{
  "crd_number": 334431,
  "slug": "wills-financial-group-llc-richmond-va-334431",
  "primary_business_name": "WILLS FINANCIAL GROUP, LLC",
  "legal_name": "WILLS FINANCIAL GROUP, LLC",
  "dbas": [],
  "city": "Richmond",
  "state": "VA",
  "country": "United States",
  "cbsa_code": "40060",
  "metro": {
    "cbsa_code": "40060",
    "common_name": "Richmond",
    "msa_name": "Richmond, VA",
    "path": "/advisors/va/richmond"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2025-02-03",
  "years_registered": 1,
  "period": "2026-10-01",
  "filing_date": "2026-02-27",
  "carried_forward": false,
  "raum_total": 385729154.0,
  "raum_discretionary": 385729154.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "100m_500m",
  "raum_band_label": "$100 million to $500 million",
  "total_employees": 5,
  "advisory_employees": 4,
  "client_count_bucket": "fewer_than_5_in_some_types",
  "clients_by_type": {
    "individuals": {
      "raum": 64544451.0,
      "count": 164
    },
    "pension_profit_sharing": {
      "raum": 3992957.0,
      "count": null,
      "fewer_than_5": true
    },
    "high_net_worth_individuals": {
      "raum": 317191746.0,
      "count": 90
    }
  },
  "compensation_types": [
    "hourly",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "financial_planning",
    "portfolio_management_individuals"
  ],
  "wrap_fee_participant": false,
  "disclosure_yes_count": 0,
  "states_registered": [
    "CT",
    "FL",
    "NC",
    "NJ",
    "NY",
    "PA",
    "TN",
    "TX",
    "VA"
  ],
  "websites": [
    "https://willsfg.com"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/334431",
  "city_as_filed": "RICHMOND",
  "url": "https://advisorcensus.com/firm/wills-financial-group-llc-richmond-va-334431",
  "display_name": "Wills Financial Group, LLC",
  "summary": "Wills Financial Group, LLC is an SEC-registered investment advisory firm in Richmond, VA, registered since 2025, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated February 27, 2026.",
  "citation": "AdvisorCensus. Wills Financial Group, LLC (CRD 334431): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management",
    "Hourly charges"
  ],
  "advisory_activity_labels": [
    "Financial planning services",
    "Portfolio management for individuals and/or small businesses"
  ],
  "quick_answers": [
    {
      "q": "How is Wills Financial Group, LLC compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Wills Financial Group, LLC reports these compensation arrangements: a percentage of assets under its management; hourly charges."
    },
    {
      "q": "How much does Wills Financial Group, LLC charge?",
      "a": "Its Form ADV Part 2A brochure dated February 26, 2026 states: Hourly rate: $300 an hour (standalone Financial Planning and Consulting Services). Fees can differ by service and may be negotiable; the brochure is the complete statement."
    },
    {
      "q": "Where is Wills Financial Group, LLC located?",
      "a": "Wills Financial Group, LLC's principal office is in Richmond, VA, according to its Form ADV."
    },
    {
      "q": "Is Wills Financial Group, LLC registered with the SEC or a state?",
      "a": "Wills Financial Group, LLC is an SEC-registered investment advisory firm, registered since 2025. Status as filed: Approved. CRD 334431."
    },
    {
      "q": "How much does Wills Financial Group, LLC manage?",
      "a": "Wills Financial Group, LLC reports $385,729,154 in regulatory assets under management in its Form ADV filing dated February 27, 2026 (100% discretionary)."
    },
    {
      "q": "How have Wills Financial Group, LLC's assets and staff changed since 2025?",
      "a": "In the Form ADV data for Wills Financial Group, LLC: Regulatory assets under management: $362,053,267 in the October 2025 data and $385,729,154 in the October 2026 data, up 7%. Total employees: 5 in October 2025 and 5 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Wills Financial Group, LLC serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (164); high net worth individuals (90)."
    },
    {
      "q": "Which custodians does Wills Financial Group, LLC use?",
      "a": "Wills Financial Group, LLC's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. as a custodian holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Wills Financial Group, LLC report any disciplinary disclosures?",
      "a": "Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/334431"
    },
    {
      "q": "What changed in Wills Financial Group, LLC's recent Form ADV filings?",
      "a": "In the January 2026 filing data: No longer registered or notice-filed in LA."
    }
  ],
  "filing_history": [
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 362053267.0,
      "total_employees": 5,
      "filing_date": "2025-02-17"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 385729154.0,
      "total_employees": 5,
      "filing_date": "2026-02-27"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-01-01",
      "period_label": "January 2026",
      "notes": [
        "No longer registered or notice-filed in LA."
      ]
    },
    {
      "period": "2025-12-01",
      "period_label": "December 2025",
      "notes": [
        "Registered or notice-filed in CT, NY."
      ]
    }
  ],
  "fees_from_brochure": {
    "source": "Form ADV Part 2A brochure dated February 26, 2026",
    "provided_by_the_firm": false,
    "tiers": [],
    "flat_rate": null,
    "stated_range": null,
    "stated_maximum": null,
    "account_minimum": null,
    "account_minimum_may_be_waived": false,
    "minimum_annual_fee": null,
    "planning_fees": [
      "Hourly rate: $300 an hour (standalone Financial Planning and Consulting Services)"
    ],
    "figures": [
      {
        "label": "Planning fee",
        "statements": [
          "Hourly rate: $300 an hour (standalone Financial Planning and Consulting Services)"
        ],
        "quotes": [
          "In addition, in limited instances, WFG may determine to engage a client for standalone Financial Planning and Consulting Services, which services will be provided for a $300 hourly fee."
        ]
      }
    ],
    "values": {
      "tiers": [],
      "range_pct": null,
      "max_pct": null,
      "account_minimum": null,
      "minimum_annual_fee": null,
      "planning": [
        {
          "kind": "hourly",
          "amount": 300.0,
          "min": null,
          "max": null,
          "period": "hour",
          "service": "standalone Financial Planning and Consulting Services"
        }
      ]
    },
    "quotes": [
      "In addition, in limited instances, WFG may determine to engage a client for standalone Financial Planning and Consulting Services, which services will be provided for a $300 hourly fee."
    ],
    "note": "As stated in the firm's brochure; fees can differ by service and may be negotiable."
  },
  "custodians": [
    {
      "name": "Charles Schwab & Co., Inc.",
      "name_as_filed": "CHARLES SCHWAB & CO., INC.",
      "affiliated": false
    }
  ],
  "custodians_note": "Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.",
  "markdown_url": "https://advisorcensus.com/firm/wills-financial-group-llc-richmond-va-334431.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 164,
      "fewer_than_5": false,
      "raum": 64544451.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 90,
      "fewer_than_5": false,
      "raum": 317191746.0
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": null,
      "fewer_than_5": true,
      "raum": 3992957.0
    }
  ],
  "disclosure_line": "Reports no disclosure items on Form ADV Item 11.",
  "disclosure_items": [],
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/334431",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}