RFG Advisory, LLC

RFG Advisory, LLC is a privately held hybrid Registered Investment Advisor (RIA) platform headquartered in Vestavia Hills, Alabama. The firm's core mission is to empower growth-minded independent financial advisors, enabling them to build their businesses without compromise by providing comprehensive support and resources. Founded in 2003, RFG Advisory aims to help advisors unlock their unique vision, foster organic growth, and streamline operations while maintaining their independence and values.

RFG Advisory offers a wide array of services and products designed for independent financial advisors, including investment management, financial planning, wealth management technology, compliance support, and back-office operations. Key offerings include its institutional-grade investment solution, Bluemonte, and the AI-powered operating system, ClickONE, which integrates various tools and workflows for advisors. The firm also provides marketing and growth solutions, behavioral finance coaching, and specialized programs like StrongHer Money, aimed at equipping advisors to serve women investors. While initially targeting the mass affluent market, RFG Advisory now serves both individual and institutional clients, with a growing focus on high-net-worth individuals, business professionals, and athletes.

Under the leadership of CEO Shannon Spotswood and Executive Chairman Bobby White, RFG Advisory has experienced significant growth and strategic developments. In 2023, Long Ridge Equity Partners acquired a majority stake in the firm, providing capital for further innovation and expansion. As of September 2026, RFG Advisory manages approximately $8 billion in assets under management (AUM) and achieved its strongest recruiting period in the first half of 2026, surpassing $1.5 billion in recruited client assets. Recent notable activities include the launch of Bluemonte ETFs and StrongHer Money in 2025, the introduction of the ClickONE operating system in 2026, and strategic acquisitions such as RVA Wealth Management in March 2026 and the formation of WFA Volare, a $750 million RIA, in September 2026. The firm continues to focus on leveraging AI and pursuing both organic and inorganic growth to redefine the independent advisor experience.