Baker Avenue Asset Management provides financial planning, portfolio management for individuals and small businesses, selecting other managers, publishing newsletters, and educational seminars. Financial planning was provided to 1,000 clients last fiscal year.
Baker Avenue Asset Management reports 1,024 clients. They include 716 high-net-worth individuals, 303 individual clients and 5 charitable organizations. Of its assets, 94.8% ($4.82B across 3,486 accounts) are managed with discretion; $267M across 204 accounts are not. It advised 1 client without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 30% | 6% |
| High-net-worth individuals | 70% | 88% |
| Charitable organizations | <1% | 6% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 303 | $322M | 6.3% | $1.06M |
| High-net-worth individuals | 716 | $4.46B | 87.7% | $6.23M |
| Charitable organizations | 5 | $302M | 5.9% | $60.4M |
| Total | 1,024 | $5.09B | 100% | $4.97M |
- Clients
- 303
- Regulatory AUM
- $322M
- AUM share
- 6.3%
- Avg. per client
- $1.06M
- Clients
- 716
- Regulatory AUM
- $4.46B
- AUM share
- 87.7%
- Avg. per client
- $6.23M
- Clients
- 5
- Regulatory AUM
- $302M
- AUM share
- 5.9%
- Avg. per client
- $60.4M
Total
- Clients
- 1,024
- Regulatory AUM
- $5.09B
- AUM share
- 100%
- Avg. per client
- $4.97M
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 1
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 1000
Baker Avenue Asset Management charges 0.70%–0.95% a year for its Asset Based Fee Schedule for Wealth Management Services. The fee is billed in advance, is negotiable and has a $9,500 annual minimum. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Wealth and Financial Planning and Consulting
- Stand-alone planning and consulting is negotiable, generally $2,000 to $10,000 fixed or $225 to $300 an hour.
Simon Baker owns 50% to 75% of Baker Avenue Asset Management. The leadership team of Baker Avenue Asset Management includes President Tom Ngo, Chief Investment Officer Doug Couden and Chief Operating Officer Gerald Luff. It has 57 employees, 29 of them in advisory roles.
Leadership
Tom NgoPresident & CEO / Partner
Gerald LuffChief Operating Officer / Partner- Gerald LuffChief Operating Officer
Michael MoranChief Compliance Officer
Simon BakerExecutive Chairman / Partner
Doug CoudenChief Investment Officer / Partner
King LipChief Strategist / Partner
Gerry OconnellPartner- Sharon SimpsonPartner
Scott StephensManaging Director / Partner
Tanya WelchPartner
Investment adviser representatives
35 representatives listed in the SEC register as of 9 October 2026.
- Jonathan Michael Bernstein
- Julia Bialek
- Daniel Joseph Cassell
- Ryan Bradley Davis
- Thomas Michael Dowd
- Michael D Dunn
- Geoffrey Dale Erwin
- Peter Nicholas Espiritu
- Brieanna Rain Ford
- Erik Matthew Gholtoghian
- Timothy Michael Gordon
- Dong-Hwan Hong
- Sonia Neves Khaki
- Hannah Gee Youn Kim
- Joseph Kristopher Krauszer
- Sanden Leavers
- Joseph Lesnick
- Nicholas Robert McInnis
- Matthew Thomas Todd Munro
- Elena Panco
- Sheila Mary Rabaut
- Glen Alan Rives
- Timothy Patrick Rizzuti
- Austin James Roesler
- Michael Allan Tideman
- Richard Jimmy Torres
- David White
Staff
- 57 employees
- 29 in advisory functions
- 29 state-registered reps
- 2 soliciting firms
- Owns 50% to 75% of Baker Avenue Asset Management, LP
Simon Baker
Control person · since October 2004
- Owns 5% to 10% of Baker Avenue Asset Management, LP
Gerald Luff
Control person · since May 2006
- Owns 5% to 10% of Baker Avenue Asset Management, LP
King Lip
Control person · since January 2010
- Owns 5% to 10% of Baker Avenue Asset Management, LP
Doug Couden
Control person · since February 2012
- Owns 5% to 10% of Baker Avenue Asset Management, LP
Sharon Simpson
since February 2018
- Owns 5% to 10% of Baker Avenue Asset Management, LP
Tom Ngo
Control person · since July 2019
Baker Avenue Asset Management’s regulatory assets grew 2.5× from $2.04B (April 2021) to $5.09B (September 2026); clients rose from 690 to 1,024 and employees from 26 to 57.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| September 2026 | $5.09B | 1,024 | 57 | 14 |
| July 2025 | $3.77B | 931 | 46 | 8 |
| June 2024 | $2.59B | 827 | 38 | 8 |
| July 2023 | $1.9B | 737 | 39 | 9 |
| July 2022 | $2.13B | 752 | 38 | 12 |
| April 2021 | $2.04B | 690 | 26 | 10 |
Besides its headquarters, Baker Avenue Asset Management has 13 offices, with 14 listed addresses across 8 states.
California · 3 listed addresses
- One Embarcadero Center, Ste 2530, San FranciscoHQ
- 12636 High Bluff DR, Del Mar
- 5000 Birch Street West Tower, Newport Beach
Texas · 3 listed addresses
- 550 Reserve Street, Southlake
- 9442 Capital of Texas Hwy N,, Austin
- 1980 Post Oak Boulevard, Houston
Florida · 2 listed addresses
- 780 5th Avenue S, Naples
- 3001 North Rocky Point E, Tampa
Illinois · 2 listed addresses
- 5 Concourse Parkway, Atlanta
- 200 South Wacker Drive Downtown, Chicago
Colorado · 1 listed address
- 7535 East Hampden Avenue, Denver
Connecticut · 1 listed address
- 1266 E Main Street, Stamford
New York · 1 listed address
- 66 Hudson BLVD E, New York
Virginia · 1 listed address
- 2300 Wilson Boulevard, Arlington
Other business names
Baker Avenue Asset Management has reported 1 other business name to the SEC.
- Bakeravenue Wealth Management
Contact and registration details
- Legal name
- Baker Avenue Asset Management, LP
- Headquarters
- One Embarcadero Center, Ste 2530, San Francisco, CA 94111
- Website
- bakerave.com
- Phone
- 415-986-1110
- @bakerave
- SEC file
- 801-63576
- Structure
- Delaware limited partnership
- Fiscal year end
- December
Baker Avenue Asset Management uses Fidelity ($3.68B, 74%) and Charles Schwab ($1.26B, 26%) as custodians for its separately managed accounts. Baker Avenue Asset Management has custody of $1.35B in client assets for 462 clients.
- FidelityFidelity Brokerage Services LLC · Smithfield, RI · $3.68B74%
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $1.26B26%
At year end, Baker Avenue Asset Management’s separately managed accounts were mostly in stocks (54%) and funds (40%). Its reported 13F holdings for the quarter ended 30 June 2026 total $5.28B across 818 positions; the largest are Apple Inc. (5.2%), Nvidia Corporation (4.9%) and Simpson Mfg Inc. (3.6%).
What the accounts hold
- Stocks54%
- Funds40%
- Registered funds39%
- Pooled vehicles1%
- Bonds2%
- State and local bonds1%
- Investment grade corporate bonds1%
- Cash3%
- Other1%
- Opportunity zones1%
Reported 13F holdings
- $5.28B
- Reported 13F value
- 818
- Positions
- 28.0%
- In the 10 largest
- +19.4%
- Value vs. prior quarter
- Apple Inc.5.2%
- Nvidia Corporation4.9%
- Simpson Mfg Inc.3.6%
- Microsoft Corp.2.7%
- Vanguard Index Fds · Small CP ETF2.3%
- iShares TR · Core S&P500 ETF2.0%
- Vanguard BD Index Fds · Total Bnd Mrkt1.9%
- iShares TR · Rus 1000 Grw ETF1.8%
- iShares TR · Core US Aggbd ET1.8%
- Vanguard Index Fds · Total Stk Mkt1.8%
Together, the ten largest are 28.0% of reported value.
How many clients does Baker Avenue Asset Management have?
Baker Avenue Asset Management has 1,024 clients and manages $5.09 billion for them, as of September 2026. They include 716 high-net-worth individuals, 303 individual clients and 5 charitable organizations.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 17 September 2026
What services does Baker Avenue Asset Management offer?
Baker Avenue Asset Management provides financial planning, portfolio management for individuals and small businesses, selecting other managers, publishing newsletters, and educational seminars.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Baker Avenue Asset Management charge?
Baker Avenue Asset Management charges 0.70%–0.95% a year for its Asset Based Fee Schedule for Wealth Management Services. The fee is billed in advance, is negotiable and has a $9,500 annual minimum.
Source: ADV PART 2, filed 30 March 2026
Which custodians does Baker Avenue Asset Management use?
Baker Avenue Asset Management’s separately managed account assets are held at Fidelity Brokerage Services LLC (Smithfield, RI), with $3.68B and Charles Schwab & Co., Inc. (San Francisco, CA), with $1.26B. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 17 September 2026
How many financial advisors does Baker Avenue Asset Management have?
Baker Avenue Asset Management has 29 investment adviser representatives registered with state securities authorities, out of 57 employees, and 29 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 Baker Avenue Asset Management invest in?
At the end of its last fiscal year, Baker Avenue Asset Management’s separately managed accounts held 54% exchange-traded equities, 39% registered funds (mutual funds, ETFs, BDCs), 3% cash and equivalents, 1% state and local bonds, 1% investment grade corporate bonds, 1% pooled vehicles (private funds and similar) and 1% other. The 1% other category is described as: Opportunity Zones.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Baker Avenue Asset Management?
Baker Avenue Asset Management’s direct owners are Simon Baker (50% to 75%), Gerald Luff (5% to 10%), King Lip (5% to 10%), Doug Couden (5% to 10%), Sharon Simpson (5% to 10%) and Tom Ngo (5% to 10%).
Source: Form ADV Part 1A, Schedules A and B, filed 17 September 2026
How does Baker Avenue Asset Management get paid?
Baker Avenue Asset Management 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
Is Baker Avenue Asset Management registered with the SEC?
Yes, Baker Avenue Asset Management has been registered with the SEC as an investment adviser since 18 October 2004. Its CRD number is 132657 and its SEC file number is 801-63576.
Source: Form ADV Part 1A, Item 1, filed 17 September 2026; IAPD firm record
How do I contact Baker Avenue Asset Management?
Baker Avenue Asset Management’s main office is at One Embarcadero Center, Ste 2530, San Francisco, CA 94111. Its phone number is 415-986-1110. Its website is bakerave.com.