AlphaCore widens West Coast wealth footprint

AlphaCore Wealth Advisory is strengthening its home state advantage as it merges with a fellow California-based RIA firm.

On Tuesday, AlphaCore announced a merger with enTrust Wealth Advisors, an independent RIA in Southern California managing over $420 million in assets under advisement.

Founded in 2018 by Michael Crawford and Daniel Conners, enTrust Wealth Advisors provides financial planning and investment management services to high-net-worth and ultra-high-net-worth individuals, families, and entrepreneurs. With the merger, Crawford and Conners will join AlphaCore as principals and senior wealth advisors, along with their team members Tara Dekel, Gillian Vapnek, and Brennan Cobb.

"I believe the enTrust team has built a remarkable reputation for client service and sustainable growth," Dick Pfister, CEO and founder of AlphaCore, said in a statement Thursday morning. "By joining forces, we are equipping them with expanded resources to scale efficiently while maintaining their high standards, ultimately benefiting both the team and their clients."

The merger is part of AlphaCore’s broader growth strategy, which recently included the addition of Denver-based All Season Financial Advisors in October.

The firm hired LPL alum Brian Habas as its new COO last June, a move that along with its broader talent acquisition push was aimed at supporting its national expansion.

"This collaboration reflects our shared commitment to client-first service, and I am confident that working together will create an ideal environment for continued growth and innovation," enTrust's Conner said of the newly forged partnership with AlphaCore.

In an emailed statement, Pfister said the merger "enhances our ability to support advisors – and most importantly, their clients - with the resources they need to scale while preserving a boutique client experience."

"Looking ahead, we will continue to expand into key geographic areas across the US, integrating top-tier talent and strategically growing to better serve both advisors and clients," he said.