Fee-only adviser · Rochester, NY
Prentice Wealth Management LLC
Prentice Wealth Management LLC is a fee-only investment adviser registered with the U.S. Securities and Exchange Commission, with its main office in Rochester, New York. On its latest Form ADV, filed May 26, 2026, it reports $568M in regulatory assets under management, 1,024 individual clients and 4 employees who give investment advice. It reports no commission compensation, is not registered as a broker-dealer and does not act as an insurance agent.
Key facts from Form ADV
| Registration | SEC-registered |
|---|---|
| Firm CRD number | 160052 · SEC file 801-76490 |
| Office | 1150 Penfield RD. Rochester, NY 14625 |
| Phone | (585) 218-0001 |
| Website | www.prenticewealth.com |
| Regulatory assets under management | $568M ($550M discretionary) |
| Individual clients | 974 non-high-net-worth, 50 high-net-worth |
| Financial planning clients | More than 500 |
| How it charges | Percentage of assets, Hourly, Fixed fee, Subscription |
| Services | Financial planning, Portfolio management, Pension consulting, Selection of other advisers |
| Employees | 14 |
| Disciplinary disclosures | None reported |
| Latest Form ADV filing | May 26, 2026 |
Source: the firm’s Form ADV Part 1A as published by the SEC’s Investment Adviser Public Disclosure database, data as of November 6, 2026. Figures are self-reported by the firm.
What this means for you
- It offers hourly or fixed-fee arrangements, so you may be able to pay for a plan without handing over your investments.
- It also charges a percentage of assets managed for ongoing investment management.
- Most of its individual clients are not high-net-worth, so it is likely to work with people who are still building assets.
- It provides financial planning services, not only portfolio management.
- It reports no disciplinary history on Form ADV.
Before you hire any adviser
Read the firm’s Form ADV Part 2 brochure on its SEC record: it sets out fees, minimums, conflicts of interest and who will manage your money. Ask whether the firm acts as a fiduciary for all of your accounts, how it is paid in total, and who holds your assets. Our guide to choosing a financial adviser lists the questions to ask.
Other fee-only advisers in Rochester
- Novem Group $1.7B
- Howe and Rusling, Inc. $2.4B
- Whitney & Company $1.5B
- W & S Management Services, Inc. $166M
- Seneca Financial Advisors LLC $847M
- Linden Financial Consultants, LLC Not reported
See all 22 fee-only advisers in Rochester →
Nearby
- Pittsford 21 firms
- Webster 1 firm
- Fairport 5 firms
- West Henrietta 1 firm
- Mendon 1 firm
- Honeoye Falls 2 firms
- Victor 3 firms
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