Sammons Rebrands Wealth Unit as Criterion With $27B in Assets
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West Des Moines – October 13, 2026 -- Criterion, the new name for Sammons Financial Group's wealth advisory holding company, launched with more than $27 billion in assets under management or advisement (AUM/AUA) across three national advisory firms.
The company groups Beacon Capital Management, NorthRock Partners and Wealthcare. Sammons Financial Group established the holding company as its expansion beyond core insurance and annuity business lines.
Criterion plans acquisitions and technology spending to compete in U.S. wealth management
Criterion describes the launch as the next step in a long-term plan built on strategic acquisitions, technology investments and expanded capabilities for financial advisors and their clients. It will also invest in talent across its advisory firms.