AlphaCore adds $400M Blue Rock in Mid-Atlantic push

AlphaCore Wealth Advisory has added Blue Rock Financial Group, a Sussex County, Delaware, practice with more than $400 million in client assets.

The transaction announced Wednesday extends a run of acquisitions that has made the California firm a growing presence on the Mid-Atlantic coast.

Following the acquisition, Blue Rock's nine-person team will stay in Sussex County, working out of AlphaCore's Rehoboth Beach office while coordinating with the firm's Bethesda, Maryland, location.

Blue Rock is led by founder Todd Roselle, who started the firm more than a decade ago. Since then, he has built up the practice organically, with a special focus on business owners.

"For more than ten years I turned down every conversation about merging," Roselle said, citing a lack of shared values. "The principles that built Blue Rock are almost word-for-word the values I found at AlphaCore, right down to 'do what's best for the client.'"

Roselle is stepping in as managing director and partner at AlphaCore, where he will help lead the firm's Mid-Atlantic wealth advisory business.

Read more: AlphaCore widens West Coast wealth footprint

Betting on a retirement magnet

AlphaCore is betting that Sussex County's demographics will keep driving demand for advice. The county had an estimated 277,140 residents as of July 2025, up 16.8% from April 2020, according to the latest available estimates from the U.S. Census Bureau. Roughly a third of that population are 65 or older.

Geoffrey Sella, an AlphaCore managing partner and longtime county resident, pushed for the expansion. 

"When I joined AlphaCore, I emphasized the importance of establishing a presence in Sussex County," Sella said, describing his front-row view of the coastal area's growth into a destination for families and retirees over time.

"Blue Rock deepens our presence in the Mid-Atlantic and brings significant experience serving mass-affluent and high-net-worth clients," said Dick Pfister, AlphaCore's founder and chief executive.

Blue Rock is the latest in a series of transactions that have taken AlphaCore well beyond Southern California. Its Mid-Atlantic build-out began in October last year with SPC Financial, a tax-focused firm in Rockville, Maryland. The firm, which Sella led before the acquisition, held approximately $1.4 billion in client assets at the time.

More recently in August, AlphaCore opened its first New Jersey office in Summit by adding Brave Family Advisors, a $700 million practice founded in 1992.

A month later, the firm pushed deeper into the family office business ast it acquired Dover, Massachusetts-based Streamline Family Office, which included 15-person team representing nearly $5 billion in collective client assets.

"What makes a true family office relationship different is the level of intimacy and trust it creates," Dick Pfister, AlphaCore's founder and chief executive, said in September. "It goes beyond managing investments to understanding the dynamics, priorities, and aspirations of the family."