Prime Capital Partners with $1B Georgia Advisory Firm 

Prime Capital Financial has merged with Sugarloaf Wealth Management, a Duluth, GA-based advisory firm with around $1 billion in client assets. The deal marks Prime Capital Financial’s first expansion into the Atlanta metro area. 

Financial terms of the deal, which is expected to close in early March, were not disclosed. 

The 13-person team at Sugarloaf offers financial planning, investment and risk management, retirement and tax strategies, insurance planning, and charitable giving. The firm also offers specialized services to college and professional athletes and coaches. 

“Prime Capital Financial actively seeks firms that share our dedication to providing tailored financial solutions and exceptional service,” said Glenn Spencer, CEO at Prime Capital Financial. “Sugarloaf’s rich history and specialized expertise make them an ideal partner.” 

Formerly known as Prime Capital Investment Advisors, the Overland Park, KS-based firm rebranded last summer to better reflect its expanded offerings beyond just investment advice. The rebranding aims to showcase a broader range of services, positioning the firm as a more comprehensive financial services provider. 

Under the new name, the $30 billion-managing company now operates several sub-brands, each focusing on a different aspect of financial planning and wealth management, including Prime Capital Retirement, Prime Capital Wealth, and Prime Capital Wellness. 

The transaction was advised by Houlihan Lokey. 

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