First Affirmative Financial Network Llc
- Regulatory AUM
- $905M
- Discretionary
- $716M
- Clients
- 2,327
- Avg AUM / client
- $389K
- Accounts
- 2,327
- Employees
- 23
AUM over time
Annual snapshots from Form ADV filings · as of May 22, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 995 | $486M | 53.7% |
| High net worth individuals | 1,280 | $400M | 44.2% |
| Pension and profit sharing plans | 14 | $4.6M | 0.5% |
| Charitable organizations | 23 | $9.0M | 1.0% |
| Corporations and other businesses | 15 | $4.8M | 0.53% |
People (29)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| George Richard Gay | Chief Executive Officer | CFP | Aug 1999 (27y) | 10% – 25% |
| Driller, Sarah, Haskins | Investment Specialist | Sep 2020 (6y) | Less than 5% | |
| Finkbeiner, Josef, Bruce | Director, Managed Account Services | Sep 2020 (6y) | Less than 5% | |
| Gonzales, Stephen, Anthony | Supervisor, Account Services | Sep 2020 (6y) | Less than 5% | |
| Gusman, Theresa, Marie | Chief Investment Officer | Sep 2020 (6y) | 10% – 25% | |
| Hairgrove, William, David | Sales Manager | Sep 2020 (6y) | 5% – 10% | |
| Lewis, Kathleen, Joy | Chief Compliance Officer | Sep 2020 (6y) | 5% – 10% | |
| Mannar, Jared, Devendran | Account Services Specialist | Sep 2020 (6y) | Less than 5% | |
| Mitchell, Caryn, Eileen | Account Services Specialist | Sep 2020 (6y) | Less than 5% | |
| Mitchell, Kaitlyn, Morgan | Investment Analyst | Sep 2020 (6y) | Less than 5% | |
| Ogbogu, Benedict, Azubuike | Sales Manager | Sep 2020 (6y) | 5% – 10% | |
| Thacker, Amy, Abbott | Resigned | Sep 2020 (6y) | 5% – 10% | |
| Thomas, Matthew, Tyler | Account Services Specialist | Sep 2020 (6y) | Less than 5% | |
| Welle, Gail, Marie | Accounting Specialist | Sep 2020 (6y) | Less than 5% | |
| Zandarski, Mark, Brandon | Salesforce Workflow Specialist | Sep 2020 (6y) | Less than 5% | |
| Mcnamara, Julie, Kay | Retired | Dec 2020 (6y) | 5% – 10% | |
| Alonzo, Tonya, S | Chief Operating Officer | Oct 2022 (4y) | Less than 5% | |
| James Clay Horlacher | Registered representative | Aug 1999 (27y) | ||
| Sigurd David Bue | Registered representative | Aug 1999 (27y) | ||
| Robert Francis Pajak | Registered representative | CFP | Jul 2007 (19y) | |
| Brenda Lee Lenz | Registered representative | CFP | Jan 2013 (14y) | |
| Kenneth Santos Silva Ballard | Registered representative | Jan 2024 (3y) | ||
| Meghan Heather Lape | Registered representative | CFP | Sep 2024 (2y) | |
| Sarah Soliman Soliman | Registered representative | Sep 2025 (1y) | ||
| Kimberly Sue Terry | Registered representative | CFP | Oct 2025 (1y) | |
| Renee Dubois Morgan | Registered representative | Jan 2026 (1y) | ||
| Lev L Mandel | Registered representative | May 2026 (0y) | ||
| Jovita Ruiz Honor | Registered representative | CFP | Jul 2026 (0y) | |
| Joseph Frank Pelusi | Registered representative | Jul 2026 (0y) |
Undisclosed: 0% – 55% of the firm is not attributable from the filed Schedule A bands.
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 05/22/2026 | 1 MB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
No disciplinary events reported on the firm's latest Form ADV filing.
How they charge
- • Percentage of assets under management
- • Hourly charges
- • Fixed fees
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Portfolio management for businesses/institutional clients
- • Selection of other advisers
- • Publication of periodicals or newsletters
- • Educational seminars/workshops
Custody
Reported custodians
- Charles Schwab & Co. $239M (26% of AUM) May 2026
- Folio Investments, Inc. $218M (24% of AUM) May 2026
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports having custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: May 22, 2026.
View current Form ADV (SEC/IAPD) ↗