Mission Statement

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

Utilizing the unique blend of technical expertise and common sense financial direction, clients' needs will be identified and solutions offered. Implementation of the effective design and continuing client participation will assure our future together.

Our objective is to build and maintain First Financial Group into the highest quality firm of its type... Measured by the satisfaction of our clients.

First Financial Group of the South, Inc. (FFG) is a Birmingham-based financial planning firm founded in 1982 by Founder, Sanford B. Axelroth, CFP®, ChFC. The Firm has offices throughout the state of Alabama and Nashville, Tennessee offering a unique team practice - a blend of technical expertise and common sense financial direction.