Wealth manager, independent · Lincoln, NE
Ameritas Advisory Services, LLC
SEC-registered investment adviser · CRD 317245 · SEC 801-55153
At a glance
Ameritas Advisory Services, LLC is an SEC-registered investment adviser based in Lincoln, Nebraska, with $14B in regulatory assets under management as of its Form ADV filed October 1, 2026. It reports 29,363 individual clients, 904 of them high-net-worth, holding an average of about $0.4 million each, and 797 employees. That ranks it 70th among the nation’s 5,657 independent wealth management RIAs and 2nd of 41 in Nebraska. It reports 2 custodians for its clients’ separately managed accounts: Fidelity and Charles Schwab.
Main office 800-335-9858ameritas.comAs filed on Form ADV
- Regulatory AUM
- $14B
- Rank among independent wealth managers
- #70 of 5,657
- Rank among all SEC RIAs
- #1,112 of 17,210
- Rank in Nebraska
- #2 of 41
- Individual clients
- 29,363
- High-net-worth clients
- 904
- Accounts
- 45,299
- Discretionary
- 52% of AUM
- Employees
- 797
- Advisory staff
- 366
- Offices
- 248
Owners and executives on its Form ADV
- Ryan C. BeasleyMember, Board of Directors
- Matthew J. KinsellaVice President & Chief Compliance Officer
- Richard A. BertholdVice President, Service & Operations
- Jeremy M. RobsonPresident
- Michele X. WuBoard of Directors
- Kelly J. HalversonMember, Board of Directors
- Roger A. RuzVice President, Sales Supervision
- Rollin L. BielSecond VP, Financial Reporting
- Orlando R. CruzMember, Board of Directors
Custody and brokerage
Broker-dealer
Hybrid RIA
Ameritas Advisory Services, LLC is a hybrid RIA: 422 of its employees are also registered representatives of a broker-dealer. It names an affiliated broker-dealer: Ameritas Investment Company, LLC.
- Ameritas Investment Company, LLC ↗CRD 14869
An introducing broker-dealer: its trades clear through National Financial Services (Fidelity), which holds the brokerage accounts. Its annual audited report filed with the SEC, March 2026
Who it serves
| Client type | Clients | Regulatory AUM | Share |
|---|---|---|---|
| Individuals | 28,459 | $9.0B | 65% |
| High-net-worth individuals | 904 | $4.2B | 30% |
| Corporations or other businesses | 202 | $432M | 3% |
| Charitable organizations | 65 | $110M | <1% |
| Pension and profit sharing plans | 87 | $42M | <1% |
| Insurance companies | 1 | $5M | <1% |
Disciplinary disclosures
Ameritas Advisory Services, LLC answers yes to 19 disclosure items in Item 11 of Form ADV (criminal, regulatory or civil matters involving the firm or its advisory affiliates). Read the details on the SEC’s adviser search ↗
Services
- Financial planning
- Portfolio management for individuals and small businesses
- Portfolio management for businesses and institutions
- Pension consulting
- Selecting other advisers
- Educational seminars and workshops
How it’s paid
- A percentage of assets under management
- Hourly charges
- Fixed fees
- Other
Form ADV and brochures on the SEC’s adviser search ↗ameritas.com ↗
AtlasMembers
The full record on Ameritas Advisory Services, LLC
Ten years of SEC filings, its owners and contacts, and how it stacks up against its peers. Atlas members see all of it.
- Assets, accounts, clients and staff, 4 years of filings
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- Growth over one, three and five years
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- Rank against 314 peers of its type and size
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- Owners and executives, with titles and stakes
- 9 namedLocked
- Main office, fax and compliance officer
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- Filing changes this year, with alerts
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Free while Atlas launches: create a free account and confirm your email. Every figure comes from SEC filings.
Similar-size RIAs in Nebraska
All of Nebraska →| Firm | Regulatory AUM | Clients |
|---|---|---|
| CWM, LLCOmaha | $51B | 52,263 |
| Avior Wealth Management, LLCOmaha | $6.5B | 4,775 |
| Lutz FinancialOmaha | $3.2B | 845 |
| Pittenger & Anderson IncLincoln | $3.0B | 894 |
| Private Wealth Asset ManagementOmaha | $2.5B | 559 |
| Wealthplan Investment Management LLCOmaha | $2.2B | 2,068 |
Compare Ameritas Advisory Services, LLC with
- Ameritas Advisory Services, LLC vs CWM, LLC $51B · Omaha, NE
- Ameritas Advisory Services, LLC vs Coldstream Wealth Management $14B · Bellevue, WA
- Ameritas Advisory Services, LLC vs Sapient Capital LLC $14B · Indianapolis, IN
- Ameritas Advisory Services, LLC vs Kestra Private Wealth Services, LLC $13B · Austin, TX
- Ameritas Advisory Services, LLC vs The Mather Group, LLC $13B · Chicago, IL
Background
Questions
How much does Ameritas Advisory Services, LLC manage?
Ameritas Advisory Services, LLC reports $14B in regulatory assets under management across 45,299 accounts, 52% of it on a discretionary basis, on its Form ADV filed October 1, 2026.
How many clients does Ameritas Advisory Services, LLC have?
It reports 29,363 individual clients: 904 high-net-worth individuals and 28,459 other individuals. Individuals account for about 96% of its regulatory assets.
Where is Ameritas Advisory Services, LLC headquartered?
Its main office is in Lincoln, Nebraska. It reports 248 offices in total and 797 employees, 366 of whom perform investment advisory functions.
How does Ameritas Advisory Services, LLC charge clients?
On Form ADV it lists these forms of compensation: a percentage of assets under management; hourly charges; fixed fees; other. Fees and minimums are set out in its Form ADV Part 2A brochure, available on the SEC’s adviser search.
What custodian does Ameritas Advisory Services, LLC use?
It reports 2 custodians for its clients’ separately managed accounts: Fidelity and Charles Schwab. On Schedule D of its Form ADV filed July 20, 2026, it reports these amounts held: Fidelity ($6.4B); Charles Schwab ($3.1B). Form ADV lists only custodians holding 10% or more of separately managed account assets.
Is Ameritas Advisory Services, LLC a hybrid RIA with a broker-dealer?
Ameritas Advisory Services, LLC is a hybrid RIA: 422 of its employees are also registered representatives of a broker-dealer. It names an affiliated broker-dealer: Ameritas Investment Company, LLC. Ameritas Investment Company, LLC clears through National Financial Services (Fidelity), according to its annual report filed with the SEC. Those representatives can also earn commissions on brokerage business through the broker-dealer, where different rules apply than for advisory accounts.
Is Ameritas Advisory Services, LLC a fiduciary?
As an SEC-registered investment adviser, Ameritas Advisory Services, LLC owes its advisory clients a fiduciary duty under the Investment Advisers Act of 1940, which includes duties of care and loyalty. 422 of its employees are also registered representatives of a broker-dealer, where different rules apply to brokerage recommendations.
Where these numbers come from
Every figure is Ameritas Advisory Services, LLC’s own answer on its latest Form ADV, from the SEC’s registered-adviser list as of October 1, 2026: regulatory assets and accounts (Item 5.F), clients by type (5.D), employees (5.A and 5.B), compensation (5.E) and services (5.G). Custodians come from Schedule D 5.K(3) of its latest filing (2026-07-20), which lists those holding 10% or more of separately managed account assets and the amount at each. “Hybrid” means some employees are also registered representatives of a broker-dealer (Item 5.B(2)); affiliated broker-dealers are the related persons it lists in Item 7.A and Schedule D. Firm type comes from its own answers: broker-dealer firms are registered broker-dealers themselves (Item 6.A); private fund advisers manage mostly private funds (Item 7.B, 5.D); wealth managers manage at least half their assets for individuals (5.D). Its national rank compares it with every US-based independent wealth management RIA, the same field as The Largest RIAs. Figures are as of the firm’s last annual update, so they can lag recent deals and market moves. Regulatory AUM counts assets the firm continuously supervises and can differ from what a firm markets.
Not an endorsement or a recommendation. Before hiring any adviser, read its Form ADV Part 2A brochure and check its record on the SEC’s adviser search. How to check a financial advisor →