Creative Planning acquires another international firm adding $5B in assets and 123 staff

Creative Planning is extending its international reach with a deal to acquire London-based Maseco, a move that significantly expands its footprint in cross-border wealth management.

The Overland Park, Kansas-based mega-RIA said Thursday that Maseco LLP will join the firm, subject to regulatory clearance. The transaction is expected to bring 123 employees and more than $5 billion in assets under management onto its platform.

The acquisition highlights Creative Planning’s push to scale its global advice offering, particularly for clients with complex US-UK financial needs.The deal marks Creative Planning’s second overseas acquisition following its purchase of Switzerland-based Baseline Wealth Management earlier this year, signaling a broader strategy to build an international network of advisory capabilities.

“We're thrilled to have Maseco join Creative Planning,” said CEO Peter Mallouk. “Their planning-led approach, client-first culture and expertise in integrating US UK and offshore financial solutions align perfectly with Creative Planning's philosophy. This acquisition will extend our growing international footprint and expands our ability to deliver Creative Planning's integrated wealth management model to more clients around the world, providing a fully coordinated platform of financial planning, investment management, retirement and estate planning, trust and tax services, and family office solutions.”

Founded in 2008, Maseco focuses on advising globally mobile clients, particularly US citizens living abroad, helping them navigate tax-efficient investment strategies spanning multiple jurisdictions.

The firm’s leadership emphasized cultural alignment and the opportunity to broaden its capabilities through the combination.

Maseco’s co-founders and managing partners Josh Matthews and James Sellon said in a joint statement that “By combining Maseco's cross-border expertise with Creative Planning's scale, technology and global capabilities, we believe we can not only continue delivering the high level of service our clients expect but also raise the standard of advice and broaden the range of services available to US citizens and international families living outside the United States.”