Palisade Asset Management 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.
Palisade Asset Management reports 118 clients. They include 104 high-net-worth individuals, 7 charitable organizations, and 7 corporations and other businesses. Of its assets, 95.8% ($1.22B across 834 accounts) are managed with discretion; $52.9M across 5 accounts are not.
| Client type | Clients | Assets |
|---|---|---|
| High-net-worth individuals | 88% | 94% |
| Banking or thrift institutions | Fewer than 5 | <1% |
| Pension and profit-sharing plans | Fewer than 5 | <1% |
| Charitable organizations | 6% | 4% |
| Corporations and other businesses | 6% | 2% |
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 |
|---|---|---|---|---|
| High-net-worth individuals | 104 | $1.19B | 93.8% | $11.4M |
| Banking or thrift institutions | Fewer than 5 | $4.44M | 0.3% | — |
| Pension and profit-sharing plans | Fewer than 5 | $1.7M | 0.1% | — |
| Charitable organizations | 7 | $49.7M | 3.9% | $7.11M |
| Corporations and other businesses | 7 | $22.3M | 1.8% | $3.18M |
| Total | 118 | $1.27B | 100% | — |
- Clients
- 104
- Regulatory AUM
- $1.19B
- AUM share
- 93.8%
- Avg. per client
- $11.4M
- Clients
- Fewer than 5
- Regulatory AUM
- $4.44M
- AUM share
- 0.3%
- Avg. per client
- —
- Clients
- Fewer than 5
- Regulatory AUM
- $1.7M
- AUM share
- 0.1%
- Avg. per client
- —
- Clients
- 7
- Regulatory AUM
- $49.7M
- AUM share
- 3.9%
- Avg. per client
- $7.11M
- Clients
- 7
- Regulatory AUM
- $22.3M
- AUM share
- 1.8%
- Avg. per client
- $3.18M
Total
- Clients
- 118
- Regulatory AUM
- $1.27B
- 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
Palisade Asset Management charges 0.50%–1.00% a year for its Individual Portfolio Management. Each asset band is charged at its own rate. The fee is billed in advance, is negotiable and requires an account of at least $1,000,000.
| Asset band | Annual rate |
|---|---|
| $0–$2M | 1.00% |
| $2M–$5M | 0.75% |
| $5M–$10M | 0.60% |
| $10M and above | 0.50% |
Fee details and sources
Paul Kronlokken owns 50% to 75% of Palisade Asset Management. The leadership team of Palisade Asset Management includes Chief Compliance Officer Jennifer McCord. It has 10 employees, 5 of them in advisory roles.
Leadership
- Jennifer McCordChief Compliance Officer
- Paul KronlokkenPrincipal
- Robert LawsonPrincipal
- Shawn EellsPrincipal
Investment adviser representatives
6 representatives listed in the SEC register as of 9 October 2026.
- Shawn Kevin Eells
- Paul James Kronlokken
- Josiah Benjamin Larson
- Robert Paul Lawson
- Jennifer L McCord
- Ryan Woitalla
Staff
- 10 employees
- 5 in advisory functions
- Owns 50% to 75% of Palisade Asset Management, LLC
Paul Kronlokken
Control person · since December 2009
- Owns 10% to 25% of Palisade Asset Management, LLC
Robert Lawson
Control person · since March 2021
- Owns 5% to 10% of Palisade Asset Management, LLC
Shawn Eells
Control person · since January 2024
Palisade Asset Management’s regulatory assets grew from $1.01B (March 2021) to $1.27B (July 2026); clients rose from 95 to 118 and employees fell from 11 to 10.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| July 2026 | $1.27B | 118 | 10 | 1 |
| July 2025 | $1.27B | 103 | 10 | 1 |
| March 2024 | $1.2B | 103 | 10 | 1 |
| March 2023 | $1.06B | 100 | 10 | 1 |
| March 2022 | $1.17B | 99 | 11 | 1 |
| March 2021 | $1.01B | 95 | 11 | 1 |
Besides its headquarters, Palisade Asset Management has 0 offices, with 1 listed address in Minnesota.
Minnesota · 1 listed address
- 100 South Fifth Street, Suite 420, MinneapolisHQ
Contact and registration details
- Legal name
- Palisade Asset Management, LLC
- Headquarters
- 100 South Fifth Street, Suite 420, Minneapolis, MN 55402
- Website
- palisadeam.com
- Phone
- 612-455-2900
- @palisade-asset-management
- SEC file
- 801-64471
- Structure
- Minnesota LLC
- Fiscal year end
- December
Palisade Asset Management uses Charles Schwab ($708M) as custodian for its separately managed accounts. Palisade Asset Management has custody of client assets.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $708M100%
At year end, Palisade Asset Management’s separately managed accounts were mostly in stocks (76%) and funds (11%). Its reported 13F holdings for the quarter ended 30 June 2026 total $1.08B across 204 positions; the largest are Apple Inc. (5.0%), Microsoft Corp. (4.4%) and Cisco Sys Inc. (3.8%).
What the accounts hold
- Stocks76%
- Funds11%
- Bonds2%
- Cash10%
- Other1%
- Client directed holdings (promissory notes and insurance policies)1%
Reported 13F holdings
- $1.08B
- Reported 13F value
- 204
- Positions
- 30.8%
- In the 10 largest
- +8.8%
- Value vs. prior quarter
- Apple Inc.5.0%
- Microsoft Corp.4.4%
- Cisco Sys Inc.3.8%
- Unitedhealth Group Inc.3.1%
- SPDR S&P 500 ETF TR · TR Unit2.6%
- International Business Machs2.6%
- Amgen Inc.2.4%
- Johnson & Johnson2.4%
- Oracle Corp.2.4%
- JPMORGAN Chase & Co2.3%
Together, the ten largest are 30.8% of reported value.
How many clients does Palisade Asset Management have?
Palisade Asset Management has 118 clients and manages $1.27 billion for them, as of July 2026. They include 104 high-net-worth individuals, 7 charitable organizations, and 7 corporations and other businesses.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 10 July 2026
What services does Palisade Asset Management offer?
Palisade Asset Management 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 Palisade Asset Management charge?
Palisade Asset Management charges 0.50%–1.00% a year for its Individual Portfolio Management. Each asset band is charged at its own rate. The fee is billed in advance, is negotiable and requires an account of at least $1,000,000.
Which custodians does Palisade Asset Management use?
Palisade Asset Management’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $708M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 10 July 2026
How many financial advisors does Palisade Asset Management have?
Palisade Asset Management has 0 investment adviser representatives registered with state securities authorities, out of 10 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 Palisade Asset Management invest in?
At the end of its last fiscal year, Palisade Asset Management’s separately managed accounts held 76% exchange-traded equities, 11% registered funds (mutual funds, ETFs, BDCs), 10% cash and equivalents, 2% state and local bonds and 1% other. The 1% other category is described as: Client Directed Holdings (Promissory Notes and Insurance Policies).
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Does Palisade Asset Management have a minimum investment?
Yes, Palisade Asset Management’s minimum account size for its Individual Portfolio Management is $1M.
Who owns Palisade Asset Management?
Palisade Asset Management’s direct owners are Paul Kronlokken (50% to 75%), Robert Lawson (10% to 25%) and Shawn Eells (5% to 10%).
Source: Form ADV Part 1A, Schedules A and B, filed 10 July 2026
How does Palisade Asset Management get paid?
Palisade Asset Management is paid through a percentage of assets under management 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
Is Palisade Asset Management registered with the SEC?
Yes, Palisade Asset Management has been registered with the SEC as an investment adviser since 11 July 2005. Its CRD number is 136089 and its SEC file number is 801-64471.
Source: Form ADV Part 1A, Item 1, filed 10 July 2026; IAPD firm record
How do I contact Palisade Asset Management?
Palisade Asset Management’s main office is at 100 South Fifth Street, Suite 420, Minneapolis, MN 55402. Its phone number is 612-455-2900. Its website is palisadeam.com.