#USA #Wealth Management #Overland Park #Creative Planning #Baseline Wealth

Creative Planning Expands Its Horizons: Acquisition of Baseline Wealth Management

In a significant development for the financial advisory sector, Creative Planning, a leading registered investment advisor in the United States, has successfully acquired Baseline Wealth Management, a Swiss RIA with offices located in Geneva and Zurich. This strategic acquisition marks Creative Planning's entry into the international financial market, allowing it to broaden its scope and offer enhanced services to its global clientele.

Key Details of the Acquisition

The acquisition announcement was made on January 13, 2026. This deal not only adds 14 highly skilled employees to Creative Planning’s team but also brings the company over $1 billion in additional assets under management. This substantial leap signifies a pivotal moment for Creative Planning as it forays into the European market, an area that has shown considerable demand for comprehensive financial planning approaches.

Peter Mallouk, President and CEO of Creative Planning, expressed his enthusiasm about this international expansion, stating, “We’re absolutely thrilled to have Baseline join Creative Planning for our initial expansion into Europe.” Mallouk further noted the high international demand for Creative Planning’s unique financial planning model and highlighted the shared values of integrity and fiduciary responsibility that align both companies.

Baseline Wealth Management: A Trusted Partner

Baseline Wealth Management is notable for its long-standing reputation in serving both international and U.S. clients. Licensed by the Swiss Financial Market Supervisory Authority (FINMA) and registered with both the U.S. Securities and Exchange Commission (SEC) and Canadian Securities Administrators (CSA), Baseline is well-positioned to cater to high-net-worth individuals from various backgrounds, including entrepreneurs and professional athletes.

Thierry Grin, CEO of Baseline, articulated the benefits of this partnership for their clients, stating, “Joining forces with Creative Planning provides our clients with access to Creative Planning's comprehensive suite of services while also allowing Creative Planning to offer a Swiss wealth management solution.” This statement underscores the collaborative effort to offer robust financial services tailored to an international clientele.

Broader Implications for European Markets

The acquisition of Baseline comes at a time when the European market is predominantly characterized by proprietary product sales by local banks with minimal focus on planning or fiduciary standards. David Kuenzi, Creative Planning’s International Director of Wealth Management, emphasized the need for dedicated wealth management solutions that resonate with European clients' preferences. He stated, “Europeans want to work with Europeans, in their language and in their time zone.” This sentiment is indicative of the cultural nuances that financial firms must address to effectively serve international markets.

An Eye Towards Future Growth

Creative Planning’s foray into international waters is further reinforced by prior acquisitions, including Thun Financial Advisors, also led by Kuenzi. The evolving landscape of wealth management requires firms to adapt and expand strategically, aiming to provide services that meet the expectations and needs of diverse populations.

As Creative Planning looks ahead, the integration of Baseline Wealth Management will not only enhance its service offerings but also bolster its presence across multiple countries, including access to specialized retirement solutions that Baseline manages. This acquisition encapsulates a forward-thinking approach, as both companies share a commitment to fostering growth through comprehensive wealth management practices.

Conclusion

The acquisition of Baseline Wealth Management signals a promising chapter for Creative Planning as it embarks on this international expedition. With shared values and complementary strengths, both companies are set to redefine the standards of wealth management in Europe, providing unrivaled services that cater to a sophisticated client base seeking specialized financial guidance. As the financial landscape evolves, Creative Planning’s strategic move will likely position it favorably in the competitive arena of global investment advisory.

Overall, Creative Planning is making strides to ensure that it not only meets but exceeds the expectations of its expanding client base in a variety of international markets, paving the way for future opportunities and greater success.