SourcingSourcing

WILLS FINANCIAL GROUP, LLC

B53
CRD 334431·SEC 801-131900·RICHMOND, VA
AUM
$385.7M
$100M-$500M
Est. Revenue
$3.9M
@ 1% on AUM
Est. EBITDA
$1.2M
@ 30% margin
Est. Deal Value
$9.3M
@ 8× EBITDA

Identity

Registrations & legal identity

Legal name
WILLS FINANCIAL GROUP, LLC
CRD
334431
SEC file #
801-131900
EIN
332110417
DBA names
—

Economics

AUM
$385.7M
AUM band
$100M-$500M
AUM trajectory
'25'26
$362.1M → $385.7M▲ +7%
Client mix
Individuals Other164
Individuals High Net Worth90

Operations

Employees (total)
5
Advisory staff (per ADV)
4
Advisory staff (5-yr trend)
'25'26
4 advisors → 4 advisors▬ 0%
Primary office
RICHMOND VA
Branches
—

Custodian & Brokerage

Primary custodian
Charles Schwablow confidence
Services offered
Financial planningPortfolio mgmt — individuals
Fee basis
% of AUMHourly charges

Filings

Latest ADV filing
02/27/2026
ADV-W filed at
—
Website
willsfg.com

Compliance

Disclosures (firm)
0
Trademark
—
Additional signalsExpand ▾

Ownership & succession ★

Who controls the firm + pre-computed succession flags

Top Owner Name
WILLS FINANCIAL GROUP
Top Owner Pct
87.5
Top Owner Entity Kind
DE
Owner Count
3
Control Persons
WILLS FINANCIAL GROUP
Choi, Grace, Rachel
Solo Advisor Indicator
No
Succession Risk Solo Owner
No
Is Parent Owned Subsidiary
Yes

Availability / M&A ★

Already-acquired = skip; deal comps

Adv W Filed
No

Web presence ★

Stale website = winding down

Web Signal Quality
ok
Rdap Domain
WILLSFG.COM
Rdap Domain Creation Date
1998-12-08T05:00:00Z
Rdap Firm Age Years
28
Rdap Firm Age Band
20+y
Rdap Registrar
Network Solutions, LLC

Retirement-plan book (Form 5500) ★

401(k)/plan business — cross-sell value

Retirement Plan Book
No

SEC EDGAR

Edgar Cik
0002059579
Edgar Registered
Yes
Edgar Filing Count
6
Edgar First Filing Date
2025-05-09
Edgar Last Filing Date
2026-05-14
Edgar 13f Count
5
Edgar 13f Latest AUM Estimate
Filing Date2026-05-14
Accession0002059579-26-000002

Compliance & brand

Firm Registration Status
active

All other collected signals (17)

Everything else we've pulled for this record, not yet curated into a section.

Adv W Recently Filed
No
Bc Firm Active Bc Count
0
Bc Firm Active IA Count
4
Bc Firm IAR Count
4
Custodian Candidates
Full
Charles Schwab6
E*trade4
Edgar Addresses
Mailing
704 LIBBIE AVERICHMOND, VA 23226
Business
704 LIBBIE AVERICHMOND, VA 23226
Edgar EIN
332110417
Edgar Recent Filings
13F-HR2026-05-14 · 0002059579-26-000002
13F-HR2026-02-11 · 0002059579-26-000001
Firm Has Custody
Yes
Mailing Office Differs
No
Rdap Domain Expiration Date
2028-12-07T05:00:00Z
Rdap Domain Last Changed
2025-08-20T14:14:39Z
Rdap Nameservers
Connect1.squarespacedns.comConnect2.squarespacedns.com
Rdap Secure Dns Enabled
No
Rdap Status
Client Transfer Prohibited
Top Owner CRD
109554
Trust Company Affiliate
No

People (5)

5
WILLS FINANCIAL GROUP
Direct Owner · 87.5%
109554
WILLS, JANET, HOWARD
IAR · Executive Officer · 2.5%
1205716
Choi, Grace, Rachel
IAR · Executive Officer · 2.5%
6635982
ADAM JAMES MEHRER
IAR
6310159
EVAN DYSART MOOG
IAR
5901206