SEC-registered wealth management firm Broker-dealer affiliated
T. Rowe Price Advisory Services, Inc.
As of its Form ADV filed August 26, 2026, T. Rowe Price Advisory Services, Inc., an SEC-registered, broker-dealer affiliated wealth management firm in Owings Mills, Maryland, reported $5.9 billion in regulatory assets under management across 13,518 accounts, ranking #4 among all wealth firms in Maryland by assets.
Registration
- Main office
- Owings Mills, MD
- Registration
- SEC-registered, Approved
- CRD number
- 108958
- SEC file number
- 801-58098
- Registered since
- November 17, 2000
- Latest Form ADV filing
- August 26, 2026
- Organized as
- Corporation
- Fiscal year ends
- December
- Other offices
- 1
Key figures
- Regulatory assets under management
- $5.9 billion
- Discretionary
- $5.9 billion (100.0%)
- Non-discretionary
- $0
- Accounts
- 13,518 (13,518 discretionary)
- Clients
- 13,517, approximate as reported
- Employees
- 92
- Advisory staff
- 66 performing investment advisory functions
- Average account
- $436,409
- Asset growth, 1 year
- 52.8% (from $3.9 billion a year earlier)
- Asset growth, 3-year annual rate
- 62.6% (from $1.4 billion three years earlier)
- Asset growth, 5-year annual rate
- 51.9% (from $728.8 million five years earlier)
- Client growth, 1 year
- 35.0% (from 10,014)
Broker-dealer affiliated. The firm is affiliated with a broker-dealer (Item 7.A(1)), at least half of its advisory staff are registered representatives of a broker-dealer (Item 5.B(2) against 5.B(1)), and its advisers manage less than $100 million each on average (5.F(2)(c) over 5.B(1)), the pattern of a broker-dealer's advisory arm rather than an adviser that owns a small broker-dealer. It is ranked among all wealth firms, the directory's view that includes wirehouses and broker-dealer firms, not in the main lists of independent RIAs. How firms are classed.
Growth rates come from the SEC's yearly snapshots and are left blank when the years are not comparable.
Rankings
Among all wealth firms, including wirehouses and broker-dealer firms.
Assets over time
Data table
| As of | RAUM |
|---|---|
| October 1, 2010 | $0 |
| October 3, 2011 | $0 |
| October 1, 2012 | $0 |
| October 1, 2013 | $0 |
| October 1, 2014 | $0 |
| October 1, 2015 | $0 |
| October 3, 2016 | $0 |
| October 2, 2017 | $3.6 million |
| October 1, 2018 | $254.9 million |
| October 1, 2019 | $381.5 million |
| October 1, 2020 | $615.5 million |
| October 4, 2021 | $728.8 million |
| October 3, 2022 | $918.0 million |
| October 5, 2023 | $1.4 billion |
| October 1, 2024 | $2.6 billion |
| September 2, 2025 | $3.9 billion |
| October 2, 2026 | $5.9 billion |
Clients and services
Client mix
| Measure | Bar | RAUM |
|---|---|---|
| Individuals (other than high net worth) 13,517 clients | $5.9 billion | |
| Corporations or other businesses fewer than 5 clients | $1.5 million |
How the firm is paid
- A percentage of assets under management
- Other
Advisory services
- Financial planning
- Portfolio management for individuals or small businesses
Financial planning clients (Item 5.H): 11000.
Wrap fee program sponsor or portfolio manager: no.
Other business, affiliations and custody
Other business activities (Item 6.A)
- Commodity pool operator or commodity trading advisor
Financial industry affiliations (Item 7.A)
- Broker-dealer
- Other investment adviser
- Commodity pool operator or commodity trading advisor
- Trust company
- Sponsor, general partner or managing member of pooled investment vehicles
Custody (Item 9)
The firm reported no custody of client cash or securities.
Investment adviser representatives
- IARs registered with the firm
- 504
- Also registered through a broker-dealer
- 501
- Employees who are IARs (Form ADV 5.B(3))
- 78
Designations held by the firm's IARs: CFP 83, CFA 4, ChFC 3.
Between 465 and 504 of the firm's 504 IARs are registered in jurisdictions that require IAR CE. The source counts registrations by jurisdiction, and many IARs are registered in more than one, so the exact number is not knowable from it. IAR CE requirements by state.
Counts only. AdvisorIQ does not list individual people.
Disclosures
On Form ADV Item 11 the firm answered yes to 0 disclosure questions. See the detail on IAPD.
Succession and acquired firms
On Form ADV Item 4 the firm did not report succeeding to another adviser's business.
Similar-sized firms in Maryland
| Firm | City | RAUM |
|---|---|---|
| Greenspring Advisors, LLC | Towson | $6.5 billion |
| Pennington Partners & Co., LLC | Bethesda | $5.1 billion |
| Prosperity - An Eisneramper Company | Owings Mills | $5.0 billion |
| Heritage Investors Management Corp | Bethesda | $4.6 billion |
| Verdence Capital Advisors, LLC | Hunt Valley | $4.6 billion |
The five wealth firms, broker-dealer affiliated firms included, nearest in regulatory assets with a main office in the same state.
Elsewhere
- T. Rowe Price Advisory Services, Inc. on IAPD: Form ADV, brochures and disclosure detail.
- Firm website: www.troweprice.com
- Wealth management firms in Maryland
Firm data as of October 2, 2026, from ia100226.zip. Figures are as the firm reported them; corrections are made on Form ADV and appear after the next monthly reload.
Data as of October 2, 2026, from Form ADV. Sources: SEC registered adviser data (ia100226.zip) and IAPD compilation reports. How the directory is built.