Reliance Financial Group

Reliance Financial Group

Reliance Financial Group grew out of the high-net-worth advisory practice of Chuck Roberts, a longtime fixture in the Atlanta wealth management scene. The firm structures itself as a multifamily office, bundling investment management, estate planning, and tax strategy for a concentrated book of wealthy Southern families. Unlike many peers that remain pure allocators, Reliance incubated an in-house private credit vehicle — RFG Private Credit Fund — that originates loans to lower-middle-market companies, giving its families direct exposure to an asset class typically accessed through external managers. The firm's strategy splits into two lanes: a traditional wealth management arm handling everything from municipal bond ladders to alternative fund commitments, and the proprietary private credit engine. The credit fund targets senior secured loans to companies with $3 million to $15 million in EBITDA, a segment where bank retrenchment has left a persistent supply-demand gap. Reliance sources through a network of regional brokers, business brokers, and directly from company founders, competing with other non-bank lenders for deal flow as a direct origination model. The platform invests across the Southeast and Texas, with backed companies historically including businesses in healthcare services, niche manufacturing, and enterprise software. Roberts has built a team that blends former wirehouse advisors with credit underwriters recruited from regional banks. The firm maintains its primary office in Atlanta but has added satellite advisor teams in Florida and Texas to service snowbird and relocating clients. The family office does not publicly disclose total assets under management or total deployment figures. The credit fund reported raising approximately $45 million across multiple closings through 2024 (per SEC filings). Roberts has publicly discussed succession planning, positioning the credit fund as the durable institutional vehicle that will outlast his personal advisory practice. Reliance is structurally unusual because the private credit fund lets the family office operate as both a GP and an allocator under one roof. The firm's client families get priority access to the credit fund's deals, a structure more common at institutional multifamily offices like Brown Advisory than at a firm of Reliance's scale. That hybrid model creates a retention flywheel — the credit yields are hard to replicate in public markets, and the direct origination pipeline gives the firm a sourcing story that pure wealth managers cannot offer.