Ameritas Advisory Services: AUM & Ownership

Clients

Ameritas Advisory Services serves 29,718 clients, 28,459 of them other individuals. The average client has about $463,000 with the firm, and high-net-worth clients hold 30% of its $13.7 billion in assets.

Regulatory assets by client type

Individuals28,459 clients65%
High-net-worth individuals904 clients30%
Corporations and other businesses202 clients3%
OtherPension and profit-sharing plans, Charitable organizations, Insurance companies1%

Show client breakdown

Client type	Clients	Regulatory AUM	Share	Avg. per client
Individuals (other than HNW)	28,459	$8,995,034,221	65.4%	$316K
High-net-worth individuals	904	$4,163,056,716	30.3%	$4.61M
Pension and profit-sharing plans	87	$41,615,646	0.3%	$478K
Charitable organizations	65	$109,871,355	0.8%	$1.69M
Insurance companies	1	$4,892,762	0.0%	$4.89M
Corporations and other businesses	202	$431,972,925	3.1%	$2.14M
Total	29,718	$13,746,443,625	100%	$463K

Individuals (other than HNW)

Clients: 28,459
Regulatory AUM: $8,995,034,221
Share: 65.4%
Avg. per client: $316K

High-net-worth individuals

Clients: 904
Regulatory AUM: $4,163,056,716
Share: 30.3%
Avg. per client: $4.61M

Pension and profit-sharing plans

Clients: 87
Regulatory AUM: $41,615,646
Share: 0.3%
Avg. per client: $478K

Charitable organizations

Clients: 65
Regulatory AUM: $109,871,355
Share: 0.8%
Avg. per client: $1.69M

Insurance companies

Clients: 1
Regulatory AUM: $4,892,762
Share: 0.0%
Avg. per client: $4.89M

Corporations and other businesses

Clients: 202
Regulatory AUM: $431,972,925
Share: 3.1%
Avg. per client: $2.14M

Total

Clients: 29,718
Regulatory AUM: $13,746,443,625
Share: 100%
Avg. per client: $463K

What it does

Ameritas Advisory Services provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, selecting other managers and educational seminars. It is paid through a percentage of assets, hourly charges, fixed fees and other arrangements.

Ameritas Advisory Services provided financial planning to 1,000 clients last fiscal year and advises no private funds.

52.1% of assets ($7.16B across 22,063 accounts) are managed with discretion; $6.59B across 23,236 accounts are not. $1.97B sits in a wrap fee program the firm both sponsors and manages. 0% of clients are outside the U.S., and 1,086 clients received advice without assets under management last fiscal year.

What the accounts hold

Separately managed account assets by class, year end

The filed percentages total 101%. The values below are shown as filed.

Exchange-traded equity securities: 54%
U.S. government/agency bonds: 3%
U.S. state and local bonds: 1%
Investment grade corporate bonds: 2%
Securities issued by registered investment companies or business development companies: 38%
Cash and cash equivalents: 3%

Custodians

Ameritas Advisory Services’ client accounts are held mainly at Fidelity, with 47% of managed assets, and Charles Schwab, with 23%. Ameritas Advisory Services has custody of $8.41B for 15,704 clients.

Managed account assets by custodian

FidelityNational Financial Services LLC · Boston, MA · $6.42B47%
Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $3.13B23%
All other custodians$4.19B31%

Ownership and leadership

Ameritas Life Insurance Corp. owns 75% or more of Ameritas Advisory Services.

Who owns the firm

Ameritas Advisory Services, LLC· the adviser

Ameritas Life Insurance Corp.
Control person · since January 2020
Owns 75% or more of Ameritas Advisory Services, LLC
- Ameritas Holding Company
  Control person · since January 1999
  Owns 75% or more of Ameritas Life Insurance Corp.
  - Ameritas Mutual Holding Company
    Control person · since January 1999
    Owns 75% or more of Ameritas Holding Company

Leadership

Richard Berthold
Vice President, Service & Operations
Matthew Kinsella
Vice President & Chief Compliance Officer
Jeremy Robson
President
Roger Ruz
Vice President, Sales Supervision
Ryan Beasley
Member, Board of Directors
Rollin Biel
Second VP, Financial Reporting
Orlando Cruz
Member, Board of Directors
Kelly Halverson
Member, Board of Directors
Michele Wu
Board of Directors

Staff

797 employees
366 in advisory functions
426 state-registered reps
422 broker-dealer reps
348 insurance agents
4 soliciting firms

Reported holdings

Ameritas Advisory Services’ reported 13F holdings total $4.96B across 1,942 positions, and the ten largest make up 17.5% of it.

$4.96B
Reported 13F value: 1,942
Positions: 17.5%
In the 10 largest: +92.2%
Value vs. prior quarter

Ten largest positions, share of reported value

Apple Inc.2.5%
Janus Detroit Str TR · Hendrson Aaa CL2.3%
SPDR Series Trust · ST Str P500grw1.8%
iShares TR · Core S&P500 ETF1.8%
iShares TR · Rus 1000 Grw ETF1.8%
State Str SPDR S&P 500 ETF T · TR Unit1.5%
Wisdomtree TR · Itl Hdg Qtly Div1.5%
Columbia ETF TR I · Resh Enhnc Cor1.5%
Fidelity Covington Trust · Divid ETF Risi1.4%
Fidelity Merrimack Str TR · Total BD ETF1.4%

Together, the ten largest are 17.5% of reported value.

The 50 largest positions and quarterly changesQuarter ended 30 June 2026 · filed 14 August 2026

A 13F covers only exchange-traded long positions the firm holds with discretion, so this $4.96B is not its $13.75B in regulatory assets and does not represent any individual client's portfolio.

Fees

Ameritas Advisory Services is paid through a percentage of assets under management, hourly charges, fixed fees (other than subscription fees) and other.

Ameritas Advisory Services’ fee rates are not included in this profile. Find its brochure on the SEC’s site.

Offices and registrations

Besides its headquarters, Ameritas Advisory Services has 247 offices, with 29 listed addresses across 16 states.

Listed office addresses by state

Nebraska · 4 listed addresses

5900 O Street, LincolnHQ
440 Regency Pkwy Drive, Omaha
6355 S 56th ST, Lincoln
390 N Cotner BLVD, Lincoln

Registration details

Legal name: Ameritas Advisory Services, LLC
Headquarters: 5900 O Street, Lincoln, NE 68510
Phone: 800-335-9858
Website: www.ameritas.com/investments
SEC file: 801-55153
Structure: Nebraska LLC
Fiscal year end: December

This directory does not report disciplinary history, for any firm or individual, in either direction. The SEC publishes the complete record, including any disciplinary events, and it is the authoritative place to check one. See this firm's record on adviserinfo.sec.gov

Common questions

How many clients does Ameritas Advisory Services have?

Ameritas Advisory Services has 29,718 clients and manages $13.7 billion for them, as of October 2026. They include 28,459 other individuals, 904 high-net-worth individuals and 202 corporations and other businesses.

Source: Form ADV Part 1A, Items 5.D and 5.F, filed 1 October 2026

What services does Ameritas Advisory Services offer?

Ameritas Advisory Services provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, selecting other managers and educational seminars.

Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file

Which custodians does Ameritas Advisory Services use?

Ameritas Advisory Services’ separately managed account assets are held at National Financial Services LLC (Boston, MA), with $6,419,193,868 and Charles Schwab & Co., Inc. (Westlake, TX), with $3,133,512,999. Only custodians holding at least a tenth of those assets are named.

Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 1 October 2026

How many financial advisors does Ameritas Advisory Services have?

Ameritas Advisory Services has 426 investment adviser representatives registered with state securities authorities, out of 797 employees, and 366 perform investment advisory functions. 422 are registered representatives of a broker-dealer and 348 are 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 Ameritas Advisory Services invest in?

At the end of its last fiscal year, Ameritas Advisory Services’ separately managed accounts held 54% exchange-traded equities, 38% registered funds (mutual funds, ETFs, BDCs), 3% U.S. government and agency bonds, 3% cash and equivalents, 2% investment grade corporate bonds and 1% state and local bonds. It advises no private funds of its own.

Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file

Who owns Ameritas Advisory Services?

Ameritas Advisory Services is owned through a chain of holding companies by Ameritas Mutual Holding Company. Its direct owner is Ameritas Life Insurance Corp. (75% or more).

Source: Form ADV Part 1A, Schedules A and B, filed 1 October 2026

How does Ameritas Advisory Services get paid?

Ameritas Advisory Services is paid through a percentage of assets under management, hourly charges, fixed fees and other arrangements. 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