Wealth manager, wrap-program sponsor · Salt Lake City, UT
Truenorth Wealth
Association Financial Services Inc. · SEC-registered investment adviser · CRD 142205 · SEC 801-68446
At a glance
Truenorth Wealth is an SEC-registered investment adviser based in Salt Lake City, Utah, with $1.3 billion in regulatory assets under management as of its Form ADV filed August 22, 2026. Its largest client group by assets is high-net-worth individuals, and it reports 843 individual clients. By Form ADV it is a wealth manager (wrap-program sponsor), ranked 1,232nd of 8,915 wealth managers and 4,716th of 17,210 SEC-registered advisers by assets.
Main office 801-274-1820truenorthwealth.comLinkedInAs filed on Form ADV
- Regulatory AUM
- $1.3B
- Rank among wealth managers
- #1,232 of 8,915
- Rank among all SEC RIAs
- #4,716 of 17,210
- Rank in Utah
- #32 of 151
- Individual clients
- 843
- High-net-worth clients
- 259
- Accounts
- 2,829
- Discretionary
- 12% of AUM
- Employees
- 19
- Advisory staff
- 10
- Offices
- 5
Owners and executives on its Form ADV
- Martin A. WatkinsFounder/president
- Samuel M. WatkinsChief Executive Officer
- Jared C. EmpeyChief Compliance Officer
- MICHAEL D. ESPINOSAPresident
- Mallory Adams-FaulknerChief Operations Officer
Custody and brokerage
Who it serves
| Client type | Clients | Regulatory AUM | Share |
|---|---|---|---|
| High-net-worth individuals | 259 | $858M | 68% |
| Individuals | 584 | $201M | 16% |
| Other | 121 | $201M | 16% |
| Charitable organizations | 11 | $6M | <1% |
Disciplinary disclosures
Truenorth Wealth 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 businesses and institutions
- Pension consulting
- Periodicals or newsletters
- Educational seminars and workshops
How it’s paid
- A percentage of assets under management
- Hourly charges
- Other
Form ADV and brochures on the SEC’s adviser search ↗truenorthwealth.com ↗
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The full record on Truenorth Wealth
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 2,900 peers of its type and size
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- Owners and executives, with titles and stakes
- 5 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 Truenorth Wealth manage?
Truenorth Wealth reports $1.3 billion in regulatory assets under management across 2,829 accounts, 12% of it on a discretionary basis, on its Form ADV filed August 22, 2026.
What kind of firm is Truenorth Wealth?
Truenorth Wealth is a wealth manager by its Form ADV answers. At least half of its regulatory assets are managed for individuals and high-net-worth individuals.
Who are Truenorth Wealth’s clients?
By assets, its largest client types are high-net-worth individuals ($858 million, 259 clients); individuals ($201 million, 584 clients); other ($201 million, 121 clients).
Does Truenorth Wealth have any disciplinary history?
Truenorth Wealth 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 Truenorth Wealth’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 (2026-08-22), 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 →