Criterion is a new player in the wealth advisory space and uniquely designed for advisors and their clients

WEST DES MOINES, Iowa, Oct. 13, 2026/PRNewswire/ — Criterion – comprised of three national wealth advisory leaders – today announced its next phase of growth. Initially established by Sammons Financial Group, Criterion is the new name for its wealth advisory holding company and marks the next phase of its strategic expansion beyond Sammons‘ core insurance and annuity business lines. Criterion’s three advisory firms include Beacon Capital Management, NorthRock Partners, and Wealthcare.

Criterion’s overarching business strategy is to address the evolving needs of financial advisors and the clients they serve. Its wealth advisory practices offer investment expertise, client-centered advisory services, and a broad range of financial solutions and capabilities to meet those needs.

The Criterion family of companies collectively has more than $27 billion in assets under management or advisement (AUM/AUA), allowing it to aggressively compete in the U.S. wealth management and advisory marketplace.

“The businesses that comprise Criterion represent a new approach in a constantly changing financial services marketplace,” said Michael Mock, Criterion president. “Over the past five years, these businesses have been assembled specifically to design and build a broad differentiated wealth management platform. Criterion combines its financial strength and access to capital to deliver cutting-edge wealth advisory solutions to our advisors, clients, and partners.”

Criterion’s introduction is the next step in a long-term plan to expand through strategic acquisitions, technology investments, and enhanced capabilities for financial advisors and their clients. The company is establishing a distinct role and purpose in the wealth advisory industry. As a parent company to three thriving brands, Criterion offers access to capital and greater flexibility to expand across the wealth management and advisor industry.

“Today’s wealth advisors seek partners that understand and preserve their independence while providing the resources and stability they need to grow,” Mock said. “As an employee-owned company backed by permanent, long-term capital, Criterion will build upon its existing business partnerships, create new relationships, and heavily invest in the specific capabilities advisors need.”

The wealth management industry in the U.S. continues to evolve toward independent and hybrid registered investment advisory, or RIA, models. Criterion will meet this increasing demand by offering advisors the flexible, sophisticated capabilities and long-term support they demand.

Criterion will also continue to pursue growth through acquisitions while simultaneously investing in technology, talent, and capabilities across its advisory firms. Its strategy remains centered on maintaining the functional independence and brand of its three founding businesses while identifying opportunities to strengthen the organization. The end result is to create value for advisors and clients.

“Introducing our new name is an important milestone. What matters most is what the Criterion name enables us to build,” Mock said. “Criterion reflects our confidence in the future of this business and the opportunity we see to thoughtfully grow a wealth management organization designed for the long term.”

About Criterion
Criterion is an employee-owned wealth management organization with a long-term focus on serving and supporting financial advisors and their clients. Its family of businesses includes Beacon Capital Management, NorthRock Partners, and Wealthcare. These individual firms, each with a distinct focus within the broader wealth advisory marketplace, bring together investment expertise, client-centered advisory services, and comprehensive wealth solutions and advisor capabilities.

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SOURCE Criterion