AlphaCore expands into New Jersey with Brave Family Advisors deal

AlphaCore Wealth Advisory is pushing further into the Northeast, making its debut in New Jersey wth the addition of a veteran-led boutique wealth practice.

On Monday, AlphaCore announced that it has added Brave Family Advisors, an independent practice overseeing $700 million in client assets.

Brave, founded in 1992, has spent more than three decades serving high-net-worth and ultra-high-net-worth households through a family office model, according to the AlphaCore announcement.

The firm joins with a team of eight professionals, including four advisors led by founder Brett Haire and president Scott Morrison.

Dick Pfister, founder and chief executive of AlphaCore, framed the deal as more than just a play for scale.

"We are intentional about who we partner with and where we invest," Pfister said in the announcement. "Brave Family Advisors represents a foundational investment in our long-term strategy for expansion in the New York area and marks the opening of our Summit, NJ office. We believe the market presents a significant opportunity for growth over the coming years."

An analysis of data from the American Community Survey revealed New Jersey as the second-highest earning state in the nation, with a median household income of $104,294 n 2025. That's a meaningful increase from the prior year, when the median income for New Jersey residents was $99,781.

The only state to out-earn New Jersey on that scoreboard was Massachussetts, where the median household brought in $104,828 in income.

Beyond the New Jersey expansion, Pfister also pointed to the fit between the two firms' advisory benches. "Brett, Scott, and their team have built an exceptional business serving the types of clients we know best, and their addition elevates both our advisory talent and planning capabilities," he said.

Morrison and Haire, in a joint statement, described a similar sense of shared philosophy. "From our earliest conversations, it was clear that AlphaCore shared our philosophy on both clients and culture," they said. "AlphaCore's commitment to clients, collaborative culture, and deep bench of resources made it the right fit for our team and the families we serve."

Brave clients will now have access to AlphaCore's in-house tax strategy and preparation, trust and estate coordination, philanthropic planning, family governance, and private markets research capabilities, according to the announcement.

The Brave deal is the latest in what AlphaCore's head of corporate development, Aidan Walsh, has previously called a "disciplined and selective inorganic growth strategy." Earlier this year, AlphaCore merged with Callan Capital, a San Diego-based firm with $2.4 billion in assets under advisement, a deal that added a presence in Austin, Texas, and enhanced its footprint in both San Diego and Denver.

In June, Alphacore added Elk River Wealth Management, a seven-person team advising nearly $1 billion in assets based in Denver's Cherry Creek neighborhood, following its earlier acquisitions of Johnston & Associates and All Season Financial in Colorado.

Alphacore has just over $8.8 bllion in regulatory assets under management, according to its most recent Form ADV wth the SEC in July.