First Financial Advisory Services provides financial planning, portfolio management for individuals and small businesses, and educational seminars. Financial planning was provided to 26–50 clients last fiscal year.
First Financial Advisory Services reports 521 clients. They include 440 individual clients, 76 high-net-worth individuals and 5 charitable organizations. Of its assets, 0.0% ($0 across 0 accounts) are managed with discretion; $278M across 1,071 accounts are not.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 84% | 42% |
| High-net-worth individuals | 15% | 57% |
| Charitable organizations | <1% | <1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 440 | $118M | 42.3% | $267K |
| High-net-worth individuals | 76 | $159M | 57.1% | $2.09M |
| Charitable organizations | 5 | $1.67M | 0.6% | $334K |
| Total | 521 | $278M | 100% | $534K |
- Clients
- 440
- Regulatory AUM
- $118M
- AUM share
- 42.3%
- Avg. per client
- $267K
- Clients
- 76
- Regulatory AUM
- $159M
- AUM share
- 57.1%
- Avg. per client
- $2.09M
- Clients
- 5
- Regulatory AUM
- $1.67M
- AUM share
- 0.6%
- Avg. per client
- $334K
Total
- Clients
- 521
- Regulatory AUM
- $278M
- AUM share
- 100%
- Avg. per client
- $534K
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 26–50
First Financial Advisory Services charges 1.00%–1.50% a year for its Fee-Based Portfolio Management Services. The fee is billed in advance, is negotiable and requires an account of at least $25,000. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Financial planning
- Broad-based financial planning is a fixed fee of up to $5,000 a year, or $150 an hour for specific services; monthly and annual planning fees are negotiable.
Geraldine Cunningham owns 75% or more of First Financial Advisory Services. The leadership team of First Financial Advisory Services includes President Geraldine Cunningham and Chief Compliance Officer Matthew Cunningham. It has 7 employees.
Leadership
- Geraldine CunninghamPresident, Treasurer
- Peter RobinsonVice-President
- Matthew CunninghamChief Compliance Officer, Secretary
Investment adviser representatives
3 representatives listed in the SEC register as of 9 October 2026.
- Geraldine Butera Cunningham
- Matthew Joseph Cunningham
- Peter Brian Robinson
Staff
- 7 employees
- 7 in advisory functions
- 3 state-registered reps
- 3 broker-dealer reps
- 4 insurance agents
- Owns 75% or more of First Financial Advisory Services Inc
Geraldine Cunningham
Control person · since January 2012
First Financial Advisory Services’ regulatory assets grew from $209M (March 2021) to $278M (April 2026); clients fell from 600 to 521 and employees rose from 6 to 7. In 2025, Lighthouse Financial Management ($184M in its last filing) joined it.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| April 2026 | $278M | 521 | 7 | 3 |
| March 2025 | $250M | 533 | 6 | 2 |
| March 2024 | $225M | 560 | 6 | 2 |
| March 2023 | $198M | 439 | 6 | 2 |
| June 2022 | $245M | 608 | 6 | 2 |
| March 2021 | $209M | 600 | 6 | 2 |
Firms that joined
20251 joined
- Lighthouse Financial ManagementLast filed AUM $184M
Firms whose SEC withdrawal reports a sale to this firm, and deals reported in the press. Teams that moved without selling a registered firm may not appear.
Besides its headquarters, First Financial Advisory Services has 2 offices (2 private residences, listed without an address), with 1 listed address in Rhode Island.
Rhode Island · 1 listed address
- 85 Beach Street, WesterlyHQ
Other business names
First Financial Advisory Services has reported 1 other business name to the SEC.
- Far Flung Change
Contact and registration details
- Legal name
- First Financial Advisory Services Inc
- Headquarters
- 85 Beach Street, Westerly, RI 02891
- Website
- firstfinancialadvisory.com
- Phone
- 401-596-0193
- SEC file
- 801-20623
- Structure
- Delaware corporation
- Fiscal year end
- December
First Financial Advisory Services uses Pershing ($272M) as custodian for its separately managed accounts. First Financial Advisory Services has custody of $29.9M in client assets for 76 clients.
- PershingPershing LLC · Jersey City, NJ · $272M100%
At year end, First Financial Advisory Services’ separately managed accounts were mostly in stocks (54%) and funds (32%).
What the accounts hold
- Stocks54%
- Funds32%
- Registered funds20%
- Pooled vehicles12%
- Bonds1%
- Cash8%
- Other5%
- Fixed, variable, and indexed annuities and real-estate investment trusts5%
How many clients does First Financial Advisory Services have?
First Financial Advisory Services has 521 clients and manages $278 million for them, as of April 2026. They include 440 individual clients, 76 high-net-worth individuals and 5 charitable organizations.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 21 April 2026
What services does First Financial Advisory Services offer?
First Financial Advisory Services provides financial planning, portfolio management for individuals and small businesses, and educational seminars.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does First Financial Advisory Services charge?
First Financial Advisory Services charges 1.00%–1.50% a year for its Fee-Based Portfolio Management Services. The fee is billed in advance, is negotiable and requires an account of at least $25,000.
Which custodians does First Financial Advisory Services use?
First Financial Advisory Services’ separately managed account assets are held at Pershing LLC (Jersey City, NJ), with $272M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 21 April 2026
How many financial advisors does First Financial Advisory Services have?
First Financial Advisory Services has 3 investment adviser representatives registered with state securities authorities, out of 7 employees, and 7 perform investment advisory functions. 3 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 First Financial Advisory Services invest in?
At the end of its last fiscal year, First Financial Advisory Services’ separately managed accounts held 54% exchange-traded equities, 20% registered funds (mutual funds, ETFs, BDCs), 12% pooled vehicles (private funds and similar), 8% cash and equivalents, 5% other and 1% sovereign bonds. The 5% other category is described as: Fixed, Variable, and Indexed Annuities and Real-Estate Investment Trusts.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Does First Financial Advisory Services have a minimum investment?
Yes, First Financial Advisory Services’ minimum account size for its Fee-Based Portfolio Management Services is $25K.
Who owns First Financial Advisory Services?
First Financial Advisory Services’ direct owner is Geraldine Cunningham (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 21 April 2026
How does First Financial Advisory Services get paid?
First Financial Advisory Services is paid through a percentage of assets under management, hourly charges, fixed fees and commissions. Its Form ADV lists no 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 First Financial Advisory Services registered with the SEC?
Yes, First Financial Advisory Services has been registered with the SEC as an investment adviser since 24 January 1984. Its CRD number is 105031 and its SEC file number is 801-20623.
Source: Form ADV Part 1A, Item 1, filed 21 April 2026; IAPD firm record
How do I contact First Financial Advisory Services?
First Financial Advisory Services’ main office is at 85 Beach Street, Westerly, RI 02891. Its phone number is 401-596-0193. Its website is firstfinancialadvisory.com.