Diversify Advisory Services, LLC
Firm details
- Headquarters
- South Jordan, Utah
- CRD number
- 326060
- Registered since
- August 31, 2023
- Website
- www.diversify.com
- Custodians
- CHARLES SCHWAB & CO., INC., FIDELITY DISTRIBUTORS COMPANY LLC, RBC CAPITAL MARKETS, LLC
- Fee structure
- Percentage of AUM, Hourly Charges, Fixed Fees
- Client types
- Individuals50.03%
- HNWI43.66%
- Pension & Profit Sharing Plans5.99%
- Corporations / Businesses0.32%
- Services
- Financial PlanningPortfolio Management for IndividualsPortfolio Management for Institutional ClientsSelection of Other Advisers
Firm profile
FINTRXOverview
Diversify Advisory Services, LLC is an independent registered investment adviser organized as an LLC and SEC-registered in 2023. The firm identifies as a capital allocator serving both individual and family clients as well as institutional mandates. Its advisory scope includes financial planning, portfolio management for individuals, small businesses and institutional entities, and selection of outside managers. Fee arrangements are a mix of percentage-of-AUM, hourly charges and fixed fees. The firm reports affiliations that extend beyond pure advisory work — including broker-dealer relationships, insurance company ties, other investment adviser arrangements and roles as sponsor/GP/managing member of pooled investment vehicles. The firm does not report itself as an active ESG investor.
Assets & Accounts
Public Holdings
Investments & Alternatives
Location & Offices
Investment profile
FINTRXTraditional investments used
Alternative investments used
Active ESG investor
Technology & operations
FINTRXCRM & tech providers
TAMPs used
Clients
FINTRXClient base
Client personas
Asset composition
- Exchange Traded Equities39%
- Public Funds/Mutual Funds39%
- Cash & Cash Equivalents12%
- Investment Grade Corp Bonds3%
- US Government Bonds2%
Owners & executives
3 of 11
Loay Naser
Chairman and Chief Executive OfficerCRD 2233089

Justin Lowy
Partner, CEOCRD 5935993

Christopher Truscello
COO and PartnerCRD 3073267
Contacts
3 of 104
John Kwee
Wealth AdvisorCRD 1531077

Karl Sadanaga
Wealth AdvisorCRD 4496784

Kyle Shimoda
Wealth AdvisorCRD 5002402
Wealth teams
FINTRXNewly hired reps
FINTRXRecent M&A activity
FINTRXRecent filings
FINTRXAwards
FINTRXETF holdings
1 of 645Active vs passive
$4.1B in ETFs
79%
$3.2B
17%
$842M
| ETF | Provider | Style | Category | Value | Shares | % of portfolio |
|---|---|---|---|---|---|---|
| SPDR S&P 500 ETF TRUST (SPY) | State Street | Passive | Large Blend | $210M | 284,244 | 5.17% |
Location
South Jordan, UT
Salt Lake
Location
South Jordan, UT
Headquartered in South Jordan, UT, anchoring the Salt Lake City-Provo-Orem, UT metro in the West.
- Metro area
- Salt Lake City-Provo-Orem, UT
- Region
- West
- County
- Salt Lake
- Address
- 10876 S River Front Pkwy
- Time zone
- MT (UTC-7)
- Office locations
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