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RIA comparison · SEC Form ADV

Vanguard Advisers, Inc. 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

Vanguard Advisers, Inc. is the larger of the two, with $345B in regulatory assets to $296B at Creative Planning, 17% more than its rival, by their latest Form ADV filings. Vanguard Advisers, Inc. reports more individual clients (791,495 vs 87,051), while Creative Planning’s clients hold more on average (about $2.1 million each against $420,000). Vanguard Advisers, Inc. is based in Malvern, Pennsylvania and Creative Planning in Overland Park, Kansas.

FigureVanguard Advisers, Inc.Creative Planning
Regulatory AUM$345B$296B
National rank#2#4
HeadquartersMalvern, PennsylvaniaOverland Park, Kansas
Individual clients791,49587,051
High-net-worth clients80,15939,511
Average client assets$420,000$2.1 million
Accounts791,528320,323
Discretionary35% of AUM99% of AUM
Employees2,2081,650
Advisory staff1,9031,538
Clients per advisory employee41657
Offices2,226151
Form ADV filed2026-09-242026-07-10

Vanguard Advisers, Inc.

Full profile →

Services

  • Financial planning
  • Portfolio management for individuals and small businesses
  • Portfolio management for pooled investment vehicles
  • Portfolio management for businesses and institutions
  • Selecting other advisers

How it’s paid

  • A percentage of assets under management
  • Fixed fees

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, Vanguard Advisers, Inc. or Creative Planning?

Vanguard Advisers, Inc., with $345B in regulatory assets under management against $296B at Creative Planning. Nationally they rank #2 and #4 among 5,657 independent wealth management RIAs.

How many clients do Vanguard Advisers, Inc. and Creative Planning have?

Vanguard Advisers, Inc. reports 791,495 individual clients (80,159 high-net-worth) with 1,903 advisory employees; Creative Planning reports 87,051 (39,511 high-net-worth) with 1,538 advisory employees.

How do Vanguard Advisers, Inc. and Creative Planning charge clients?

Only Creative Planning lists hourly charges on Form ADV. Fee schedules and minimums are in each firm’s Form ADV Part 2A brochure.

What services do Vanguard Advisers, Inc. and Creative Planning offer?

Creative Planning lists pension consulting; educational seminars and workshops, which Vanguard Advisers, Inc. does not. Both offer financial planning; portfolio management for individuals and small businesses; portfolio management for pooled investment vehicles; portfolio management for businesses and institutions; selecting other advisers.

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: Vanguard Advisers, Inc. ↗, Creative Planning ↗. How to check a financial advisor →