There are thousands of financial advisors out there today — many of whom are talented and good at what they do. But very few of them can provide highly specialized wealth services to the most discerning clients. Very few of them can offer truly creative approaches for growing multi-generational wealth or understand the intricacies of managing the risk involved. Bobby White can. He’s been an advisor for over 20 years. But he’s also an entrepreneur, having started RFG Advisory in 2003 and grown it into one of the top professionally-managed RIAs in the country.
Outside of RFG, Bobby is passionate about his community and enjoys traveling with his family, hunting big game, fishing, wing shooting and golf. Bobby has been training in a civilian warrior program for years and it’s his “Crush Everything” mentality that guides RFG Advisors as they look to not just survive, but to thrive.
Alongside his team, Bobby serves a select group of individuals and families that can genuinely benefit from his unique skill set. But for Bobby, it’s not just about creating a truly exceptional one-on-one experience for his clients, it’s about showing up every day with a Servant Heart and a Warrior Mindset. This foundational principle allows Bobby to help his clients go beyond the stewardship of their money to creating a game plan that optimally aligns his client’s values and vision for their lives.
Founder & CEORead Bio
Founder & CEO
Many qualities set Bobby White, Founder and CEO of RFG Advisory, apart from his peers. For Bobby, it is his ability and willingness to adapt to change and face it head-on. RFG was built from the ground up, torn down, and built again. In 2003, he founded RFG to better serve clients as an advisor and to empower independent advisors to be the CEO of their practice. In 2015, RFG had a significant innovation and digital transformation motivated by Bobby's commitment to get 1% better every day and determination to be an asset to his team, clients, family, and community.
With over two decades of experience in the wealth management industry as a Founder and CEO, and a Financial Advisor, Bobby has built a successful, multi-faceted career. Stemming from his ability to get comfortable being uncomfortable, Bobby firmly believes the very thing that sets RFG Advisory apart is how we adapt to change. "I'd rather be a disruptor than be disrupted," says Bobby. More than just words, his leadership style reflects the bold, decisive moves that have allowed his company to adapt while staying one step ahead of the competition.
Under Bobby's leadership, RFG Advisory has achieved accelerated growth and notable industry recognition in the wealth management industry. In 2021, RFG received two ThinkAdvisor LUMINARY Awards in Thought-Leadership and Education. It was also named Best Places to Work for Financial Advisors in 2021 and a Finalist for the InvestmentNews Innovation Awards 2021. For two years, the firm has been named a finalist in the wealthmanagement.com Industry Awards in 2021 and 2020 for non-custodial support platforms and a Top 300 RIA by Financial Times in 2020.
Bobby is the host of 'Become a Warrior Advisor Podcast' with Dom Raso, a Veteran Navy Seal and he's also the co-host for 'War Room Huddle', available on Apple Podcasts, Google, Spotify, and all major podcast platforms. These RFG Advisory podcasts and support programs are directed toward independent financial advisors who want to CRUSH EVERYTHING, and in Bobby's words, "Be the CEO of their practice, not the COO." Furthermore, Bobby was recently named to Industry Era's Top Ten Most Successful Chief Executive Officers for 2021 and recognized by Birmingham Business Journal for several years. His most recent work is published in WealthManagement.com's 2021 Mid-Year Outlook.
Bobby is a proud graduate of Auburn University, having earned a B.S. in Business Administration and Management. He enjoys traveling with his family, hunting big game, fishing, wing shooting, and trains as a civilian with former Navy Seals.
With this in mind, you can rest assured working with Bobby and his team will be a unique, meaningful and rewarding experience. They understand your time is valuable, so they minimize their demands on your time by maximizing efficiency. They understand you expect the highest level of service and responsiveness, and that’s exactly what they deliver. Without exception.
Even more important, you expect to be listened to and understood. You have a vision for your future, goals you want to achieve and a legacy you want to leave. When you work with Bobby and his team, you’ll get more than expertise and advice. You’ll get a dedicated team that understands and shares your vision. You’ll also get the peace of mind of knowing you have a comprehensive plan in place to achieve everything you want and more.
Financial AdvisorRead Bio
As the son of a judge and a public school teacher, Counce grew up with a value system that stressed integrity and ethics. He has a heart of an educator instilled within him and brings these values to his role as your financial advisor.
During the first phase of his career, Counce sat behind a big trading desk at some very prestigious firms in Nashville and Birmingham. But he soon realized being Vice President of fixed income institutional sales wasn’t a good fit. It wasn’t what he wanted to do. He wanted to work one-on-one with people. He wanted to talk to people, get to know them, roll up his sleeves, and take care of things that really matter for individuals and families. So, he embarked on the next phase of his career and joined RFG as an independent financial advisor.
And today, he’s helping people. Today, Counce creates holistic financial plans to help his clients achieve their financial goals. Basically, he helps make bright financial futures possible—and he enjoys every minute of it.
He’s a graduate of the University of Alabama and holds all the licenses and credentials—like Series 7, 63, 65, 24 —he needs to do his job. And do it well.
Outside of work, Counce tries to spend as much time as possible with his wife and two young daughters, while also slipping in some hunting and golfing when he can. He also serves as treasurer—what else would he serve as—for the Birmingham Sunrise Rotary Club.Learn More About Counce
Chief Investment OfficerRead Bio
Chief Investment Officer
Rick Wedell joined RFG Advisory in September 2016. A veteran institutional investor with 14 years of experience managing both debt and equity, Rick was most recently an Executive Vice President, Head of Fixed Income Consumer Investments and Assistant Portfolio Manager at Bain Capital Credit. He helped grow the firm to $30.4bn in assets under management.
Rick is a market-tested leader—having managed through the volatile markets of 2001 and 2008 where he experienced first-hand the importance of portfolio diversification and the trade offs between risk and return. He leads our Investment Team with the guiding principle of simple, straightforward analysis and investments—clarity of thought in a complex world.
“Our job is to manage the financial future of our Advisors’ clients prudently through thoughtful investments, well-diversified portfolios, and a thorough understanding of risk. After a career in institutional hedge fund management, it is an honor to build and manage investment strategies designed to help real people strive to meet their goals.”
Practice ManagerRead Bio
Originally from Tallahassee, Florida, Sue Ann is a single mom to four amazing young adults, 3 dogs and 2 cats! Sue Ann enjoys gardening, boating and cooking. She has over 25 years of experience in finance, real estate and business. She holds a Bachelor’s and a Master’s Degree in Economics from Florida State University. She also holds the FINRA Series 7 registration.
Executive Assistant to CEORead Bio
Executive Assistant to CEO
Jeanette grew up in Oslo, Norway and moved to the US in 2003. Jeanette graduated Magna Cum Laude from Bevill State Community College with a degree in Business Office Management, where she received Special Recognition of Top Tech Student of 2013, Top Business Office Management and Technology Student and Bevill Scholar.
Jeanette joined RFG in 2019 with 9+ years of corporate experience. She is currently earning her bachelor’s degree in business administration from Auburn University. She met her husband Josh on Davis Monthan Air Force Base in 2008. Jeanette & Josh have five children and live in Jasper. She roots for the Auburn Tigers and can usually be found on the weekends surrounded by her little ones.
Your portfolio is tailor-made in Bluemonte, RFG’s robust investment platform. We have tremendous flexibility through relationships with multiple major custodians to invest your assets, facilitate transactions, make distributions, provide comprehensive monthly statements, and manage your assets in-line with your financial goals.
Bobby likes to say he is an entrepreneur who happens to be a Financial Advisor. Founding RFG Advisory in 2003, Bobby has built a firm with assets under advisement of $3 billion* that is recognized as an award-winning innovator in the wealth management industry. Passionately committed to creating a culture that puts clients’ interests first, Bobby’s team of A-players wakes up every day with a call to serve.
* As of June 30, 2021.