rob santos is ceo of arrowroot family office, which he founded in 2013, and of arrowroot advisors, an investment bank focused on m&a for software-based companies. he works with affluent families providing bespoke family office services.

plus specifics on revenue potential.

by rob santos
the holistic guide to wealth management

at a california society of cpas conference our firm attended, a panelist said that before he made the transition to wealth management, he was very reluctant to register as an investment advisor. why? because he thought that registering would be too much trouble.

“eventually i made the decision to set up a separate ria firm,” he said “because as a cpa, we are regulated by the california board of accountancy. i didn’t want to also have another regulator, whether it was the state of california or the sec, in my accounting firm.”

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that cpa-turned-advisor hasn’t looked back since. he told us later that he only wished he had set up his registered investment advisor many years prior. by setting up a separate firm he must be “very careful” about which hat he is wearing. “i don’t want to be a registered investment advisor in my accounting firm,” he said, “and i don’t want to be an unregistered cpa in my advisory firm.” he also told me there are very clear lines that his colleagues follow when it comes to which firm does the services for their clients. “all things considered, the obstacles weren’t all that great,” he added.
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