Guided Choice Asset Management, Inc.
- Regulatory AUM
- $8.5B
- Discretionary
- $8.5B
- Clients
- 84,744
- Avg AUM / client
- $101K
- Accounts
- 84,744
- Employees
- 22
AUM over time
Annual snapshots from Form ADV filings · as of Mar 27, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 59,346 | $1.1B | 12.5% |
| Pension and profit sharing plans | 25,398 | $7.5B | 87.5% |
People (4)
| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Grabot, Sherrie, Ellen | Chief Executive Officer | Jun 1999 (27y) | ≈ 18.75% – 50% via Guidedchoice.Com Inc. | |
| Wang, Ming | Chief Investment Officer, Emeritus | Jan 2000 (27y) | Less than 5% | |
| Van Zijl, Lodewikus, Barend | President, Chief Operating Officer | Feb 2016 (11y) | Less than 5% | |
| Myers, Deirdre, Le'aalohalani | Chief Compliance Officer | Mar 2023 (3y) | Less than 5% |
Entity owners (Schedule A/B)
| Entity | Title / status | Since | Sch. | Ownership |
|---|---|---|---|---|
| Guidedchoice.Com Inc. | Controlling Entity | Jun 2000 | A | 75% or more |
Undisclosed: 0% – 25% of the firm is not attributable from the filed Schedule A bands.
Estimated effective ownership (look-through of filed bands):
- Grabot, Sherrie, Ellen: 25% – 50% of Guidedchoice.Com Inc. × 75% – 100% direct ≈ 18.75% – 50% of the firm
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 03/27/2026 | 937 KB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
No disciplinary events reported on the firm's latest Form ADV filing.
How they charge
- • Percentage of assets under management
- • Fixed fees
- • Other fees
- • IMPLEMENTATION; PRO SVCS; REIMBURSEMENTS; RETAIL ADVICE SVCS SUB
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Portfolio management for businesses/institutional clients
- • Pension consulting services
Custody
Firm reports it does not have custody of client funds or securities (Item 9.A).
No custodian data reported or mined yet.
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: Mar 27, 2026.
View current Form ADV (SEC/IAPD) ↗