SEC-registered independent wealth management RIA
Security First Financial
As of its Form ADV filed March 17, 2026, Security First Financial, an SEC-registered independent wealth management RIA in Swartz Creek, Michigan, reported $299.5 million in regulatory assets under management across 1,680 accounts, ranking #120 among independent RIAs in Michigan by assets.
Registration
- Main office
- Swartz Creek, MI
- Registration
- SEC-registered, Approved
- CRD number
- 122408
- SEC file number
- 801-79680
- Registered since
- May 23, 2014
- Latest Form ADV filing
- March 17, 2026
- Legal name
- SECURITY FIRST FINANCIAL INC.
- Organized as
- Corporation
- Fiscal year ends
- December
- Other offices
- 0
Key figures
- Regulatory assets under management
- $299.5 million
- Discretionary
- $299.5 million (100.0%)
- Non-discretionary
- $0
- Accounts
- 1,680 (1,680 discretionary)
- Clients
- 640, approximate as reported
- Employees
- 2
- Advisory staff
- 2 performing investment advisory functions
- Average account
- $178,286
- Asset growth, 1 year
- 11.5% (from $268.6 million a year earlier)
- Asset growth, 3-year annual rate
- 10.2% (from $223.9 million three years earlier)
- Asset growth, 5-year annual rate
- 8.6% (from $198.1 million five years earlier)
- Client growth, 1 year
- 3.2% (from 620)
Independent wealth management RIA: individual and high net worth clients hold at least half of its regulatory assets, it offers financial planning or portfolio management for individuals, and it is not a broker-dealer, a bank or part of one by the directory's rules. How firms are classed.
Growth rates come from the SEC's yearly snapshots and are left blank when the years are not comparable.
Rankings
Among independent wealth management RIAs.
| Ranking | Nationally | In Michigan | Value |
|---|---|---|---|
| Largest independent RIAs by assets under management | #4,005 | #120 | $299.5 million |
| Fastest-growing independent RIAs over one year | #4,710 | #141 | 11.5%from $268.6 million |
| Fastest-growing independent RIAs over three years | #4,190 | #131 | 10.2%from $223.9 million |
| Fastest-growing independent RIAs over five years | #2,863 | #93 | 8.6%from $198.1 million |
| Independent RIAs with the biggest asset gains over one year | #4,634 | #141 | $30.9 million |
| Independent RIAs with the most clients | #1,680 | #68 | 640 |
| Independent RIAs with the fastest client growth over one year | #3,153 | #94 | 3.2%from 620 |
| Independent RIAs with the most accounts | #1,458 | #54 | 1,680 |
| Independent RIAs with the most advisory staff | #6,488 | #216 | 2 |
| Independent RIAs with the most high net worth clients | #4,514 | #132 | 67 |
| Independent RIAs with the most CFP professionals | #3,524 | #108 | 1 |
Assets over time
Data table
| As of | RAUM |
|---|---|
| October 1, 2010 | $46.3 million |
| October 3, 2011 | $53.5 million |
| October 1, 2014 | $100.4 million |
| October 1, 2015 | $109.4 million |
| October 3, 2016 | $111.5 million |
| October 2, 2017 | $127.3 million |
| October 1, 2018 | $154.4 million |
| October 1, 2019 | $152.5 million |
| October 1, 2020 | $188.3 million |
| October 4, 2021 | $198.1 million |
| October 3, 2022 | $260.0 million |
| October 5, 2023 | $223.9 million |
| October 1, 2024 | $238.4 million |
| September 2, 2025 | $268.6 million |
| October 2, 2026 | $299.5 million |
Clients and services
Client mix
| Measure | Bar | RAUM |
|---|---|---|
| Individuals (other than high net worth) 572 clients | $193.0 million | |
| High net worth individuals 67 clients | $106.4 million | |
| Corporations or other businesses 1 client | $122,185 |
How the firm is paid
- A percentage of assets under management
Advisory services
- Portfolio management for individuals or small businesses
Financial planning clients (Item 5.H): 0.
Wrap fee program sponsor or portfolio manager: no.
Other business, affiliations and custody
Other business activities (Item 6.A)
None reported.
Financial industry affiliations (Item 7.A)
None reported.
Custody (Item 9)
The firm reported custody of client cash or securities, $60.0 million in total.
Investment adviser representatives
- IARs registered with the firm
- 2
- Also registered through a broker-dealer
- 0
- Employees who are IARs (Form ADV 5.B(3))
- 1
Designations held by the firm's IARs: CFP 1.
2 of the firm's 2 IARs are registered in jurisdictions that require IAR CE. IAR CE requirements by state.
Counts only. AdvisorIQ does not list individual people.
Disclosures
On Form ADV Item 11 the firm answered yes to 0 disclosure questions. See the detail on IAPD.
Succession and acquired firms
On Form ADV Item 4 the firm did not report succeeding to another adviser's business.
Similar-sized firms in Michigan
| Firm | City | RAUM |
|---|---|---|
| Fai Advisors, Inc. | Farmington Hills | $302.0 million |
| Maner Wealth | Lansing | $299.5 million |
| Stonepath Wealth Management | Traverse City | $299.5 million |
| Calder Financial Group | Ada | $297.0 million |
| Palatine Hill Wealth Management | Birmingham | $295.9 million |
The five independent RIAs nearest in regulatory assets with a main office in the same state.
Elsewhere
- Security First Financial on IAPD: Form ADV, brochures and disclosure detail.
- Firm website: www.markherhold.com
- Independent RIAs in Michigan
Firm data as of October 2, 2026, from ia100226.zip. Figures are as the firm reported them; corrections are made on Form ADV and appear after the next monthly reload.
Data as of October 2, 2026, from Form ADV. Sources: SEC registered adviser data (ia100226.zip) and IAPD compilation reports. How the directory is built.