A New Focus on Franchise Wealth
SignatureFD has officially launched SignatureFRANCHISE, a specialized wealth advisory practice created for franchise business owners across the United States. This move marks the firm's ninth distinct niche division, following a model they have used for nearly three decades. The new arm aims to bridge the gap between business management and personal financial planning for entrepreneurs.
Kenton Loar will lead the practice. Loar brings experience as a franchise banker and former operator within the industry. He notes that franchise owners often keep their business financial decisions separate from their personal balance sheets. This creates blind spots that can hinder long-term wealth accumulation. By combining these, the practice provides a more accurate view of an owner's total financial standing.
Addressing the Franchise Lifecycle
SignatureFRANCHISE covers the full scope of a franchise owner's career. This includes everything from the initial launch of a single unit to the management of large, multi-unit operations. The firm focuses on areas such as tax strategy, asset protection, and real estate. They also handle succession planning and exit preparation for owners looking toward retirement or liquidity events.
Loar stresses that timing is critical. Many owners wait for a liquidity event, such as a business sale, before seeking coordinated financial advice. This delays preparation that could secure better outcomes. The team aims to intervene earlier, ensuring that business growth and personal wealth goals move in lockstep.
Market Context and Industry Growth
Franchising remains a massive market for advisory firms. Data from the International Franchise Association and research firm FRANdata for 2026 suggest there will be approximately 845,000 franchise units in the U.S. this year. These businesses support nearly 8.9 million jobs and generate more than $920 billion in total economic output. It is a large, defined target for firms looking to specialize.
SignatureFD continues to grow alongside its new initiatives. The firm reported surpassing $10 billion in assets under management or report in October 2025. During the same period, the firm's Charlotte office reached the $1 billion mark, and the total business saw $1 billion in net new assets during 2024 alone. These figures demonstrate a rapid pace of development for the Atlanta-based company.
Strategic Expansion and Leadership
Leadership at the firm has prioritized growth and technical expertise. Last year, the board added mergers-and-acquisitions expert Peter Nesvold to its ranks. CEO Heather Robertson Fortner described that addition as a vital move for the firm's long-term strategy. This new franchise division is a direct result of that focus on innovation and targeted client service.
As the wealth management industry faces increased competition, firms like SignatureFD are leaning heavily into specialized knowledge. By tailoring their services to the specific operational constraints and opportunities inherent in franchising, they are moving away from general advice toward a more surgical approach. The success of this practice will depend on the firm's ability to integrate complex franchise data with standard investment and tax planning frameworks for their clients.