Niva WealthLet’s talk
Creative Planning logo

Creative Planning

SEC-registered adviser since 1983Overland Park, KSCRD 105348

$295.6B
AUM
100,298
Clients
0.25–1.20%
Fee
1,538
Advisory staff

From Form ADV filed 10 July 2026 · data retrieved 15 October 2026SEC record

Creative Planning is an investment adviser headquartered in Overland Park, Kansas, and registered with the SEC since 1983. Its clients include high-net-worth individuals, pension and profit-sharing plans, and other individuals. High-net-worth individuals account for 56% of its regulatory assets under management.

Its services include financial planning, portfolio management for individuals and small businesses, portfolio management for pooled vehicles, portfolio management for institutions, pension consulting, selecting other managers, and educational seminars. Fee arrangements include a percentage of assets under management, hourly charges and fixed fees. Cpi Holdco B, LLC owns 75% or more of Creative Planning.

Clients

Creative Planning serves 100,298 clients, 39,511 of them high-net-worth individuals. The average client has about $2.9 million with the firm, and high-net-worth clients hold 56% of its $295.6 billion in assets.

Regulatory assets by client type
  • Individuals47,540 clients7%
  • High-net-worth individuals39,511 clients56%
  • Pension and profit-sharing plans10,861 clients32%
  • Corporations and other businesses1,847 clients2%
  • OtherPooled investment vehicles, Charitable organizations, State or municipal government entities3%

What it does

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

Creative Planning provided financial planning to 32,550 clients last fiscal year and advises 5 private funds.

98.8% of assets ($291.93B across 317,512 accounts) are managed with discretion; $3.64B across 2,811 accounts are not. 1% of clients are outside the U.S., and 1,767 clients received advice without assets under management last fiscal year.

Show the full table
Individuals (other than HNW)47,540
Regulatory AUM
$19,523,044,995
Share
6.6%
Avg. per client
$411K
High-net-worth individuals39,511
Regulatory AUM
$164,439,796,326
Share
55.6%
Avg. per client
$4.16M
Pooled investment vehicles5
Regulatory AUM
$921,982,568
Share
0.3%
Avg. per client
$184.4M
Pension and profit-sharing plans10,861
Regulatory AUM
$96,021,955,261
Share
32.5%
Avg. per client
$8.84M
Charitable organizations335
Regulatory AUM
$4,142,065,963
Share
1.4%
Avg. per client
$12.4M
State or municipal government entities199
Regulatory AUM
$3,387,879,864
Share
1.1%
Avg. per client
$17.0M
Corporations and other businesses1,847
Regulatory AUM
$7,131,878,094
Share
2.4%
Avg. per client
$3.86M
Total100,298

What the accounts hold

Separately managed account assets by class, year end

The filed percentages total 102%. The values below are shown as filed.

Exchange-traded equity securities
11%
U.S. government/agency bonds
1%
U.S. state and local bonds
1%
Investment grade corporate bonds
1%
Securities issued by registered investment companies or business development companies
81%
Securities issued by pooled investment vehicles (other than registered investment companies)
3%
Cash and cash equivalents
3%
Other (Annuities)
1%

Custodians

Creative Planning’s client accounts are held mainly at Charles Schwab, with 52% of managed assets, and Ascensus Broker Dealer Services, with 25%. Creative Planning has custody of $11.10B for 24,856 clients.

Managed account assets by custodian
  • Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $152.48B52%
  • FidelityNational Financial Services LLC · Boston, MA · $63.94B22%
  • Ascensus Broker Dealer ServicesAscensus Broker Dealer Services, LLC · Newton, MA · $73.46B25%
  • All other custodians$5.69B2%

Ownership and leadership

Cpi Holdco B, LLC owns 75% or more of Creative Planning.

Who owns the firm
Creative Planning, LLC· the adviser

  • Cpi Holdco B, LLC

    Control person · since January 2020

    Owns 75% or more of Creative Planning, LLC

Leadership

  • Peter Mallouk
    President and CEO
  • Molly Rothove
    Vice President
  • David Kaye
    Chief Financial Officer
  • Lee Richardson
    Chief Risk and Chief Compliance Officer
  • James Battmer
    Chief Investment Officer
  • Jonathan Knapp
    Chief Operations Officer
  • Ramesh Poola
    Co-Chief Investment
  • Chatten Scruggs
    Chief Technology Officer

Staff

  • 1,650 employees
  • 1,538 in advisory functions
  • 1,079 state-registered reps
  • 81 insurance agents
  • 27 soliciting firms

Reported holdings

Creative Planning’s reported 13F holdings total $171.09B across 4,294 positions, and the ten largest make up 41.7% of it.

$171.09B
Reported 13F value
4,294
Positions
41.7%
In the 10 largest
+16.1%
Value vs. prior quarter
Ten largest positions, share of reported value
  1. iShares TR · Core S&P500 ETF10.8%
  2. Vanguard BD Index Fds · Total Bnd Mrkt5.6%
  3. Vanguard Tax-managed Fds · Van FTSE Dev Mkt4.9%
  4. SPDR Index Shs Fds · ST Str PO EX ETF4.3%
  5. SPDR Series Trust · ST Str P400mid4.0%
  6. iShares Inc. · Core MSCI Emkt3.8%
  7. Vanguard Index Fds · Large Cap ETF2.4%
  8. Apple Inc.2.1%
  9. Vanguard BD Index Fds · Short Trm Bond2.0%
  10. SPDR Series Trust · ST Str P500etf1.8%

Together, the ten largest are 41.7% of reported value.

The 50 largest positions and quarterly changesQuarter ended 30 June 2026 · filed 13 August 2026

A 13F covers only exchange-traded long positions the firm holds with discretion, so this $171.09B is not its $295.57B in regulatory assets and does not represent any individual client's portfolio.

Fees

Creative Planning charges 0.25% to 1.20% a year for investment advisory services.

Investment advisory services
Stated range
0.25% to 1.20% a year
How it is charged
Tiered percentage of assets under management; negotiable, billed in arrears.
Portfolio up to $500,000
Stated range
1.20% a year
How it is charged
One tier of the fee schedule
Portfolio from $500,000 to $2,000,000
Stated range
1.00% a year
How it is charged
One tier of the fee schedule
Portfolio from $2,000,000 to $5,000,000
Stated range
0.85% a year
How it is charged
One tier of the fee schedule
Portfolio from $5,000,000 to $10,000,000
Stated range
0.80% a year
How it is charged
One tier of the fee schedule
Portfolio from $10,000,000 to $25,000,000
Stated range
0.70% a year
How it is charged
One tier of the fee schedule
Portfolio from $25,000,000 to $50,000,000
Stated range
0.40% a year
How it is charged
One tier of the fee schedule
Portfolio from $50,000,000 to $100,000,000
Stated range
0.30% a year
How it is charged
One tier of the fee schedule
Portfolio above $100,000,000
Stated range
0.25% a year
How it is charged
One tier of the fee schedule

Offices and registrations

Besides its headquarters, Creative Planning has 150 offices, with 151 listed addresses across 41 states.

Listed office addresses by state

Kansas · 5 listed addresses

  • 5454 W. 110th Street, Overland ParkHQ
  • 2400 N Woodlawn, Wichita
  • 5440 W. 110th Street, Overland Park
  • 645 Massachusetts Street, Lawrence
  • 5400 W. 110th Street, Overland Park

Registration details

Legal name
Creative Planning, LLC
Headquarters
5454 W. 110th Street, Overland Park, KS 66211
Phone
866-909-5148
Website
creativeplanning.com
SEC file
801-18564
Structure
Missouri 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 Creative Planning have?

Creative Planning has 100,298 clients and manages $295.6 billion for them, as of July 2026. They include 47,540 other individuals, 39,511 high-net-worth individuals and 10,861 pension and profit-sharing plans.

Source: Form ADV Part 1A, Items 5.D and 5.F, filed 10 July 2026

What services does Creative Planning offer?

Creative Planning provides financial planning, portfolio management for individuals and small businesses, portfolio management for pooled vehicles, 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

How much does Creative Planning charge?

Creative Planning charges 0.25% to 1.20% a year for investment advisory services. Other rates: portfolio up to $500,000 (1.20% a year), portfolio from $500,000 to $2,000,000 (1.00% a year), portfolio from $2,000,000 to $5,000,000 (0.85% a year), portfolio from $5,000,000 to $10,000,000 (0.80% a year), portfolio from $10,000,000 to $25,000,000 (0.70% a year), portfolio from $25,000,000 to $50,000,000 (0.40% a year), portfolio from $50,000,000 to $100,000,000 (0.30% a year) and portfolio above $100,000,000 (0.25% a year).

Source: Part 2A brochure, Item 5

Which custodians does Creative Planning use?

Creative Planning’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $152,476,692,399, Ascensus Broker Dealer Services, LLC (Newton, MA), with $73,464,973,676 and National Financial Services LLC (Boston, MA), with $63,938,465,640. Only custodians holding at least a tenth of those assets are named.

Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 10 July 2026

How many financial advisors does Creative Planning have?

Creative Planning has 1,079 investment adviser representatives registered with state securities authorities, out of 1,650 employees, and 1,538 perform investment advisory functions. 0 are registered representatives of a broker-dealer and 81 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 Creative Planning invest in?

At the end of its last fiscal year, Creative Planning’s separately managed accounts held 81% registered funds (mutual funds, ETFs, BDCs), 11% exchange-traded equities, 3% pooled vehicles (private funds and similar), 3% cash and equivalents, 1% U.S. government and agency bonds, 1% state and local bonds, 1% investment grade corporate bonds and 1% annuities. It advises 5 private funds.

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

Does Creative Planning have a minimum investment?

Yes, Creative Planning’s minimum account size is $200,000.

Source: Part 2A brochure, Items 5 and 7

Who owns Creative Planning?

Creative Planning is owned through a chain of holding companies by TPG Inc., TPG IX Finco I, L.P. and TPG Partners IX, L.P. Its direct owner is Cpi Holdco B, LLC (75% or more).

Source: Form ADV Part 1A, Schedules A and B, filed 10 July 2026

How does Creative Planning get paid?

Creative 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

Sources

  1. Form ADV Part 1A, amendment filed 10 July 2026. Items 1, 5, 9, 11 and Schedules A, B and D.
  2. Form ADV Part 2A brochure, dated 31 March 2026. Items 4, 5, 7, 12 and 15.
  3. IAPD firm record, CRD 105348.
  4. Form 13F-HR, filed 13 August 2026 for the quarter ended 30 June 2026.

Retrieved 15 October 2026. All are published by the SEC and may have been amended since. The logo is reproduced for identification from Creative Planning, website.

Download source data (JSON)How this directory is compiledReport a correction

This profile is compiled from public regulatory filings and is provided for informational purposes only. Niva Wealth is not affiliated with Creative Planning, LLC and makes no representation about the quality of its services. Figures reflect the filing dates shown and may have changed. Ownership percentages are the bands reported to the SEC, not exact figures.