Minneapolis-based financial advice firm NorthRock Partners is joined by WGG Wealth Partners to bolster its offerings to clients.

NorthRock Partners has announced that WGG Wealth Partners, a $2.7 billion advisory team based in Roseville, California, has joined the firm. 

The move brings 15 advisors and bolsters NorthRock’s growing California presence as the firm scales its Personal Office® model – a modern advice platform that's tailored to each client's needs by surrounding their advisor with specialists across investments, tax, estate planning, insurance, legal, and philanthropy.

The move follows NorthRock's most recent acquisition in July of Parkside Advisors in Berkley, California. 

WGG has built a reputation for high-impact advice that aligns with NorthRock's approach, the firm said in a statement. By joining NorthRock, WGG's advisors gain access to a broader advice platform tailored to client needs, including specialists across investments, tax, estate planning, insurance, legal, and philanthropy. The collaboration will empower advisors to deliver advice, while maintaining the trusted, personal relationships their clients rely on.

"WGG saw in us a platform where they could amplify their impact, and we saw in them a team whose values align with ours, who are passionate about serving their clients, and who want to play a bigger role as their clients' long-term advisors,” said Rob Nelson, CEO of NorthRock Partners.

The firm highlighted the complexities in the financial landscape, from elevated tax and estate considerations to evolving client needs. It believes that its advice model addresses these requirements.

"The WGG team's size, reputation, and client-first culture made them an outstanding partner as we extend NorthRock's Bay Area presence inland," said Sean Baenen, managing partner at NorthRock Partners, where he leads the firm's M&A strategy. "Their advisors are entrepreneurial, independent-minded, and focused on building deeper client relationships. We're excited to grow together and continue evolving the future of integrated advice on the West Coast."

"NorthRock's philosophy and people felt like a natural fit," said Bret Glover, managing partner of WGG Wealth Partners. "This isn't about giving up independence – it's about gaining a broader platform and community so we can serve our clients even more comprehensively."

As more advisors seek independence and a model that supports every facet of their clients' lives, NorthRock says it continues to be a destination for top teams looking to thrive and grow together.

NorthRock Partners is a financial advice company serving over 3,300 clients and managing $9.4 billion in assets.