GW Financial provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, and selecting other managers. Financial planning was provided to 26–50 clients last fiscal year.
GW Financial reports 93 clients. They include 52 high-net-worth individuals and 41 individual clients. Of its assets, 87.7% ($117M across 253 accounts) are managed with discretion; $16.4M across 13 accounts are not.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 44% | 10% |
| High-net-worth individuals | 56% | 86% |
| Charitable organizations | Fewer than 5 | 2% |
| Corporations and other businesses | Fewer than 5 | <1% |
| Other | Fewer than 5 | 3% |
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) | 41 | $12.9M | 9.7% | $315K |
| High-net-worth individuals | 52 | $115M | 86.1% | $2.21M |
| Charitable organizations | Fewer than 5 | $2.13M | 1.6% | — |
| Corporations and other businesses | Fewer than 5 | $258K | 0.2% | — |
| Other | Fewer than 5 | $3.35M | 2.5% | — |
| Total | 93 | $134M | 100% | — |
- Clients
- 41
- Regulatory AUM
- $12.9M
- AUM share
- 9.7%
- Avg. per client
- $315K
- Clients
- 52
- Regulatory AUM
- $115M
- AUM share
- 86.1%
- Avg. per client
- $2.21M
- Clients
- Fewer than 5
- Regulatory AUM
- $2.13M
- AUM share
- 1.6%
- Avg. per client
- —
- Clients
- Fewer than 5
- Regulatory AUM
- $258K
- AUM share
- 0.2%
- Avg. per client
- —
- Clients
- Fewer than 5
- Regulatory AUM
- $3.35M
- AUM share
- 2.5%
- Avg. per client
- —
Total
- Clients
- 93
- Regulatory AUM
- $134M
- 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
- 26–50
GW Financial charges 0.20%–1.00% a year for its Wealth Management. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Financial Consulting Services
- Standalone 90-minute consultation sessions for specific topics without an ongoing advisory relationship, at a flat fee of $500 per session; no investment advice.
Julianna Bray owns 75% or more of GW Financial. The leadership team of GW Financial includes President Julianna Bray. It has 3 employees, 2 of them in advisory roles.
Leadership
- Julianna BrayPresident and Chief Compliance Officer
Investment adviser representatives
2 representatives listed in the SEC register as of 9 October 2026.
Staff
- 3 employees
- 2 in advisory functions
- 1 state-registered rep
- Owns 75% or more of GW Financial, Inc.
Julianna Bray
Control person · since June 2014
GW Financial’s regulatory assets grew from $120M (March 2021) to $134M (April 2026); clients fell from 120 to 93 and employees rose from 2 to 3.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Apr 2026April 2026 | $134M | 93 | 3 | 1 |
| Jul 2025July 2025 | $110M | 93 | 4 | 1 |
| Apr 2024April 2024 | $93.5M | 101 | 6 | 2 |
| Feb 2023February 2023 | $93.5M | 101 | 6 | 2 |
| Mar 2022March 2022 | $119M | 109 | 3 | 3 |
| Mar 2021March 2021 | $120M | 120 | 2 | 3 |
Besides its headquarters, GW Financial has 0 offices, with 1 listed address in 1 state.
Nevada · 1 listed address
- 5470 Kietzke Lane, Suite 300, RenoHQ
Contact and registration details
- Legal name
- GW Financial, Inc.
- Headquarters
- 5470 Kietzke Lane, Suite 300, Reno, NV 89511
- Website
- planhighereducation.com
- Phone
- 714-850-0534
- SEC file
- 801-18321
- Structure
- Nevada corporation
- Fiscal year end
- December
GW Financial’s named custodian for separately managed accounts is Charles Schwab ($110M). GW Financial does not have custody of client assets.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $110M100%
At year end, GW Financial’s separately managed accounts were mostly in funds (76%) and stocks (14%).
What the accounts hold
- Stocks14%
- Funds76%
- Cash12%
- Other4%
- Insurance-based products (including fixed and variable annuities), along with small allocations to sovereign and u.s. government/agency bonds, and other miscellaneous assets.4%
How many clients does GW Financial have?
GW Financial has 93 clients and manages $134 million for them, as of April 2026. They include 52 high-net-worth individuals and 41 individual clients.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 1 April 2026
What services does GW Financial offer?
GW Financial 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
How much does GW Financial charge?
GW Financial charges 0.20%–1.00% a year for its Wealth Management.
Source: GW FINANCIAL, INC. FORM ADV PART 2A, filed 1 April 2026
Which custodians does GW Financial use?
GW Financial’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $110M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 1 April 2026
How many financial advisors does GW Financial have?
GW Financial has 1 investment adviser representative registered with state securities authorities, out of 3 employees, and 2 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 GW Financial invest in?
At the end of its last fiscal year, GW Financial’s separately managed accounts held 76% registered funds (mutual funds, ETFs, BDCs), 14% exchange-traded equities, 12% cash and equivalents and 4% other. The 4% other category is described as: Insurance-Based Products (Including Fixed and Variable Annuities), Along With Small Allocations to Sovereign and U.S. Government/Agency Bonds, and Other Miscellaneous Assets.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns GW Financial?
GW Financial’s direct owner is Julianna Bray (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 1 April 2026
How does GW Financial get paid?
GW Financial 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 GW Financial?
GW Financial’s main office is at 5470 Kietzke Lane, Suite 300, Reno, NV 89511. Its phone number is 714-850-0534. Its website is planhighereducation.com.