St. Petersburg is having a moment—and New York companies are taking notice. The latest proof comes from Dynasty Financial Partners, which just announced a major commitment to downtown St. Pete with a 15-year lease at the prestigious 400 Central building. The tech-enabled wealth management solutions firm, originally founded in New York, is investing heavily in a new national headquarters that will accommodate more than 300 employees and serve as the central hub for their rapidly expanding network.
A statement investment in St. Pete’s future
Dynasty’s decision to make 400 Central their long-term home isn’t just about office space—it’s a bold statement about St. Petersburg’s emergence as a financial and entrepreneurial powerhouse. The company has signed on as the anchor corporate tenant for the mixed-use tower, securing premium office space across multiple floors, complete with a private entrance, 15,000 square foot rooftop terrace, custom trading floor, content studio, and state-of-the-art training facilities.
“This is more than a lease; it’s a defining moment in Dynasty’s evolution,” said Shirl Penney, CEO, president, and founder of Dynasty Financial Partners. “We aim to be great corporate citizens who align with the community’s economic development for decades to come. We’re doubling down on St. Petersburg not only as our corporate headquarters but as the central hub for our growing national network.We’re designing this new space to foster collaboration, spark innovation, and create an exceptional workplace and client-service experience for all our employees, and resource partners who are all vital parts of the Dynasty ecosystem.”
The move, scheduled for completion in November 2026, represents a significant expansion from Dynasty’s current St. Petersburg operations.
“This is more than a lease; it’s a defining moment in Dynasty’s evolution. We aim to be great corporate citizens who align with the community’s economic development for decades to come. We’re doubling down on St. Petersburg not only as our corporate headquarters but as the central hub for our growing national network.”
—Shirl Penney, CEO, Dynasty Financial Partners
The NY-to-St. Pete pipeline
Dynasty’s commitment reflects a broader trend of New York-based companies discovering St. Petersburg’s unique advantages. The firm joins other notable New York transplants like Foot Locker, which is in the process of relocating their global HQ to St. Pete, as well as ARK Invest and Webull Corporation, both of which have relocated their headquarters to the Sunshine City. New York-based Red Apple Group, led by billionaire John Catsimatidis Sr., has deep roots in St. Petersburg and continues to invest heavily in the city’s development, including the 400 Central project where Dynasty will be headquartered.
Catsimatidis said, “400 Central truly symbolizes the renaissance underway in St. Pete, and we are proud to have Dynasty Financial Partners join as our anchor corporate tenant. The firm has embraced St. Pete wholeheartedly, supporting many civic and cultural programs since relocating here in 2019. They are the right partner for what we are trying to build here.”
This NY-to-St. Pete pipeline showcases how the city has become a magnet for companies seeking to combine big-city amenities with Florida’s business-friendly environment, exceptional quality of life, and growing talent pool.
A growth story years in the making
Since relocating to St. Petersburg in 2019, Dynasty has experienced remarkable growth. The firm now supports more than 500 financial advisors across 55 independent firms that collectively manage more than $110 billion in client assets. When they moved to St. Pete, Dynasty had about 40 employees; they are now at 140+ and counting. The new space will allow the firm to double in size. This expansion coincides with St. Pete’s own renaissance, as the city has attracted businesses, entrepreneurs, and professionals from across the country.
“Dynasty is the poster child for the type of company we want to see in the Sunshine City—innovative, growth-forward, and deeply engaged in our community,” said Mike Swesey, president and CEO of the St. Petersburg Area Economic Development Corporation.“Dynasty’s commitment to St. Petersburg has been a powerful influence in our city’s emergence as a financial and entrepreneurial hub, motivating not only other businesses and individuals to recognize what our city and region has to offer, but setting the tone for broader community support and philanthropy, as well.”
Building for the future
Dynasty’s new headquarters will feature amenities that reflect both the company’s collaborative culture and St. Pete’s lifestyle advantages. Beyond the expansive rooftop terrace and custom trading floor, the space will include a team lounge, private dining areas, and even apartments for visiting partners—demonstrating how companies can create workplace experiences that simply aren’t possible in traditional business centers.
“This headquarters represents a bold investment in our people, our culture, and the City of St. Petersburg. We’re designing this space to support how we actually work at Dynasty—collaboratively, creatively, and with autonomy,” Penney explained. “It’s a place that reflects who we are and where we’re going.”
The St. Pete advantage
Dynasty’s success story illustrates why St. Petersburg has become such an attractive destination for growing companies. The city offers:
- Strategic Location: Direct access to Florida’s business-friendly environment while maintaining proximity to major markets
- Talent Pipeline: A growing pool of skilled professionals attracted by the city’s quality of life
- Infrastructure: World-class facilities like 400 Central that rival those in major metropolitan areas
- Community: A supportive and inclusive business ecosystem that encourages innovation and growth
- Lifestyle: The unique combination of urban amenities and coastal living that helps attract and retain top talent
A model for success
Dynasty’s journey from New York startup to St. Petersburg success story serves as a compelling case study for other companies considering similar moves. The firm has found that St. Petersburg provides the perfect environment for scaling operations while maintaining the culture and innovation that drive growth.
As Jeremy Gilbert, senior vice president at Dynasty, noted: “We approached this project the same way we support our advisors—strategically, intentionally, and with a long-term view. This headquarters is a statement about where Dynasty is headed and the future we’re building in St. Petersburg.”
With Dynasty’s expanded commitment and other New York companies following suit, St. Petersburg is cementing its reputation as a premier destination for businesses seeking growth, innovation, and success. The message is clear: NY loves St. Pete—and the feeling is mutual.
For more about Dynasty Financial Partners, visit https://dynastyfinancialpartners.com/.
