NorthRock Partners Expands Financial Advisory Reach with WGG Wealth Partners Collaboration
On October 14, 2025, NorthRock Partners, a prominent financial advice firm, announced a significant partnership with WGG Wealth Partners, an advisory team located in Roseville, California. This collaboration marks a strategic enhancement of NorthRock's Personal Office® model, aimed at expanding their advisory capabilities throughout California. With this partnership, NorthRock welcomes 15 experienced advisors and approximately $2.7 billion in assets under management (AUM). The integration of WGG Wealth Partners into NorthRock's framework will not only strengthen its presence in California but also broaden the reach of its innovative financial advisory model.
WGG Wealth Partners has built a solid reputation by prioritizing client needs and delivering impactful financial advice. Their approach resonates well with NorthRock's holistic service model, which emphasizes a comprehensive view of client financial needs. By joining forces, WGG's advisors will benefit from access to an expansive advice platform that encompasses various specialties, including investment management, tax strategy, estate planning, legal services, insurance, and philanthropy. This collaboration empowers advisors to provide thorough advice while nurturing the personal relationships they have established with their clients over time.
Rob Nelson, CEO of NorthRock Partners, emphasized that the partnership is driven by a shared vision of delivering deeper and more holistic advice to clients. "WGG recognized the potential within our platform to amplify their impact, and we recognized their commitment to client service and shared values. Together, we are paving the future of financial advice," he stated.
In today's complex financial landscape—characterized by intricate tax and estate considerations as well as evolving client expectations—the integrated advice model offered by NorthRock is exceptionally positioned to address these challenges. With the addition of WGG Wealth Partners, NorthRock significantly enlarges its footprint in one of the most sophisticated financial markets in the country, making its comprehensive advisory offerings even more accessible.
Sean Baenen, Managing Partner at NorthRock Partners, who leads the firm’s merger and acquisition strategy, noted the outstanding alignment between WGG’s client-first culture and NorthRock’s objectives. He expressed excitement about extending NorthRock's influence in the Bay Area and further inland, citing WGG's strong reputation, size, and a culture that emphasizes client-first service.
Bret Glover, Managing Partner of WGG Wealth Partners, shared his thoughts on their decision to merge with NorthRock Partners: "The philosophy and people at NorthRock felt like an ideal match for us. This partnership isn't about diminishing our independence; rather, it's about participating in a broader platform that empowers us to better serve our clients with a more comprehensive range of resources and support."
The trend of advisors seeking greater independence while still having a robust support system is increasingly evident. NorthRock Partners continues to establish itself as a premier destination for top-tier advisory teams looking to flourish within a collaborative environment.
NorthRock Partners is dedicated to offering tailored financial advice to over 3,300 clients, managing approximately $9.4 billion in assets. With a legacy spanning more than three decades, NorthRock prioritizes the intricate financial and personal needs of its clients through its unique Personal Office® model. This approach allows NorthRock to assemble a devoted, bespoke team around each advisor, facilitating coordinated support across all aspects of a client’s financial life—ranging from investments and tax management to estate planning, legal considerations, business strategies, lifestyle needs, and philanthropic efforts. It is no surprise that NorthRock has been recognized among Barron's Top 100 Registered Investment Advisors (RIA) in the United States. For more information, visit www.northrockpartners.com.
WGG Wealth Partners has built a solid reputation by prioritizing client needs and delivering impactful financial advice. Their approach resonates well with NorthRock's holistic service model, which emphasizes a comprehensive view of client financial needs. By joining forces, WGG's advisors will benefit from access to an expansive advice platform that encompasses various specialties, including investment management, tax strategy, estate planning, legal services, insurance, and philanthropy. This collaboration empowers advisors to provide thorough advice while nurturing the personal relationships they have established with their clients over time.
Rob Nelson, CEO of NorthRock Partners, emphasized that the partnership is driven by a shared vision of delivering deeper and more holistic advice to clients. "WGG recognized the potential within our platform to amplify their impact, and we recognized their commitment to client service and shared values. Together, we are paving the future of financial advice," he stated.
In today's complex financial landscape—characterized by intricate tax and estate considerations as well as evolving client expectations—the integrated advice model offered by NorthRock is exceptionally positioned to address these challenges. With the addition of WGG Wealth Partners, NorthRock significantly enlarges its footprint in one of the most sophisticated financial markets in the country, making its comprehensive advisory offerings even more accessible.
Sean Baenen, Managing Partner at NorthRock Partners, who leads the firm’s merger and acquisition strategy, noted the outstanding alignment between WGG’s client-first culture and NorthRock’s objectives. He expressed excitement about extending NorthRock's influence in the Bay Area and further inland, citing WGG's strong reputation, size, and a culture that emphasizes client-first service.
Bret Glover, Managing Partner of WGG Wealth Partners, shared his thoughts on their decision to merge with NorthRock Partners: "The philosophy and people at NorthRock felt like an ideal match for us. This partnership isn't about diminishing our independence; rather, it's about participating in a broader platform that empowers us to better serve our clients with a more comprehensive range of resources and support."
The trend of advisors seeking greater independence while still having a robust support system is increasingly evident. NorthRock Partners continues to establish itself as a premier destination for top-tier advisory teams looking to flourish within a collaborative environment.
About NorthRock Partners
NorthRock Partners is dedicated to offering tailored financial advice to over 3,300 clients, managing approximately $9.4 billion in assets. With a legacy spanning more than three decades, NorthRock prioritizes the intricate financial and personal needs of its clients through its unique Personal Office® model. This approach allows NorthRock to assemble a devoted, bespoke team around each advisor, facilitating coordinated support across all aspects of a client’s financial life—ranging from investments and tax management to estate planning, legal considerations, business strategies, lifestyle needs, and philanthropic efforts. It is no surprise that NorthRock has been recognized among Barron's Top 100 Registered Investment Advisors (RIA) in the United States. For more information, visit www.northrockpartners.com.
Topics Financial Services & Investing）
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