Elite Retirement Planning, Llc
- Regulatory AUM
- $569M
- Discretionary
- $569M
- Clients
- 1,019
- Avg AUM / client
- $558K
- Accounts
- 2,896
- Employees
- 30
AUM over time
Reported AUM from Form ADV filings, plotted by filing date · as of Mar 30, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 728 | $366M | 64.4% |
| High net worth individuals | 287 | $200M | 35.1% |
| Banking or thrift institutions | Fewer than 5 clients | — | — |
| Pension and profit sharing plans | Fewer than 5 clients | — | — |
| Charitable organizations | 1 | $12.6K | 0.0% |
| State or municipal government entities | Fewer than 5 clients | — | — |
| Other investment advisers | Fewer than 5 clients | — | — |
| Insurance companies | Fewer than 5 clients | — | — |
| Sovereign wealth funds and foreign official institutions | Fewer than 5 clients | — | — |
| Corporations and other businesses | 3 | $2.7M | 0.48% |
People (13)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Loren James Merkle | Manager | CFP | Jun 2018 (8y) | ≈ 56.25% – 100% via Mrp Holdings, Inc. |
| Chawn Francis Honkomp | Registered representative | Jul 2019 (7y) | ||
| Haley Lauren Danforth | Registered representative | Jan 2020 (7y) | ||
| Allyson Elizabeth Martens | Registered representative | Jan 2020 (7y) | ||
| Melissa Ann Gray | Registered representative | May 2021 (5y) | ||
| Alisha Lynne Mullin | Registered representative | Sep 2021 (5y) | ||
| Ryan Nicklaus Bierma | Registered representative | May 2022 (4y) | ||
| Clint Simpson Huntrods | Registered representative | Jul 2022 (4y) | ||
| Kailey Ann Hanson | Registered representative | Nov 2022 (4y) | ||
| Katharine Bertness | Registered representative | Dec 2022 (4y) | ||
| Brady M Auderer | Registered representative | Mar 2023 (3y) | ||
| Jeremy Alan Lyons | Registered representative | Aug 2023 (3y) | ||
| Stacey Lynn Perkins | Registered representative | Jun 2025 (1y) |
Entity owners (Schedule A/B)
| Entity | Title / status | Since | Sch. | Ownership |
|---|---|---|---|---|
| Mrp Holdings, Inc. | Member And Direct Owner | Jun 2018 | 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):
- Loren James Merkle: 75% – 100% of Mrp Holdings, Inc. × 75% – 100% direct ≈ 56.25% – 100% 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) | 03/30/2026 | 1.02 MB | 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
- • Selection of other advisers
- • Publication of periodicals or newsletters
- • Educational seminars/workshops
Custody
Reported custodians
- Charles Schwab & Co. $547M (96% of AUM) Mar 2026
- National Financial Services (Fidelity) $16.5M (5% of AUM) Mar 2024
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: Mar 30, 2026.
View current Form ADV (SEC/IAPD) ↗