Diversify Wealth Management provides financial planning, portfolio management for individuals and small businesses, business succession planning, family office services, insurance, and retirement plan services. Financial planning was provided to 11–25 clients last fiscal year.
Diversify Wealth Management reports 4,857 clients. They include 3,888 individual clients, 831 high-net-worth individuals, and 114 pension and profit-sharing plans. Of its assets, 93.0% ($3.82B across 15,364 accounts) are managed with discretion; $286M across 2,539 accounts are not.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 80% | 43% |
| High-net-worth individuals | 17% | 52% |
| Pension and profit-sharing plans | 2% | 5% |
| 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) | 3,888 | $1.77B | 43.0% | $454K |
| High-net-worth individuals | 831 | $2.12B | 51.7% | $2.56M |
| Pension and profit-sharing plans | 114 | $215M | 5.2% | $1.88M |
| Corporations and other businesses | 24 | $4.62M | 0.1% | $193K |
| Total | 4,857 | $4.11B | 100% | $846K |
- Clients
- 3,888
- Regulatory AUM
- $1.77B
- AUM share
- 43.0%
- Avg. per client
- $454K
- Clients
- 831
- Regulatory AUM
- $2.12B
- AUM share
- 51.7%
- Avg. per client
- $2.56M
- Clients
- 114
- Regulatory AUM
- $215M
- AUM share
- 5.2%
- Avg. per client
- $1.88M
- Clients
- 24
- Regulatory AUM
- $4.62M
- AUM share
- 0.1%
- Avg. per client
- $193K
Total
- Clients
- 4,857
- Regulatory AUM
- $4.11B
- AUM share
- 100%
- Avg. per client
- $846K
- 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
- 11–25
Diversify Wealth Management is paid through a percentage of assets under management, hourly charges and fixed fees (other than subscription fees). The reviewed brochures do not disclose an asset-based fee rate. Read the SEC-filed brochure. The brochure also prices 4 other services, listed under fee details.
Fee details and sources
Other fees
- Family Office Services
- Family office services are a negotiated flat fee paid quarterly in advance, with no minimum fee.
- Financial Planning and Consulting
- Financial planning and consulting are billed hourly at a maximum of $400 per hour, or as fixed project or annual fees negotiated with the IAR.
- Non-Managed Courtesy Accounts
- Non-managed courtesy accounts may be charged a negotiated service fee, billed quarterly in advance on assets or a flat annual amount.
- Wealth Accumulator Strategy
- Fees for the Wealth Accumulator Strategy (American Funds Direct) are negotiated, not to exceed 1.00%, and debited quarterly in arrears.
Falcon Park Capital, LC owns 75% or more of Diversify Wealth Management. Ryan Smith is CEO; the leadership team includes Chief Operating Officer John Anderson, Chief Financial Officer Bryant Armstrong and Chief Compliance Officer Jason Anderson. It has 95 employees, 70 of them in advisory roles.
Staff
- 95 employees
- 70 in advisory functions
- 33 state-registered reps
- 35 broker-dealer reps
- 28 insurance agents
- Owns 75% or more of Diversify Wealth Management, LLC
Falcon Park Capital, LC
Control person · since January 2024
Diversify Wealth Management’s regulatory assets grew 9.0× from $458M (July 2024) to $4.11B (September 2026); clients rose from 1,311 to 4,857 and employees from 46 to 95. In 2025, 3 advisory firms and teams joined it. The most recent was Harding Financial and Insurance, in November 2025.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Sep 2026September 2026 | $4.11B | 4,857 | 95 | 7 |
| Jul 2025July 2025 | $2.53B | 4,997 | 48 | 6 |
| Jul 2024July 2024 | $458M | 1,311 | 46 | 6 |
Firms that joined
20253 joined
- Harding Financial and InsuranceTeamNo filed AUM
- Boston Wealth Advisory Group (Marcus Papajohn and Kevin O'Sullivan, from Commonwealth)TeamNo filed AUM
- Inventa Wealth AdvisorsTeamNo filed AUM
Firms whose SEC withdrawal reports a sale to this firm, and deals reported in the press. Teams that moved without selling a registered firm may not appear.
Besides its headquarters, Diversify Wealth Management has 6 offices, with 7 listed addresses across 5 states.
Utah · 3 listed addresses
- 10876 S River Front Pkwy, Suite 600, South JordanHQ
- 980 E 800 N, Orem
- 462 E. 800 N., Orem
Arizona · 1 listed address
- 1440 E Missouri Ave, Phoneix
California · 1 listed address
- 201 Concourse BLVD, Santa Rosa
Colorado · 1 listed address
- 2470 Patterson, Grand Junction
Delaware · 1 listed address
- 33718 Wescoats Road, Lewes
Other business names
Diversify Wealth Management has reported 4 other business names to the SEC.
- Caliber Wealth Management, LLC
- Firstpurpose Wealth LLC
- Key Advisors Wealth Management
- Perspective Financial Services
Contact and registration details
- Legal name
- Diversify Wealth Management, LLC
- Headquarters
- 10876 S River Front Pkwy, Suite 600, South Jordan, UT 84095
- Website
- diversify.com
- Phone
- 801-838-9999
- SEC file
- 801-129521
- Founded
- 2024
- Structure
- Utah LLC
- Fiscal year end
- December
Diversify Wealth Management’s named custodians for separately managed accounts are Charles Schwab ($1.5B, 57%), Fidelity ($1.12B, 43%) and RBC Capital Markets ($580K, 0%). Diversify Wealth Management has custody of $485M for 1,049 clients.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $1.5B57%
- FidelityFidelity Brokerage Services LLC · Boston, MA · $1.12B43%
- RBC Capital MarketsRBC Capital Markets, LLC · San Francisco, CA · $580K0%
At year end, Diversify Wealth Management’s separately managed accounts were largely in stocks (42%) and funds (38%). 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
- Stocks42%
- Exchange-traded equities41%
- Non-exchange-traded equities1%
- Funds38%
- Bonds15%
- Investment grade corporate bonds7%
- State and local bonds5%
- U.S. government and agency bonds3%
- Cash6%
How many clients does Diversify Wealth Management have?
Diversify Wealth Management has 4,857 clients and manages $4.11 billion for them, as of September 2026. They include 3,888 individual clients, 831 high-net-worth individuals, and 114 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 18 September 2026
What services does Diversify Wealth Management offer?
Diversify Wealth Management provides financial planning, portfolio management for individuals and small businesses, business succession planning, family office services, insurance, and retirement plan services.
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 Diversify Wealth Management use?
Diversify Wealth Management’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $1.5B, Fidelity Brokerage Services LLC (Boston, MA), with $1.12B and RBC Capital Markets, LLC (San Francisco, CA), with $580K. 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 Wealth Management have?
Diversify Wealth Management has 33 investment adviser representatives registered with state securities authorities, out of 95 employees, and 70 perform investment advisory functions. 35 employees are registered representatives of a broker-dealer and 28 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 Wealth Management invest in?
At the end of its last fiscal year, Diversify Wealth Management’s separately managed accounts held 41% exchange-traded equities, 38% registered funds (mutual funds, ETFs, BDCs), 7% investment grade corporate bonds, 6% cash and equivalents, 5% state and local bonds, 3% U.S. government and agency bonds and 1% non-exchange-traded equities.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Diversify Wealth Management?
Diversify Wealth Management’s direct owner is Falcon Park Capital, LC (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 18 September 2026
How does Diversify Wealth Management get paid?
Diversify Wealth Management 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 Wealth Management?
Diversify Wealth Management’s main office is at 10876 S River Front Pkwy, Suite 600, South Jordan, UT 84095. Its phone number is 801-838-9999. Its website is diversify.com.