Starr Mathews Financial, Llc
- Regulatory AUM
- $159M
- Discretionary
- $152M
- Clients
- 114
- Avg AUM / client
- $1.4M
- Accounts
- 233
- Employees
- 6
AUM over time
Annual snapshots from Form ADV filings · as of Mar 18, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 54 | $20.3M | 12.8% |
| High net worth individuals | 54 | $110M | 69.6% |
| Pension and profit sharing plans | 6 | $28.0M | 17.7% |
People (9)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Jason Edward Holland | President | CFP | Aug 2005 (21y) | ≈ 37.5% – 75% via Holland Capital Advisors, Inc. |
| James S Mathews | Owner | Jan 2013 (14y) | ≈ 12.5% – 37.5% via Sma Financial, Llc | |
| Mashburn, Warren, Craig | Owner | Dec 2013 (13y) | GP / trustee / elected manager of Sma Financial, Llc (indirect) | |
| Mathews, Barton | Owner | Dec 2013 (13y) | ≈ 12.5% – 37.5% via Sma Financial, Llc | |
| Mathews, Robert | Owner | Dec 2013 (13y) | ≈ 12.5% – 37.5% via Sma Financial, Llc | |
| Daniel Anderson Payne | Registered representative | CFP | Jan 2013 (14y) | |
| Lisa Jeanette Mccanless | Registered representative | CFP | Jan 2013 (14y) | |
| William Stephen Saville | Registered representative | CFP | Jul 2017 (9y) | |
| Max Edward Holland | Registered representative | CFP | Apr 2019 (7y) |
Entity owners (Schedule A/B)
| Entity | Title / status | Since | Sch. | Ownership |
|---|---|---|---|---|
| Holland Capital Advisors, Inc. | Owner | Sep 2006 | A | 50% – 75% |
| Sma Financial, Llc | Owner | Dec 2013 | A | 50% – 75% |
Estimated effective ownership (look-through of filed bands):
- Jason Edward Holland: 75% – 100% of Holland Capital Advisors, Inc. × 50% – 75% direct ≈ 37.5% – 75% of the firm
- James S Mathews: 25% – 50% of Sma Financial, Llc × 50% – 75% direct ≈ 12.5% – 37.5% of the firm
- Mathews, Barton: 25% – 50% of Sma Financial, Llc × 50% – 75% direct ≈ 12.5% – 37.5% of the firm
- Mathews, Robert: 25% – 50% of Sma Financial, Llc × 50% – 75% direct ≈ 12.5% – 37.5% of the firm
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 03/18/2026 | 1.16 MB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
No disciplinary events reported on the firm's latest Form ADV filing.
How they charge
- • Percentage of assets under management
- • Hourly charges
- • Fixed fees
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Pension consulting services
Custody
Reported custodians
- Charles Schwab & Co. $140M (89% of AUM) Mar 2026
- Reliance Trust Company $62.9M (58% of AUM) Apr 2021
- Broadridge Trust Company $18.3M (14% of AUM) Mar 2024
- The Vanguard Group, Inc. $18.2M (11% of AUM) Mar 2026
- Matrix $16.3M (14% of AUM) Mar 2023
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports it does not have custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: Mar 18, 2026.
View current Form ADV (SEC/IAPD) ↗