Innovative wealth management, timeless values.
Hartline Financial Advisors works with individuals, families, and the institutions they build — with patience, discretion, and a purposeful regard for what endures.
Call to begin a conversationSome decisions are measured in quarters. The ones that matter are measured in decades.
Our audiences, one manner.
Every plan begins with what is particular to you: the people you are responsible for, the goals you hold, and the circumstances no one else shares.
A demanding career should not come at the expense of your own finances. You work directly with senior advisors who know your circumstances, every decision is explained in plain language, and the plan is revisited as your life changes.
The plan is written for your family alone, with the next generation already in view. Much of what we advise was built in a single lifetime and is meant to last for several — so we think across generations: education and milestones, wealth transfer, and discretion throughout.
For an owner, the business and the family’s finances are one picture, and we plan for them together. We coordinate with the advisors you already trust — your attorney and your accountant — with tax awareness, concentration, and transition considerations kept in view.
Multiple disciplines, one considered whole.
Investment Management & Strategy
Portfolios built for your objectives, not the day’s headlines.
Asset allocationPortfolio constructionOngoing stewardshipPortfolios built around your objectives rather than the day’s headlines — disciplined, diversified, and tended through every season of the market. We favor the durable over the fashionable, we weigh the tax consequences before a trade rather than after it, and we explain every decision in plain language.
Financial Planning
A plan that keeps up with the life it was written for.
RetirementCash flowEducation & milestonesA clear, considered plan for the whole of your financial life: income and retirement, education and milestones, and the decisions that connect them — each weighed with its tax consequences in view, and revisited as your life changes, so the plan keeps pace with it.
Wealth Management
Your whole picture, held in a single view.
Coordinated adviceTax awarenessReportingYour entire financial picture brought into a single, coordinated view — investments, planning, tax awareness, and cash flow, weighed together. One relationship, one steady cadence of review, and nothing left to drift. The aim is coherence: fewer moving pieces, and fewer surprises.
Estate Planning
Where intentions become instructions.
LegacyCharitable givingWealth transferThe diligent stewardship of what you have built, and its thoughtful transfer to the people and the purposes that matter most to you — cost basis and the timing of a transfer weighed alongside the intention. Working alongside your attorney and accountant, we help intentions become instructions.
We favor the durable over the fashionable.
Close and personal
You work directly with senior advisors. Every plan is considered, personal, and entirely your own.
Patient by design
We move deliberately. Our advice is purposeful and our horizon is long, so that short-term noise does not crowd out long-term purpose.
Built for generations
We plan across a lifetime and across generations — helping you build what you intend to leave, tend it through every season, and pass it on as you meant to.
One coordinated whole
Investments, planning, tax awareness, and cash flow, weighed together rather than apart — so that a decision in one part of your financial life is made with the whole of it in mind.
A conversation — purposeful, and entirely confidential.
A considered plan — written for you alone.
A standing relationship — kept in review, year after year.
Patient, deliberate, generational.
A heritage behind us, and a horizon well ahead. The manner is unchanged: advice given plainly, a plan kept in review, and a relationship meant to last.
Every client works with a dedicated advisor.
Our team spans generations, as the families we advise do — so a relationship begun with one generation can be carried into the next.
Roger Hartline
Roger founded Hartline Financial Advisors and has advised families and business owners for more than 30 years. He leads the team, and keeps a founder’s eye on every relationship in it: that each client is well looked after, that their goals are written into the plan and kept there, and that the team’s standard is met year after year. When a client’s circumstances outgrow a single conversation, he brings all financial considerations into one coordinated view.
He holds an undergraduate degree from Louisiana State University and a master’s degree from Vanderbilt University.
Parker Hartline
Parker joined Hartline Financial Advisors in 2019 and works with clients from the first conversation through every review that follows. He brings a patient, considered manner to the work, building plans resilient enough to adapt when circumstances change. He advises across the team’s four disciplines, with the tax consequences of each decision kept in view.
He holds an undergraduate degree from Hampden-Sydney College and a master’s degree from the University of Alabama.
Michael Perez
Michael joined Hartline Financial Advisors in 2024 and advises on the whole of a client’s financial picture, working closely with each family he serves so that the plan reflects their goals, their relationships, and what matters most to them. As life changes, the plan changes with it — revisited at every review.
He holds an undergraduate degree from Old Dominion University, where he was a student athlete, and a master’s degree from the University of Virginia.
Sonja Crenshaw
Sonja joined Hartline Financial Advisors over 15 years ago and manages the office. She is often the first voice a client hears — welcoming new families, keeping reviews on the calendar, and seeing every request through to its end.
The quiet work of the office is hers as well, from accounts and paperwork to the hundred small details that make for a positive client experience. Much of what a standing relationship feels like, year after year, is her work.
We would welcome the opportunity to listen.
And to talk through what a considered plan might look like for you and your family. From our home in Birmingham, we advise across the country.
3100 5th Avenue South
Birmingham, Alabama 35233
