Diversify Advisory Services provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, and selecting other managers. Financial planning was provided to 101–250 clients last fiscal year.
Diversify Advisory Services reports 5,322 clients. They include 4,398 individual clients, 802 high-net-worth individuals, and 106 pension and profit-sharing plans. Of its assets, 86.4% ($4.02B across 7,790 accounts) are managed with discretion; $633M across 5,161 accounts are not. A wrap fee program the firm both sponsors and manages holds $113M. It advised 40 clients without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 83% | 50% |
| High-net-worth individuals | 15% | 44% |
| Pension and profit-sharing plans | 2% | 6% |
| Corporations and other businesses | <1% | <1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 4,398 | $2.33B | 50.0% | $529K |
| High-net-worth individuals | 802 | $2.03B | 43.7% | $2.53M |
| Pension and profit-sharing plans | 106 | $279M | 6.0% | $2.63M |
| Corporations and other businesses | 16 | $14.7M | 0.3% | $920K |
| Total | 5,322 | $4.65B | 100% | $874K |
- Clients
- 4,398
- Regulatory AUM
- $2.33B
- AUM share
- 50.0%
- Avg. per client
- $529K
- Clients
- 802
- Regulatory AUM
- $2.03B
- AUM share
- 43.7%
- Avg. per client
- $2.53M
- Clients
- 106
- Regulatory AUM
- $279M
- AUM share
- 6.0%
- Avg. per client
- $2.63M
- Clients
- 16
- Regulatory AUM
- $14.7M
- AUM share
- 0.3%
- Avg. per client
- $920K
Total
- Clients
- 5,322
- Regulatory AUM
- $4.65B
- AUM share
- 100%
- Avg. per client
- $874K
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 40
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 101–250
Diversify Advisory Services is paid through a percentage of assets under management, hourly charges and fixed fees (other than subscription fees); its fees and minimums are set out in its brochures on the SEC website.
Falcon Park Capital, LLC owns 75% or more of Diversify Advisory Services. The leadership team of Diversify Advisory Services includes President Ryan Smith and Chief Investment Officer David Wrigley. It has 206 employees, 110 of them in advisory roles.
Staff
- 206 employees
- 110 in advisory functions
- 54 state-registered reps
- 72 broker-dealer reps
- 90 insurance agents
- Owns 75% or more of Diversify Advisory Services, LLC
Falcon Park Capital, LLC
Control person · since July 2019
- Owns 10% to 25% of Diversify Advisory Services, LLC
Ryan Smith
Control person · since January 2013
Diversify Advisory Services’ regulatory assets grew 1.6× from $2.87B (July 2024) to $4.65B (September 2026); clients fell from 13,027 to 5,322 and employees rose from 156 to 206.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Sep 2026September 2026 | $4.65B | 5,322 | 206 | 28 |
| Jul 2025July 2025 | $3.21B | 3,698 | 171 | 28 |
| Jul 2024July 2024 | $2.87B | 13,027 | 156 | 28 |
Besides its headquarters, Diversify Advisory Services has 27 offices (5 private residences, listed without an address), with 31 listed addresses across 14 states.
California · 9 listed addresses
- 5000 Birch Street West Tower, Newport Beach
- 1 Park Plaza, Irvine
- 1764 the Alameda, San Jose
- 28202 Cabot RD, Laguna Niguel
- 50 Santa Rosa Ave, Santa Rosa
- 5531 Cancha De Golf, Rancho Santa Fe
- 2560 W Olympic BLVD, Los Angeles
- 1230 Rosecrans Ave., Manhattan Beach
- 571 N Poplar, Orange
Utah · 5 listed addresses
- 10876 S River Front Pkwy, Suite 600, South JordanHQ
- 9017 S Riverside DR, Sandy
- 5959 S Redwood Road, Salt Lake City
- 504 W 800 N, Orem
- 88 W Center St, Logan
Colorado · 2 listed addresses
- 1485 Florida RD., Durango
- 1230 W Ash St, Windsor
Delaware · 2 listed addresses
- 33718 Wescoats RD, Lewes
- 31 Saulsbury RD, Dover
Hawaii · 2 listed addresses
- 17 Furneaux LN., Hilo
- 1001 Bishop Street, Honolulu
Massachusetts · 2 listed addresses
- 60 Mall Road, Burlington
- 100 Ledgewood Place, Rockland
Texas · 2 listed addresses
- 310 West Main Ave, Round Rock
- 17110 Dallas Parkway, Dallas
Alabama · 1 listed address
- 1902 Flint RD Se, Decatur
Arizona · 1 listed address
- 3939 W Main Street, Thatcher
Idaho · 1 listed address
- 201 E Center St, Pocatello
Oregon · 1 listed address
- 210 Superior Court, Medford
Pennsylvania · 1 listed address
- 528 Maple St, Bethlehem
South Carolina · 1 listed address
- 330 Pelham Road, Greenville
Washington · 1 listed address
- 8631 Ne 141st St, Kirkland
Other business names
Diversify Advisory Services has reported 36 other business names to the SEC.
- Ashland Pacific
- Boston Wealth Advisor Group
- Bridge Equities
- Butler Financial Advisors
- Capata Financial
- Cipolla Financial Advisors
- City Center Wealth Advisors
- Dark Horse Private Wealth
- Evergreen Advisor Group
- Financial Resources Inc.
- First Financial Center of Dallas
- Glide Financial Group
Show all 36 names
- Global Wealth Partners, Inc.
- Grady Capital Group
- Griffin Wealth Partners
- Grove Wealth Advisors
- Harding Financial & Insurance
- Icona Wealth
- Inpac Wealth
- Inventa Wealth Advisors
- KLK Capital Management, LLC
- Live Oak Investment Partners
- Longhorn Financial
- March Forward
- Minsky Financial Group, LLC
- Nucleus Financial Group
- Parkview Wealth Advisors
- Platinum Wealth Group
- Providence Wealth Advisors
- Resilient Wealth Management
- River Financial Group
- Rocky Mountain Wealth Advisors
- Spark Financial Service
- THS Private Family Office
- Westerman Financial
- Westridge Wealth Strategies
Contact and registration details
- Legal name
- Diversify Advisory Services, LLC
- Headquarters
- 10876 S River Front Pkwy, Suite 600, South Jordan, UT 84095
- Website
- diversify.com
- Phone
- 801-890-7577
- @diversify-inc
- SEC file
- 801-128675
- Structure
- Utah LLC
- Fiscal year end
- December
Diversify Advisory Services’ named custodians for separately managed accounts are Charles Schwab ($1.19B, 52%), Fidelity ($1.1B, 48%) and RBC Capital Markets ($10.1M, 0%). Diversify Advisory Services has custody of $607M for 631 clients.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $1.19B52%
- FidelityFidelity Brokerage Services LLC · Boston, MA · $1.1B48%
- RBC Capital MarketsRBC Capital Markets, LLC · New York, NY · $10.1M0%
At year end, Diversify Advisory Services’ separately managed accounts were largely in stocks (40%) and funds (40%). Its reported 13F holdings for the quarter ended 30 June 2026 total $5.98B across 1,286 positions; the largest are Nvidia Corporation (4.0%), State Str SPDR S&P 500 ETF T (3.5%) and SPDR Series Trust (3.4%).
What the accounts hold
- Stocks40%
- Exchange-traded equities39%
- Non-exchange-traded equities1%
- Funds40%
- Registered funds39%
- Pooled vehicles1%
- Bonds7%
- Investment grade corporate bonds3%
- U.S. government and agency bonds2%
- State and local bonds1%
- High-yield corporate bonds1%
- Cash12%
Filed values cover 99%. The neutral 1% gap has no reported category.
How many clients does Diversify Advisory Services have?
Diversify Advisory Services has 5,322 clients and manages $4.65 billion for them, as of September 2026. They include 4,398 individual clients, 802 high-net-worth individuals, and 106 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 18 September 2026
What services does Diversify Advisory Services offer?
Diversify Advisory Services provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, and selecting other managers.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
Which custodians does Diversify Advisory Services use?
Diversify Advisory Services’ separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $1.19B, Fidelity Brokerage Services LLC (Boston, MA), with $1.1B and RBC Capital Markets, LLC (New York, NY), with $10.1M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 18 September 2026
How many financial advisors does Diversify Advisory Services have?
Diversify Advisory Services has 54 investment adviser representatives registered with state securities authorities, out of 206 employees, and 110 perform investment advisory functions. 72 employees are registered representatives of a broker-dealer and 90 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 Diversify Advisory Services invest in?
At the end of its last fiscal year, Diversify Advisory Services’ separately managed accounts held 39% exchange-traded equities, 39% registered funds (mutual funds, ETFs, BDCs), 12% cash and equivalents, 3% investment grade corporate bonds, 2% U.S. government and agency bonds, 1% non-exchange-traded equities, 1% state and local bonds, 1% high-yield corporate bonds and 1% pooled vehicles (private funds and similar).
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Diversify Advisory Services?
Diversify Advisory Services’ direct owners are Falcon Park Capital, LLC (75% or more) and Ryan Smith (10% to 25%).
Source: Form ADV Part 1A, Schedules A and B, filed 18 September 2026
How does Diversify Advisory Services get paid?
Diversify Advisory Services 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 Diversify Advisory Services?
Diversify Advisory Services’ main office is at 10876 S River Front Pkwy, Suite 600, South Jordan, UT 84095. Its phone number is 801-890-7577. Its website is diversify.com.