AUMdb

Penney Financial, Llc

SEC-registered Wealth Manager · Small ($100M–$1B) CRD 282084 · SEC file 801-122353 · Houston, TX · PENNEYFINANCIAL.COM
☆ Save with Pro ADV data as of Mar 24, 2026
Regulatory AUM
$304M
Discretionary
$304M
Clients
110
Avg AUM / client
$2.8M
Accounts
465
Employees
3

AUM over time

$109M $304M
Aug 20, 2021 Mar 24, 2026

Reported AUM from Form ADV filings, plotted by filing date · as of Mar 24, 2026

Investments (13F portfolio — 48 positions, $260,638,024)

13F period Mar 31, 2026
#IssuerClassValueShares% of 13F% of AUM
1 Goldman Sachs Etf Tr ACTIVEBETA US LG $59,777,186 477,721 22.9% 19.7%
2 Vanguard Index Fds TOTAL STK MKT $41,197,553 128,417 15.8% 13.6%
3 Vanguard Tax Managed Fds VAN FTSE DEV MKT $22,020,052 343,634 8.45% 7.26%
4 Ishares Tr 0-3 MNTH TREASRY $17,364,454 172,506 6.66% 5.72%
5 Ishares Tr CORE MSCI EAFE $12,679,994 140,064 4.87% 4.18%
6 J P Morgan Exchange Traded F INCOME ETF $9,610,156 208,599 3.69% 3.17%
7 Schwab Strategic Tr US DIVIDEND EQ $9,455,298 308,191 3.63% 3.12%
8 Vanguard Whitehall Fds HIGH DIV YLD $8,983,685 60,660 3.45% 2.96%
9 Franklin Templeton Etf Tr FRANKLIN DYN MUN $7,263,842 293,015 2.79% 2.39%
10 Vanguard Malvern Fds CORE BD ETF $7,112,228 91,913 2.73% 2.34%
11 Morgan Stanley Etf Trust EATON VANCE TOTA $7,055,367 139,022 2.71% 2.32%
12 Vanguard Index Fds SMALL CP ETF $6,395,003 24,416 2.45% 2.11%
13 J P Morgan Exchange Traded F EQUITY PREMIUM $5,646,473 99,620 2.17% 1.86%
14 Capital Grp Fixed Incm Etf T MUNICIPAL INCOME $5,025,872 185,115 1.93% 1.66%
15 Dimensional Etf Trust NATL MUN BD ETF $4,650,552 97,028 1.78% 1.53%
16 Ishares Tr CORE US AGGBD ET $4,492,367 45,254 1.72% 1.48%
17 J P Morgan Exchange Traded F HEDGED EQUITY LA $4,347,350 68,023 1.67% 1.43%
18 Vanguard Mun Bd Fds TAX EXEMPT BD $3,894,713 78,066 1.49% 1.28%
19 Vanguard Star Fds VG TL INTL STK F $3,187,727 41,340 1.22% 1.05%
20 Schwab Strategic Tr US BRD MKT ETF $2,817,417 112,248 1.08% 0.93%
21 Ishares Tr SHRT NAT MUN ETF $2,603,499 24,446 1.0% 0.86%
22 Apple Inc COM $2,255,901 8,889 0.87% 0.74%
23 Vanguard Index Fds S&P 500 ETF SHS $1,292,065 2,162 0.5% 0.43%
24 Chevron Corporation COM $899,742 4,349 0.35% 0.3%
25 Ishares Tr CORE S&P500 ETF $897,511 1,374 0.34% 0.3%

Top 25 of 48 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 typeClientsAUM% of AUM
Individuals (non-high net worth) 13 $7.4M 2.43%
High net worth individuals 96 $292M 96.3%
Charitable organizations 1 $3.9M 1.3%

People (3)

roster as of Jul 20, 2026
NameRole / titleCredentialsWith firm sinceOwnership
Cameron John Penney Cco/Managing Director CFP Sep 2015 (11y) 75% or more
Kathryn A Prestwood Registered representative CFP Jan 2021 (6y)
Michelle Smith Registered representative Mar 2023 (3y)

Undisclosed: 0% – 25% 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)

FormPeriodSize
Form ADV (full filing) 03/24/2026 939 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

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 24, 2026.

View current Form ADV (SEC/IAPD) ↗