Cruden Bay Investment Management provides portfolio management for individuals and small businesses, portfolio management for institutions, financial planning, and insurance.
Cruden Bay Investment Management reports 151 clients. They include 108 individual clients and 43 high-net-worth individuals. Of its assets, 92.0% ($610M across 608 accounts) are managed with discretion; $53.2M across 2 accounts are not. A wrap fee program the firm both sponsors and manages holds $610M.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 72% | 3% |
| High-net-worth individuals | 28% | 82% |
| Charitable organizations | Fewer than 5 | 15% |
Client shares use reported counts. Client types without a reported count are excluded from that total.
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 108 | $19.3M | 2.9% | $179K |
| High-net-worth individuals | 43 | $546M | 82.4% | $12.7M |
| Charitable organizations | Fewer than 5 | $97.5M | 14.7% | — |
| Total | 151 | $663M | 100% | — |
- Clients
- 108
- Regulatory AUM
- $19.3M
- AUM share
- 2.9%
- Avg. per client
- $179K
- Clients
- 43
- Regulatory AUM
- $546M
- AUM share
- 82.4%
- Avg. per client
- $12.7M
- Clients
- Fewer than 5
- Regulatory AUM
- $97.5M
- AUM share
- 14.7%
- Avg. per client
- —
Total
- Clients
- 151
- Regulatory AUM
- $663M
- AUM share
- 100%
- Avg. per client
- —
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
Cruden Bay Investment Management charges up to 2.00% a year for its Portfolio Management Services (Wrap Fee Program). The fee is billed in advance and is negotiable. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Financial Planning Services
- Stand-alone financial planning is a fixed fee of up to $15,000, depending on complexity and scope; it is included at no extra cost for portfolio management clients.
Port Errol Investments, GP owns 75% or more of Cruden Bay Investment Management. The leadership team of Cruden Bay Investment Management includes President Jonathan Herson. It has 4 employees.
Leadership
- Jonathan HersonPresident
Selwyn HersonChairman- Andrew LowensteinCCO/CFO
Investment adviser representatives
4 representatives listed in the SEC register as of 9 October 2026.
Staff
- 4 employees
- 4 in advisory functions
- 4 state-registered reps
- 3 insurance agents
- Owns 75% or more of Cruden Bay Investment Management, LLC
Port Errol Investments, GP
Control person · since August 2016
Windsor Park Management Co.
General partner · Control person · since August 2016
- Owns 75% or more of Windsor Park Management Co.
Selwyn Herson
Control person · since January 1986
Whins Investments, Inc.
Owner · Control person · since August 2016
- Owns 75% or more of Cruden Bay Investment Management, LLC
Jonathan Herson
Control person · since January 2016
- Owns 5% to 10% of Cruden Bay Investment Management, LLC
Global Consulting Services, Inc.
Control person · since August 2016
- Owns 75% or more of Global Consulting Services, Inc.
Andrew Lowenstein
Control person · since January 2015
Cruden Bay Investment Management’s regulatory assets grew from $472M (March 2021) to $663M (March 2026); clients rose from 139 to 151 and employees were 4 in both filings.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $663M | 151 | 4 | 2 |
| March 2025 | $468M | 145 | 4 | 2 |
| March 2024 | $461M | 120 | 4 | 2 |
| March 2023 | $441M | 86 | 4 | 2 |
| March 2022 | $515M | 111 | 4 | 2 |
| March 2021 | $472M | 139 | 4 | 3 |
Besides its headquarters, Cruden Bay Investment Management has 1 office (1 private residence, listed without an address), with 1 listed address in California.
California · 1 listed address
- 2945 Townsgate Road, Suite 200, Westlake VillageHQ
Contact and registration details
- Legal name
- Cruden Bay Investment Management, LLC
- Headquarters
- 2945 Townsgate Road, Suite 200, Westlake Village, CA 91361
- Website
- cbayinvestments.com
- Phone
- 805-719-2772
- SEC file
- 801-108314
- Founded
- 2016
- Structure
- California LLC
- Fiscal year end
- December
Cruden Bay Investment Management uses Charles Schwab ($170M, 65%) and LPL Financial ($92.4M, 35%) as custodians for its separately managed accounts. Cruden Bay Investment Management does not have custody of client assets.
- LPL FinancialLPL Financial LLC · Boston, MA · $92.4M35%
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $170M65%
At year end, Cruden Bay Investment Management’s separately managed accounts were mostly in funds (81%) and bonds (12%).
What the accounts hold
- Stocks6%
- Funds81%
- Registered funds67%
- Pooled vehicles14%
- Bonds12%
- Cash1%
How many clients does Cruden Bay Investment Management have?
Cruden Bay Investment Management has 151 clients and manages $663 million for them, as of March 2026. They include 108 individual clients and 43 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 23 March 2026
What services does Cruden Bay Investment Management offer?
Cruden Bay Investment Management provides portfolio management for individuals and small businesses, portfolio management for institutions, financial planning, and insurance.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file; Part 2A brochure, Item 4
How much does Cruden Bay Investment Management charge?
Cruden Bay Investment Management charges up to 2.00% a year for its Portfolio Management Services (Wrap Fee Program). The fee is billed in advance and is negotiable.
Source: FORM ADV APPENDIX 1 WRAP BROCHURE, filed 23 March 2026
Which custodians does Cruden Bay Investment Management use?
Cruden Bay Investment Management’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $170M and LPL Financial LLC (Boston, MA), with $92.4M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 23 March 2026
How many financial advisors does Cruden Bay Investment Management have?
Cruden Bay Investment Management has 4 investment adviser representatives registered with state securities authorities, out of 4 employees, and 4 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 3 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 Cruden Bay Investment Management invest in?
At the end of its last fiscal year, Cruden Bay Investment Management’s separately managed accounts held 67% registered funds (mutual funds, ETFs, BDCs), 14% pooled vehicles (private funds and similar), 12% state and local bonds, 6% exchange-traded equities and 1% 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 Cruden Bay Investment Management?
Cruden Bay Investment Management is owned through a chain of holding companies by Andrew Lowenstein and Selwyn Herson. Its direct owners are Port Errol Investments, GP (75% or more), Global Consulting Services, Inc. (5% to 10%) and Jonathan Herson (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 23 March 2026
How does Cruden Bay Investment Management get paid?
Cruden Bay Investment Management is paid through a percentage of assets under management. 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 Cruden Bay Investment Management registered with the SEC?
Yes, Cruden Bay Investment Management has been registered with the SEC as an investment adviser since 30 August 2016. Its CRD number is 284787 and its SEC file number is 801-108314.
Source: Form ADV Part 1A, Item 1, filed 23 March 2026; IAPD firm record
How do I contact Cruden Bay Investment Management?
Cruden Bay Investment Management’s main office is at 2945 Townsgate Road, Suite 200, Westlake Village, CA 91361. Its phone number is 805-719-2772. Its website is cbayinvestments.com.