Planning Directions, Inc.
- Regulatory AUM
- $542M
- Discretionary
- $500M
- Clients
- 463
- Avg AUM / client
- $1.2M
- Accounts
- 1,431
- Employees
- 8
AUM over time
Reported AUM from Form ADV filings, plotted by filing date · as of Feb 12, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 308 | $134M | 24.8% |
| High net worth individuals | 144 | $363M | 66.9% |
| Pension and profit sharing plans | Fewer than 5 clients | $1.2M | 0.21% |
| Charitable organizations | Fewer than 5 clients | $44.0K | 0.01% |
| Corporations and other businesses | Fewer than 5 clients | $1.0M | 0.18% |
| Other | 11 | $42.9M | 7.91% |
People (6)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| William Francis Muller | Chief Executive Officer | CFP | Aug 2007 (19y) | 50% – 75% |
| Matthew Scott Ellis | President And Chief Compliance Officer | CFP | Jan 2016 (11y) | 50% – 75% |
| Frederick John Dunbar | Registered representative | Chartered Financial Consultant | Jun 1993 (33y) | |
| Kevin Patrick Lake | Registered representative | CFP | Feb 2022 (4y) | |
| Victoria R. Provost | Registered representative | CFP | Feb 2023 (3y) | |
| Mildred Louise Marquez Santos | Registered representative | CFP | Jun 2026 (0y) |
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) | 02/12/2026 | 999 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
- • Hourly charges
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Pension consulting services
Custody
Reported custodians
- National Financial Services (Fidelity) $493M (91% of AUM) Feb 2026
- Commonwealth Equity Services, Llc $334M (100% of AUM) Jul 2023
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports it does not have custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: Feb 12, 2026.
View current Form ADV (SEC/IAPD) ↗