SEC-registered wealth management firm Broker-dealer affiliated
Diversify Advisory Services, LLC
As of its Form ADV filed September 18, 2026, Diversify Advisory Services, LLC, an SEC-registered, broker-dealer affiliated wealth management firm in South Jordan, Utah, reported $4.6 billion in regulatory assets under management across 12,951 accounts, ranking #3 among all wealth firms in Utah by assets.
Registration
- Main office
- South Jordan, UT
- Registration
- SEC-registered, Approved
- CRD number
- 326060
- SEC file number
- 801-128675
- Registered since
- August 31, 2023
- Latest Form ADV filing
- September 18, 2026
- Organized as
- Limited Liability Company
- Fiscal year ends
- December
- Other offices
- 27
Key figures
- Regulatory assets under management
- $4.6 billion
- Discretionary
- $4.0 billion (86.4%)
- Non-discretionary
- $633.0 million
- Accounts
- 12,951 (7,790 discretionary)
- Clients
- 5,362, approximate as reported
- Employees
- 206
- Advisory staff
- 110 performing investment advisory functions
- Average account
- $358,952
- Asset growth, 1 year
- 45.0% (from $3.2 billion a year earlier)
- Asset growth, 3-year annual rate
- 32.3% (from $2.0 billion three years earlier)
- Asset growth, 5-year annual rate
- Not reported
- Client growth, 1 year
- 43.8% (from 3,728)
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 5, 2023 | $2.0 billion |
| October 1, 2024 | $2.9 billion |
| September 2, 2025 | $3.2 billion |
| October 2, 2026 | $4.6 billion |
Clients and services
Client mix
| Measure | Bar | RAUM |
|---|---|---|
| Individuals (other than high net worth) 4,398 clients | $2.3 billion | |
| High net worth individuals 802 clients | $2.0 billion | |
| Pension and profit sharing plans 106 clients | $278.6 million | |
| Corporations or other businesses 16 clients | $14.7 million |
How the firm is paid
- A percentage of assets under management
- Hourly charges
- Fixed fees
Advisory services
- Financial planning
- Portfolio management for individuals or small businesses
- Portfolio management for businesses or institutional clients
- Selection of other advisers
Financial planning clients (Item 5.H): 101-250.
Wrap fee program sponsor or portfolio manager: yes.
Other business, affiliations and custody
Other business activities (Item 6.A)
None reported.
Financial industry affiliations (Item 7.A)
- Broker-dealer
- Other investment adviser
- Insurance company or agency
- Sponsor, general partner or managing member of pooled investment vehicles
Custody (Item 9)
The firm reported custody of client cash or securities, $620.4 million in total.
Investment adviser representatives
- IARs registered with the firm
- 116
- Also registered through a broker-dealer
- 89
- Employees who are IARs (Form ADV 5.B(3))
- 54
Designations held by the firm's IARs: CFP 20, ChFC 9, CFA 1.
Between 30 and 59 of the firm's 116 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 Utah
| Firm | City | RAUM |
|---|---|---|
| Sepio Capital, LP | Salt Lake City | $5.6 billion |
| Diversify Wealth Management, LLC | South Jordan | $4.1 billion |
| Crewe Advisors | Salt Lake City | $3.1 billion |
| Capita Financial Network, LLC | Draper | $2.3 billion |
| Albion Financial Group | Salt Lake City | $2.0 billion |
The five wealth firms, broker-dealer affiliated firms included, nearest in regulatory assets with a main office in the same state.
Elsewhere
- Diversify Advisory Services, LLC on IAPD: Form ADV, brochures and disclosure detail.
- Firm website: www.diversify.com
- Wealth management firms in Utah
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.