Tassel Capital Management provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, and education planning. Financial planning was provided to 1–10 clients last fiscal year.
Tassel Capital Management reports 245 clients. They include 155 individual clients, 85 high-net-worth individuals, and 5 corporations and other businesses. Of its assets, 100.0% ($266M across 850 accounts) are managed with discretion.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 63% | 24% |
| High-net-worth individuals | 35% | 66% |
| Pension and profit-sharing plans | Fewer than 5 | 1% |
| Charitable organizations | Fewer than 5 | 6% |
| Corporations and other businesses | 2% | 3% |
Client shares use reported counts. Client types without a reported count are excluded from that total.
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 155 | $64.3M | 24.2% | $415K |
| High-net-worth individuals | 85 | $174M | 65.6% | $2.05M |
| Pension and profit-sharing plans | Fewer than 5 | $3.52M | 1.3% | — |
| Charitable organizations | Fewer than 5 | $15.4M | 5.8% | — |
| Corporations and other businesses | 5 | $8.35M | 3.1% | $1.67M |
| Total | 245 | $266M | 100% | — |
- Clients
- 155
- Regulatory AUM
- $64.3M
- AUM share
- 24.2%
- Avg. per client
- $415K
- Clients
- 85
- Regulatory AUM
- $174M
- AUM share
- 65.6%
- Avg. per client
- $2.05M
- Clients
- Fewer than 5
- Regulatory AUM
- $3.52M
- AUM share
- 1.3%
- Avg. per client
- —
- Clients
- Fewer than 5
- Regulatory AUM
- $15.4M
- AUM share
- 5.8%
- Avg. per client
- —
- Clients
- 5
- Regulatory AUM
- $8.35M
- AUM share
- 3.1%
- Avg. per client
- $1.67M
Total
- Clients
- 245
- Regulatory AUM
- $266M
- 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
- 1–10
Tassel Capital Management charges 0.70%–1.10% a year for its Investment Management Services. The fee is billed in advance and is negotiable. The brochure also prices 2 other services, listed under fee details.
Fee details and sources
Other fees
- Financial Planning Services
- Hourly planning fees range up to $250 per hour, or a fixed project fee based on the expected hours; up to 50% may be invoiced on signing.
- Retirement Plan Advisory Services
- An annual asset-based fee of up to 1.00% of plan assets, billed quarterly in advance or in arrears, may be negotiable.
William Ertel owns 50% to 75% of Tassel Capital Management. The leadership team of Tassel Capital Management includes President William Ertel. It has 5 employees, 4 of them in advisory roles.
Leadership
- William ErtelPresident and Chief Compliance Officer
- Carlton WhitmanFinancial Planner
- Bradley KendallFinancial Planner
Investment adviser representatives
4 representatives listed in the SEC register as of 9 October 2026.
- William Boroughs Ertel
- Susan Jackson Kelly
- Bradley Palmer Kendall
- Carlton Whitman
Staff
- 5 employees
- 4 in advisory functions
- 4 state-registered reps
- Owns 50% to 75% of Tassel Capital Management, Inc.
William Ertel
Control person · since May 2002
- Owns 10% to 25% of Tassel Capital Management, Inc.
Carlton Whitman
since January 2022
- Owns 10% to 25% of Tassel Capital Management, Inc.
Bradley Kendall
since January 2024
Tassel Capital Management’s regulatory assets grew 2.3× from $116M (January 2021) to $266M (January 2026); clients rose from 171 to 245 and employees from 4 to 5.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| January 2026 | $266M | 245 | 5 | 1 |
| July 2025 | $225M | 236 | 4 | 1 |
| June 2024 | $183M | 219 | 4 | 2 |
| May 2023 | $144M | 208 | 4 | 1 |
| January 2022 | $165M | 208 | 4 | 1 |
| January 2021 | $116M | 171 | 4 | 1 |
Besides its headquarters, Tassel Capital Management has 0 offices, with 1 listed address in North Carolina.
North Carolina · 1 listed address
- 1220 Mann Drive, Suite 100, MatthewsHQ
Other business names
Tassel Capital Management has reported 3 other business names to the SEC.
- Tassel
- Tassel Capital
- Tassel Capital Management
Contact and registration details
- Legal name
- Tassel Capital Management, Inc.
- Headquarters
- 1220 Mann Drive, Suite 100, Matthews, NC 28105
- Website
- tasselcapital.com
- Phone
- 704-814-6780
- SEC file
- 801-120382
- Founded
- 2002
- Structure
- North Carolina corporation
- Fiscal year end
- December
Tassel Capital Management uses Fidelity ($266M) as custodian for its separately managed accounts. Tassel Capital Management has custody of $141M in client assets for 156 clients.
- FidelityFidelity Brokerage Services LLC · Smithfield, RI · $266M100%
At year end, Tassel Capital Management’s separately managed accounts were mostly in stocks (63%) and funds (34%). Its reported 13F holdings for the quarter ended 30 June 2026 total $214M across 45 positions; the largest are Dimensional ETF Trust (18.3%), Dimensional ETF Trust (12.4%) and Dimensional ETF Trust (11.3%).
What the accounts hold
- Stocks63%
- Funds34%
- Cash3%
Reported 13F holdings
- $214M
- Reported 13F value
- 45
- Positions
- 89.5%
- In the 10 largest
- +16.1%
- Value vs. prior quarter
- Dimensional ETF Trust · Intl Core Equity18.3%
- Dimensional ETF Trust · Core Fixe IN ETF12.4%
- Dimensional ETF Trust · US Core EQT Mkt11.3%
- Dimensional ETF Trust · World EX US Core10.2%
- Dimensional ETF Trust · US High Prof ETF10.0%
- Dimensional ETF Trust · US Small Cap ETF9.7%
- Dimensional ETF Trust · US Equi Mark ETF8.8%
- Columbia ETF TR I · Core Bond ETF6.3%
- Dimensional ETF Trust · Natl Mun BD ETF1.4%
- iShares TR · Rus 1000 Grw ETF1.2%
Together, the ten largest are 89.5% of reported value.
How many clients does Tassel Capital Management have?
Tassel Capital Management has 245 clients and manages $266 million for them, as of January 2026. They include 155 individual clients, 85 high-net-worth individuals, and 5 corporations and other businesses.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 26 January 2026
What services does Tassel Capital Management offer?
Tassel Capital Management provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, and education planning.
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 Tassel Capital Management charge?
Tassel Capital Management charges 0.70%–1.10% a year for its Investment Management Services. The fee is billed in advance and is negotiable.
Which custodians does Tassel Capital Management use?
Tassel Capital Management’s separately managed account assets are held at Fidelity Brokerage Services LLC (Smithfield, RI), with $266M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 26 January 2026
How many financial advisors does Tassel Capital Management have?
Tassel Capital Management has 4 investment adviser representatives registered with state securities authorities, out of 5 employees, and 4 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 Tassel Capital Management invest in?
At the end of its last fiscal year, Tassel Capital Management’s separately managed accounts held 63% exchange-traded equities, 34% registered funds (mutual funds, ETFs, BDCs) and 3% cash and equivalents.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Tassel Capital Management?
Tassel Capital Management’s direct owners are William Ertel (50% to 75%), Carlton Whitman (10% to 25%) and Bradley Kendall (10% to 25%).
Source: Form ADV Part 1A, Schedules A and B, filed 26 January 2026
How does Tassel Capital Management get paid?
Tassel Capital 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
Is Tassel Capital Management registered with the SEC?
Yes, Tassel Capital Management has been registered with the SEC as an investment adviser since 25 February 2021. Its CRD number is 121112 and its SEC file number is 801-120382.
Source: Form ADV Part 1A, Item 1, filed 26 January 2026; IAPD firm record
How do I contact Tassel Capital Management?
Tassel Capital Management’s main office is at 1220 Mann Drive, Suite 100, Matthews, NC 28105. Its phone number is 704-814-6780. Its website is tasselcapital.com.