LPL Financial has announced the addition of two firms to its network, expanding its advisory presence with new advisors in California and Colorado.
The latest to join is GWC Financial Advisors, a newly launched practice founded and led by Michael Bernier, who joined LPL’s Linsco employee advisor channel from Canter Wealth. Based in San Diego, Bernier reported managing approximately $165 million in advisory, brokerage, and retirement plan assets, and is LPL's first official addition for November.
With over 20 years in wealth management – he's been registered an investment advisor for 19 years, according to the SEC – Bernier focuses on comprehensive financial planning, offering expertise in tax strategy, investment management, and retirement planning.
“There are many things to worry about in life, but I get joy in taking at least one thing off my clients’ plates,” Bernier said in a statement Tuesday.
After a rigorous due diligence process, he said he chose LPL’s Linsco channel for its blend of autonomy and support, noting that it aligns best with his ethos as "an advisor with a fiduciary focus... who [looks] for ways to act in [clients'] best interest and improve their overall experience.”
GWC Financial Advisors, which Bernier named based on the initials of his children, aims to embody “careful decision-making, expertise, and personalized service."
Bernier's transition to LPL comes shortly after a late-October move by Goodwin Petrilli Financial, an established firm based in Fort Collins, Colorado, to join the firm's broker-dealer, RIA and custodial platforms. Led by Matt Goodwin, Randy Petrilli, Travis Whitaker, and Jeff McWhorter, the team previously managed approximately $205 million in client assets at Cambridge Investment Research.
The firm, founded in 1992 by Goodwin’s now-retired father, specializes in serving Northern Colorado clients, including individuals, families, businesses, and educators, through retirement planning and legacy management.
“We have a strong local presence and have built our business through a solid referral network,” Goodwin said, noting that the firm serves multiple generations within families.
Petrilli highlighted LPL’s technology and support capabilities as central to the team’s decision, saying, “We are excited about LPL’s commitment to providing us with the resources and support we need to grow our business and deliver more value to clients.”
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