← Directory
PRENTICE WEALTH MANAGEMENT LLC
CRD 160052File 801-76490
APPROVED
Retail clients
Custody
Filing as of May 26, 2026
Feed vintage Oct 1, 2026
Regulatory AUM
$567.5M
Above cohort median (national)
Discretionary AUM
$550.3M
Non-discretionary $17.2M
Clients
1,029
1,034 accounts
Employees
14
Below cohort median in NY
Identity & registration
ADV Item 1- Organization form
- Limited Liability Company
- Firm type
- Registered
- SEC region
- NYRO
- Registration date
- Apr 24, 2012
- Principal office
- 1150 PENFIELD RD., ROCHESTER, NY, 14625
- Phone
- 585-218-0001
Assets & accounts
ADV Item 5F- Total regulatory AUM
- $567.5M
- Discretionary AUM
- $550.3M
- Non-discretionary AUM
- $17.2M
- Discretionary accounts
- 1,031
- Non-discretionary accounts
- 3
- Total accounts
- 1,034
- AUM per client
- $552K
Clients by type
ADV Item 5D| Client type | Clients | AUM |
|---|---|---|
| Other | 5 | $14.2M |
| Charitable organizations | Fewer than 5 | $1.6M |
| Other investment advisers | Fewer than 5 | $3.4M |
| High net worth individuals | 50 | $132.0M |
| Individuals (other than high net worth individuals) | 974 | $416.3M |
Compensation & activities
ADV Items 5E, 5GCompensation
- Fixed fees
- Hourly charges
- Subscription fees
- A percentage of assets under your management
Advisory activities
- Financial planning services
- Selection of other advisers
- Portfolio management for other
- Portfolio management for businesses
- 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
- 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 |
|---|---|---|---|---|
| Mar 1, 2026 | Clients | 912 | 1,029 | increased by117 |
| Mar 1, 2026 | AUM | $467,163,139 | $567,504,623 | increased by$100,341,484 |
| Mar 1, 2026 | Accounts | 1,853 | 1,034 | decreased by819 |
| May 1, 2025 vs Oct 1, 2022 | Employees | 11 | 14 | increased by3 |
| May 1, 2025 vs Oct 1, 2022 | Custody | No | Yes | |
| May 1, 2025 vs Oct 1, 2022 | Clients | 716 | 912 | increased by196 |
| May 1, 2025 vs Oct 1, 2022 | AUM | $358,752,325 | $467,163,139 | increased by$108,410,814 |
| May 1, 2025 vs Oct 1, 2022 | Accounts | 1,286 | 1,853 | increased by567 |
| Apr 1, 2022 | Clients | 606 | 716 | increased by110 |
| Apr 1, 2022 | AUM | $251,811,338 | $358,752,325 | increased by$106,940,987 |
| Apr 1, 2022 | Accounts | 1,110 | 1,286 | increased by176 |
| May 1, 2021 | Employees | 9 | 11 | increased by2 |
| 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 “PRENTICE WEALTH” as a service provider on 5500mcp →Matched by name only — Form ADV and Form 5500 share no identifier, and names are searched loosely (“PRENTICE 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.