Sequoia Financial Group: Platform Profile

Overview

Sequoia Financial Group is the consumer brand and parent organization.

Investment advisory services are provided through:

Sequoia Financial Advisors, LLC (SFA).

Store the legal separation:

• Brand parent: Sequoia Financial Group, LLC
• Investment adviser: Sequoia Financial Advisors, LLC
• CRD: 117756
• SEC number: 801-61089

Current June 2026 Part 2A states:

Investment-management pricing is negotiated and can be:

• a percentage of AUM; or
• a fixed retainer.

There is no single universal current percentage.

Current services include:

• discretionary investment management;
• non-discretionary investment management;
• financial planning;
• retirement planning;
• tax planning;
• estate planning;
• risk management;
• charitable planning;
• alternatives/private markets;
• Sentinel Family Office.

May fit better for

• clients seeking integrated wealth planning;
• investors who want no current account-value minimum;
• households comfortable with negotiated pricing;
• clients who want discretionary or non-discretionary management;
• families seeking tax and estate coordination;
• eligible investors considering private funds;
• ultra-high-net-worth families seeking family-office capabilities.

May fit less well for

• investors who want one public AUM percentage;
• clients seeking a cheap algorithm-only robo;
• households that need only portfolio rebalancing;
• investors who want no affiliated product conflicts;
• users who assume every client is billed on the same schedule;
• clients needing daily liquidity from every investment.

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Sequoia Financial Advisors, LLC is the adviser

Current disclosure footer:

• Investment adviser: Sequoia Financial Advisors, LLC
• Parent: Sequoia Financial Group, LLC
• Parent wholly owns adviser: Yes

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No current minimum account value

Current June 12, 2026 Part 2A:

Product- or strategy-specific minimums can still exist.

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Investment-management pricing is negotiated

Current Part 2A:

• Investment management fee methods:
• percentage of assets under management
• fixed retainer
• Fees negotiable: Yes

The exact fee depends on:

• financial circumstances;
• AUM or assets under review;
• number and complexity of services;
• client agreement.

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Billing method is also relationship-specific

Current Part 2A allows:

• Billing methods:
• quarterly in advance
• quarterly in arrears
• monthly in advance
• fixed amount in advance or arrears

Legacy arrangements can differ.

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Wealth-planning fees provide useful fixed references

Current new-plan fee schedule:

• Financial Independence Plan: $1,500
• Basic Financial Plan: $3,500
• Comprehensive Financial Plan: $5,500
• Wealth Management Plan: $10,000 / negotiated

Planning fees can be:

• negotiable;
• waived;
• incorporated into a flat Comprehensive Wealth Advisory fee.

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Sequoia advises an affiliated ETF

Current disclosure:

• Affiliated ETF: Sequoia Global Value ETF
• Fund level fee: 0.33% annually
• SFA sponsor and subadvisor: Yes

SFA can invest up to 100% of an applicable client's account in the affiliated ETF where consistent with the client's strategy.

The arrangement creates a conflict because SFA receives a portion of the ETF's fund-level fee.

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Private funds can carry performance fees

Current disclosure permits private funds within client portfolios.

It also states that one private fund charges a performance fee and is limited to investors meeting applicable Qualified Purchaser and/or Qualified Client standards.

Legacy performance-fee arrangements also exist but are not offered to new investors.

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Sequoia Tax Services is an affiliate

Current Part 2A:

• Tax affiliate: Sequoia Tax Services, LLC
• Common ownership: Yes
• Tax service separate fee possible: Yes

A recommendation to use the affiliate creates a conflict.

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Schwab and Fidelity provide custody/business support

Current disclosure discusses custodians including:

• Charles Schwab;
• Fidelity.

The custodians can provide research, technology and business support.

SFA also participates in referral programs that can create economic incentives.

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Referral economics are explicit

Current brochure states SFA pays referral fees in programs including Fidelity and Schwab arrangements.

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Current scale changed in September 2026

Sequoia announced a September 2026 acquisition and stated:

• Public AUM: $34.9 billion
• Public AUM as of: 2026-06-30

The June Part 2A, using December 31, 2025 data, reported more than $32 billion.

Store dates.

Assessment

Sequoia is the least standardized fee model in Batch 51.

The useful current facts are not a headline percentage.

They are:

• no minimum account value;
• negotiable AUM or fixed-retainer pricing;
• multiple permitted billing methods;
• published fixed planning-fee references;
• meaningful affiliated-product and referral conflicts.

A review that invents one Sequoia AUM rate would be less accurate than stating that the client agreement controls.