AdvisorCensus / Financial advisors / California / San Francisco / Bailard, Inc.
Bailard, Inc. is an SEC-registered investment advisory firm in Foster City, CA, registered since 1972, reporting over $5 billion in regulatory assets under management in its Form ADV filing dated September 17, 2026.
Quick answers
From the filingHow is Bailard, Inc. compensated?
On its Form ADV (Item 5.E, October 2026), Bailard, Inc. reports these compensation arrangements: a percentage of assets under its management; fixed fees (other than subscription fees); performance-based fees.
How much does Bailard, Inc. charge?
Its Form ADV Part 2A brochure dated August 14, 2026 states: Flat fee: $3,500 to $15,000 (financial planning services); Subscription: $2,000 to $50,000 a year (specialized investment analysis or projects and/or ongoing…). Fees can differ by service and may be negotiable; the brochure is the complete statement.
Where is Bailard, Inc. located?
Bailard, Inc.'s principal office is in Foster City, CA, according to its Form ADV; the October 2026 filing also lists 2 other offices (Schedule D, Section 1.F).
Is Bailard, Inc. registered with the SEC or a state?
Bailard, Inc. is an SEC-registered investment advisory firm, registered since 1972. Status as filed: Approved. CRD 110550.
How much does Bailard, Inc. manage?
Bailard, Inc. reports $7,560,902,564 in regulatory assets under management in its Form ADV filing dated September 17, 2026 (99% discretionary).
How have Bailard, Inc.'s assets and staff changed since 2021?
In the Form ADV data for Bailard, Inc.: Regulatory assets under management: $4,996,638,490 in the October 2021 data and $7,560,902,564 in the October 2026 data, up 51%. Total employees: 65 in October 2021 and 83 in October 2026. Assets under management move with markets as well as with clients coming and going.
What types of clients does Bailard, Inc. serve?
By number of clients on Form ADV Item 5.D: high net worth individuals (831); individuals (other than high net worth individuals) (237); charitable organizations (49).
Which custodians does Bailard, Inc. use?
Bailard, Inc.'s most recent Form ADV filing (Schedule D, Section 5.K(3)) lists BNY Mellon Capital Markets, LLC and Charles Schwab & Co., Inc. as custodians holding 10% or more of its separately managed account assets.
Does Bailard, Inc. report any disciplinary disclosures?
Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/110550
What changed in Bailard, Inc.'s recent Form ADV filings?
In the October 2026 filing data: Changed its office addresses in San Francisco, CA. Added an office in New York, NY.
From the Form ADV filing
Every figure below is as the firm filed it with regulators, as of October 2026.
How the firm is compensated
Item 5.E- A percentage of assets under your management
- Fixed fees (other than subscription fees)
- Performance-based fees
Item 5.E lists how the firm is compensated for its advice; Items 5.B, 6.A, and 7.A show whether its people or related companies can also earn commissions. Percentage of assets, fixed, hourly, subscription, and performance-based fees come from clients (a performance-based fee depends on investment results); commissions come with a sale or a trade, often from the company behind the product. How fees, commissions, and other arrangements differ
Fees and minimums
Form ADV Part 2AThe brochure lists different fees for different services or strategies; see the brochure for them.
Flat fee: $3,500 to $15,000 (financial planning services)
The brochure's wording
Financial planning services are generally included in wealth management clients' advisory fees. However, we occasionally provide financial planning services at a flat fee, typically $3,500-$15,000 per engagement.
Subscription: $2,000 to $50,000 a year (specialized investment analysis or projects and/or ongoing…)
The brochure's wording
In these instances, we charge a retainer, typically ranging from $2,000 to $50,000 annually, depending on complexity.
As stated in the firm's Form ADV Part 2A brochure dated August 14, 2026. Fees can differ by service and may be negotiable; the brochure is the complete statement. Read the brochure on the SEC's IAPD site
Regulatory assets under management
Item 5.F$7,560,902,564 as of October 2026, filing dated September 17, 2026.
A measure of scale, not skill or returns. Discretionary means the firm decides trades; non-discretionary means clients approve each one. What assets under management means
Who the firm serves
Item 5.DA firm with no individual clients is an institutional manager even if it manages billions; the mix tells you whom the practice is built around.
Advisory services
Item 5.G- Financial planning services
- Portfolio management for individuals and/or small businesses
- Portfolio management for investment companies (and business development companies)
- Portfolio management for pooled investment vehicles (other than investment companies)
- Portfolio management for businesses (other than small businesses) or institutional clients
- Publication of periodicals or newsletters
- Educational seminars/workshops
- Other
Registration and firm details
Items 1, 2, 5- Registration
- SEC-registered investment adviser. Status as filed: Approved.
- Registered since
- 1972 (54 years)
- Employees
- Total: 83. Performing investment advisory functions: 42.
- Wrap fee program participation
- No.
- Custodians (Schedule D, Section 5.K(3))
-
Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.
- Other offices (Schedule D, Section 1.F)
-
2 other offices, as of the October 2026 filing
- States registered or notice-filed
-
52 states or jurisdictions
SEC-registered investment advisers are examined by the SEC. SEC, state, and exempt registration
Disclosures
Item 11None Reports no disclosure items on Form ADV Item 11. View on IAPD.
Item 11 asks about criminal, regulatory, and civil events involving the firm and its advisory personnel. The detail of each yes answer is on the IAPD record. Reading a firm's disclosures
Assets and staff over time
Items 5.A, 5.F| Data period | Assets under management | Employees | Filing dated |
|---|---|---|---|
| October 2026 | $7,560,902,564 | 83 | September 17, 2026 |
| October 2025 | $6,538,323,255 | 80 | July 1, 2025 |
| October 2024 | $6,062,652,350 | 75 | June 20, 2024 |
| October 2023 | $5,297,962,012 | 70 | August 24, 2023 |
| October 2022 | $5,504,752,654 | 62 | June 16, 2022 |
| October 2021 | $4,996,638,490 | 65 | June 28, 2021 |
Regulatory assets under management: $4,996,638,490 in the October 2021 data and $7,560,902,564 in the October 2026 data, up 51%.
Total employees: 65 in October 2021 and 83 in October 2026.
As filed in each year's data for the same month. Assets under management move with markets as well as with clients coming and going; they measure scale, not skill or returns. Most firms update these figures once a year.
Changes in the filing
Last 12 months- October 2026
- Changed its office addresses in San Francisco, CA.
- Added an office in New York, NY.
- June 2026
- Regulatory assets under management went from $6,538,323,255 to $7,560,902,564 (+16%).
- February 2026
- Updated its list of owners and control persons (Schedule A).
Compared month to month from the SEC's monthly adviser data and the state compilation feed. Owners and control persons are summarized, never named.
Websites listed on Form ADV
Item 1.ISource: Form ADV, as of October 2026. Values appear as filed; a value the firm did not report is shown as "Not reported."
Cite this page
AdvisorCensus. Bailard, Inc. (CRD 110550): Form ADV filing data as of October 2026. https://advisorcensus.com/firm/bailard-inc-foster-city-ca-110550