Helping people get further together
The Strength Behind
Every Advisor
Criterion equips exceptional advisors with the services, support, and platform to do their best work, so the families who count on them can reach further than they could alone.
Our companies
Three firms, one shared purpose!
NorthRock Partners
A multi-family office and wealth advisory firm helping successful individuals, families, and athletes organize their financial lives and pursue what matters most.
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Member firmWealthcare
A goals-based wealth management firm and platform that gives independent advisors integrated planning, investment, and practice-management support to grow their businesses and elevate the client experience.
Learn moreBeacon
An investment management firm that equips advisors and institutions with disciplined, data-driven strategies designed to manage downside risk and navigate volatile markets with a rules-based, systematic approach.
Learn moreWe exist to help advisors and the people they serve reach further than they could alone.
The idea
Strong support leads to better outcomes.
We believe better financial outcomes are driven by advisors who are equipped to deliver them, so we give them the services, support, and advice they need to focus on the people they serve. The result is lasting impact for advisors and the families who rely on them.
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