$385.7M Total AUM
$385.7M Disc. AUM
-- 3Y CAGR
5 Employees
254 ADV. Clients
1 yrs Firm Age
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- Custodian
- Charles Schwab & Company
- Clients
- Retail and Institutional
- Platforms
- --
- Established Date
- 02-03-2025
- Office Locations
- 1
Office Locations
704 Libbie Avenue Richmond VA
About Wills Financial Group, LLC
Will Financial Group (Wills Financial Group, LLC) is a boutique Richmond, VA RIA providing financial planning, personalized asset management, and retirement/estate planning for individuals and families across life stages. Investment implementation emphasizes ETFs and fixed income as core vehicles, with Charles Schwab as custodian. The firm shares periodic insights content through its website.
Team overview
32 AVG AGE
$96.4M AVG AUM / ADVISOR
$1.5M AVG AUM / CLIENT
1.2 yrs AVG TENURE
5 Employees
4 Advisory Reps
4 RIA Reps
1yrs Firm Age
Insights
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Asset Classes
Available
Client Personas
Available
Custodian
Available
Investment Themes
Available
Investment Vehicles
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Services
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Owner & Executives
Grace Rachel Choi
Chief Compliance Officer
- CRD
- #6635982
- Ownership
- Less than 5%
Available
Available
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J
JANET HOWARD WILLS
President
- CRD
- #1205716
- Ownership
- Less than 5%
Available
Available
Available
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A
ADAM JAMES MEHRER
--
- CRD
- #6310159
Available
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EVAN DYSART MOOG
--
- CRD
- #5901206
Available
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Available
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Total AUM
Discretionary
Non-Discretionary
| Category | Assets | AVG. Account size |
|---|---|---|
| Discretionary | $385,729,154 | $512,257 |
| Non-Discretionary | $0 | -- |
| Total | $385,729,154 | $512,257 |
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Separately Managed Accounts
Total SMA Asset: Available
Equity - Exchange:
Available Public Funds:
Available Cash:
Available U.S. Government/Agency:
Available Municipal Bonds:
Available Corporate - Investment Grade:
Available | Asset class | Assets | Assets % |
|---|---|---|
| Equity - Exchange | Available | Available |
| Public Funds | Available | Available |
| Cash | Available | Available |
| U.S. Government/Agency | Available | Available |
| Municipal Bonds | Available | Available |
| Corporate - Investment Grade | Available | Available |
| Total | Available | Available |
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