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RIA / WealthRegistered adviserformer SEC advisernot on rosterRAUM 100m 1b

INTRUA ADVISORY GROUP LLC

CRD 169512

HOUSTON, TX

This is the graph view. The full profile, with its team, deals and sources, is on RIA / Wealth Management.Open the full profile →

Search this name across graphsid dfx:ria:0f1d9cd0-3797-395e-623b-dd739cdb4353

Data as of Mar 30, 2021 (this record's last observation) from federal regulator filings. Page built Sep 21, 2026, 4:13 AM UTC and rebuilt at most every 15 minutes.

Relationships: 23
Dated events: 2
On other graphs: 0
Observed: Jan 7, 2014 to Mar 30, 2021
23 observations

Across DFX

This entity has not been resolved onto another DFX graph by a shared identifier. A name match elsewhere would be a candidate, never an identity, and none is recorded.

Facts

fact = as filed or announced; derived = computed by DFX; estimate = a band, never a point

Firm class: former SEC adviserderivedabsent from the latest SEC roster
Regulatory AUM: $169MItem 5.F on the latest filing (2021-03-30); as reported, and an affiliate's assets may be counted again on its own filing
Discretionary RAUM: $168M
Private client RAUM: $167MderivedItem 5.D individuals plus high net worth individuals
Private client share: 99%derivedprivate client RAUM over total RAUM
Advisors on IAPD: 0
Employees: 10
Advisory employees: 4
Offices: 3Schedule D 1.F, beyond the principal office
Accounts: 982
Individual clients: 659
High net worth clients: 34
SEC number: 801-88170
CRD: 169512
Filings on the tape: 23
First filed: Jan 7, 2014
Latest filed: Mar 30, 2021
Organised: Limited Liability Company, Texas

Owners and control persons

Schedule A and B as filed; ownership codes are the form's bands (NA under 5%, A 5 to 10%, B 10 to 25%, C 25 to 50%, D 50 to 75%, E over 75%); people are listed as filed and never merged by name

Owner	Title	Ownership code	Control person	Acquired	First seen	Last seen
KELLER, ANDREW, CLIFTON	MANAGING MEMBER	C	yes	01/2007	Nov 6, 2018	Mar 30, 2021
KELLER, ANDREW, CLIFTON	Cco	Na	yes	11/2018	Nov 6, 2018	Mar 30, 2021
LARSON, PAUL, DOUGLAS	Shareholder	C	yes	11/2020	Mar 30, 2021	Mar 30, 2021
INTRUA FINANCIAL HOLDINGS, LLC	LLC MEMBER	E	no	11/2018	Nov 6, 2018	Mar 30, 2021
LARSON FINANCIAL HOLDINGS, LLC	Shareholder	C	no	11/2020	Mar 30, 2021	Mar 30, 2021
LARSON INTRUA FINANCIAL, LLC	Shareholder	E	no	11/2020	Mar 30, 2021	Mar 30, 2021
MERLA, CHRISTOPHER, AARON	CHIEF OPERATIONS OFFICER	B	no	11/2018	Nov 6, 2018	Mar 30, 2021

Affiliates (Item 7.A)

as filed on Item 7.A; a related person with a CRD on the graph links to its own page

Related person	Type	Class on the graph	Its RAUM	Control	Common control	State
LARSON FINANCIAL GROUP, LLC	n/a	Bd affiliated wealth	$5.5B	N	yes	n/a
INTRUA FINANCIAL LLC	n/a	Independent wealth	$1.7B	Y	yes	n/a
LARSON CAPITAL MANAGEMENT, LLC	n/a	Asset manager	$1.4B	N	yes	n/a
LARSON WEALTH PARTNERS, LLC	n/a	Former SEC adviser	$152M	N	yes	n/a
LARSON COMMERCIAL REAL ESTATE, LLC	n/a	n/a	n/a	N	yes	n/a
LARSON FINANCIAL SECURITIES, LLC	n/a	n/a	n/a	N	no	n/a

Offices

Schedule D 1.F offices beyond the principal office; street addresses are not published

City	State	Country	Employees	Also broker-dealer
Shreveport	La	United States	5	yes
Atlanta	TX	United States	2	yes
Watchung	Nj	United States	1	yes

Regulatory AUM by fiscal year

annual amendments (and the roster's annual snapshot) as filed; where a year was amended twice the later filing draws the line

Fiscal year	Filed	RAUM	Discretionary	Employees	Advisory staff	Offices	Private funds	Fund GAV
2020	Mar 30, 2021	$169M	$168M	10	4	3	n/a	n/a
2019	Mar 28, 2020	$206M	$205M	13	5	4	n/a	n/a
2018	Mar 28, 2019	$158M	$158M	7	5	4	n/a	n/a
2017	Jan 28, 2018	$153M	$153M	7	5	2	n/a	n/a
2016	Mar 28, 2017	$120M	$120M	7	6	n/a	n/a	n/a
2015	Mar 8, 2016	$95.8M	$95.8M	7	6	n/a	n/a	n/a

Growth

derived from consecutive annual filings; RAUM as reported

Latest fiscal year	RAUM	A year earlier	1y change	Three years earlier	3y CAGR	Employees	A year earlier	Offices	A year earlier
2020	$169M	$206M	-18.3%	$153M	3.2%	10	13	3	4

Teams out

two or more advisors whose registrations ended here and began at one firm together: a fact of two dates, not a prediction

Other firm	Advisors	First left	Last joined	From	Kind	Move type	Share of firm
INTRUA FINANCIAL	2	Dec 9, 2021	Nov 15, 2021	SHREVEPORT, LA	Team lift out	RIA to RIA	28.6%
INTRUA FINANCIAL	4	Dec 9, 2021	Nov 15, 2021	HOUSTON, TX	Firm absorbed	RIA to RIA	57.1%

Relationships

Affiliated with (4)

→ LARSON FINANCIAL GROUP, LLCRegistered adviserother investment adviser, common control
factForm ADV
→ INTRUA FINANCIALRegistered adviserother investment adviser, control, common control
factForm ADV
→ LARSON CAPITAL MANAGEMENT, LLCRegistered adviserother investment adviser, common control
factForm ADV
→ LARSON WEALTH PARTNERSRegistered adviserother investment adviser, common control
factForm ADV

Controls (2)

← LARSON, PAUL, DOUGLASOwnerSHAREHOLDER, ownership code C, individual
Mar 30, 2021 to presentfactForm ADV
← KELLER, ANDREW, CLIFTONOwnerMANAGING MEMBER, ownership code C, individual
Nov 6, 2018 to presentfactForm ADV

Owns (4)

← MERLA, CHRISTOPHER, AARONOwnerCHIEF OPERATIONS OFFICER, ownership code B, individual
Nov 6, 2018 to presentfactForm ADV
← INTRUA FINANCIAL HOLDINGS, LLCOwnerLLC MEMBER, ownership code E, domestic entity
Nov 6, 2018 to presentfactForm ADV
← LARSON FINANCIAL HOLDINGS, LLCOwnerSHAREHOLDER, ownership code C, domestic entity
Mar 30, 2021 to presentfactForm ADV
← LARSON INTRUA FINANCIAL, LLCOwnerSHAREHOLDER, ownership code E, domestic entity
Mar 30, 2021 to presentfactForm ADV

Registered with (10)

← ERNEST KELLY YOUNGAdvisorregistration: previous registration
Feb 13, 2014 to Dec 9, 2021factForm ADV
← JEFFREY DON PEACEAdvisorregistration: previous registration
Jan 23, 2014 to Dec 9, 2021factForm ADV
← HUNTER STEVEN HARTAdvisorregistration: previous registration
Apr 15, 2016 to Dec 9, 2021factForm ADV
← JULIE LYNN BOSWELLAdvisorregistration: previous registration
Feb 13, 2014 to Dec 9, 2021factForm ADV
← RYAN CHANDLER EDWARDSAdvisorregistration: previous registration
Jan 28, 2014 to Dec 9, 2021factForm ADV
← Bradley R McEnteeAdvisorregistration: previous registration
Mar 1, 2021 to Dec 9, 2021factForm ADV
← KEVIN LEE SHERMANAdvisorregistration: previous registration
Jan 17, 2020 to Dec 9, 2021factForm ADV
← DEVIN ANTHONY CARROLLAdvisorregistration: previous registration
Jan 23, 2014 to Nov 18, 2020factForm ADV
← BRANDON RENFROAdvisorregistration: previous registration
Jan 23, 2014 to Nov 1, 2018factForm ADV
← David Patrick NadeauAdvisorregistration: previous registration
Mar 4, 2015 to May 22, 2015factForm ADV

Moved with (1)

→ INTRUA FINANCIALRegistered adviser2 advisors, team lift out, same day
Dec 9, 2021 to Nov 15, 2021factForm ADV

Dated events

Occurred
Mar 30, 2021
Control person joined
Douglas Paul Larson (Shareholder) appeared on Schedule A of Intrua Advisory Group Llc
Form ADVobserved 6 days ago
Occurred
Jan 7, 2014
First Form ADV filing
Cogent Advisory Group Llc filed its initial SEC registration (Form ADV)
Form ADVobserved 6 days ago

Provenance

Graph: RIA / Wealth Management
Canonical id: dfx:ria:0f1d9cd0-3797-395e-623b-dd739cdb4353
First observed: Jan 7, 2014
Last observed: Mar 30, 2021 66 months ago
Source families: Federal regulator filings
3 registered feeds stand behind this record; each fact above carries its own dates and, where the publisher serves one, its document.
Resolution: Identity across graphs by shared identifier (CRD, CIK, EIN, ADV fund id, individual CRD) or citation; a name match is shown as a candidate and never merged.

INTRUA ADVISORY GROUP LLC

CRD 169512

HOUSTON, TX

This is the graph view. The full profile, with its team, deals and sources, is on RIA / Wealth Management.Open the full profile →

Search this name across graphsid dfx:ria:0f1d9cd0-3797-395e-623b-dd739cdb4353

Data as of Mar 30, 2021 (this record's last observation) from federal regulator filings. Page built Sep 21, 2026, 4:13 AM UTC and rebuilt at most every 15 minutes.

Owner

Title

Ownership code

Control person

Acquired

First seen

Last seen

KELLER, ANDREW, CLIFTON

MANAGING MEMBER

yes

01/2007

Nov 6, 2018

Mar 30, 2021

KELLER, ANDREW, CLIFTON

Cco

yes

11/2018

Nov 6, 2018

Mar 30, 2021

LARSON, PAUL, DOUGLAS

Shareholder

yes

11/2020

Mar 30, 2021

INTRUA FINANCIAL HOLDINGS, LLC

LLC MEMBER

11/2018

Nov 6, 2018

Mar 30, 2021

LARSON FINANCIAL HOLDINGS, LLC

Shareholder

11/2020

Mar 30, 2021

LARSON INTRUA FINANCIAL, LLC

Shareholder

11/2020

Mar 30, 2021

MERLA, CHRISTOPHER, AARON

CHIEF OPERATIONS OFFICER

11/2018

Nov 6, 2018

Mar 30, 2021

Related person

Type

Class on the graph

Its RAUM

Control

Common control

State

LARSON FINANCIAL GROUP, LLC

n/a

Bd affiliated wealth

$5.5B

yes

n/a

INTRUA FINANCIAL LLC

n/a

Independent wealth

$1.7B

yes

n/a

LARSON CAPITAL MANAGEMENT, LLC

n/a

Asset manager

$1.4B

yes

n/a

LARSON WEALTH PARTNERS, LLC

n/a

Former SEC adviser

$152M

yes

n/a

LARSON COMMERCIAL REAL ESTATE, LLC

n/a

yes

n/a

LARSON FINANCIAL SECURITIES, LLC

n/a

City

State

Country

Employees

Also broker-dealer

Shreveport

United States

yes

Atlanta

United States

yes

Watchung

United States

yes

Fiscal year

Filed

RAUM

Discretionary

Employees

Advisory staff

Offices

Private funds

Fund GAV

2020

Mar 30, 2021

$169M

$168M

n/a

2019

Mar 28, 2020

$206M

$205M

n/a

2018

Mar 28, 2019

$158M

n/a

2017

Jan 28, 2018

$153M

n/a

2016

Mar 28, 2017

$120M

n/a

2015

Mar 8, 2016

$95.8M

n/a

Latest fiscal year

RAUM

A year earlier

1y change

Three years earlier

3y CAGR

Employees

A year earlier

Offices

A year earlier

2020

$169M

$206M

-18.3%

$153M

3.2%

Other firm

Advisors

First left

Last joined

From

Kind

Move type

Share of firm

INTRUA FINANCIAL

Dec 9, 2021

Nov 15, 2021

SHREVEPORT, LA

Team lift out

RIA to RIA

28.6%

INTRUA FINANCIAL

Dec 9, 2021

Nov 15, 2021

HOUSTON, TX

Firm absorbed

RIA to RIA

57.1%