Potentia RIA provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, insurance, and tax preparation. Financial planning was provided to 26–50 clients last fiscal year.
Potentia RIA reports 731 clients. They include 392 high-net-worth individuals, 330 individual clients, and 6 corporations and other businesses. Of its assets, 100.0% ($569M across 1,253 accounts) are managed with discretion. A wrap fee program the firm both sponsors and manages holds $472M.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 45% | 14% |
| High-net-worth individuals | 54% | 80% |
| Pension and profit-sharing plans | <1% | <1% |
| Charitable organizations | <1% | <1% |
| Corporations and other businesses | <1% | 6% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 330 | $80.9M | 14.2% | $245K |
| High-net-worth individuals | 392 | $453M | 79.6% | $1.16M |
| Pension and profit-sharing plans | Fewer than 5 | $256K | 0.0% | $128K |
| Charitable organizations | Fewer than 5 | $147K | 0.0% | $147K |
| Corporations and other businesses | 6 | $34.9M | 6.1% | $5.81M |
| Total | 731 | $569M | 100% | — |
- Clients
- 330
- Regulatory AUM
- $80.9M
- AUM share
- 14.2%
- Avg. per client
- $245K
- Clients
- 392
- Regulatory AUM
- $453M
- AUM share
- 79.6%
- Avg. per client
- $1.16M
- Clients
- Fewer than 5
- Regulatory AUM
- $256K
- AUM share
- 0.0%
- Avg. per client
- $128K
- Clients
- Fewer than 5
- Regulatory AUM
- $147K
- AUM share
- 0.0%
- Avg. per client
- $147K
- Clients
- 6
- Regulatory AUM
- $34.9M
- AUM share
- 6.1%
- Avg. per client
- $5.81M
Total
- Clients
- 731
- Regulatory AUM
- $569M
- 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
Potentia RIA charges 0.60%–2.00% a year for its Investment Management Services. The fee is billed in advance and is negotiable. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Financial Planning Services
- Stand-alone financial plans are fixed fees typically from $2,500 to $50,000; subscription planning is $250 to $3,500, billed monthly.
Kevin Swanson owns 75% or more of Potentia RIA. The leadership team of Potentia RIA includes Chief Compliance Officer Kevin Swanson. It has 16 employees, 7 of them in advisory roles.
Leadership
- Kevin SwansonChief Compliance Officer, Owner, Iar
- Nicole MorrisPartner
Investment adviser representatives
9 representatives listed in the SEC register as of 9 October 2026.
- Emily Linn Brillo
- Shannon Lorraine Corpuz
- Austin Cua
- Raghunandan Krishnan
- Christopher Roy Meade
- Craig Steven Pine
- Adam Joseph Roberts
- Kevin C. Swanson
- Sandra Louise Swanson
Staff
- 16 employees
- 7 in advisory functions
- 7 state-registered reps
- 2 broker-dealer reps
- 7 insurance agents
- Owns 75% or more of Potentia RIA, LLC
Kevin Swanson
Control person · since November 2023
- Owns 10% to 25% of Potentia RIA, LLC
Nicole Morris
Control person · since January 2024
Potentia RIA’s regulatory assets grew 1.8× from $310M (July 2024) to $569M (March 2026); clients rose from 645 to 731 and employees from 14 to 16.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $569M | 731 | 16 | 2 |
| May 2025 | $486M | 587 | 14 | 2 |
| July 2024 | $310M | 645 | 14 | 1 |
Besides its headquarters, Potentia RIA has 1 office, with 2 listed addresses in California.
California · 2 listed addresses
- 1226 Lincoln Ave, Suite 200, San JoseHQ
- 3247 W March Lane, Stockton
Contact and registration details
- Legal name
- Potentia RIA, LLC
- Headquarters
- 1226 Lincoln Ave, Suite 200, San Jose, CA 95125
- Website
- potentiawealth.com
- Phone
- 408-288-7886
- @potentia-wealth
- SEC file
- 801-129366
- Founded
- 2023
- Structure
- California LLC
- Fiscal year end
- December
Potentia RIA uses LPL Financial ($569M) as custodian for its separately managed accounts. Potentia RIA has custody of $255M in client assets for 475 clients.
- LPL FinancialLPL Financial LLC · Fort Mill, SC · $569M100%
At year end, Potentia RIA’s separately managed accounts were mostly in funds (77%) and stocks (18%). Its reported 13F holdings for the quarter ended 30 June 2026 total $244M across 60 positions; the largest are State Str SPDR S&P 500 ETF T (24.5%), Apple Inc. (10.1%) and Pgim ETF TR (8.6%).
What the accounts hold
- Stocks18%
- Funds77%
- Bonds1%
- Cash4%
Reported 13F holdings
- $244M
- Reported 13F value
- 60
- Positions
- 71.1%
- In the 10 largest
- −5.7%
- Value vs. prior quarter
- State Str SPDR S&P 500 ETF T · TR Unit24.5%
- Apple Inc.10.1%
- Pgim ETF TR · Aaa Clo ETF8.6%
- SPDR Series Trust · ST Str P500val7.9%
- iShares TR · Rus 1000 Grw ETF4.0%
- Global X Fds · Defense Tech ETF3.5%
- Nvidia Corporation3.4%
- Alphabet Inc. · Cap Stk CL A3.3%
- Mfs Active Exchange Traded F · Value ETF3.1%
- J P Morgan Exchange Traded F · Active Growth2.7%
Together, the ten largest are 71.1% of reported value.
How many clients does Potentia RIA have?
Potentia RIA has 731 clients and manages $569 million for them, as of March 2026. They include 392 high-net-worth individuals, 330 individual clients, and 6 corporations and other businesses.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 31 March 2026
What services does Potentia RIA offer?
Potentia RIA provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, insurance, and tax preparation.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file; Part 2A brochure, Item 4
How much does Potentia RIA charge?
Potentia RIA charges 0.60%–2.00% a year for its Investment Management Services. The fee is billed in advance and is negotiable.
Source: POTENTIA 2026 ANNUAL ADV PART 2A, filed 31 March 2026
Which custodians does Potentia RIA use?
Potentia RIA’s separately managed account assets are held at LPL Financial LLC (Fort Mill, SC), with $569M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 31 March 2026
How many financial advisors does Potentia RIA have?
Potentia RIA has 7 investment adviser representatives registered with state securities authorities, out of 16 employees, and 7 perform investment advisory functions. 2 employees are registered representatives of a broker-dealer and 7 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 Potentia RIA invest in?
At the end of its last fiscal year, Potentia RIA’s separately managed accounts held 77% registered funds (mutual funds, ETFs, BDCs), 18% exchange-traded equities, 4% cash and equivalents 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 Potentia RIA?
Potentia RIA’s direct owners are Kevin Swanson (75% or more) and Nicole Morris (10% to 25%).
Source: Form ADV Part 1A, Schedules A and B, filed 31 March 2026
How does Potentia RIA get paid?
Potentia RIA 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
How do I contact Potentia RIA?
Potentia RIA’s main office is at 1226 Lincoln Ave, Suite 200, San Jose, CA 95125. Its phone number is 408-288-7886. Its website is potentiawealth.com.