Seros Financial, LLC logo

Seros Financial, LLC

Updated today

Client assets under management

$341,130,903

Clients

441

27% high-net worth

Advisors

7

of 10 employees

Firm type

Team

4-10 advisors or $500M+ in AUM

Clients per advisor

63

Typical

Average account size

$773,539

About

Seros Financial provides investment advisory and financial planning services to individuals (including high‑net‑worth clients), pension and profit‑sharing plans, charitable organizations, and businesses, offering both discretionary and non‑discretionary portfolio management as well as limited or ongoing financial planning engagements. The firm also delivers ERISA and qualified plan offerings that range from investment policy and designated investment alternatives to non‑discretionary 3(21) services and discretionary 3(38) fiduciary implementation.

The firm manages client portfolios using a set of proprietary model strategies (P3–P6) and complementary sleeves, including a defined‑outcome “Targeted Equity” sleeve and a tactical “Bull/Bear” risk‑managed overlay, and relies on quantitative and fundamental analysis supported by third‑party technology and performance reporting. Seros both directly manages portfolios and assists clients in selecting third‑party managers, employing a broad toolkit that includes mutual funds, ETFs, structured products, derivatives, private placements and various annuity products.

Noteworthy differences from many peers include its billing mix: in addition to traditional asset‑based fees and hourly or fixed planning fees, Seros offers ongoing financial planning billed as an annual negotiated fee (i.e., a subscription‑style arrangement) and uses third‑party vendors to prepare model and performance reports that may be presented to clients. The firm’s brochure discloses that its advisory personnel are licensed insurance agents, that Seros has an affiliated insurance agency and owner‑held real‑estate and lending entities, and that insurance sales and affiliate relationships create potential conflicts of interest the firm identifies and discloses.

Client services

Financial planning Portfolio management Selection of other advisers

Expertise

Retirement income strategy Retirement plans for business owners (SEP, solo 401k) Options & derivatives strategies Concentrated stock management Private / alternative investments

Occupation focus

Founder/Business Owner Retired Executive

Fee options

Fixed

Financial planning fixed fees range from $500 to $30,000 depending on scope and complexity

Percentage

$0 - $499,999: 1.90% $500,000 - $999,999: 1.85% $1,000,000 - $2,000,000: 1.65% Above $2,000,000+: 1.60%

Commissions

Insurance products may be recommended and commissions paid to advisory professionals for insurance sales.

Project-based

$150 to $400 per hour depending on experience

Subscriptions

Annual fee negotiated for ongoing financial planning services

Other

Account minimum: $500,000

Main office location

Seros Financial, LLC

155 E Rivulon Blvd, Suite 304

Gilbert AZ 85297, United States

Number of offices

1

Most active in

Arizona · California · Colorado · New Mexico · Texas

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

user avatar

Jill B

Series 63, Series 65

Gilbert, AZ

Seros Financial, LLC

Jill Baumes is a financial advisor at Seros Financial, LLC with 15 years of industry experience. She holds Series 63 and Series 65 credentials and has worked with firms including Newmark Capital Management and United Planners' Financial Services. Outside of her advisory role, she owns and manages real estate ventures through Lala's Bay LLC and Samsara Rental. Seros Financial, LLC manages approximately $301 million for over 500 clients, serving individuals, pension and profit-sharing plans, charitable organizations, and businesses. The firm employs a multi-disciplinary investment process combining fundamental, quantitative, and technical analysis, offering discretionary and non-discretionary portfolio management alongside financial planning and ERISA-focused plan services.

Retirement income strategy Retirement plans for business owners (SEP, solo 401k) Options & derivatives strategies Concentrated stock management Private / alternative investments Founder/Business Owner Retired Executive
user avatar

Ashlee M

Series 66

Gilbert, AZ

Seros Financial, LLC

Ashlee Merkley is a financial advisor with Seros Financial, LLC in Tempe, AZ. She holds a Series 66 designation and has four years of industry experience. Prior to her advisory role, she worked in the retail and salon industries. Merkley is also an independent non-variable insurance agent. Seros Financial, LLC is an SEC-registered advisory firm managing approximately $301 million for over 500 clients, including individuals, pension plans, and charitable organizations. The firm employs a multi-disciplinary investment process and offers discretionary and non-discretionary portfolio management alongside various financial planning and ERISA-focused services.

Retirement income strategy Retirement plans for business owners (SEP, solo 401k) Options & derivatives strategies Concentrated stock management Private / alternative investments Founder/Business Owner Retired Executive
user avatar

Jeffrey W

Series 63, Series 65, Series 66

Gilbert, AZ

Seros Financial, LLC

Jeffrey Wilcock is a financial advisor at Seros Financial, LLC in Tempe, Arizona, holding Series 63, 65, and 66 licenses with 36 years of industry experience. He has worked with United Planners' Financial Services and operates Wilcock Financial LLC. Seros Financial, LLC is an SEC-registered advisory firm managing approximately $301 million for over 500 clients, including individuals, pension plans, and charitable organizations. The firm employs a multi-disciplinary investment process incorporating fundamental, quantitative, and technical analysis, offering both discretionary and non-discretionary portfolio management alongside financial planning and ERISA-focused services.

Retirement income strategy Retirement plans for business owners (SEP, solo 401k) Options & derivatives strategies Concentrated stock management Private / alternative investments Founder/Business Owner Retired Executive
user avatar

Kaitlyn M

Series 65

Gilbert, AZ

Seros Financial, LLC

Kaitlyn Morgan is a financial advisor at Seros Financial, LLC with two years of industry experience. She holds a Series 65 designation and previously worked at Sevensuede Investments and Viori Beauty. Seros Financial, LLC is an SEC-registered advisory firm managing approximately $301 million for around 526 clients, including individuals, pension and profit-sharing plans, charitable organizations, and businesses. The firm employs a multi-disciplinary investment process combining fundamental, quantitative, and technical analysis, offering discretionary and non-discretionary portfolio management along with various financial planning and ERISA-focused plan services.

Retirement income strategy Retirement plans for business owners (SEP, solo 401k) Options & derivatives strategies Concentrated stock management Private / alternative investments Founder/Business Owner Retired Executive
user avatar

Whitney H

Series 65

Gilbert, AZ

Seros Financial, LLC

Whitney Hendricks is a financial advisor at Seros Financial, LLC with one year of industry experience. She holds a Series 65 designation and previously worked at Sevensuede Investments for two years. Prior to entering the financial industry, she was a homemaker for eight years. Seros Financial, LLC is an SEC-registered advisory firm managing approximately $301 million for over 500 clients, including high-net-worth individuals, pension plans, charitable organizations, and businesses. The firm employs a multi-disciplinary investment process combining fundamental, quantitative, and technical analysis and offers both discretionary and non-discretionary portfolio management alongside financial planning and ERISA-focused plan services.

Retirement income strategy Retirement plans for business owners (SEP, solo 401k) Options & derivatives strategies Concentrated stock management Private / alternative investments Founder/Business Owner Retired Executive
user avatar

Sherod B

Series 63, Series 66

Gilbert, AZ

Seros Financial, LLC

Sherod Bigelow is a financial advisor at Seros Financial, LLC in Tempe, AZ, holding Series 63 and Series 66 licenses with 24 years of industry experience. He has been with Seros Financial since 2011 and has also worked at Newmark Capital Management, LLC. Additionally, he serves as a notary public in Arizona, a role he has maintained since 1999. Seros Financial, LLC is an SEC-registered advisory firm managing approximately $301 million for over 500 clients, including individuals, pension plans, charitable organizations, and businesses. The firm employs a multi-disciplinary investment process combining fundamental, quantitative, and technical analysis, offering discretionary and non-discretionary portfolio management alongside a range of financial planning and ERISA-focused services.

Retirement income strategy Retirement plans for business owners (SEP, solo 401k) Options & derivatives strategies Concentrated stock management Private / alternative investments Founder/Business Owner Retired Executive
user avatar

Jeremy S

Series 63, Series 65

Gilbert, AZ

Seros Financial, LLC

Jeremy Smith is a financial advisor at Seros Financial, LLC in Tempe, AZ, holding Series 63 and Series 65 licenses with 18 years of industry experience. His career includes ownership and management roles in several business ventures, including construction, business operations management, and real estate sales and lending. Outside of finance, he serves as an assistant football coach at Snowflake High School. Seros Financial, LLC is an SEC-registered advisory firm serving individuals, pension and profit-sharing plans, charitable organizations, and businesses. The firm employs a multi-disciplinary investment approach combining fundamental, quantitative, and technical analysis, and offers discretionary and non-discretionary portfolio management alongside various financial planning and ERISA-focused plan services.

Retirement income strategy Retirement plans for business owners (SEP, solo 401k) Options & derivatives strategies Concentrated stock management Private / alternative investments Founder/Business Owner Retired Executive
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