Sound Financial Strategies Group provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, selecting other managers, and educational seminars. Financial planning was provided to 1–10 clients last fiscal year.
Sound Financial Strategies Group reports 593 clients. They include 560 individual clients, 30 high-net-worth individuals, and 3 corporations and other businesses. Of its assets, 100.0% ($218M across 923 accounts) are managed with discretion. A wrap fee program the firm both sponsors and manages holds $85.2M.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 94% | 47% |
| High-net-worth individuals | 5% | 14% |
| Corporations and other businesses | <1% | 39% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 560 | $102M | 46.7% | $181K |
| High-net-worth individuals | 30 | $30.6M | 14.1% | $1.02M |
| Corporations and other businesses | Fewer than 5 | $85.5M | 39.3% | $28.5M |
| Total | 593 | $218M | 100% | — |
- Clients
- 560
- Regulatory AUM
- $102M
- AUM share
- 46.7%
- Avg. per client
- $181K
- Clients
- 30
- Regulatory AUM
- $30.6M
- AUM share
- 14.1%
- Avg. per client
- $1.02M
- Clients
- Fewer than 5
- Regulatory AUM
- $85.5M
- AUM share
- 39.3%
- Avg. per client
- $28.5M
Total
- Clients
- 593
- Regulatory AUM
- $218M
- 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
- 1–10
Sound Financial Strategies Group charges 0.30%–1.44% a year for its Fee-Based Accounts. The fee is billed in advance, is negotiable and requires an account of at least $50,000. The brochure also prices 2 other services, listed under fee details.
Fee details and sources
Other fees
- Financial Planning
- Financial planning is a flat fee of up to $2,500 per quarter, negotiable depending on the services provided.
- SIMPLE IRA Plus Plan Advisory
- Plan advisory for the SIMPLE IRA Plus is asset based at 0.50% annually, paid in arrears, plus American Funds fund expenses.
JSH Holdings, LLC owns 75% or more of Sound Financial Strategies Group and is in turn owned by Susan Holden (50–75%) and Joel Holden (50–75%). It has 7 employees, 4 of them in advisory roles.
Staff
- 7 employees
- 4 in advisory functions
- 4 state-registered reps
- 2 broker-dealer reps
- 3 insurance agents
- Owns 75% or more of Sound Financial Strategies Group, LLC
JSH Holdings, LLC
Control person · since January 2026
- Owns 50% to 75% of JSH Holdings, LLC
Susan Holden
Control person · since January 2026
- Owns 50% to 75% of JSH Holdings, LLC
Joel Holden
Control person · since January 2026
Sound Financial Strategies Group’s regulatory assets fell from $257M (July 2021) to $218M (March 2026); clients fell from 791 to 593 and employees from 9 to 7.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Mar 2026March 2026 | $218M | 593 | 7 | 1 |
| Mar 2025March 2025 | $184M | 723 | 8 | 1 |
| Apr 2024April 2024 | $184M | 744 | 8 | 1 |
| Mar 2023March 2023 | $215M | 843 | 9 | 2 |
| Mar 2022March 2022 | $264M | 802 | 11 | 2 |
| Jul 2021July 2021 | $257M | 791 | 9 | 2 |
Besides its headquarters, Sound Financial Strategies Group has 0 offices, with 1 listed address in 1 state.
Mississippi · 1 listed address
- 116 One Madison Plaza, Suite 1100, MadisonHQ
Contact and registration details
- Legal name
- Sound Financial Strategies Group, LLC
- Headquarters
- 116 One Madison Plaza, Suite 1100, Madison, MS 39110
- Website
- soundfsg.com
- Phone
- 601-856-3825
- SEC file
- 801-108894
- Structure
- Mississippi LLC
- Fiscal year end
- December
Sound Financial Strategies Group’s named custodians for separately managed accounts are Raymond James ($121M, 57%) and Charles Schwab ($90.3M, 43%). Sound Financial Strategies Group does not have custody of client assets.
- Raymond JamesRaymond James & Associates, Inc. · St. Petersburg, FL · $121M57%
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $90.3M43%
At year end, Sound Financial Strategies Group’s separately managed accounts were mostly in funds (63%) and stocks (20%). Its reported 13F holdings for the quarter ended 30 June 2026 total $157M across 121 positions; the largest are iShares TR (10.1%), Cambria ETF TR (9.7%) and Timothy Plan (4.2%).
What the accounts hold
- Stocks20%
- Funds63%
- Registered funds61%
- Pooled vehicles2%
- Bonds5%
- U.S. government and agency bonds2%
- Investment grade corporate bonds2%
- State and local bonds1%
- Cash9%
- Other2%
- Variable annuity subaccounts and lps2%
Filed values cover 99%. The neutral 1% gap has no reported category.
How many clients does Sound Financial Strategies Group have?
Sound Financial Strategies Group has 593 clients and manages $218 million for them, as of March 2026. They include 560 individual clients, 30 high-net-worth individuals, and 3 corporations and other businesses.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 19 March 2026
What services does Sound Financial Strategies Group offer?
Sound Financial Strategies Group provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, selecting other managers, and educational seminars.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Sound Financial Strategies Group charge?
Sound Financial Strategies Group charges 0.30%–1.44% a year for its Fee-Based Accounts. The fee is billed in advance, is negotiable and requires an account of at least $50,000.
Source: SOUND FINANCIAL STRATEGIES GROUP ADV OCTOBER 2026, filed 15 October 2026
Which custodians does Sound Financial Strategies Group use?
Sound Financial Strategies Group’s separately managed account assets are held at Raymond James & Associates, Inc. (St. Petersburg, FL), with $121M and Charles Schwab & Co., Inc. (Westlake, TX), with $90.3M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 19 March 2026
How many financial advisors does Sound Financial Strategies Group have?
Sound Financial Strategies Group has 4 investment adviser representatives registered with state securities authorities, out of 7 employees, and 4 perform investment advisory functions. 2 employees are registered representatives of a broker-dealer and 3 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 Sound Financial Strategies Group invest in?
At the end of its last fiscal year, Sound Financial Strategies Group’s separately managed accounts held 61% registered funds (mutual funds, ETFs, BDCs), 20% exchange-traded equities, 9% cash and equivalents, 2% U.S. government and agency bonds, 2% investment grade corporate bonds, 2% pooled vehicles (private funds and similar), 2% other and 1% state and local bonds. The 2% other category is described as: Variable Annuity Subaccounts and LPS.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Does Sound Financial Strategies Group have a minimum investment?
Yes, Sound Financial Strategies Group’s minimum account size for its Fee-Based Accounts is $50K.
Source: SOUND FINANCIAL STRATEGIES GROUP ADV OCTOBER 2026, filed 15 October 2026
Who owns Sound Financial Strategies Group?
Sound Financial Strategies Group is owned through a holding company by Susan and Joel Holden. Its direct owner is JSH Holdings, LLC (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 19 March 2026
How does Sound Financial Strategies Group get paid?
Sound Financial Strategies Group is paid through a percentage of assets under management, 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
How do I contact Sound Financial Strategies Group?
Sound Financial Strategies Group’s main office is at 116 One Madison Plaza, Suite 1100, Madison, MS 39110. Its phone number is 601-856-3825. Its website is soundfsg.com.
