Keystone Financial Group provides financial planning, portfolio management for individuals and small businesses, and educational seminars. Financial planning was provided to 4,000 clients last fiscal year.
Keystone Financial Group reports 6,628 clients. They include 6,138 individual clients, 464 high-net-worth individuals and 13 charitable organizations. Of its assets, 99.1% ($2.32B across 6,522 accounts) are managed with discretion; $21.2M across 106 accounts are not. A wrap fee program the firm both sponsors and manages holds $599M.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 93% | 48% |
| High-net-worth individuals | 7% | 51% |
| Charitable organizations | <1% | <1% |
| Corporations and other businesses | <1% | 1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 6,138 | $1.11B | 47.6% | $181K |
| High-net-worth individuals | 464 | $1.19B | 50.9% | $2.57M |
| Charitable organizations | 13 | $5.35M | 0.2% | $411K |
| Corporations and other businesses | 13 | $30.1M | 1.3% | $2.32M |
| Total | 6,628 | $2.34B | 100% | $353K |
- Clients
- 6,138
- Regulatory AUM
- $1.11B
- AUM share
- 47.6%
- Avg. per client
- $181K
- Clients
- 464
- Regulatory AUM
- $1.19B
- AUM share
- 50.9%
- Avg. per client
- $2.57M
- Clients
- 13
- Regulatory AUM
- $5.35M
- AUM share
- 0.2%
- Avg. per client
- $411K
- Clients
- 13
- Regulatory AUM
- $30.1M
- AUM share
- 1.3%
- Avg. per client
- $2.32M
Total
- Clients
- 6,628
- Regulatory AUM
- $2.34B
- AUM share
- 100%
- Avg. per client
- $353K
- 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
- 4000
Keystone Financial Group charges 0.25%–2.00% a year for its Asset Management Services. The fee is billed in advance and is negotiable. The brochure also prices 4 other services, listed under fee details.
Fee details and sources
Other fees
- Automated Advisory Services
- Total fee through Betterment of up to 1.00% of assets under management, split between the firm and Betterment Securities.
- Consulting
- Hourly fees of $75 to $600 per hour, or a fixed fee generally from $300 to $25,000.
- Financial Planning
- Hourly fees of $75 to $600 per hour, or a fixed fee generally from $300 to $25,000.
- Retirement Plan Participant Services
- Fee for individual participants of 0.10% to 2.00% per year of the participant's account value, billed monthly in advance.
Michael Kretz owns 50% to 75% of Keystone Financial Group. The leadership team of Keystone Financial Group includes Chief Compliance Officer Tobin Jenkins. It has 49 employees, 33 of them in advisory roles.
Staff
- 49 employees
- 33 in advisory functions
- 34 state-registered reps
- 30 broker-dealer reps
- 33 insurance agents
- Owns 50% to 75% of Keystone Financial Group, LLC
Michael Kretz
Control person · since December 2013
- Owns 50% to 75% of Keystone Financial Group, LLC
Tobin Jenkins
Control person · since December 2013
Keystone Financial Group’s regulatory assets grew 2.2× from $1.08B (March 2021) to $2.34B (September 2026); clients rose from 4,319 to 6,628 and employees from 39 to 49.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Sep 2026September 2026 | $2.34B | 6,628 | 49 | 9 |
| Apr 2025April 2025 | $1.86B | 6,508 | 44 | 9 |
| May 2024May 2024 | $1.51B | 5,260 | 45 | 9 |
| Jul 2023July 2023 | $1.24B | 5,191 | 39 | 9 |
| May 2022May 2022 | $1.24B | 4,765 | 39 | 9 |
| Mar 2021March 2021 | $1.08B | 4,319 | 39 | 9 |
Besides its headquarters, Keystone Financial Group has 8 offices (1 private residence, listed without an address), with 8 listed addresses in 1 state.
Kentucky · 8 listed addresses
- 527 Wellington Way, Ste 225, LexingtonHQ
- 116 S Main Street, Somerset
- 2201 Regency RD, Lexington
- 134 N Maysville St, MT. Sterling
- 1212 Bath Ave, Ashland
- 106 W. Vine Street, Lexington
- 60 Public Square, Leitchfield
- 6013 Brownsboro Park BLVD, Louisville
Other business names
Keystone Financial Group has reported 5 other business names to the SEC.
- Athletic Essentials
- Harris Financial
- J.R. Young Company
- R. L. Brown Wealth Management
- Seals Financial Planning
Contact and registration details
- Legal name
- Keystone Financial Group, LLC
- Headquarters
- 527 Wellington Way, Ste 225, Lexington, KY 40503
- Website
- keystoneky.com
- Phone
- 859-317-8316
- SEC file
- 801-79274
- Structure
- Kentucky LLC
- Fiscal year end
- December
Keystone Financial Group’s named custodians for separately managed accounts are LPL Financial ($1.82B, 84%) and Charles Schwab ($342M, 16%). Keystone Financial Group has custody of $527M for 1,959 clients.
- LPL FinancialLPL Financial LLC · Boston, MA · $1.82B84%
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $342M16%
At year end, Keystone Financial Group’s separately managed accounts were mostly in stocks (65%) and funds (25%). Its reported 13F holdings for the quarter ended 30 June 2026 total $1.69B across 567 positions; the largest are Apple Inc. (5.8%), State Str SPDR S&P 500 ETF T (4.8%) and SPDR Series Trust (4.2%).
What the accounts hold
- Stocks65%
- Funds25%
- Bonds1%
- Cash6%
- Other3%
- Muni bonds, corporate bonds, uit, non-investment grade bonds,3%
How many clients does Keystone Financial Group have?
Keystone Financial Group has 6,628 clients and manages $2.34 billion for them, as of September 2026. They include 6,138 individual clients, 464 high-net-worth individuals and 13 charitable organizations.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 29 September 2026
What services does Keystone Financial Group offer?
Keystone Financial Group 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 Keystone Financial Group charge?
Keystone Financial Group charges 0.25%–2.00% a year for its Asset Management Services. The fee is billed in advance and is negotiable.
Source: KEYSTONE FINANCIAL GROUP, LLC ADV PART 2A, filed 13 March 2026
Which custodians does Keystone Financial Group use?
Keystone Financial Group’s separately managed account assets are held at LPL Financial LLC (Boston, MA), with $1.82B and Charles Schwab & Co., Inc. (San Francisco, CA), with $342M. 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 September 2026
How many financial advisors does Keystone Financial Group have?
Keystone Financial Group has 34 investment adviser representatives registered with state securities authorities, out of 49 employees, and 33 perform investment advisory functions. 30 employees are registered representatives of a broker-dealer and 33 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 Keystone Financial Group invest in?
At the end of its last fiscal year, Keystone Financial Group’s separately managed accounts held 65% exchange-traded equities, 25% registered funds (mutual funds, ETFs, BDCs), 6% cash and equivalents, 3% other and 1% state and local bonds. The 3% other category is described as: Muni Bonds, Corporate Bonds, Uit, Non-Investment Grade Bonds,.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Keystone Financial Group?
Keystone Financial Group’s direct owners are Michael Kretz (50% to 75%) and Tobin Jenkins (50% to 75%).
Source: Form ADV Part 1A, Schedules A and B, filed 29 September 2026
How does Keystone Financial Group get paid?
Keystone Financial Group 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 Keystone Financial Group?
Keystone Financial Group’s main office is at 527 Wellington Way, Ste 225, Lexington, KY 40503. Its phone number is 859-317-8316. Its website is keystoneky.com.