Private fund adviser · SAN Francisco, CA
Generate Capital Advisors, PB LLC
SEC-registered investment adviser · CRD 318680 · SEC 801-128744
At a glance
Generate Capital Advisors, PB LLC is an SEC-registered investment adviser based in SAN Francisco, California, with $737 million in regulatory assets under management as of its Form ADV filed September 9, 2026. Its largest client group by assets is pooled investment vehicles. By Form ADV it is a private fund adviser, ranked 2,635th of 4,686 private fund advisers and 6,376th of 17,210 SEC-registered advisers by assets.
Main office 415-360-3063As filed on Form ADV
- Regulatory AUM
- $737M
- Rank among private fund advisers
- #2,635 of 4,686
- Rank among all SEC RIAs
- #6,376 of 17,210
- Rank in California
- #736 of 1,873
- Clients
- 7
- Accounts
- 7
- Discretionary
- 100% of AUM
- Employees
- 29
- Advisory staff
- 11
- Offices
- 3
Owners and executives on its Form ADV
- Harseerit S. ThethiChief Financial Officer
- Madeleine HoggChief Administrative Officer
- Susan SeidelChief Compliance Officer
- Robert S. GosselinkChief Credit Investments Officer
Custody and brokerage
Custodian
Generate Capital Advisors, PB LLC’s Form ADV lists no custodian for separately managed accounts. Firms report one only when they manage $10 million or more in those accounts.
Who it serves
| Client type | Clients | Regulatory AUM | Share |
|---|---|---|---|
| Pooled investment vehicles | 7 | $737M | 100% |
Private funds
Generate Capital Advisors, PB LLC reports 4 private funds with $737M in gross assets: private equity funds (Form ADV Item 7.B).
Disciplinary disclosures
Generate Capital Advisors, PB LLC reports no disciplinary disclosures in Item 11 of Form ADV. Read the details on the SEC’s adviser search ↗
Services
- Portfolio management for pooled investment vehicles
How it’s paid
- A percentage of assets under management
- Performance-based fees
Form ADV and brochures on the SEC’s adviser search ↗
AtlasMembers
The full record on Generate Capital Advisors, PB 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, 2 years of filings
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- Growth over one, three and five years
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- Rank against 2,242 peers of its type and size
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- Owners and executives, with titles and stakes
- 4 namedLocked
- Main office, fax and compliance officer
- Locked
- Filing changes this year, with alerts
- 4Locked
Free while Atlas launches: create a free account and confirm your email. Every figure comes from SEC filings.
Background
Questions
How much does Generate Capital Advisors, PB LLC manage?
Generate Capital Advisors, PB LLC reports $737 million in regulatory assets under management across 7 accounts, 100% of it on a discretionary basis, on its Form ADV filed September 9, 2026.
What kind of firm is Generate Capital Advisors, PB LLC?
Generate Capital Advisors, PB LLC is a private fund adviser by its Form ADV answers. Private funds are at least half of its business by assets.
Who are Generate Capital Advisors, PB LLC’s clients?
By assets, its largest client types are pooled investment vehicles ($737 million, 7 clients).
Does Generate Capital Advisors, PB LLC manage private funds?
Yes. It reports 4 private funds with $737 million in gross assets, including private equity funds.
Does Generate Capital Advisors, PB LLC have any disciplinary history?
Generate Capital Advisors, PB LLC reports no disciplinary disclosures in Item 11 of its Form ADV. Check the SEC’s adviser search for the latest record.
Where these numbers come from
Every figure is Generate Capital Advisors, PB 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 (2026-09-09), 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). Ranks compare it by regulatory assets with every SEC-registered adviser and with firms of its type. 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 →