Broker-dealer firm · Milwaukee, WI
Robert W. Baird & Co. Incorporated
SEC-registered investment adviser · CRD 8158 · SEC 801-7571
At a glance
Robert W. Baird & Co. Incorporated is an SEC-registered investment adviser based in Milwaukee, Wisconsin, with $394.1 billion in regulatory assets under management as of its Form ADV filed September 1, 2026. Its largest client group by assets is investment companies, and it reports 236,131 individual clients. By Form ADV it is a broker-dealer firm, ranked 10th of 391 broker-dealer firms and 63rd of 17,210 SEC-registered advisers by assets.
Main office 414-765-3500rwbaird.comLinkedInAs filed on Form ADV
- Regulatory AUM
- $394B
- Rank among broker-dealer firms
- #10 of 391
- Rank among all SEC RIAs
- #63 of 17,210
- Rank in Wisconsin
- #1 of 195
- Individual clients
- 236,131
- High-net-worth clients
- 82,420
- Accounts
- 367,123
- Discretionary
- 73% of AUM
- Employees
- 4,322
- Advisory staff
- 3,170
- Offices
- 210
Owners and executives on its Form ADV
- Patrick Steven LawtonDirector
- Michael John SchroederDirector
- Mary Ellen StanekDirector
- Steven Gregory BoothChairman, President, Chief Executive Officer
- Paul Lee SchultzGeneral Counsel, Secretary
- Laura K ThurowChief Operations Officer
- Angela Marie PalmerRegistered Investment Advisor CCO
- Christa Lynn GraversonChief Compliance Officer
- Erik Charles DahlbergDirector
- Jon A LangenfeldChief Financial Officer
Custody and brokerage
Custodian
- Robert W. Baird & Co. IncorporatedAffiliate of the firm$181B
Broker-dealer
Hybrid RIA
Robert W. Baird & Co. Incorporated is a hybrid RIA: 3,426 of its employees are also registered representatives of a broker-dealer. It names affiliated broker-dealers: Baird Strategas LLC, Robert W. Baird Gmbh and Robert W. Baird Limited.
- Baird Strategas LLC ↗CRD 149326
- Robert W. Baird Gmbh
- Robert W. Baird Limited
Its Form ADV brochure (filed March 2026) names Robert W. Baird & Co. as the broker-dealer its advisers are registered with.
Certain Baird associates and certain management persons of Baird are registered, or have an application pending to register, as registered representatives and associated persons of Baird to the extent necessary or appropriate to perform the
Who it serves
| Client type | Clients | Regulatory AUM | Share |
|---|---|---|---|
| Investment companies | 18 | $158B | 40% |
| High-net-worth individuals | 82,420 | $135B | 34% |
| Individuals | 153,711 | $33B | 8% |
| Corporations or other businesses | 1,669 | $19B | 5% |
| Pension and profit sharing plans | 1,709 | $18B | 5% |
| Insurance companies | 22 | $8.8B | 2% |
| State or municipal government entities | 76 | $8.2B | 2% |
| Charitable organizations | 1,433 | $7.7B | 2% |
| Other | 21 | $3.7B | <1% |
| Pooled investment vehicles | 8 | $1.3B | <1% |
| Banking or thrift institutions | 18 | $492M | <1% |
| Other investment advisers | 254 | $480M | <1% |
Private funds
Robert W. Baird & Co. Incorporated reports 3 private funds with $528M in gross assets: hedge funds, other private funds (Form ADV Item 7.B).
Disciplinary disclosures
Robert W. Baird & Co. Incorporated answers yes to 26 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 investment companies
- Portfolio management for pooled investment vehicles
- Portfolio management for businesses and institutions
- Pension consulting
- Selecting other advisers
- Periodicals or newsletters
- Educational seminars and workshops
- Other services
How it’s paid
- A percentage of assets under management
- Hourly charges
- Fixed fees
- Commissions
- Performance-based fees
- Other
Form ADV and brochures on the SEC’s adviser search ↗rwbaird.com ↗
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The full record on Robert W. Baird & Co. Incorporated
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 32 peers of its type and size
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- Owners and executives, with titles and stakes
- 10 namedLocked
- Main office, fax and compliance officer
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- Filing changes this year, with alerts
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Background
Questions
How much does Robert W. Baird & Co. Incorporated manage?
Robert W. Baird & Co. Incorporated reports $394.1 billion in regulatory assets under management across 367,123 accounts, 73% of it on a discretionary basis, on its Form ADV filed September 1, 2026.
What kind of firm is Robert W. Baird & Co. Incorporated?
Robert W. Baird & Co. Incorporated is a broker-dealer firm by its Form ADV answers. The firm is itself registered as a broker-dealer as well as an investment adviser.
Who are Robert W. Baird & Co. Incorporated’s clients?
By assets, its largest client types are investment companies ($157.9 billion, 18 clients); high-net-worth individuals ($135.0 billion, 82,420 clients); individuals ($33.3 billion, 153,711 clients).
Does Robert W. Baird & Co. Incorporated manage private funds?
Yes. It reports 3 private funds with $528 million in gross assets, including hedge funds, other private funds.
Does Robert W. Baird & Co. Incorporated have any disciplinary history?
Robert W. Baird & Co. Incorporated answers yes to 26 disclosure items in Item 11 of Form ADV, which covers criminal, regulatory and civil matters involving the firm or its advisory affiliates. The details are on the SEC’s adviser search.
Where these numbers come from
Every figure is Robert W. Baird & Co. Incorporated’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 (2026-09-01), 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 →