DFX Intelligence
RIA Intelligence
Registered investment advisers, the advisors registered through them, the capital they report, the private vehicles they run and the people who own them, as a graph with a filing date behind every number. RAUM is what the adviser filed, a move is two registration dates, and a class is a rule you can read.
SEC-registered adviser
Guided Choice Asset Management, Inc.
Latest filing Mar 27, 2026
First filing on the tape Jan 30, 2012 · 21 filings
SEC status approved since Oct 10, 2002
RAUM
$8.5B
reported, Item 5.F
Discretionary
100%
of RAUM
Private clients
12%
$1.1B individuals and HNW
Advisors
0
registered through the firm on IAPD
RAUM per advisor
n/a
derived; firm RAUM over IAPD count
Employees
22
5 advisory (5.B.1)
Offices
0
beyond the principal office
Private funds
0
reported on Schedule D
History
21 filings and snapshots on the tape
RAUM$8.5B as of Mar 27, 2026
Jan 30, 2012$5.6B then
HNW client RAUM$0 as of Mar 27, 2026
Mar 25, 2024$0 then
State-registered IARs (5.B.3)0 as of Mar 27, 2026
Feb 5, 20130 then
Employees (5.A)22 as of Mar 27, 2026
Feb 5, 201353 then
Private funds: no history
RAUM +12% over the last fiscal year+12% a year over threeIARs 0 to 0
Practice profile
derived from the filing of Mar 27, 2026; every figure names its basis
Archetypes, each a printed rule
- Institutional asset manager · institutional share (pensions, government, insurance, corporations, charities, banks, other advisers) at least 60 percent and private-client share under 20 percent
- Planning-led practice · financial planning activity (5.G.1), at least 100 financial planning clients (5.H), and hourly, fixed or subscription compensation (5.E)
- Retirement plan adviser · pension consulting activity (Item 5.G.6) and pension plans at least 25 percent of RAUM or at least 25 pension-plan clients
- RAUM per advisor
- unknownderivedRAUM over IAPD advisors; not a book size
- Clients per advisor
- unknownderivedindividual and HNW clients (5.D) over advisors
- Average HNW client
- unknownderivedHNW RAUM over HNW clients
- Average account
- $100,888derivedRAUM over accounts (5.F.2.f)
- Discretionary
- 100%derivedof RAUM
- Institutional
- 88%derivedpensions, charities, corporations, government, insurance, banks, other advisers
- Employees per advisor
- unknownderivedItem 5.A over advisors
- Advisors per office
- unknownderived1 offices incl. principal (1.F.5)
- RAUM growth, one year
- +12%derivedbetween the last two annual amendments
- Advisor growth, one year
- unknownderivedItem 5.B.3 between annual amendments
- Client growth, one year
- -0.7%derived
- Compensation
- percentage of assets, fixed fees, otherreportedItem 5.E
- Advisory activities
- financial planning, portfolio management for individuals, portfolio management for businesses and institutions, pension consultingreportedItem 5.G
- Financial planning clients
- 500reportedItem 5.H
- Ownership
- no PE, bank or public-company owner found on Schedule Aderived
- Advisor book size
- not public; not estimatedreported
Also answered yes on Form ADV
- has discretionary authority over which securities are bought or sold (8.C.1)
- marketing includes testimonials (5.L.1.c)
Where the RAUM sits
Form ADV Item 5.D, latest filing
- Pension and profit-sharing plans$7.5B88%
- Individuals$1.1B12%
- Individual clients
- 59,346reported
- HNW clients
- 0reported
- Pension plan clients
- 25,398reported
- Charitable clients
- 0reported
- Accounts
- 84,744reported
- Financial planning clients
- 500reported
- Wrap fee programs
- noreported
- Custody of client assets
- noreported
- Compensation
- % of AUM, fixedreported
- Class basis
- private_client_share=0.12 fund_share=0.0 institutional_share=0.88 related_bd=false related_bank=false bd_reps=0.0derived
Advisors registered through the firm
0 on IAPD today, longest tenure first
No representative is registered through this CRD on IAPD.
Advisor movement
Left, latest
none on the tape
Joined, latest
none on the tape
Private funds
No private fund reported.
Owners and control persons
Schedule A and B, latest filing
- Ellen Sherrie Grabot · Chief Executive Officercontrolsince 06/1999 · owns less than 5%
- Barend Lodewikus Van Zijl · President, Chief Operating Officercontrolsince 02/2016 · owns less than 5%
- Ellen Sherrie Grabot · Chief Executive Officer, Directorcontrolsince 06/1999 · owns 25% to 50% of Guidedchoice.Com Inc.
- Le'Aalohalani Deirdre Myers · Chief Compliance Officersince 03/2023 · owns less than 5%
- Ming Wang · Chief Investment Officer, Emeritussince 01/2000 · owns less than 5%
Entity owners
- Guidedchoice.Com Inc. · Controlling Entitydirect · owns 75% or more
Related persons
Schedule D 7.A
No related person reported.
Offices
Schedule D 1.F, the 25 largest
No branch office listed.
What changed
consecutive filings, newest first
- Accounts · 86,775 to 84,744Mar 28, 2025 to Mar 27, 2026
- Individual clients · 59,740 to 59,346Mar 28, 2025 to Mar 27, 2026
- Pension plan clients · 27,035 to 25,398Mar 28, 2025 to Mar 27, 2026
- Employees · 23 to 22Mar 28, 2025 to Mar 27, 2026
- Financial planning clients · 51-100 to More than 500Mar 28, 2025 to Mar 27, 2026
- Discretionary RAUM · $7.7B to $8.5BMar 28, 2025 to Mar 27, 2026
- Individual RAUM · $958M to $1.1BMar 28, 2025 to Mar 27, 2026
- Pension RAUM · $6.7B to $7.5BMar 28, 2025 to Mar 27, 2026
- RAUM · $7.7B to $8.5BMar 28, 2025 to Mar 27, 2026
- Accounts · 99,569 to 86,775Mar 25, 2024 to Mar 28, 2025
- Individual clients · 72,339 to 59,740Mar 25, 2024 to Mar 28, 2025
- Pension plan clients · 27,230 to 27,035Mar 25, 2024 to Mar 28, 2025
- Employees · 28 to 23Mar 25, 2024 to Mar 28, 2025
- Financial planning clients · More than 500 to 51-100Mar 25, 2024 to Mar 28, 2025
- Discretionary RAUM · $6.6B to $7.7BMar 25, 2024 to Mar 28, 2025
- Individual RAUM · $830M to $958MMar 25, 2024 to Mar 28, 2025
- Pension RAUM · $5.8B to $6.7BMar 25, 2024 to Mar 28, 2025
- RAUM · $6.6B to $7.7BMar 25, 2024 to Mar 28, 2025
- Accounts · 106,443 to 99,569Mar 28, 2023 to Mar 25, 2024
- Individual clients · 77,514 to 72,339Mar 28, 2023 to Mar 25, 2024
- Pension plan clients · 28,929 to 27,230Mar 28, 2023 to Mar 25, 2024
- Employees · 26 to 28Mar 28, 2023 to Mar 25, 2024
- Discretionary RAUM · $6.1B to $6.6BMar 28, 2023 to Mar 25, 2024
- HNW RAUM · unset to 0.0Mar 28, 2023 to Mar 25, 2024
- Individual RAUM · $762M to $830MMar 28, 2023 to Mar 25, 2024
- Pension RAUM · $5.3B to $5.8BMar 28, 2023 to Mar 25, 2024
- Pooled vehicle RAUM · unset to 0.0Mar 28, 2023 to Mar 25, 2024
- RAUM · $6.1B to $6.6BMar 28, 2023 to Mar 25, 2024
- Accounts · 105,439 to 106,443Nov 3, 2022 to Mar 28, 2023
- Individual clients · 74,272 to 77,514Nov 3, 2022 to Mar 28, 2023
- Pension plan clients · 31,167 to 28,929Nov 3, 2022 to Mar 28, 2023
- Employees · 21 to 26Nov 3, 2022 to Mar 28, 2023
- Discretionary RAUM · $6.7B to $6.1BNov 3, 2022 to Mar 28, 2023
- Individual RAUM · $870M to $762MNov 3, 2022 to Mar 28, 2023
- Pension RAUM · $5.8B to $5.3BNov 3, 2022 to Mar 28, 2023
- RAUM · $6.7B to $6.1BNov 3, 2022 to Mar 28, 2023
- Accounts · 100,380 to 105,439Jan 13, 2022 to Mar 30, 2022
- Individual clients · 68,046 to 74,272Jan 13, 2022 to Mar 30, 2022
- Pension plan clients · 32,334 to 31,167Jan 13, 2022 to Mar 30, 2022
- Employees · 22 to 21Jan 13, 2022 to Mar 30, 2022
Signals
1 dated events
- Guided Choice Asset Management, Inc. reported RAUM $5.6B, down 53% from $11.9B (2020-12-03 to 2021-03-30)Mar 30, 2021 · RAUM change · derived
Across DFX
shared identifiers only, never a name match
No identifier-backed link to the venture, private equity, family office or sponsor graphs.
How to reach
public business contact points only, each with its source
- Firm profile
- linkedin.com/company/guidedchoicereportedpublic record, Form ADV, Sep 17, 2026
- Firm profile
- linkedin.com/company/69774196reportedpublic record, Form ADV, Sep 17, 2026
- Website
- 3NICKELS.COMreportedpublic record, Form ADV, Sep 17, 2026
- Principal office phone
- 888-675-4532reportedpublic record, Form ADV, Mar 27, 2026
Provenance
- Form ADV
- SEC filing data 2011 to 2024 and the monthly roster 2025 onreportedadviserinfo.sec.gov
- Advisors
- IAPD individual compilation feed, dailyreportedadviserinfo.sec.gov
- Class
- Other adviserderiveda rule over Items 5.D and 7.A
- RAUM per advisor
- n/aderivedfirm RAUM over the IAPD count; not a book size
- Loaded
- Sep 14, 2026