Sontag Embraces The Next Generation Of Advisors & Investors

Eric Sontag, COO, Sontag Advisory met with Julie Cooling, Founder & CEO, RIA Channel to discuss the firm’s strategy to attract next-generation clients and advisor talent.

When Sontag Advisory was founded by Sontag’s father in 1995, being a fiduciary was not nearly as common as it is today. “Being able to buy any product and not be wedded to a particular fund or platform … was quite the original idea,” explains Sontag.  While much of the industry has trended toward fiduciary responsibility and holistic wealth offerings, the $5 billion RIA, still aims to move the needle forward.

A big emphasis for the firm, is attracting next-gen clients.  As a part of this strategy, Sontag brings in “next-generation talent” to grow and work with multi-generational families. Giving the children of long-time clients a trusted advisor of their own is a “win-win,” says Sontag. Additionally, the firm integrates technology and ROBO offerings, as a way of attracting a wider range of investors.