Kesler, Norman & Wride provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, and selecting other managers. Financial planning was provided to 1,000 clients last fiscal year.
Kesler, Norman & Wride reports 961 clients. They include 748 individual clients, 183 high-net-worth individuals, and 15 pension and profit-sharing plans. Of its assets, 99.7% ($659M across 2,117 accounts) are managed with discretion; $2.13M across 5 accounts are not. A wrap fee program the firm both sponsors and manages holds $659M.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 78% | 26% |
| High-net-worth individuals | 19% | 68% |
| Pension and profit-sharing plans | 2% | 2% |
| Charitable organizations | <1% | 2% |
| Corporations and other businesses | <1% | 2% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 748 | $173M | 26.1% | $231K |
| High-net-worth individuals | 183 | $448M | 67.7% | $2.45M |
| Pension and profit-sharing plans | 15 | $14.6M | 2.2% | $971K |
| Charitable organizations | 8 | $14.8M | 2.2% | $1.86M |
| Corporations and other businesses | 7 | $11.5M | 1.7% | $1.64M |
| Total | 961 | $661M | 100% | $688K |
- Clients
- 748
- Regulatory AUM
- $173M
- AUM share
- 26.1%
- Avg. per client
- $231K
- Clients
- 183
- Regulatory AUM
- $448M
- AUM share
- 67.7%
- Avg. per client
- $2.45M
- Clients
- 15
- Regulatory AUM
- $14.6M
- AUM share
- 2.2%
- Avg. per client
- $971K
- Clients
- 8
- Regulatory AUM
- $14.8M
- AUM share
- 2.2%
- Avg. per client
- $1.86M
- Clients
- 7
- Regulatory AUM
- $11.5M
- AUM share
- 1.7%
- Avg. per client
- $1.64M
Total
- Clients
- 961
- Regulatory AUM
- $661M
- AUM share
- 100%
- Avg. per client
- $688K
- 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
- 1000
Kesler, Norman & Wride charges up to 1.90% a year for its Wrap Asset Management. The fee is billed in arrears and is negotiable. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Hourly Consulting and Financial Planning
- Financial planning and consulting are billed at an agreed hourly fee of $100 to $500, depending on the complexity of the services.
It has 9 employees, 5 of them in advisory roles.
Staff
- 9 employees
- 5 in advisory functions
- 5 state-registered reps
- Owns 10% to 25% of Kesler, Norman & Wride, LLC
PM Norman Wealth Management Inc
Control person · since March 2020
- Owns 75% or more of PM Norman Wealth Management Inc
Paul Norman
Control person · since March 2020
- Owns 10% to 25% of Kesler, Norman & Wride, LLC
Haydar Properties LLC
Control person · since March 2020
- Owns 75% or more of Haydar Properties LLC
Darcy Wride
Control person · since March 2020
- Owns 10% to 25% of Kesler, Norman & Wride, LLC
GGS Wealth Management, Inc.
Control person · since February 2024
- Owns 75% or more of GGS Wealth Management, Inc.
Garrett Smith
Control person · since February 2024
- Owns 10% to 25% of Kesler, Norman & Wride, LLC
Brent Keller
Control person · since February 2024
- Owns 10% to 25% of Kesler, Norman & Wride, LLC
CD Kesler Wealth Management, Inc.
Control person · since February 2024
- Owns 75% or more of CD Kesler Wealth Management, Inc.
Christopher Kesler
Control person · since February 2024
Kesler, Norman & Wride’s regulatory assets grew 1.7× from $385M (March 2021) to $661M (June 2026); clients rose from 704 to 961 and employees were 9 in both filings.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Jun 2026June 2026 | $661M | 961 | 9 | 2 |
| Jun 2025June 2025 | $619M | 1,080 | 9 | 2 |
| Jun 2024June 2024 | $511M | 831 | 9 | 2 |
| Mar 2023March 2023 | $456M | 800 | 9 | 2 |
| Feb 2022February 2022 | $493M | 911 | 9 | 2 |
| Mar 2021March 2021 | $385M | 704 | 9 | 2 |
Besides its headquarters, Kesler, Norman & Wride has 1 office, with 2 listed addresses in 1 state.
Utah · 2 listed addresses
- 2225 Washington BLVD., Suite 110, OgdenHQ
- 214 South Main Street, Logan
Other business names
Kesler, Norman & Wride has reported 1 other business name to the SEC.
- Enjoyable Retirement
Contact and registration details
- Legal name
- Kesler, Norman & Wride, LLC
- Headquarters
- 2225 Washington BLVD., Suite 110, Ogden, UT 84401
- Website
- ascendinvestment.com
- Phone
- 801-476-1200
- SEC file
- 801-118514
- Structure
- Utah LLC
- Fiscal year end
- December
Kesler, Norman & Wride’s named custodians for separately managed accounts are Trade-PMR ($668M, 99%) and Altruist ($9.37M, 1%). Kesler, Norman & Wride does not have custody of client assets.
The filed custodian amounts total more than regulatory assets under management. Each amount is shown as filed.
- Trade-PMRTrade-PMR Inc. · Gainesville, FL · $668M99%
- AltruistAltruist Financial LLC · Dallas, TX · $9.37M1%
At year end, Kesler, Norman & Wride’s separately managed accounts were mostly in stocks (72%) and funds (25%). Its reported 13F holdings for the quarter ended 30 June 2026 total $631M across 271 positions; the largest are Apple Inc. (3.2%), Kroger CO (2.3%) and Analog Devices Inc. (2.3%).
What the accounts hold
- Stocks72%
- Funds25%
- Bonds3%
- U.S. government and agency bonds1%
- State and local bonds1%
- Investment grade corporate bonds1%
- Cash1%
- Other1%
- Annuities1%
How many clients does Kesler, Norman & Wride have?
Kesler, Norman & Wride has 961 clients and manages $661 million for them, as of June 2026. They include 748 individual clients, 183 high-net-worth individuals, and 15 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 24 June 2026
What services does Kesler, Norman & Wride offer?
Kesler, Norman & Wride provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, and selecting other managers.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Kesler, Norman & Wride charge?
Kesler, Norman & Wride charges up to 1.90% a year for its Wrap Asset Management. The fee is billed in arrears and is negotiable.
Which custodians does Kesler, Norman & Wride use?
Kesler, Norman & Wride’s separately managed account assets are held at Trade-PMR Inc. (Gainesville, FL), with $668M and Altruist Financial LLC (Dallas, TX), with $9.37M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 24 June 2026
How many financial advisors does Kesler, Norman & Wride have?
Kesler, Norman & Wride has 5 investment adviser representatives registered with state securities authorities, out of 9 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 Kesler, Norman & Wride invest in?
At the end of its last fiscal year, Kesler, Norman & Wride’s separately managed accounts held 72% exchange-traded equities, 25% registered funds (mutual funds, ETFs, BDCs), 1% U.S. government and agency bonds, 1% state and local bonds, 1% investment grade corporate bonds, 1% cash and equivalents and 1% other. The 1% other category is described as: Annuities.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Kesler, Norman & Wride?
Kesler, Norman & Wride is owned through holding companies by Darcy Wride, Paul Norman, Garrett Smith and Christopher Kesler. Its direct owners are PM Norman Wealth Management Inc, Haydar Properties LLC, GGS Wealth Management, Inc., Brent Keller and CD Kesler Wealth Management, Inc., each holding 25% or less.
Source: Form ADV Part 1A, Schedules A and B, filed 24 June 2026
How does Kesler, Norman & Wride get paid?
Kesler, Norman & Wride is paid through a percentage of assets under management and hourly charges. 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 Kesler, Norman & Wride?
Kesler, Norman & Wride’s main office is at 2225 Washington BLVD., Suite 110, Ogden, UT 84401. Its phone number is 801-476-1200. Its website is ascendinvestment.com.