DFX Intelligence

Data Factory

RIA / WealthRegistered adviserindependent wealth managerSEC registeredRAUM 100m 1b

FINANCIAL FOCUS LLC

CRD 282177

CARLSBAD, CA

This is the graph view. The full profile, with its team, deals and sources, is on RIA / Wealth Management.Open the full profile →

Search this name across graphsid dfx:ria:e54fe29a-1756-e29b-cfe5-ee772206f7b6

Data as of Jan 29, 2026 (this record's last observation) from federal regulator filings. Page built Sep 18, 2026, 11:14 PM UTC and rebuilt at most every 15 minutes.

Relationships: 14
Dated events: 8
On other graphs: 0
Observed: Jan 8, 2018 to Jan 29, 2026
23 observations

Across DFX

This entity has not been resolved onto another DFX graph by a shared identifier. A name match elsewhere would be a candidate, never an identity, and none is recorded.

Facts

fact = as filed or announced; derived = computed by DFX; estimate = a band, never a point

Firm class: independent wealth managerderivedprivate_client_share=0.68 fund_share=0.0 institutional_share=0.32 related_bd=false related_bank=false bd_reps=5.0
Regulatory AUM: $800MItem 5.F on the latest filing (2026-01-29); as reported, and an affiliate's assets may be counted again on its own filing
Discretionary RAUM: $800M
Private client RAUM: $543MderivedItem 5.D individuals plus high net worth individuals
Private client share: 68%derivedprivate client RAUM over total RAUM
Advisors on IAPD: 5
RAUM per advisor: $160Mderivedthe firm's RAUM over its IAPD headcount: a firm average, never a person's book
Employees: 8
Advisory employees: 5
Offices: 0Schedule D 1.F, beyond the principal office
Accounts: 1,308
Individual clients: 287
High net worth clients: 294
SEC number: 801-112408
CRD: 282177
Filings on the tape: 23
First filed: Jan 8, 2018
Latest filed: Jan 29, 2026
Organised: Limited Liability Company, CA
Website: financialfocusllc.com

Advisors on IAPD

current investment adviser representatives on the IAPD individual feed, longest tenure first

Advisor	Designations	Branch	Years here	In industry	Prior firms	Dual registered
BARBARA JESSUP WILLIAMS	Certified Financial Planner	CARLSBAD, CA	10	44	2	yes
JERRIE KAY CARLI	n/a	CARLSBAD, CA	10	32	2	yes
JAY WILLIAM HOVIS	Certified Financial Planner	CARLSBAD, CA	7	11	1	yes
BILLIE CARL COOK	Certified Financial Planner	CARLSBAD, CA	2	13	3	yes
OLIVIA TAYLOR GLIEGE	Certified Financial Planner	CARLSBAD, CA	1	11	2	yes

Owners and control persons

Schedule A and B as filed; ownership codes are the form's bands (NA under 5%, A 5 to 10%, B 10 to 25%, C 25 to 50%, D 50 to 75%, E over 75%); people are listed as filed and never merged by name

Owner	Title	Ownership code	Control person	Acquired	First seen	Last seen
HEWELL FINANCIAL GROUP, INC.	Member	C	yes	12/2015	Jan 8, 2018	Dec 9, 2024
HEWELL, KAITLIN, MARIE	President	E	yes	11/2012	Jan 8, 2018	Dec 9, 2024
HOVIS-WILLIAMS, INC.	Member	C	yes	12/2015	Jan 8, 2018	Dec 9, 2024
HOVIS, JOHN, H	CO-OWNER	D	yes	12/2015	Jan 8, 2018	Dec 9, 2024
WILLIAMS, BARBARA, JESSUP	CO-OWNER	D	yes	12/2015	Jan 8, 2018	Dec 9, 2024
WILLIAMS, BARBARA, JESSUP	CHIEF COMPLIANCE OFFICER	C	yes	12/2015	Jan 8, 2018	Dec 9, 2024

Regulatory AUM by fiscal year

annual amendments (and the roster's annual snapshot) as filed; where a year was amended twice the later filing draws the line

Fiscal year	Filed	RAUM	Discretionary	Employees	Advisory staff	Private funds	Fund GAV
2025	Jan 29, 2026	$800M	$800M	8	5	n/a	n/a
2024	Feb 14, 2025	$687M	$687M	7	4	n/a	n/a
2023	Mar 29, 2024	$642M	$565M	8	5	n/a	n/a
2022	Jan 17, 2023	$487M	$301M	7	4	n/a	n/a
2021	Jan 21, 2022	$482M	$297M	7	4	n/a	n/a
2020	Jan 8, 2021	$400M	$230M	7	4	n/a	n/a
2019	Jan 20, 2020	$331M	$184M	8	5	n/a	n/a
2018	Jan 4, 2019	$237M	$119M	8	5	n/a	n/a
2017	Feb 22, 2018	$234M	$116M	7	4	n/a	n/a

Advisor flows

derived: registrations beginning and ending at this CRD on IAPD, bulk corporate re-registrations excluded; the rate is departures over IAPD headcount

Joined, 12m	Left, 12m	Net, 12m	Departure rate, 12m	Joined, 90d	Left, 90d	Left, no destination yet	Joined, 36m	Left, 36m
0	0	0	0.0%	0	0	0	2	1

Growth

derived from consecutive annual filings; RAUM as reported

Latest fiscal year	RAUM	A year earlier	1y change	Three years earlier	3y CAGR	Employees	A year earlier	Offices	A year earlier
2025	$800M	$687M	16.4%	$487M	18.0%	8	7	0	0

Teams in

teams that arrived here from one firm together

Other firm	Advisors	First left	Last joined	From	Kind	Move type	Share of firm
NATIONAL PLANNING CORPORATION ("NPC OF AMERICA" IN FL & NY)	3	Oct 26, 2017	Aug 3, 2016	CARLSBAD, CA	Team lift out	Other	0.5%

Relationships

Affiliated with (1)

← HEWELL FINANCIAL GROUP, INC.Registered adviserother investment adviser, common control
factForm ADV

Registered with (6)

← OLIVIA TAYLOR GLIEGEAdvisorregistration: current employment
Jun 2, 2025 to presentfactForm ADV
← BILLIE CARL COOKAdvisorregistration: current employment
Oct 31, 2023 to presentfactForm ADV
← JAY WILLIAM HOVISAdvisorregistration: current employment
Jan 8, 2019 to presentfactForm ADV
← JERRIE KAY CARLIAdvisorregistration: current employment
Aug 3, 2016 to presentfactForm ADV
← BARBARA JESSUP WILLIAMSAdvisorregistration: current employment
Jan 13, 2016 to presentfactForm ADV
← KAITLIN MARIE HEWELLAdvisorregistration: previous registration
Jan 14, 2016 to Feb 4, 2025factForm ADV

Controls (5)

← HEWELL FINANCIAL GROUP, INC.OwnerMEMBER, ownership code C, domestic entity
Jan 8, 2018 to Dec 9, 2024factForm ADV
← WILLIAMS, BARBARA, JESSUPOwnerCO-OWNER, ownership code D, individual
Jan 8, 2018 to Dec 9, 2024factForm ADV
← HOVIS, JOHN, HOwnerCO-OWNER, ownership code D, individual
Jan 8, 2018 to Dec 9, 2024factForm ADV
← HEWELL, KAITLIN, MARIEOwnerPRESIDENT, ownership code E, individual
Jan 8, 2018 to Dec 9, 2024factForm ADV
← HOVIS-WILLIAMS, INC.OwnerMEMBER, ownership code C, domestic entity
Jan 8, 2018 to Dec 9, 2024factForm ADV

Moved with (1)

← NATIONAL PLANNING CORPORATION ("NPC OF AMERICA" IN FL & NY)Registered adviser3 advisors, team lift out, same day
Oct 26, 2017 to Aug 3, 2016factForm ADV

Dated events

Occurred
Jan 29, 2026
Regulatory AUM changed
Financial Focus Llc reported RAUM $800.0M, up 77% from $453.0M (2025-08-25 to 2026-01-29)
Form ADVobserved 3 days ago
$347M
Occurred
Aug 25, 2025
Regulatory AUM changed
Financial Focus Llc reported RAUM $453.0M, down 34% from $687.0M (2025-02-14 to 2025-08-25)
Form ADVobserved 3 days ago
$-234M
Occurred
Feb 4, 2025
Advisor changed firm
Kaitlin Marie Hewell left Financial Focus Llc for Hewell Financial Group, Inc. (registered 2024-12-06)
Form ADVobserved 3 days ago
Occurred
Mar 29, 2024
Regulatory AUM changed
Financial Focus Llc reported RAUM $642.0M, up 32% from $487.1M (2023-10-31 to 2024-03-29)
Form ADVobserved 3 days ago
$155M
Occurred
Jan 8, 2021
Control person left
Dawn Gloria Foote (President) no longer on Schedule A of Financial Focus Llc (listed 2020-06-17, absent 2021-01-08)
Form ADVobserved 3 days ago
Occurred
Jan 8, 2021
Control person left
Richard Foote (Co-Owner) no longer on Schedule A of Financial Focus Llc (listed 2020-06-17, absent 2021-01-08)
Form ADVobserved 3 days ago
Occurred
Feb 22, 2018
Regulatory AUM changed
Financial Focus Llc reported RAUM $233.7M, up 124% from $104.3M (2018-01-08 to 2018-02-22)
Form ADVobserved 3 days ago
$129M
Occurred
Jan 8, 2018
First Form ADV filing
Financial Focus Llc filed its initial SEC registration (Form ADV)
Form ADVobserved 3 days ago

Provenance

Graph: RIA / Wealth Management
Canonical id: dfx:ria:e54fe29a-1756-e29b-cfe5-ee772206f7b6
First observed: Jan 8, 2018
Last observed: Jan 29, 2026 7 months ago
Source families: Federal regulator filings
3 registered feeds stand behind this record; each fact above carries its own dates and, where the publisher serves one, its document.
Resolution: Identity across graphs by shared identifier (CRD, CIK, EIN, ADV fund id, individual CRD) or citation; a name match is shown as a candidate and never merged.

FINANCIAL FOCUS LLC

CRD 282177

CARLSBAD, CA

This is the graph view. The full profile, with its team, deals and sources, is on RIA / Wealth Management.Open the full profile →

Search this name across graphsid dfx:ria:e54fe29a-1756-e29b-cfe5-ee772206f7b6

Data as of Jan 29, 2026 (this record's last observation) from federal regulator filings. Page built Sep 18, 2026, 11:14 PM UTC and rebuilt at most every 15 minutes.

Advisor

Designations

Branch

Years here

In industry

Prior firms

Dual registered

BARBARA JESSUP WILLIAMS

Certified Financial Planner

CARLSBAD, CA

yes

JERRIE KAY CARLI

n/a

CARLSBAD, CA

yes

JAY WILLIAM HOVIS

Certified Financial Planner

CARLSBAD, CA

yes

BILLIE CARL COOK

Certified Financial Planner

CARLSBAD, CA

yes

OLIVIA TAYLOR GLIEGE

Certified Financial Planner

CARLSBAD, CA

yes

Owner

Title

Ownership code

Control person

Acquired

First seen

Last seen

HEWELL FINANCIAL GROUP, INC.

Member

yes

12/2015

Jan 8, 2018

Dec 9, 2024

HEWELL, KAITLIN, MARIE

President

yes

11/2012

Jan 8, 2018

Dec 9, 2024

HOVIS-WILLIAMS, INC.

Member

yes

12/2015

Jan 8, 2018

Dec 9, 2024

HOVIS, JOHN, H

CO-OWNER

yes

12/2015

Jan 8, 2018

Dec 9, 2024

WILLIAMS, BARBARA, JESSUP

CO-OWNER

yes

12/2015

Jan 8, 2018

Dec 9, 2024

WILLIAMS, BARBARA, JESSUP

CHIEF COMPLIANCE OFFICER

yes

12/2015

Jan 8, 2018

Dec 9, 2024

Fiscal year

Filed

RAUM

Discretionary

Employees

Advisory staff

Offices

Private funds

Fund GAV

2025

Jan 29, 2026

$800M

n/a

2024

Feb 14, 2025

$687M

n/a

2023

Mar 29, 2024

$642M

$565M

n/a

2022

Jan 17, 2023

$487M

$301M

n/a

2021

Jan 21, 2022

$482M

$297M

n/a

2020

Jan 8, 2021

$400M

$230M

n/a

2019

Jan 20, 2020

$331M

$184M

n/a

2018

Jan 4, 2019

$237M

$119M

n/a

2017

Feb 22, 2018

$234M

$116M

n/a

Joined, 12m

Left, 12m

Net, 12m

Departure rate, 12m

Joined, 90d

Left, 90d

Left, no destination yet

Joined, 36m

Left, 36m

0.0%

Latest fiscal year

RAUM

A year earlier

1y change

Three years earlier

3y CAGR

Employees

A year earlier

Offices

A year earlier

2025

$800M

$687M

16.4%

$487M

18.0%

Other firm

Advisors

First left

Last joined

From

Kind

Move type

Share of firm

NATIONAL PLANNING CORPORATION ("NPC OF AMERICA" IN FL & NY)

Oct 26, 2017

Aug 3, 2016

CARLSBAD, CA

Team lift out

Other

0.5%