest independent broker-dealer and RIA custodian/platform supporting thousands of advisory firms. Overlapping in wealth management and advisor services but operating at broader scale as an industry infrastructure provider.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sequoia Financial Group social profiles
Digital presenceSequoia Financial Group compliance and trust
Trust signalCompliance3 records
Sequoia Financial Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sequoia Financial Group leadership team
Management profileNumber of profiles
Profiles14 records
Sequoia Financial Group subsidiaries and ownership
Company hierarchySubsidiaries18 records
Sequoia Financial Group funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sequoia Financial Group M&A and investment
M&A and investmentM&A16 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sequoia Financial Group
What does Sequoia Financial Group do?
Sequoia Financial Group delivers integrated, fee-based wealth management services to individuals and families across the wealth continuum, coordinating investment management, retirement planning, estate planning, tax planning, risk management, and charitable giving under a single fiduciary advisor team. The firm also operates Sequoia Sentinel Family Office for ultra-high-net-worth families and offers specialized planning modules for business owners, executives, first responders, physicians, and families with special needs.
Is Sequoia Financial Group a public or private company?
Sequoia Financial Group is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sequoia Financial Group founded?
Sequoia Financial Group was founded in 1991. It employs 251 to 500 people.
Where is Sequoia Financial Group based?
Sequoia Financial Group is headquartered in Akron, United States, in the North America region.
How does Sequoia Financial Group make money?
Three revenue lines are on record. Assets Under Management (AUM) Fees are the primary driver. The others are advisory Fees and tax Preparation Services.
Who are Sequoia Financial Group's main competitors?
Direct peers on record are Mariner Wealth Advisors, Creative Planning, Wealth Enhancement Group, Mercer Advisors, Carson Group, Focus Financial Partners, Sanctuary Wealth, Edelman Financial Engines and HighTower Advisors. LPL Financial is listed as a broad incumbent.
Does Sequoia Financial Group have an API?
No public API is recorded for Sequoia Financial Group.
What industry is Sequoia Financial Group in?
Sequoia Financial Group's product category is Wealth Management Services. Its primary akta.pro industry code is FSAEAAAI, Family Office Advisory (Single/Multi-Family), with a secondary code of FSAAABAF, Trust & Fiduciary Advisory for HNW/UHNW (Trust Structuring & Trustee Oversight). Its NAICS code is 523991.