WHY CHOOSE PRIMARY FINANCIAL ADVISORS?
Your Finance Family
Smart financial planning involves numbers and strategy, but it’s deeply personal, too, dependent on your needs, your wants, and your life.
At Primary Financial Advisors, we combine deep industry expertise with a personal touch, acting as your go-to financial partner for life’s biggest moments. Like a family, we’re the ones you call when big decisions need clarity, when life throws you surprises, or when you simply want a second opinion. From wealth planning to legacy planning, and every decision in between, we’re here to help you manage your finances with confidence and clarity.
WHO WE ARE
Brian Sullivan
President, Primary Financial Advisors
Certified Financial Planner® Professional, RJFS
Brian founded Primary Financial Advisors because he is passionate about the intersection of the financial and personal. His 20-year background in business, economics, and public service also reflects this. He graduated from Bentley University with a B.S. in Economics/Finance and a M.S. in Marketing. As a CERTIFIED FINANCAL PLANNER® Professional (CFP®), he has the highest level of accreditation in his industry.
Prior to becoming a financial advisor nearly a decade ago, Brian managed major product implementations for international companies including Santander Bank and Monster.com. He was also the President of an IT services company for over five years. His unique career background helps him relate to the needs of employees, corporate executives, and business owners from a wide range of industries.
Brian strongly believes in the importance of leadership and service to others. He was involved in the Boy Scouts from a young age and is proud to be a three-palm Eagle Scout. He is very active in the community in and around Newburyport, Massachusetts. From to 2019 – 2021 he was a two-term President of the Newburyport Rotary Club, he co-founded the networking group Referrals on the River, and he’s a member of Business Networking International (BNI®).
Brian also sits on the philanthropy board of Anna Jacques Hospital and regularly provides career coaching to students at Northern Essex Community College.
When he’s not working, Brian enjoys spending time with his wife (and colleague) Heidi and their young son Max. He loves lake life, especially when he can fish and take his boat out on Lake Attitash in his hometown of Amesbury, MA.
Heidi Erdmann-Sullivan
Head of Operations and Marketing
Heidi’s true professional love is marketing and client service. Over the course of her 20+ year career, she built and led marketing teams for technology companies including Constant Contact and Care.com, and she ran her own marketing consultancy, The Erdmann Marketing Group, for over six years. Today she is the go-to person for Primary Financial Advisor’s client onboarding, client support, operations, marketing, and more. She graduated from The College of Wooster in Wooster, Ohio with a B.A. in German Studies. So it’s not surprising that she spends her free time reading or watching anything she can find in German. Networking with fellow business professionals is also one of her passions, and she’s an avid mandolin player. Last but certainly not least, she is the proud wife of Brian and “mama” to Max.
Because It’s Not Just Your Finances,
It’s Your Life
Great financial planning isn’t just about numbers. It’s about trust, connection, and being there for the moments that matter. Here’s how we bring a family mindset to everything we do.
Money is deeply personal.
So is our approach.
Finances aren’t just spreadsheets and projections—they’re tied to your values, your priorities, and the people you love. That’s why we take the time to understand what truly matters to you. We work to craft a financial strategy that aligns with your life—not just your balance sheet.
Beyond the numbers,
we see the full picture.
Your financial life isn’t just about investments—it’s about your home, your career, your legacy, and your family’s future. We go wide and deep, making sure every piece is aligned so you can move forward with confidence.
High-touch, high-care support.
Some advisors check in once a year. We can check in whenever you need us. Whether it's a life-changing event or just a quick second opinion, we’re here to listen, guide, and support—because that’s what family does.
We’re here 24/7—because life doesn’t wait.
Family decisions don’t happen on a schedule, and neither do we. Have a question on the weekend? Facing an unexpected challenge? We’re always just a call away, ready to help when you need us most.
A NETWORK OF SPECIALISTS
We’ve Got a Pretty Large Extended Family, too.
We’ve built a trusted network of specialists to handle whatever we don’t, from estate lawyers to tax strategists to real estate advisors. Together with our partners, we’ll collaborate seamlessly, making sure every piece of your financial life works together.