AlphaCore Wealth Advisory, headquartered in La Jolla, California, has appointed Brian Habas as its new Chief Operating Officer (COO) to fortify its leadership team and spearhead national expansion efforts through strategic mergers and acquisitions. Habas brings over 24 years of experience in the financial services sector, having previously served as Senior Vice President at LPL Financial, where he oversaw institutional channel strategy and execution. Prior to LPL, he held pivotal roles at T. Rowe Price Investment Services, focusing on digital product strategy and marketing.
In his new role, Habas will oversee operations, technology, and strategic planning across all business lines at AlphaCore. His appointment is integral to the firm’s strategy to enhance scalability and deliver client-centric solutions amid rapid growth. This move underscores AlphaCore’s commitment to democratizing private markets, a mission driven by founder Dick Pfister’s vision of expanding investor access to private credit, equity, and real estate investments as alternatives to traditional portfolios.
AlphaCore’s recent talent acquisitions, including Habas and Aidan Walsh as Head of Corporate Development, underscore its proactive approach to strengthening leadership capabilities and advancing strategic initiatives. The firm aims to educate clients about the potential benefits and risks associated with private market investments, aligning with Pfister’s belief in diversification strategies beyond conventional investment paradigms.
Looking forward, AlphaCore remains focused on innovation and growth in the financial services landscape under Habas’s operational leadership. His appointment marks a pivotal step in the firm’s journey towards establishing a national footprint and cementing its position as a leader in alternative investments within the wealth advisory sector.