At Wills Financial Group, client-focused guidance and service is at the heart of everything we do.
When Janet Wills founded our firm in 1989, her vision was clear: to create a firm where individuals and families could receive personalized, thoughtful financial guidance from professionals who genuinely care. To achieve this, she established a fee-only, fiduciary model designed to prioritize what matters most—the people we serve.
For over 30 years, we’ve adapted to market shifts and evolving investment trends while staying rooted in the timeless principles of sound financial advice. Anchored by a deep commitment to service and a disciplined approach, we focus on empowering those we work with to unlock the potential of their future and build lasting financial security.
“We are what we repeatedly do. Excellence then is a habit.”
– Aristotle
Success is the product of enduring wisdom, thoughtful curiosity, and disciplined artistry.
Our Philosophy
We believe clients deserve thoughtful, objective guidance from professionals who genuinely care about them and their long-term success. Inspired by artisans, we focus on vision, detail, quality---and how together, they create lasting value. By taking a strategic approach to managing each client’s goals and investments, we help them unlock their wealth’s potential, safeguard what matters most, and turn their vision into a lasting legacy.
Portfolio Design
Our design philosophy is built on practical and proven principles: capital preservation, high-quality investments, and a steady, long-term perspective. We don’t chase headlines; we focus on what truly drives value. By maintaining a disciplined valuation approach and unwavering commitment to quality, we navigate uncertainty with confidence—helping our clients build lasting wealth with intention and resilience.
Core Investment Strategy
In a world of constant market noise and fleeting trends, we take a different approach—one rooted in discipline, craftsmanship, and a deep respect for economic fundamentals. At Wills Financial Group, we blend the art of thoughtful portfolio construction with the science of rigorous research, ensuring every decision is grounded in clarity and purpose.
Protecting Your Wealth is Paramount: Every decision starts with a commitment to appropriate risk management, grounded in a prudent and defensive approach.
Consistency is Key: We focus on steady, disciplined decisions.
Markets Aren’t Perfect: We bring clarity to the complex and look for opportunities to uncover hidden value.
Expertise Matters: By specializing in focused areas, we deliver deeper insights that foster stronger results.
Predictions Aren’t the Answer: Investing well means understanding the current context and making thoughtful decisions, rather than relying on predictions about the future economy.
We Remain Focused: Instead of trying to time the market, we prioritize value and stay focused on enduring investment principles.
