Viewpoints

Brighton Jones CEO talks 'wealth alignment' and the RIA of the future

Alec Rich / Feb 18, 2025
Jon Jones, a co-founder of the $26bn Seattle business, told Citywire his firm is preparing for the next phase of the RIA industry once the current era of 'personal CFO' wealth management firms reaches maturity.
Amidst the ever-present consternation and debate over where the wealth management industry is headed, Jon Jones, CEO and co-founder of Seattle-based RIA Brighton Jones, thinks he has an answer. 
As the $26bn AUA firm moves past the quarter-century mark in business, Jones told Citywire over the course of two interviews that he is doubling down on the concept of ‘wealth alignment’: betting big the clients of the future won’t just want their money managed, but also want advice on how to spend it. 
‘If you’re only focused on the balance sheet and just helping clients manage their assets and liabilities, you’re kind of missing the mark,’ Jones said. ‘Because it’s not that clients don’t want that, they do, but really what they want to do is be empowered to go deploy both that time and money into the things they care about most, and be really thoughtful and intentional with it.’
To do this, Jones said Brighton Jones has developed a suite of actionable programs over the last number of years built around...
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