Welcome to First Financial Group of the South

Mission Statement

It is the mission of First Financial Group of the South to assist individual and business owner clients in developing the financial strategies necessary to meet their financial goals.

Read more

Our Process

First Financial Group of the South associates strive to provide clients with personalized, detailed direction and information.

Read more


A key element of a successful financial plan is implementation.

Read more


Clients seeking financial planning may engage FFG of the South services on a fee basis through our relationship with Lincoln Financial Advisors.

Read more

Meet Our Team

In today's complex financial world, it is difficult for any one person to have expertise in all of the fields that can affect a client's financial future. The members of First Financial Group of the South have experience in a wide variety of business owner and financial areas. This experience, along with the technical knowledge gained through the attainment of professional designations, allows our Associates to design financial plans that are not only technically correct but also provide practical, common-sense advice.

First Financial Group of the South Wealth Management is an Alabama-based financial planning firm founded in 1982 by Founder, Sanford B. Axelroth, CFP®, ChFC. The Firm has offices throughout the state of Alabama offering a unique team practice - a blend of technical experience and common sense financial direction.