401k Generation provides portfolio management for individuals and small businesses, pension consulting, and selecting other managers.
401k Generation reports 158 clients. They include 90 pension and profit-sharing plans, 63 individual clients, and 5 high-net-worth individuals. Of its assets, 54.5% ($85.3M across 153 accounts) are managed with discretion; $71.2M across 8 accounts are not.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 40% | 31% |
| High-net-worth individuals | 3% | 45% |
| Pension and profit-sharing plans | 57% | 21% |
| Corporations and other businesses | Fewer than 5 | 2% |
Client shares use reported counts. Client types without a reported count are excluded from that total.
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 63 | $48.6M | 31.0% | $771K |
| High-net-worth individuals | 5 | $71.2M | 45.5% | $14.2M |
| Pension and profit-sharing plans | 90 | $32.8M | 21.0% | $364K |
| Corporations and other businesses | Fewer than 5 | $3.9M | 2.5% | — |
| Total | 158 | $156M | 100% | — |
- Clients
- 63
- Regulatory AUM
- $48.6M
- AUM share
- 31.0%
- Avg. per client
- $771K
- Clients
- 5
- Regulatory AUM
- $71.2M
- AUM share
- 45.5%
- Avg. per client
- $14.2M
- Clients
- 90
- Regulatory AUM
- $32.8M
- AUM share
- 21.0%
- Avg. per client
- $364K
- Clients
- Fewer than 5
- Regulatory AUM
- $3.9M
- AUM share
- 2.5%
- Avg. per client
- —
Total
- Clients
- 158
- Regulatory AUM
- $156M
- AUM share
- 100%
- Avg. per client
- —
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 0
401k Generation charges 0.50%–1.00% a year for its Individual Managed Accounts. The fee is negotiable. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Retirement and Pension Consulting
- Plan consulting on plan assets, negotiable: 70 to 15 bps for ERISA 3(38) and 3(21) services and 55 to 3 bps for ERISA 3(16) services.
Kelli Rojas owns 50% to 75% of 401k Generation. The leadership team of 401k Generation includes President Kelli Rojas, Chief Operating Officer Brenda Kincaid and Chief Compliance Officer Marlene Nitsch. It has 35 employees, 6 of them in advisory roles.
Leadership
- Kelli RojasPresident
- Brenda KincaidChief Operating Officer
- Marlene NitschChief Compliance Officer
- Edward RojasCEO
Investment adviser representatives
6 representatives listed in the SEC register as of 9 October 2026.
Staff
- 35 employees
- 6 in advisory functions
- 6 state-registered reps
- Owns 50% to 75% of 401k Generation
Kelli Rojas
Control person · since January 2012
- Owns 50% to 75% of 401k Generation
Edward Rojas
Control person · since May 2014
401k Generation’s regulatory assets fell from $242M (April 2021) to $156M (March 2026); clients fell from 230 to 158 and employees were 35 in both filings.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $156M | 158 | 35 | 1 |
| March 2025 | $173M | 141 | 39 | 1 |
| March 2024 | $139M | 141 | 34 | 1 |
| March 2023 | $131M | 180 | 35 | 1 |
| March 2022 | $143M | 221 | 34 | 1 |
| April 2021 | $242M | 230 | 34 | 1 |
Besides its headquarters, 401k Generation has 0 offices, with 1 listed address in Florida.
Florida · 1 listed address
- 237 S Westmonte Drive, Suite 300, Altamonte Springs,HQ
Other business names
401k Generation has reported 1 other business name to the SEC.
- Winter Park Wealth Management
Contact and registration details
- Legal name
- 401k Generation
- Headquarters
- 237 S Westmonte Drive, Suite 300, Altamonte Springs,, FL 32714
- Website
- Not reported
- Phone
- 866-998-5879
- @401kgeneration
- SEC file
- 801-71606
- Structure
- Florida corporation
- Fiscal year end
- December
401k Generation uses Charles Schwab ($71.2M, 69%) and American Trust Custody ($32.3M, 31%) as custodians for its separately managed accounts. 401k Generation has custody of $68.2M in client assets for 34 clients.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $71.2M69%
- American Trust CustodyAmerican Trust Custody · Pittsburgh, PA · $32.3M31%
At year end, 401k Generation’s separately managed accounts were mostly in funds (51%) and stocks (47%).
What the accounts hold
- Stocks47%
- Funds51%
- Bonds1%
- Cash1%
How many clients does 401k Generation have?
401k Generation has 158 clients and manages $156 million for them, as of March 2026. They include 90 pension and profit-sharing plans, 63 individual clients, and 5 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 24 March 2026
What services does 401k Generation offer?
401k Generation provides portfolio management for individuals and small businesses, pension consulting, and selecting other managers.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does 401k Generation charge?
401k Generation charges 0.50%–1.00% a year for its Individual Managed Accounts. The fee is negotiable.
Which custodians does 401k Generation use?
401k Generation’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $71.2M and American Trust Custody (Pittsburgh, PA), with $32.3M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 24 March 2026
How many financial advisors does 401k Generation have?
401k Generation has 6 investment adviser representatives registered with state securities authorities, out of 35 employees, and 6 perform investment advisory functions. None are registered representatives of a broker-dealer or licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does 401k Generation invest in?
At the end of its last fiscal year, 401k Generation’s separately managed accounts held 51% registered funds (mutual funds, ETFs, BDCs), 47% exchange-traded equities, 1% U.S. government and agency bonds and 1% cash and equivalents.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns 401k Generation?
401k Generation’s direct owners are Kelli Rojas (50% to 75%) and Edward Rojas (50% to 75%).
Source: Form ADV Part 1A, Schedules A and B, filed 24 March 2026
How does 401k Generation get paid?
401k Generation is paid through a percentage of assets under management and fixed fees. Its Form ADV lists no commissions or performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
How do I contact 401k Generation?
401k Generation’s main office is at 237 S Westmonte Drive, Suite 300, Altamonte Springs,, FL 32714. Its phone number is 866-998-5879.