Prien Asset Management provides financial planning, portfolio management for individuals and small businesses, and selecting other managers. Financial planning was provided to 1–10 clients last fiscal year.
Prien Asset Management reports 290 clients. They include 252 individual clients, 37 high-net-worth individuals and 1 charitable organization. Of its assets, 100.0% ($154M across 290 accounts) are managed with discretion. It advised 195 clients without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 87% | 20% |
| High-net-worth individuals | 13% | 79% |
| Charitable organizations | <1% | <1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 252 | $31.4M | 20.4% | $125K |
| High-net-worth individuals | 37 | $122M | 79.5% | $3.3M |
| Charitable organizations | Fewer than 5 | $157K | 0.1% | $157K |
| Total | 290 | $154M | 100% | — |
- Clients
- 252
- Regulatory AUM
- $31.4M
- AUM share
- 20.4%
- Avg. per client
- $125K
- Clients
- 37
- Regulatory AUM
- $122M
- AUM share
- 79.5%
- Avg. per client
- $3.3M
- Clients
- Fewer than 5
- Regulatory AUM
- $157K
- AUM share
- 0.1%
- Avg. per client
- $157K
Total
- Clients
- 290
- Regulatory AUM
- $154M
- AUM share
- 100%
- Avg. per client
- —
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 195
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 1–10
Prien Asset Management charges 0.50%–1.40% a year for its Investment Management Services. The brochure also prices 3 other services, listed under fee details.
Fee details and sources
Other fees
- Basic estate planning
- Basic estate plan is a flat fee of $1,500 to $2,000, plus $250 for each property or entity added.
- Financial planning
- Financial planning is hourly at up to $250 per hour, or a fixed fee of $250 to $1,000 per engagement, negotiable.
- Held-away accounts (Pontera)
- Held-away accounts managed through Pontera are charged 1.40% down to 0.50% by account size, of which 0.25% is paid to Pontera.
Christopher Prien owns 75% or more of Prien Asset Management. The leadership team of Prien Asset Management includes Chief Compliance Officer Christopher Prien. It has 5 employees.
Leadership
- Christopher PrienManaging Director/Chief Compliance Officer
Investment adviser representatives
4 representatives listed in the SEC register as of 9 October 2026.
Staff
- 5 employees
- 5 in advisory functions
- 5 state-registered reps
- 3 insurance agents
- Owns 75% or more of Prien Asset Management, LLC
Christopher Prien
Control person · since April 2018
Prien Asset Management’s regulatory assets grew from $113M (July 2024) to $154M (March 2026); clients rose from 236 to 290 and employees were 5 in both filings.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $154M | 290 | 5 | 4 |
| May 2025 | $133M | 275 | 5 | 4 |
| July 2024 | $113M | 236 | 5 | 4 |
Besides its headquarters, Prien Asset Management has 3 offices (2 private residences, listed without an address), with 2 listed addresses in New Mexico.
New Mexico · 2 listed addresses
- 6565 Americas Parkway Ne, Ste 200, AlbuquerqueHQ
- 100 Sun Ave Ne, Albuquerque
Contact and registration details
- Legal name
- Prien Asset Management, LLC
- Headquarters
- 6565 Americas Parkway Ne, Ste 200, Albuquerque, NM 87110
- Website
- waterrockdividend.com
- Phone
- 505-831-6342
- SEC file
- 801-128547
- Structure
- New Mexico LLC
- Fiscal year end
- December
Prien Asset Management uses Charles Schwab ($154M) as custodian for its separately managed accounts. Prien Asset Management does not have custody of client assets.
The filed custodian amounts total more than regulatory assets under management. Each amount is shown as filed.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $154M100%
At year end, Prien Asset Management’s separately managed accounts were largely in stocks (49%) and bonds (26%).
What the accounts hold
- Stocks49%
- Exchange-traded equities26%
- Non-exchange-traded equities23%
- Funds15%
- Bonds26%
- U.S. government and agency bonds14%
- State and local bonds6%
- Investment grade corporate bonds5%
- High-yield corporate bonds1%
- Cash10%
How many clients does Prien Asset Management have?
Prien Asset Management has 290 clients and manages $154 million for them, as of March 2026. They include 252 individual clients, 37 high-net-worth individuals and 1 charitable organization.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 24 March 2026
What services does Prien Asset Management offer?
Prien Asset Management provides financial planning, portfolio management for individuals and small businesses, and selecting other managers.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Prien Asset Management charge?
Prien Asset Management charges 0.50%–1.40% a year for its Investment Management Services.
Source: FORM ADV PART 2A, 2B AND PRIVACY POLICY, filed 24 March 2026
Which custodians does Prien Asset Management use?
Prien Asset Management’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $154M. 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 March 2026
How many financial advisors does Prien Asset Management have?
Prien Asset Management has 5 investment adviser representatives registered with state securities authorities, out of 5 employees, and 5 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 3 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 Prien Asset Management invest in?
At the end of its last fiscal year, Prien Asset Management’s separately managed accounts held 26% exchange-traded equities, 23% non-exchange-traded equities, 15% registered funds (mutual funds, ETFs, BDCs), 14% U.S. government and agency bonds, 10% cash and equivalents, 6% state and local bonds, 5% investment grade corporate bonds and 1% high-yield 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 Prien Asset Management?
Prien Asset Management’s direct owner is Christopher Prien (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 24 March 2026
How does Prien Asset Management get paid?
Prien Asset Management 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 Prien Asset Management?
Prien Asset Management’s main office is at 6565 Americas Parkway Ne, Ste 200, Albuquerque, NM 87110. Its phone number is 505-831-6342. Its website is waterrockdividend.com.