Robert W. Baird & Co. Inc.
broker109 known aliases resolved via the canonical alias map
Market position · 2024
Plans served150-4 YoYRank #143 of mapped providers
Assets under administration$35.3B0.0%Market share · rank #461
Fees received$8MMedian $35,469/planSum across Schedule C direct + indirect
Net wins YoY-221 won · 23 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 Robert W. Baird & Co. Inc. plan look like?
Service mix · median fees per plan
Count of plans where Robert W. Baird & Co. Inc. ships each service code, and the median compensation they report under it.
| Service | Plans | Median fees | Distribution |
|---|---|---|---|
Other fees; Investment advisory (plan)Code 27 | 73 | $37,060 | |
Other services; Other feesCode 49 | 15 | $7,960 | |
Investment management; Investment management fees paid directly by planCode 28 | 14 | $73,125 | |
Investment management; Direct payment from the plan; Investment management fees paid directly by plan; Investment advisory (participants); Investment advisory (plan)Code 26 | 11 | $23,296 | |
Securities brokerage; Consulting fees; Consulting (general); Other services; Investment advisory (plan); Securities brokerage commissions and feesCode 16 | 10 | $61,983 | |
Other commissionsCode 55 | 10 | $46,356 | |
Consulting (pension); Other feesCode 17 | 3 | $76,709 | |
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 | 2 | $51,067 |
Competitor overlap
Percent of Robert W. Baird & Co. Inc.'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 Robert W. Baird & Co. Inc..
| Sponsor | From | Assets |
|---|---|---|
FOLEY & LARDNER LLPWI · 390473800-007 | Fiducient Advisors | $1.5B |
BOARD OF TRUSTEES, FREIGHT DRIVERS AND HELPERS LOCAL UNION NO. 557MD · 526118055-001 | Benefits Administrators, LLC | $213M |
STRAND ASSOCIATES, INC.WI · 391020418-002 | BMO Harris Bank N.A. | $190M |
HEALTHSTREAM, INC.TN · 621443555-001 | Vanguard | $99M |
ABO LEASING CORPORATIONIN · 274279358-001 | LPL Financial | $41M |
INGRAM ENTERTAINMENT INC.TN · 621651556-001 | Strategic Advisers | $35M |
VAN HORN AUTOMOTIVE GROUP, INC.WI · 464704899-001 | Principal | $27M |
SURGICOR, LLCTN · 461282789-001 | Wells Fargo | $27M |
THE FINWAY GROUP - VISTAIA · 421468222-020 | (new plan) | $24M |
INTERVALA, LLCPA · 810760901-001 | Hefren-Tillotson, Inc. | $22M |
Plans lost in 2024
Appeared last year under Robert W. Baird & Co. Inc.; not this year.
| Sponsor | To | Assets |
|---|---|---|
JOINT BOARD OF TRUSTEES OF NORTH CENTRAL STATES REGIONAL COUNCIL OFWI · 396079856-001 | U.S. Real Estate Investment Fund | $1.7B |
MUFG BANK, LTD.NY · 135611741-016 | Morgan Stanley | $1.1B |
ING FINANCIAL SERVICES LLCNY · 133713590-002 | R.W. Baird & Company | $403M |
BOARD OF TRUSTEES, PIPE TRADES DISTRICT COUNCIL NO 36CA · 946082956-001 | U.S. Bank National Association | $345M |
RICELAND FOODS, INC.AR · 710578942-002 | Capital Group | $308M |
ALLIANCE LAUNDRY SYSTEMS, LLCWI · 391927923-003 | Fiducient Advisors | $178M |
J.F. TAYLOR, INC.MD · 521397047-001 | Empower | $121M |
STAKEHOLDER PAYROLL SERVICES, LLCKY · 260588250-001 | Fidelity Investments | $114M |
PREFERRED PRIMARY CARE PHYSICIANS, INC.PA · 251742085-001 | Strategic Advisers | $76M |
VP HOLDINGS CORPORATIONWI · 391973530-002 | Morgan Stanley | $62M |
Top plans by assets
Searchable full list lands with the commercial layer.
| Plan | Assets | Participants | Fees | Tenure | Flags |
|---|---|---|---|---|---|
TRUSTEES OF THE MIDWEST OPERATING ENGINEERS PENSION TRUST FUNDIL · 366140097-001 | $6.0B | 31,707 | $645,731 | 10y | - |
BD OF TRUSTEES, CHICAGO & VICINITY LABORERS' DISTR. COUNCIL PENS FUNDIL · 362514514-002 | $5.2B | 30,331 | $183,934 | 1y | - |
NORTHWELL HEALTH, INC.NY · 113418133-006 | $2.8B | 42,096 | $3,658 | 2y | - |
WEC ENERGY GROUP, INC.WI · 391391525-031 | $2.0B | 5,066 | $13,558 | 10y | - |
TRUSTEES OF UFCW UNIONS & EMPLOYERS MIDWEST PENSION FUNDIL · 366508328-001 | $1.9B | 33,742 | $120,280 | 9y | - |
HARLEY-DAVIDSON MOTOR COMPANY, INCWI · 391972791-001 | $1.9B | 7,834 | $284,838 | 3y | 1 |
WEC ENERGY GROUP, INC.WI · 391391525-049 | $1.7B | 4,934 | $11,387 | 8y | - |
ARNOLD & PORTER KAYE SCHOLER LLPDC · 530208605-001 | $1.6B | 3,061 | $43,520 | 5y | 2 |
BOARD OF TRUSTEES MICHIGAN LABORERS' PENSION FUNDMI · 386233976-001 | $1.3B | 27,316 | $31,567 | 9y | - |
GATES CORPORATIONCO · 840857401-334 | $696M | 6,377 | $71,250 | 3y | 1 |
Flag exposure
84.0%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 (109)
Raw Schedule C names collapsed into Robert W. Baird & Co. Inc..
- AMERICAN SEC ASSOC. VI LLC
- AMERICAN SEC. ASSOC. VI LLC
- BAIRD, ROBERT W & CO INC, MILWAUKEE
- BAIRD, ROBERT W., & COMPA
- HENICK-LANE SERVICES
- HENJES, CONNER & WILLAIMS, P.C.
- HENJES, CONNER & WILLIAMS, P.C.
- HENLON INVESTMENT MGMT
- HENNESAY, LANCE E.
- HENNESSY
- HENNESSY ADVISORS INC
- HENNESSY ADVISORS, INC.
- HENNESSY BLOTZER, LLC
- HENNESSY FUNDS
- HENNESSY, TIMOTHY E.
- HENNEY WEALTH MANAGEMENT INC.
- HENNSLER ASSET MANAGEMENT LLC
- HENRICKSON NAUTA WEALTH ADVISORS
- HENRICKSON NAUTA WEALTH ADVISORS IN
- HENRIOTT FINANCIAL SERVICES INC
- HENRIOTT GROUP INC
- HENRY & HOME
- HENRY A ECHEVERRIA
- HENRY CHIU, ESQ.
- HENRY CHUI, ESQ.
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 Robert W. Baird & Co. Inc.'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 | 3 | 2.00% | 7.76% | -5.76 pp |
| Fidelity bond gap | 5 | 3.33% | 26.94% | -23.61 pp |
| Late contributions | 28 | 18.67% | 1.71% | +16.95 pp |
| Failed to provide benefit | 4 | 2.67% | 0.14% | +2.53 pp |
| Corrective distributions | 33 | 22.00% | 1.76% | +20.24 pp |
| Loss discovered | 0 | 0.00% | 0.00% | -0.00 pp |
New-plan formation share
Share of plans filing for the first time each year that landed with Robert W. Baird & Co. Inc.. Compare to the incumbent market share (0.2%) - higher = winning new business, lower = coasting on existing relationships.
0.0%-0.2 pp vs incumbent
Frequent partners by role
Who else shows up on Robert W. Baird & Co. Inc.'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 |
|---|---|---|
| Morningstar Investment Management | 11 | 7.3% |
| Wilshire Associates | 8 | 5.3% |
| Baird Insurance Services Inc | 7 | 4.7% |
| Goldman Sachs Asset Management | 6 | 4.0% |
| Strategic Advisers | 6 | 4.0% |
| Loomis Sayles | 5 | 3.3% |
| Mercer | 5 | 3.3% |
| WTW | 5 | 3.3% |
| Mesirow Financial | 4 | 2.7% |
| Metro Benefits Inc. | 4 | 2.7% |
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).