Larson Financial Group provides financial planning, portfolio management for individuals and small businesses, pension consulting, and selecting other managers. Financial planning was provided to 1,500 clients last fiscal year.
Larson Financial Group reports 4,961 clients. They include 3,218 individual clients, 1,719 high-net-worth individuals, and 13 pension and profit-sharing plans. Of its assets, 88.3% ($4.84B across 22,722 accounts) are managed with discretion; $639M across 3,204 accounts are not. A wrap fee program the firm both sponsors and manages holds $48.4M. Of its clients, 1% are outside the U.S.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 65% | 18% |
| High-net-worth individuals | 35% | 81% |
| Pension and profit-sharing plans | <1% | <1% |
| Charitable organizations | <1% | <1% |
| Corporations and other businesses | <1% | <1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 3,218 | $1.01B | 18.4% | $313K |
| High-net-worth individuals | 1,719 | $4.43B | 80.9% | $2.58M |
| Pension and profit-sharing plans | 13 | $15.5M | 0.3% | $1.19M |
| Charitable organizations | 5 | $26.7M | 0.5% | $5.33M |
| Corporations and other businesses | 6 | $950K | 0.0% | $158K |
| Total | 4,961 | $5.48B | 100% | $1.1M |
- Clients
- 3,218
- Regulatory AUM
- $1.01B
- AUM share
- 18.4%
- Avg. per client
- $313K
- Clients
- 1,719
- Regulatory AUM
- $4.43B
- AUM share
- 80.9%
- Avg. per client
- $2.58M
- Clients
- 13
- Regulatory AUM
- $15.5M
- AUM share
- 0.3%
- Avg. per client
- $1.19M
- Clients
- 5
- Regulatory AUM
- $26.7M
- AUM share
- 0.5%
- Avg. per client
- $5.33M
- Clients
- 6
- Regulatory AUM
- $950K
- AUM share
- 0.0%
- Avg. per client
- $158K
Total
- Clients
- 4,961
- Regulatory AUM
- $5.48B
- AUM share
- 100%
- Avg. per client
- $1.1M
- Clients outside the U.S.
- 1%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 1500
Larson Financial Group charges 0.70%–1.75% a year for its Investment advisory services and model portfolio management. The fee is billed in advance and is negotiable. The brochure also prices 2 other services, listed under fee details.
Fee details and sources
Other fees
- Financial Planning Fees
- Hourly rate from $75 to $300, negotiable; or a fixed fee generally from $1,500 to $20,000.
- Other Portfolio Management Programs
- Annual fee of up to 2.25% of account value depending on strategy, with a $600 annual service fee for certain accounts.
Larson Financial Holdings, LLC owns 75% or more of Larson Financial Group and is in turn owned by Paul Larson (75% or more). The leadership team of Larson Financial Group includes President Colin Wiens and Chief Compliance Officer Randy Miller. It has 131 employees, 68 of them in advisory roles.
Staff
- 131 employees
- 68 in advisory functions
- 68 state-registered reps
- 68 broker-dealer reps
- 65 insurance agents
- 3 soliciting firms
- Owns 75% or more of Larson Financial Group, LLC
Larson Financial Holdings, LLC
Control person · since December 2011
- Owns 75% or more of Larson Financial Holdings, LLC
Paul Larson
Control person · since December 2011
Larson Financial Group’s regulatory assets grew 3.7× from $1.48B (July 2021) to $5.48B (March 2026); clients rose from 2,624 to 4,961 and employees were 131 in both filings.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Mar 2026March 2026 | $5.48B | 4,961 | 131 | 21 |
| Mar 2025March 2025 | $4.03B | 4,640 | 115 | 19 |
| Jun 2024June 2024 | $2.74B | 3,983 | 75 | 15 |
| Mar 2023March 2023 | $2.34B | 3,941 | 160 | 16 |
| Apr 2022April 2022 | $2.2B | 3,415 | 121 | 16 |
| Jul 2021July 2021 | $1.48B | 2,624 | 137 | 14 |
Besides its headquarters, Larson Financial Group has 20 offices, with 21 listed addresses across 11 states.
Missouri · 4 listed addresses
- 100 N Broadway, Suite 1700, Saint LouisHQ
- 14567 North Outer 40 Road, Chesterfield
- 100 N. Broadway, Saint Louis
- 1012 1st Capitol DR, St Charles
Florida · 3 listed addresses
- 5300 W. Hillsboro BLVD, Coconut Creek
- 65 Lake Morton DR, Lakeland
- 10151 Deerwood Park BLVD, Jacksonville
Indiana · 3 listed addresses
- 7230 Engle Road, Fort Wayne
- 4105 W. Jefferson BLVD, Fort Wayne
- 10475 Crosspont BLVD, Indianapolis
Minnesota · 3 listed addresses
- 3265 19th Street NW, Rochester
- 6160 Summit Drive N, Minneapolis
- 445 East Lake Street, Wayzata
California · 2 listed addresses
- 6580 Oakmont DR, Santa Rosa
- 401 West A Street, San Diego
Arizona · 1 listed address
- 6710 N Scottsdale RD, Scottsdale
Colorado · 1 listed address
- 5299 DTC BLVD, Greenwood Village
Illinois · 1 listed address
- 129 S. Main Street, Waterloo
Nebraska · 1 listed address
- 9802 Nicolas Street, Omaha
Nevada · 1 listed address
- 200 S. Virginia, Reno
North Carolina · 1 listed address
- 2530 Meridian Parkway, Durham
Other business names
Larson Financial Group has reported 5 other business names to the SEC.
- Lionsgate Advisors
- Midwest Wealth Management
- Oakmont Financial Group
- The Physicians Thrive
- Work Optional
Contact and registration details
- Legal name
- Larson Financial Group, LLC
- Headquarters
- 100 N Broadway, Suite 1700, Saint Louis, MO 63102
- Website
- larson.com
- Phone
- 866-569-2450
- @larson-financial
- SEC file
- 801-71543
- Structure
- Missouri LLC
- Fiscal year end
- December
Larson Financial Group’s named custodians for separately managed accounts are Charles Schwab ($2.23B, 83%), Fidelity ($452M, 17%) and Trade-PMR ($0, 0%). Larson Financial Group has custody of $560M for 1,316 clients.
- FidelityFidelity Brokerage Services LLC · Smithfield, RI · $452M17%
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $2.23B83%
At year end, Larson Financial Group’s separately managed accounts were largely in funds (48%) and stocks (34%). Its reported 13F holdings for the quarter ended 30 June 2026 total $3.81B across 3,772 positions; the largest are SPDR Series Trust (6.9%), Nvidia Corporation (3.9%) and Wisdomtree TR (3.6%).
What the accounts hold
- Stocks34%
- Exchange-traded equities33%
- Non-exchange-traded equities1%
- Funds48%
- Bonds3%
- U.S. government and agency bonds1%
- State and local bonds1%
- Investment grade corporate bonds1%
- Cash5%
- Other10%
- Cds, private equity, royalty trusts, loans.10%
How many clients does Larson Financial Group have?
Larson Financial Group has 4,961 clients and manages $5.48 billion for them, as of March 2026. They include 3,218 individual clients, 1,719 high-net-worth individuals, and 13 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 13 March 2026
What services does Larson Financial Group offer?
Larson Financial Group provides financial planning, portfolio management for individuals and small businesses, 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 Larson Financial Group charge?
Larson Financial Group charges 0.70%–1.75% a year for its Investment advisory services and model portfolio management. The fee is billed in advance and is negotiable.
Source: 2026.03.13_ LFG FIRM BROCHURE_ ADV2A, filed 13 March 2026
Which custodians does Larson Financial Group use?
Larson Financial Group’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $2.23B and Fidelity Brokerage Services LLC (Smithfield, RI), with $452M. The filing also lists Trade-PMR Inc. with no separately managed account assets.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 13 March 2026
How many financial advisors does Larson Financial Group have?
Larson Financial Group has 68 investment adviser representatives registered with state securities authorities, out of 131 employees, and 68 perform investment advisory functions. 68 employees are registered representatives of a broker-dealer and 65 employees are 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 Larson Financial Group invest in?
At the end of its last fiscal year, Larson Financial Group’s separately managed accounts held 48% registered funds (mutual funds, ETFs, BDCs), 33% exchange-traded equities, 10% other, 5% cash and equivalents, 1% non-exchange-traded equities, 1% U.S. government and agency bonds, 1% state and local bonds and 1% investment grade corporate bonds. The 10% other category is described as: CDS, Private Equity, Royalty Trusts, Loans.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Larson Financial Group?
Larson Financial Group is owned through a holding company by Paul Larson. Its direct owner is Larson Financial Holdings, LLC (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 13 March 2026
How does Larson Financial Group get paid?
Larson Financial Group 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 Larson Financial Group?
Larson Financial Group’s main office is at 100 N Broadway, Suite 1700, Saint Louis, MO 63102. Its phone number is 866-569-2450. Its website is larson.com.
