AlphaCore Wealth Advisory, a California-based registered investment advisor, has expanded into the Northeast with the acquisition of Brave Family Advisors, a boutique practice managing $700 million in client assets. The deal, announced Monday, also marks the opening of AlphaCore's first New Jersey office in Summit, a commuter town west of New York City.
Brave Family Advisors, founded in 1992, has served high-net-worth and ultra-high-net-worth families through a family-office model for over three decades. The team includes eight professionals, including four advisors led by founder Brett Haire and president Scott Morrison. The acquisition brings AlphaCore's total assets under advisement to approximately $3.1 billion, following its earlier merger with Callan Capital, which added $2.4 billion, and the addition of Elk River Wealth Management, which oversaw nearly $1 billion.
AlphaCore's founder and CEO, Dick Pfister, emphasized that the deal was strategic rather than merely transactional. "We are intentional about who we partner with and where we invest," Pfister said in a statement. "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."
The move into New Jersey is supported by demographic data. According to the American Community Survey, New Jersey ranks as the second-highest earning state in the U.S., with a median household income of $104,294 in 2025, up from $99,781 the prior year. Only Massachusetts, with a median income of $104,828, ranks higher. This affluent demographic aligns with AlphaCore's focus on high-net-worth clients.
Pfister also highlighted the cultural and philosophical fit between the two firms. "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. Haire and Morrison echoed that sentiment in a joint statement: "From our earliest conversations, it was clear that AlphaCore shared our philosophy on both clients and culture. 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."
Clients of Brave Family Advisors will now gain access to AlphaCore's in-house capabilities, including tax strategy and preparation, trust and estate coordination, philanthropic planning, family governance, and private markets research. This expanded service offering is designed to meet the complex needs of wealthy families, a trend that is also reflected in other recent industry moves, such as Corient's acquisition of a $5 billion New York multi-family office.
The Brave deal is part of what AlphaCore's head of corporate development, Aidan Walsh, has called a "disciplined and selective inorganic growth strategy." Earlier this year, AlphaCore merged with Callan Capital, a San Diego-based firm, which also added a presence in Austin, Texas, and enhanced its footprint in San Diego and Denver. In June, AlphaCore added Elk River Wealth Management, a seven-person team based in Denver's Cherry Creek neighborhood, following its earlier acquisitions of Johnston & Associates and All Season Financial in Colorado.
As AlphaCore continues to expand, it joins a broader wave of consolidation in the RIA space. The firm's focus on high-net-worth clients and family-office services positions it well in a market where 40% of family firms face succession in the next decade, yet only half have robust plans. By adding a seasoned team like Brave, AlphaCore aims to capture a share of that growing demand.
