Onward Advisors LLC
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About
Onward Advisors LLC provides discretionary asset management primarily for institutional and pooled‑vehicle clients and also offers financial planning and consulting services for clients that engage the firm for written plans. The firm acts as a portfolio manager, may retain third‑party sub‑advisers to manage portions of portfolios, and conducts periodic reviews of client accounts.
Onward’s investment process is guided by client objectives, risk tolerance, time horizon and tax considerations and can include a wide range of instruments from cash and listed securities to private equity, hedge funds, structured products, options and derivatives. The firm generally manages accounts on a discretionary basis, retains the authority to hire or fire sub‑advisers, and emphasizes fiduciary disclosure of conflicts in its client communications.
Notable distinctions include Onward’s ownership and close affiliation with Wedbush Financial Services and related entities: its representatives are registered with Wedbush Securities, and the firm is connected with a broker‑dealer, a futures commission merchant, insurance brokerage capabilities and municipal advisory relationships, which expands available services but may create additional conflicts of interest. The firm also offers financial planning on an hourly or flat‑fee basis (a less common fee arrangement among comparable investment managers) and is deemed to have custody in certain circumstances with independent verification procedures in place.
Client services
Expertise
Fee options
Flat fees for financial planning and consulting services ranging from $500 to $100,000.
Up to 2.00% annually (maximum annual fee charged will not exceed 2.00%)
Representatives receive commissions for sale of securities and investment products including trail fees; conflicts disclosed.
Maximum hourly fee of $250 for financial planning and consulting services.
Account minimum: $100,000
Main office
225 S. Lake Ave Penthouse
Pasadena CA 91101
Advisors at this office
2
Most active in
California
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is active or affiliated with:
Insurance agent
They sell insurance products and may earn commissions on those sales.
Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Is not active or affiliated with:
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
Advisors at this firm
Stephen S
Series 63, Series 66
Pasadena, CA
Onward Advisors LLC
Stephen Stroup is a financial advisor at Onward Advisors LLC with 19 years of industry experience. He holds Series 63 and Series 66 designations and has previously worked at Ameriprise Financial Services, U.S. Bancorp Investments, Qapital LLC, and Wedbush Securities. Onward Advisors LLC provides discretionary asset management primarily for institutional and pooled-vehicle clients, along with financial planning and consulting services. The firm’s investment approach considers client objectives, risk tolerance, time horizon, and tax factors, employing a broad range of instruments and often managing accounts on a discretionary basis.
Edward Z
Series 63, Series 65
Pasadena, CA
Onward Advisors LLC
Edward Zubow is a financial advisor at Wedbush Securities Inc. with 33 years of industry experience. He holds Series 63 and Series 65 licenses and has been with Wedbush Securities since 2004. Outside of his advisory role, he is a partner and trumpet player in a band called Shallow Water Music LLC and owns EZ Money BBQ, LLC, a business selling barbecue spices. Wedbush Securities serves a diverse client base including individual and high-net-worth investors, foundations, and institutional clients, offering brokerage and SEC-registered investment advisory services across multiple asset classes and account types. The firm combines broker-dealer and capital markets functions with custody, clearing, and prime services, supporting both discretionary and non-discretionary managed accounts.
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