Guided Choice Asset Management provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, and pension consulting. Financial planning was provided to 500 clients last fiscal year.
Guided Choice Asset Management reports 84,744 clients. They include 59,346 individuals and 25,398 pension and profit-sharing plans. Of its assets, 100.0% ($8.55B across 84,744 accounts) are managed with discretion. It advised 502 clients without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 70% | 12% |
| Pension and profit-sharing plans | 30% | 88% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 59,346 | $1.06B | 12.5% | $17.9K |
| Pension and profit-sharing plans | 25,398 | $7.48B | 87.5% | $295K |
| Total | 84,744 | $8.55B | 100% | $101K |
- Clients
- 59,346
- Regulatory AUM
- $1.06B
- AUM share
- 12.5%
- Avg. per client
- $17.9K
- Clients
- 25,398
- Regulatory AUM
- $7.48B
- AUM share
- 87.5%
- Avg. per client
- $295K
Total
- Clients
- 84,744
- Regulatory AUM
- $8.55B
- AUM share
- 100%
- Avg. per client
- $101K
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 502
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 500
Guided Choice Asset Management is paid through a percentage of assets under management, fixed fees (other than subscription fees) and other compensation; its fees and minimums are set out in its brochures on the SEC website.
Guidedchoice.com Inc. owns 75% or more of Guided Choice Asset Management and is in turn owned by Sherrie Grabot (25–50%). Sherrie Grabot is CEO; the leadership team includes President Lodewikus Van Zijl, Chief Investment Officer Ming Wang and Chief Compliance Officer Deirdre Myers. It has 22 employees, 5 of them in advisory roles.
Leadership
Sherrie GrabotChief Executive Officer
Lodewikus Van ZijlPresident, Chief Operating Officer- Deirdre MyersChief Compliance Officer
Ming WangChief Investment Officer, Emeritus
Ganlin XuChief Investment Officer
Staff
- 22 employees
- 5 in advisory functions
- 1 soliciting firm
- Owns 75% or more of Guided Choice Asset Management, Inc.
Guidedchoice.com Inc.
Control person · since June 2000
- Owns 25% to 50% of Guidedchoice.com Inc.
Sherrie Grabot
Control person · since June 1999
Guided Choice Asset Management’s regulatory assets grew 1.5× from $5.58B (March 2021) to $8.55B (March 2026); clients fell from 100,380 to 84,744 and employees were 22 in both filings.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $8.55B | 84,744 | 22 | 1 |
| March 2025 | $7.65B | 86,775 | 23 | 1 |
| March 2024 | $6.65B | 99,569 | 28 | 1 |
| March 2023 | $6.11B | 106,443 | 26 | 1 |
| March 2022 | $6.65B | 105,439 | 21 | 1 |
| March 2021 | $5.58B | 100,380 | 22 | 2 |
Besides its headquarters, Guided Choice Asset Management has 0 offices, with 1 listed address in Nevada.
Nevada · 1 listed address
- 200 S Virginia Street, Suite 310, RenoHQ
Contact and registration details
- Legal name
- Guided Choice Asset Management, Inc.
- Headquarters
- 200 S Virginia Street, Suite 310, Reno, NV 89501
- Website
- Not reported
- Phone
- 888-675-4532
- @guidedchoice
- SEC file
- 801-61922
- Structure
- Delaware corporation
- Fiscal year end
- December
Guided Choice Asset Management does not have custody of client assets.
At year end, Guided Choice Asset Management’s separately managed accounts were mostly in funds (100%).
What the accounts hold
- Funds100%
How many clients does Guided Choice Asset Management have?
Guided Choice Asset Management has 84,744 clients and manages $8.55 billion for them, as of March 2026. They include 59,346 individuals and 25,398 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 27 March 2026
What services does Guided Choice Asset Management offer?
Guided Choice Asset Management provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, and pension consulting.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How many financial advisors does Guided Choice Asset Management have?
Guided Choice Asset Management has 0 investment adviser representatives registered with state securities authorities, out of 22 employees, and 5 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 Guided Choice Asset Management invest in?
At the end of its last fiscal year, Guided Choice Asset Management’s separately managed accounts held 100% registered funds (mutual funds, ETFs, BDCs).
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Guided Choice Asset Management?
Guided Choice Asset Management is owned through a holding company by Sherrie Grabot. Its direct owner is Guidedchoice.com Inc. (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 27 March 2026
How does Guided Choice Asset Management get paid?
Guided Choice Asset Management is paid through a percentage of assets under management, fixed fees and other compensation. 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 Guided Choice Asset Management?
Guided Choice Asset Management’s main office is at 200 S Virginia Street, Suite 310, Reno, NV 89501. Its phone number is 888-675-4532.