Wills Financial Group
Wills Financial Group is a boutique, fee-only SEC-registered investment adviser in Richmond, Virginia, founded in 1989, serving high-net-worth individuals and families with integrated financial planning, personalized asset management, and retirement and estate planning under a fiduciary model.
- Company typePrivate
- Founded1989
- HeadquartersRichmond, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Wills Financial Group does
Wills Financial Group, LLC is a boutique, fee-only SEC registered investment adviser headquartered in Richmond, Virginia, founded in 1989 by Janet H. Wills (originally in Philadelphia). The firm serves high-net-worth individuals and families seeking wealth preservation, legacy planning, and coordinated guidance through life-stage financial transitions. Its service offering is organized around three integrated pillars: Financial Planning, Personalized Asset Management, and Retirement & Estate Planning, with all engagements delivered through a fiduciary model that avoids commissions and third-party compensation.
The firm operates with a small, credentialed leadership team comprising a CFP® founder/president, a CFP® chief strategy officer, a CTFA chief compliance officer and director of client experience, a CFO/HR lead, and a CFA charterholder investment advisor and research analyst. Client account custody and administration are outsourced to Charles Schwab & Co., Inc. The firm does not operate proprietary technology platforms, mobile applications, or AI-driven tools, and positions itself around timeless investment principles and disciplined, personalized strategy rather than technology differentiation. Client acquisition is driven by referrals, community board memberships, and quarterly thought-leadership publications.
Wills Financial Group is privately held under founder ownership with no disclosed outside equity investors, no parent company, no subsidiaries, and no funding history. Revenue is generated through recurring annual advisory fees billed under a quote-based engagement model aligned to client needs, with pricing not publicly disclosed. Operating geography is regional, limited to Virginia, and the firm maintains no claims of national or global footprint. No revenue, AUM, client count, or headcount figures are publicly disclosed.
Wills Financial Group firmographics
Firmographics- Name
- Wills Financial Group
- Legal name
- Wills Financial Group, LLC
- Website
- https://willsfg.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wills Financial Group is a boutique, fee-only SEC-registered investment adviser in Richmond, Virginia, founded in 1989, serving high-net-worth individuals and families with integrated financial planning, personalized asset management, and retirement and estate planning under a fiduciary model.
- Ownership category
- akta.pro rank
Wills Financial Group industry classification
Industry- Product category
- Wealth Management Advisory Services
- NAICS
- Trust, Fiduciary, and Custody Activities (523991), Trusts, Estates, and Agency Accounts (52592)
- akta.pro primary industry
- Estate & Legacy Planning Advisory (FSAEAAAG)
- akta.pro secondary industries
- Trust & Estate Tax Planning & Compliance (FSAEAKAE), Estate Planning, Trust Structuring & Governance (FSAAADAF)
Keywords
Where Wills Financial Group is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wills Financial Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Advisory Services Fees: Wills Financial Group operates as a fee-only, fiduciary financial advisory firm. The firm prioritizes what matters most—the people they serve—by avoiding conflicts of interest from commissions or third-party compensation. Services include financial planning, personalized asset management, and retirement and estate planning, all delivered through a client-focused approach.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Fee-only advisory services with personalized pricing based on client needs and engagement scope |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Wills Financial Group product offering
Product offeringCore offering
Wills Financial Group is a boutique, fee-only, fiduciary financial advisory firm that provides integrated Financial Planning, Personalized Asset Management, and Retirement & Estate Planning services to high-net-worth individuals and families. Services are delivered through personalized consultations and combine cash flow analysis, asset allocation, tax optimization, charitable giving, lending, and budgeting into a coordinated wealth management offering.
Product overview
Wills Financial Group offers a unified suite of financial advisory services organized around three core pillars: Financial Planning, Personalized Asset Management, and Retirement and Estate Planning. These services are designed to work together as an integrated approach to wealth management, where financial planning informs asset allocation decisions, and retirement and estate planning ensures long-term goal alignment. The firm operates on a fee-only, fiduciary model, providing objective guidance without conflicts of interest.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Planning
Companies that use Wills Financial Group
Customer profileSegments2 records
Ideal customer profiles2 records
Wills Financial Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Wills Financial Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Charles Schwab & Co., Inc.coreCharles Schwab serves as the account custodian for Wills Financial Group client accounts. Clients are directed to the Schwab website for account login access, indicating a custodial partnership for portfolio management and account administration services.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Wills Financial Group competitors and assessment
Company assessmentRegional players
- Fort Pitt Capital Group: A Pittsburgh-based fee-only RIA offering wealth management, financial planning, and estate services to HNW individuals and families. Comparable to Wills Financial Group in fee-only fiduciary model, regional HNW focus, and integrated planning approach, though operating in a different Mid-Atlantic market.
- Glenmede: A Philadelphia-headquartered, fee-only investment and wealth management firm with deep East Coast roots and a multi-decade heritage serving HNW families and institutions. Comparable to Wills Financial Group in fee-only fiduciary model, founding era, and HNW/legacy focus, with regional overlap in the Mid-Atlantic.
Direct peers
- Ronald Blue Trust: A fee-only, fiduciary wealth advisory firm serving HNW individuals and families with integrated financial planning, investment management, and estate planning. Highly comparable in business model, fee structure, and service mix to Wills Financial Group.
- Savant Wealth Management: A fee-only fiduciary advisory firm providing financial planning, investment management, and tax/estate services to HNW individuals. Comparable to Wills Financial Group in fee-only fiduciary model and integrated planning offerings.
- Homrich Berg: A fee-only, fiduciary RIA offering comprehensive wealth management, financial planning, and estate services to HNW clients. Comparable to Wills Financial Group in fiduciary model, HNW focus, and integrated planning approach.
- Buckingham Strategic Wealth: A fee-only RIA focused on evidence-based financial planning and investment management for HNW clients. Comparable to Wills Financial Group in fiduciary model, HNW focus, and academic-style investment approach.
- Modera Wealth Management: A fee-only, fiduciary wealth management firm providing financial planning, investment management, and tax services to HNW households. Comparable to Wills Financial Group in boutique fee-only model and HNW service focus.
Broad incumbents
- Mariner Wealth Advisors: A large national RIA offering comprehensive wealth advisory, investment management, tax, and estate services to HNW clients. Comparable in service mix to Wills Financial Group, but operates at much greater scale across multiple geographies.
- Carson Wealth: A national wealth management firm offering financial planning, investment management, and estate services through a network of advisors. Comparable in service mix to Wills Financial Group but at significantly greater scale and with a multi-advisor partnership model.
- Creative Planning: A large fee-only RIA and wealth management firm providing financial planning, investment, and estate services nationally. Comparable to Wills Financial Group in fiduciary model, but at far greater scale with proprietary technology and broader services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Wills Financial Group social profiles
Digital presenceWills Financial Group compliance and trust
Trust signalCompliance2 records
Wills Financial Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wills Financial Group leadership team
Management profileNumber of profiles
Profiles5 records
Wills Financial Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wills Financial Group 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 Wills Financial Group
What does Wills Financial Group do?
Wills Financial Group is a boutique, fee-only, fiduciary financial advisory firm that provides integrated Financial Planning, Personalized Asset Management, and Retirement & Estate Planning services to high-net-worth individuals and families. Services are delivered through personalized consultations and combine cash flow analysis, asset allocation, tax optimization, charitable giving, lending, and budgeting into a coordinated wealth management offering.
Is Wills Financial Group a public or private company?
Wills Financial Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wills Financial Group founded?
Wills Financial Group was founded in 1989. It employs 11 to 50 people.
Where is Wills Financial Group based?
Wills Financial Group is headquartered in Richmond, United States, in the North America region.
How does Wills Financial Group make money?
One revenue line is on record: advisory Services Fees.
Who are Wills Financial Group's main competitors?
Regional players on record are Fort Pitt Capital Group and Glenmede. Direct peers are Ronald Blue Trust, Savant Wealth Management, Homrich Berg, Buckingham Strategic Wealth and Modera Wealth Management. Broad incumbents are Mariner Wealth Advisors, Carson Wealth and Creative Planning.
Does Wills Financial Group have an API?
No public API is recorded for Wills Financial Group.
What industry is Wills Financial Group in?
Wills Financial Group's product category is Wealth Management Advisory Services. Its primary akta.pro industry code is FSAEAAAG, Estate & Legacy Planning Advisory, with a secondary code of FSAEAKAE, Trust & Estate Tax Planning & Compliance. Its NAICS code is 523991.