Carlson Capital Management
Carlson Capital Management, founded in 1987 and now part of Sequoia Financial Group, is a U.S. wealth management advisory firm serving high-net-worth and ultra-high-net-worth individuals, multigenerational families, and professionals with integrated investment, retirement, estate, tax, risk, and charitable giving planning.
- Company typePrivate
- Founded1987
- HeadquartersNorthfield, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Carlson Capital Management does
Carlson Capital Management is a U.S. wealth management advisory firm founded in 1987 and headquartered in Northfield, Minnesota, operating under the legal name Carlson Capital Management. The firm delivers an integrated wealth planning offering that combines investment management, retirement planning, estate planning, tax planning, risk management, and charitable giving for high-net-worth individuals, multigenerational families, ultra-high-net-worth clients, and specialized professional segments (business owners, executives, first responders, physicians, and families with special needs). Services are delivered through a 30+ person team of advisors and specialists holding CFP®, CPA, CFA®, J.D., MBA, CTFA®, AIF®, and CDFA® credentials, led by founding Principals Gregory and Jeffrey Carlson and CEO Justin Stets.
In 2024, Carlson Capital Management was acquired by Sequoia Financial Group, LLC, joining a national RIA platform with more than $22.6 billion in assets under management as of December 31, 2024. The combination gave Carlson clients access to Sequoia's 13-person centralized planning team, a 20+ person investment research team, the Sequoia Sentinel family office for ultra-high-net-worth clients (minimum $25M account size, representing more than half of Sequoia's AUM), and Sequoia Tax Services for preparation, compliance, and advisory. Investment advisory services are offered through Sequoia Financial Advisors, LLC, an SEC Registered Investment Advisor, on a fee-based AUM model; specific pricing is not publicly disclosed.
The firm's go-to-market is relationship-led, targeting HNW and UHNW households through Sequoia's content marketing, video library, Barron's-recognized brand presence, and the Orion-powered client portal. Sequoia has appeared on Barron's Top RIA Firms list for six consecutive years, climbing from 64th in 2020 to 28th in 2024, reflecting platform-level AUM and capability growth that Carlson now benefits from as a wholly owned component.
Carlson Capital Management firmographics
Firmographics- Name
- Carlson Capital Management
- Legal name
- Carlson Capital Management
- Website
- https://carlsoncap.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Carlson Capital Management, founded in 1987 and now part of Sequoia Financial Group, is a U.S. wealth management advisory firm serving high-net-worth and ultra-high-net-worth individuals, multigenerational families, and professionals with integrated investment, retirement, estate, tax, risk, and charitable giving planning.
- Ownership category
- akta.pro rank
Carlson Capital Management industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (52394), Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)
- akta.pro secondary industry
- Discretionary Portfolio Management (Retail) (FSAAAAAH)
Keywords
Where Carlson Capital Management is headquartered
LocationHeadquarters
- HQ city
- Northfield
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Carlson Capital Management business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Investment Advisory Services: Investment advisory services offered through Sequoia Financial Advisors, LLC, an SEC Registered Investment Advisor. Revenue generated from advisory fees based on assets under management, providing comprehensive wealth management including asset management, estate and retirement planning, fiduciary consulting, and family wealth services.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Carlson Capital Management product offering
Product offeringCore offering
Carlson Capital Management is a U.S. wealth management firm providing integrated investment management, estate planning, tax planning, retirement planning, risk management, charitable giving, and specialized planning services for high-net-worth individuals, ultra-high-net-worth families, business owners, and professionals. The firm combines personal advisor relationships with centralized planning specialists and complementary family office and tax services delivered through its parent company, Sequoia Financial Group.
Product overview
Carlson Capital Management, now part of Sequoia Financial Group, operates as a wealth management firm with an integrated approach that surrounds clients with a team of professionals. The core offering is Wealth Management, which includes Investment Management, Retirement Planning, Estate Planning, Tax Planning, Risk Management, and Charitable Giving as interconnected sub-products. The firm also offers Specialized Planning for business owners, executives, first responders, physicians, and families with special needs. For ultra-high-net-worth clients, Sequoia Sentinel provides boutique family office services with a $25 million minimum account size. Sequoia Tax Services delivers tax preparation, compliance, and advisory capabilities that strengthen the comprehensive wealth management approach.
Differentiator
Problem solved
Functional benefit
Products and services
- Wealth Management
- Specialized Planning
- Sequoia Sentinel Family Office
- Sequoia Tax Services
Quantifiable outcome
- More than $22.6 billion in assets under management as of December 31, 2024
- +3 more outcomes
Companies that use Carlson Capital Management
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Carlson Capital Management technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Carlson Capital Management partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Sequoia Financial GroupcoreCarlson Capital Management partnered with Sequoia Financial Group to provide clients enhanced services and specialized resources. The partnership leverages Sequoia's advanced technology platforms, 13-person centralized planning team, and 20+ person investment research team to offer enhanced planning opportunities and investment vehicles for Carlson Capital Management's clients. Sequoia's $22.6+ billion AUM platform and Barron's recognition for six consecutive years enhance the combined firm's capabilities and market position.
Scale indicators5 records
Recent moves5 records
Expansion highlights6 records
Carlson Capital Management competitors and assessment
Company assessmentDirect peers
- Carson Group: RIA roll-up and wealth management firm serving HNW individuals and families with financial planning, investment management, and tax services. Comparable as an aggregator-style RIA with similar HNW focus and broad planning capabilities.
- Bessemer Trust: UHNW-focused multifamily office providing investment management, wealth planning, and family office services. Comparable through Sequoia Sentinel's UHNW family office offering with similar minimum asset thresholds and service scope.
- Cerity Partners: Wealth management and advisory firm serving HNW/UHNW clients with comprehensive financial planning, tax, and investment services. Comparable as an integrated advisory firm built through RIA consolidation with similar client profile.
- Creative Planning: One of the largest independent RIAs in the U.S., offering comprehensive wealth management, tax planning, and estate planning to HNW and UHNW individuals. Directly comparable in service mix, client segment, and integrated advisory model.
- Edelman Financial Engines: National RIA providing investment advisory and financial planning to households across the wealth spectrum. Comparable in scale, HNW/UHNW client focus, and integrated advisory delivery model.
- Sequoia Financial Group: Carlson's parent platform and direct organizational peer; Sequoia provides the same wealth management, investment advisory, and Sequoia Sentinel UHNW family office services through which Carlson now distributes. Most directly comparable as the same legal entity.
- Mariner Wealth Advisors: Large national RIA providing wealth advisory, tax, estate, and family office services to HNW/UHNW households. Comparable as a multi-disciplinary advisory firm operating at similar AUM scale with similar service breadth.
- Homrich Berg: Mid-size RIA providing fee-only wealth management, tax, and financial planning to HNW individuals and families nationally. Comparable in service mix (investment + tax + planning) and HNW client focus at similar firm scale.
Broad incumbents
- Focus Financial Partners: Large RIA aggregator and partnership platform serving HNW clients through affiliated firms. Comparable as the broader RIA roll-up category into which Sequoia/Carlson fits; offers overlapping capabilities as part of a much wider national portfolio.
Regional players
- RMB Capital: Midwest-based wealth management firm offering investment advisory and financial planning services to HNW individuals and families. Comparable as a similarly positioned regional RIA with overlapping client segments and integrated planning model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Carlson Capital Management social profiles
Digital presenceCarlson Capital Management financial estimates
Financial estimateRevenue estimate
Valuation estimate
Carlson Capital Management leadership team
Management profileNumber of profiles
Profiles4 records
Carlson Capital Management funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Carlson Capital Management M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Carlson Capital Management
What does Carlson Capital Management do?
Carlson Capital Management is a U.S. wealth management firm providing integrated investment management, estate planning, tax planning, retirement planning, risk management, charitable giving, and specialized planning services for high-net-worth individuals, ultra-high-net-worth families, business owners, and professionals. The firm combines personal advisor relationships with centralized planning specialists and complementary family office and tax services delivered through its parent company, Sequoia Financial Group.
Is Carlson Capital Management a public or private company?
Carlson Capital Management is a private company. It is classified as corporate owned and is currently operating.
When was Carlson Capital Management founded?
Carlson Capital Management was founded in 1987. It employs 11 to 50 people.
Where is Carlson Capital Management based?
Carlson Capital Management is headquartered in Northfield, United States, in the North America region.
How does Carlson Capital Management make money?
One revenue line is on record: investment Advisory Services.
Who are Carlson Capital Management's main competitors?
Direct peers on record are Carson Group, Bessemer Trust, Cerity Partners, Creative Planning, Edelman Financial Engines, Sequoia Financial Group, Mariner Wealth Advisors and Homrich Berg. Focus Financial Partners is listed as a broad incumbent. RMB Capital is listed as a regional player.
Does Carlson Capital Management have an API?
No public API is recorded for Carlson Capital Management.
What industry is Carlson Capital Management in?
Carlson Capital Management's product category is Wealth Management. Its primary akta.pro industry code is FSAAABAD, Advisory Portfolio Management (Non-Discretionary), with a secondary code of FSAAAAAH, Discretionary Portfolio Management (Retail). Its NAICS code is 52394 and its SIC code is 6282.