Alphacore appoints ex-LPL leader as new COO

AlphaCore Wealth Advisory , a La Jolla, California-based independent wealth firm, is looking to go national by tapping an LPL alum to a key C-suite role.

On Monday, Alphacore announced the appointment of Brian Habas as its new chief operating officer. The strategic hire comes as the company experiences significant growth, driven by strong advisory team performance and key partnerships.

Habas will be responsible for overseeing operations, technology, and strategic planning across all of AlphaCore's business lines. The firm said his deep industry knowledge will be instrumental as it pushes to expand its national presence through strategic mergers and acquisitions.

AlphaCore is welcoming Habas as part of a broader effort to bolster its leadership in order to sustain its growth. Supported by a strategic partnership with Constellation Wealth Capital, that talent acquisition campaign has brought a dozen new hires over roughly the past six months, including the appointment of Aidan Walsh as its head of corporate development in May.

“Brian has the experience and expertise to help take AlphaCore to the next level with scalable systems and accountability across all divisions of AlphaCore,” Dick Pfister, CEO and founder of AlphaCore, said in a statement Monday.

“His background aligns perfectly with our priorities as he has successfully led large, transformative initiatives in his previous roles,” Pfister said.

With a professional track record spanning more than 20 years in the financial services sector, Habas brings a wealth of experience with leadership positions overseeing digital product, strategy, and marketing functions.

He spent nearly a decade at LPL, most recently in an SVP role overseeing its institutional channel strategy. Prior to that, he spent more than a decade at T. Rowe Price as its general manager of US Investment Services.

“I’m excited to be joining AlphaCore at such a pivotal time of growth and opportunity,” Habas stated.

He highlighted the firm’s “incredible and innovative culture” and “talented professionals across the organization,” with whom he’ll be working closely “to drive strategic initiatives and deliver an unmatched experience.”