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
Keener Financial Planning
Legal name Keener Financial Planning, LLC
Latest filing Jul 20, 2026
First filing on the tape Mar 28, 2019 · 38 filings
SEC status approved since Apr 30, 2019
RAUM
$479M
reported, Item 5.F
Discretionary
100%
of RAUM
Private clients
97%
$463M individuals and HNW
Advisors
10
registered through the firm on IAPD
RAUM per advisor
$47.9M
derived; firm RAUM over IAPD count
Employees
12
10 advisory (5.B.1)
Offices
1
beyond the principal office
Private funds
0
reported on Schedule D
History
38 filings and snapshots on the tape
RAUM$479M as of Jul 20, 2026
Feb 12, 2020$149M then
HNW client RAUM$433M as of Jul 20, 2026
Feb 12, 2020$120M then
State-registered IARs (5.B.3)10 as of Jul 20, 2026
Feb 12, 20205 then
Employees (5.A)12 as of Jul 20, 2026
Feb 12, 20207 then
Private funds: no history
RAUM +32% over the last fiscal year+29% a year over threeIARs 9 to 10
Practice profile
derived from the filing of Jul 20, 2026; every figure names its basis
Archetypes, each a printed rule
- Independent boutique · a wealth manager with no broker-dealer, bank or insurance affiliate, 2 to 25 advisors, one to three offices, no public reporting company control
- 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)
- RAUM per advisor
- $47.9MderivedRAUM over IAPD advisors; not a book size
- Clients per advisor
- 19derivedindividual and HNW clients (5.D) over advisors
- Average HNW client
- $3.0MderivedHNW RAUM over HNW clients
- Average account
- $624,540derivedRAUM over accounts (5.F.2.f)
- Discretionary
- 100%derivedof RAUM
- Institutional
- 0.0%derivedpensions, charities, corporations, government, insurance, banks, other advisers
- Employees per advisor
- 1.2derivedItem 5.A over advisors
- Advisors per office
- 5.0derived2 offices incl. principal (1.F.5)
- RAUM growth, one year
- +32%derivedbetween the last two annual amendments
- Advisor growth, one year
- +11%derivedItem 5.B.3 between annual amendments
- Client growth, one year
- +16%derived
- Compensation
- hourly, fixed feesreportedItem 5.E
- Advisory activities
- financial planning, portfolio management for individuals, pension consulting, educational seminarsreportedItem 5.G
- Financial planning clients
- 500reportedItem 5.H
- Custody
- $4.7M, 3 clientsreportedItem 9.A
- 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
- buys or sells securities as principal to or from clients (8.A.2)
- has discretionary authority over which securities are bought or sold (8.C.1)
- receives research or other products from a broker-dealer, soft dollars (8.E)
- has custody of client cash or bank accounts (9.A.1.a)
- has custody of client securities (9.A.1.b)
- marketing includes testimonials (5.L.1.c)
Where the RAUM sits
Form ADV Item 5.D, latest filing
- High-net-worth individuals$433M90%
- Individuals$30.1M6.3%
- Corporations and businesses$15.5M3.2%
- Individual clients
- 49reported
- HNW clients
- 144reported
- Pension plan clients
- n/areported
- Charitable clients
- n/areported
- Accounts
- 767reported
- Financial planning clients
- 500reported
- Wrap fee programs
- noreported
- Custody of client assets
- $4.7M for 3 clientsreported
- Compensation
- fixed, hourlyreported
- Class basis
- private_client_share=0.97 fund_share=0.0 institutional_share=0.0 related_bd=false related_bank=false bd_reps=0.0derived
Advisors registered through the firm
10 on IAPD today, longest tenure first
| Name | Branch | Here since | In industry | Prior firms |
|---|---|---|---|---|
| Jean Elizabeth KeenerCertified Financial Planner | Keller, Tx | Jul 21, 2008 | 18 y | 0 |
| Rachel Paige SongerCertified Financial Planner | Keller, Tx | May 20, 2014 | 12 y | 0 |
| Samuel David PondCertified Financial Planner | Keller, Tx | May 19, 2021 | 10 y | 2 |
| Trista Kay JacobsCertified Financial Planner | Eagle, Ne | Mar 17, 2022 | 19 y | 0 |
| Elizabeth ShurtzCertified Financial Planner | Keller, Tx | Jun 23, 2022 | 12 y | 2 |
| Megan Nicole CoyneCertified Financial Planner | Keller, Tx | Oct 26, 2022 | 26 y | 2 |
| Sterling Joseph GrayCertified Financial Planner | Keller, Tx | May 30, 2023 | 10 y | 1 |
| Morgan Alyse MooreCertified Financial Planner | Nixa, Mo | Jul 27, 2024 | 10 y | 0 |
| Steven Andrew Myers | Keller, Tx | Oct 18, 2024 | 10 y | 0 |
| Stephen Tyler Ropes | Keller, Tx | Apr 25, 2025 | 10 y | 0 |
Advisor movement
0 left, 0 joined in 12 months
net 0 in 12 months0 left in 90 days0 joined in 90 daysdeparture rate 0.0% of current headcount0 left over 36 months
Left, latest
- Hannah Beth Szarszewski to Blue Mountain Financial PlanningMay 21, 2021 · RIA to a state-registered adviser
- Christina Michelle Slavonik to Yfp WealthApr 7, 2021 · RIA to RIA
- Elizabeth Shurtz to Td Ameritrade Investment Management, LLCApr 9, 2018 · RIA to RIA
- Jordan Scott Nightingale to Hfg Wealth Management, LLCApr 4, 2014 · Other
Joined, latest
- Sterling Joseph Gray from Hfg Wealth Management, LLCMay 30, 2023 · RIA to RIA
- Megan Nicole Coyne from Woodward Financial Advisors, Inc.Oct 26, 2022 · RIA to RIA
- Elizabeth Shurtz from Td Ameritrade Investment Management, LLCJun 23, 2022 · RIA to RIA
- Samuel David Pond from Raymond James Financial Services Advisors, IncMay 19, 2021 · Affiliated broker-dealer or bank to independent RIA
- Christina Michelle Slavonik from Yfp WealthFeb 6, 2020 · RIA to RIA
- Jordan Scott Nightingale from Petersen Hastings Wealth Advisors, Inc.Apr 30, 2013 · Other
Private funds
No private fund reported.
Owners and control persons
Schedule A and B, latest filing
- Elizabeth Jean Keener · Member/Chief Compliance Officercontrolsince 05/2008 · owns 75% or more
- Elizabeth Jean Keener · Trusteecontrolsince 05/2024 · owns F of The Lessor-Keener Family Trust
- Kelli Hinton · Director Of Operationssince 01/2021 · owns less than 5%
- David Samuel Pond · Financial Plannersince 01/2022 · owns 5% to 10%
- Paige Rachel Songer · Financial Plannersince 01/2021 · owns less than 5%
Entity owners
- The Lessor-Keener Family Trust · Ownerdirect · owns 75% or more
Related persons
Schedule D 7.A
No related person reported.
Office movement
IAPD branch city; joins and departures in 12 months
| Office | Advisors | Joined | Left | Teams out | Forming |
|---|---|---|---|---|---|
| Keller, Tx · principal | 10 | 0 | 0 |
Offices
Schedule D 1.F, the 25 largest
- Dallas, TX7 employees
What changed
consecutive filings, newest first
- Accounts · 658 to 767Jul 29, 2025 to Jan 30, 2026
- Advisory employees · 9 to 10Jul 29, 2025 to Jan 30, 2026
- Corporate clients · 5 to 4Jul 29, 2025 to Jan 30, 2026
- HNW clients · 109 to 144Jul 29, 2025 to Jan 30, 2026
- Individual clients · 58 to 49Jul 29, 2025 to Jan 30, 2026
- Assets in custody · $3.7M to $4.7MJul 29, 2025 to Jan 30, 2026
- Employees · 11 to 12Jul 29, 2025 to Jan 30, 2026
- Financial planning clients · 251-500 to More than 500Jul 29, 2025 to Jan 30, 2026
- State-registered IARs · 9 to 10Jul 29, 2025 to Jan 30, 2026
- Discretionary RAUM · $363M to $479MJul 29, 2025 to Jan 30, 2026
- HNW RAUM · $320M to $433MJul 29, 2025 to Jan 30, 2026
- Individual RAUM · $35.5M to $30.1MJul 29, 2025 to Jan 30, 2026
- Non-discretionary RAUM · $264,494 to $438,693Jul 29, 2025 to Jan 30, 2026
- RAUM · $363M to $479MJul 29, 2025 to Jan 30, 2026
- Financial planning clients · 251-500 to 251-500Jan 16, 2025 to Jul 29, 2025
- Accounts · 554 to 658Oct 18, 2024 to Jan 16, 2025
- Corporate clients · 3 to 5Oct 18, 2024 to Jan 16, 2025
- HNW clients · 97 to 109Oct 18, 2024 to Jan 16, 2025
- Individual clients · 53 to 58Oct 18, 2024 to Jan 16, 2025
- Assets in custody · $3.4M to $3.7MOct 18, 2024 to Jan 16, 2025
- Employees · 10 to 11Oct 18, 2024 to Jan 16, 2025
- Discretionary RAUM · $293M to $363MOct 18, 2024 to Jan 16, 2025
- HNW RAUM · $259M to $320MOct 18, 2024 to Jan 16, 2025
- Individual RAUM · $29.9M to $35.5MOct 18, 2024 to Jan 16, 2025
- Non-discretionary RAUM · $266,561 to $264,494Oct 18, 2024 to Jan 16, 2025
- RAUM · $294M to $363MOct 18, 2024 to Jan 16, 2025
- Accounts · 478 to 554Oct 27, 2023 to Feb 16, 2024
- Advisory employees · 8 to 9Oct 27, 2023 to Feb 16, 2024
- Corporate clients · 2 to 3Oct 27, 2023 to Feb 16, 2024
- HNW clients · 309 to 97Oct 27, 2023 to Feb 16, 2024
- Individual clients · 48 to 53Oct 27, 2023 to Feb 16, 2024
- Pension plan clients · 2.0 to unsetOct 27, 2023 to Feb 16, 2024
- Assets in custody · $8.1M to $3.4MOct 27, 2023 to Feb 16, 2024
- Employees · 9 to 10Oct 27, 2023 to Feb 16, 2024
- State-registered IARs · 8 to 9Oct 27, 2023 to Feb 16, 2024
- Discretionary RAUM · $219M to $293MOct 27, 2023 to Feb 16, 2024
- HNW RAUM · $190M to $259MOct 27, 2023 to Feb 16, 2024
- Individual RAUM · $26.6M to $29.9MOct 27, 2023 to Feb 16, 2024
- Non-discretionary RAUM · $2.5M to $266,561Oct 27, 2023 to Feb 16, 2024
- Pension RAUM · 2256791.0 to unsetOct 27, 2023 to Feb 16, 2024
Signals
2 dated events
- Keener Financial Planning reported RAUM $479.0M, up 32% from $362.8M (2025-07-29 to 2026-01-30)Jan 30, 2026 · RAUM change · derived
- Keener Financial Planning filed its initial SEC registration (Form ADV)Mar 28, 2019 · First SEC registration · fact
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/keener-financial-planning-llcreportedpublic record, Form ADV, Sep 17, 2026
- Website
- KEENERMONEY.COMreportedpublic record, Form ADV, Sep 17, 2026
- Principal office phone
- 817-993-0401reportedpublic record, Form ADV, Jul 20, 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
- Independent wealth managerderiveda rule over Items 5.D and 7.A
- RAUM per advisor
- $47.9Mderivedfirm RAUM over the IAPD count; not a book size
- Loaded
- Sep 14, 2026