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
Penney Financial
Legal name Penney Financial, LLC
Latest filing Mar 24, 2026
First filing on the tape Aug 20, 2021 · 12 filings
SEC status approved since Sep 20, 2021
RAUM
$304M
reported, Item 5.F
Discretionary
100%
of RAUM
Private clients
99%
$300M individuals and HNW
Advisors
3
registered through the firm on IAPD
RAUM per advisor
$101M
derived; firm RAUM over IAPD count
Employees
3
3 advisory (5.B.1)
Offices
2
beyond the principal office
Private funds
0
reported on Schedule D
History
12 filings and snapshots on the tape
RAUM$304M as of Mar 24, 2026
Mar 27, 2022$128M then
HNW client RAUM$292M as of Mar 24, 2026
Mar 27, 2022$118M then
State-registered IARs (5.B.3)3 as of Mar 24, 2026
Mar 27, 20222 then
Employees (5.A)3 as of Mar 24, 2026
Mar 27, 20222 then
Private funds: no history
RAUM +29% over the last fiscal year+31% a year over threeIARs 3 to 3offices 5 to 2
Practice profile
derived from the filing of Mar 24, 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
- RAUM per advisor
- $101MderivedRAUM over IAPD advisors; not a book size
- Clients per advisor
- 36derivedindividual and HNW clients (5.D) over advisors
- Average HNW client
- $3.0MderivedHNW RAUM over HNW clients
- Average account
- $652,706derivedRAUM over accounts (5.F.2.f)
- Discretionary
- 100%derivedof RAUM
- Institutional
- 1.3%derivedpensions, charities, corporations, government, insurance, banks, other advisers
- Employees per advisor
- 1.0derivedItem 5.A over advisors
- Advisors per office
- 1.0derived3 offices incl. principal (1.F.5)
- RAUM growth, one year
- +29%derivedbetween the last two annual amendments
- Advisor growth, one year
- +0.0%derivedItem 5.B.3 between annual amendments
- Client growth, one year
- +18%derived
- Compensation
- percentage of assets, hourly, fixed feesreportedItem 5.E
- Advisory activities
- financial planning, portfolio management for individualsreportedItem 5.G
- Custody
- $150M, 65 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)
- compensates persons for client referrals (8.G.1)
- has custody of client cash or bank accounts (9.A.1.a)
- has custody of client securities (9.A.1.b)
- marketing includes hypothetical performance (5.L.3)
Where the RAUM sits
Form ADV Item 5.D, latest filing
- High-net-worth individuals$292M96%
- Individuals$7.4M2.4%
- Charitable organizations$3.9M1.3%
- Individual clients
- 13reported
- HNW clients
- 96reported
- Pension plan clients
- n/areported
- Charitable clients
- 1reported
- Accounts
- 465reported
- Financial planning clients
- 26-50reported
- Wrap fee programs
- noreported
- Custody of client assets
- $150M for 65 clientsreported
- Compensation
- % of AUM, fixed, hourlyreported
- Class basis
- private_client_share=0.99 fund_share=0.0 institutional_share=0.01 related_bd=false related_bank=false bd_reps=0.0derived
Advisors registered through the firm
3 on IAPD today, longest tenure first
| Name | Branch | Here since | In industry | Prior firms |
|---|---|---|---|---|
| Cameron John PenneyCertified Financial Planner | Houston, Tx | Jan 15, 2016 | 16 y | 5 |
| Kathryn A PrestwoodCertified Financial Planner | Houston, Tx | Jan 21, 2021 | 10 y | 0 |
| Michelle Smith | Houston, Tx | Mar 3, 2023 | 14 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
- Michelle Smith from Kcd Financial, Inc.Mar 3, 2023 · Affiliated broker-dealer or bank to independent RIA
- Cameron John Penney from Ameriprise Financial Services, LLCJan 15, 2016 · Affiliated broker-dealer or bank to independent RIA
Private funds
No private fund reported.
Owners and control persons
Schedule A and B, latest filing
- John Cameron Penney · Cco/Managing Directorcontrolsince 09/2015 · 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 |
|---|---|---|---|---|---|
| Houston, Tx · principal | 3 | 0 | 0 |
Offices
Schedule D 1.F, the 25 largest
- Houston, TX2 employees
- The Woodlands, TX1 employees
- , 1 employees
ADV anomalies
1 against comparable advisers; where to look, not conclusions
- office count dropChange between filings · filing Mar 24, 2026offices other than the principal office (Item 1.F.5) moved from 5.0 to 2.0 (-60.0%) between the annual amendments of 2025-03-19 and 2026-03-24; the peer median change was 0.0% (450 comparable advisers, 3.0th percentile of changes)peers: independent wealth managers, $100M to $500M (450) · 2.7% percentile
What changed
consecutive filings, newest first
- Accounts · 397 to 465Oct 13, 2025 to Mar 24, 2026
- HNW clients · 83 to 96Oct 13, 2025 to Mar 24, 2026
- Individual clients · 9 to 13Oct 13, 2025 to Mar 24, 2026
- Assets in custody · $120M to $150MOct 13, 2025 to Mar 24, 2026
- Financial planning clients · 51-100 to 26-50Oct 13, 2025 to Mar 24, 2026
- Other offices · 5 to 2Oct 13, 2025 to Mar 24, 2026
- Discretionary RAUM · $236M to $304MOct 13, 2025 to Mar 24, 2026
- HNW RAUM · $229M to $292MOct 13, 2025 to Mar 24, 2026
- Individual RAUM · $3.5M to $7.4MOct 13, 2025 to Mar 24, 2026
- RAUM · $236M to $304MOct 13, 2025 to Mar 24, 2026
- Accounts · 355 to 397Mar 11, 2024 to Mar 19, 2025
- HNW clients · 68 to 83Mar 11, 2024 to Mar 19, 2025
- Individual clients · 16 to 9Mar 11, 2024 to Mar 19, 2025
- Assets in custody · $80.0M to $120MMar 11, 2024 to Mar 19, 2025
- Financial planning clients · 26-50 to 51-100Mar 11, 2024 to Mar 19, 2025
- Discretionary RAUM · $186M to $236MMar 11, 2024 to Mar 19, 2025
- HNW RAUM · $175M to $229MMar 11, 2024 to Mar 19, 2025
- Individual RAUM · $6.7M to $3.5MMar 11, 2024 to Mar 19, 2025
- RAUM · $186M to $236MMar 11, 2024 to Mar 19, 2025
- Accounts · 303 to 355Oct 30, 2023 to Mar 11, 2024
- HNW clients · 53 to 68Oct 30, 2023 to Mar 11, 2024
- Individual clients · 21 to 16Oct 30, 2023 to Mar 11, 2024
- Assets in custody · $55.0M to $80.0MOct 30, 2023 to Mar 11, 2024
- Financial planning clients · 51-100 to 26-50Oct 30, 2023 to Mar 11, 2024
- Other offices · 6 to 5Oct 30, 2023 to Mar 11, 2024
- Discretionary RAUM · $134M to $186MOct 30, 2023 to Mar 11, 2024
- HNW RAUM · $123M to $175MOct 30, 2023 to Mar 11, 2024
- Individual RAUM · $6.8M to $6.7MOct 30, 2023 to Mar 11, 2024
- Non-discretionary RAUM · $273,493 to $0Oct 30, 2023 to Mar 11, 2024
- RAUM · $134M to $186MOct 30, 2023 to Mar 11, 2024
- Other offices · 5 to 6Jul 10, 2023 to Aug 22, 2023
- State-registered IARs · 2 to 3Mar 3, 2023 to Mar 7, 2023
- Other offices · 4 to 5Mar 2, 2023 to Mar 3, 2023
- Accounts · 231 to 303Mar 27, 2022 to Mar 2, 2023
- Advisory employees · 2 to 3Mar 27, 2022 to Mar 2, 2023
- HNW clients · 49 to 53Mar 27, 2022 to Mar 2, 2023
- Individual clients · 15 to 21Mar 27, 2022 to Mar 2, 2023
- Assets in custody · $41.0M to $55.0MMar 27, 2022 to Mar 2, 2023
- Employees · 2 to 3Mar 27, 2022 to Mar 2, 2023
- Other offices · 3 to 4Mar 27, 2022 to Mar 2, 2023
Signals
1 dated events
- Penney Financial filed its initial SEC registration (Form ADV)Aug 20, 2021 · 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
- contact@penneyfinancial.comreportedpublished by the firm, firm site, Sep 16, 2026
- Business phone
- 713-300-5165reportedpublished by the firm, firm site, Sep 16, 2026
- Firm profile
- LINKEDIN.COM/COMPANY/PENNEY-FINANCIAL-LLCreportedpublic record, Form ADV, Sep 17, 2026
- Website
- PENNEYFINANCIAL.COMreportedpublic record, Form ADV, Sep 17, 2026
- Principal office phone
- 713-300-5165reportedpublic record, Form ADV, Mar 24, 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
- $101Mderivedfirm RAUM over the IAPD count; not a book size
- Loaded
- Sep 14, 2026