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
Long Road Investment Counsel, LLC
Latest filing Mar 20, 2026
First filing on the tape May 2, 2014 · 16 filings
SEC status approved since May 9, 2014
RAUM
$346M
reported, Item 5.F
Discretionary
100%
of RAUM
Private clients
100%
$346M individuals and HNW
Advisors
2
registered through the firm on IAPD
RAUM per advisor
$173M
derived; firm RAUM over IAPD count
Employees
2
2 advisory (5.B.1)
Offices
0
beyond the principal office
Private funds
0
reported on Schedule D
History
16 filings and snapshots on the tape
RAUM$346M as of Mar 20, 2026
Mar 30, 2015$149M then
HNW client RAUM$345M as of Mar 20, 2026
Mar 26, 2018$177M then
State-registered IARs (5.B.3)2 as of Mar 20, 2026
Mar 30, 20151 then
Employees (5.A)2 as of Mar 20, 2026
Mar 30, 20151 then
Private funds: no history
RAUM +9.8% over the last fiscal year+11% a year over threeIARs 2 to 2
Practice profile
derived from the filing of Mar 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
- Solo or small team · one advisor, or a wealth manager with up to three advisors and one office
- UHNW private wealth · private-client share at least 50 percent, HNW at least 90 percent of private-client RAUM, and average HNW client assets at least $10M
- RAUM per advisor
- $173MderivedRAUM over IAPD advisors; not a book size
- Clients per advisor
- unknownderivedindividual and HNW clients (5.D) over advisors
- Average HNW client
- $10.1MderivedHNW RAUM over HNW clients
- Average account
- $3.3MderivedRAUM over accounts (5.F.2.f)
- Discretionary
- 100%derivedof RAUM
- Institutional
- 0.0%derivedpensions, charities, corporations, government, insurance, banks, other advisers
- Employees per advisor
- 1.0derivedItem 5.A over advisors
- Advisors per office
- 2.0derived1 offices incl. principal (1.F.5)
- RAUM growth, one year
- +9.8%derivedbetween the last two annual amendments
- Advisor growth, one year
- +0.0%derivedItem 5.B.3 between annual amendments
- Client growth, one year
- unknownderived
- Compensation
- percentage of assetsreportedItem 5.E
- Advisory activities
- portfolio management for individualsreportedItem 5.G
- Custody
- $36.5M, 14 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)
- a related person has custody of client cash (9.B.1.a)
- a related person has custody of client securities (9.B.1.b)
Where the RAUM sits
Form ADV Item 5.D, latest filing
- High-net-worth individuals$345M100%
- Individuals$1.3M0.4%
- Individual clients
- n/areported
- HNW clients
- 34reported
- Pension plan clients
- n/areported
- Charitable clients
- n/areported
- Accounts
- 104reported
- Financial planning clients
- 0reported
- Wrap fee programs
- noreported
- Custody of client assets
- $36.5M for 14 clientsreported
- Compensation
- % of AUMreported
- 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
2 on IAPD today, longest tenure first
| Name | Branch | Here since | In industry | Prior firms |
|---|---|---|---|---|
| Charles Dwight WattlesChartered Financial Analyst | Kalamazoo, Mi | Jan 1, 2025 | 35 y | 1 |
| Marilee Kristen Bartl | Kalamazoo, Mi | Feb 24, 2025 | 16 y | 2 |
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
- Marilee Kristen Bartl from Npf Investment AdvisorsFeb 24, 2025 · RIA to RIA
- Charles Dwight Wattles from Arcadia Investment Management CorpJan 1, 2025 · Other
Private funds
No private fund reported.
Owners and control persons
Schedule A and B, latest filing
- Dwight Charles Wattles · Member, President, Chief Compliance Officercontrolsince 04/2014 · 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 |
|---|---|---|---|---|---|
| Kalamazoo, Mi · principal | 2 | 0 | 0 |
Offices
Schedule D 1.F, the 25 largest
No branch office listed.
ADV anomalies
1 against comparable advisers; where to look, not conclusions
- unusually large average HNW clientStatic outlier · filing Mar 20, 2026HNW RAUM per HNW client of $10,149,971 against a peer median of $2,404,040 (4940 comparable advisers, 100.0th percentile, 5.2 robust deviations)peers: independent wealth managers, $100M to $500M (4,940) · 100% percentile
What changed
consecutive filings, newest first
- HNW clients · 35 to 34Apr 7, 2025 to Mar 20, 2026
- Assets in custody · $44.1M to $36.5MApr 7, 2025 to Mar 20, 2026
- Discretionary RAUM · $316M to $346MApr 7, 2025 to Mar 20, 2026
- HNW RAUM · $314M to $345MApr 7, 2025 to Mar 20, 2026
- Individual RAUM · $1.2M to $1.3MApr 7, 2025 to Mar 20, 2026
- RAUM · $316M to $346MApr 7, 2025 to Mar 20, 2026
- Accounts · 108 to 104Mar 26, 2024 to Apr 7, 2025
- Advisory employees · 1 to 2Mar 26, 2024 to Apr 7, 2025
- HNW clients · 39 to 35Mar 26, 2024 to Apr 7, 2025
- Employees · 1 to 2Mar 26, 2024 to Apr 7, 2025
- Financial planning clients · 0 to 0Mar 26, 2024 to Apr 7, 2025
- State-registered IARs · 1 to 2Mar 26, 2024 to Apr 7, 2025
- Discretionary RAUM · $284M to $316MMar 26, 2024 to Apr 7, 2025
- HNW RAUM · $284M to $314MMar 26, 2024 to Apr 7, 2025
- Individual RAUM · unset to 1229000.0Mar 26, 2024 to Apr 7, 2025
- RAUM · $284M to $316MMar 26, 2024 to Apr 7, 2025
- Accounts · 111 to 108Mar 23, 2023 to Mar 26, 2024
- HNW clients · 35 to 39Mar 23, 2023 to Mar 26, 2024
- Assets in custody · $45.2M to $44.1MMar 23, 2023 to Mar 26, 2024
- Discretionary RAUM · $253M to $284MMar 23, 2023 to Mar 26, 2024
- HNW RAUM · $252M to $284MMar 23, 2023 to Mar 26, 2024
- Individual RAUM · 630000.0 to unsetMar 23, 2023 to Mar 26, 2024
- RAUM · $253M to $284MMar 23, 2023 to Mar 26, 2024
- Accounts · 109 to 111Mar 28, 2022 to Mar 23, 2023
- HNW clients · 34 to 35Mar 28, 2022 to Mar 23, 2023
- Assets in custody · $37.9M to $45.2MMar 28, 2022 to Mar 23, 2023
- Financial planning clients · unset to 0Mar 28, 2022 to Mar 23, 2023
- Discretionary RAUM · $301M to $253MMar 28, 2022 to Mar 23, 2023
- HNW RAUM · $301M to $252MMar 28, 2022 to Mar 23, 2023
- Individual RAUM · $350,000 to $630,000Mar 28, 2022 to Mar 23, 2023
- RAUM · $301M to $253MMar 28, 2022 to Mar 23, 2023
- Accounts · 104 to 109Mar 23, 2021 to Mar 28, 2022
- HNW clients · 33 to 34Mar 23, 2021 to Mar 28, 2022
- Assets in custody · $32.0M to $37.9MMar 23, 2021 to Mar 28, 2022
- Discretionary RAUM · $244M to $301MMar 23, 2021 to Mar 28, 2022
- HNW RAUM · $243M to $301MMar 23, 2021 to Mar 28, 2022
- Individual RAUM · $319,000 to $350,000Mar 23, 2021 to Mar 28, 2022
- RAUM · $244M to $301MMar 23, 2021 to Mar 28, 2022
- Accounts · 103 to 104Jun 29, 2020 to Mar 23, 2021
- HNW clients · 34 to 33Jun 29, 2020 to Mar 23, 2021
Signals
1 dated events
- Long Road Investment Counsel, Llc filed its initial SEC registration (Form ADV)May 2, 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.
How to reach
public business contact points only, each with its source
- Business phone
- 269-488-8001reportedpublished by the firm, firm site, Sep 16, 2026
- Business phone
- 269-488-8119reportedpublished by the firm, firm site, Sep 16, 2026
- Website
- LONGROADINVESTMENT.COMreportedpublic record, Form ADV, Sep 17, 2026
- Principal office phone
- 269-488-8001reportedpublic record, Form ADV, Mar 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
- $173Mderivedfirm RAUM over the IAPD count; not a book size
- Loaded
- Sep 14, 2026