← Directory
ROBERT W. BAIRD & CO. INCORPORATED
CRD 8158File 801-7571
APPROVED
Retail clients
Custody
Disclosure events
Filing as of Apr 20, 2026
Feed vintage Aug 17, 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://twitter.com/rwbaird
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 |
|---|---|---|---|
| Aug 17, 2026 | Clients | 241359 | 241338 |
| 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.