Keener Financial Planning provides financial planning, portfolio management for individuals and small businesses, pension consulting, educational seminars, education planning, estate planning, insurance, and tax planning. Financial planning was provided to 500 clients last fiscal year.
Keener Financial Planning reports 197 clients. They include 144 high-net-worth individuals, 49 individual clients, and 4 corporations and other businesses. Of its assets, 99.9% ($479M across 763 accounts) are managed with discretion; $439K across 4 accounts are not. It advised 370 clients without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 25% | 6% |
| High-net-worth individuals | 73% | 90% |
| Corporations and other businesses | 2% | 3% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 49 | $30.1M | 6.3% | $614K |
| High-net-worth individuals | 144 | $433M | 90.5% | $3.01M |
| Corporations and other businesses | 4 | $15.5M | 3.2% | $3.88M |
| Total | 197 | $479M | 100% | $2.43M |
- Clients
- 49
- Regulatory AUM
- $30.1M
- AUM share
- 6.3%
- Avg. per client
- $614K
- Clients
- 144
- Regulatory AUM
- $433M
- AUM share
- 90.5%
- Avg. per client
- $3.01M
- Clients
- 4
- Regulatory AUM
- $15.5M
- AUM share
- 3.2%
- Avg. per client
- $3.88M
Total
- Clients
- 197
- Regulatory AUM
- $479M
- AUM share
- 100%
- Avg. per client
- $2.43M
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 370
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 500
Keener Financial Planning is paid through 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 2 other services, listed under fee details.
Fee details and sources
Other fees
- Financial Planning
- Financial planning is billed at $300 per hour for engagements led by a Firm Financial Planner, or $380 per hour for engagements led by the Firm Principal; flat-fee quotes are usually offered.
- Ongoing Planning and Investment Management Retainer
- Retainer services are a flat annual fee with a $3,600 minimum, based on the services, number of accounts, complexity and total investment assets; fees are negotiable.
The Lessor-Keener Family Trust owns 75% or more of Keener Financial Planning. The leadership team of Keener Financial Planning includes Chief Compliance Officer Jean Keener. It has 12 employees, 10 of them in advisory roles.
Leadership
Jean KeenerMember/Chief Compliance Officer- Kelli HintonDirector of Operations
Steven MyersFinancial Planner
Rachel SongerFinancial Planner
Samuel PondFinancial Planner
Investment adviser representatives
10 representatives listed in the SEC register as of 9 October 2026.
Staff
- 12 employees
- 10 in advisory functions
- 10 state-registered reps
- Owns 75% or more of Keener Financial Planning, LLC
The Lessor-Keener Family Trust
Control person · since May 2024
Jean Keener
Trustee · Control person · since May 2024
- Owns 10% to 25% of Keener Financial Planning, LLC
Samuel Pond
since January 2022
Keener Financial Planning’s regulatory assets grew 2.5× from $191M (July 2021) to $479M (July 2026); clients rose from 115 to 197 and employees from 7 to 12.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| July 2026 | $479M | 197 | 12 | 2 |
| July 2025 | $363M | 172 | 11 | 2 |
| June 2024 | $294M | 153 | 10 | 2 |
| May 2023 | $222M | 361 | 9 | 2 |
| June 2022 | $215M | 118 | 8 | 2 |
| July 2021 | $191M | 115 | 7 | 2 |
Besides its headquarters, Keener Financial Planning has 1 office, with 2 listed addresses in Texas.
Texas · 2 listed addresses
- 1692 Keller Parkway, KellerHQ
- 2626 Cole Avenue, Dallas
Contact and registration details
- Legal name
- Keener Financial Planning, LLC
- Headquarters
- 1692 Keller Parkway, Keller, TX 76248
- Website
- keenerfinancial.com
- Phone
- 817-993-0401
- @keener-financial-planning-llc
- SEC file
- 801-115127
- Founded
- 2008
- Structure
- Texas LLC
- Fiscal year end
- December
Keener Financial Planning uses Charles Schwab ($484M) as custodian for its separately managed accounts. Keener Financial Planning has custody of $4.73M in client assets for 3 clients.
The filed custodian amounts total more than regulatory assets under management. Each amount is shown as filed.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $484M100%
At year end, Keener Financial Planning’s separately managed accounts were mostly in stocks (51%) and funds (47%). Its reported 13F holdings for the quarter ended 30 June 2026 total $280K across 61 positions; the largest are SPDR Series Trust (37.1%), Vanguard Tax-managed Fds (21.0%) and iShares TR (9.3%).
What the accounts hold
- Stocks51%
- Funds47%
- Cash2%
Reported 13F holdings
- $280K
- Reported 13F value
- 61
- Positions
- 89.1%
- In the 10 largest
- +17.5%
- Value vs. prior quarter
- SPDR Series Trust · ST Str PR Sp150037.1%
- Vanguard Tax-managed Fds · Van FTSE Dev Mkt21.0%
- iShares TR · Core S&P Scp ETF9.3%
- American Centy ETF TR · US Large Cap Vlu8.0%
- Vanguard Intl Equity Index F · FTSE Emr Mkt ETF5.7%
- Vanguard Index Fds · Total Stk Mkt2.7%
- SPDR Index Shs Fds · ST Str PO EX ETF1.8%
- Apple Inc.1.2%
- SPDR Series Trust · ST Str P500val1.2%
- Dimensional ETF Trust · US Cor Equ 2 ETF1.2%
Together, the ten largest are 89.1% of reported value.
How many clients does Keener Financial Planning have?
Keener Financial Planning has 197 clients and manages $479 million for them, as of July 2026. They include 144 high-net-worth individuals, 49 individual clients, and 4 corporations and other businesses.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 20 July 2026
What services does Keener Financial Planning offer?
Keener Financial Planning provides financial planning, portfolio management for individuals and small businesses, pension consulting, educational seminars, education planning, estate planning, insurance, and tax planning.
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 Keener Financial Planning use?
Keener Financial Planning’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $484M. 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 July 2026
How many financial advisors does Keener Financial Planning have?
Keener Financial Planning has 10 investment adviser representatives registered with state securities authorities, out of 12 employees, and 10 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 Keener Financial Planning invest in?
At the end of its last fiscal year, Keener Financial Planning’s separately managed accounts held 51% exchange-traded equities, 47% registered funds (mutual funds, ETFs, BDCs) and 2% cash and equivalents.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Keener Financial Planning?
Keener Financial Planning’s direct owners are Samuel Pond (10% to 25%) and the Lessor-Keener Family Trust (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 20 July 2026
How does Keener Financial Planning get paid?
Keener Financial Planning is paid through 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 Keener Financial Planning?
Keener Financial Planning’s main office is at 1692 Keller Parkway, Keller, TX 76248. Its phone number is 817-993-0401. Its website is keenerfinancial.com.