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

Diversify Advisory Services, LLC

Broker-dealer affiliated wealth managerSouth Jordan, UtahCRD 326060SEC 801-128675websiteIAPD
Latest filing Sep 11, 2026
First filing on the tape Aug 2, 2023 · 43 filings
SEC status approved since Aug 31, 2023
RAUM
$4.6B
reported, Item 5.F
Discretionary
86%
of RAUM
Private clients
94%
$4.4B individuals and HNW
Advisors
113
registered through the firm on IAPD
RAUM per advisor
$41.1M
derived; firm RAUM over IAPD count
Employees
206
110 advisory (5.B.1)
Offices
27
beyond the principal office
Private funds
0
reported on Schedule D
History
43 filings and snapshots on the tape
RAUM$4.6B as of Aug 3, 2026
Mar 29, 2024$2.9B then
HNW client RAUM$2.0B as of Aug 3, 2026
Mar 29, 2024$1.8B then
State-registered IARs (5.B.3)54 as of Aug 3, 2026
Mar 29, 202454 then
Employees (5.A)206 as of Aug 3, 2026
Mar 29, 2024156 then
Private funds: no history
RAUM +45% over the last fiscal yearIARs 54 to 54
Practice profile
derived from the filing of Sep 11, 2026; every figure names its basis
Archetypes, each a printed rule
  • Broker-dealer affiliated · Item 7.A.1 (broker-dealer affiliate) and at least 50 registered representatives (Item 5.B.2), or the adviser is itself a broker-dealer (6.A.1)
RAUM per advisor
$40.4MderivedRAUM over IAPD advisors; not a book size
Clients per advisor
45derivedindividual and HNW clients (5.D) over advisors
Average HNW client
$2.5MderivedHNW RAUM over HNW clients
Average account
$358,952derivedRAUM over accounts (5.F.2.f)
Discretionary
86%derivedof RAUM
Institutional
6.0%derivedpensions, charities, corporations, government, insurance, banks, other advisers
Employees per advisor
1.8derivedItem 5.A over advisors
Advisors per office
4.1derived28 offices incl. principal (1.F.5)
RAUM growth, one year
+45%derivedbetween the last two annual amendments
Advisor growth, one year
+0.0%derivedItem 5.B.3 between annual amendments
Client growth, one year
+43%derived
Compensation
percentage of assets, hourly, fixed feesreportedItem 5.E
Advisory activities
financial planning, portfolio management for individuals, portfolio management for businesses and institutions, selection of other advisersreportedItem 5.G
Wrap fee program
participatesreportedItem 5.I
Custody
$607M, 631 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)
  • compensates non-employees for client referrals (8.G.2)
  • 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)
  • marketing includes testimonials (5.L.1.c)
  • marketing includes hypothetical performance (5.L.3)
Where the RAUM sits
Form ADV Item 5.D, latest filing
  • Individuals$2.3B50%
  • High-net-worth individuals$2.0B44%
  • Pension and profit-sharing plans$279M6.0%
  • Corporations and businesses$14.7M0.3%
Individual clients
4,398reported
HNW clients
802reported
Pension plan clients
106reported
Charitable clients
n/areported
Accounts
12,951reported
Financial planning clients
101-250reported
Wrap fee programs
$0 sponsored, $113M managedreported
Custody of client assets
$607M for 631 clientsreported
Compensation
% of AUM, fixed, hourlyreported
Class basis
private_client_share=0.94 fund_share=0.0 institutional_share=0.06 related_bd=true related_bank=false bd_reps=72.0derived
Advisors registered through the firm
112 on IAPD today, longest tenure first
NameBranchHere sinceIn industryPrior firms
Craig Robert WatanabeCertified Financial PlannerLa Canada, Ca Sep 5, 202340 y7
Martin Sam WasserSouth Jordan, UtSep 5, 202335 y3
Cole D Tyler EinersonSouth Jordan, UtSep 6, 202310 y3
Richard KimSouth Jordan, Ut Sep 13, 202311 y1
Leon Chang Soo KimSouth Jordan, Ut Sep 13, 202310 y3
Hyung Jin KimCertified Financial PlannerLos Angeles, Ca Sep 13, 202321 y3
Jason AndersonSouth Jordan, UtSep 15, 202315 y2
Eric Joseph VoegeliSouth Jordan, Ut Sep 15, 202328 y4
David Jay WrigleyChartered Financial AnalystSouth Jordan, UtSep 15, 202321 y1
David Ryan LagaSouth Jordan, UtSep 15, 202320 y0
Daniel James LukeCertified Financial PlannerSouth Jordan, UtSep 15, 202325 y4
Ryan Omer SmithSouth Jordan, UtSep 15, 202322 y5
Daniel Allan TeagueSouth Jordan, UtSep 15, 202313 y6
John Bradley AndersonSouth Jordan, UtSep 15, 202314 y0
Charles Elmer SorensenLogan, Ut Sep 15, 202327 y7
David J AliSouth Jordan, Ut Sep 25, 202310 y2
Laura Elizabeth BalbackSouth Jordan, Ut Sep 25, 202314 y3
Charles Chadwick CampbellSouth Jordan, Ut Sep 26, 202328 y2
Joseph Albert GhabourSouth Jordan, Ut Sep 26, 202324 y4
Eddie GhabourSouth Jordan, Ut Sep 27, 202328 y4
Barry William WongCertified Financial PlannerSouth Jordan, Ut Oct 3, 202329 y1
Anthony Angelo CipollaSouth Jordan, Ut Oct 3, 202324 y2
Michael Thomas RedmondLewes, De Oct 3, 202327 y4
Matthew Gage HunstockCertified Financial PlannerSanta Rosa, Ca Oct 3, 202321 y5
Stephen Francis PattersonChartered Financial ConsultantSouth Jordan, Ut Oct 3, 202316 y2
Michael Douglas CollinsSouth Jordan, Ut Oct 16, 202310 y1
Stuart Bradshaw MathesonSouth Jordan, UtOct 25, 202312 y1
Enrique Manuel CheSouth Jordan, Ut Nov 17, 202336 y2
Karl SadanagaSouth Jordan, Ut Nov 17, 202323 y3
Troy Taku WadaPittsburgh, Pa Nov 17, 202317 y3
John Kiem Liong KweeCertified Financial PlannerSouth Jordan, Ut Nov 30, 202339 y5
Haddy Alexander HomampourCertified Financial PlannerSouth Jordan, Ut Dec 7, 202318 y6
Michael Allan BendixSouth Jordan, Ut Dec 11, 202318 y0
Matthew John KohlerWilliston, Nd Dec 12, 202310 y1
Alex Michael DeckSouth Jordan, Ut Dec 15, 202313 y1
Marc J BernsteinChartered Financial ConsultantConshohocken, Pa Dec 18, 202341 y4
Kevin David CrowleySouth Jordan, Ut Dec 19, 202318 y3
Robert Martin CheneySouth Jordan, Ut Dec 19, 202324 y4
Andrew Richard HauberChartered Financial ConsultantConshohocken, Pa Dec 19, 202319 y3
Curtis Tibbs LaddCertified Financial PlannerSouth Jordan, Ut Dec 19, 202340 y2
All 112 advisors at Diversify Advisory Services, LLC
Advisor movement
6 left, 14 joined in 12 months
net +8 in 12 months4 left in 90 days5 joined in 90 daysdeparture rate 5.3% of current headcount42 left over 36 months
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
  • Jason Anderson · Ccocontrol
    since 03/2024 · owns less than 5%
  • Bradley John Anderson · Coocontrol
    since 07/2023 · owns less than 5%
  • Omer Ryan Smith · Presidentcontrol
    since 01/2013 · owns 10% to 25%
  • Bryant Armstrong · Cfo
    since 01/2024 · owns less than 5%
  • Marie Janice Powell · Cco
    since 07/2023 · owns less than 5%
  • Jay David Wrigley · Chief Investment Officer
    since 01/2024 · owns less than 5%
Entity owners
  • Falcon Park Capital, LLC · Limited Liability Company
    direct · owns 75% or more
Related persons
Schedule D 7.A
Advisers that list Diversify Advisory Services, LLC as a related person
Office movement
IAPD branch city; joins and departures in 12 months
OfficeAdvisorsJoinedLeftTeams outForming
South Jordan, Ut · principal1152141
San Jose, Ca1000
Sandy, Ut701
Honolulu, Hi600
Lewes, De600
Los Angeles, Ca520
Conshohocken, Pa500
Santa Rosa, Ca401
Orem, Ut400
Rockland, Ma440
Austin, Tx330
Quincy, Ma310
New York, Ny200
Waltham, Ma220
Newport Beach, Ca200
Irvine, Ca200
Burlington, Ma220
San Diego, Ca200
Windsor, Co200
Lehi, Ut110
All 31 offices
Post-acquisition retention
advisors of absorbed firms still registered here after the move
Firms absorbed
3 since 2015, 0 in 24 monthsderived
Advisors acquired
26derived
Still registered after 90 days
81% of 26derived
After 180 days
77% of 26derived
After 365 days
62% of 26derived
After 730 days
54% of 26derived
Team lift-outs after
8derivedteams that left this firm within two years of an absorption

Lower bound: a person who left the industry is on neither side of the tape, and a re-registration to an affiliated CRD of the same group counts as a departure.

Offices
Schedule D 1.F, the 25 largest
  • Sandy, UT7 employees
  • Honolulu, HI6 employees
  • San Jose, CA6 employees
  • Thatcher, AZ3 employees
  • Los Angeles, CA3 employees
  • Lewes, DE3 employees
  • Orem, UT3 employees
  • Santa Rosa, CA2 employees
  • Newport Beach, CA2 employees
  • Salt Lake City, UT2 employees
  • Dover, DE2 employees
  • Orange, CA2 employees
  • Kirkland, WA2 employees
  • Rancho Santa Fe, CA2 employees
  • Bethlehem, PA2 employees
  • Manhattan Beach, CA1 employees
  • , 1 employees
  • , 1 employees
  • Greenville, SC1 employees
  • Dallas, TX1 employees
  • Pocatello, ID1 employees
  • Medford, OR1 employees
  • , 1 employees
  • Logan, UT1 employees
  • Decatur, AL1 employees
ADV anomalies
4 against comparable advisers; where to look, not conclusions
  • control person changedChange between filings · filing Sep 11, 2026
    ANDERSON, JASON (CCO) appeared on Schedule A between the filings of 2024-03-29 and 2026-09-11
    peers: affiliated wealth managers, $1B to $5B (56)
  • account count surgeChange between filings · filing Apr 3, 2026
    accounts (Item 5.F.2.f) moved from 8,318.0 to 12,951.0 (+56.0%) between the annual amendments of 2025-03-31 and 2026-04-03; the peer median change was +10.0% (52 comparable advisers, 96.0th percentile of changes)
    peers: affiliated wealth managers, $1B to $5B (52) · 96% percentile
  • HNW share shiftChange between filings · filing Apr 3, 2026
    HNW share of RAUM moved from 64.0% to 44.0% between the annual amendments of 2025-03-31 and 2026-04-03
    peers: affiliated wealth managers, $1B to $5B (56)
  • RAUM up 25 %Change between filings · filing Apr 3, 2026
    RAUM (Item 5.F) moved from $3,206,698,268 to $4,648,787,397 (+45.0%) between the annual amendments of 2025-03-31 and 2026-04-03; the peer median change was +22.0% (52 comparable advisers, 94.0th percentile of changes)
    peers: affiliated wealth managers, $1B to $5B (52) · 94% percentile
How anomalies are measured
What changed
consecutive filings, newest first
  • Financial planning clients · 101-250 to 101-250
    Aug 3, 2026 to Sep 11, 2026
  • Succession · false to unset
    Aug 3, 2026 to Sep 11, 2026
  • HQ city · SANDY to SOUTH JORDAN
    Jul 20, 2026 to Aug 3, 2026
  • Accounts · 8,318 to 12,951
    Jan 2, 2026 to Mar 18, 2026
  • Advisory employees · 94 to 110
    Jan 2, 2026 to Mar 18, 2026
  • BD registered reps · 127 to 72
    Jan 2, 2026 to Mar 18, 2026
  • Corporate clients · 9 to 16
    Jan 2, 2026 to Mar 18, 2026
  • HNW clients · 735 to 802
    Jan 2, 2026 to Mar 18, 2026
  • Individual clients · 2,914 to 4,398
    Jan 2, 2026 to Mar 18, 2026
  • Pension plan clients · 40 to 106
    Jan 2, 2026 to Mar 18, 2026
  • Assets in custody · $404M to $607M
    Jan 2, 2026 to Mar 18, 2026
  • Employees · 171 to 206
    Jan 2, 2026 to Mar 18, 2026
  • Insurance-licensed employees · 8 to 4
    Jan 2, 2026 to Mar 18, 2026
  • Financial planning clients · 26-50 to 101-250
    Jan 2, 2026 to Mar 18, 2026
  • Discretionary RAUM · $3.2B to $4.0B
    Jan 2, 2026 to Mar 18, 2026
  • HNW RAUM · $2.1B to $2.0B
    Jan 2, 2026 to Mar 18, 2026
  • Individual RAUM · $930M to $2.3B
    Jan 2, 2026 to Mar 18, 2026
  • Non-discretionary RAUM · $32.9M to $633M
    Jan 2, 2026 to Mar 18, 2026
  • Pension RAUM · $121M to $279M
    Jan 2, 2026 to Mar 18, 2026
  • RAUM · $3.2B to $4.6B
    Jan 2, 2026 to Mar 18, 2026
  • Wrap assets (manager) · $0 to $113M
    Jan 2, 2026 to Mar 18, 2026
  • Financial planning clients · 26-50 to 26-50
    Jun 6, 2025 to Jul 25, 2025
  • Accounts · 14,301 to 8,318
    Feb 25, 2025 to Mar 31, 2025
  • Advisory employees · 87 to 94
    Feb 25, 2025 to Mar 31, 2025
  • Corporate clients · 108 to 9
    Feb 25, 2025 to Mar 31, 2025
  • HNW clients · 4,329 to 735
    Feb 25, 2025 to Mar 31, 2025
  • Individual clients · 9,543 to 2,914
    Feb 25, 2025 to Mar 31, 2025
  • Pension plan clients · 322 to 40
    Feb 25, 2025 to Mar 31, 2025
  • Assets in custody · $259M to $404M
    Feb 25, 2025 to Mar 31, 2025
  • Employees · 156 to 171
    Feb 25, 2025 to Mar 31, 2025
  • Insurance-licensed employees · 6 to 8
    Feb 25, 2025 to Mar 31, 2025
  • Financial planning clients · 1-10 to 26-50
    Feb 25, 2025 to Mar 31, 2025
  • Discretionary RAUM · $3.1B to $3.2B
    Feb 25, 2025 to Mar 31, 2025
  • HNW RAUM · $2.0B to $2.1B
    Feb 25, 2025 to Mar 31, 2025
  • Individual RAUM · $819M to $930M
    Feb 25, 2025 to Mar 31, 2025
  • Non-discretionary RAUM · $129M to $32.9M
    Feb 25, 2025 to Mar 31, 2025
  • Pension RAUM · $184M to $121M
    Feb 25, 2025 to Mar 31, 2025
  • Accounts · 13,027 to 14,301
    Oct 28, 2024 to Feb 25, 2025
  • Corporate clients · 98 to 108
    Oct 28, 2024 to Feb 25, 2025
  • HNW clients · 3,943 to 4,329
    Oct 28, 2024 to Feb 25, 2025
Signals
60 dated events
  • 2 advisors left Commonwealth Financial Network (Rockland, MA) for Diversify Advisory Services, LLC on the same day
    Sep 14, 2026 · Team lift-out · derived
  • William Carroll Parente left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2026-06-30)
    Aug 28, 2026 · Advisor changed firm · fact
  • 2 advisors left Diversify Advisory Services, LLC (South Jordan, UT) for Diversify Wealth Management, LLC on the same day
    Aug 28, 2026 · Team lift-out · derived
  • Adilene Calixtro left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2026-08-28)
    Aug 28, 2026 · Advisor changed firm · fact
  • Lauren Parente Stapleton left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2026-05-15)
    Aug 28, 2026 · Advisor changed firm · fact
  • Daniel Gerald Gomez left Diversify Advisory Services, Llc for Lone Peak Advisers (registered 2026-07-28)
    Jul 22, 2026 · Advisor changed firm · fact
  • Ryan Anthony Edde left Diversify Advisory Services, Llc for Concorde Asset Management, Llc (registered 2026-05-19)
    Apr 6, 2026 · Advisor changed firm · fact
  • Diversify Advisory Services, Llc reported RAUM $4.6B, up 45% from $3.2B (2026-01-02 to 2026-03-18)
    Mar 18, 2026 · RAUM change · derived
  • Brooke Demasters left Diversify Advisory Services, Llc for Northwestern Mutual Investment Services,Llc (registered 2026-03-26)
    Jan 29, 2026 · Advisor changed firm · fact
  • 5 advisors left Eagle Strategies LLC (Burlington, MA) for Diversify Advisory Services, LLC a day apart
    Nov 4, 2025 · Team lift-out · derived
  • 2 advisors left Commonwealth Financial Network (Duxbury, MA) for Diversify Advisory Services, LLC on the same day
    Aug 15, 2025 · Team lift-out · derived
  • 8 advisors left Ameriprise Financial Services, LLC (Sandy, UT) for Diversify Advisory Services, LLC within 5 days
    May 30, 2025 · Team lift-out · derived
  • John H Kim left Diversify Advisory Services, Llc for Shiraishi Financial Group Advisors (registered 2025-05-01)
    Apr 30, 2025 · Advisor changed firm · fact
  • Bryan Sonderby left Diversify Advisory Services, Llc for Dark Horse Advisors Llc (registered 2026-01-07)
    Apr 30, 2025 · Advisor changed firm · fact
  • Christopher Kingsley Larochelle no longer registered at Diversify Advisory Services, Llc; no later IA registration on IAPD
    Apr 29, 2025 · Advisor departure · fact
  • John Edward Levee no longer registered at Diversify Advisory Services, Llc; no later IA registration on IAPD
    Apr 29, 2025 · Advisor departure · fact
  • Derek Brandt Levee no longer registered at Diversify Advisory Services, Llc; no later IA registration on IAPD
    Apr 29, 2025 · Advisor departure · fact
  • Michael Mccabe left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2025-04-10)
    Apr 9, 2025 · Advisor changed firm · fact
  • Janice Marie Powell left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2024-02-22)
    Mar 21, 2025 · Advisor changed firm · fact
  • Robin Leon Andersen left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2025-03-14)
    Mar 13, 2025 · Advisor changed firm · fact
  • Peter R Burnham left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2024-12-11)
    Mar 13, 2025 · Advisor changed firm · fact
  • Matthew Cordery Rigby left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2024-03-27)
    Mar 13, 2025 · Advisor changed firm · fact
  • Sara Ellen Hadad-Dembs left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2025-03-13)
    Mar 13, 2025 · Advisor changed firm · fact
  • Krista B Baker left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2024-03-27)
    Mar 13, 2025 · Advisor changed firm · fact
  • Tyler Haskell left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2025-03-14)
    Mar 13, 2025 · Advisor changed firm · fact
  • Tyler James Fagergren left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2024-03-04)
    Mar 11, 2025 · Advisor changed firm · fact
  • Jenifer Lalane Connors left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2024-03-04)
    Mar 11, 2025 · Advisor changed firm · fact
  • Kye Daniel Moser left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2024-03-27)
    Mar 11, 2025 · Advisor changed firm · fact
  • Christopher Lynn Cook left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2024-03-27)
    Mar 11, 2025 · Advisor changed firm · fact
  • Todd Hills left Diversify Advisory Services, Llc for Diversify Wealth Management, Llc (registered 2024-03-04)
    Mar 11, 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
801-838-9999reportedpublished by the firm, firm site, Sep 15, 2026
Firm profile
linkedin.com/company/dfpg-investments-inc-reportedpublic record, Form ADV, Sep 17, 2026
Firm profile
linkedin.com/company/diversify-increportedpublic record, Form ADV, Sep 17, 2026
Website
diversify.comreportedpublic record, Form ADV, Sep 17, 2026
Principal office phone
801-890.7577reportedpublic record, Form ADV, Sep 11, 2026
Team page
diversify.com/advisorsreportedpublished 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
Broker-dealer affiliated wealth managerderiveda rule over Items 5.D and 7.A
RAUM per advisor
$41.1Mderivedfirm RAUM over the IAPD count; not a book size
Loaded
Sep 14, 2026