Creative Planning
advisor44 known aliases resolved via the canonical alias map
Market position · 2024
Plans served1,078+209 YoYRank #21 of mapped providers
Assets under administration$300.7B0.3%Market share · rank #36
Fees received$52MMedian $39,317/planSum across Schedule C direct + indirect
Net wins YoY+209332 won · 123 lostPlan-level switch detection
Plans served · 5-year trajectory
Market-share plans percent annotated. Bar height is raw plan count.
Customer-base shape
What does a typical Creative Planning plan look like?
Service mix · median fees per plan
Count of plans where Creative Planning ships each service code, and the median compensation they report under it.
| Service | Plans | Median fees | Distribution |
|---|---|---|---|
Sub-transfer agency fees; Investment advisory (plan)Code 27 | 641 | $40,000 | |
Securities brokerage commissions and fees; Direct payment from the plan; Distribution (12b-1) fees; Investment advisory (participants); Investment advisory (plan)Code 26 | 242 | $17,135 | |
Other fees; Direct payment from the plan; Consulting (general)Code 16 | 72 | $43,877 | |
Other fees; Investment managementCode 28 | 43 | $53,462 | |
Trustee (bank, trust company, or similar financial institution); Recordkeeping fees; Other fees; Direct payment from the plan; Recordkeeping and information management (computing, tabulating, data processing, etc.); Other servicesCode 15 | 41 | $35,251 | |
Other feesCode 99 | 40 | $26,152 | |
Investment advisory (plan); Direct payment from the plan; Other fees; Contract AdministratorCode 13 | 10 | $74,950 | |
Other services; Other commissions; Other feesCode 49 | 6 | $15,685 |
Competitor overlap
Percent of Creative Planning's plans that also list each competitor on Schedule C. High numbers = co-living partners; low numbers = direct displacement targets.
Plans won in 2024
Appeared this year; did not appear last year under Creative Planning.
| Sponsor | From | Assets |
|---|---|---|
DELTA AIR LINES, INC.GA · 580218548-004 | Financial Engines Advisors LLC | $19.0B |
THE PERMANENTE MEDICAL GROUP, INC.CA · 942728480-013 | EWG Elevate Inc. | $9.9B |
CACI INTERNATIONAL, INC.VA · 541345888-002 | Grant Thornton | $3.9B |
U.S. ANESTHESIA PARTNERS, INCTX · 460872971-001 | Vanguard | $2.8B |
AMERITEAM SERVICES, LLCTN · 472129748-002 | Truist Bank | $1.8B |
PITNEY BOWES INC.CT · 060495050-006 | T. Rowe Price | $1.7B |
GREENBERG TRAURIG, PAFL · 591270754-004 | Charles Schwab | $1.6B |
SOUTHEASTERN FREIGHT LINES, INC.SC · 570301199-002 | T. Rowe Price | $1.2B |
ACE HARDWARE CORPORATIONIL · 360700810-001 | Torch Creative Inc | $1.2B |
LITTLER MENDELSON, P.C.CA · 942602731-003 | Lido Advisors LLC | $1.1B |
Plans lost in 2024
Appeared last year under Creative Planning; not this year.
| Sponsor | To | Assets |
|---|---|---|
SOUTHERN CALIFORNIA EDISON COMPANYCA · 951240335-002 | Edelman Financial Engines | $5.7B |
V2X, INC.MS · 640941176-001 | CBIZ | $538M |
SAFRAN USA, INC.TX · 510282961-001 | FORVIS Mazars | $538M |
RITE-HITE HOLDING CORPORATIONWI · 391913562-001 | Charles Schwab | $423M |
BCD TRAVEL USA LLCGA · 582308827-001 | Strategic Advisers | $409M |
CAPGEMINI AMERICA, INC.IL · 222575929-004 | FORVIS Mazars | $409M |
NATIXIS NORTH AMERICA LLCNY · 272765452-001 | Charles Schwab | $389M |
FAMILY HEALTH INTERNATIONALNC · 237413005-001 | Empower | $231M |
GRANDE CHEESE COMPANYWI · 390867071-001 | Empower | $195M |
FAMILY HEALTH INTERNATIONALNC · 237413005-002 | Empower | $183M |
Top plans by assets
Searchable full list lands with the commercial layer.
| Plan | Assets | Participants | Fees | Tenure | Flags |
|---|---|---|---|---|---|
APPLE INC.CA · 942404110-001 | $24.7B | 145,428 | $10,222 | 6y | 1 |
DELTA AIR LINES, INC.GA · 580218548-004 | $19.0B | 112,027 | $23,919 | 1y | 1 |
UNITED AIRLINES, INC.IL · 742099724-202 | $16.8B | 20,168 | $757,292 | 7y | 1 |
DELTA AIR LINES, INC.GA · 580218548-014 | $15.9B | 17,776 | $379,051 | 2y | 1 |
SOUTHWEST AIRLINES COMPANYTX · 741563240-003 | $11.6B | 13,086 | $95,532 | 5y | 1 |
ADVOCATE AURORA HEALTH, INCWI · 824184596-004 | $10.5B | 103,145 | $14,857 | 2y | 1 |
THE PERMANENTE MEDICAL GROUP, INC.CA · 942728480-013 | $9.9B | 30,066 | $8,293 | 1y | 1 |
THE CHARLES SCHWAB CORPORATIONTX · 943025021-002 | $8.9B | 43,502 | $130,966 | 7y | 1 |
SOUTHERN CALIFORNIA PERMANENTE MEDICAL GROUPCA · 951750445-008 | $7.9B | 12,335 | $133,132 | 7y | 1 |
HDR, INC.NE · 470663756-007 | $7.7B | 16,282 | $88,793 | 4y | 1 |
Flag exposure
82.7%Market: 89.1%
This provider
Market baseline
Share of this provider's plans tripping any deterministic red flag this year. Lower than market baseline = better risk surface.
Aliases resolved (44)
Raw Schedule C names collapsed into Creative Planning.
- BNY MELLON INVST MAN. CAYMAN LTD
- BNY MELLON INVST. MAN. CAYMAN LTD
- BNY MELLON INVST.CO (WALTER SCOTT)
- BNY MELLON TRUST CO. OF ILLINOIS
- BNY MIDWEST TRUST COMPANY
- BNY MIMC
- CREATIVE PALNNING
- CREATIVE PLANING HOLDCO, LLC
- CREATIVE PLANNIN
- CREATIVE PLANNING
- CREATIVE PLANNING BENEFITS LLC-000
- CREATIVE PLANNING HOLD CO INC
- CREATIVE PLANNING HOLD CO LLC
- CREATIVE PLANNING HOLD CO, LLC
- CREATIVE PLANNING HOLD CO. LLC
- CREATIVE PLANNING HOLD CO., LLC
- CREATIVE PLANNING HOLDCO
- CREATIVE PLANNING HOLDCO ,LLC
- CREATIVE PLANNING HOLDCO INC
- CREATIVE PLANNING HOLDCO LL
- CREATIVE PLANNING HOLDCO LLC
- CREATIVE PLANNING HOLDCO LLC DBA
- CREATIVE PLANNING HOLDCO LLC DBA CR
- CREATIVE PLANNING HOLDCO, INC
- CREATIVE PLANNING HOLDCO, LLC
Book composition by plan size
Bars stack to total plans served; segments use the same asset cutoffs as the /plans size filter. Up-and-to-the-right on the bigger segments = moving up-market.
Under $5M$5-50M$50-250M$250M-1B$1B+
Compliance posture vs market
Per-flag share for Creative Planning's book against the same flag's overall prevalence across all filings. Negative delta = under-indexed (cleaner book); positive = elevated risk surface.
| Flag | Plans flagged | Provider % | Market % | Delta |
|---|---|---|---|---|
| Recently terminated | 30 | 2.78% | 7.76% | -4.98 pp |
| Fidelity bond gap | 23 | 2.13% | 26.94% | -24.81 pp |
| Late contributions | 301 | 27.92% | 1.71% | +26.21 pp |
| Failed to provide benefit | 36 | 3.34% | 0.14% | +3.20 pp |
| Corrective distributions | 391 | 36.27% | 1.76% | +34.51 pp |
| Loss discovered | 2 | 0.19% | 0.00% | +0.18 pp |
New-plan formation share
Share of plans filing for the first time each year that landed with Creative Planning. Compare to the incumbent market share (1.6%) - higher = winning new business, lower = coasting on existing relationships.
0.0%-1.6 pp vs incumbent
Frequent partners by role
Who else shows up on Creative Planning's plans most often. Switch tabs by counterparty role - high-overlap names are either referral channels (advisors, auditors) or competitive blocks (other recordkeepers).
| Partner | Shared plans | % of book |
|---|---|---|
| Morgan Lewis & Bockius LLP | 4 | 0.4% |
| William Rothberg, P.C. | 3 | 0.3% |
| Benesch Friedlander Coplan & Aronoff | 2 | 0.2% |
| Faegre Drinker Biddle & Reath LLP | 2 | 0.2% |
| Parker Brown Macaulay & Sheerin | 2 | 0.2% |
| Robertson & Robertson | 2 | 0.2% |
| Seyfarth Shaw LLP | 2 | 0.2% |
| Taft Stettinius & Hollister LLP | 2 | 0.2% |
| Barnes & Thornburg LLP | 1 | 0.1% |
| Beckemeier Lemoine Law | 1 | 0.1% |
Geographic penetration index
(Provider plans in state / state plans) divided by the provider's overall share of the market. Index 1.00 = average; > 1 = over-indexed (winning more than their fair share); < 1 = under-indexed (white space).