LPL Financial has added Praxis Financial Partners to its broker-dealer and Registered Investment Advisor platform, bringing a wealth management team that reported serving approximately $1.1 billion in advisory, brokerage and retirement plan assets.
Praxis Financial Partners advisors Scott Christian, CFP, Cecil Loyd, CIMA, Jay Gentry, CIMA, and Matt Dion join LPL from Wells Fargo Advisors Financial Network.
Based in Alpharetta, Georgia, Praxis Financial Partners is a planning-focused wealth management practice serving business owners, corporate retirees, executives and multigenerational families across 24 states.
The firm’s roots date to 2013, when Christian and Loyd launched Praxis after working together for decades.
The name Praxis is derived from the Greek word for “process” and reflects the team’s planning-focused philosophy.
Gentry joined the practice in 2020 after spending 20 years in asset management distribution, while Dion joined in 2024 following 15 years as a financial advisor.
The four advisors are supported by a team that includes Jody Smith, Zac Hirschler, Ashlyn Presley, Ellen Rick, Seleena Harris and Parvathy Eashwaran.
Praxis attributes its client retention, referral growth and long-standing multigenerational relationships in part to its service model and emphasis on customized financial planning.
The team begins its planning process by understanding each client’s goals, priorities and risk tolerance before developing individualized strategies and conducting ongoing reviews.
Collaboration also plays a central role in Praxis’ investment process.
The advisors regularly work together on client strategies and hold weekly investment committee meetings to review portfolio decisions, market developments and potential investment opportunities.
Praxis manages a significant portion of its clients’ assets internally, providing clients with direct access to the advisors responsible for portfolio construction and investment decisions.
The practice began evaluating potential wealth management partners as it considered its next stage of development.
The advisors sought greater flexibility, advanced financial planning capabilities, access to evolving technology and a platform capable of supporting the firm’s long-term independence.
Praxis evaluated more than a dozen firms before selecting LPL.
The team highlighted LPL’s open-architecture platform, planning tools and ability to let advisors construct their own technology stack as factors in the decision.
Praxis also viewed the ability to maintain ownership of its business as important to its long-term succession and continuity strategy.
The transition adds the approximately $1.1 billion Praxis practice to LPL’s expanding advisor network.
LPL supports more than 32,000 financial advisors and the wealth management practices of approximately 1,100 financial institutions, with approximately $2.6 trillion in brokerage and advisory assets on behalf of roughly eight million Americans.
The $1.1 billion Praxis asset figure is an approximation based on asset and holding information provided to LPL as of the end of 2025.
KEY QUOTES:
“We’ve always believed that good financial advice begins with understanding what matters most to each client. We take the time to learn their goals, priorities and risk tolerance, then develop customized strategies supported by an ongoing review process. Every client is different, and our objective is to create solutions tailored to their unique circumstances rather than relying on a one-size-fits-all approach.”
Scott Christian, CFP, Advisor at Praxis Financial Partners
“The foundation of our business is service. Many of our client relationships span multiple generations, and that continuity is made possible by an incredible team of professionals who care deeply about the people we serve. Our clients know they can count on the same familiar faces year after year, and that’s something we are incredibly proud of.”
Jay Gentry, CIMA, Advisor at Praxis Financial Partners
“The financial advice landscape continues to evolve rapidly, and we wanted a partner that allows us to stay ahead of those changes. LPL’s open architecture platform gives us the freedom to build the wealth management ecosystem we believe best serves our clients. The planning tools, flexibility and ability to create our own technology stack will help us continue delivering exceptional service while positioning the firm for future growth.”
Scott Christian, CFP, Advisor at Praxis Financial Partners
“We were looking for a partner committed to innovation and focused on helping advisors deliver greater value. LPL’s technology and resources will enable us to continue enhancing the client experience while maintaining the personalized service our clients expect.”
Matt Dion, Advisor at Praxis Financial Partners
“Scott, Cecil, Jay and Matt have built Praxis Financial Partners with a clear sense of purpose. Even the firm’s name speaks to their disciplined, planning-first approach, and that philosophy comes through in everything from their collaborative investment process to the multigenerational relationships they’ve cultivated over the years. They’ve created a business that balances deep technical expertise with a genuine commitment to understanding what matters most to each client. We are honored they chose LPL for this next chapter and look forward to supporting Praxis Financial Partners as they continue evolving their business while staying true to the values that have driven their success.”
Marc Cohen, Chief Growth Officer at LPL Financial
