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.

Former SEC-registered adviser

Intrua Advisory Group LLC

Former SEC-registered adviserHouston, TexasCRD 169512SEC 801-88170IAPD
Latest filing Mar 30, 2021
First filing on the tape Jan 7, 2014 · 23 filings
RAUM
$169M
reported, Item 5.F
Discretionary
100%
of RAUM
Private clients
99%
$167M individuals and HNW
Advisors
0
registered through the firm on IAPD
RAUM per advisor
n/a
derived; firm RAUM over IAPD count
Employees
10
4 advisory (5.B.1)
Offices
3
beyond the principal office
Private funds
0
reported on Schedule D
History
23 filings and snapshots on the tape
RAUM$169M as of Mar 30, 2021
Mar 8, 2016$95.8M then
HNW client RAUM$64.3M as of Mar 30, 2021
Jan 28, 2018$32.1M then
State-registered IARs (5.B.3)4 as of Mar 30, 2021
Mar 8, 20166 then
Employees (5.A)10 as of Mar 30, 2021
Mar 8, 20167 then
Private funds: no history
RAUM -18% over the last fiscal year+3.2% a year over threeIARs 5 to 4offices 4 to 3
Practice profile
derived from the filing of Mar 30, 2021; every figure names its basis
RAUM per advisor
$42.1MderivedRAUM over IAPD advisors; not a book size
Clients per advisor
173derivedindividual and HNW clients (5.D) over advisors
Average HNW client
$1.9MderivedHNW RAUM over HNW clients
Average account
$171,626derivedRAUM over accounts (5.F.2.f)
Discretionary
100%derivedof RAUM
Institutional
1.1%derivedpensions, charities, corporations, government, insurance, banks, other advisers
Employees per advisor
2.5derivedItem 5.A over advisors
Advisors per office
1.0derived4 offices incl. principal (1.F.5)
RAUM growth, one year
-18%derivedbetween the last two annual amendments
Advisor growth, one year
-20%derivedItem 5.B.3 between annual amendments
Client growth, one year
-17%derived
Compensation
percentage of assets, hourly, fixed feesreportedItem 5.E
Advisory activities
financial planning, portfolio management for individuals, portfolio management for businesses and institutions, pension consultingreportedItem 5.G
Wrap fee program
$41.0MreportedItem 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)
  • compensates persons for client referrals (8.G.1)
Where the RAUM sits
Form ADV Item 5.D, latest filing
  • Individuals$102M61%
  • High-net-worth individuals$64.3M38%
  • Charitable organizations$1.4M0.8%
  • Pension and profit-sharing plans$513,3320.3%
Individual clients
659reported
HNW clients
34reported
Pension plan clients
5reported
Charitable clients
n/areported
Accounts
982reported
Financial planning clients
1-10reported
Wrap fee programs
$9.1M sponsored, $0 managedreported
Custody of client assets
noreported
Compensation
% of AUM, fixed, hourlyreported
Class basis
absent from the latest SEC rosterderived
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
Joined, latest
Every departureEvery arrival
Teams: two or more advisors moving together within fourteen days, from one state
    Teams outTeams in
    Private funds
    No private fund reported.
    Owners and control persons
    Schedule A and B, latest filing
    • Clifton Andrew Keller · Ccocontrol
      since 11/2018 · owns less than 5%
    • Clifton Andrew Keller · Managing Membercontrol
      since 01/2007 · owns 25% to 50% of Intrua Financial Holdings, LLC
    • Douglas Paul Larson · Shareholdercontrol
      since 11/2020 · owns 25% to 50% of Larson Intrua Financial, LLC
    • Aaron Christopher Merla · Chief Operations Officer
      since 11/2018 · owns 10% to 25%
    Entity owners
    • Intrua Financial Holdings, LLC · LLC Member
      direct · owns 75% or more
    • Larson Financial Holdings, LLC · Shareholder
      indirect · owns 25% to 50% of Larson Intrua Financial, LLC
    • Larson Intrua Financial, LLC · Shareholder
      indirect · owns 75% or more of Intrua Financial Holdings, LLC
    Related persons
    Schedule D 7.A
    Offices
    Schedule D 1.F, the 25 largest
    • Shreveport, LA5 employees
    • Atlanta, TX2 employees
    • Watchung, NJ1 employees
    What changed
    consecutive filings, newest first
    • Accounts · 1,139 to 982
      Jul 24, 2020 to Mar 30, 2021
    • Advisory employees · 5 to 4
      Jul 24, 2020 to Mar 30, 2021
    • HNW clients · 38 to 34
      Jul 24, 2020 to Mar 30, 2021
    • Individual clients · 793 to 659
      Jul 24, 2020 to Mar 30, 2021
    • Pension plan clients · 9 to 5
      Jul 24, 2020 to Mar 30, 2021
    • Employees · 13 to 10
      Jul 24, 2020 to Mar 30, 2021
    • State-registered IARs · 5 to 4
      Jul 24, 2020 to Mar 30, 2021
    • Other offices · 4 to 3
      Jul 24, 2020 to Mar 30, 2021
    • Discretionary RAUM · $205M to $168M
      Jul 24, 2020 to Mar 30, 2021
    • HNW RAUM · $73.7M to $64.3M
      Jul 24, 2020 to Mar 30, 2021
    • Individual RAUM · $131M to $102M
      Jul 24, 2020 to Mar 30, 2021
    • Non-discretionary RAUM · $783,149 to $237,379
      Jul 24, 2020 to Mar 30, 2021
    • Pension RAUM · $736,507 to $513,332
      Jul 24, 2020 to Mar 30, 2021
    • RAUM · $206M to $169M
      Jul 24, 2020 to Mar 30, 2021
    • Related broker-dealer · false to true
      Jul 24, 2020 to Mar 30, 2021
    • Wrap assets (sponsor) · $0 to $9.1M
      Jul 24, 2020 to Mar 30, 2021
    • Business name · COGENT ADVISORY GROUP LLC to INTRUA ADVISORY GROUP LLC
      Mar 28, 2020 to Jun 24, 2020
    • Legal name · COGENT ADVISORY GROUP LLC to INTRUA ADVISORY GROUP LLC
      Mar 28, 2020 to Jun 24, 2020
    • Accounts · 1,029 to 1,139
      Nov 13, 2019 to Mar 28, 2020
    • HNW clients · 25 to 38
      Nov 13, 2019 to Mar 28, 2020
    • Individual clients · 706 to 793
      Nov 13, 2019 to Mar 28, 2020
    • Pension plan clients · 10 to 9
      Nov 13, 2019 to Mar 28, 2020
    • Employees · 7 to 13
      Nov 13, 2019 to Mar 28, 2020
    • Discretionary RAUM · $158M to $205M
      Nov 13, 2019 to Mar 28, 2020
    • HNW RAUM · $46.8M to $73.7M
      Nov 13, 2019 to Mar 28, 2020
    • Individual RAUM · $108M to $131M
      Nov 13, 2019 to Mar 28, 2020
    • Non-discretionary RAUM · $130,067 to $783,149
      Nov 13, 2019 to Mar 28, 2020
    • Pension RAUM · $2.2M to $736,507
      Nov 13, 2019 to Mar 28, 2020
    • RAUM · $158M to $206M
      Nov 13, 2019 to Mar 28, 2020
    • Related adviser · false to true
      Nov 13, 2019 to Mar 28, 2020
    • Accounts · 865 to 1,029
      Nov 6, 2018 to Mar 28, 2019
    • Charity clients · 3.0 to unset
      Nov 6, 2018 to Mar 28, 2019
    • HNW clients · 17 to 25
      Nov 6, 2018 to Mar 28, 2019
    • Individual clients · 839 to 706
      Nov 6, 2018 to Mar 28, 2019
    • Pension plan clients · 6 to 10
      Nov 6, 2018 to Mar 28, 2019
    • Discretionary RAUM · $153M to $158M
      Nov 6, 2018 to Mar 28, 2019
    • HNW RAUM · $32.1M to $46.8M
      Nov 6, 2018 to Mar 28, 2019
    • Individual RAUM · $117M to $108M
      Nov 6, 2018 to Mar 28, 2019
    • Non-discretionary RAUM · $0 to $130,067
      Nov 6, 2018 to Mar 28, 2019
    • Pension RAUM · $3.1M to $2.2M
      Nov 6, 2018 to Mar 28, 2019
    Signals
    2 dated events
    • Douglas Paul Larson (Shareholder) appeared on Schedule A of Intrua Advisory Group Llc
      Mar 30, 2021 · Control person joined · fact
    • Cogent Advisory Group Llc filed its initial SEC registration (Form ADV)
      Jan 7, 2014 · 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.
    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
    Former SEC-registered 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