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TRUENORTH WEALTH
Legal name: ASSOCIATION FINANCIAL SERVICES INC.
CRD 142205File 801-68446
APPROVED
Retail clients
Filing as of Aug 22, 2026
Feed vintage Oct 1, 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
- Website
- https://truenorthretire.com/
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 | Change |
|---|---|---|---|---|
| Aug 17, 2026 | Clients | 975 | 854 | decreased by121 |
| Apr 1, 2026 | Employees | 17 | 19 | increased by2 |
| Apr 1, 2026 | Clients | 946 | 975 | increased by29 |
| Apr 1, 2026 | AUM | $1,074,482,158 | $1,265,596,116 | increased by$191,113,958 |
| Apr 1, 2026 | Accounts | 2,635 | 2,829 | increased by194 |
| May 1, 2025 vs Oct 1, 2022 | Employees | 19 | 17 | decreased by2 |
| May 1, 2025 vs Oct 1, 2022 | Clients | 1,195 | 946 | decreased by249 |
| May 1, 2025 vs Oct 1, 2022 | AUM | $652,633,504 | $1,074,482,158 | increased by$421,848,654 |
| May 1, 2025 vs Oct 1, 2022 | Accounts | 2,381 | 2,635 | increased by254 |
| Apr 1, 2022 | Employees | 13 | 19 | increased by6 |
| Apr 1, 2022 | Clients | 795 | 1,195 | increased by400 |
| Apr 1, 2022 | AUM | $493,363,966 | $652,633,504 | increased by$159,269,538 |
| Apr 1, 2022 | Accounts | 1,620 | 2,381 | increased by761 |
| 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 “TRUENORTH WEALTH” as a service provider on 5500mcp →Matched by name only — Form ADV and Form 5500 share no identifier, and names are searched loosely (“TRUENORTH WEALTH” 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.