Rollins Financial Advisors, Llc
SEC-registered
Wealth Manager · Mid-sized ($1B–$10B)
CRD 312921
· SEC file 801-120482
· Atlanta, GA
· www.focusfinancialpartners.com
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ADV data as of Apr 14, 2026
- Regulatory AUM
- $1.6B
- Discretionary
- $1.6B
- Clients
- 1,004
- Avg AUM / client
- $1.6M
- Accounts
- 1,004
- Employees
- 14
AUM over time
$848M
$1.6B
Dec 2020
Dec 2025
Annual snapshots from Form ADV filings · as of Apr 14, 2026
Investments (13F portfolio — 158 positions, $632,364,347)
13F period Mar 31, 2026| # | Issuer | Class | Value | Shares | % of 13F | % of AUM |
|---|---|---|---|---|---|---|
| 1 | Invesco Qqq Trust Series I | ETF | $64,246,935 | 111,312 | 10.2% | 4.05% |
| 2 | Apple Inc Com | Stock | $55,415,864 | 218,353 | 8.76% | 3.49% |
| 3 | Alphabet Inc Cap Stk Cl A | Stock | $39,822,105 | 138,483 | 6.3% | 2.51% |
| 4 | Schwab U.S. Large Cap Growth Etf | ETF | $38,776,328 | 1,331,148 | 6.13% | 2.44% |
| 5 | Microsoft Corp Com | Stock | $38,533,516 | 104,097 | 6.09% | 2.43% |
| 6 | Amazon Com Inc Com | Stock | $38,128,521 | 183,073 | 6.03% | 2.4% |
| 7 | Bank Of Amer Corp Com | Stock | $22,163,552 | 454,637 | 3.5% | 1.4% |
| 8 | Invesco S&P 500 Quality Etf | ETF | $21,986,121 | 292,408 | 3.48% | 1.38% |
| 9 | Invesco Nasdaq 100 Etf | ETF | $18,828,085 | 79,236 | 2.98% | 1.19% |
| 10 | Vanguard High Dividend Yield Index Etf | ETF | $15,965,510 | 107,802 | 2.52% | 1.01% |
| 11 | Meta Platforms Inc Cl A | Stock | $15,017,677 | 26,249 | 2.37% | 0.95% |
| 12 | Jpmorgan Chase & Co Com | Stock | $13,028,328 | 44,290 | 2.06% | 0.82% |
| 13 | Putnam Focused Large Cap Value Etf | ETF | $11,876,284 | 255,954 | 1.88% | 0.75% |
| 14 | Ishares Core S&P Total U.S. Stock Market Etf | ETF | $10,815,946 | 75,939 | 1.71% | 0.68% |
| 15 | Ishares U.S. Technology Etf | ETF | $10,678,616 | 58,861 | 1.69% | 0.67% |
| 16 | Tesla Inc Com | Stock | $10,478,146 | 28,186 | 1.66% | 0.66% |
| 17 | Pimco Multisector Bond Active Exchange Traded Fund | ETF | $9,033,489 | 344,790 | 1.43% | 0.57% |
| 18 | Ishares Global Tech Etf | ETF | $8,540,317 | 85,429 | 1.35% | 0.54% |
| 19 | Invesco S&P 500 Momentum Etf | ETF | $8,514,822 | 75,951 | 1.35% | 0.54% |
| 20 | Ishares Short Maturity Bond Etf | ETF | $7,861,954 | 154,656 | 1.24% | 0.49% |
| 21 | Schwab Fundamental U.S. Large Company Etf | ETF | $7,543,247 | 270,853 | 1.19% | 0.47% |
| 22 | T. Rowe Price U.S. Equity Research Etf | ETF | $7,484,251 | 182,989 | 1.18% | 0.47% |
| 23 | Nvidia Corporation Com | Stock | $7,354,954 | 42,173 | 1.16% | 0.46% |
| 24 | Ishares Flexible Income Active Etf | ETF | $5,983,120 | 115,215 | 0.95% | 0.38% |
| 25 | Kinder Morgan Inc Del Com | Stock | $5,190,893 | 154,813 | 0.82% | 0.33% |
Top 25 of 158 positions from the manager's latest Form 13F · source filing (EDGAR) ↗. 13F covers long US-listed positions only. "% of AUM" is share of the firm's total regulatory AUM (Form ADV Item 5.F).
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 580 | $219M | 13.8% |
| High net worth individuals | 402 | $1.3B | 83.1% |
| Pension and profit sharing plans | 22 | $48.8M | 3.07% |
Retirement plan clients
Plans that reported this firm as an investment service provider on Form 5500 Schedule C.
| Plan | Location | Plan year |
|---|---|---|
| Baron Capital, Inc. 401(k) Profit Sharing Plan Baron Capital, Inc. | 2024 | |
| Delta 401(k) Retirement Plan Delta Air Lines, Inc. | 2024 |
People (7)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Danielle Van Lear Schultz | Chief Financial Officer | Personal Financial Specialist | Feb 2021 (6y) | Less than 5% |
| Edward J Wilcox | Chief Compliance Officer | CFP CFA | Feb 2021 (6y) | Less than 5% |
| Joseph Rumage Rollins | President/Ceo | Chartered Financial Consultant | Feb 2021 (6y) | Less than 5% |
| Robert Ernst Schultz | Chief Operations Officer | CFP Chartered Financial Consultant | Feb 2021 (6y) | Less than 5% |
| Shelley R Fietsam | Registered representative | May 2021 (5y) | ||
| De Nay Jowell Gonzales | Registered representative | Feb 2022 (4y) | ||
| Alexis Kristina Chambers | Registered representative | Oct 2024 (2y) |
Entity owners (Schedule A/B)
| Entity | Title / status | Since | Sch. | Ownership |
|---|---|---|---|---|
| Focus Operating, Llc | Member (Manager) | Feb 2021 | A | 75% or more |
| Focus Financial Partners, Llc | Member | Jan 2007 | B | ≈ 56.25% – 100% via Focus Operating, Llc |
| Focus Financial Partners Inc. | Member | Jul 2018 | B | ≈ 42.19% – 100% via Focus Financial Partners, Llc |
| Ferdinand Ffp Acquisition, Llc | Shareholder, Class A Common Stock | Aug 2023 | B | ≈ 31.64% – 100% via Focus Financial Partners Inc. |
| Ferdinand Ffp Ultimate Holdings, Lp | Shareholder, Class B Common Stock | Aug 2023 | B | ≈ 31.64% – 100% via Focus Financial Partners Inc. |
| Ferdinand Ffp Intermediate Holdings, Llc | Member | Aug 2023 | B | ≈ 23.73% – 100% via Ferdinand Ffp Acquisition, Llc |
| Ferdinand Ffp Parent, Inc. | Member | Aug 2023 | B | ≈ 17.8% – 100% via Ferdinand Ffp Intermediate Holdings, Llc |
| Cd&R Ferdinand Holdings, L.P. | Partner | Aug 2023 | B | ≈ 15.82% – 75% via Ferdinand Ffp Ultimate Holdings, Lp |
| Clayton, Dubilier & Rice Fund Xii, L.P. | Partner | Aug 2023 | B | ≈ 7.91% – 56.25% via Cd&R Ferdinand Holdings, L.P. |
| Cd&R Ferdinand Co Investor, L.P. | Partner | Aug 2023 | B | ≈ 3.96% – 37.5% via Cd&R Ferdinand Holdings, L.P. |
Undisclosed: 0% – 25% of the firm is not attributable from the filed Schedule A bands.
Estimated effective ownership (look-through of filed bands):
- Focus Financial Partners, Llc: 75% – 100% of Focus Operating, Llc × 75% – 100% direct ≈ 56.25% – 100% of the firm
- Focus Financial Partners Inc.: 75% – 100% of Focus Financial Partners, Llc × 75% – 100% of Focus Operating, Llc × 75% – 100% direct ≈ 42.19% – 100% of the firm
- Ferdinand Ffp Acquisition, Llc: 75% – 100% of Focus Financial Partners Inc. × 75% – 100% of Focus Financial Partners, Llc × 75% – 100% of Focus Operating, Llc × 75% – 100% direct ≈ 31.64% – 100% of the firm
- Ferdinand Ffp Ultimate Holdings, Lp: 75% – 100% of Focus Financial Partners Inc. × 75% – 100% of Focus Financial Partners, Llc × 75% – 100% of Focus Operating, Llc × 75% – 100% direct ≈ 31.64% – 100% of the firm
- Ferdinand Ffp Intermediate Holdings, Llc: 75% – 100% of Ferdinand Ffp Acquisition, Llc × 75% – 100% of Focus Financial Partners Inc. × 75% – 100% of Focus Financial Partners, Llc × 75% – 100% of Focus Operating, Llc × 75% – 100% direct ≈ 23.73% – 100% of the firm
- Ferdinand Ffp Parent, Inc.: 75% – 100% of Ferdinand Ffp Intermediate Holdings, Llc × 75% – 100% of Ferdinand Ffp Acquisition, Llc × 75% – 100% of Focus Financial Partners Inc. × 75% – 100% of Focus Financial Partners, Llc × 75% – 100% of Focus Operating, Llc × 75% – 100% direct ≈ 17.8% – 100% of the firm
- Cd&R Ferdinand Holdings, L.P.: 50% – 75% of Ferdinand Ffp Ultimate Holdings, Lp × 75% – 100% of Focus Financial Partners Inc. × 75% – 100% of Focus Financial Partners, Llc × 75% – 100% of Focus Operating, Llc × 75% – 100% direct ≈ 15.82% – 75% of the firm
- Clayton, Dubilier & Rice Fund Xii, L.P.: 50% – 75% of Cd&R Ferdinand Holdings, L.P. × 50% – 75% of Ferdinand Ffp Ultimate Holdings, Lp × 75% – 100% of Focus Financial Partners Inc. × 75% – 100% of Focus Financial Partners, Llc × 75% – 100% of Focus Operating, Llc × 75% – 100% direct ≈ 7.91% – 56.25% of the firm
- Cd&R Ferdinand Co Investor, L.P.: 25% – 50% of Cd&R Ferdinand Holdings, L.P. × 50% – 75% of Ferdinand Ffp Ultimate Holdings, Lp × 75% – 100% of Focus Financial Partners Inc. × 75% – 100% of Focus Financial Partners, Llc × 75% – 100% of Focus Operating, Llc × 75% – 100% direct ≈ 3.96% – 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.
Retirement plans served (2)
| Plan | Sponsor | Participants | Plan assets | As of |
|---|---|---|---|---|
| Baron Capital, Inc. 401(k) Profit Sharing Plan | Baron Capital, Inc. | 205 | $354M | 03/01/2024 |
| Delta 401(k) Retirement Plan | Delta Air Lines, Inc. | 89,993 | $19.0B | 01/01/2024 |
From Form 5500 service-provider disclosures.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 04/14/2026 | 1.03 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
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Pension consulting services
- • Other services
Custody
Reported custodians
- Fidelity Brokerage Services $823M (52% of AUM) Apr 2026
- Charles Schwab & Co. $766M (48% of AUM) Apr 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: Apr 14, 2026.
View current Form ADV (SEC/IAPD) ↗