Wills Financial Group, LLC
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
About
Wills Financial Group provides customized portfolio management and, when requested, standalone financial planning and consulting to individuals, families, retirement plans, trusts, estates and foundations. The SEC-registered adviser manages roughly $385.7 million on a discretionary basis and typically operates under written limited powers of attorney to implement client strategies.
The firm’s investment team uses fundamental analysis and regular investment-team reviews to build balanced portfolios that emphasize both capital appreciation and income, generally employing individual equities, bonds, mutual funds and ETFs. WFG generally avoids using margin for investment purposes, treats cash as an asset class, and may, in limited cases, offer private placement opportunities to qualified clients.
Structurally, WFG succeeded to the registration of Wills Financial Group, Inc. and is principally owned by that corporate entity, an affiliation that is less common among similar team firms. The firm also provides consolidated reporting for assets not managed by WFG via a third‑party service (ByAllAccounts), discloses a limited co‑ownership of rental property with a client, and states it does not accept compensation for recommending other investment advisers.
Client services
Expertise
Fee options
$0 - $2,000,000: 1.00% $2,000,001 - $4,000,000: 0.80% $4,000,001 - $6,000,000: 0.70% $6,000,001+: 0.40% (negotiable)
$300 per hour for standalone financial planning and consulting services
Fee-only: Financial planning and consulting services at $300 hourly fee (standalone)
Main office
See office704 Libbie Avenue
Richmond VA 23226
Advisors at this office
1
Offices (3)
Most active in
Connecticut · Florida · New Jersey · New York · North Carolina · Pennsylvania · Tennessee · Texas · Virginia
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is not active or affiliated with:
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Insurance agent
They sell insurance products and may earn commissions on those sales.
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Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
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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.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Advisors at this firm
Adam M
CFP®, Series 65
Newton Square, PA
Wills Financial Group, LLC
Adam Mehrer is a CFP® and holds a Series 65 license with 12 years of industry experience. He has been with Wills Financial Group since 2013, including its predecessor entity, and currently works at Wills Financial Group, LLC as part of a four-advisor team. Wills Financial Group, LLC provides discretionary portfolio management and advisory services to individuals, families, retirement plans, trusts, estates, and foundations. The firm employs fundamental security analysis and maintains balanced allocations across various asset classes, focusing on long-term holdings and operational limits such as not investing in cryptocurrencies or offering wrap fee programs.
Grace C
Series 65
Newton Square, PA
Wills Financial Group, LLC
Grace Choi is a financial advisor at Wills Financial Group, LLC with nine years of industry experience. She holds a Series 65 designation and has been with the Wills Financial Group entities since 2013. Wills Financial Group, LLC provides discretionary portfolio management and advisory services to individuals, families, retirement plans, trusts, estates, and foundations. The firm uses fundamental security analysis and maintains balanced allocations across equities, bonds, mutual funds, and ETFs, generally holding investments unless there is a compelling reason to sell.
Janet W
CFP®, Series 63, Series 65
Richmond, VA
Wills Financial Group, LLC
Janet Wills is a CFP® with 35 years of industry experience, currently serving at Wills Financial Group, LLC. She has been affiliated with the Wills Financial Group entities since 1989. Wills Financial Group, LLC provides discretionary portfolio management and advisory services to individuals, families, retirement plans, trusts, estates, and foundations. The firm employs fundamental security analysis and maintains balanced allocations across various asset classes, managing over $360 million in discretionary assets as of December 2024.
Evan M
CFA®, Series 66
Richmond, VA
Wills Financial Group, LLC
Evan Moog is a CFA® charterholder and holds a Series 66 license, with 10 years of experience in the financial industry. He has worked at Wills Financial Group, LLC since 2026, following prior roles at Truist and Davenport & Company. Wills Financial Group, LLC provides discretionary portfolio management and advisory services to individuals, families, and institutional clients. The firm employs fundamental security analysis with a focus on balanced allocations across equities, bonds, mutual funds, and ETFs, and maintains an operational approach that excludes cryptocurrency purchases, wrap fee programs, and commissions.
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