AdvisorGrade
Fee-basedFiduciaryNationalInternational

Creative Planning

4.8★★★★★400 Google reviews

Creative Planning is a fee-based, SEC-registered investment adviser in Overland Park, Kansas, registered with the SEC since 1983, managing approximately $295.6B. As an SEC-registered adviser it is held to a fiduciary standard. Its exact fee schedule and account minimums are disclosed in Form ADV Part 2A.

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Source: SEC Form ADV · CRD #105348 · SEC #801-18564 · SEC-registered since 1983 (43 yrs) · Last filing data January 1, 2026

AUM
$295.6B

as of 2026

Fee model
Fee-based

per Form ADV 5.E

Clients
1,767

Form ADV 5.C — may be institutional

Employees
1,650

1,538 advisers

Assets per adviser

$192Mper adviser

A scale-normalized measure that lets you compare large and small firms. The typical firm in our directory manages about $102M per adviser — this firm runs leaner (more assets per adviser).

Overview

AI-generated summary

Creative Planning is a fee-based, SEC-registered investment adviser based in Overland Park, Kansas. It reported approximately $295.6B in regulatory assets under management on its most recent Form ADV. The firm reports one or more disclosure events on Form ADV Item 11 — see the disclosures section below.

This summary is generated from Form ADV data and may not capture all nuances. Always review the complete SEC filing before making decisions.

Firm details

CRD #
105348
SEC #
801-18564
Headquarters
Overland Park, KS
Employees
1,650

Clients served

Client types not reported on this filing.

Fees & compensation

  • Compensation model: Fee-based — the firm reports client fees and may also receive commissions on certain products.
  • Typical fee range: See Part 2A. Exact advisory fee rates are reported in Form ADV Part 2A, not Part 1.
  • Account minimum: See Part 2A. Minimums are disclosed in the firm's Part 2A brochure.
  • Custodial, trading, and fund expenses may apply in addition to advisory fees. See the firm's Form ADV Part 2A for the complete fee schedule.

Client reviews

4.8★★★★★400 Google reviews

Review highlights from Google

Google shows up to 5 of the most helpful reviews.

MMan Anand★★★★★· 3 weeks ago

“We have been clients of Creative Planning for approximately 14 years and recently visited their Overland Park office. The entire team was exceptionally professional, organized, and well-prepared. Michael Latinis provided outstanding personalized service, and Brian Williams offered thoughtful, practical estate-planning guidance tailored to our family's needs. The firm’s comprehensive approach to investment management, tax planning, estate planning, and trust services makes it a truly impressive o”

SScott Knackstedt★★★★★· 4 months ago

“Creative Planning has been a blessing as we get closer to retirement. They have all of the professionals to cover everything to do with our retirement in one place. I cannot say enough about their professionalism and knowledge helping us prepare and to make sure we are doing the right thing with our money. It continues to grow and they deal with our situation as an individual family, not a cookie cutter approach.”

SSusan Tideman★★★★★· 7 months ago

“We are just starting to work with Andrew Horsman and have already recommended others to meet with him. He is prepared for our meetings, walks us through the process and our options, and ensure we are aware of other services Creative Planning has able for our use! Andrew is currently helping us transition to retirement...a somewhat stressful life change, and we feel informed, and prepared.”

SShan Leatherman★★★★★· 3 months ago

“We always look forward to seeing our many advisors at Creative Planning as we know they are the best in the business. They are thorough with their analysis and helpful at tailoring our portfolio to fit our needs. Everyone we have met are a delight to work with and am so glad that they are helping us manage our investments to position us in a way that it maximizes our investments. I recommend them to all our friends.”

RRob Entzminger★★★★★· 4 months ago

“I had my annual account review with Creative Planning, and it was a great experience. Joe, my primary contact, made the session short and sweet while still covering everything that mattered. We had a clear exchange of information, and all relevant updates were explained in a straightforward and easy-to-understand way. I appreciate how efficient and well-organized the review was, and I continue to feel confident working with Creative Planning and Joe. Highly recommend”

Read all 400 reviews on Google ↗

Reviews are from Google Business Profile, shown as posted. AdvisorGrade.com does not solicit, edit, or verify individual reviews.

Assets under management

2026$295.6B
Assets under management by year
YearReported AUM
2026$295.6B

Reflects the most recent Form ADV filing. Multi-year history is added as additional historical filings are ingested.

Disclosures

1 disclosure on recordModerate severityAI-summarized from SEC filings
Total fines
$200,000
Restitution ordered
—
Most recent
2018
Regulators
1

Plain-English summaries are AI-generated from Creative Planning's Form ADV Disclosure Reporting Pages. A disclosure is not by itself a finding of wrongdoing, and many are settled without admitting or denying the findings. Always read the official record before drawing conclusions.

  • Moderate severityU.S. Securities and Exchange Commission (SEC)FinalSeptember 18, 2018

    The SEC found that Creative Planning aired hundreds of radio advertisements containing client testimonials, which SEC rules prohibited at the time — including on-air praise from a radio host who had become a client. The firm and its president were also found not to have adequately enforced parts of the firm's code of ethics around the ads and certain securities-account reporting. The matter was settled.

    Fine: $200,000Cease and desistFine

    Outcome: Settled by SEC cease-and-desist order on September 18, 2018; the firm paid a $200,000 penalty.

    Show the original filing language
    “THE SEC INSTITUTED A SETTLED ORDER AGAINST CREATIVE PLANNING, INC. ... CREATIVE PLANNING DISTRIBUTED HUNDREDS OF RADIO ADVERTISEMENTS THAT CONTAINED PROHIBITED CLIENT TESTIMONIALS. THE RADIO STATION DJ HAD BECOME A CLIENT ... CREATIVE AND MALLOUK FAILED TO ENFORCE THE FIRM'S CODE OF ETHICS WITH REGARD TO THE RADIO ADVERTISEMENTS.”
    View the source Form ADV ↗

In the news

Headlines from third-party news sources via Google News. AdvisorGrade.com does not endorse or verify their content.

Frequently asked questions

Is Creative Planning a fiduciary?+

Yes. Creative Planning is an SEC-registered investment adviser (CRD #105348), which means it is held to a fiduciary standard and must act in its clients' best interest. Verify its current status on the SEC's Investment Adviser Public Disclosure (IAPD) site.

How is Creative Planning compensated?+

Creative Planning reports a fee-based compensation model on its Form ADV. Fee-based advisers charge client fees and may also earn commissions on certain products. Exact fee rates and account minimums are disclosed in the firm's Form ADV Part 2A brochure.

How much money does Creative Planning manage?+

Creative Planning reported approximately $295.6B in regulatory assets under management as of its most recent Form ADV filing.

Does Creative Planning have any disclosures?+

Creative Planning reported one or more disclosure events on Form ADV Item 11 (regulatory action). A disclosure is not by itself a finding of wrongdoing; review the full Disclosure Reporting Pages on the SEC IAPD site.

This profile is generated from publicly available SEC filings. Creative Planning has not verified or endorsed this information. Last updated from filings: January 1, 2026. View the official filing at SEC IAPD.

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