Services and clients
Robert W. Baird & Co. provides financial planning, portfolio management for individuals and small businesses, portfolio management for investment companies, portfolio management for pooled vehicles, portfolio management for institutions, pension consulting, selecting other managers, publishing newsletters, and educational seminars.
Financial planning was provided to 500 clients last fiscal year. The firm advises 3 private funds.
Clients
Robert W. Baird & Co. reports 241,359 clients. They include 153,711 other individual clients, 82,420 high-net-worth individuals, and 1,709 pension and profit-sharing plans.
AUM per wealth client averages the assets reported for individuals and high-net-worth individuals over their reported client counts. It excludes institutional clients.
- Individuals (other than HNW)153,711 clients$33.33B in assets
- High-net-worth individuals82,420 clients$135.03B in assets
- Banking or thrift institutions18 clients$492.4M in assets
- Investment companies18 clients$157.93B in assets
- Pooled investment vehicles8 clients$1.25B in assets
- Other client types5,184 clients$66.04B in assetsPension and profit-sharing plans; Charitable organizations; State or municipal government entities; Other investment advisers; Insurance companies; Corporations and other businesses; Other
Show client breakdownHide client breakdown
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 153,711 | $33,330,262,618 | 8.5% | $217K |
| High-net-worth individuals | 82,420 | $135,033,059,436 | 34.3% | $1.64M |
| Banking or thrift institutions | 18 | $492,410,484 | 0.1% | $27.4M |
| Investment companies | 18 | $157,926,067,259 | 40.1% | $8.77B |
| Pooled investment vehicles | 8 | $1,251,541,376 | 0.3% | $156.4M |
| Pension and profit-sharing plans | 1,709 | $17,818,005,450 | 4.5% | $10.4M |
| Charitable organizations | 1,433 | $7,656,769,608 | 1.9% | $5.34M |
| State or municipal government entities | 76 | $8,182,270,345 | 2.1% | $107.7M |
| Other investment advisers | 254 | $480,391,971 | 0.1% | $1.89M |
| Insurance companies | 22 | $8,779,996,535 | 2.2% | $399.1M |
| Corporations and other businesses | 1,669 | $19,385,108,117 | 4.9% | $11.6M |
| Other | 21 | $3,732,918,281 | 0.9% | $177.8M |
| Total | 241,359 | $394,068,801,480 | 100% | $1.63M |
- Clients
- 153,711
- Regulatory AUM
- $33,330,262,618
- AUM share
- 8.5%
- Avg. per client
- $217K
- Clients
- 82,420
- Regulatory AUM
- $135,033,059,436
- AUM share
- 34.3%
- Avg. per client
- $1.64M
- Clients
- 18
- Regulatory AUM
- $492,410,484
- AUM share
- 0.1%
- Avg. per client
- $27.4M
- Clients
- 18
- Regulatory AUM
- $157,926,067,259
- AUM share
- 40.1%
- Avg. per client
- $8.77B
- Clients
- 8
- Regulatory AUM
- $1,251,541,376
- AUM share
- 0.3%
- Avg. per client
- $156.4M
- Clients
- 1,709
- Regulatory AUM
- $17,818,005,450
- AUM share
- 4.5%
- Avg. per client
- $10.4M
- Clients
- 1,433
- Regulatory AUM
- $7,656,769,608
- AUM share
- 1.9%
- Avg. per client
- $5.34M
- Clients
- 76
- Regulatory AUM
- $8,182,270,345
- AUM share
- 2.1%
- Avg. per client
- $107.7M
- Clients
- 254
- Regulatory AUM
- $480,391,971
- AUM share
- 0.1%
- Avg. per client
- $1.89M
- Clients
- 22
- Regulatory AUM
- $8,779,996,535
- AUM share
- 2.2%
- Avg. per client
- $399.1M
- Clients
- 1,669
- Regulatory AUM
- $19,385,108,117
- AUM share
- 4.9%
- Avg. per client
- $11.6M
- Clients
- 21
- Regulatory AUM
- $3,732,918,281
- AUM share
- 0.9%
- Avg. per client
- $177.8M
Total
- Clients
- 241,359
- Regulatory AUM
- $394,068,801,480
- AUM share
- 100%
- Avg. per client
- $1.63M
73.5% of assets ($289.49B across 216,498 accounts) are managed with discretion; $104.58B across 150,625 accounts are not. $180.20B sits in a wrap fee program the firm both sponsors and manages. 1% of clients are outside the U.S. 19,985 clients received advice without assets under management last fiscal year.
Additional activity details
- Clients outside the U.S.
- 1%
- Clients advised without assets under management last fiscal year
- 19,985
- Private funds advised
- 3
- Financial planning clients last fiscal year
- 500
Fees and minimums
Robert W. Baird & Co. is paid through a percentage of assets under management, hourly charges, fixed fees (other than subscription fees), commissions, performance-based fees and other.
Rates and terms vary by program. See the SEC brochures and fee pages for each schedule.
- BAIRD PRIVATE ASSET MANAGEMENT - WRAP
- Submitted 27 March 2026
- BAIRD GENERATIONAL WEALTH GROUP - WRAP
- Submitted 27 March 2026
- BAIRD ADVISORS
- Submitted 27 March 2026
- BAIRD PRIVATE ASSET MANAGEMENT
- Submitted 27 March 2026
- BAIRD GENERATIONAL WEALTH GROUP
- Submitted 27 March 2026
- BAIRD INSTITUTIONAL CONSULTING SERVICES
- Submitted 27 March 2026
- BAIRD EQUITY ASSET MANAGEMENT - CHAUTAUQUA CAPITAL MANAGEMENT
- Submitted 27 March 2026
- BAIRD FINANCIAL PLANNING SERVICES
- Submitted 27 March 2026
- BAIRD PRIVATE WEALTH MANAGEMENT
- Submitted 27 March 2026
- THE DDK GROUP - WRAP
- Submitted 27 March 2026
- THE DDK GROUP
- Submitted 27 March 2026
- BAIRD INSTITUTIONAL EQUITY RESEARCH SERVICES
- Submitted 27 March 2026
Private Asset Management wrap fee structure summary
Fees generally depend on account asset value. Other arrangements, such as flat fees, are also available.
Generational Wealth Group wrap fee structure summary
Fees generally depend on account asset value. Other arrangements, such as flat fees, are also available.
Baird Advisors fee structure summary
Baird Advisors calculates fees in arrears using the market value of managed assets, including accrued interest and investment cash. Assets across multiple accounts under one investment management agreement are generally aggregated for the calculation.
Private Asset Management fee structure summary
Fees generally depend on account asset value. Other arrangements, such as flat fees, are also available.
Generational Wealth Group fee structure summary
Fees generally depend on account asset value. Other arrangements, such as flat fees, are also available.
Institutional Consulting fee structure summary
Institutional Consulting offers quarterly asset-based fees paid in advance or arrears, an annual fixed fee paid quarterly in advance, or a one-time fixed fee. The one-time fee is payable when Baird accepts the consulting agreement.
Equity Asset Management and Chautauqua fee structure summary
The investment management agreement sets the actual compensation for separate accounts. Equity Asset Management generally charges ongoing asset-based fees, with the typical fee varying by total account value.
Financial Planning fee structure summary
Financial planning fees and payment terms are set in the agreement. Plan-related services generally use a flat fee, with hourly arrangements also available.
Private Wealth Management fee structure summary
The advisory agreement specifies actual compensation. Private Wealth Management generally charges ongoing asset-based Program Fees, while other options such as flat fees may be available.
DDK Group wrap fee structure summary
Fees generally depend on account asset value. Other arrangements, such as flat fees, are also available.
DDK Group fee structure summary
Fees generally depend on account asset value. Other arrangements, such as flat fees, are also available.
Institutional Equity Research fee structure summary
Institutional Equity Research fees are negotiated separately with each client based on the services and other factors. Payment terms are agreed by the parties, typically in arrears, and recorded in the agreement.
Fee pages: 5
Fee details and sources
BAIRD INSTITUTIONAL EQUITY RESEARCH SERVICES, submitted 27 March 2026.
Brochure and fee pagesFee pages: 5
THE DDK GROUP, submitted 27 March 2026.
Brochure and fee pagesTHE DDK GROUP - WRAP, submitted 27 March 2026.
Brochure and fee pagesBAIRD PRIVATE WEALTH MANAGEMENT, submitted 27 March 2026.
Brochure and fee pagesBAIRD FINANCIAL PLANNING SERVICES, submitted 27 March 2026.
Brochure and fee pagesBAIRD EQUITY ASSET MANAGEMENT - CHAUTAUQUA CAPITAL MANAGEMENT, submitted 27 March 2026.
Brochure and fee pagesBAIRD INSTITUTIONAL CONSULTING SERVICES, submitted 27 March 2026.
Brochure and fee pagesBAIRD GENERATIONAL WEALTH GROUP, submitted 27 March 2026.
Brochure and fee pagesBAIRD PRIVATE ASSET MANAGEMENT, submitted 27 March 2026.
Brochure and fee pagesBAIRD GENERATIONAL WEALTH GROUP - WRAP, submitted 27 March 2026.
Brochure and fee pagesOwnership and people
Baird Financial Corporation owns 75% or more of Robert W. Baird & Co., and Steven Booth is its CEO.
- Owns 75% or more of Robert W. Baird & Co. Incorporated
Baird Financial Corporation
Control person · since December 1982
- Owns 75% or more of Baird Financial Corporation
Baird Financial Group, Inc.
Control person · since December 2020
Staff
- 4,322 employees
- 3,170 in advisory functions
- 2,509 state-registered reps
- 3,426 broker-dealer reps
- 1,588 insurance agents
- 20 soliciting firms
Investments and reported holdings
What the accounts hold
- Stocks31%
- Exchange-traded equities30%
- Non-exchange-traded equities1%
- Funds46%
- Bonds18%
- U.S. government and agency bonds7%
- Investment grade corporate bonds7%
- State and local bonds4%
- Cash3%
- Other2%
- The assets generally include asset-backed and mortgage-backed securities.2%
Custodians
Robert W. Baird & Co.’s named custodians for separately managed accounts include Robert W. Baird & Co. ($181,140,962,366). Robert W. Baird & Co. has custody of $212.77B for 240,134 clients.
- Robert W. Baird & Co. IncorporatedMilwaukee, WI
- $181,140,962,366
Offices and registration details
Besides its headquarters, Robert W. Baird & Co. has 209 offices, with 27 listed addresses across 16 states.
Wisconsin · 5 listed addresses
- 777 E. Wisconsin Avenue, MilwaukeeHQ
- One Riverwood Place, Waukesha
- 8000 Excelsior Drive, Madison
- 12075 N. Corporate Parkway, Mequon
- 440 S. Washington Street, Green Bay
Kentucky · 3 listed addresses
- 100 W. Main Street, Lexington
- 500 W. Jefferson Street, Louisville
- 4803 Olympia Park Plaza, Louisville
Texas · 3 listed addresses
- 8333 Douglas Avenue, Dallas
- 550 Bailey Avenue, Fort Worth
- 945 Bunker Hill Road, Houston - Memorial City
Michigan · 2 listed addresses
- 300 Park Street, Birmingham
- 333 Bridge ST N.W., Grand Rapids
Ohio · 2 listed addresses
- 200 Public Square, Cleveland
- 3805 Edwards Road, Cincinnati
Pennsylvania · 2 listed addresses
- 12570 Perry Highway, Wexford
- 121 Champion Way, Canonsburg
Arizona · 1 listed address
- 14648 N. Scottsdale Road, Scottsdale
California · 1 listed address
- 1400 Rocky Ridge Drive, Roseville
Colorado · 1 listed address
- 210 University Boulevard, Denver
Illinois · 1 listed address
- 227 W. Monroe Street, Chicago
Indiana · 1 listed address
- 110 Main Street, Evansville
Maryland · 1 listed address
- 100 West Road, Towson
North Carolina · 1 listed address
- 4350 Congress Street, Charlotte
Oregon · 1 listed address
- 5400 Meadows Road, Lake Oswego
Tennessee · 1 listed address
- 1600 West End Avenue, Nashville
Washington · 1 listed address
- 925 4th Avenue, Seattle
Other business names
Robert W. Baird & Co. has reported 9 other business names to the SEC.
- Baird
- Baird Advisors
- Baird Equity Asset Management
- Baird Generational Wealth Group
- Baird Institutional Equities & Research
- Baird Private Asset Management
- Baird Private Wealth Management
- Chautauqua Capital Management
- The DDK Group
Registration details
- Legal name
- Robert W. Baird & Co. Incorporated
- Website
- Not reported
- Headquarters
- 777 E. Wisconsin Avenue, Milwaukee, WI 53202-5391
- SEC file
- 801-7571
- Structure
- Wisconsin corporation
- Fiscal year end
- December
- State notice filings
- 53 jurisdictions, most recently 3 July 2017
Notice filing jurisdictions
- Alabama
- Notice Filed · 27 May 1992
- Alaska
- Notice Filed · 9 April 1992
- Arizona
- Notice Filed · 15 January 2016
- Arkansas
- Notice Filed · 18 May 1992
- California
- Notice Filed · 8 July 1997
- Colorado
- Notice Filed · 23 June 1999
- Connecticut
- Notice Filed · 15 July 1997
- Delaware
- Notice Filed · 10 March 1992
- District of Columbia
- Notice Filed · 31 December 1995
- Florida
- Notice Filed · 9 March 1982
- Georgia
- Notice Filed · 15 May 1992
- Hawaii
- Notice Filed · 8 May 1998
- Idaho
- Notice Filed · 6 May 1992
- Illinois
- Notice Filed · 28 October 1976
- Indiana
- Notice Filed · 6 February 2001
- Iowa
- Notice Filed · 1 January 1999
- Kansas
- Notice Filed · 22 December 1997
- Kentucky
- Notice Filed · 5 March 2002
- Louisiana
- Notice Filed · 16 October 2001
- Maine
- Notice Filed · 15 June 1992
- Maryland
- Notice Filed · 18 May 1992
- Massachusetts
- Notice Filed · 17 March 2004
- Michigan
- Notice Filed · 5 March 2002
- Minnesota
- Notice Filed · 8 August 1988
- Mississippi
- Notice Filed · 9 December 1998
- Missouri
- Notice Filed · 1 May 1978
- Montana
- Notice Filed · 23 December 1997
- Nebraska
- Notice Filed · 31 July 1997
- Nevada
- Notice Filed · 26 November 1990
- New Hampshire
- Notice Filed · 8 June 1992
- New Jersey
- Notice Filed · 28 June 1996
- New Mexico
- Notice Filed · 16 April 1992
- New York
- Notice Filed · 22 November 1991
- North Carolina
- Notice Filed · 25 January 2001
- North Dakota
- Notice Filed · 28 May 1992
- Ohio
- Notice Filed · 1 September 1999
- Oklahoma
- Notice Filed · 1 January 1998
- Oregon
- Notice Filed · 31 March 2010
- Pennsylvania
- Notice Filed · 8 March 2002
- Puerto Rico
- Notice Filed · 9 October 1992
- Rhode Island
- Notice Filed · 1 January 1993
- South Carolina
- Notice Filed · 12 November 1997
- South Dakota
- Notice Filed · 4 March 1992
- Tennessee
- Notice Filed · 4 August 1997
- Texas
- Notice Filed · 6 July 1983
- Utah
- Notice Filed · 22 April 1992
- Vermont
- Notice Filed · 19 January 1995
- Virgin Islands
- Notice Filed · 12 April 2005
- Virginia
- Notice Filed · 19 May 1988
- Washington
- Notice Filed · 23 June 1998
- West Virginia
- Notice Filed · 4 March 1992
- Wisconsin
- Notice Filed · 23 June 1988
- Wyoming
- Notice Filed · 3 July 2017
This directory does not report disciplinary history, for any firm or individual, in either direction. The SEC publishes the complete record, including any disciplinary events, and it is the authoritative place to check one. See this firm's record on adviserinfo.sec.gov
Common questions
How many clients does Robert W. Baird & Co. have?
Robert W. Baird & Co. has 241,359 clients and manages $394.1 billion for them, as of September 2026. They include 153,711 other individual clients, 82,420 high-net-worth individuals, and 1,709 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 1 September 2026
What services does Robert W. Baird & Co. offer?
Robert W. Baird & Co. provides financial planning, portfolio management for individuals and small businesses, portfolio management for investment companies, portfolio management for pooled vehicles, portfolio management for institutions, pension consulting, selecting other managers, publishing newsletters, and educational seminars.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
Which custodians does Robert W. Baird & Co. use?
Robert W. Baird & Co.’s separately managed account assets are held at Robert W. Baird & Co. Incorporated (Milwaukee, WI), with $181,140,962,366. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 1 September 2026
How many financial advisors does Robert W. Baird & Co. have?
Robert W. Baird & Co. has 2,509 investment adviser representatives registered with state securities authorities, out of 4,322 employees, and 3,170 perform investment advisory functions. 3,426 employees are registered representatives of a broker-dealer and 1,588 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 Robert W. Baird & Co. invest in?
At the end of its last fiscal year, Robert W. Baird & Co.’s separately managed accounts held 46% registered funds (mutual funds, ETFs, BDCs), 30% exchange-traded equities, 7% U.S. government and agency bonds, 7% investment grade corporate bonds, 4% state and local bonds, 3% cash and equivalents, 2% other and 1% non-exchange-traded equities. The 2% other category is described as: The Assets Generally Include Asset-Backed and Mortgage-Backed Securities. It advises 3 private funds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Robert W. Baird & Co.?
Robert W. Baird & Co. is owned through a holding company by Baird Financial Group, Inc. Its direct owner is Baird Financial Corporation (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 1 September 2026
How does Robert W. Baird & Co. get paid?
Robert W. Baird & Co. is paid through a percentage of assets under management, hourly charges, fixed fees, commissions, performance-based fees and other arrangements.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file