{"url":"https://nivawealth.com/firms/prien-asset-management-296462","iapdUrl":"https://adviserinfo.sec.gov/firm/summary/296462","regulatoryAum":153703156,"crd":"296462","adviserRoster":{"asOf":"2026-10-09","items":[{"crd":"1456850","suffix":null,"lastName":"ATHA","firstName":"DIANA","middleName":"MAE"},{"crd":"2240499","suffix":null,"lastName":"ATHA","firstName":"RICHARD","middleName":"L"},{"crd":"7739996","suffix":null,"lastName":"Davis","firstName":"Gifford","middleName":"C"},{"crd":"1988563","suffix":null,"lastName":"PRIEN","firstName":"CHRISTOPHER","middleName":"PAUL"}],"total":4,"loadedAt":"2026-10-10T00:20:19.761928+00:00","sourceUrl":"https://reports.adviserinfo.sec.gov/reports/CompilationReports/IA_INDVL_Feed_10_09_2026.xml.zip"},"history":[{"filedOn":"2024-07-22","regulatoryAum":113231308,"clients":236,"employees":5,"offices":4},{"filedOn":"2025-05-16","regulatoryAum":132519125,"clients":275,"employees":5,"offices":4},{"filedOn":"2026-03-24","regulatoryAum":153703156,"clients":290,"employees":5,"offices":4}],"secFileNumber":"801-128547","legalName":"Prien Asset Management, LLC","displayName":"Prien Asset Management","slug":"prien-asset-management-296462","website":"https://waterrockdividend.com/","classification":{"segment":"individuals","segmentLabel":"Wealth management","type":"independent_wealth_manager","typeLabel":"RIA","feeDisclosure":"full"},"founded":null,"organization":"New Mexico limited liability company","fiscalYearEnd":"December","headquarters":{"street":"6565 Americas Parkway Ne, Ste 200","city":"Albuquerque","state":"NM","stateName":"New Mexico","country":"United States","postalCode":"87110"},"tradeNames":[],"registration":{"secApproved":"10 August 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POLICY","fee_rate_low":0.5,"fee_rate_high":1.4,"fee_negotiable":null,"minimum_account":null,"feeMinimumPeriod":null,"fee_minimum_annual":null},{"role":"other","program":"Basic estate planning","summary":"Basic estate plan is a flat fee of $1,500 to $2,000, plus $250 for each property or entity added.","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1024754","versionId":1024754,"submittedOn":"2026-03-24","documentName":"FORM ADV PART 2A, 2B AND PRIVACY POLICY"},{"role":"other","program":"Financial planning","summary":"Financial planning is hourly at up to $250 per hour, or a fixed fee of $250 to $1,000 per engagement, negotiable.","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1024754","versionId":1024754,"submittedOn":"2026-03-24","documentName":"FORM ADV PART 2A, 2B AND PRIVACY POLICY"},{"role":"other","program":"Held-away accounts (Pontera)","summary":"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.","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1024754","versionId":1024754,"submittedOn":"2026-03-24","documentName":"FORM ADV PART 2A, 2B AND PRIVACY POLICY"}],"brochureCoverage":{"scope":"sec_inventory","status":"reviewed","checkedAt":"2026-10-22T16:02:17.388236+00:00","documents":[{"name":"FORM ADV PART 2A, 2B AND PRIVACY POLICY","status":"read","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1024754","versionId":1024754,"submittedOn":"2026-03-24"}]},"custodians":[{"name":"Charles Schwab & Co., Inc.","shortName":"Charles Schwab","location":"San Francisco, CA","smaAssets":153708156}],"custodyNote":"Prien Asset Management does not have custody of client assets.","otherCustodians":[],"leadership":[{"name":"Christopher Prien","title":"Managing Director/Chief Compliance Officer","crd":"1988563"}],"ownership":[{"label":"Christopher Prien","detail":"Managing director/chief compliance officer in the 75% or more ownership band and a control person, since April 2018."}],"branchOffices":null,"filedOffices":{"otherThanPrincipal":3,"privateResidences":2},"listedOfficeAddresses":2,"foreignOffices":[],"officesByState":[{"state":"New Mexico","offices":2,"addresses":[{"street":"6565 Americas Parkway Ne, Ste 200","city":"Albuquerque","headquarters":true},{"street":"100 Sun Ave Ne","city":"Albuquerque"}]}],"advFacts":{"source":{"file":"ia100226.zip","asOf":"2 October 2026"},"telephone":"505-831-6342","stateRegisteredReps":5,"otherAdviserReps":0,"compensation":["A percentage of assets under management","Hourly charges","Fixed fees (other than subscription fees)"],"activities":["Financial planning services","Portfolio management for individuals and/or small businesses","Selection of other advisers (including private fund managers)"],"financialPlanningClients":"1-10","assetMix":[{"label":"Exchange-traded equity securities","percent":26},{"label":"Non-exchange-traded equity securities","percent":23},{"label":"U.S. government/agency bonds","percent":14},{"label":"U.S. state and local bonds","percent":6},{"label":"Investment grade corporate bonds","percent":5},{"label":"Non-investment grade corporate bonds","percent":1},{"label":"Securities issued by registered investment companies or business development companies","percent":15},{"label":"Cash and cash equivalents","percent":10}],"privateFunds":0},"sources":{"adv1FilingDate":"24 March 2026","adv1Url":"https://reports.adviserinfo.sec.gov/reports/ADV/296462/PDF/296462.pdf","brochureDate":"24 March 2026","brochureUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1024754","iapdCompiledDate":null,"retrievedDate":"15 October 2026","retrievedOn":"2026-10-15","updatedOn":"2026-10-22","holdingsUpdatedOn":"2026-10-21","adv1Pages":{},"brochurePages":{}},"otherBusiness":[],"faq":[{"question":"How many clients does Prien Asset Management have?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"What services does Prien Asset Management offer?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"How much does Prien Asset Management charge?","answer":"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","sourceRef":{"doc":"brochure","section":"fees"}},{"question":"Which custodians does Prien Asset Management use?","answer":"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","sourceRef":{"doc":"adv1","section":"custodians"}},{"question":"How many financial advisors does Prien Asset Management have?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"What does Prien Asset Management invest in?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"Who owns Prien Asset Management?","answer":"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","sourceRef":{"doc":"adv1","section":"scheduleA"}},{"question":"How does Prien Asset Management get paid?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"How do I contact Prien Asset Management?","answer":"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.","source":"Form ADV Part 1A, Item 1.F, filed 24 March 2026","sourceRef":{"doc":"adv1","section":"offices"}}],"holdings":null,"notice":"Compiled from public SEC Form ADV filings on the dates in `sources`. Facts as filed; not a rating, ranking, or recommendation. Niva is not affiliated with this firm. Disciplinary history is deliberately not included here or on the page; the SEC publishes the complete record at the `iapdUrl` above."}