Core Planning provides financial planning and portfolio management for individuals and small businesses. Financial planning was provided to 51–100 clients last fiscal year.
Core Planning reports 867 clients. They include 745 individual clients and 122 high-net-worth individuals. Of its assets, 95.3% ($500M across 674 accounts) are managed with discretion; $24.6M across 331 accounts are not.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 86% | 47% |
| High-net-worth individuals | 14% | 53% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 745 | $245M | 46.7% | $329K |
| High-net-worth individuals | 122 | $280M | 53.3% | $2.29M |
| Total | 867 | $525M | 100% | $606K |
- Clients
- 745
- Regulatory AUM
- $245M
- AUM share
- 46.7%
- Avg. per client
- $329K
- Clients
- 122
- Regulatory AUM
- $280M
- AUM share
- 53.3%
- Avg. per client
- $2.29M
Total
- Clients
- 867
- Regulatory AUM
- $525M
- AUM share
- 100%
- Avg. per client
- $606K
- 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
- 51–100
Core Planning charges up to 1.25% a year for its Asset Management. The fee is billed in arrears and is negotiable. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Financial Planning and Consulting
- Ongoing planning fee paid upfront, not to exceed $1,200 or more than six months in advance; hourly project planning billed at a maximum of $400 an hour, negotiable.
Guy Penn owns 75% or more of Core Planning. It has 65 employees, 61 of them in advisory roles.
Staff
- 65 employees
- 61 in advisory functions
- 61 state-registered reps
- 2 insurance agents
- Owns 75% or more of Core Planning, LLC
Guy Penn
Control person · since July 2010
Core Planning’s regulatory assets grew 4.3× from $121M (June 2025) to $525M (September 2026); clients rose from 359 to 867 and employees from 32 to 65.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Sep 2026September 2026 | $525M | 867 | 65 | 1 |
| Jun 2025June 2025 | $121M | 359 | 32 | 1 |
Besides its headquarters, Core Planning has 0 offices, with 1 listed address in 1 state.
Missouri · 1 listed address
- 706 N Main St, OfallonHQ
Other business names
Core Planning has reported 30 other business names to the SEC.
- Ad Astra
- American Wealth Planner
- Anchorline Financial
- Arden Financial
- Awx Financial
- CPJ Financial
- Core
- Corealign
- Desert Crest Financial
- Fedak Financial Planning
- Flames Financial Planning
- Goldrise Wealth Advisors
Show all 30 names
- H3FP
- Howard Legacy Wealth Management
- Infinity Financial Services
- Kite and Compass Financial
- Money for Makers
- Neary Financial Planning
- Novak Financial Partners
- Pathfinder Planning and Investments
- Peterson Wealth Advisory
- Pink Thread
- Ren Investments
- Sage Wealth Group
- Savor Financial
- Seam Fi
- Summit Ridge Wealth
- Uzume
- Wellful Money
- Worthwhile Retirement
Contact and registration details
- Legal name
- Core Planning, LLC
- Headquarters
- 706 N Main St, Ofallon, MO 63366
- Website
- corepln.com
- Phone
- 636-734-7507
- SEC file
- 801-131950
- Structure
- Missouri LLC
- Fiscal year end
- December
Core Planning’s named custodians for separately managed accounts are Charles Schwab ($17.7M, 57%) and Altruist ($13.4M, 43%). Core Planning does not have custody of client assets.
- AltruistAltruist Financial LLC · Culver City, CA · $13.4M43%
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $17.7M57%
At year end, Core Planning’s separately managed accounts were mostly in stocks (95%).
What the accounts hold
- Stocks95%
- Cash5%
How many clients does Core Planning have?
Core Planning has 867 clients and manages $525 million for them, as of September 2026. They include 745 individual clients and 122 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 15 September 2026
What services does Core Planning offer?
Core Planning provides financial planning and portfolio management for individuals and small businesses.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Core Planning charge?
Core Planning charges up to 1.25% a year for its Asset Management. The fee is billed in arrears and is negotiable.
Which custodians does Core Planning use?
Core Planning’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $17.7M and Altruist Financial LLC (Culver City, CA), with $13.4M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 15 September 2026
How many financial advisors does Core Planning have?
Core Planning has 61 investment adviser representatives registered with state securities authorities, out of 65 employees, and 61 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 2 employees 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 Core Planning invest in?
At the end of its last fiscal year, Core Planning’s separately managed accounts held 95% exchange-traded equities and 5% 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 Core Planning?
Core Planning’s direct owner is Guy Penn (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 15 September 2026
How does Core Planning get paid?
Core Planning is paid through a percentage of assets under management, hourly charges 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 Core Planning?
Core Planning’s main office is at 706 N Main St, Ofallon, MO 63366. Its phone number is 636-734-7507. Its website is corepln.com.