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RIA comparison · SEC Form ADV

Edelman Financial Engines vs Creative Planning

Two independent wealth managers side by side: assets, clients, staff, services and fees, from each firm’s own filing.

The short answer

Edelman Financial Engines is the larger of the two, with $326B in regulatory assets to $296B at Creative Planning, 10% more than its rival, by their latest Form ADV filings. Edelman Financial Engines reports more individual clients (477,170 vs 87,051), while Creative Planning’s clients hold more on average (about $2.1 million each against $380,000). Edelman Financial Engines is based in Santa Clara, California and Creative Planning in Overland Park, Kansas.

FigureEdelman Financial EnginesCreative Planning
Regulatory AUM$326B$296B
National rank#3#4
HeadquartersSanta Clara, CaliforniaOverland Park, Kansas
Individual clients477,17087,051
High-net-worth clients45,65639,511
Average client assets$380,000$2.1 million
Accounts1,517,156320,323
Discretionary100% of AUM99% of AUM
Employees1,6791,650
Advisory staff5531,538
Clients per advisory employee86357
Offices132151
Form ADV filed2026-07-242026-07-10

Edelman Financial Engines

Full profile →

Services

  • Financial planning
  • Portfolio management for individuals and small businesses
  • Portfolio management for businesses and institutions
  • Pension consulting
  • Selecting other advisers
  • Periodicals or newsletters
  • Educational seminars and workshops

How it’s paid

  • A percentage of assets under management
  • Hourly charges
  • Subscription fees
  • Fixed fees
  • Other

Creative Planning

Full profile →

Services

  • Financial planning
  • Portfolio management for individuals and small businesses
  • Portfolio management for pooled investment vehicles
  • 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

Questions

Which is bigger, Edelman Financial Engines or Creative Planning?

Edelman Financial Engines, with $326B in regulatory assets under management against $296B at Creative Planning. Nationally they rank #3 and #4 among 5,657 independent wealth management RIAs.

How many clients do Edelman Financial Engines and Creative Planning have?

Edelman Financial Engines reports 477,170 individual clients (45,656 high-net-worth) with 553 advisory employees; Creative Planning reports 87,051 (39,511 high-net-worth) with 1,538 advisory employees.

How do Edelman Financial Engines and Creative Planning charge clients?

Only Edelman Financial Engines lists subscription fees; other forms of compensation on Form ADV. Fee schedules and minimums are in each firm’s Form ADV Part 2A brochure.

What services do Edelman Financial Engines and Creative Planning offer?

Edelman Financial Engines lists periodicals or newsletters, which Creative Planning does not. Creative Planning lists portfolio management for pooled investment vehicles, which Edelman Financial Engines does not. Both offer financial planning; portfolio management for individuals and small businesses; portfolio management for businesses and institutions; pension consulting; selecting other advisers; educational seminars and workshops.

More comparisons

Where these numbers come from

Every figure is the firm’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). Average client assets divide the assets held for individual and high-net-worth clients by their number. Ranks compare each firm with all US-based independent wealth management RIAs, the same field as The Largest RIAs. Figures can lag recent deals and market moves.

Not an endorsement or a recommendation of either firm. Before hiring an adviser, read its Form ADV Part 2A brochure and check its record on the SEC’s adviser search: Edelman Financial Engines ↗, Creative Planning ↗. How to check a financial advisor →