Blue Square Asset Management provides financial planning, portfolio management for individuals and small businesses, portfolio management for pooled vehicles, portfolio management for institutions, estate planning, insurance, philanthropic planning, retirement plan services, and tax planning. Financial planning was provided to 51–100 clients last fiscal year. The firm advises 1 private fund.
Blue Square Asset Management reports 214 clients. They include 128 high-net-worth individuals, 56 individual clients, and 24 pension and profit-sharing plans. Of its assets, 75.9% ($311M across 494 accounts) are managed with discretion; $99M across 157 accounts are not.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 26% | 3% |
| High-net-worth individuals | 60% | 86% |
| Pooled investment vehicles | <1% | 5% |
| Pension and profit-sharing plans | 11% | 6% |
| Charitable organizations | 2% | <1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 56 | $13.5M | 3.3% | $240K |
| High-net-worth individuals | 128 | $352M | 85.8% | $2.75M |
| Pooled investment vehicles | 1 | $18.6M | 4.5% | $18.6M |
| Pension and profit-sharing plans | 24 | $25.7M | 6.3% | $1.07M |
| Charitable organizations | 5 | $391K | 0.1% | $78.1K |
| Total | 214 | $410M | 100% | $1.92M |
- Clients
- 56
- Regulatory AUM
- $13.5M
- AUM share
- 3.3%
- Avg. per client
- $240K
- Clients
- 128
- Regulatory AUM
- $352M
- AUM share
- 85.8%
- Avg. per client
- $2.75M
- Clients
- 1
- Regulatory AUM
- $18.6M
- AUM share
- 4.5%
- Avg. per client
- $18.6M
- Clients
- 24
- Regulatory AUM
- $25.7M
- AUM share
- 6.3%
- Avg. per client
- $1.07M
- Clients
- 5
- Regulatory AUM
- $391K
- AUM share
- 0.1%
- Avg. per client
- $78.1K
Total
- Clients
- 214
- Regulatory AUM
- $410M
- AUM share
- 100%
- Avg. per client
- $1.92M
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 1
- Financial planning clients last fiscal year
- 51–100
Blue Square Asset Management is paid through a percentage of assets under management, fixed fees (other than subscription fees) and performance-based fees. The reviewed brochures do not disclose an asset-based fee rate. Read the SEC-filed brochure. The brochure also prices 2 other services, listed under fee details.
Fee details and sources
Other fees
- Financial Advisory
- Fixed fees for financial advisory services are negotiable and range from $5,000 to $25,000.
- Financial Planning and Consulting
- Fixed fees for financial planning and consulting are negotiable and range from $2,500 to $50,000.
Jay Bluestine owns 75% or more of Blue Square Asset Management. The leadership team of Blue Square Asset Management includes Chief Compliance Officer Allison Jaffe. It has 9 employees, 6 of them in advisory roles.
Leadership
Allison JaffeChief Compliance Officer- Jay BluestineManaging Member, Founder & CEO
- Andrew CeislerPrincipal, Director Asset Management
Investment adviser representatives
7 representatives listed in the SEC register as of 9 October 2026.
Staff
- 9 employees
- 6 in advisory functions
- 6 state-registered reps
- 1 insurance agent
- 2 soliciting firms
- Owns 75% or more of Blue Square Asset Management, LLC
Jay Bluestine
Control person · since November 2017
- Owns 10% to 25% of Blue Square Asset Management, LLC
Andrew Ceisler
Control person · since November 2017
Blue Square Asset Management’s regulatory assets grew 1.6× from $252M (July 2021) to $410M (July 2026); clients rose from 134 to 214 and employees were 9 in both filings.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| July 2026 | $410M | 214 | 9 | 1 |
| March 2025 | $358M | 204 | 6 | 1 |
| May 2024 | $275M | 180 | 6 | 2 |
| May 2023 | $238M | 175 | 6 | 3 |
| July 2022 | $251M | 160 | 7 | 3 |
| July 2021 | $252M | 134 | 9 | 1 |
Besides its headquarters, Blue Square Asset Management has 0 offices, with 1 listed address in New York.
New York · 1 listed address
- 17 State Street, 40th Floor, New YorkHQ
Other business names
Blue Square Asset Management has reported 2 other business names to the SEC.
- Blue Square Digital
- Blue Square Wealth
Contact and registration details
- Legal name
- Blue Square Asset Management, LLC
- Headquarters
- 17 State Street, 40th Floor, New York, NY 10004
- Website
- bluesquarewealth.com
- Phone
- 646-928-8000
- @bluesquarewealth
- SEC file
- 801-113999
- Structure
- New York LLC
- Fiscal year end
- December
Blue Square Asset Management uses Charles Schwab ($330M) as custodian for its separately managed accounts. Blue Square Asset Management has custody of $65.9M in client assets for 63 clients.
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $330M100%
At year end, Blue Square Asset Management’s separately managed accounts were mostly in stocks (52%) and funds (29%). Its reported 13F holdings for the quarter ended 30 June 2026 total $247M across 74 positions; the largest are Vanguard S&P 500 ETF (8.6%), iShares Core S&P Small Cap ETF (7.4%) and Invesco Qqq Trust Series I (5.8%).
What the accounts hold
- Stocks52%
- Funds29%
- Registered funds25%
- Pooled vehicles4%
- Bonds2%
- State and local bonds1%
- Investment grade corporate bonds1%
- Cash8%
- Other9%
- Digital assets9%
Reported 13F holdings
- $247M
- Reported 13F value
- 74
- Positions
- 52.2%
- In the 10 largest
- +17.2%
- Value vs. prior quarter
- Vanguard S&P 500 ETF · Exchange Traded Fund8.6%
- iShares Core S&P Small Cap ETF · Exchange Traded Fund7.4%
- Invesco Qqq Trust Series I · Exchange Traded Fund5.8%
- Access Treasury 0-1 Year ETF · Exchange Traded Fund4.8%
- Schwab U.S. Mid-cap ETF · Exchange Traded Fund4.7%
- Nvidia Corporation4.5%
- Taiwan Semiconductor Manufact Sponsored ADS · American Depository Receipt4.5%
- Alphabet Inc. Cap Stk CL A4.1%
- Schwab International Equity ETF · Exchange Traded Fund3.9%
- ASML Hldg NV N Y Registry Shs · American Depository Receipt3.8%
Together, the ten largest are 52.2% of reported value.
How many clients does Blue Square Asset Management have?
Blue Square Asset Management has 214 clients and manages $410 million for them, as of July 2026. They include 128 high-net-worth individuals, 56 individual clients, and 24 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 1 July 2026
What services does Blue Square Asset Management offer?
Blue Square Asset Management provides financial planning, portfolio management for individuals and small businesses, portfolio management for pooled vehicles, portfolio management for institutions, estate planning, insurance, philanthropic planning, retirement plan services, and tax planning.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file; Part 2A brochure, Item 4
Which custodians does Blue Square Asset Management use?
Blue Square Asset Management’s separately managed account assets are held at Charles Schwab & Co., Inc. (Westlake, TX), with $330M. 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 July 2026
How many financial advisors does Blue Square Asset Management have?
Blue Square Asset Management has 6 investment adviser representatives registered with state securities authorities, out of 9 employees, and 6 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 1 employee is a licensed insurance agent.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Blue Square Asset Management invest in?
At the end of its last fiscal year, Blue Square Asset Management’s separately managed accounts held 52% exchange-traded equities, 25% registered funds (mutual funds, ETFs, BDCs), 9% other, 8% cash and equivalents, 4% pooled vehicles (private funds and similar), 1% state and local bonds and 1% investment grade corporate bonds. The 9% other category is described as: Digital Assets. It advises 1 private fund.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Blue Square Asset Management?
Blue Square Asset Management’s direct owners are Jay Bluestine (75% or more) and Andrew Ceisler (10% to 25%).
Source: Form ADV Part 1A, Schedules A and B, filed 1 July 2026
How does Blue Square Asset Management get paid?
Blue Square Asset Management is paid through a percentage of assets under management, fixed fees and performance-based fees. Its Form ADV lists no commissions 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 Blue Square Asset Management?
Blue Square Asset Management’s main office is at 17 State Street, 40th Floor, New York, NY 10004. Its phone number is 646-928-8000. Its website is bluesquarewealth.com.