As a leading wealth management firm, Creative Planning has made a name for itself by providing customized investment strategies for clients across the country. However, understanding who owns Creative Planning can be a bit more complex than it initially seems. In this article, we’ll take a deep dive into the company’s ownership structure, uncovering its history, key players, financial landscape, transparency, and implications for the broader industry.

Uncovering the Ownership of Creative Planning: Digging into the Details

To understand the ownership of Creative Planning, it’s helpful to first explore the history of the company. Founded in 1983 by industry veteran Peter Mallouk, Creative Planning started as a small, independent firm in the Kansas City area. Over time, the firm expanded its offerings and branched out to other locations, ultimately growing to be one of the largest RIAs (Registered Investment Advisors) in the country.

In the process, Creative Planning engaged in several mergers and acquisitions that have impacted its ownership structure. For example, in 2019, the firm acquired RIA firm Finity Group, LLC, which added more than $1 billion of assets under management (AUM) to Creative Planning’s portfolio. In addition, Creative Planning has also formed joint ventures or partnerships with other firms in the industry, creating a web of connections that can be challenging to untangle.

Despite the complexities, we can still get a sense of who owns Creative Planning by examining public disclosures and company records. According to publicly available information, the main owners of Creative Planning are its current CEO, Peter Mallouk, and his family members. However, the company’s ownership is also spread among a range of other stakeholders, including employees, institutional investors, and independent wealth management firms.

Who’s Behind Creative Planning? A Look at the Main Players

While Peter Mallouk is certainly a key player in Creative Planning’s ownership structure, he is not alone in shaping the direction of the firm. Mallouk is joined by several other individuals who have played critical roles in building and managing Creative Planning over the years.

One such individual is Joe Williams, who serves as Creative Planning’s President and COO. Williams joined the firm in 2008 and has played an instrumental role in shaping the company’s operational strategy and expanding its offerings. Prior to joining Creative Planning, Williams worked in various leadership roles at Ameriprise Financial and other wealth management companies.

Another important figure in Creative Planning’s history is Jon Hussman, who founded Hussman Funds and later sold it to Creative Planning in 2019. This acquisition allowed Creative Planning to expand its offerings to include mutual funds and ETFs (Exchange-Traded Funds), providing clients with a wider range of investment options.

Exploring the Financial Landscape of Creative Planning: An Overview of Ownership

In addition to the individuals involved in Creative Planning’s ownership, it’s important to understand the financial aspect of the company’s structure. According to recent data, Creative Planning manages more than $68 billion in AUM, making it one of the largest RIAs in the United States. This AUM is spread across a wide range of clients, including high net worth individuals, corporations, and non-profit organizations.

When it comes to ownership, Creative Planning is structured as a private company, which means that it is not publicly traded. As a result, it can be more challenging to track changes to the ownership structure over time. However, we can still glean insights from public disclosures and regulatory filings.

For example, in 2018, Creative Planning received a $300 million investment from the private equity firm KKR. At the time, this investment was seen as a major validation of Creative Planning’s strategy and outlook, as well as an opportunity for the company to expand its offerings and reach.

Ownership Transparency at Creative Planning: The Power of Disclosure

One of the key factors that sets Creative Planning apart from other wealth management firms is its commitment to transparency. Unlike some firms that are notoriously opaque about their ownership structure and business practices, Creative Planning is upfront and honest about how the company is run.

For example, on its website, Creative Planning prominently displays a list of its key executives and their roles within the firm. In addition, the company has published several reports on its financial performance and strategic goals, providing clients and investors with a clear sense of what the company is working towards.

Implications of Creative Planning’s Ownership Structure for the Wealth Management Industry

So what do the intricacies of Creative Planning’s ownership structure mean for the broader wealth management industry? One significant implication is that the industry is continuing to evolve and change as new players enter the market and existing firms adapt to stay competitive.

In particular, the rise of RIAs like Creative Planning has been a major trend in recent years, as investors look for more customized and transparent investment strategies. By developing a business model that emphasizes these qualities, Creative Planning has been able to separate itself from the pack and grow its business accordingly.

Seeing the Forest for the Trees: What Matters Most About Creative Planning’s Ownership

As we wrap up our analysis of Creative Planning’s ownership structure, it’s important to consider what this all means for clients and investors who may be interested in working with the firm. Ultimately, what matters most is that the company is built on a foundation of trust and transparency, with a team of experienced professionals dedicated to providing personalized investment solutions.

While the details of Creative Planning’s ownership may be fascinating, it’s vital to remember that the real value of the firm lies in its people and its commitment to excellence. Whether you’re a new investor or a seasoned veteran, it’s important to choose a wealth management partner who shares your values and puts your interests first.


In conclusion, understanding who owns Creative Planning is a complex topic that requires a deep dive into the company’s history, financials, and key players. However, by taking the time to explore these details, investors and clients can gain a better understanding of what sets this firm apart and how it fits into the broader landscape of the wealth management industry. At the end of the day, what matters most is finding a partner who can help you achieve your financial goals with transparency, trust, and expertise.

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By Happy Sharer

Hi, I'm Happy Sharer and I love sharing interesting and useful knowledge with others. I have a passion for learning and enjoy explaining complex concepts in a simple way.

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