Creative Planning

Office address: 5454 W 110th St, Overland Park, KS 66211
Website: creativeplanning.com
Year established: 1983
Company type: financial services
Employees: 1,500+
Expertise: wealth management, investment management, financial planning, retirement planning, tax planning, estate planning and trusts, insurance and risk management, 401(k) and retirement services, business valuation, international wealth services
Parent company: N/A
Key people: Peter Mallouk (CEO), Jonathan Knapp (COO), Samuel Henson (chief legal officer), Nick Jacobson (chief marketing officer), Megan Schmitz (chief people officer), Lee Richardson (chief risk and compliance officer), Peter Sengelmann (director)
Financing status: private equity-backed

Creative Planning is an Overland Park-based independent registered investment advisor (RIA), with over 1,500 employees. The firm provides wealth management, tax, and estate planning services through in-house CPAs and attorneys. The company serves clients across all 50 states and in 90 countries.

History of Creative Planning

Creative Planning traces its roots to 1983 as a small office in Kansas City. After working for the company in 1999, Peter Mallouk purchased the firm in 2004 and reregistered it as an independent RIA.

It was built on a simple idea: clients deserved a better way to grow their wealth. Creative Planning set out to create a people-first culture focused on serving clients through every financial stage.

Building client by client

In an industry where many firms grow through acquisitions, Creative Planning chose a different path. The company grew by earning trust and adding one client at a time. Its planning-led approach puts client goals first, then builds portfolios to match those needs. In-house attorneys and CPAs work alongside advisors to cover every part of a client’s financial picture.

A major milestone

By 2021, that client-focused approach had paid off in a major way. Creative Planning crossed the $100 billion mark in AUM that year.

The firm also became the first national RIA to offer family office services at scale. It eventually became a company that serves clients across all 50 states and in countries around the world.

A growing footprint

In 2025, Creative Planning acquired Monterey Private Wealth, a California firm with over $1 billion in assets. The deal expanded the company’s presence along the West Coast, while Monterey’s existing team continues to serve clients from its original California office.

After announcing plans to acquire SageView Advisory Group, a leading retirement plan consultant, Creative Planning eyed a major expansion. The deal combines the firms which would manage over $640 billion in assets. Such a move displays its focus on growing its wealth and retirement services for years to come.

Creative Planning products and services

The company delivers all its services through in-house specialists under one roof. Creative Planning’s offerings include:

Personal wealth

• investment management: custom portfolios built around individual client goals
• tax planning: strategies to help clients keep more earnings
• estate planning and trusts: guidance on preserving and transferring wealth
• financial planning: tailored advice to meet personal financial goals
• retirement planning: roadmaps for income and lifestyle in retirement
• insurance and risk management: protection for assets and wealth
• international wealth: support for Americans living or working abroad

Family office

• legacy planning: strategies for passing wealth to future generations
• charitable planning: guidance on philanthropic giving and impact
• asset protection: safeguarding family wealth from outside risks
• family governance: structuring family decision-making around wealth
• liquidity and exit planning: preparing for business sales or transitions
• outsourced accounting and bill pay: handling day-to-day financial tasks

401(k) and business services

• retirement plan services: plan design, advice, and ERISA compliance for employers
• business valuation: assessing company worth for sales or planning
• audit and attest: independent review of financial statements
• business tax: tax preparation and strategy for companies
• payroll services: managing employee pay and benefits
• M&A and consulting: advisory support for mergers and acquisitions

Advisors work directly with on-staff CPAs and attorneys to manage each part of a client’s financial needs. Creative Planning’s planning-led approach puts client goals first before building any investment strategy.

Culture and corporate values

According to Creative Planning, it takes a team approach with over a thousand specialists on staff. The firm says its planning-led method starts by understanding what matters to each client. Its advisors then build plans based on those priorities. Its principles are:

• passion
• determination
• commitment

Creative Planning also states that their team is made up of passionate professionals across various specialties. The firm says that daily drive to improve and empathy guides its workplace culture. They add that this mix leads to better client service and a positive work environment.

About CEO Peter Mallouk and key people

Peter Mallouk serves as Creative Planning’s president and CEO. Mallouk took ownership of the firm in 2004 and has led its growth across all 50 states. He is also a licensed attorney and a recognized speaker on wealth management topics.

Key executives and partners at Creative Planning include the following:

• Nick Jacobson serves as chief marketing officer, leading the firm’s marketing and brand strategy
• Peter Sengelmann is partner and director of international wealth management, helping global clients with cross-border wealth planning
• Samuel Henson works as chief legal officer for retirement, handling legal matters for the company’s retirement services
• Jonathan Knapp serves as partner and COO, overseeing daily operations and firm-wide business functions
• Megan Schmitz is chief people officer, managing talent acquisition and employee development efforts
• Lee Richardson Jr. works as partner and chief risk and compliance officer, leading risk assessment and regulatory compliance efforts

These executives lead a team of over 1,500 specialists across the company. Their shared goal is to help clients build, protect, and pass on their wealth.

The future at Creative Planning

Creative Planning made a big move in 2025, jumping from $390 billion to $640 billion in assets through its SageView deal. CEO Peter Mallouk believes RIA IPOs may soon be on the table for large firms like his. The company appears ready to explore new paths as it eyes long-term growth.

Alongside potential IPOs, the company is also looking overseas with Europe at the top of its list. CEO Peter Mallouk says strong demand from the UK, Switzerland, and EU could lead to new offices abroad. The firm already serves clients in 90 countries and sees global reach as its next chapter.

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