Rey Financial Group

What Rey Financial Group does

Rey Financial Group is a small financial advisory practice founded in 2019 and headquartered at 830 Morris Turnpike, Suite 488, Short Hills, New Jersey. The firm operates as a financial professional practice within the Wells Fargo Advisors Financial Network (WFAFN), a registered broker-dealer and non-bank affiliate of Wells Fargo & Company. It provides investment strategy development, financial planning, retirement planning, and portfolio management services to individual investors, with service coverage in 20 U.S. states (CA, CO, CT, DE, FL, GA, IL, KS, MA, MD, ME, MO, NC, NJ, NY, OR, PA, SC, TX, VA). The practice employs approximately 5 people, including Ashley Rey, Jaclyn Pennella, Manual Rey, and Marisol Fontanez.

The firm's core product is personalized financial advisory services delivered through a team-based, family-oriented approach. It leverages Wells Fargo's investment selection capabilities, back-office infrastructure, and brand recognition to deliver planning and guidance to clients. However, the firm is a service business rather than a technology platform: no proprietary technology, APIs, mobile applications, patents, or AI/ML capabilities are disclosed. Pricing is quote-based and tailored to individual client needs and asset levels, and is not publicly disclosed.

The business model is a relationship-driven advisory practice that earns revenue from fees and commissions on securities and investment products offered through WFAFN. Distribution is direct to individual clients, augmented by organic social media presence for client engagement and brand awareness. The firm is a private entity, structured as a franchise-style practice within the Wells Fargo network rather than as an independent operating company. Revenue figures are not publicly disclosed, and there are no funding rounds, acquisitions, or subsidiaries.

Name

Rey Financial Group

Legal name

Rey Financial Group

Website

https://reyfinancialgroup.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Rey Financial Group is a boutique financial advisory practice in Short Hills, New Jersey, operating within the Wells Fargo Advisors Financial Network. It provides investment strategy, planning, and portfolio management services to individual investors across 20 U.S. states.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Security Brokers, Dealers & Flotation Companies (6211)

akta.pro industry

PRIMARYFSAAACAB

Financial Planning–Led RIAs

Financial & Insurance/Asset & Wealth Management/Registered Investment Advisors (RIAs) & Independent Wealth Managers

SECONDARYFSAEABAA

Registered Investment Advisor (RIA) Wealth Management

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Wealth & Retirement Advisory

Keywords

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

Headquarters

HQ city

Short Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Distribution channels1 record

Marketing channels1 record

Core offering

Rey Financial Group provides personalized financial advisory services to individual investors, including investment strategy development, financial and retirement planning, and portfolio management. The practice operates as a financial advisory office within the Wells Fargo Advisors Financial Network (WFAFN), offering securities-related services and investment products backed by Wells Fargo's resources and investment selection. Services are limited to residents of specific U.S. states (CA, CO, CT, DE, FL, GA, IL, KS, MA, MD, ME, MO, NC, NJ, NY, OR, PA, SC, TX, VA).

Product overview

Rey Financial Group offers financial advisory services through a team-based approach. The firm provides investment guidance and planning services backed by Wells Fargo Advisors Financial Network, helping clients develop flexible investment strategies that track their goals.

Differentiator

Problem solved

Functional benefit

Products and services

• Rey Financial Group Advisory Services Personalized financial advisory services for individual investors, including investment strategy development, financial planning, retirement planning, and portfolio management. Backed by Wells Fargo Advisors Financial Network resources and investment selection. Limited to residents of specified U.S. states.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Wells Fargo Advisors Financial NetworkcoreStrategic or Co-development PartnerRey Financial Group operates as a financial advisory practice within the Wells Fargo Advisors Financial Network (WFAFN), a registered broker-dealer and member SIPC. The firm is backed by Wells Fargo's resources, expertise, and investment selection capabilities. Insurance products are offered through nonbank insurance agency affiliates of Wells Fargo & Company.

Recent moves3 records

Expansion highlights3 records

Market position

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights4 records

Customer concentration

• LinkedInlinkedin.com/company/rey-financial-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Rey Financial Group