PDS Planning provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, selecting other managers, educational seminars, business succession planning, education planning, estate planning, insurance, philanthropic planning, retirement plan services, and tax planning. Financial planning was provided to 251–500 clients last fiscal year.
PDS Planning reports 614 clients. They include 421 high-net-worth individuals, 186 individual clients and 7 charitable organizations. Of its assets, 97.7% ($2.12B across 3,009 accounts) are managed with discretion; $48.8M across 150 accounts are not.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 30% | 5% |
| High-net-worth individuals | 69% | 91% |
| Charitable organizations | 1% | 4% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 186 | $109M | 5.0% | $585K |
| High-net-worth individuals | 421 | $1.98B | 91.2% | $4.7M |
| Charitable organizations | 7 | $81.5M | 3.8% | $11.6M |
| Total | 614 | $2.17B | 100% | $3.53M |
- Clients
- 186
- Regulatory AUM
- $109M
- AUM share
- 5.0%
- Avg. per client
- $585K
- Clients
- 421
- Regulatory AUM
- $1.98B
- AUM share
- 91.2%
- Avg. per client
- $4.7M
- Clients
- 7
- Regulatory AUM
- $81.5M
- AUM share
- 3.8%
- Avg. per client
- $11.6M
Total
- Clients
- 614
- Regulatory AUM
- $2.17B
- AUM share
- 100%
- Avg. per client
- $3.53M
- 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
- 251–500
PDS Planning is paid through 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 one other service, listed under fee details.
Fee details and sources
Other fees
- Limited engagements
- Stand-alone consulting (college funding, retirement analysis, insurance review) is offered on a separate fee basis; the brochure states no amount.
Jamie Menges owns 25% to 50% of PDS Planning. The leadership team of PDS Planning includes President Rita Itsell and Chief Investment Officer Kurt Brown. It has 19 employees, 12 of them in advisory roles.
Leadership
- Rita ItsellVice-President
- Jamie MengesPresident
- Kurt BrownSecretary-Treasurer, Chief Compliance Officer, Chief Investment Officer
- James RogersAssistant Secretary-Treasurer
Investment adviser representatives
10 representatives listed in the SEC register as of 9 October 2026.
- Kurt M Brown
- Kyle Edward Euton
- James Morton Hamilton
- Robert Dale Hamilton
- Tad Alan Herrington
- Rita M Itsell
- Laurie Ann Licata
- Jamie Paul Menges
- Andrew Michael Potosky
- James Andrew Rogers
Staff
- 19 employees
- 12 in advisory functions
- 9 state-registered reps
- Owns 25% to 50% of PDS Planning Inc
Jamie Menges
Control person · since September 2017
- Owns 25% to 50% of PDS Planning Inc
Kurt Brown
Control person · since September 2017
- Owns 25% to 50% of PDS Planning Inc
James Rogers
Control person · since January 2022
- Owns 10% to 25% of PDS Planning Inc
Rita Itsell
Control person · since January 2014
PDS Planning’s regulatory assets grew 2.3× from $942M (April 2021) to $2.17B (March 2026); clients rose from 577 to 614 and employees from 14 to 19.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $2.17B | 614 | 19 | 1 |
| March 2025 | $1.79B | 607 | 17 | 1 |
| March 2024 | $1.39B | 599 | 16 | 1 |
| March 2023 | $1.05B | 590 | 16 | 1 |
| April 2022 | $1.13B | 592 | 16 | 1 |
| April 2021 | $942M | 577 | 14 | 1 |
Besides its headquarters, PDS Planning has 0 offices, with 1 listed address in Ohio.
Ohio · 1 listed address
- 475 Metro Place S., Suite 460, DublinHQ
Contact and registration details
- Legal name
- PDS Planning Inc
- Headquarters
- 475 Metro Place S., Suite 460, Dublin, OH 43017
- Website
- pdsplanning.com
- Phone
- 614-481-8449
- @pds-planning-inc-
- SEC file
- 801-33041
- Founded
- 1985
- Structure
- Ohio corporation
- Fiscal year end
- December
PDS Planning uses Charles Schwab ($2.02B) as custodian for its separately managed accounts. PDS Planning has custody of $765M in client assets for 471 clients.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $2.02B100%
At year end, PDS Planning’s separately managed accounts were mostly in funds (58%) and stocks (32%). Its reported 13F holdings for the quarter ended 30 June 2026 total $1.73B across 609 positions; the largest are Vanguard Tax-managed Fds (7.3%), iShares TR (6.8%) and iShares TR (5.0%).
What the accounts hold
- Stocks32%
- Funds58%
- Bonds4%
- State and local bonds2%
- U.S. government and agency bonds1%
- Investment grade corporate bonds1%
- Cash7%
Reported 13F holdings
- $1.73B
- Reported 13F value
- 609
- Positions
- 43.8%
- In the 10 largest
- +14.0%
- Value vs. prior quarter
- Vanguard Tax-managed Fds · Van FTSE Dev Mkt7.3%
- iShares TR · Core S&P500 ETF6.8%
- iShares TR · Core US Aggbd ET5.0%
- Vanguard Index Fds · Mid Cap ETF4.5%
- American Centy ETF TR · US Sml CP Valu4.4%
- Vanguard Specialized Funds · Div App ETF4.0%
- Vanguard Intl Equity Index F · FTSE Emr Mkt ETF3.7%
- Vanguard Charlotte Fds · Total Int BD ETF2.9%
- iShares TR · Global REIT ETF2.6%
- iShares TR · Ishs 1-5yr Invs2.4%
Together, the ten largest are 43.8% of reported value.
How many clients does PDS Planning have?
PDS Planning has 614 clients and manages $2.17 billion for them, as of March 2026. They include 421 high-net-worth individuals, 186 individual clients and 7 charitable organizations.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 19 March 2026
What services does PDS Planning offer?
PDS Planning provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, selecting other managers, educational seminars, business succession planning, education planning, estate planning, insurance, philanthropic planning, retirement plan services, 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 PDS Planning use?
PDS Planning’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $2.02B. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 19 March 2026
How many financial advisors does PDS Planning have?
PDS Planning has 9 investment adviser representatives registered with state securities authorities, out of 19 employees, and 12 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 PDS Planning invest in?
At the end of its last fiscal year, PDS Planning’s separately managed accounts held 58% registered funds (mutual funds, ETFs, BDCs), 32% exchange-traded equities, 7% cash and equivalents, 2% state and local bonds, 1% U.S. government and agency bonds and 1% investment grade corporate bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns PDS Planning?
PDS Planning’s direct owners are Rita Itsell, Jamie Menges, Kurt Brown and James Rogers, each holding 50% or less.
Source: Form ADV Part 1A, Schedules A and B, filed 19 March 2026
How does PDS Planning get paid?
PDS Planning is paid through 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 PDS Planning registered with the SEC?
Yes, PDS Planning has been registered with the SEC as an investment adviser since 13 October 1988. Its CRD number is 106895 and its SEC file number is 801-33041.
Source: Form ADV Part 1A, Item 1, filed 19 March 2026; IAPD firm record
How do I contact PDS Planning?
PDS Planning’s main office is at 475 Metro Place S., Suite 460, Dublin, OH 43017. Its phone number is 614-481-8449. Its website is pdsplanning.com.