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.
Your Finance Family
Meet Our Team
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.
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 their son.
Meet Our Team
Sierra Rosen
Trust Consultant, Raymond James Trust
JD, MS-Taxation
Sierra Rosen is Vice President and Trust Consultant for Raymond James Trust, serving the Northeast Region. In this role, she partners with financial advisors and their clients to deliver comprehensive trust solutions, crafting strategies aligned with each client’s long-term goals and values.
Sierra joined Raymond James in 2025 after spending more than 15 years working with high-net-worth donors to maximize their philanthropic impact, using tax efficient strategies at high impact organizations. These institutions include Harvard Business School, Brown University, Northeastern University, Wellesley College and Boston Children’s Hospital.
With a Juris Doctor and a Master of Science in taxation, Sierra brings a deep understanding of complex tax and legal considerations to every conversation. She is an active member of the Massachusetts Bar.
Carlos Jozsi
Private Wealth Planning Strategist
Carlos Jozsi joined the Wealth Planning team as a private wealth planning strategist in 2022 after spending the prior seven years in private practice. Carlos has a passion assisting financial advisors and clients and leverages his past experience to help strategize for asset preservation, as well as estate and gift tax minimization, helping to ensure clients have a properly crafted estate plan that aligns with their individual goals. In addition, Carlos has vast experience assisting blended families with harmonizing their potentially conflicting estate plans and financial goals.
Before joining Raymond James, Carlos worked for several prominent local firms in central Florida. During his time in private practice, Carlos served on the Board of Directors for the local county’s Chamber of Commerce. Carlos has also served as an adjunct professor teaching Business Law in the Barney Barnett School of Business and Free Enterprise at Florida Southern College in Lakeland, Florida.
Carlos earned his bachelor’s degree, with honors, from the University of Florida and his Juris Doctor and Estate Planning Certificate from the University of Florida Levin College of Law. Carlos is a member of the Florida Bar, and is a member of the Real Property, Probate & Trust and Tax Law Sections of the Florida Bar.
Meet Our Team
Bruce Doran
Vice President, Banking Consultant
Bruce Doran has been in the financial services industry for over 20 years. During this time, he has developed strong relationships with internal and external partners while working with clients to achieve their financial goals. As a banking consultant, he works diligently to provide a high level of service to Raymond James financial advisors and their clients. Each day is focused on assisting advisors and their clients by discussing lending scenarios and creating a plan that best fits their needs.
Bruce joined Raymond James Bank in 2017 in the Loan Operations department, focusing on securities based lending and mortgage. Before that, he was a banker with SunTrust and Regions Bank. Bruce was born and raised on Long Island, New York. He attended Dickinson College in Carlisle, Pennsylvania, graduating with a BA in business and history. Bruce is also Series 7 licensed.
Kevin Butler
Retirement Endowment Specialist
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 their son.
How We Give Back
Committed to community.
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. He loves lake life, especially when he can fish and take his boat out on Lake Attitash in his hometown of Amesbury, MA.
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 and craft a financial strategy that aligns with your life—not just your balance sheet.
High-touch, high-care support.
Some advisors check in once a year. We 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.
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.
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 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.