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
Willow Grove Advisors, LLC
Latest filing Mar 13, 2026
First filing on the tape Dec 16, 2011 · 17 filings
SEC status approved since Jul 26, 2019
RAUM
$370M
reported, Item 5.F
Discretionary
93%
of RAUM
Private clients
100%
$370M individuals and HNW
Advisors
7
registered through the firm on IAPD
RAUM per advisor
$52.8M
derived; firm RAUM over IAPD count
Employees
7
5 advisory (5.B.1)
Offices
0
beyond the principal office
Private funds
0
reported on Schedule D
History
17 filings and snapshots on the tape
RAUM$370M as of Mar 13, 2026
Mar 21, 2012$37.0M then
HNW client RAUM$327M as of Mar 13, 2026
Mar 26, 2020$97.4M then
State-registered IARs (5.B.3)5 as of Mar 13, 2026
Mar 21, 20120 then
Employees (5.A)7 as of Mar 13, 2026
Mar 26, 20202 then
Private funds: no history
RAUM +23% over the last fiscal year+23% a year over threeIARs 5 to 5
Practice profile
derived from the filing of Mar 13, 2026; every figure names its basis
Archetypes, each a printed rule
- HNW wealth manager · private-client share of RAUM at least 50 percent and HNW share of private-client RAUM 50 to 90 percent
- 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
- Wrap program sponsor · sponsors a wrap fee program (5.I) with at least $100M of wrap assets
- RAUM per advisor
- $52.8MderivedRAUM over IAPD advisors; not a book size
- Clients per advisor
- 28derivedindividual and HNW clients (5.D) over advisors
- Average HNW client
- $3.5MderivedHNW RAUM over HNW clients
- Average account
- $472,869derivedRAUM over accounts (5.F.2.f)
- Discretionary
- 93%derivedof RAUM
- Institutional
- 0.0%derivedpensions, charities, corporations, government, insurance, banks, other advisers
- Employees per advisor
- 1.0derivedItem 5.A over advisors
- Advisors per office
- 7.0derived1 offices incl. principal (1.F.5)
- RAUM growth, one year
- +23%derivedbetween the last two annual amendments
- Advisor growth, one year
- +0.0%derivedItem 5.B.3 between annual amendments
- Client growth, one year
- +3.7%derived
- Compensation
- percentage of assets, hourlyreportedItem 5.E
- Advisory activities
- financial planning, portfolio management for individuals, selection of other advisersreportedItem 5.G
- Wrap fee program
- $690MreportedItem 5.I
- 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)
Where the RAUM sits
Form ADV Item 5.D, latest filing
- High-net-worth individuals$327M88%
- Individuals$42.6M12%
- Individual clients
- 100reported
- HNW clients
- 94reported
- Pension plan clients
- n/areported
- Charitable clients
- n/areported
- Accounts
- 782reported
- Financial planning clients
- 11-25reported
- Wrap fee programs
- $345M sponsored, $345M managedreported
- Custody of client assets
- noreported
- Compensation
- % of AUM, hourlyreported
- Class basis
- private_client_share=1.0 fund_share=0.0 institutional_share=0.0 related_bd=false related_bank=false bd_reps=0.0derived
Advisors registered through the firm
7 on IAPD today, longest tenure first
| Name | Branch | Here since | In industry | Prior firms |
|---|---|---|---|---|
| Jeffrey Scott Petersen | Berkeley, Ca | Feb 12, 2010 | 17 y | 1 |
| Keley Renee Petersen | Berkeley, Ca | May 27, 2016 | 29 y | 5 |
| Wing-Yin Emily KongCertified Financial Planner | Berkeley, Ca | Mar 10, 2021 | 12 y | 2 |
| Claudina Elizebeth CampbellCertified Financial Planner | Berkeley, Ca | Jun 7, 2022 | 20 y | 3 |
| Sarah Elizabeth Smith | Berkeley, Ca | Nov 15, 2022 | 14 y | 0 |
| Arijeet Singh | Berkeley, Ca | Sep 15, 2025 | 11 y | 0 |
| Laura M. Kohler | Berkeley, Ca | Apr 25, 2026 | 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
none on the tape
Joined, latest
- Claudina Elizebeth Campbell from Coldstream Wealth ManagementJun 7, 2022 · RIA to RIA
- Wing-Yin Emily Kong from Merrill Lynch, Pierce, Fenner & Smith IncorporatedMar 10, 2021 · Wirehouse to independent RIA
- Keley Renee Petersen from Bay Willow Advisers, LLCMay 27, 2016 · Other
- Jeffrey Scott Petersen from Bay Willow Advisers, LLCFeb 12, 2010 · Other
Private funds
No private fund reported.
Owners and control persons
Schedule A and B, latest filing
- Scott Jeffrey Petersen · Membercontrolsince 10/2009 · owns 5% to 10%
- Renee Keley Petersen · Managing Membercontrolsince 10/2009 · 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 |
|---|---|---|---|---|---|
| Berkeley, Ca · principal | 7 | 2 | 0 |
Offices
Schedule D 1.F, the 25 largest
No branch office listed.
What changed
consecutive filings, newest first
- Accounts · 720 to 782Oct 28, 2025 to Mar 13, 2026
- HNW clients · 88 to 94Oct 28, 2025 to Mar 13, 2026
- Individual clients · 99 to 100Oct 28, 2025 to Mar 13, 2026
- Pooled vehicle clients · 0.0 to unsetOct 28, 2025 to Mar 13, 2026
- Employees · 6 to 7Oct 28, 2025 to Mar 13, 2026
- Financial planning clients · 1-10 to 11-25Oct 28, 2025 to Mar 13, 2026
- Discretionary RAUM · $272M to $345MOct 28, 2025 to Mar 13, 2026
- HNW RAUM · $261M to $327MOct 28, 2025 to Mar 13, 2026
- Individual RAUM · $39.3M to $42.6MOct 28, 2025 to Mar 13, 2026
- Non-discretionary RAUM · $27.9M to $24.9MOct 28, 2025 to Mar 13, 2026
- RAUM · $300M to $370MOct 28, 2025 to Mar 13, 2026
- Wrap assets (manager) · $273M to $345MOct 28, 2025 to Mar 13, 2026
- Wrap assets (sponsor) · $273M to $345MOct 28, 2025 to Mar 13, 2026
- Employees · 5 to 6Jun 2, 2025 to Oct 28, 2025
- Financial planning clients · 1-10 to 1-10Mar 28, 2025 to Jun 2, 2025
- Wrap assets (manager) · unset to 272994788.0Mar 28, 2025 to Jun 2, 2025
- Wrap assets (sponsor) · unset to 272994788.0Mar 28, 2025 to Jun 2, 2025
- Accounts · 581 to 720Mar 28, 2024 to Mar 28, 2025
- HNW clients · 76 to 88Mar 28, 2024 to Mar 28, 2025
- Individual clients · 85 to 99Mar 28, 2024 to Mar 28, 2025
- Discretionary RAUM · $223M to $272MMar 28, 2024 to Mar 28, 2025
- HNW RAUM · $201M to $261MMar 28, 2024 to Mar 28, 2025
- Individual RAUM · $26.7M to $39.3MMar 28, 2024 to Mar 28, 2025
- Non-discretionary RAUM · $4.7M to $27.9MMar 28, 2024 to Mar 28, 2025
- RAUM · $227M to $300MMar 28, 2024 to Mar 28, 2025
- Accounts · 529 to 581Mar 30, 2023 to Mar 28, 2024
- HNW clients · 73 to 76Mar 30, 2023 to Mar 28, 2024
- Individual clients · 78 to 85Mar 30, 2023 to Mar 28, 2024
- Discretionary RAUM · $200M to $223MMar 30, 2023 to Mar 28, 2024
- HNW RAUM · $179M to $201MMar 30, 2023 to Mar 28, 2024
- Individual RAUM · $22.3M to $26.7MMar 30, 2023 to Mar 28, 2024
- Non-discretionary RAUM · $807,373 to $4.7MMar 30, 2023 to Mar 28, 2024
- RAUM · $201M to $227MMar 30, 2023 to Mar 28, 2024
- Accounts · 417 to 529Jul 5, 2022 to Mar 30, 2023
- Advisory employees · 4 to 5Jul 5, 2022 to Mar 30, 2023
- HNW clients · 51 to 73Jul 5, 2022 to Mar 30, 2023
- Individual clients · 67 to 78Jul 5, 2022 to Mar 30, 2023
- Employees · 4 to 5Jul 5, 2022 to Mar 30, 2023
- State-registered IARs · 4 to 5Jul 5, 2022 to Mar 30, 2023
- Discretionary RAUM · $185M to $200MJul 5, 2022 to Mar 30, 2023
Signals
1 dated events
- Willow Grove Advisors, Llc filed its initial SEC registration (Form ADV)Jun 26, 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
- Business email
- info@willowgroveadvisors.comreportedpublished by the firm, firm site, Sep 15, 2026
- Business phone
- 510-705-1693reportedpublished by the firm, firm site, Sep 15, 2026
- Business phone
- 510-705-1771reportedpublished by the firm, firm site, Sep 15, 2026
- Firm profile
- LINKEDIN.COM/COMPANY/560207reportedpublic record, Form ADV, Sep 18, 2026
- Website
- WILLOWGROVEADVISORS.COMreportedpublic record, Form ADV, Sep 18, 2026
- Principal office phone
- 510-705-1693reportedpublic record, Form ADV, Mar 13, 2026
- Contact form
- willowgroveadvisors.com/contactreportedpublished by the firm, firm site, Sep 15, 2026
- Team page
- willowgroveadvisors.com/teamreportedpublished by the firm, firm site, Sep 15, 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
- $52.8Mderivedfirm RAUM over the IAPD count; not a book size
- Loaded
- Sep 14, 2026