The Keystone Financial Alliance, LLC (Atlanta)

Name: The Keystone Financial Alliance, LLC
Address: 3350 Riverwood Parkway, Atlanta, GA, 30339
Telephone: 404-260-0710

The Keystone Financial Alliance, LLC is a large advisory firm based in Atlanta. It manages $108.11 million of regulatory assets for 435 client accounts. It has been registered with the SEC as an adviser since 2013 and has operated in the jurisdictions of Alabama, Florida, Georgia, and New York.

The Keystone Financial Alliance provides financial planning services, portfolio management for individuals and small businesses, and financial consulting. It prepares financial plans for less than 10 clients. On top of advisory services, the firm doesn't engage in other business activities.

The Keystone Financial Alliance: assets under management

The assets under management (AUM) of The Keystone Financial Alliance, LLC is $108.11 million. The firm's AUM has grown by 42% since the beginning of its operation, and the company doesn't manage any assets belonging to foreign clients.

The firm manages $105.82 million in discretionary accounts and $2.29 million in non-discretionary accounts. On average, the discretionary accounts where all decisions are made on behalf of the client hold $244.39 thousand each. Non-discretionary accounts, where clients actively manage their portfolios, generally hold around $1.15 million.

Investments

The firm invests in exchange traded securities the most. They account for 74% of the total AUM. The second-largest asset type is cash and cash equivalents, which make up 10% of the firm’s portfolio. Investments in government bonds form 8% of the total invested assets.

Fees & Commissions

The advisory firm has several streams of revenue. Clients pay The Keystone Financial Alliance, LLC for their services and products based on a percentage of assets under management, hourly charges, and fixed fees. Compensation based on assets under management promotes a long-term relationship between a client and the adviser and helps align mutual interests. These fees don’t include brokerage commissions, interest, taxes, and other account expenses.

What kind of clients The Keystone Financial Alliance serves?

The firm provides services to individuals and high net worth individuals. The largest group of clients of The Keystone Financial Alliance is high net worth individuals with 45 clients and $83.57 million of assets under management. Among the 7 most similar advisory firms, The Keystone Financial Alliance has the 4th highest percentage of high net worth individuals out of all clients.

The amount of regulatory assets under management is $108.11 million for 130 clients that can include trusts, estates, and 401(k) plans and IRAs of individuals and their family members. None of the firm’s clients are foreign persons or businesses.

The Keystone Financial Alliance doesn't advise any private funds.

Careers at The Keystone Financial Alliance, LLC

The company employs 4 people that are either part- or full-time employees. 50 percent of the employees work as investment advisers or researchers. 2 employees are registered as investment adviser representatives with the state securities authorities.

There isn’t anyone with the role of looking for and bringing in new clients on behalf of the firm. The firm doesn’t compensate employees in addition to the salary for bringing in new clients. Employees don’t receive compensation from other entities for client referrals.

Direct owners and executive officers

Name	Entity	Date acquired	Ownership	Employer ID
Brian Bennett Henderson	Managing member & chief compliance officer	1 Sep 2013	50% - 75%	4269310
Gaines Morris Henderson	Managing member	1 Sep 2013	50% - 75%	242724

Based in Atlanta

The principal office where The Keystone Financial Alliance, LLC performs its advisory services is located at 3350 Riverwood Parkway, Atlanta, GA 30339, which is also the mailing address of the firm. It doesn’t run an office outside of the United States.

You can reach the main office by calling the phone number 404-260-0710. The normal business hours are 9:00am - 5:00pm on Monday - Friday. You can find more information about the New York firm at mykfa.com.