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
Plan2thrive Financial
Legal name Plan2thrive Financial, LLC
Latest filing Feb 17, 2026
First filing on the tape Feb 27, 2025 · 4 filings
SEC status approved since Mar 3, 2025
RAUM
$148M
reported, Item 5.F
Discretionary
92%
of RAUM
Private clients
87%
$129M individuals and HNW
Advisors
3
registered through the firm on IAPD
RAUM per advisor
$49.2M
derived; firm RAUM over IAPD count
Employees
4
3 advisory (5.B.1)
Offices
0
beyond the principal office
Private funds
0
reported on Schedule D
History
4 filings and snapshots on the tape
RAUM$148M as of Feb 17, 2026
Feb 27, 2025$119M then
HNW client RAUM$72.2M as of Feb 17, 2026
Feb 27, 2025$55.0M then
State-registered IARs (5.B.3)3 as of Feb 17, 2026
Feb 27, 20255 then
Employees (5.A)4 as of Feb 17, 2026
Feb 27, 20258 then
Private funds: no history
RAUM +24% over the last fiscal yearIARs 5 to 3
Practice profile
derived from the filing of Feb 17, 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
- Solo or small team · one advisor, or a wealth manager with up to three advisors and one office
- RAUM per advisor
- $49.2MderivedRAUM over IAPD advisors; not a book size
- Clients per advisor
- 74derivedindividual and HNW clients (5.D) over advisors
- Average HNW client
- $2.9MderivedHNW RAUM over HNW clients
- Average account
- $192,619derivedRAUM over accounts (5.F.2.f)
- Discretionary
- 92%derivedof RAUM
- Institutional
- 13%derivedpensions, charities, corporations, government, insurance, banks, other advisers
- Employees per advisor
- 1.3derivedItem 5.A over advisors
- Advisors per office
- 3.0derived1 offices incl. principal (1.F.5)
- RAUM growth, one year
- +24%derivedbetween the last two annual amendments
- Advisor growth, one year
- -40%derivedItem 5.B.3 between annual amendments
- Client growth, one year
- -6.3%derived
- Compensation
- percentage of assets, hourly, fixed feesreportedItem 5.E
- Advisory activities
- financial planning, portfolio management for individuals, selection of other advisersreportedItem 5.G
- 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)
- marketing includes testimonials (5.L.1.c)
Where the RAUM sits
Form ADV Item 5.D, latest filing
- High-net-worth individuals$72.2M49%
- Individuals$56.4M38%
- Pension and profit-sharing plans$11.2M7.6%
- Charitable organizations$7.8M5.3%
- Individual clients
- 197reported
- HNW clients
- 25reported
- Pension plan clients
- 3reported
- Charitable clients
- 20reported
- Accounts
- 766reported
- Financial planning clients
- 51-100reported
- Wrap fee programs
- noreported
- Custody of client assets
- noreported
- Compensation
- % of AUM, fixed, hourlyreported
- Class basis
- private_client_share=0.87 fund_share=0.0 institutional_share=0.13 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 |
|---|---|---|---|---|
| Patrick Lee Reid | Eldridge, Ia | Nov 16, 2021 | 13 y | 3 |
| Jeff D NewburnCertified Financial Planner | Eldridge, Ia | Dec 10, 2021 | 25 y | 3 |
| Amanda Sue Kelley | Eldridge, Ia | Jan 31, 2025 | 19 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 headcount2 left over 36 months
Left, latest
- Mccarroll Zevenbergen to Birch Bay Financial PlanningJun 12, 2025 · RIA to a state-registered adviser
- Jakob Andrew Boley to Choreo, LLCMay 1, 2025 · RIA to RIA
Joined, latest
- Jakob Andrew Boley from Thrivent Investment Management Inc.Apr 2, 2024 · Affiliated broker-dealer or bank to independent RIA
- Jeff D Newburn from Plan2thrive Financial ServicesDec 10, 2021 · Other
- Patrick Lee Reid from Plan2thrive Financial ServicesNov 16, 2021 · Other
Teams: two or more advisors moving together within fourteen days, from one state
- 2 joined from Plan2thrive Financial ServicesDec 31, 2021 · Davenport, Ia
Private funds
No private fund reported.
Owners and control persons
Schedule A and B, latest filing
- R Jodi Reid · Managing Partnercontrolsince 06/2021 · owns 50% to 75%
- Lee Patrick Reid · Managing Partner & Chief Compliance Officercontrolsince 06/2021 · owns 50% to 75%
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 |
|---|---|---|---|---|---|
| Eldridge, Ia · principal | 3 | 0 | 0 |
Offices
Schedule D 1.F, the 25 largest
No branch office listed.
ADV anomalies
2 against comparable advisers; where to look, not conclusions
- account count surgeChange between filings · filing Feb 17, 2026accounts (Item 5.F.2.f) moved from 243.0 to 766.0 (+215.0%) between the annual amendments of 2025-02-27 and 2026-02-17; the peer median change was +5.0% (3687 comparable advisers, 99.0th percentile of changes)peers: independent wealth managers, $100M to $500M (3,687) · 99% percentile
- advisor count dropChange between filings · filing Feb 17, 2026advisory representatives (Item 5.B.3) moved from 5.0 to 3.0 (-40.0%) between the annual amendments of 2025-02-27 and 2026-02-17; the peer median change was 0.0% (965 comparable advisers, 3.0th percentile of changes)peers: independent wealth managers, $100M to $500M (965) · 2.6% percentile
What changed
consecutive filings, newest first
- Accounts · 243 to 766Jun 12, 2025 to Feb 17, 2026
- Charity clients · 0 to 20Jun 12, 2025 to Feb 17, 2026
- HNW clients · 23 to 25Jun 12, 2025 to Feb 17, 2026
- Individual clients · 214 to 197Jun 12, 2025 to Feb 17, 2026
- Employees · 6 to 4Jun 12, 2025 to Feb 17, 2026
- Financial planning clients · 101-250 to 51-100Jun 12, 2025 to Feb 17, 2026
- Discretionary RAUM · $110M to $136MJun 12, 2025 to Feb 17, 2026
- HNW RAUM · $55.0M to $72.2MJun 12, 2025 to Feb 17, 2026
- Individual RAUM · $54.9M to $56.4MJun 12, 2025 to Feb 17, 2026
- Non-discretionary RAUM · $9.3M to $11.2MJun 12, 2025 to Feb 17, 2026
- Pension RAUM · $9.3M to $11.2MJun 12, 2025 to Feb 17, 2026
- RAUM · $119M to $148MJun 12, 2025 to Feb 17, 2026
- Advisory employees · 4 to 3May 1, 2025 to Jun 12, 2025
- Employees · 7 to 6May 1, 2025 to Jun 12, 2025
- Financial planning clients · 101-250 to 101-250May 1, 2025 to Jun 12, 2025
- State-registered IARs · 4 to 3May 1, 2025 to Jun 12, 2025
- Advisory employees · 5 to 4Feb 27, 2025 to May 1, 2025
- Employees · 8 to 7Feb 27, 2025 to May 1, 2025
- State-registered IARs · 5 to 4Feb 27, 2025 to May 1, 2025
Signals
2 dated events
- Mccarroll Zevenbergen left Plan2Thrive Financial for Birch Bay Financial Planning (registered 2026-08-06)Jun 12, 2025 · Advisor changed firm · fact
- Jakob Andrew Boley left Plan2Thrive Financial for Choreo, Llc (registered 2025-05-22)May 1, 2025 · Advisor changed firm · 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
- 563-323-5790reportedpublished by the firm, firm site, Sep 16, 2026
- Website
- plan2thrivefs.comreportedpublic record, Form ADV, Sep 18, 2026
- Principal office phone
- 563-323-5790reportedpublic record, Form ADV, Feb 17, 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
- $49.2Mderivedfirm RAUM over the IAPD count; not a book size
- Loaded
- Sep 14, 2026