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PETERSON FINANCIAL GROUP, INC.
CRD 169519File 801-120786
APPROVED
Retail clients
Custody
Filing as of Feb 24, 2026
Feed vintage Oct 1, 2026
Regulatory AUM
$299.2M
Below cohort median (national)
Discretionary AUM
$287.0M
Non-discretionary $12.2M
Clients
522
1,359 accounts
Employees
11
Below cohort median in IA
Identity & registration
ADV Item 1- Organization form
- Corporation
- Firm type
- Registered
- SEC region
- CHRO
- Registration date
- Apr 13, 2021
- Principal office
- 220 SW 9TH ST., SUITE 230, DES MOINES, IA, 50309
- Phone
- 515-226-1500
- Website
- HTTPS://WWW.PETERSONFG.COM/
Assets & accounts
ADV Item 5F- Total regulatory AUM
- $299.2M
- Discretionary AUM
- $287.0M
- Non-discretionary AUM
- $12.2M
- Discretionary accounts
- 1,274
- Non-discretionary accounts
- 85
- Total accounts
- 1,359
- AUM per client
- $573K
Clients by type
ADV Item 5D| Client type | Clients | AUM |
|---|---|---|
| High net worth individuals | 64 | $98.6M |
| Pension and profit sharing plans | 6 | $6.5M |
| Individuals (other than high net worth individuals) | 452 | $194.1M |
Compensation & activities
ADV Items 5E, 5GCompensation
- Fixed fees
- A percentage of assets under your management
Advisory activities
- Other
- Financial planning services
- Selection of other advisers
- 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 | 495 | 522 | increased by27 |
| Mar 1, 2026 | AUM | $247,615,222 | $299,196,453 | increased by$51,581,231 |
| Mar 1, 2026 | Accounts | 1,251 | 1,359 | increased by108 |
| May 1, 2025 vs Oct 1, 2022 | Employees | 9 | 11 | increased by2 |
| May 1, 2025 vs Oct 1, 2022 | Custody | No | Yes | |
| May 1, 2025 vs Oct 1, 2022 | Clients | 374 | 495 | increased by121 |
| May 1, 2025 vs Oct 1, 2022 | AUM | $159,776,027 | $247,615,222 | increased by$87,839,195 |
| May 1, 2025 vs Oct 1, 2022 | Accounts | 904 | 1,251 | increased by347 |
| Apr 1, 2022 | Clients | 343 | 374 | increased by31 |
| Apr 1, 2022 | AUM | $109,490,660 | $159,776,027 | increased by$50,285,367 |
| Apr 1, 2022 | Accounts | 774 | 904 | increased by130 |
| May 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 “PETERSON FINANCIAL” as a service provider on 5500mcp →Matched by name only — Form ADV and Form 5500 share no identifier, and names are searched loosely (“PETERSON 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.