The Norden Group provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, educational seminars, and insurance. Financial planning was provided to 11–25 clients last fiscal year.
The Norden Group reports 1,531 clients. They include 976 individual clients, 295 high-net-worth individuals, and 130 corporations and other businesses. Of its assets, 100.0% ($1.97B across 4,220 accounts) are managed with discretion. Of its clients, 1% are outside the U.S.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 64% | 14% |
| High-net-worth individuals | 19% | 74% |
| Pension and profit-sharing plans | 5% | 1% |
| Charitable organizations | 3% | 1% |
| Corporations and other businesses | 8% | 9% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 976 | $273M | 13.9% | $280K |
| High-net-worth individuals | 295 | $1.47B | 74.5% | $4.97M |
| Pension and profit-sharing plans | 81 | $26.9M | 1.4% | $333K |
| Charitable organizations | 49 | $21.7M | 1.1% | $443K |
| Corporations and other businesses | 130 | $181M | 9.2% | $1.39M |
| Total | 1,531 | $1.97B | 100% | $1.29M |
- Clients
- 976
- Regulatory AUM
- $273M
- AUM share
- 13.9%
- Avg. per client
- $280K
- Clients
- 295
- Regulatory AUM
- $1.47B
- AUM share
- 74.5%
- Avg. per client
- $4.97M
- Clients
- 81
- Regulatory AUM
- $26.9M
- AUM share
- 1.4%
- Avg. per client
- $333K
- Clients
- 49
- Regulatory AUM
- $21.7M
- AUM share
- 1.1%
- Avg. per client
- $443K
- Clients
- 130
- Regulatory AUM
- $181M
- AUM share
- 9.2%
- Avg. per client
- $1.39M
Total
- Clients
- 1,531
- Regulatory AUM
- $1.97B
- AUM share
- 100%
- Avg. per client
- $1.29M
- Clients outside the U.S.
- 1%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 11–25
The Norden Group charges up to 2.50% a year for its Portfolio 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
- Fixed fee generally ranging from $0 to $75,000, negotiable depending on the scope and complexity of the plan; first half of the estimate due in advance.
- General Consulting
- Consulting is a fixed fee set case by case for the scope and complexity of the services, negotiable; no more than $500 prepaid six or more months ahead.
Garen Winn owns 50% to 75% of The Norden Group. The leadership team of The Norden Group includes Chief Compliance Officer Joseph Arce. It has 30 employees, 20 of them in advisory roles.
Leadership
- Joseph ArceChief Compliance Officer
- Brent CochranPartner
- Renn OlsenCheif Operating Officer
- Garen WinnPartner
- Seth MerrillPartner
Investment adviser representatives
22 representatives listed in the SEC register as of 9 October 2026.
- Alec Bruce Abbott
- Kylee Marie Adamson
- Joseph Phillip Arce
- Brent Alan Cochran
- Rachelle Dillingham
- Bradley Tyson Ferney
- Ahlin Rochelle Hafen
- Cody Joseph Hutchinson
- Shane Allen Jensen
- Raymond Wilhelm Johns
- Hayden Matthew Johnson
- Trent Lewis Johnson
- Matthew Kip Mendenhall
- Seth Larson Merrill
- Rachelle Morris
- Renn Michael Olsen
- Jason Morgan Perkins
- Nathan Leroy Rosell
- Brad Wilson Sorensen
- Tyson Lance Wakley
- Garen Tanner Winn
- Colter Alan Yde
Staff
- 30 employees
- 20 in advisory functions
- 21 state-registered reps
- 2 broker-dealer reps
- 17 insurance agents
- Owns 50% to 75% of The Norden Group LLC
Garen Winn
Control person · since February 2014
- Owns 50% to 75% of The Norden Group LLC
Seth Merrill
Control person · since February 2014
The Norden Group’s regulatory assets grew 10.4× from $190M (June 2023) to $1.97B (February 2026); clients rose from 80 to 1,531 and employees from 15 to 30.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| February 2026 | $1.97B | 1,531 | 30 | 5 |
| July 2025 | $1.74B | 1,563 | 29 | 5 |
| July 2024 | $987M | 1,092 | 21 | 6 |
| June 2023 | $190M | 80 | 15 | 6 |
Besides its headquarters, The Norden Group has 4 offices, with 5 listed addresses in California, Idaho and Utah.
Utah · 3 listed addresses
- 5255 N Edgewood Drive, Suite 225, ProvoHQ
- 216 W St. George Boulevard, St. George
- 5295 S. Commerce Drive, Salt Lake City
California · 1 listed address
- 610 Newport Center Drive, Newport Beach
Idaho · 1 listed address
- 591 Park Ave, Idaho Falls
Contact and registration details
- Legal name
- The Norden Group LLC
- Headquarters
- 5255 N Edgewood Drive, Suite 225, Provo, UT 84604
- Website
- thenordengroup.com
- Phone
- 801-331-5511
- @the-norden-group
- SEC file
- 801-127137
- Structure
- Utah LLC
- Fiscal year end
- December
The Norden Group uses Charles Schwab ($1.81B) as custodian for its separately managed accounts. The Norden Group has custody of $706M in client assets for 838 clients.
- Charles SchwabCharles Schwab & Co., Inc. · San Fransciso, CA · $1.81B100%
At year end, The Norden Group’s separately managed accounts were mostly in stocks (66%) and bonds (18%). Its reported 13F holdings for the quarter ended 30 June 2026 total $1.22B across 701 positions; the largest are Apple Inc. (4.9%), Nvidia Corporation (4.7%) and Pgim ETF TR (4.6%).
What the accounts hold
- Stocks66%
- Exchange-traded equities62%
- Non-exchange-traded equities4%
- Funds13%
- Bonds18%
- Investment grade corporate bonds8%
- State and local bonds6%
- High-yield corporate bonds3%
- U.S. government and agency bonds1%
- Cash3%
Reported 13F holdings
- $1.22B
- Reported 13F value
- 701
- Positions
- 26.4%
- In the 10 largest
- +17.2%
- Value vs. prior quarter
- Apple Inc.4.9%
- Nvidia Corporation4.7%
- Pgim ETF TR · Aaa Clo ETF4.6%
- Microsoft Corp.2.2%
- Alphabet Inc. · Cap Stk CL A2.0%
- Amazon Com Inc.1.9%
- iShares TR · Core S&P500 ETF1.8%
- Broadcom Inc.1.6%
- SPDR Series Trust · ST Str Blo 1 ETF1.3%
- Micron Technology Inc.1.3%
Together, the ten largest are 26.4% of reported value.
How many clients does The Norden Group have?
The Norden Group has 1,531 clients and manages $1.97 billion for them, as of February 2026. They include 976 individual clients, 295 high-net-worth individuals, and 130 corporations and other businesses.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 2 February 2026
What services does The Norden Group offer?
The Norden Group provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, educational seminars, and insurance.
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 The Norden Group charge?
The Norden Group charges up to 2.50% a year for its Portfolio Management Services. The fee is billed in advance and is negotiable.
Source: THE NORDEN GROUP LLC ADV BROCHURE, filed 2 February 2026
Which custodians does The Norden Group use?
The Norden Group’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Fransciso, CA), with $1.81B. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 2 February 2026
How many financial advisors does The Norden Group have?
The Norden Group has 21 investment adviser representatives registered with state securities authorities, out of 30 employees, and 20 perform investment advisory functions. 2 employees are registered representatives of a broker-dealer and 17 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 The Norden Group invest in?
At the end of its last fiscal year, The Norden Group’s separately managed accounts held 62% exchange-traded equities, 13% registered funds (mutual funds, ETFs, BDCs), 8% investment grade corporate bonds, 6% state and local bonds, 4% non-exchange-traded equities, 3% high-yield corporate bonds, 3% cash and equivalents and 1% U.S. government and agency bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns The Norden Group?
The Norden Group’s direct owners are Garen Winn (50% to 75%) and Seth Merrill (50% to 75%).
Source: Form ADV Part 1A, Schedules A and B, filed 2 February 2026
How does The Norden Group get paid?
The Norden Group 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 The Norden Group?
The Norden Group’s main office is at 5255 N Edgewood Drive, Suite 225, Provo, UT 84604. Its phone number is 801-331-5511. Its website is thenordengroup.com.