About Criterion Wealth Management
One purpose, three exceptional firms
Criterion is the strength behind every advisor. We bring together a family of premier advisory and investment firms (NorthRock Partners, Wealthcare, and Beacon Capital Management), equipping advisors with the platform, support, and resources they need to spend more of their energy on clients and less on everything else.
Each firm is a leader in its field, and together they cover the full spectrum of advice, planning, and investment management. The result is enduring value and lasting impact for advisors and the families who depend on them.
Three firms, one shared purpose
Since 2021, Sammons Financial Group has grown its wealth management presence. Criterion brings together three complementary firms under one family.
NorthRock Partners
A full-service financial and lifestyle advisory firm. NorthRock's distinctive Personal Office model serves a broad and growing client base, delivering bespoke, personalized advice, from investments and tax preparation to estate planning and philanthropic giving, all under one roof.
as of July 1, 2026
Wealthcare
For more than 25 years, Wealthcare has been a national SEC-registered Registered Investment Advisor (RIA) partnering with independent financial advisors to help them grow stronger businesses. Its integrated platform, GDX360, combines goals-based financial planning, disciplined investment management, proprietary technology, and enterprise-level support.
as of July 1, 2026
Beacon Capital Management
A next-generation RIA firm and turnkey asset management program (TAMP) dedicated to improving the science of investing for fee-based advisors, institutions, and the clients they serve. Bacon delivers disciplined, data-driven portfolios built to capture gains while working to limit losses from market volatility.
as of June 1, 2026
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Sammons Wealth Management, operating under the Criterion brand, is a brand of Criterion Group Holdings, LLC, a wholly owned subsidiary of Sammons Financial Group, Inc. Criterion Group Holdings, LLC is a holding company and is not a registered investment adviser and does not provide investment advisory services.
Investment advisory services are provided through Criterion Group Holdings, LLC's affiliated registered investment advisers, including Beacon Capital Management, Inc., NorthRock Partners, LLC, Wealthcare Capital Partners, LLC, and Wealthcare Advisory Partners LLC, as applicable. Each investment adviser is a separate legal entity and provides investment advisory services pursuant to its own agreements, disclosures, and regulatory registrations.
The information provided on this website is for informational purposes only and should not be construed as investment, legal, tax, or other professional advice, or as an offer or solicitation to buy or sell any security or investment product.