Creative Planning eyes overseas expansion

Global expansion is a top priority for leading mega-RIA Creative Planning, with CEO Peter Mallouk identifying Europe as the firm’s most in-demand overseas target. 

“Outside of the United States we consider a priority for us,” Mallouk told InvestmentNews. “We see a huge amount of inbound because of our books and podcasts from people that are in different countries, some of whom we can serve and some of whom we cannot.”

Kansas-headquartered Creative Planning is set to manage roughly $640 billion in total client assets after its landmark purchase of the retirement-focused SageView Advisory Group, which Mallouk expects to close on Wednesday. Since announcing its deal in October for SageView and its $250 billion in assets, Creative Planning has also acquired Maryland-based $1 billion firm Burt Wealth Advisors and Pennsylvania-based RIAs Marshall Financial Group and Financial Abundance, which manage $900 million and $275 million respectively. 

Any potential expansion abroad would mark Creative Planning’s first M&A deal beyond the U.S. Regulatory filings from September 2025 show Creative Planning manages nearly $290 million in assets from non-US clients across 90 countries, but Mallouk says it actually manages over $5 billion for overseas clients. 

“I think we already have one of the leading US expat businesses in the country, and where we see the most demand is the UK, Switzerland and the EU.” Mallouk said. “Because those are three different regulated entities, we probably need to solve that with at least three different physical presences throughout Europe.”

Mallouk also mentioned Canada, Australia, and the Middle East as potential fits for international expansion. A competitor to Creative Planning in the mega-RIA market is Corient, which is backed by Abu Dhabi sovereign wealth and announced in September that it was buying Stonehage Fleming and Stanhope Capital Group to grow Corient’s presence in Europe, the Middle East and Africa. 

Mallouk added that Creative Planning aims to grow its retirement and institutional practices, including foundations and endowments. He also wants to continue adding advisors in its current U.S. offices despite already being in all 50 states. 

“Our view is that we are just not strong enough in key markets, we don't have enough of a local presence. There's a perception we're big, but our average office is just a few people,” said Mallouk. “If you see a professional sports team somewhere, we almost certainly have an office [there] and it's almost certainly a very small one. We're trying to fix that.”

Once the SageView deal closes, Creative Planning would span over 550 advisors representing 11,800 retirement plans and over 80,000 clients. Mallouk expects upcoming consolidation in the retirement plan industry. 

“[We want to become] much more competitive in the retirement space. We think that's going to become a winner take all market. My belief is you're going to see a few firms that are left as record keepers. There's over 100 record keepers, I think there's going to wind up being a dozen or less. And I think that you're going to see the consultants go from hundreds to just a few as well.”