LPL Financial announced on Monday that it added Praxis Financial Partners, an advisor team based in Alpharetta, Georgia, from Wells Fargo Advisors Financial Network. At Wells Fargo, the team had about $1.1 billion in advisory, brokerage and retirement plan assets under management (AUM) as of year-end 2025.
Praxis joined LPL’s broker-dealer and RIA platform on Sept. 13 and will keep its name, an LPL spokesperson told Wealth Solutions Report.
Praxis serves business owners, corporate retirees, executives and multigenerational families in 24 states, LPL said.
Praxis Financial Partners was started in 2013 by Partners Scott Christian and Cecil Loyd after they worked together for decades, according to LPL.
The name “Praxis,” derived from the Greek word for “process,” reflects the team’s planning-based philosophy, LPL said.
Christian and Loyd, along with Jay Gentry, serve as Partners at Praxis Financial Partners. Gentry joined the firm in 2020 after 20 years in asset management distribution, according to LPL.
Financial Advisor Matt Dion joined Praxis in 2024 after 15 years as an advisor, according to LPL.
The four advisors have a support team that includes Jody Smith, Zac Hirschler, Ashlyn Presley, Ellen Rick, Seleena Harris and Parvathy Eashwaran.
“We’ve always believed that good financial advice begins with understanding what matters most to each client,” Christian said in a press release.
Christian added, “We take the time to learn their goals, priorities and risk tolerance, then develop customized strategies supported by an ongoing review process. Every client is different, and our objective is to create solutions tailored to their unique circumstances rather than relying on a one-size-fits-all approach.”
By managing a significant percentage of client assets in-house, the Praxis team provides clients with direct access to the advisors responsible for investment decisions and portfolio construction, according to LPL.
“The foundation of our business is service,” Gentry said in the release. “Many of our client relationships span multiple generations, and that continuity is made possible by an incredible team of professionals who care deeply about the people we serve.”
Gentry added, “Our clients know they can count on the same familiar faces year after year, and that’s something we are incredibly proud of.”
Christian said, “LPL’s open architecture platform gives us the freedom to build the wealth management ecosystem we believe best serves our clients.”
Praxis selected LPL after evaluating more than a dozen firms, citing its ability to retain ownership and preserve succession options, LPL said.
“Scott, Cecil, Jay and Matt have built Praxis Financial Partners with a clear sense of purpose,” Marc Cohen, Chief Growth Officer of LPL Financial, said in the press release.
LPL services and custodies about $2.6 trillion in brokerage and advisory AUM, it said Monday. The firm said it supports more than 32,000 financial advisors and the wealth management practices of about 1,100 financial institutions.
Jeff Berman, Contributing Editor and Reporter at Wealth Solutions Report, can be reached at jeff.berman@wealthsolutionsreport.com.
