CREATIVE PLANNING, LLC
DBA: CREATIVE PLANNING
AUM Over Time
Discretionary
Non-Discretionary
At a Glance
| Total AUM | $295.57B |
| Discretionary | $291.93B99% of AUM |
| Non-Discretionary | $3.64B |
| Client Accounts | 320,323 |
| Avg Account Size | $923K |
| Employees | 1,650 |
| Peak AUM | $295.57BMar 2026 |
| AUM CAGR | +44.1% /yrover 25 yrs · 209 filings |
AUM by Client Type
Total AUM
$295.6B
Firm Change Matrix
| Metric | Latest | 1Y | 3Y CAGR | 5Y CAGR | Trend |
|---|---|---|---|---|---|
Firm Scale | |||||
| Total AUM | $295.6B | +36.0% | +31.3% | +32.0% | |
| Discretionary AUM | $291.9B | +36.0% | +31.2% | +32.5% | |
| Non-Disc. AUM | $3.6B | +30.7% | +37.9% | +9.5% | |
| Total Accounts | 320k | +18.8% | +16.2% | +19.4% | |
| Avg Account Size | $922,720.514 | +14.5% | +13.0% | +10.5% | |
| Employees | 2k | +15.5% | +12.3% | +22.4% | |
| AUM / Employee | $179M | +17.7% | +16.9% | +7.8% | |
Client AUM Segments | |||||
| Wealth AUM | $184.0B | +35.5% | +29.0% | +25.6% | |
| Institutional AUM | $110.7B | +35.7% | +35.5% | +49.0% | |
| Fund / Pooled AUM | $922M | +897.0% | +40.6% | — | |
Client Count Segments | |||||
| HNW Clients | 48k | +13.8% | +10.4% | +19.1% | |
| Institutional | 13k | +6.4% | +7.8% | +8.8% | |
| Pooled / Fund | 5 | +150.0% | +71.0% | — | |
| Individuals | 40k | +29.0% | +24.5% | +20.0% | |
Key Metrics
| Total AUM | $295.57B |
| Discretionary | $291.93B |
| Employees | 1650 |
| Client Accounts | 320323 |
| Client Range | More than 500 |
Contact & Location
Address
5454 W. 110TH STREET
OVERLAND PARK KS 66211
Phone
(866) 909-5148
Filing History
209 ADV Part 1 submissions
Fee Structure
% of AUMHourlyFixed Fees
Advisory Services
Financial PlanningPortfolio Mgmt (Individuals)Portfolio Mgmt (Institutional)Pension ConsultingAdviser SelectionPublications
Growth
AUM Growth Rate (Annualized YoY %)
Firm Profile
Normalized 0–100 scores across six dimensions.
Discretionary vs Non-Discretionary
Discretionary
$291.9B
98.8% of AUM
Non-Discretionary
$3.6B
1.2% of AUM
Disc. mix ▲ 0.0pp vs 1 year ago
Discretionary
Non-Discretionary
Average Account Size
AUM per Employee
Headcount Over Time
Total Employees
Advisory Staff
Clients
Client Account Growth
Total Accounts
Discretionary
Non-Discretionary
Clients by Type (Latest)
Client Type Mix Over Time
High Net Worth
Individuals
Pooled Vehicles
Pension Plans
Corporations
Government
Risk & Structure
Regulatory Disclosures
✓ Clean RecordNo regulatory disclosures
Custody
Bank CustodyBroker-Dealer CustodySurprise Exam
Related Entities (Item 7)
Investment AdviserInsurance CompanyPension Consultant