Our firm is investigating Sunbelt Securities, Inc. financial advisor and registered representative Roy Alan Longoria (CRD# 4477369) of Austin, Texas for potential investment-related misconduct.
Financial Advisor’s Career History
FINRA BrokerCheck reflects that Mr. Longoria has been registered with Sunbelt Securities, Inc. (CRD# 42180) since September 10, 2010, working from the firm’s Austin, Texas branch office.
Before joining Sunbelt, BrokerCheck lists prior registrations with Merrill Lynch, Pierce, Fenner & Smith Incorporated from May 2005 through September 2010 (including an investment-adviser registration beginning July 2005), and Edward Jones from January 2002 through June 2005.
BrokerCheck also discloses an investment-related DBA/business line identified as “Shores Longoria Retirement Plan Consultants” (started July 2013) and other non-investment related outside business activities.
Roy Alan Longoria Fraud Allegations and Investor Complaints Explained
FINRA BrokerCheck reports one customer dispute disclosure for Mr. Longoria.
Disclosures (for context)
- Customer dispute (FINRA) — Pending. Reporting source: broker; employing firm at the time: Sunbelt Securities, Inc.; product type: corporate debt; allegation: client says he was not informed the bond could be sold at a discount prior to maturity; alleged damages: $0.00; notice/process served: November 4, 2025; arbitration pending: yes; FINRA docket/case no.: 25-02301.
Pending Customer Dispute Alleging Inadequate Disclosure Regarding a Corporate Bond (FINRA Docket No. 25-02301)
According to the BrokerCheck disclosure, the customer alleges they were not informed that their corporate bond “could be sold (at a discount) prior to the maturity date.” The matter is reported as pending in FINRA arbitration, with notice/process served on November 4, 2025, and the disclosure lists alleged damages of $0.00 (with an explanation that the client “does not currently have any compensatory damages”).
To obtain a copy of Roy Alan Longoria’s FINRA BrokerCheck report, visit this link.
Robert Wayne Pearce Is Committed to Recovering Your Investment Losses
FINRA Rule 2111 (Suitability) requires brokers and advisors to have a reasonable basis to believe that a recommended investment or investment strategy is suitable for the customer based on the client’s investment profile, including objectives, risk tolerance, and liquidity needs. In a bond-related dispute alleging the investor was not informed that a bond could be sold at a discount prior to maturity, suitability issues can arise where the recommendation did not align with the customer’s need for principal preservation, near-term liquidity, or a clear understanding of potential market-loss risk if the security was sold before maturity.
FINRA Rule 2090 (Know Your Customer) obligates financial professionals to use reasonable diligence to understand the essential facts concerning each customer and the authority of each person acting on behalf of the customer. Allegations centered on inadequate disclosure about a bond’s ability to be sold at a discount can implicate Rule 2090 when an advisor fails to sufficiently understand—and document—what the client needed the bond to accomplish (e.g., stable income with minimal chance of loss, or a fully “hold-to-maturity” plan), and then fails to match that profile with accurate risk and liquidity explanations.
FINRA Rule 2010 (Standards of Commercial Honor and Principles of Trade) is a broad ethical rule requiring members and associated persons to observe high standards of commercial honor and just and equitable principles of trade. When a customer alleges they were not told a material fact about a bond—such as the potential for a discounted sale price prior to maturity—Rule 2010 may be implicated because the allegation goes to whether the investor received fair, complete, and non-misleading information necessary to make an informed decision about the investment and its risks.
Losing your savings to a dishonest broker or advisor can be devastating, but you do not have to face it alone. Robert Wayne Pearce and his team have spent over four decades helping investors who were misled or defrauded by Wall Street firms. The Law Offices of Robert Wayne Pearce, P.A. takes cases nationwide on a contingency fee basis. You pay nothing unless we recover your losses. Call (800) 732-2889 or email pearce@rwpearce.com today for a free and confidential consultation.