Abound Advisors Joins Prospera Financial with $300 Million in Assets

Palmer, who previously spent over a decade as a Senior Vice President at Merrill Lynch, leads the Boerne and Redlands-based firm alongside Chief Administrative Officer Joan Hsu, Chief Operations Officer Dana Palmer, and Director of Client Experience Amy Ochs. The team sought a platform that could match large-scale institutional resources with a more intimate, boutique service model. Palmer noted that the move was driven by a need for technology-forward growth that does not sacrifice personal client relationships.

Prospera currently manages $29 billion in assets and maintains a strict 2.5:1 advisor-to-home-office staff ratio to ensure individualized support. Tarah Williams, President and COO of Prospera, emphasized that the partnership aligns with the firm's long-standing focus on thoughtful financial planning. The integration of Abound Advisors reinforces Prospera’s strategy of attracting independent talent while leveraging advanced AI tools to scale operations without diluting its boutique culture.