Success Stories

Alpha Financial Advisors GK (October 2024)

Photo From left to right, Arata Horiguchi (Executive Manager), Nami Yoshioka (Executive Manager), Ann Marie Reilley (Executive Director, CEO), Seiki Gon (Executive Manager). Location: Signature Hibiya First
Ann Marie Reilley Alpha Financial Advisors GK
Executive Director, CEO
Interviewer: Financial Services Agency
(July 2024)
From left to right, Arata Horiguchi (Executive Manager), Nami Yoshioka (Executive Manager), Ann Marie Reilley (Executive Director, CEO), Seiki Gon (Executive Manager). Location: Signature Hibiya First

Company Profile
Company: Alpha Financial Advisors GK
Established: April 2023
Main Business: Financial Instruments Business (Investment Advisory and Agency Business)
Financial Instruments Business Operator: The Director–General of Kanto Local Finance Bureau (FIBO) No. 3411
Website: www.alphafa.com

The logo of Alpha Financial Advisors GK

1. Alpha's entry into Japan

Congratulations on your completion of the Investment Advisory and Agency Business registration. Could you give us an overview of your company and a brief explanation of why you decided to enter the Japanese market at this time?

Alpha Financial Advisors, LLC was established in 2002 as a Registered Investment Advisor regulated by the SEC (CRD# 122545 SEC#: 801-79666). The Company provides portfolio management and financial planning services to individual investors. I joined the company in 2011 with a vision to expand it. Since then, the assets under management grew from US $38 million to US $498 million as of August 2024.

We entered the Japanese financial market to build an independent advisory platform to serve expatriate clients and individual Japanese retail investors as fiduciaries similar to the business model we built in the US. This service model offers ongoing financial advice from credentialed professionals on an ongoing basis focused on building long term client relationships. This model is different from Independent Financial Advisors (IFAs) in Japan who typically work as a financial instruments intermediary or financial service intermediary selling products to individuals on a commission basis.

In the US, independent Registered Investment Advisors (RIAs) continue to gain significant market share. This has ultimately benefited the retail consumer over the past 3 decades. As Japan looks to modernize its financial markets, it seems this trend may also benefit Japanese consumers. The current financial landscape in Japan for retail investors is similar to how it was in the US about 30 years ago. At that time, pioneers in the financial services industry in the US broke away and started the trend to move to an independent platform so they could offer advice in a fiduciary manner. We expect that over time the demand for this type of service will increase in Japan as consumers become more educated and seek more comprehensive advice from professionals who are independent fiduciaries. We also hope to serve as a resource and share our experience with Japanese independent advisors who share a similar vision so we can gain more traction and create more demand for this independent advisory financial services model in Japan.

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Location: Signature Hibiya First

2. English registration procedures through the Financial Market Entry Office (FMEO) and the Financial Start-up Support Program

What was your impression about the all-in English registration process by the Financial Market Entry Office (FMEO)?

Being able to apply in English for licensing was a tremendous help. Prior to the establishment of the FMEO, obtaining an investment advisory license seemed daunting. Had it not been for the resources and support we received it would have been nearly impossible to obtain it. Being able to submit the application and provide documentation in English was key to our success.

What are your impressions of the Financial Start-up Support Program?

The Financial Start-up Support Program was one of the main reasons we were able to move forward with our goal to start Alpha Financial Advisors GK (“Alpha Japan”). Without it the costs for acquiring the license and related legal fees for establishment would have been cost prohibitive for a firm of our size and a huge barrier to entry.

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From left to right, Ann Marie Reilley (Executive Director, CEO), Nami Yoshioka (Executive Manager). Location: Signature Hibiya First

3. “Ann, what is your connection to Japan and the original vision behind establishing a Japanese subsidiary?”

Please share your experience working in Japan and US and how you became interested in building a bridge in between the two countries.

Fascinated by global affairs at a young age, curiosity led me to a college study abroad program in Japan where I was fully immersed in Japanese language and culture. I was so intrigued and moved by that experience I was determined to build an international professional career. I read a book about the merger of Deloitte & Touche and Tohmatsu, Awoki & Co. and it inspired me to become a CPA and start my career in the Japanese practice of the New York office of Deloitte. I had a vision to become a “cultural bridge”. A few years later I was transferred to the Tokyo office where I audited multiple financial institutions. 8 years later, I repatriated to the US, and became convinced that I could have more direct impact helping individuals with their financial affairs than I could with institutions. That led me to become a Certified Financial Planner and the opportunity build enterprise value in Alpha Financial Advisors in 2011.

Along the way, I was introduced to several Japanese financial advisors who were looking to launch the same type of business in Japan. I encouraged several of them to attend US Financial Planning conferences so they could learn the Registered Investment Advisory model and the fiduciary standard of care. Several years later, those advisors convinced me that I should launch a branch of Alpha Financial in Japan. I remembered the commitment I made to my Japanese mentors to serve as a cultural bridge. A Tokyo branch would open up the doors to serve local US expats and Japanese individual investors with investment management and personal financial planning. I leaned on help from Gon and Horiguchi, former Deloitte colleagues and friends who assisted with detailed tasks like setting up a bank account and hiring Nami, who was one the CFP advisors I met a few years prior.

What is Alpha Japan’s vision for the future?

We believe Japan is on the brink of modernizing the personal financial services industry and that Alpha Japan is uniquely positioned to bridge cultural gaps and influence the public sector for positive change for the benefit of Japanese retail clients. There is a strong need for independent fiduciaries who advocate for the public interest so families can be led by trusted long term independent advisors and plan for their financial independence. We are excited to be pioneers and serve as a cultural bridge that leads the industry forward, which will be in line with JFSA's fiduciary duty policy.

*Ann Marie Reilley was nominated as Innovator of the Year in the 2024 WealthManagement.com Industry Awards for her commitment to expanding the Registered Investment Advisory industry abroad. The ceremony was held on September 5th, 2024 in NY.
https://www.wealthmanagement.com/industry/wealthmanagementcom-celebrates-top-companies-executives-2024-industry-awards

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Ann Marie Reilley
Alpha Financial Advisors GK
Executive Director, CEO

After earning degrees in Accounting and Japanese at Villanova University, Ann began her career in New York City at Deloitte & Touche and then transferred to Tokyo where she specialized in financial services. She went on to serve as Asia regional controller for Bear Stearns based out of Tokyo. After repatriating to Charlotte, Ann pursued her interest in tax planning and personal finance, earned her CFP® designation and joined Alpha Financial in 2011. As a Certified Financial Planner™ (CFP®) and a Certified Public Accountant (CPA), Ann enjoys designing and implementing customized financial plans that align with each client’s unique vision, values and goals. In addition to her client advisory role at Alpha Financial, Ann functions as Alpha’s Chief Executive Officer.