Cooke Financial Group

What Cooke Financial Group does

Cooke Financial Group is an independent, fiduciary wealth management firm headquartered in Indianapolis, Indiana, founded in 1969 by John D. Cooke. The firm serves high-net-worth individuals, families, and business owners through Private Wealth Management and serves organizations through Institutional Investment Management, working with foundations, endowments, non-profits, and corporate retirement plans. Reported scale includes $2B+ in assets under management and 750+ client households as of 04/30/2026, supported by a team holding 2 CFP, 2 CIMA, and 3 BFA credentials across three generations of advisors with 200+ years of combined industry experience.

The firm's service stack spans financial planning, investment management, retirement planning, estate planning, tax-efficient strategies, separately managed accounts, family office coordination, business exit and succession planning, and faith-based investing. Its operating model relies on a proprietary Cooke Financial Group Matrix for manager selection and a custom Investment Policy Framework for institutional clients, layered on a multi-custodian platform spanning Pershing (BNY Mellon), Fidelity Institutional, and Charles Schwab, with client-facing portals via NetXInvestor and eMoney Advisor.

The firm generates revenue through recurring AUM-based advisory fees and operates under Sanctuary Wealth's 'Partnered Independence' platform, of which it is the inaugural partner firm. Distribution is relationship-based, driven by personal referrals, community reputation, thought leadership (Forbes/SHOOK summits, In the BULLpen series), and sustained national industry recognition including Forbes America's Top 250 Wealth Advisors, Barron's Top 1,500 Financial Advisors, and AdvisorHub rankings. Co-CEOs Chris Cooke and Brian Cooke co-founded Sanctuary Wealth in 2016, and Tammy Williams was appointed President in February 2025, formalizing professional management alongside family leadership.

Name

Cooke Financial Group

Legal name

Cooke Financial Group

Website

https://cookefg.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Cooke Financial Group is an independent, fiduciary wealth management firm founded in 1969 in Indianapolis, managing $2B+ across 750+ households and institutional clients. It serves high-net-worth individuals, families, business owners, and organizations through Sanctuary Wealth's Partnered Independence platform.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB)

akta.pro secondary industries

Institutional Consultants & Fiduciary Management (Investment Consulting) (FSAAAGAJ), Family Office Services (Single & Multi-Family Office) (FSABADAF), Institutional Separate Accounts & SMAs (Mandates) (FSAAAGAL), Managed Account Platforms (Separately Managed Accounts / Customized Portfolios) (FSAHAKAC)

Keywords

• Wealth management services
• Investment advisory
• Retirement planning
• Estate planning
• Institutional asset management

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Assets Under Management (AUM) Fees: Cooke Financial Group generates revenue primarily through advisory fees calculated as a percentage of assets under management. As a fiduciary wealth management firm, they provide comprehensive financial services including investment management, retirement planning, tax-efficient strategies, and estate planning. The firm works with custodians including Pershing (BNY Mellon), Fidelity Institutional, and Charles Schwab.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Cooke Financial Group is an independent, fiduciary wealth advisory firm providing comprehensive wealth management and investment management services to high-net-worth individuals, families, business owners, and institutional clients. Offerings include financial planning, investment management, retirement planning, estate planning, tax-efficient strategies, separately managed accounts, family office services, and faith-based investing. The firm operates as the inaugural partner firm of Sanctuary Wealth's Partnered Independence platform, managing over $2B in assets across more than 750 households.

Product overview

Cooke Financial Group is an independent wealth management advisory firm offering a unified suite of services centered on Private Wealth Management and Institutional Investment Management. The firm provides comprehensive financial planning, investment management, retirement planning, estate planning, and tax-efficient strategies, complemented by specialized offerings including Separately Managed Accounts (SMAs), Family Office Services, and Faith-Based Investing Services. As the inaugural partner firm of Sanctuary Wealth's Partnered Independence platform, the firm combines institutional resources with independent fiduciary advice. Services are delivered through client portals including NetXInvestor for account access and eMoney Advisor for financial planning and account aggregation.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Wealth Management Comprehensive wealth management services for individuals, families, and business owners including financial planning, investment management, retirement planning, tax strategies, and estate planning.
• Institutional Investment Management Investment management and consulting services for foundations, endowments, non-profit organizations, and corporate retirement plans with focus on fiduciary responsibility, investment policy creation, and long-term growth.
• Separately Managed Accounts (SMAs) Custom-tailored investment accounts managed for individual investors with direct holdings in stocks, bonds, and other assets, offering tax efficiency, ESG customization, and greater diversification compared to mutual funds.
• Family Office Services Coordinated financial services including accounting coordination, estate planning, insurance coordination, multigenerational wealth transfer, and comprehensive wealth plans aligned with investment strategies.
• Faith-Based Investing Services Specialized investment policy development, portfolio construction, and manager selection aligned with faith-based values including screening frameworks and ongoing monitoring.
• Business Exit and Succession Planning Comprehensive guidance through business transitions including IPOs, succession plans, concentrated stock positions, and liquidity events for business owners and entrepreneurs.

Quantifiable outcome

• Over 55 years of operation since 1969 with consistent growth and recognition
• +2 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered flagship, core and general.

• Sanctuary WealthflagshipStrategic or Co-development PartnerCooke Financial Group is the inaugural (first) partner firm to join Sanctuary Wealth's exclusive 'Partnered Independence' platform. Through this partnership, the firm gains access to institutional platforms, research, and support while maintaining independence in serving clients. The relationship enables access to leading specialists and resources for comprehensive wealth management while preserving the freedom, flexibility, and control of an independent fiduciary.
• BNY Mellon PershingcoreStrategic or Co-development PartnerPershing is the primary custodian used by Cooke Financial Group for client assets. Pershing is a subsidiary of BNY Mellon with nearly $1.9 trillion in assets under administration, providing institutional-grade custody and clearing services.
• Fidelity InstitutionalcoreStrategic or Co-development PartnerFidelity Institutional is a partner custodian for client assets with $3.7 trillion in client assets, providing brokerage and investment services alongside Pershing.
• Charles SchwabcoreStrategic or Co-development PartnerCharles Schwab is a partner custodian for client assets with over $3.6 trillion in total client assets, offering institutional investment and brokerage services.
• NetXInvestorcoreTechnology or IntegrationNetXInvestor is the client portal platform used by Cooke Financial Group for account access, allowing clients to view consolidated statements, access tax documents, and manage their accounts online or via mobile app.
• eMoney AdvisorcoreTechnology or IntegrationeMoney Advisor is a client portal specializing in data/external account aggregation, secure document storage, and financial planning services for Cooke Financial Group clients.
• MimecastgeneralTechnology or IntegrationMimecast provides secure email services for Cooke Financial Group, enabling encrypted communication with clients for sensitive financial information.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Mariner Wealth Advisors: National RIA platform serving HNW individuals, families, and institutional clients with investment management, financial planning, retirement plan, and family office services. Comparable in client segments, fiduciary mandate, and institutional/institutional-quality offerings to Cooke.
• Carson Group (Carson): National partnership-based wealth management firm serving advisors and clients with investment management, financial planning, coaching, and institutional support. Comparable independent RIA structure with advisor-centric and client-centric services overlapping Cooke's positioning.
• Mercer Advisors: National RIA providing comprehensive wealth management, family office services, tax planning, and institutional consulting. Following its combination with Buckingham Strategic Wealth, Mercer is a direct scale competitor to mid-sized independent advisory firms like Cooke.
• Edelman Financial Engines: Large national RIA combining workplace retirement plan services with private wealth management for individuals and families. Comparable in combining institutional retirement plan advisory with HNW wealth management, overlapping Cooke's dual private/institutional focus.
• Creative Planning: One of the largest independent RIAs in the U.S., offering comprehensive wealth management, financial planning, and institutional services. Competes with Cooke for HNW individuals, families, business owners, and institutional clients nationwide using a similar holistic advisory model.
• Hightower Advisors: National RIA platform serving HNW individuals, families, and institutional clients through partner firms. Comparable in independent-RIA-with-platform structure, scale, and service breadth to Cooke Financial Group.
• Wilshire Advisors: Independent investment and advisory firm offering portfolio management, institutional investment consulting, and private wealth services. Overlaps with Cooke on institutional investment management, retirement plan consulting, and private wealth mandates.
• Focus Financial Partners: Leading independent RIA partnership platform consolidating wealth management firms serving HNW individuals and institutional clients. Although now part of CD&R, Focus remains the dominant roll-up comparable to the partner-firm model Cooke operates through Sanctuary Wealth.

Direct peers

• CAPTRUST: Independent RIA specializing in investment advisory services for retirement plans, foundations, endowments, and private wealth clients. Directly comparable to Cooke's institutional retirement plan and private wealth offerings, with similar fiduciary investment consulting model.
• Sanctuary Wealth: Cooke's affiliated partner platform. Sanctuary Wealth is a national network of high-net-worth wealth management firms using a "Partnered Independence" model with institutional research, custody, and operations support. Cooke is the founding partner firm, making Sanctuary the closest structural and operational peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/100055362620835
• LinkedInlinkedin.com/company/cookefinancialgroup

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Cooke Financial Group