Diversify Advisory Services, LLC

RIASEC RegisteredEst. 2023
Total AUM
$4.6B
Discretionary
$4B
86% of AUM
Avg account
$359K
Accounts
12,951
Employees
206
Advisory reps
115

Firm details

Headquarters
South Jordan, Utah
CRD number
326060
Registered since
August 31, 2023
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

FINTRX

Overview

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

FINTRX

Traditional investments used

Alternative investments used

Active ESG investor

Technology & operations

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CRM & tech providers

TAMPs used

Clients

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Client base

Client personas

Asset composition

Asset composition: Exchange Traded Equities 39%, Public Funds/Mutual Funds 39%, Cash & Cash Equivalents 12%, Investment Grade Corp Bonds 3%, US Government Bonds 2%, Non-Exchange Traded Equities 1%, State & Local Bonds 1%, Non-Investment Grade Corp Bonds 1%, Private Funds 1%39%
  • Exchange Traded Equities39%
  • Public Funds/Mutual Funds39%
  • Cash & Cash Equivalents12%
  • Investment Grade Corp Bonds3%
  • US Government Bonds2%

Owners & executives

3 of 11
  • Loay Naser

    Loay Naser

    Chairman and Chief Executive OfficerCRD 2233089

  • Justin Lowy

    Justin Lowy

    Partner, CEOCRD 5935993

  • Christopher Truscello

    Christopher Truscello

    COO and PartnerCRD 3073267

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Contacts

3 of 104
  • John Kwee

    John Kwee

    Wealth AdvisorCRD 1531077

  • Karl Sadanaga

    Karl Sadanaga

    Wealth AdvisorCRD 4496784

  • Kyle Shimoda

    Kyle Shimoda

    Wealth AdvisorCRD 5002402

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Wealth teams

FINTRX

Newly hired reps

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Recent M&A activity

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Recent filings

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Awards

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ETF holdings

1 of 645

Active vs passive

$4.1B in ETFs

Passive

79%

$3.2B

Active

17%

$842M

ETFProviderStyleCategoryValueShares% of portfolio
SPDR S&P 500 ETF TRUST (SPY)State StreetPassiveLarge Blend$210M284,2445.17%

Location

Primary office

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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Source: FINTRX private wealth data intelligence

Intelligence for Private Wealth