Top Wealth + Best-in-State + Barron's 100 · rank 3 · Palm Beach, Florida · listed firm: Morgan Stanley Wealth Management
Identity & firm
- Firm — Morgan Stanley Wealth Management (The Peters Group) (high)
- “The Peters Group is committed to delivering sound, integrated, long-term wealth management strategies. Under the experienced leadership of Kevin Peters, our twelve-person team serves the needs of families, individuals an” — firm_official
- “"firmName": "MORGAN STANLEY", "iaOnly": "N", "registrationBeginDate": "6/1/2009"” — sec_finra_regulatory
- Parent company — Morgan Stanley (high)
- “We combine the insight of a broadly experienced team of financial professionals with the vast resources and stability of Morgan Stanley.” — firm_official
- Firm type — wirehouse (high)
- “"firmId": 149777, "firmName": "MORGAN STANLEY", "iaOnly": "N", "registrationBeginDate": "6/1/2009", "firmBCScope": "ACTIVE", "firmIAScope": "ACTIVE", "iaSECNumber": "70103", "iaSECNumberType": "801", "bdSECNumber": "6819” — sec_finra_regulatory
- Team name — The Peters Group (high)
- “The Peters Group was formed over 35 years ago by Kevin Peters in a small home office in New York.” — firm_official
- Team size — 12 (high)
- “Under the experienced leadership of Kevin Peters, our twelve-person team serves the needs of families, individuals and businesses throughout the country with offices in New York, Florida, Chicago and California.” — firm_official
- CRD — 1222161 (high)
- “"individualId": 1222161, "firstName": "KEVIN", "middleName": "MICHAEL", "lastName": "PETERS", "otherNames": [], "bcScope": "Active", "iaScope": "Active"” — sec_finra_regulatory
- Years experience — 42 (high)
- “"daysInIndustryCalculatedDateIAPD": "12/20/1983"” — sec_finra_regulatory
- Designations — gap: not_found_after_search
Book of business
- Team AUM ($M) — 4000 (high)
- “Team Assets (Custodied): $4B” — forbes_shook
- Account minimum ($M) — 5 (high)
- “Minimum account size for new business: $5M” — forbes_shook
- Typical client net worth ($M) — 30 (high)
- “Typical Net Worth of Relationships: $30M-3B” — forbes_shook
- Client niche — multigenerational ultra-high-net-worth families (high)
- “The Peters Group not only aspires to support all of its current clients in their financial goals, but also emphasizes the significance of maintaining relationships which enables the support of subsequent generations as w” — firm_official
- “The Peters Group helps successful investors and their families pursue financial goals methodically and with integrity; we strive to be each client's personal Chief Financial Officer providing strategic direction, compreh” — firm_official
- Custodians — gap: not_applicable
- Fee model — fee_plus_commission (medium)
- “"firmName": "MORGAN STANLEY", "iaOnly": "N", "registrationBeginDate": "6/1/2009", "firmBCScope": "ACTIVE", "firmIAScope": "ACTIVE"” — sec_finra_regulatory
Positioning & marketing
- Website url — https://advisor.morganstanley.com/the-peters-group-10824585 (high)
- “Title: The Peters Group | Purchase, NY | Palm Beach, FL | Morgan Stanley Wealth Management” — firm_official
- Value proposition (verbatim) — The Peters Group helps successful investors and their families pursue financial goals methodically and with integrity; we strive to be each client's personal Chief Financial Officer providing strategic direction, comprehensive advice, risk management and investment planning. The Peters Group is committed to taking a conservative path in helping our clients to create, preserve, and ultimately transfer wealth. (high)
- “The Peters Group helps successful investors and their families pursue financial goals methodically and with integrity; we strive to be each client's personal Chief Financial Officer providing strategic direction, compreh” — firm_official
- Differentiators — Comprehensive, repeatable process and calm judgment amid adversity, Acts as each client's personal Chief Financial Officer, Multigenerational practice, founded 35+ years ago, now including the founder's son, Family University Program educating client families across generations, Conservative path to create, preserve, and transfer wealth (high)
- “Our differentiated value is reliance on a comprehensive, repeatable process, broad perspective on the capital markets, our ability to remain calm and think clearly and insightfully amid adversity.” — firm_official
- “One of the practice's strengths is our Family University Program. The purpose of our program is to educate, preserve and engage families in a comfortable setting to discuss the importance of having a family plan.” — firm_official
- Content marketing — occasional (medium)
- “At the Peters Group, we strive to simplify complex financial ideas into a digestible format so that our clients can truly understand the work which goes into planning for their financial future and livelihood. We are fir” — firm_official
- Has podcast — no (medium)
- “Each week, Chief Cross-Asset Strategist Andrew Sheets, or a member of his team, shares podcasts offering perspective on the forces shaping the markets as well as insights on investment opportunities and risk across globa” — firm_official
- Books published — 0 (low)
- “The Peters Group was formed over 35 years ago by Kevin Peters in a small home office in New York.” — firm_official
- Linkedin url — https://www.linkedin.com/in/kevin-peters-75a5132a/ (medium)
- “Kevin Peters - Managing Director, Wealth Advisor at ...” — social_or_third_party_db
- Social presence — gap: not_found_after_search
- Press awards — Barron's Top 100 Financial Advisors, 13 consecutive years 2011-2024, Barron's Top 1,200 Financial Advisors 2025, Barron's Top 250 Private Wealth Management Teams 2025 (The Peters Group), Barron's Top 100 Private Wealth Advisory Teams 2023, Featured in Examiner News on financial advice for veterans (high)
- “Kevin Peters is named on Barron's list of Top 100 Financial Advisors in 2023 and 2024. Kevin has been named to this list for 13 consecutive years from 2011-2024.” — firm_official
- “The Peters Group is named to the Barron's list of Top 250 Private Wealth Management Teams in 2025.” — firm_official
Visual brand
- Has distinct logo — no (medium)
- “Title: The Peters Group | Purchase, NY | Palm Beach, FL | Morgan Stanley Wealth Management” — firm_official
- Logo url — gap: not_found_after_search
- Visual brand notes — Standard Morgan Stanley advisor template; no team mark. Brand equity carried by stacked Barron's/Forbes award badges and corporate blue palette with sans-serif type. (medium)
- “The high-level of service and dedication we work to provide all of our clients with has led us to be recognized by the below organizations:” — firm_official