# Wills Financial Group, LLC

> 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.

- CRD: 334431
- Filed as: WILLS FINANCIAL GROUP, LLC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Richmond, VA
- Filing period: October 2026
- Form ADV filing dated: February 27, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/334431
- AdvisorCensus page: https://advisorcensus.com/firm/wills-financial-group-llc-richmond-va-334431

## Quick answers

**How is Wills Financial Group, LLC compensated?**
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.

**How much does Wills Financial Group, LLC charge?**
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.

**Where is Wills Financial Group, LLC located?**
Wills Financial Group, LLC's principal office is in Richmond, VA, according to its Form ADV.

**Is Wills Financial Group, LLC registered with the SEC or a state?**
Wills Financial Group, LLC is an SEC-registered investment advisory firm, registered since 2025. Status as filed: Approved. CRD 334431.

**How much does Wills Financial Group, LLC manage?**
Wills Financial Group, LLC reports $385,729,154 in regulatory assets under management in its Form ADV filing dated February 27, 2026 (100% discretionary).

**How have Wills Financial Group, LLC's assets and staff changed since 2025?**
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.

**What types of clients does Wills Financial Group, LLC serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (164); high net worth individuals (90).

**Which custodians does Wills Financial Group, LLC use?**
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.

**Does Wills Financial Group, LLC report any disciplinary disclosures?**
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

**What changed in Wills Financial Group, LLC's recent Form ADV filings?**
In the January 2026 filing data: No longer registered or notice-filed in LA.

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Hourly charges

### Fees and minimums (Form ADV Part 2A brochure dated February 26, 2026)

- Hourly rate: $300 an hour (standalone Financial Planning and Consulting Services)

> 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.

As stated in the firm's brochure. Fees can differ by service and may be negotiable.

### Custodians (Schedule D, Section 5.K(3))
- Charles Schwab & Co., Inc.

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.

### Regulatory assets under management (Item 5.F)
- Total: $385,729,154
- Discretionary: $385,729,154
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 164 | $64,544,451 |
| High net worth individuals | 90 | $317,191,746 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | Fewer than 5 | $3,992,957 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses

### Firm details
- Registered since: 2025 (1 year)
- Employees: 5 total, 4 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: CT, FL, NC, NJ, NY, PA, TN, TX, VA
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- [willsfg.com](https://willsfg.com)

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2025 | $362,053,267 | 5 | February 17, 2025 |
| October 2026 | $385,729,154 | 5 | February 27, 2026 |

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.

## Changes in the filing (last 12 months)

### January 2026
- No longer registered or notice-filed in LA.

### December 2025
- Registered or notice-filed in CT, NY.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Wills Financial Group, LLC (CRD 334431): Form ADV filing data as of October 2026.