DFX Intelligence

RIA Intelligence

Registered investment advisers, the advisors registered through them, the capital they report, the private vehicles they run and the people who own them, as a graph with a filing date behind every number. RAUM is what the adviser filed, a move is two registration dates, and a class is a rule you can read.

Former SEC-registered adviser

Personal Financial Advisors, LLC

Former SEC-registered adviserCovington, LouisianaCRD 118477SEC 801-60845IAPD
Latest filing Nov 18, 2020
First filing on the tape Mar 14, 2012 · 23 filings
RAUM
$122M
reported, Item 5.F
Discretionary
93%
of RAUM
Private clients
100%
$121M individuals and HNW
Advisors
0
registered through the firm on IAPD
RAUM per advisor
n/a
derived; firm RAUM over IAPD count
Employees
5
2 advisory (5.B.1)
Offices
0
beyond the principal office
Private funds
0
reported on Schedule D
History
23 filings and snapshots on the tape
RAUM$122M as of Mar 2, 2020
Mar 14, 2012$92.0M then
HNW client RAUM$89.4M as of Mar 2, 2020
Feb 19, 2018$79.9M then
State-registered IARs (5.B.3)2 as of Mar 2, 2020
Mar 14, 20120 then
Employees (5.A)5 as of Mar 2, 2020
Feb 15, 20136 then
Private funds: no history
RAUM +0.7% over the last fiscal year+4.5% a year over threeIARs 3 to 2offices 1 to 0
Practice profile
derived from the filing of Nov 18, 2020; every figure names its basis
RAUM per advisor
$60.8MderivedRAUM over IAPD advisors; not a book size
Clients per advisor
74derivedindividual and HNW clients (5.D) over advisors
Average HNW client
$2.2MderivedHNW RAUM over HNW clients
Average account
$255,443derivedRAUM over accounts (5.F.2.f)
Discretionary
93%derivedof RAUM
Institutional
0.1%derivedpensions, charities, corporations, government, insurance, banks, other advisers
Employees per advisor
2.5derivedItem 5.A over advisors
Advisors per office
2.0derived1 offices incl. principal (1.F.5)
RAUM growth, one year
+0.7%derivedbetween the last two annual amendments
Advisor growth, one year
-33%derivedItem 5.B.3 between annual amendments
Client growth, one year
-16%derived
Compensation
percentage of assets, fixed feesreportedItem 5.E
Advisory activities
financial planning, portfolio management for individuals, pension consulting, selection of other advisersreportedItem 5.G
Ownership
no PE, bank or public-company owner found on Schedule Aderived
Advisor book size
not public; not estimatedreported
Also answered yes on Form ADV
  • buys or sells securities as principal to or from clients (8.A.2)
  • has discretionary authority over which securities are bought or sold (8.C.1)
  • receives research or other products from a broker-dealer, soft dollars (8.E)
Where the RAUM sits
Form ADV Item 5.D, latest filing
  • High-net-worth individuals$89.4M73%
  • Individuals$32.1M26%
  • Pension and profit-sharing plans$145,1750.1%
Individual clients
107reported
HNW clients
40reported
Pension plan clients
1reported
Charitable clients
n/areported
Accounts
476reported
Financial planning clients
1-10reported
Wrap fee programs
noreported
Custody of client assets
noreported
Compensation
% of AUM, fixedreported
Class basis
absent from the latest SEC rosterderived
Advisors registered through the firm
0 on IAPD today, longest tenure first
No representative is registered through this CRD on IAPD.
Advisor movement
Left, latest
Joined, latest
Every departureEvery arrival
Private funds
No private fund reported.
Owners and control persons
Schedule A and B, latest filing
  • Romero Camille Reed · Membercontrol
    since 12/1995 · owns less than 5%
  • Jennings Robert Reed · Member, Elected Manager, Chief Compliance Officercontrol
    since 12/1995 · owns less than 5%
Entity owners
  • Mercer Global Advisors Inc. · Parent Company
    direct · owns 75% or more
Related persons
Schedule D 7.A
No related person reported.
Offices
Schedule D 1.F, the 25 largest
No branch office listed.
What changed
consecutive filings, newest first
  • Accounts · 595 to 476
    Oct 2, 2019 to Mar 2, 2020
  • Advisory employees · 3 to 2
    Oct 2, 2019 to Mar 2, 2020
  • HNW clients · 21 to 40
    Oct 2, 2019 to Mar 2, 2020
  • Individual clients · 153 to 107
    Oct 2, 2019 to Mar 2, 2020
  • Pension plan clients · 2 to 1
    Oct 2, 2019 to Mar 2, 2020
  • Employees · 6 to 5
    Oct 2, 2019 to Mar 2, 2020
  • Financial planning clients · 51-100 to 1-10
    Oct 2, 2019 to Mar 2, 2020
  • State-registered IARs · 3 to 2
    Oct 2, 2019 to Mar 2, 2020
  • Discretionary RAUM · $109M to $113M
    Oct 2, 2019 to Mar 2, 2020
  • HNW RAUM · $53.1M to $89.4M
    Oct 2, 2019 to Mar 2, 2020
  • Individual RAUM · $61.6M to $32.1M
    Oct 2, 2019 to Mar 2, 2020
  • Non-discretionary RAUM · $11.4M to $8.5M
    Oct 2, 2019 to Mar 2, 2020
  • Pension RAUM · $6.0M to $145,175
    Oct 2, 2019 to Mar 2, 2020
  • RAUM · $121M to $122M
    Oct 2, 2019 to Mar 2, 2020
  • Other offices · 1 to 0
    Feb 21, 2019 to Oct 2, 2019
  • Accounts · 481 to 595
    Feb 19, 2018 to Feb 21, 2019
  • HNW clients · 36 to 21
    Feb 19, 2018 to Feb 21, 2019
  • Individual clients · 135 to 153
    Feb 19, 2018 to Feb 21, 2019
  • Pension plan clients · unset to 2.0
    Feb 19, 2018 to Feb 21, 2019
  • Discretionary RAUM · $118M to $109M
    Feb 19, 2018 to Feb 21, 2019
  • HNW RAUM · $79.9M to $53.1M
    Feb 19, 2018 to Feb 21, 2019
  • Individual RAUM · $39.0M to $61.6M
    Feb 19, 2018 to Feb 21, 2019
  • Non-discretionary RAUM · $5.0M to $11.4M
    Feb 19, 2018 to Feb 21, 2019
  • Pension RAUM · $4.3M to $6.0M
    Feb 19, 2018 to Feb 21, 2019
  • RAUM · $123M to $121M
    Feb 19, 2018 to Feb 21, 2019
  • Accounts · 460 to 481
    Sep 27, 2017 to Feb 19, 2018
  • HNW clients · unset to 36.0
    Sep 27, 2017 to Feb 19, 2018
  • Individual clients · unset to 135.0
    Sep 27, 2017 to Feb 19, 2018
  • Other offices · unset to 1.0
    Sep 27, 2017 to Feb 19, 2018
  • Discretionary RAUM · $103M to $118M
    Sep 27, 2017 to Feb 19, 2018
  • HNW RAUM · unset to 79873262.0
    Sep 27, 2017 to Feb 19, 2018
  • Individual RAUM · unset to 38974773.0
    Sep 27, 2017 to Feb 19, 2018
  • Non-discretionary RAUM · $3.4M to $5.0M
    Sep 27, 2017 to Feb 19, 2018
  • Pension RAUM · unset to 4330104.0
    Sep 27, 2017 to Feb 19, 2018
  • RAUM · $107M to $123M
    Sep 27, 2017 to Feb 19, 2018
  • Accounts · 551 to 460
    Mar 15, 2016 to Feb 9, 2017
  • Advisory activities · 2 to 4
    Mar 15, 2016 to Feb 9, 2017
  • Financial planning clients · 26-50 to 51-100
    Mar 15, 2016 to Feb 9, 2017
  • Discretionary RAUM · $104M to $103M
    Mar 15, 2016 to Feb 9, 2017
  • Non-discretionary RAUM · $4.8M to $3.4M
    Mar 15, 2016 to Feb 9, 2017
Signals
No event on the tape.
Across DFX
shared identifiers only, never a name match
No identifier-backed link to the venture, private equity, family office or sponsor graphs.
Provenance
Form ADV
SEC filing data 2011 to 2024 and the monthly roster 2025 onreportedadviserinfo.sec.gov
Advisors
IAPD individual compilation feed, dailyreportedadviserinfo.sec.gov
Class
Former SEC-registered adviserderiveda rule over Items 5.D and 7.A
RAUM per advisor
n/aderivedfirm RAUM over the IAPD count; not a book size
Loaded
Sep 14, 2026