Prime Capital Financial Announces Expansion In Southeast Region, Adds $1B In Assets

Posted February 12, 2025

Overland Park-based Prime Capital Financial has entered into a partnership with the Duluth, Georgia-based Sugarloaf Wealth Management marking the firm’s first expansion into the Atlanta metro area.

Headquartered in Duluth, Sugarloaf also operates another office in Athens. The partnership also adds nearly $1 billion in assets under management and advisement to Prime Capital Finalcial’s portfolio, according to a release Monday. Additionally, 13 new team members will join Prime Capital including eight certified financial planners. 

The transaction is expected to close in early March.

Founded in 1989, Sugarloaf delivers services such as financial planning, investment management, risk management, retirement and tax strategies, insurance planning and charitable giving while also offering specialized services to college and professional athletes and coaches.

“Prime Capital Financial actively seeks firms that share our dedication to providing tailored financial solutions and exceptional service,” Prime Capital Financial CEO, Glenn Spencer, said in the release. “Sugarloaf’s rich history and specialized expertise make them an ideal partner. Together, we’re well-positioned to broaden our support to individuals and families across the Southeast region.”

Sugarloaf will also benefit from tapping into Prime Capital Financial’s platform and service.

In December, Prime Capital Financial hired Stu Berrin to lead its New York City location, marking another new region the firm has entered. Following the announcement of Berrin’s hiring, Prime Capital Financial added John Cervantes as a partner to its San Antonio, Texas-based arm Crossvault Capital Management.

Prime Capital Financial currently has 70 locations nationwide with offices in 29 states.