New River Financial Group provides financial planning, portfolio management for individuals and small businesses, pension consulting, and selecting other managers. Financial planning was provided to 896 clients last fiscal year.
New River Financial Group reports 896 clients. They include 798 individual clients and 98 high-net-worth individuals. Of its assets, 100.0% ($377M across 1,638 accounts) are managed with discretion.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 89% | 59% |
| High-net-worth individuals | 11% | 41% |
| Charitable organizations | Fewer than 5 | <1% |
Client shares use reported counts. Client types without a reported count are excluded from that total.
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 798 | $221M | 58.7% | $277K |
| High-net-worth individuals | 98 | $156M | 41.3% | $1.59M |
| Charitable organizations | Fewer than 5 | $70.5K | 0.0% | — |
| Total | 896 | $377M | 100% | — |
- Clients
- 798
- Regulatory AUM
- $221M
- AUM share
- 58.7%
- Avg. per client
- $277K
- Clients
- 98
- Regulatory AUM
- $156M
- AUM share
- 41.3%
- Avg. per client
- $1.59M
- Clients
- Fewer than 5
- Regulatory AUM
- $70.5K
- AUM share
- 0.0%
- Avg. per client
- —
Total
- Clients
- 896
- Regulatory AUM
- $377M
- AUM share
- 100%
- Avg. per client
- —
- 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
- 896
New River Financial Group charges up to 1.75% a year for its Investment Management Services. The fee is billed in arrears and is negotiable. The brochure also prices 2 other services, listed under fee details.
Fee details and sources
Other fees
- Retirement Plan Consulting
- Retirement plan consulting fees are a percentage of plan assets, not to exceed 1.75%, set in a separate agreement.
- Stand-alone financial planning
- Stand-alone financial planning is $400 an hour with a 5-hour minimum; an ongoing planning engagement generally costs $150 to $250 a month.
Jimmy Martin owns 75% or more of New River Financial Group. It has 10 employees, 5 of them in advisory roles.
Staff
- 10 employees
- 5 in advisory functions
- 5 state-registered reps
- 5 insurance agents
- 2 soliciting firms
- Owns 75% or more of New River Financial Group, LLC
Jimmy Martin
Control person · since October 2011
New River Financial Group’s regulatory assets grew 2.7× from $140M (June 2022) to $377M (February 2026); clients rose from 425 to 896 and employees from 6 to 10.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Feb 2026February 2026 | $377M | 896 | 10 | 3 |
| Mar 2025March 2025 | $277M | 626 | 10 | 3 |
| Mar 2024March 2024 | $184M | 541 | 7 | 2 |
| Mar 2023March 2023 | $132M | 458 | 7 | 2 |
| Jun 2022June 2022 | $140M | 425 | 6 | 2 |
Besides its headquarters, New River Financial Group has 2 offices, with 3 listed addresses in 1 state.
Virginia · 3 listed addresses
- 1055 W Main Street, ChristiansburgHQ
- 3130 Chaparral Drive, Roanoke
- 3311 Old Forrest RD, Lynchburg
Contact and registration details
- Legal name
- New River Financial Group, LLC
- Headquarters
- 1055 W Main Street, Christiansburg, VA 24073
- Website
- planwellretirehappy.com
- Phone
- 540-639-4810
- SEC file
- 801-126115
- Structure
- Virginia LLC
- Fiscal year end
- December
New River Financial Group’s named custodians for separately managed accounts are Trade-PMR ($196M, 52%), Charles Schwab ($168M, 44%) and SEI Investments Distribution ($13.3M, 4%). New River Financial Group does not have custody of client assets.
- Trade-PMRTrade-PMR Inc. · St. Louis, MO · $196M52%
- SEI Investments DistributionSEI Investments Distribution Co. · Oaks, PA · $13.3M4%
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $168M44%
At year end, New River Financial Group’s separately managed accounts were mostly in stocks (87%).
What the accounts hold
- Stocks87%
- Funds5%
- Bonds6%
- Investment grade corporate bonds3%
- U.S. government and agency bonds2%
- State and local bonds1%
- Cash2%
How many clients does New River Financial Group have?
New River Financial Group has 896 clients and manages $377 million for them, as of February 2026. They include 798 individual clients and 98 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 17 February 2026
What services does New River Financial Group offer?
New River Financial Group provides financial planning, portfolio management for individuals and small businesses, pension consulting, and selecting other managers.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does New River Financial Group charge?
New River Financial Group charges up to 1.75% a year for its Investment Management Services. The fee is billed in arrears and is negotiable.
Which custodians does New River Financial Group use?
New River Financial Group’s separately managed account assets are held at Trade-PMR Inc. (St. Louis, MO), with $196M, Charles Schwab & Co., Inc. (Westlake, TX), with $168M and SEI Investments Distribution Co. (Oaks, PA), with $13.3M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 17 February 2026
How many financial advisors does New River Financial Group have?
New River Financial Group has 5 investment adviser representatives registered with state securities authorities, out of 10 employees, and 5 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 5 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 New River Financial Group invest in?
At the end of its last fiscal year, New River Financial Group’s separately managed accounts held 87% exchange-traded equities, 5% registered funds (mutual funds, ETFs, BDCs), 3% investment grade corporate bonds, 2% U.S. government and agency bonds, 2% cash and equivalents and 1% state and local bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns New River Financial Group?
New River Financial Group’s direct owner is Jimmy Martin (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 17 February 2026
How does New River Financial Group get paid?
New River Financial Group is paid through a percentage of assets under management and hourly charges. 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 New River Financial Group?
New River Financial Group’s main office is at 1055 W Main Street, Christiansburg, VA 24073. Its phone number is 540-639-4810. Its website is planwellretirehappy.com.