American Financial Advisors Inc logo

American Financial Advisors Inc

Updated today

Client assets under management

$1,279,425,880

Clients

799

53% high-net-worth

Advisors

6

of 8 employees

Firm type

Team

5-30 advisors or >$500M in AUM

Clients per advisor

133

Very High

Average account size

$1,601,284

About

American Financial Advisors is a team-based registered investment adviser serving individual and high‑net‑worth clients, retirement accounts, and plan sponsors with asset management, financial planning, and 401(k) consulting services. The firm manages client portfolios primarily on a non‑discretionary basis and reports over $1.2 billion in non‑discretionary assets under management, so clients retain final approval for allocation changes.

The firm emphasizes a passive, asset‑class approach delivered through model portfolios implemented with no‑load, low‑cost index and asset‑class funds, including access to Dimensional Fund Advisors strategies that are not broadly available to retail investors. Portfolios are governed by written Investment Policy Statements, reviewed regularly, and periodically rebalanced (typically quarterly), with trading coordinated centrally through the firm’s trading system and a qualified custodian.

Distinctive features include the firm’s uncommon reliance on non‑discretionary management combined with a formal program of participant education and group workshops for retirement plans, which the brochure highlights as a regular service. The firm also advises on specific funding strategies such as securities‑backed lines of credit and includes multiple team members with aviation industry employment or support businesses, factors that shape certain client demographics and service capabilities.

Client services

Financial planning Portfolio management Educational seminars or workshops

Expertise

Passive / index investing Retirement plans for business owners (SEP, solo 401k)

Occupation focus

Executive

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Fee options

Fixed

Financial planning fixed fees ranging from $325 to $5,000

Percentage

$0 - $1,000,000: 1.08% annually $1,000,001 - $2,000,000: 0.88% annually $2,000,001 - $5,000,000: 0.73% annually $5,000,001+: 0.58% annually

Commissions

Insurance commissions received by certain advisors for insurance products sold (not by the firm)

Project-based

$325/hour for professional services and $175/hour for staff time

Other

Fee-only: Financial planning fixed fees ranging from $325 to $5,000; hourly fees of $325/hour for professional services and $175/hour for staff time

Main office location

American Financial Advisors Inc

1031 W Morse Blvd., Ste. 110

Winter Park FL 32789, United States

Number of offices

3

Most active in

Alabama · Arizona · California · Colorado · Connecticut · Florida · Georgia · Idaho · Illinois · Indiana · Louisiana · Maryland · Massachusetts · Michigan · Minnesota · Missouri · Nevada · New Hampshire · New Jersey · New York · North Carolina · Ohio · Oklahoma · Oregon · Pennsylvania · South Carolina · Tennessee · Texas · Utah · Virginia · Washington · Wisconsin

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

user avatar

William M

CFA®, Series 63, Series 65

Rexford, NY

American Financial Advisors Inc

William Mertes is a CFA® charterholder with 29 years of industry experience. He has been with American Financial Advisors, NC since 1995 and briefly worked at Foothill Securities, Inc. in 2016. He holds Series 63 and Series 65 licenses. American Financial Advisors serves individual clients, retirement accounts, trusts, and private foundations, providing asset management, financial planning, and 401(k) advisory services. The firm employs a committee-driven investment approach focused on passive, asset-class allocation using low-cost index and adviser-access mutual funds, with accounts managed on a non-discretionary basis and regular client approval for changes.

Passive / index investing Retirement plans for business owners (SEP, solo 401k) Executive
user avatar

James C

Series 65, Series 66

Incline Village, NV

American Financial Advisors Inc

James Cable is a financial advisor at American Financial Advisors Inc with 15 years of industry experience. He holds Series 65 and Series 66 licenses and has worked at American Financial Advisors since 2014. Prior to this, he spent 38 years at American Airlines and has been involved with CPS Insurance since 2010, occasionally selling fixed insurance products. American Financial Advisors serves individual clients, retirement accounts, trusts, and private foundations, providing asset management, financial planning, and 401(k) plan advisory services. The firm employs a committee-driven investment approach focused on passive asset-class allocation using low-cost index and adviser-access mutual funds, managing accounts on a non-discretionary basis with periodic rebalancing and client approval.

Passive / index investing Retirement plans for business owners (SEP, solo 401k) Executive
user avatar

Mark B

Series 63, Series 65

Winter Park, FL

American Financial Advisors Inc

Mark Bras is a financial advisor with American Financial Advisors Inc., holding Series 63 and Series 65 designations and 18 years of industry experience. He has worked at American Financial Advisors since 2007 and also owns American Financial Consulting Service, providing financial planning services. In addition to his advisory work, Bras is an airline captain and trainer for American Airlines, flying the Boeing 737. American Financial Advisors serves a diverse client base including individual households, retirement accounts, trusts, and private foundations. The firm employs a committee-driven investment approach focused on passive asset-class allocation using low-cost index funds and manages accounts on a non-discretionary basis with periodic rebalancing and client approval.

Passive / index investing Retirement plans for business owners (SEP, solo 401k) Executive
user avatar

Andrew B

Series 65

Winter Park, FL

American Financial Advisors Inc

Andrew Bras is a financial advisor at American Financial Advisors Inc in Winter Park, FL, holding a Series 65 designation with six years of industry experience. He has been with American Financial Advisors since 2019 and also serves as president of Aviation Financial Analytics LLC, where he provides analytical services for pension plans. American Financial Advisors serves individual clients, retirement accounts, trusts, and private foundations, offering asset management, financial planning, and 401(k) plan advisory services. The firm employs a committee-driven investment approach focused on passive, asset-class allocation using low-cost index funds and manages accounts on a non-discretionary basis with centralized trading and portfolio oversight.

Passive / index investing Retirement plans for business owners (SEP, solo 401k) Executive
user avatar

Matthew B

CFP®, Series 63, Series 65

Winter Park, FL

American Financial Advisors Inc

Matthew Boyce is a CFP® with 30 years of industry experience, currently serving at American Financial Advisors Inc since 1995. He has prior experience at Foothill Securities, Inc. and has been involved in insurance sales since 2005. American Financial Advisors serves individual clients, retirement accounts, trusts, and private foundations, providing asset management, financial planning, and 401(k) plan advisory services. The firm employs a committee-driven, passive investment approach using low-cost index funds and manages accounts on a non-discretionary basis with centralized trading and portfolio oversight.

Passive / index investing Retirement plans for business owners (SEP, solo 401k) Executive
user avatar

Alexander B

Series 65

Winter Park, FL

American Financial Advisors Inc

Alexander Bras is a financial advisor at American Financial Advisors Inc with seven years of industry experience. He holds a Series 65 designation and has worked at Foothill Securities, Inc. and American Financial Support Services, where he provides administrative and support activities. American Financial Advisors serves individual clients, retirement accounts, trusts, and private foundations, offering asset management, financial planning, and 401(k) plan advisory services. The firm uses a committee-driven, passive investment approach focused on low-cost index funds and manages accounts on a non-discretionary basis with centralized trading and educational seminars for plan sponsors and employees.

Passive / index investing Retirement plans for business owners (SEP, solo 401k) Executive
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