{"url":"https://nivawealth.com/firms/financial-focus-282177","iapdUrl":"https://adviserinfo.sec.gov/firm/summary/282177","regulatoryAum":800000000,"crd":"282177","adviserRoster":{"asOf":"2026-10-09","items":[{"crd":"2504055","suffix":null,"lastName":"CARLI","firstName":"JERRIE","middleName":"KAY"},{"crd":"6016363","suffix":null,"lastName":"COOK","firstName":"BILLIE","middleName":"CARL"},{"crd":"7266452","suffix":null,"lastName":"GLIEGE","firstName":"OLIVIA","middleName":"TAYLOR"},{"crd":"6647870","suffix":null,"lastName":"HOVIS","firstName":"JAY","middleName":"WILLIAM"},{"crd":"1050277","suffix":null,"lastName":"WILLIAMS","firstName":"BARBARA","middleName":"JESSUP"}],"total":5,"loadedAt":"2026-10-10T00:20:19.761928+00:00","sourceUrl":"https://reports.adviserinfo.sec.gov/reports/CompilationReports/IA_INDVL_Feed_10_09_2026.xml.zip"},"history":[{"filedOn":"2021-01-08","regulatoryAum":400330748,"clients":363,"employees":7,"offices":1},{"filedOn":"2022-01-21","regulatoryAum":482415164,"clients":495,"employees":7,"offices":1},{"filedOn":"2023-04-07","regulatoryAum":487143468,"clients":391,"employees":7,"offices":1},{"filedOn":"2024-07-09","regulatoryAum":633135678,"clients":603,"employees":8,"offices":1},{"filedOn":"2025-02-14","regulatoryAum":687000000,"clients":672,"employees":7,"offices":1},{"filedOn":"2026-01-29","regulatoryAum":800000000,"clients":584,"employees":8,"offices":1}],"secFileNumber":"801-112408","legalName":"Financial Focus LLC","displayName":"Financial Focus","slug":"financial-focus-282177","website":"https://financialfocusllc.com/","logo":{"src":"https://rmkhnxnbeclogprvkfyl.supabase.co/storage/v1/object/public/firm-logos/282177/58c6a0fdc3449fff-r1.webp","tone":"dark","width":1260,"height":200,"sourceUrl":"https://www.financialfocusllc.com/","sourceLabel":"Financial Focus LLC, website"},"classification":{"segment":"individuals","segmentLabel":"Wealth management","type":"independent_wealth_manager","typeLabel":"RIA","feeDisclosure":"full"},"founded":null,"organization":"California limited liability company","fiscalYearEnd":"December","headquarters":{"street":"1925 Palomar Oaks Way, #107","city":"Carlsbad","state":"CA","stateName":"California","country":"United States","postalCode":"92008"},"tradeNames":[],"registration":{"secApproved":"8 February 2018","noticeFilings":null,"latestNoticeFiling":null},"wealthAumPerClient":934595.5249569707,"staff":{"employees":8,"advisory":5,"brokerDealerReps":5,"insuranceAgents":4,"promoters":0},"aum":{"regulatory":800000000,"discretionary":800000000,"discretionaryAccounts":1308,"nonDiscretionary":0,"nonDiscretionaryAccounts":0,"wrapProgram":352000000,"nonUsClientsPct":0,"nonAumClients":10},"clientTypes":[{"label":"Individuals (other than HNW)","clients":287,"regulatoryAum":37000000},{"label":"High-net-worth individuals","clients":294,"regulatoryAum":506000000},{"label":"Pension and profit-sharing plans","clients":1,"regulatoryAum":3000000},{"label":"Charitable organizations","clients":2,"regulatoryAum":254000000}],"feePrograms":[{"role":"other","program":"Financial planning and consulting","summary":"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.","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1005015","versionId":1005015,"submittedOn":"2026-01-29","documentName":"ADV2A AND 2B"}],"brochureCoverage":{"scope":"sec_inventory","status":"reviewed_no_numerical_schedule","checkedAt":"2026-10-22T07:15:41.287596+00:00","documents":[{"name":"ADV2A AND 2B","status":"read","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1005015","versionId":1005015,"submittedOn":"2026-01-29"},{"name":null,"status":"not_downloaded","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1005014","versionId":1005014,"submittedOn":null}]},"custodians":[{"name":"Charles Schwab & Co., Inc.","shortName":"Charles Schwab","location":"San Francisco, CA","smaAssets":352000000},{"name":"Assetmark Trust Company","shortName":"Assetmark Trust","location":"Palm Beach Gardens, AZ","smaAssets":242000000}],"custodyNote":"Financial Focus does not have custody of client assets.","leadership":[{"name":"Barbara Williams","title":"Chief Compliance Officer","crd":"1050277"}],"ownership":[{"label":"Barbara Williams","detail":"Chief compliance officer in the 25% to 50% ownership band and a control person, since December 2015. Also a co- owner of Hovis-Williams, Inc. in the 50% to 75% band and a control person, since December 2015."},{"label":"Hovis-Williams, Inc.","detail":"Member in the 25% to 50% ownership band and a control person, since December 2015."},{"label":"John Hovis","detail":"Indirect owner: a co- owner of Hovis-Williams, Inc. in the 50% to 75% band and a control person, since December 2015.","parent":"Hovis-Williams, Inc."}],"filedOffices":{"otherThanPrincipal":0,"privateResidences":0},"listedOfficeAddresses":1,"foreignOffices":[],"officesByState":[{"state":"California","offices":1,"addresses":[{"street":"1925 Palomar Oaks Way, #107","city":"Carlsbad","headquarters":true}]}],"advFacts":{"source":{"file":"ia100226.zip","asOf":"2 October 2026"},"telephone":"760-431-3040","stateRegisteredReps":5,"otherAdviserReps":0,"compensation":["A percentage of assets under management","Hourly charges","Fixed fees (other than subscription fees)"],"activities":["Financial planning services","Portfolio management for individuals and/or small businesses","Pension consulting services"],"financialPlanningClients":"1-10","assetMix":[{"label":"Exchange-traded equity securities","percent":18},{"label":"U.S. government/agency bonds","percent":2},{"label":"U.S. state and local bonds","percent":6},{"label":"Investment grade corporate bonds","percent":3},{"label":"Securities issued by registered investment companies or business development companies","percent":68},{"label":"Cash and cash equivalents","percent":3}],"privateFunds":0},"sources":{"adv1FilingDate":"29 January 2026","adv1Url":"https://reports.adviserinfo.sec.gov/reports/ADV/282177/PDF/282177.pdf","brochureDate":"29 January 2026","brochureUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1005015","iapdCompiledDate":null,"retrievedDate":"15 October 2026","retrievedOn":"2026-10-15","updatedOn":"2026-10-22","holdingsUpdatedOn":"2026-10-21","adv1Pages":{},"brochurePages":{}},"otherBusiness":[],"faq":[{"question":"How many clients does Financial Focus have?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"What services does Financial Focus offer?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"Which custodians does Financial Focus use?","answer":"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","sourceRef":{"doc":"adv1","section":"custodians"}},{"question":"How many financial advisors does Financial Focus have?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"What does Financial Focus invest in?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"Who owns Financial Focus?","answer":"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","sourceRef":{"doc":"adv1","section":"scheduleA"}},{"question":"How does Financial Focus get paid?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"Is Financial Focus registered with the SEC?","answer":"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","sourceRef":{"doc":"adv1","section":"identity"}},{"question":"How do I contact Financial Focus?","answer":"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.","source":"Form ADV Part 1A, Item 1.F, filed 29 January 2026","sourceRef":{"doc":"adv1","section":"offices"}}],"holdings":null,"notice":"Compiled from public SEC Form ADV filings on the dates in `sources`. Facts as filed; not a rating, ranking, or recommendation. Niva is not affiliated with this firm. Disciplinary history is deliberately not included here or on the page; the SEC publishes the complete record at the `iapdUrl` above."}