GEN Financial Management provides financial planning, portfolio management for individuals and small businesses, pension consulting, selecting other managers, publishing newsletters, and estate planning.
GEN Financial Management reports 246 clients. They include 133 individual clients and 113 high-net-worth individuals. Of its assets, 95.5% ($317M across 1,152 accounts) are managed with discretion; $14.8M across 18 accounts are not.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 54% | 17% |
| High-net-worth individuals | 46% | 82% |
| Charitable organizations | Fewer than 5 | <1% |
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) | 133 | $55.1M | 16.6% | $414K |
| High-net-worth individuals | 113 | $273M | 82.4% | $2.42M |
| Charitable organizations | Fewer than 5 | $3.29M | 1.0% | — |
| Total | 246 | $332M | 100% | — |
- Clients
- 133
- Regulatory AUM
- $55.1M
- AUM share
- 16.6%
- Avg. per client
- $414K
- Clients
- 113
- Regulatory AUM
- $273M
- AUM share
- 82.4%
- Avg. per client
- $2.42M
- Clients
- Fewer than 5
- Regulatory AUM
- $3.29M
- AUM share
- 1.0%
- Avg. per client
- —
Total
- Clients
- 246
- Regulatory AUM
- $332M
- 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
- Financial planning clients last fiscal year
- 0
GEN Financial Management charges 0.30%–1.30% a year for its Graduated billing schedule. The fee is billed in advance. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Written financial plan
- Fixed fee for a written financial plan, from $1,500 to $15,000 depending on the complexity of the client's situation.
Eric Moleski owns 50% to 75% of GEN Financial Management. The leadership team of GEN Financial Management includes President Eric Moleski. It has 3 employees.
Leadership
- Eric MoleskiPresident/Chief Compliance Officer
- Joshua MoklestadOwner
- Bryan VancuraPrincipal/Financial Advisor
Investment adviser representatives
4 representatives listed in the SEC register as of 9 October 2026.
- Joshua Mark Moklestad
- Eric Craig Moleski
- Noah Steven Semmann
- Bryan Lynn Vancura
Staff
- 3 employees
- 3 in advisory functions
- 3 state-registered reps
- Owns 50% to 75% of Gen Financial Management Inc.
Eric Moleski
Control person · since February 1998
- Owns 10% to 25% of Gen Financial Management Inc.
Bryan Vancura
Control person · since May 2019
- Owns 10% to 25% of Gen Financial Management Inc.
Joshua Moklestad
Control person · since January 2026
GEN Financial Management’s regulatory assets fell from $397M (March 2021) to $332M (February 2026); clients fell from 463 to 246 and employees from 5 to 3.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| February 2026 | $332M | 246 | 3 | 1 |
| July 2025 | $497M | 453 | 3 | 1 |
| April 2024 | $431M | 451 | 5 | 1 |
| March 2023 | $409M | 464 | 4 | 1 |
| March 2022 | $457M | 447 | 4 | 1 |
| March 2021 | $397M | 463 | 5 | 1 |
Besides its headquarters, GEN Financial Management has 0 offices, with 1 listed address in Minnesota.
Minnesota · 1 listed address
- 10810 Old County Road 15, Suite 200, PlymouthHQ
Contact and registration details
- Legal name
- Gen Financial Management Inc.
- Headquarters
- 10810 Old County Road 15, Suite 200, Plymouth, MN 55441
- Website
- genfinancial.com
- Phone
- 952-513-1466
- @gen-financial-management
- SEC file
- 801-57823
- Founded
- 1998
- Structure
- Minnesota corporation
- Fiscal year end
- December
GEN Financial Management uses Charles Schwab ($211M, 73%) and Fidelity ($79.8M, 27%) as custodians for its separately managed accounts. GEN Financial Management has custody of $104M in client assets for 493 clients.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $211M73%
- FidelityFidelity Distributors Company LLC · Boston, MA · $79.8M27%
At year end, GEN Financial Management’s separately managed accounts were mostly in funds (88%). Its reported 13F holdings for the quarter ended 30 June 2026 total $167M across 42 positions; the largest are Schwab Strategic TR (16.5%), Vanguard Specialized Funds (16.4%) and Vanguard Whitehall Fds (11.4%).
What the accounts hold
- Stocks4%
- Funds88%
- Bonds2%
- U.S. government and agency bonds1%
- State and local bonds1%
- Cash4%
- Other2%
- Derivatives2%
Reported 13F holdings
- $167M
- Reported 13F value
- 42
- Positions
- 84.6%
- In the 10 largest
- +3.5%
- Value vs. prior quarter
- Schwab Strategic TR · US Lrg Cap ETF16.5%
- Vanguard Specialized Funds · Div App ETF16.4%
- Vanguard Whitehall Fds · Intl Dvd ETF11.4%
- Fidelity Covington Trust · Sml Mid Mltfct9.4%
- Vanguard Scottsdale Fds · Short Term Treas7.9%
- Pacer Fds TR · US Cash Cows 1007.5%
- Dimensional ETF Trust · Intl Small Cap E6.5%
- Vanguard Malvern Fds · Core BD ETF5.5%
- SPDR Series Trust · ST Str Sp600grwo1.9%
- SPDR Series Trust · ST Str Sp400grw1.7%
Together, the ten largest are 84.6% of reported value.
How many clients does GEN Financial Management have?
GEN Financial Management has 246 clients and manages $332 million for them, as of February 2026. They include 133 individual clients and 113 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 20 February 2026
What services does GEN Financial Management offer?
GEN Financial Management provides financial planning, portfolio management for individuals and small businesses, pension consulting, selecting other managers, publishing newsletters, and estate planning.
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 GEN Financial Management charge?
GEN Financial Management charges 0.30%–1.30% a year for its Graduated billing schedule. The fee is billed in advance.
Which custodians does GEN Financial Management use?
GEN Financial Management’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $211M and Fidelity Distributors Company LLC (Boston, MA), with $79.8M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 20 February 2026
How many financial advisors does GEN Financial Management have?
GEN Financial Management has 3 investment adviser representatives registered with state securities authorities, out of 3 employees, and 3 perform investment advisory functions. None are registered representatives of a broker-dealer or 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 GEN Financial Management invest in?
At the end of its last fiscal year, GEN Financial Management’s separately managed accounts held 88% registered funds (mutual funds, ETFs, BDCs), 4% exchange-traded equities, 4% cash and equivalents, 2% derivatives, 1% U.S. government and agency bonds and 1% state and local bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns GEN Financial Management?
GEN Financial Management’s direct owners are Eric Moleski (50% to 75%), Bryan Vancura (10% to 25%) and Joshua Moklestad (10% to 25%).
Source: Form ADV Part 1A, Schedules A and B, filed 20 February 2026
How does GEN Financial Management get paid?
GEN Financial Management is paid through a percentage of assets under management 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
Is GEN Financial Management registered with the SEC?
Yes, GEN Financial Management has been registered with the SEC as an investment adviser since 2 August 2000. Its CRD number is 110179 and its SEC file number is 801-57823.
Source: Form ADV Part 1A, Item 1, filed 20 February 2026; IAPD firm record
How do I contact GEN Financial Management?
GEN Financial Management’s main office is at 10810 Old County Road 15, Suite 200, Plymouth, MN 55441. Its phone number is 952-513-1466. Its website is genfinancial.com.