Elser Financial Planning, Inc.
- Regulatory AUM
- $2.1B
- Discretionary
- $1.1B
- Clients
- 584
- Avg AUM / client
- $3.6M
- Accounts
- 1,643
- Employees
- 15
AUM over time
Reported AUM from Form ADV filings, plotted by filing date · as of Mar 06, 2026
Investments (13F portfolio — 124 positions, $2,306,468,014)
13F period Jun 30, 2026| # | Issuer | Class | Value | Shares | % of 13F | % of AUM |
|---|---|---|---|---|---|---|
| 1 | Merchants Bancorp Ind | COM | $1,340,431,250 | 26,808,625 | 58.1% | 63.6% |
| 2 | Dimensional Etf Trust | CORE FIXE IN ETF | $186,454,790 | 4,417,313 | 8.08% | 8.85% |
| 3 | Dimensional Etf Trust | US CORE EQT MKT | $102,854,737 | 1,989,838 | 4.46% | 4.88% |
| 4 | Dimensional Etf Trust | INTL CORE EQUITY | $82,240,865 | 2,207,216 | 3.57% | 3.9% |
| 5 | Dimensional Etf Trust | US EQUI MARK ETF | $75,455,617 | 920,864 | 3.27% | 3.58% |
| 6 | Dimensional Etf Trust | US MKTWIDE VALUE | $48,555,755 | 882,671 | 2.11% | 2.3% |
| 7 | Dimensional Etf Trust | US SMALL CAP ETF | $44,409,743 | 539,346 | 1.93% | 2.11% |
| 8 | Dimensional Etf Trust | EMERGING MKTS CO | $42,205,240 | 1,038,515 | 1.83% | 2.0% |
| 9 | Dimensional Etf Trust | INTL COR FIX ETF | $41,751,749 | 779,026 | 1.81% | 1.98% |
| 10 | Dimensional Etf Trust | SHOR DUR FIX ETF | $38,108,909 | 798,092 | 1.65% | 1.81% |
| 11 | Dimensional Etf Trust | US SMALL CAP ETF | $35,825,474 | 923,575 | 1.55% | 1.7% |
| 12 | Dimensional Etf Trust | US TARGETED VLU | $25,050,457 | 358,376 | 1.09% | 1.19% |
| 13 | Dimensional Etf Trust | US HIGH PROF ETF | $24,596,513 | 589,420 | 1.07% | 1.17% |
| 14 | Eli Lilly & Co | COM | $22,797,828 | 19,007 | 0.99% | 1.08% |
| 15 | Dimensional Etf Trust | WORLD EX US CORE | $18,929,751 | 513,837 | 0.82% | 0.9% |
| 16 | Dimensional Etf Trust | US SUSTAINABILTY | $11,326,287 | 242,897 | 0.49% | 0.54% |
| 17 | Dimensional Etf Trust | INTERNATIONAL | $10,813,176 | 239,760 | 0.47% | 0.51% |
| 18 | Dimensional Etf Trust | GLOBAL REAL EST | $10,232,787 | 353,220 | 0.44% | 0.49% |
| 19 | Vanguard Index Fds | S&P 500 ETF SHS | $9,597,514 | 13,974 | 0.42% | 0.46% |
| 20 | Dimensional Etf Trust | US COR EQU 1 ETF | $8,342,449 | 101,762 | 0.36% | 0.4% |
| 21 | Apple Inc | COM | $7,446,591 | 25,735 | 0.32% | 0.35% |
| 22 | Dimensional Etf Trust | US LARG VALU ETF | $6,905,780 | 174,653 | 0.3% | 0.33% |
| 23 | Dimensional Etf Trust | EMGR CRE EQT MNG | $6,720,350 | 167,131 | 0.29% | 0.32% |
| 24 | Dimensional Etf Trust | INTL CORE EQT MK | $6,693,914 | 162,277 | 0.29% | 0.32% |
| 25 | Ishares Tr | ESG AWRE 1 5 YR | $6,464,063 | 258,666 | 0.28% | 0.31% |
Top 25 of 124 positions from the manager's latest Form 13F · source filing (EDGAR) ↗. 13F covers long US-listed positions only. "% of AUM" is share of the firm's total regulatory AUM (Form ADV Item 5.F).
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 158 | $61.6M | 2.92% |
| High net worth individuals | 420 | $1.9B | 92.3% |
| Pension and profit sharing plans | Fewer than 5 clients | $346K | 0.02% |
| Charitable organizations | Fewer than 5 clients | $58.5M | 2.78% |
| Corporations and other businesses | 6 | $41.6M | 1.97% |
People (12)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Susan Christine Elser | President | CFP | Jan 2007 (20y) | 75% or more |
| Linda D Murphy | Cco/Managing Partner | Dec 2012 (14y) | 5% – 10% | |
| Derek Carter Hamilton | Shareholder | CFP | Aug 2014 (12y) | Less than 5% |
| Jonathan Lee Herndon | Shareholder/Managing Partner | CFP | Jan 2017 (10y) | 10% – 25% |
| Eric A Shetter | Shareholder | CFP | Jan 2019 (8y) | Less than 5% |
| Kathleen Ellen Tranovich | Shareholder/Managing Partner | CFP | Oct 2021 (5y) | Less than 5% |
| Zachary G Giles | Registered representative | CFP | Jan 2022 (5y) | |
| James Robert Wenglikowski | Registered representative | CFP | May 2023 (3y) | |
| Samuel Rabon Mc Daniel | Registered representative | Jan 2024 (3y) | ||
| Allison Marie Gruesbeck | Registered representative | CFP Chartered Financial Consultant | Jan 2025 (2y) | |
| Davis Allen Warner | Registered representative | Jun 2025 (1y) | ||
| Grant Hamilton Hofer | Registered representative | Feb 2026 (1y) |
Undisclosed: 0% – 10% of the firm is not attributable from the filed Schedule A bands.
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) | 03/06/2026 | 916 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
- • Fixed fees
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
Custody
Reported custodians
- Charles Schwab & Co. $326M (15% of AUM) Mar 2026
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports having 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: Mar 06, 2026.
View current Form ADV (SEC/IAPD) ↗