Simply put, we strive to be our client’s trusted registered representative.

We are dedicated to providing investment management and strategic wealth planning to you. Our primary focus is to provide unbiased opinions that are designed to achieve long term investment results. We do this with the highest levels of trust, integrity and respect while always collaborating using a team approach.

Southern Financial Group was established in 2006 from the merger of Parrish, Cox, & Associates with Easterling & Associates, bringing together two seasoned teams with 40+ years combined experience. By partnering with an independent financial services company, we offer a broad range of investment opportunities without the corporate agenda. We have two area offices, and every account is overseen locally by a founding partner.


Josh Parrish is a well-known registered representative in Northwest Florida. With extensive knowledge in the insurance...

Administrative Assistant

Felicia Granger joined the Southern Financial team in 2015.  As an Administrative Assistant, she provides support for...