PRUDENT INVESTOR ADVISORS, LLC

RIASEC RegisteredEst. 2004

Total AUM

$1.3B

Discretionary

$171M

13% of AUM

Avg account

$5.5M

Accounts

238

Employees

Advisory reps

Firm details

Headquarters: FOLSOM, California
CRD number: 121922
Registered since: September 15, 2004
Website: prudentllc.com
Custodians: LINCOLN FINANCIAL DISTRIBUTORS, INC., TIAA-CREF INDIVIDUAL & INSTITUTIONAL SERVICES, LLC, AMERITAS INVESTMENT COMPANY, LLC, AMERICAN TRUST INVESTMENT SERVICES, INC.
Fee structure: Percentage of AUM, Hourly Charges, Fixed Fees
Client types: Pension & Profit Sharing Plans47.28%
State / Municipal Government29.05%
Pooled Investment Vehicles10.55%
HNWI7.37%
Individuals3.1%
Services: Financial PlanningPortfolio Management for IndividualsPortfolio Management for Institutional ClientsPension Consulting

Firm profile

FINTRX

Overview

Prudent Investor Advisors, LLC is an independent registered investment adviser that positions itself as a multi-service wealth manager for high-net-worth individuals, families and institutions. The firm emphasizes fee-based financial planning, portfolio management for both individuals and small businesses, institutional portfolio work and pension consulting. Its investment footprint is tilted toward pooled public products—mutual funds and public funds are the dominant vehicle—while the firm also uses annuities and directs allocations to third‑party alternative fund managers (the filing does not list those managers by name). Prudent Investor Advisors is not an active ESG investor and does not identify as a capital allocator; it operates under an individual ownership structure and has been SEC-registered since 2004. The firm earned recognition on FA Magazine’s Top RIA Firms list in 2020, reflecting its visibility within the independent advisory channel. In practice, its client engagement model combines percentage-of-AUM billing with hourly and fixed-fee arrangements, allowing for flexibility across planning and ongoing portfolio management relationships.