Financial Focus provides financial planning, portfolio management for individuals and small businesses, and pension consulting. Financial planning was provided to 1–10 clients last fiscal year.
Financial Focus reports 584 clients. They include 294 high-net-worth individuals, 287 individual clients and 2 charitable organizations. Of its assets, 100.0% ($800M across 1,308 accounts) are managed with discretion. A wrap fee program the firm both sponsors and manages holds $352M. It advised 10 clients without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 49% | 5% |
| High-net-worth individuals | 50% | 63% |
| Pension and profit-sharing plans | <1% | <1% |
| Charitable organizations | <1% | 32% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 287 | $37M | 4.6% | $129K |
| High-net-worth individuals | 294 | $506M | 63.2% | $1.72M |
| Pension and profit-sharing plans | 1 | $3M | 0.4% | $3M |
| Charitable organizations | 2 | $254M | 31.8% | $127M |
| Total | 584 | $800M | 100% | $1.37M |
- Clients
- 287
- Regulatory AUM
- $37M
- AUM share
- 4.6%
- Avg. per client
- $129K
- Clients
- 294
- Regulatory AUM
- $506M
- AUM share
- 63.2%
- Avg. per client
- $1.72M
- Clients
- 1
- Regulatory AUM
- $3M
- AUM share
- 0.4%
- Avg. per client
- $3M
- Clients
- 2
- Regulatory AUM
- $254M
- AUM share
- 31.8%
- Avg. per client
- $127M
Total
- Clients
- 584
- Regulatory AUM
- $800M
- AUM share
- 100%
- Avg. per client
- $1.37M
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 10
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 1–10
Financial Focus is paid through a percentage of assets under management, hourly charges and fixed fees (other than subscription fees). The reviewed brochures do not disclose an asset-based fee rate. Read the SEC-filed brochure. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Financial planning and consulting
- Fixed-fee plans typically range from $1,500 to $5,000, calculated on a $300 hourly rate; one-time consulting is billed at $300 an hour.
Barbara Williams owns 25% to 50% of Financial Focus. The leadership team of Financial Focus includes Chief Compliance Officer Barbara Williams. It has 8 employees, 5 of them in advisory roles.
Leadership
- Barbara WilliamsChief Compliance Officer
Investment adviser representatives
5 representatives listed in the SEC register as of 9 October 2026.
Staff
- 8 employees
- 5 in advisory functions
- 5 state-registered reps
- 5 broker-dealer reps
- 4 insurance agents
- Owns 25% to 50% of Financial Focus LLC
Barbara Williams
Control person · since December 2015
- Owns 25% to 50% of Financial Focus LLC
Hovis-Williams, Inc.
Control person · since December 2015
- Owns 50% to 75% of Hovis-Williams, Inc.
John Hovis
Control person · since December 2015
Financial Focus’ regulatory assets grew 2.0× from $400M (January 2021) to $800M (January 2026); clients rose from 363 to 584 and employees from 7 to 8.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| January 2026 | $800M | 584 | 8 | 1 |
| February 2025 | $687M | 672 | 7 | 1 |
| July 2024 | $633M | 603 | 8 | 1 |
| April 2023 | $487M | 391 | 7 | 1 |
| January 2022 | $482M | 495 | 7 | 1 |
| January 2021 | $400M | 363 | 7 | 1 |
Besides its headquarters, Financial Focus has 0 offices, with 1 listed address in California.
California · 1 listed address
- 1925 Palomar Oaks Way, #107, CarlsbadHQ
Contact and registration details
- Legal name
- Financial Focus LLC
- Headquarters
- 1925 Palomar Oaks Way, #107, Carlsbad, CA 92008
- Website
- financialfocusllc.com
- Phone
- 760-431-3040
- SEC file
- 801-112408
- Structure
- California LLC
- Fiscal year end
- December
Financial Focus uses Charles Schwab ($352M, 59%) and Assetmark Trust ($242M, 41%) as custodians for its separately managed accounts. Financial Focus does not have custody of client assets.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $352M59%
- Assetmark TrustAssetmark Trust Company · Palm Beach Gardens, AZ · $242M41%
At year end, Financial Focus’ separately managed accounts were mostly in funds (68%) and stocks (18%).
What the accounts hold
- Stocks18%
- Funds68%
- Bonds11%
- State and local bonds6%
- Investment grade corporate bonds3%
- U.S. government and agency bonds2%
- Cash3%
How many clients does Financial Focus have?
Financial Focus has 584 clients and manages $800 million for them, as of January 2026. They include 294 high-net-worth individuals, 287 individual clients and 2 charitable organizations.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 29 January 2026
What services does Financial Focus offer?
Financial Focus provides financial planning, portfolio management for individuals and small businesses, and pension consulting.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
Which custodians does Financial Focus use?
Financial Focus’ separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $352M and Assetmark Trust Company (Palm Beach Gardens, AZ), with $242M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 29 January 2026
How many financial advisors does Financial Focus have?
Financial Focus has 5 investment adviser representatives registered with state securities authorities, out of 8 employees, and 5 perform investment advisory functions. 5 employees are registered representatives of a broker-dealer and 4 employees are licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Financial Focus invest in?
At the end of its last fiscal year, Financial Focus’ separately managed accounts held 68% registered funds (mutual funds, ETFs, BDCs), 18% exchange-traded equities, 6% state and local bonds, 3% investment grade corporate bonds, 3% cash and equivalents and 2% U.S. government and agency bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Financial Focus?
Financial Focus is owned through a holding company by John Hovis. Its direct owners are Barbara Williams and Hovis-Williams, Inc., each holding 50% or less.
Source: Form ADV Part 1A, Schedules A and B, filed 29 January 2026
How does Financial Focus get paid?
Financial Focus 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
Is Financial Focus registered with the SEC?
Yes, Financial Focus has been registered with the SEC as an investment adviser since 8 February 2018. Its CRD number is 282177 and its SEC file number is 801-112408.
Source: Form ADV Part 1A, Item 1, filed 29 January 2026; IAPD firm record
How do I contact Financial Focus?
Financial Focus’ main office is at 1925 Palomar Oaks Way, #107, Carlsbad, CA 92008. Its phone number is 760-431-3040. Its website is financialfocusllc.com.