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ROBERT W. BAIRD & CO. INCORPORATED
CRD 8158File 801-7571
APPROVED
Retail clients
Custody
Disclosure events
Filing as of Sep 1, 2026
Feed vintage Oct 1, 2026
Regulatory AUM
$394.07B
Top 10% of cohort (national)
Discretionary AUM
$289.49B
Non-discretionary $104.58B
Clients
241,338
367,123 accounts
Employees
4,322
Top 10% of cohort in WI
Identity & registration
ADV Item 1- Organization form
- Corporation
- Firm type
- Registered
- SEC region
- CHRO
- Registration date
- Jul 14, 1971
- Principal office
- 777 E. WISCONSIN AVENUE, MILWAUKEE, WI, 53202-5391
- Phone
- 414-765-3500
- Website
- https://www.rwbaird.com
Assets & accounts
ADV Item 5F- Total regulatory AUM
- $394.07B
- Discretionary AUM
- $289.49B
- Non-discretionary AUM
- $104.58B
- Discretionary accounts
- 216,498
- Non-discretionary accounts
- 150,625
- Total accounts
- 367,123
- AUM per client
- $1.6M
Clients by type
ADV Item 5D| Client type | Clients | AUM |
|---|---|---|
| Other | 1,669 | $19.39B |
| Insurance companies | 22 | $8.78B |
| Investment companies | 18 | $157.93B |
| Charitable organizations | 1,433 | $7.66B |
| Other investment advisers | 254 | $480.4M |
| High net worth individuals | 82,420 | $135.03B |
| Pooled investment vehicles | 8 | $1.25B |
| Banking or thrift institutions | 18 | $492.4M |
| Pension and profit sharing plans | 1,709 | $17.82B |
| State or municipal government entities | 76 | $8.18B |
| Individuals (other than high net worth individuals) | 153,711 | $33.33B |
Compensation & activities
ADV Items 5E, 5GCompensation
- Other
- Fixed fees
- Commissions
- Hourly charges
- Other (described) — HARD DOLLAR PAYMENTS FOR RESEARCH
- Performance-based fees
- A percentage of assets under your management
Advisory activities
- Other
- Publications
- Other advisory activities
- Financial planning services
- Selection of other advisers
- Portfolio management for other
- Portfolio management for businesses
- Portfolio management for investment companies
- Portfolio management for pooled investment vehicles
- 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
- Yes
- Related Person Custody Clients
- No
- Related Person Custody Securities
- Yes
Disclosure events
ADV Item 11- Q11
- Q11F
- Q11B1
- Q11C2
- Q11C4
- Q11C5
- Q11D2
- Q11E2
- Q11E4
Filed changes
| Date | Field | From | To | Change |
|---|---|---|---|---|
| Aug 17, 2026 | Clients | 241,359 | 241,338 | decreased by21 |
| Apr 1, 2026 | Employees | 4,175 | 4,322 | increased by147 |
| Apr 1, 2026 | Clients | 228,442 | 241,359 | increased by12,917 |
| Apr 1, 2026 | AUM | $342,142,869,924 | $394,068,801,480 | increased by$51,925,931,556 |
| Apr 1, 2026 | Accounts | 350,776 | 367,123 | increased by16,347 |
| May 1, 2025 vs Oct 1, 2022 | Employees | 3,744 | 4,175 | increased by431 |
| May 1, 2025 vs Oct 1, 2022 | Clients | 150,487 | 228,442 | increased by77,955 |
| May 1, 2025 vs Oct 1, 2022 | AUM | $275,840,179,207 | $342,142,869,924 | increased by$66,302,690,717 |
| May 1, 2025 vs Oct 1, 2022 | Accounts | 272,742 | 350,776 | increased by78,034 |
| Apr 1, 2022 | Employees | 3,604 | 3,744 | increased by140 |
| Apr 1, 2022 | AUM | $231,509,343,978 | $275,840,179,207 | increased by$44,330,835,229 |
| Apr 1, 2022 | Accounts | 235,782 | 272,742 | increased by36,960 |
| 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 “ROBERT BAIRD” as a service provider on 5500mcp →Matched by name only — Form ADV and Form 5500 share no identifier, and names are searched loosely (“ROBERT BAIRD” 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.