Sammons Financial Group Launched Wealth Advisory Brand
The firm has consolidated three wealth management entities under a new holding company to unify its advisory services.
Updated on Oct. 13, 2026 in Financial Planning
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Sammons Financial Group, headquartered in West Des Moines, has launched a new wealth advisory holding company called Criterion. The new entity brings together three registered investment advisors to operate under one brand identity.
Why it matters
The formation of Criterion allows the firm to signal that its wealth management division is a distinct business line separate from its traditional insurance operations. By centralizing core functions, the company aims to establish a unified market presence.
Criterion oversees a combined $27 billion in assets under management or advisement. As of April 2026, NorthRock Partners, one of the three firms integrated into the brand, held over $12 billion of that total.
The players
Sammons Financial Group
An Iowa-based financial services organization that provides insurance products and, through its new holding company, wealth advisory services.
Criterion
A new wealth advisory holding company that centralizes operations for Beacon Capital Management, NorthRock Partners, and Wealthcare.
Michael Mock
The president of Criterion who leads the firm's efforts to centralize its advisory operations and brand identity.
The details
Criterion will centralize key operational areas including finance, accounting, and capital management across Beacon Capital Management, NorthRock Partners, and Wealthcare. The company also expects to integrate human resources, compliance, and legal functions over the next two years. This transition is designed to standardize cybersecurity, data privacy, and risk management systems across all three advisory entities.
Timeline
Sammons Financial acquired Beacon Capital Management in 2021.
Sammons Financial acquired NorthRock Partners in 2023.
Sammons Financial acquired Wealthcare LLC in 2025.
NorthRock Partners held over $12 billion in AUM as of April 2026.
Sammons Financial Group officially launched Criterion on October 13, 2026.
Money Landscape
This move follows the broader financial services trend toward integrating independent wealth management firms into cohesive, standalone brands. It highlights a shift where large financial groups move to distinguish their advisory services from traditional insurance product distribution.
If you are a client of Beacon Capital Management, NorthRock Partners, or Wealthcare, you may eventually see changes in administrative processes as systems are consolidated. Consult with your advisor or a qualified financial professional to determine if these organizational changes impact your account protocols.
The takeaway
The unification of these firms under the Criterion brand aims to create a more efficient and standardized advisory experience for clients. Keep an eye on any updated disclosure documents or client service agreements that may be issued as the firm begins its two-year integration process.
Further reading
For more on how shifts in firm structures affect investors, visit Financial Planning.
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