Gainesville, FL Office

Cravens & Company Wealth Management serves high-net-worth families, executives, healthcare and legal professionals, and retirees, and also provides advisory and consulting services to sponsors of employee retirement and benefit plans and other business entities. The firm reports discretionary management of roughly $311 million in client assets and offers private client, family office, fixed-income, and business consulting services.

The firm describes a holistic, multi-generational planning process through its Private Client and Family Office programs that combines financial, tax, and estate planning with customized discretionary investment management and a proprietary web-based aggregation tool (CWIS). Investment selection uses charting, fundamental and technical analysis, and the brochure discloses the use of options, margin, and short sales in separately managed accounts, with tax considerations incorporated into recommendations.

Compared with many peers, the firm emphasizes Qualified Plan Fiduciary Services that include participant education and communication and other plan-sponsor support, services the brochure highlights alongside more typical wealth management offerings. The brochure also discloses that advisory representatives may be licensed insurance agents who receive separate commissions and that the firm has an affiliated name-image-likeness (NIL) collective and a family office offering with bookkeeping and concierge services, with stated policies to address related conflicts of interest.