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TRUENORTH WEALTH
Legal name: ASSOCIATION FINANCIAL SERVICES INC.
CRD 142205File 801-68446
APPROVED
Retail clients
Filing as of Mar 6, 2026
Feed vintage Aug 17, 2026
Regulatory AUM
$1.27B
Above cohort median (national)
Discretionary AUM
$146.1M
Non-discretionary $1.12B
Clients
854
2,829 accounts
Employees
19
Top 25% of cohort in UT
Identity & registration
ADV Item 1- Organization form
- Corporation
- Firm type
- Registered
- SEC region
- DRO
- Registration date
- Oct 15, 2007
- Principal office
- 1935 VINE STREET, SUITE 120, SALT LAKE CITY, UT, 84121
- Phone
- 801-274-1820
Assets & accounts
ADV Item 5F- Total regulatory AUM
- $1.27B
- Discretionary AUM
- $146.1M
- Non-discretionary AUM
- $1.12B
- Discretionary accounts
- 77
- Non-discretionary accounts
- 2,752
- Total accounts
- 2,829
- AUM per client
- $1.5M
Clients by type
ADV Item 5D| Client type | Clients | AUM |
|---|---|---|
| Charitable organizations | 11 | $5.7M |
| High net worth individuals | 259 | $857.9M |
| Individuals (other than high net worth individuals) | 584 | $201.0M |
Compensation & activities
ADV Items 5E, 5GCompensation
- Other
- Hourly charges
- Other (described) — INSTITUTIONAL CLIENTS PRICED ON CASE-BY-CASE BASIS
- A percentage of assets under your management
Advisory activities
- Other
- Publications
- Financial planning services
- Portfolio management for other
- Portfolio management for businesses
- Portfolio management for individuals and/or small businesses
Custody
ADV Item 9- Firm Custody Cash
- No
- Firm Custody Assets
- No
- Firm Custody Clients
- No
- Firm Custody Securities
- No
- 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 |
|---|---|---|---|
| Aug 17, 2026 | Clients | 975 | 854 |
| Aug 12, 2026 | Registration | — | APPROVED |
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.