American Financial Advisors provides financial planning, portfolio management for individuals and small businesses, educational seminars, education planning, estate planning, insurance, and retirement plan services. Financial planning was provided to 51–100 clients last fiscal year.
American Financial Advisors reports 799 clients. They include 421 high-net-worth individuals and 378 individual clients. Of its assets, 0.0% ($0 across 0 accounts) are managed with discretion; $1.28B across 1,765 accounts are not. It advised 56 clients without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 47% | 16% |
| High-net-worth individuals | 53% | 84% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 378 | $206M | 16.1% | $545K |
| High-net-worth individuals | 421 | $1.07B | 83.9% | $2.55M |
| Total | 799 | $1.28B | 100% | $1.6M |
- Clients
- 378
- Regulatory AUM
- $206M
- AUM share
- 16.1%
- Avg. per client
- $545K
- Clients
- 421
- Regulatory AUM
- $1.07B
- AUM share
- 83.9%
- Avg. per client
- $2.55M
Total
- Clients
- 799
- Regulatory AUM
- $1.28B
- AUM share
- 100%
- Avg. per client
- $1.6M
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 56
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 51–100
American Financial Advisors charges 0.58%–1.08% a year for its Asset Management Services. The fee is billed in advance and is negotiable. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Financial Planning and Consulting
- Fixed plan fees range from $325 to $5,000, and hourly fees are $325 for professional services and $175 for staff time; fees are negotiable.
Matthew Boyce owns 50% to 75% of American Financial Advisors. The leadership team of American Financial Advisors includes President Matthew Boyce and Chief Compliance Officer Karen Torres. It has 8 employees.
Leadership
- Matthew BoycePresident, CFO
- Karen TorresChief Compliance Officer
- William MertesCIO
Investment adviser representatives
6 representatives listed in the SEC register as of 9 October 2026.
- Matthew John Boyce
- Alexander Jan Bras
- Andrew Markus Bras
- Mark Jan Bras
- James Robert Cable
- William Andrew Mertes
Staff
- 8 employees
- 8 in advisory functions
- 6 state-registered reps
- 1 insurance agent
- 1 soliciting firm
- Owns 50% to 75% of American Financial Advisors Inc
Matthew Boyce
Control person · since January 2020
- Owns 50% to 75% of American Financial Advisors Inc
William Mertes
Control person · since January 2020
American Financial Advisors’ regulatory assets grew 2.0× from $635M (February 2021) to $1.28B (February 2026); clients rose from 656 to 799 and employees from 6 to 8.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| February 2026 | $1.28B | 799 | 8 | 3 |
| May 2025 | $1.04B | 763 | 9 | 3 |
| July 2024 | $887M | 731 | 9 | 3 |
| February 2023 | $726M | 702 | 6 | 3 |
| June 2022 | $733M | 667 | 6 | 3 |
| February 2021 | $635M | 656 | 6 | 3 |
Besides its headquarters, American Financial Advisors has 2 offices (2 private residences, listed without an address), with 1 listed address in Florida.
Florida · 1 listed address
- 1031 W Morse BLVD., Ste. 110, Winter ParkHQ
Contact and registration details
- Legal name
- American Financial Advisors Inc
- Headquarters
- 1031 W Morse BLVD., Ste. 110, Winter Park, FL 32789
- Phone
- 407-207-9006
- SEC file
- 801-56857
- Founded
- 1989
- Structure
- Florida corporation
- Fiscal year end
- December
American Financial Advisors uses Charles Schwab ($1.28B) as custodian for its separately managed accounts. American Financial Advisors does not have custody of client assets.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $1.28B100%
At year end, American Financial Advisors’ separately managed accounts were mostly in funds (100%).
What the accounts hold
- Funds100%
How many clients does American Financial Advisors have?
American Financial Advisors has 799 clients and manages $1.28 billion for them, as of February 2026. They include 421 high-net-worth individuals and 378 individual clients.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 10 February 2026
What services does American Financial Advisors offer?
American Financial Advisors provides financial planning, portfolio management for individuals and small businesses, educational seminars, education planning, estate planning, insurance, and retirement plan services.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file; Part 2A brochure, Item 4
How much does American Financial Advisors charge?
American Financial Advisors charges 0.58%–1.08% a year for its Asset Management Services. The fee is billed in advance and is negotiable.
Source: ADV 2A, filed 13 October 2026
Which custodians does American Financial Advisors use?
American Financial Advisors’ separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $1.28B. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 10 February 2026
How many financial advisors does American Financial Advisors have?
American Financial Advisors has 6 investment adviser representatives registered with state securities authorities, out of 8 employees, and 8 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 1 employee is a licensed insurance agent.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does American Financial Advisors invest in?
At the end of its last fiscal year, American Financial Advisors’ separately managed accounts held 100% registered funds (mutual funds, ETFs, BDCs).
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns American Financial Advisors?
American Financial Advisors’ direct owners are Matthew Boyce (50% to 75%) and William Mertes (50% to 75%).
Source: Form ADV Part 1A, Schedules A and B, filed 10 February 2026
How does American Financial Advisors get paid?
American Financial Advisors is paid through a percentage of assets under management, hourly charges and fixed fees. Its Form ADV lists no commissions or performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
How do I contact American Financial Advisors?
American Financial Advisors’ main office is at 1031 W Morse BLVD., Ste. 110, Winter Park, FL 32789. Its phone number is 407-207-9006. Its website is americanfinancialadvisors.com.