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Creative Planning
Creative Planning, founded in 1983 and headquartered in Overland Park, Kansas, is a leading independent wealth management firm and SEC-registered investment adviser. The firm is majority owned and led by Peter Mallouk, who has served as President and CEO since 2004. Creative Planning provides a comprehensive suite of services including wealth management, financial and estate planning, retirement planning, tax planning, risk and insurance management, and business consulting for individual, high-net-worth, and institutional clients. With approximately 2,100 employees, including more than 1,000 financial advisors, the firm serves clients in all 50 US states and over 90 countries, managing and advising on over $300 billion in assets.
Investment Strategy
Creative Planning customizes investment strategies to each client’s specific goals, risk tolerance, time horizon, and liquidity needs. The firm assembles diversified portfolios using a broad mix of asset classes, including stocks, bonds, ETFs, mutual funds, and alternatives. It avoids proprietary products and commissions, emphasizing objective advice and active risk management. Advisors adjust strategies based on factors such as inheritances, legacy holdings, and unique tax circumstances, while aiming to promote growth, safeguard capital, and deliver integrated solutions that incorporate financial planning, tax efficiency, long-term wealth transfer, and philanthropy.
Latest 13F Filing Activity
Creative Planning filed their most recent 13F report on Jun 30, 2025 disclosing 3,533 equity positions and 84 options positions with a total 13F market value of $117B. The fund increased holdings in Ishares TR, SPDR Index SHS FDS, Vanguard Tax-managed FDS among other positions. Creative Planning reduced exposure to Apple Inc., Fidelity Merrimack STR TR, Berkshire Hathaway Inc. Del among others.
Top Holdings
Equity Positions (3,533)
| Ticker | Security | Weight | Market Value | Shares | Avg Cost | Price | Change (QoQ) |
|---|---|---|---|---|---|---|---|
I IVV | ISHARES TR | 11.79% | $13.80B | 22,229,974 | $345.67 | $620.90 | +$1.54B |
B BND | VANGUARD BD INDEX FDS | 7.22% | $8.46B | 114,896,140 | $76.55 | $73.63 | +$485.8M |
V VEA | VANGUARD TAX-MANAGED FDS | 6.43% | $7.53B | 132,070,439 | $43.91 | $57.01 | +$497.2M |
S SPMD | SPDR SERIES TRUST | 3.86% | $4.52B | 83,062,157 | $43.51 | $54.38 | +$415.4M |
I IEMG | ISHARES INC | 3.75% | $4.40B | 73,244,097 | $51.27 | $60.03 | +$485.6M |
Options Positions (10)
| Ticker | Security | Action | Type | Notional Value | Contracts | Underlying Price | Premium Paid | Change (Contracts) | Change (Value) |
|---|---|---|---|---|---|---|---|---|---|
P PLTR | PALANTIR TECHNOLOGIES INC | Bought | Call | $6.4M | 916 | $136.32 | $118.41 | +600 | +$3.9M |
N NVDA | NVIDIA CORPORATION | Sold | Call | $4.9M | 2,776 | $157.99 | $120.28 | -924 | +$3.2M |
W WFC | WELLS FARGO CO NEW | — | Call | $3.7M | 1,200 | $80.12 | $70.24 | 0 | +$883.9K |
M META | META PLATFORMS INC | New | Call | $2.1M | 150 | $738.09 | $738.09 | +150 | +$2.1M |
N NVDA | NVIDIA CORPORATION | Sold | Put | $1.4M | 5,820 | $157.99 | $118.85 | -2,051 | -$5.1M |
Industry Allocation
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