Wealth manager, independent · Foster City, CA
Bailard, Inc.
SEC-registered investment adviser · CRD 110550 · SEC 801-8562
At a glance
Bailard, Inc. is an SEC-registered investment adviser based in Foster City, California, with $7.6B in regulatory assets under management as of its Form ADV filed September 17, 2026. It reports 1,068 individual clients, 831 of them high-net-worth, holding an average of about $5.0 million each, and 83 employees. That ranks it 143rd among the nation’s 5,657 independent wealth management RIAs and 20th of 714 in California. It reports 2 custodians for its clients’ separately managed accounts: Charles Schwab and BNY.
Main office 650-571-5800bailard.comLinkedInAs filed on Form ADV
- Regulatory AUM
- $7.6B
- Rank among independent wealth managers
- #143 of 5,657
- Rank among all SEC RIAs
- #1,621 of 17,210
- Rank in California
- #20 of 714
- Individual clients
- 1,068
- High-net-worth clients
- 831
- Accounts
- 2,825
- Discretionary
- 99% of AUM
- Employees
- 83
- Advisory staff
- 42
- Offices
- 3
Owners and executives on its Form ADV
- Sonya T. MughalChief Executive Officer; Director of Bailard, Inc, Bb&k Holdings, and Bailard General Partners I, Inc.
- Michael J. FaustEvp; President, Wealth Management; Director, Bailard, Inc. (since 05/2022)
- Blaine C. TownsendExecutive Vice President, Director of Srii
- Fuju WuSenior VP, Finance and Operations of Bailard, Inc.; Treasurer of Bailard, Inc. and Bb&k Holdings
- Pavita FleischerChief Compliance Officer
- David H. SmithChief Investment Officer
- James D. PinkertonEVP Head of Investments - Real Estate, Co-Ceo of Bailard Real Estate Investment Truts, Inc.
- Tess W. GruensteinEVP Head of Portfolio Management - Real Estate, Co-Ceo of Bailard Real Estate Investment Truts, Inc.
Custody and brokerage
Broker-dealer
No broker-dealer ties
Bailard, Inc. reports no employees registered with a broker-dealer and no affiliated broker-dealer.
Who it serves
| Client type | Clients | Regulatory AUM | Share |
|---|---|---|---|
| High-net-worth individuals | 831 | $5.3B | 70% |
| Sovereign wealth funds and foreign official institutions | 1 | $982M | 13% |
| Pooled investment vehicles | 2 | $681M | 9% |
| Charitable organizations | 49 | $389M | 5% |
| Individuals | 237 | $110M | 1% |
| Investment companies | 3 | $62M | <1% |
| Other investment advisers | 1 | $33M | <1% |
| Corporations or other businesses | 10 | $22M | <1% |
| Pension and profit sharing plans | 3 | $16M | <1% |
Private funds
Bailard, Inc. reports 1 private funds with $14M in gross assets: hedge funds (Form ADV Item 7.B).
Disciplinary disclosures
Bailard, Inc. reports no disciplinary disclosures in Item 11 of Form ADV. Read the details on the SEC’s adviser search ↗
Services
- Financial planning
- Portfolio management for individuals and small businesses
- Portfolio management for investment companies
- Portfolio management for pooled investment vehicles
- Portfolio management for businesses and institutions
- Periodicals or newsletters
- Educational seminars and workshops
- Other services
How it’s paid
- A percentage of assets under management
- Fixed fees
- Performance-based fees
Form ADV and brochures on the SEC’s adviser search ↗bailard.com ↗
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The full record on Bailard, Inc.
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, ten years of filings
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- Growth over one, three and five years
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- Rank against 544 peers of its type and size
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- Owners and executives, with titles and stakes
- 8 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 California
All of California →| Firm | Regulatory AUM | Clients |
|---|---|---|
| Axxcess Wealth Management, LLCCarlsbad | $8.9B | 9,558 |
| Robertson StephensSAN Francisco | $8.8B | 2,236 |
| One Capital Management, LLCWestlake Village | $8.5B | 3,468 |
| NWF Advisory Services IncLOS Angeles | $6.4B | 11,433 |
| KCM Investment AdvisorsGreenbrae | $6.0B | 1,492 |
| Westmount Partners, LLCLOS Angeles | $5.9B | 1,418 |
Background
Questions
How much does Bailard, Inc. manage?
Bailard, Inc. reports $7.6B in regulatory assets under management across 2,825 accounts, 99% of it on a discretionary basis, on its Form ADV filed September 17, 2026.
How many clients does Bailard, Inc. have?
It reports 1,068 individual clients: 831 high-net-worth individuals and 237 other individuals. Individuals account for about 71% of its regulatory assets.
Where is Bailard, Inc. headquartered?
Its main office is in Foster City, California. It reports 3 offices in total and 83 employees, 42 of whom perform investment advisory functions.
How does Bailard, Inc. charge clients?
On Form ADV it lists these forms of compensation: a percentage of assets under management; fixed fees; performance-based fees. Fees and minimums are set out in its Form ADV Part 2A brochure, available on the SEC’s adviser search.
What custodian does Bailard, Inc. use?
It reports 2 custodians for its clients’ separately managed accounts: Charles Schwab and BNY. On Schedule D of its Form ADV filed September 17, 2026, it reports these amounts held: Charles Schwab ($4.8B); BNY ($982M). Form ADV lists only custodians holding 10% or more of separately managed account assets.
Is Bailard, Inc. a hybrid RIA with a broker-dealer?
Bailard, Inc. reports no employees registered with a broker-dealer and no affiliated broker-dealer.
Is Bailard, Inc. a fiduciary?
As an SEC-registered investment adviser, Bailard, Inc. owes its advisory clients a fiduciary duty under the Investment Advisers Act of 1940, which includes duties of care and loyalty. It reports no employees who are registered representatives of a broker-dealer.
Where these numbers come from
Every figure is Bailard, Inc.’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 (2026-09-17), 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 →