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GEN FINANCIAL MANAGEMENT INC.
CRD 110179File 801-57823
APPROVED
Retail clients
Custody
Filing as of Feb 20, 2026
Feed vintage Oct 1, 2026
Regulatory AUM
$331.8M
Below cohort median (national)
Discretionary AUM
$317.0M
Non-discretionary $14.8M
Clients
246
1,170 accounts
Employees
3
Below cohort median in MN
Identity & registration
ADV Item 1- Organization form
- Corporation
- Firm type
- Registered
- SEC region
- CHRO
- Registration date
- Aug 2, 2000
- Principal office
- 10810 OLD COUNTY ROAD 15, SUITE 200, PLYMOUTH, MN, 55441
- Phone
- 952-513-1466
- Website
- HTTP://WWW.GENFINANCIAL.COM
Assets & accounts
ADV Item 5F- Total regulatory AUM
- $331.8M
- Discretionary AUM
- $317.0M
- Non-discretionary AUM
- $14.8M
- Discretionary accounts
- 1,152
- Non-discretionary accounts
- 18
- Total accounts
- 1,170
- AUM per client
- $1.3M
Clients by type
ADV Item 5D| Client type | Clients | AUM |
|---|---|---|
| Charitable organizations | Fewer than 5 | $3.3M |
| High net worth individuals | 113 | $273.4M |
| Individuals (other than high net worth individuals) | 133 | $55.1M |
Compensation & activities
ADV Items 5E, 5GCompensation
- Fixed fees
- A percentage of assets under your management
Advisory activities
- Publications
- Financial planning services
- Selection of other advisers
- Portfolio management for other
- Portfolio management for individuals and/or small businesses
Custody
ADV Item 9- Firm Custody Cash
- Yes
- Firm Custody Assets
- No
- Firm Custody Clients
- No
- Firm Custody Securities
- Yes
- Related Person Custody Cash
- No
- Related Person Custody Assets
- No
- Related Person Custody Clients
- No
- Related Person Custody Securities
- No
Disclosure events
ADV Item 11This firm answered no to every Item 11 disclosure question in this filing.
Filed changes
| Date | Field | From | To | Change |
|---|---|---|---|---|
| Mar 1, 2026 | Clients | 453 | 246 | decreased by207 |
| Mar 1, 2026 | AUM | $496,527,070 | $331,817,781 | decreased by$164,709,289 |
| Mar 1, 2026 | Accounts | 2,126 | 1,170 | decreased by956 |
| Dec 1, 2025 vs May 1, 2025 | Employees | 4 | 3 | decreased by1 |
| May 1, 2025 vs Oct 1, 2022 | Clients | 447 | 453 | increased by6 |
| May 1, 2025 vs Oct 1, 2022 | AUM | $457,333,000 | $496,527,070 | increased by$39,194,070 |
| May 1, 2025 vs Oct 1, 2022 | Accounts | 447 | 2,126 | increased by1,679 |
| Apr 1, 2022 | Employees | 5 | 4 | decreased by1 |
| Apr 1, 2022 | Clients | 463 | 447 | decreased by16 |
| Apr 1, 2022 | AUM | $397,488,000 | $457,333,000 | increased by$59,845,000 |
| Apr 1, 2022 | Accounts | 463 | 447 | decreased by16 |
| Apr 1, 2021 | Registration | — | APPROVED |
On Form 5500, an adviser usually appears as a plan service provider (Schedule C), not the plan sponsor.
See plans that list “GEN FINANCIAL” as a service provider on 5500mcp →Matched by name only — Form ADV and Form 5500 share no identifier, and names are searched loosely (“GEN FINANCIAL” may also match similarly-named firms). Confirm identity against each filing.
Every value above is reproduced from this firm's Form ADV filing. Fields the firm left blank are shown as “Not reported” rather than filled in from other sources.