Sequoia Financial Group

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.

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

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

• Wealth management services
• Investment advisory
• Retirement planning
• Estate planning
• Tax planning

Headquarters

HQ city

Akron

HQ country

United States

HQ region

North America

Offices42 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. Advisory Fees: Flat-rate advisory fees in addition to AUM-based fees, providing transparency and objectivity.
3. Tax Preparation Services: Through affiliated entity Sequoia Tax Services, the firm offers tax return preparation services to clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers8 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered major, core and minor.

• Eide BaillymajorStrategic or Co-development Partner · 28 August 2024Strategic 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.
• FeatherycoreTechnology or IntegrationSequoia 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 SchwabcoreTechnology or IntegrationCustodian platform integration for client account management. Sequoia's digital workflow platform is integrated with Charles Schwab for custodial account opening and management.
• Fidelity InvestmentscoreTechnology or IntegrationCustodian platform integration for client account management. Sequoia's digital workflow platform is integrated with Fidelity for custodial account services.
• Long RoadminorStrategic or Co-development PartnerLong 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.
• SalesforcecoreTechnology or IntegrationSequoia's digital onboarding platform is integrated with Salesforce for CRM and client management workflow.
• DocuSigncoreTechnology or IntegrationSequoia's digital onboarding platform is integrated with DocuSign for electronic document signing.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct 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

• Xx.com/sequoiafin
• Facebookfacebook.com/sequoiafin
• LinkedInlinkedin.com/company/sequoia-financial-group

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries18 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A16 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sequoia Financial Group