Creative Planning lands $1.3B Wisconsin firm

Creative Planning's first big acquisition announcement this year is certainly one for the books – though technically, the deal was sealed even before 2025.

It was on Tuesday that the serial acquirer revealed its acquisition of Kowal Investment Group, a Brookfield, Wisconsin-based RIA managing over $1.3 billion in assets.

The addition of Kowal Investment Group brings 20 employees to Creative Planning, one of the nation’s largest RIAs with more than $345 billion in combined assets under management and advisement as of September 30. It also aligns with Creative Planning’s focus on expanding its national footprint while keeping personalized client service a priority.

“Their reputation for building lasting client relationships through personalized financial guidance mirrors our own philosophy,” m said in a statement. “This cultural alignment and shared dedication to client success makes them an ideal addition to our team.”

The deal to integrate Kowal Investment Group, which follows several months after PE giant TPG's strategic investment in Creative Planning, marks the first major announcement this year for the Overland Park, Kansas-based firm, though the deal itself was completed on December 21.

Founded more than 37 years ago, Kowal Investment Group specializes in customized investment strategies, financial planning, and risk management for individuals and families. President Aaron Kowal emphasized the compatibility of the two firms’ approaches to client service.

“What drew us to Creative Planning was their comprehensive approach to wealth management and their dedication to maintaining personal client relationships,” Kowal said. “This partnership helps ensure our clients benefit from expanded capabilities while maintaining the personalized attention they’ve always valued.”

Creative Planning has steadily expanded its services across all 50 states and 90 countries, aiming to blend nationwide resources with local expertise. 

The RIA aggregator's deal engine has been cycling at a steady pace; counting Kowal Investment Group, it's completed 10 deals over the past two years. Over that time, Creative Planning welcomed several other firms in the billion-dollar asset range, including ML&R Wealth Management in Texas, Kistler-Tiffany Advisors in Pennsylvania, and BerganKDV in Minnesota.

The RIA aggregator appears set to eclipse that record in 2025. In an interview with Barron's, Mallouk said his firm anticipates at least 10 new partners coming in the door this year alone.

“We expect 10 to 15 acquisitions this year,” the publication reported Tuesday.