What Affinia Financial Group does

Sequoia Financial Group, LLC is a privately held US wealth management firm founded in 1993 and headquartered in the United States, operating through its wholly-owned subsidiary Sequoia Financial Advisors, LLC, which is registered with the SEC as an Investment Advisor. The firm delivers integrated wealth management services to individuals, families, business owners, executives, first responders, physicians, families with special needs, and families of exceptional means (via Sequoia Sentinel Family Office), spanning all 50 states and Washington, D.C. through a hybrid in-person and virtual advisory model. Services are organized around a "BUILT FOR YOU" approach that coordinates investment management, retirement planning, tax planning, estate planning, risk management, and charitable giving into a single cohesive plan, augmented by specialized planning tracks for niche client segments. The flagship core product is Integrated Wealth Management, complemented by the Sentinel Family Office for ultra-HNW households and a portfolio of modular service disciplines accessible via dedicated web properties.

The underlying platform is service- and advisor-driven rather than technology-product-driven: the input discloses no proprietary software, app, API, or AI capabilities, and the competitive differentiation is articulated in terms of team-based coverage across wealth disciplines and a fiduciary mandate rather than a specific technical moat. Go-to-market is executed through direct advisor relationships, the Sequoia Insights content marketing blog, a video library, and an active careers and M&A channel. The Sentinel Family Office is positioned as a proprietary approach for HNW families built on long-term thinking and comprehensive planning.

The revenue model is the standard SEC-registered RIA fee structure, with advisory fees charged on assets under management; specific fee schedules are not publicly disclosed and prospects are directed to contact an advisor. Ownership is private with no disclosed parent company, external investors, or venture or private equity involvement; Tom Haught serves as Chairman & CEO. The firm does not publish AUM, revenue, or headcount figures, and there are no disclosed funding rounds, acquisitions, or leadership changes in the source data, which limits bottom-up revenue triangulation.

Name

Affinia Financial Group

Legal name

Sequoia Financial Group, LLC

Website

https://affiniafg.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Sequoia Financial Group is a privately held US wealth management firm founded in 1993 that delivers integrated wealth planning and a family-office service to individuals, families, business owners, executives, first responders, physicians, and HNW households across all 50 states.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Trust, Fiduciary, and Custody Activities (523991)

SIC

Investment Advice (6282), Services-Management Consulting Services (8742)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industries

Family Office Advisory & Outsourced CIO (OCIO) (FSAAADAC), Family Office Trust & Fiduciary Services (FSAEAKAF)

Keywords

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

Headquarters

HQ city

Burlington

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Distribution channels1 record

Marketing channels3 records

Core offering

Affinia Financial Group (operating as Sequoia Financial Group) provides integrated wealth management services to individuals and families across the United States. Through its SEC Registered Investment Advisor subsidiary (Sequoia Financial Advisors, LLC), the firm delivers personalized financial planning combining investment management, retirement planning, tax planning, estate planning, risk management, and charitable giving into a coordinated strategy. Its Sequoia Sentinel Family Office serves high-net-worth families with comprehensive planning and legacy services, while specialized planning programs target business owners, executives, first responders, physicians, and families with special needs.

Product overview

Sequoia Financial Group offers a unified integrated wealth management platform centered on its Sentinel Family Office for high-net-worth clients and its core Integrated Wealth Management service. The platform provides a comprehensive suite of planning disciplines including Investment Management, Retirement Planning, Tax Planning, Estate Planning, Risk Management, and Charitable Giving, all coordinated into a single cohesive strategy. Additionally, the firm offers specialized planning services targeting specific client segments: Business Owners, Executives, First Responders, Physicians, and families requiring Special Needs Financial Planning. The portfolio architecture consists of a flagship family office offering augmented by modular service components that can be tailored to individual client needs across the wealth continuum.

Differentiator

Problem solved

Functional benefit

Products and services

• Sentinel Family Office Sequoia Sentinel Family Office serves families of exceptional means through long-term thinking, comprehensive planning, and robust investment capabilities. The offering supports wealth preservation, legacy planning, tax optimization, and investment management across generations for high-net-worth clients.
• Integrated Wealth Management A personalized wealth management strategy built using the firm's BUILT FOR YOU approach, integrating investments and key wealth planning disciplines into one cohesive plan. A team of dedicated advisory professionals guides individual clients and families across the wealth continuum.
• Business Owners Planning Specialized financial planning tailored for business owners, addressing business succession planning, exit strategies, and integration of business assets with personal wealth goals.
• Executives Planning Specialized financial planning services for corporate executives with complex compensation packages, including executive compensation planning, stock option strategies, deferred compensation, and estate planning.
• First Responders Planning Specialized financial planning tailored for first responders including police officers, firefighters, and EMTs with unique pension systems, retirement income planning, and risk management needs.
• Physicians Planning Specialized financial planning for medical professionals covering student loan management, disability insurance, investment strategies for high-income earners, risk management, and asset protection.
• Special Needs Financial Planning Specialized planning for families caring for a loved one with special needs, including special needs trusts, government benefits preservation, long-term care planning, and caregiver financial security.

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Sanctuary Wealth: Sanctuary Wealth is a national RIA and partner-owned wealth platform supporting independent advisors with comprehensive wealth management capabilities. It overlaps with Sequoia as an independent-wealth-management platform model, though its partnership/recruiting focus differentiates it from a traditional single-firm RIA.

Broad incumbents

• Focus Financial Partners: Focus is a leading RIA aggregator and partnership platform supporting a national network of independent wealth management firms. It is comparable to Sequoia as an industry peer shaping the RIA competitive landscape, and could be a potential acquirer or capital partner for firms of Sequoia's profile.
• Edelman Financial Engines: Edelman Financial Engines is one of the largest independent RIAs in the U.S., offering wealth planning, investment management, and retirement plan services to a broad client base. It competes with Sequoia in the integrated wealth management space but operates at significantly greater scale and with a more diversified delivery model.

Direct peers

• GenTrust: GenTrust is an independent, employee-owned RIA providing integrated wealth management, investment, tax, and family office services to HNW individuals and families. Its team-based advisor model, family office tier, and fee-based fiduciary structure closely mirror Sequoia's positioning.
• Buckingham Strategic Wealth: Buckingham is a national RIA built around evidence-based financial planning, serving individuals and families across the wealth continuum with a fiduciary, fee-only model. It is directly comparable to Sequoia in its financial-planning-led RIA structure and integrated planning disciplines.
• Carson Group (Carson Wealth): Carson Group is an RIA platform supporting independent advisors with wealth management, coaching, and growth infrastructure, serving HNW clients and business owners. Comparable to Sequoia as a multi-channel wealth management platform with advisor-driven client relationships and a strong content/marketing engine.
• Silvercrest Asset Management: Silvercrest is a public, independent wealth management firm providing investment advisory, family office, and financial planning services to HNW families and institutions. It competes with Sequoia for HNW household relationships and offers a similar integrated multi-discipline platform.
• Creative Planning: Creative Planning is one of the largest independent RIAs in the U.S., providing integrated financial planning, investment management, and tax planning to individuals and families nationwide. It is directly comparable as an SEC-registered, comprehensive wealth management firm targeting the same HNW/mass-affluent continuum as Sequoia.
• Moneta Group: Moneta Group is an independent RIA offering fee-only financial planning, investment management, retirement, tax, and estate services to individuals and families, including a dedicated family office practice. Its team-based integrated model and HNW family office offerings directly parallel Sequoia's structure.
• Mariner Wealth Advisors: Mariner is a national independent RIA and family office platform offering integrated wealth management, investment advisory, and tax/estate planning to HNW individuals and families. It mirrors Sequoia's team-based, multi-discipline model and HNW family office positioning at a similar independent-ownership scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Affinia Financial Group