Financial Focus Llc
- Regulatory AUM
- $800M
- Discretionary
- $800M
- Clients
- 584
- Avg AUM / client
- $1.4M
- Accounts
- 1,308
- Employees
- 8
AUM over time
Annual snapshots from Form ADV filings · as of Jan 29, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 287 | $37.0M | 4.63% |
| High net worth individuals | 294 | $506M | 63.3% |
| Pension and profit sharing plans | 1 | $3.0M | 0.38% |
| Charitable organizations | 2 | $254M | 31.8% |
People (7)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Kaitlin Marie Hewell | President | CFP | Nov 2012 (14y) | ≈ 18.75% – 50% via Hewell Financial Group, Inc. |
| Barbara Jessup Williams | Chief Compliance Officer | CFP | Dec 2015 (11y) | ≈ 12.5% – 37.5% via Hovis Williams, Inc. |
| Hovis, John, H | Co Owner | Dec 2015 (11y) | ≈ 12.5% – 37.5% via Hovis Williams, Inc. | |
| Jerrie Kay Carli | Registered representative | Aug 2016 (10y) | ||
| Jay William Hovis | Registered representative | CFP | Jan 2019 (8y) | |
| Billie Carl Cook | Registered representative | CFP | Oct 2023 (3y) | |
| Olivia Taylor Gliege | Registered representative | CFP | Jun 2025 (1y) |
Entity owners (Schedule A/B)
| Entity | Title / status | Since | Sch. | Ownership |
|---|---|---|---|---|
| Hovis Williams, Inc. | Member | Dec 2015 | A | 25% – 50% |
| Hewell Financial Group, Inc. | Member | Dec 2015 | A | 25% – 50% |
Undisclosed: 0% – 25% of the firm is not attributable from the filed Schedule A bands.
Estimated effective ownership (look-through of filed bands):
- Kaitlin Marie Hewell: 75% – 100% of Hewell Financial Group, Inc. × 25% – 50% direct ≈ 18.75% – 50% of the firm
- Barbara Jessup Williams: 50% – 75% of Hovis Williams, Inc. × 25% – 50% direct ≈ 12.5% – 37.5% of the firm
- Hovis, John, H: 50% – 75% of Hovis Williams, Inc. × 25% – 50% direct ≈ 12.5% – 37.5% of the firm
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) | 01/29/2026 | 901 KB | 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
- • Pension consulting services
Custody
Reported custodians
- Charles Schwab & Co. $352M (44% of AUM) Jan 2026
- Assetmark Trust Company $242M (30% of AUM) Jan 2026
- Principal Financial $60.0M (18% of AUM) Jun 2020
- Mass Mutual $17.3M (4% of AUM) Jan 2022
- Empower Retirement $17.0M (3% of AUM) Oct 2023
- Hancock $4.8M (1% of AUM) Oct 2023
- Principal 401 K $4.8M (1% of AUM) Dec 2024
- John Hancock Funds, Llc $4.4M (1% of AUM) Oct 2023
- Retirement Plan Consultants $1.1M (0% of AUM) Oct 2023
- Nationwide Bank $512K (0% of AUM) Oct 2023
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports it does not have 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: Jan 29, 2026.
View current Form ADV (SEC/IAPD) ↗