Creative Planning Expands Global Reach with Acquisition of MASECO LLP in London

Creative Planning Expands Global Reach with MASECO Acquisition

Creative Planning, a prominent player in the wealth management arena, has taken a significant step to broaden its international footprint through the acquisition of MASECO LLP, a well-established registered investment advisor based in London. This strategic move, pending regulatory approval, is set to yield the integration of 123 new employees and manage assets exceeding $5 billion.

A New Era in Wealth Management

The acquisition, announced on March 26, 2026, marks a pivotal moment for Creative Planning, which aims to unify financial planning with investment management. Peter Mallouk, the President and CEO of Creative Planning, expressed enthusiasm regarding the merger, stating, "Their planning-led approach and client-first culture resonate with our philosophy. We look forward to extending our international reach and providing comprehensive financial solutions to clients globally."

MASECO was founded in 2008, in the midst of the global financial crisis, to assist internationally mobile families in navigating the complex landscape of cross-border wealth management. They focus on delivering tax-efficient investment solutions tailored to the needs of American families residing abroad, fundamentally aligning with Creative Planning's mission to provide integrated wealth management services.

Combining Expertise and Resources

The co-founders of MASECO, Josh Matthews and James Sellon, highlighted their firm's unique position: "We are a planning-led, tax-aware wealth management firm. Our goal is to ensure investment management and financial planning work seamlessly together. By joining forces with Creative Planning, we can elevate our services and broaden the scope of what we offer to clients, particularly U.S. citizens and international families living outside the United States."

This acquisition, trailing the earlier purchase of Switzerland-based Baseline Wealth Management Ltd. in January, symbolizes Creative Planning's commitment to expanding its global service offerings. The firm now has approximately $700 billion in assets under management or advisement as of the end of 2025, a substantial figure that underscores its growing influence in wealth management.

A Commitment to Client-Centric Solutions

The integration of MASECO's cross-border expertise with Creative Planning's expansive capabilities represents a powerful combination in wealth management services. The firms aim to raise the bar on client advice, enhance the quality of service provided to all clients, and offer a wider range of solutions, including investment management, estate planning, trust services, and more.

Spencer House Partners and Houlihan Lokey played key advisory roles in this acquisition, with Paul Weiss and Herbert Smith Freehills serving as legal counsel. This partnership points to a well-structured approach to future growth that prioritizes both strategic expansion and continued commitment to superior client outcomes.

Conclusion

As Creative Planning takes this significant step, it emphasizes the importance of adaptability and responsiveness in today’s global financial landscape. The acquisition of MASECO LLP not only broadens the firm's international reach but also solidifies its dedication to delivering integrated financial solutions to a diverse clientele, especially in an era marked by increasing globalization. With this union, the future looks promising for Creative Planning and its expanding global family of clients.