# GEN Financial Management Inc.

> GEN Financial Management Inc. is an SEC-registered investment advisory firm in Plymouth, MN, registered since 2000, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated February 20, 2026.

- CRD: 110179
- Filed as: GEN FINANCIAL MANAGEMENT INC.
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Plymouth, MN
- Filing period: October 2026
- Form ADV filing dated: February 20, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/110179
- AdvisorCensus page: https://advisorcensus.com/firm/gen-financial-management-inc-plymouth-mn-110179

## Quick answers

**How is GEN Financial Management Inc. compensated?**
On its Form ADV (Item 5.E, October 2026), GEN Financial Management Inc. reports these compensation arrangements: a percentage of assets under its management; fixed fees (other than subscription fees).

**Where is GEN Financial Management Inc. located?**
GEN Financial Management Inc.'s principal office is in Plymouth, MN, according to its Form ADV.

**Is GEN Financial Management Inc. registered with the SEC or a state?**
GEN Financial Management Inc. is an SEC-registered investment advisory firm, registered since 2000. Status as filed: Approved. CRD 110179.

**How much does GEN Financial Management Inc. manage?**
GEN Financial Management Inc. reports $331,817,781 in regulatory assets under management in its Form ADV filing dated February 20, 2026 (96% discretionary).

**How have GEN Financial Management Inc.'s assets and staff changed since 2021?**
In the Form ADV data for GEN Financial Management Inc.: Regulatory assets under management: $397,488,000 in the October 2021 data and $331,817,781 in the October 2026 data, down 17%. Total employees: 5 in October 2021 and 3 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does GEN Financial Management Inc. serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (133); high net worth individuals (113).

**Which custodians does GEN Financial Management Inc. use?**
GEN Financial Management Inc.'s most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. and Fidelity Distributors Company LLC as custodians holding 10% or more of its separately managed account assets.

**Does GEN Financial Management 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/110179

**Does GEN Financial Management Inc. state an account minimum?**
Its Form ADV Part 2A brochure dated February 20, 2026 says: "We provide investment advisory services to a select group of executives, business owners, families and individuals, including high net worth individuals, and to company retirement plans. Our minimum account size is $500,000, which includes 401(k) accounts and other company sponsored plans, but this minimum is negotiable by the firm."

**What changed in GEN Financial Management Inc.'s recent Form ADV filings?**
In the March 2026 filing data: Regulatory assets under management went from $496,527,070 to $331,817,781 (-33%). Updated its list of owners and control persons (Schedule A).

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Fixed fees (other than subscription fees)

### Fees and minimums (Form ADV Part 2A brochure dated February 20, 2026)

- Account minimum: $500,000 (the brochure says it may be waived or negotiated)

> We provide investment advisory services to a select group of executives, business owners, families and individuals, including high net worth individuals, and to company retirement plans. Our minimum account size is $500,000, which includes 401(k) accounts and other company sponsored plans, but this minimum is negotiable by the firm.

As stated in the firm's brochure. Fees can differ by service and may be negotiable.

### Custodians (Schedule D, Section 5.K(3))
- Charles Schwab & Co., Inc.
- Fidelity Distributors Company LLC

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.

### Regulatory assets under management (Item 5.F)
- Total: $331,817,781
- Discretionary: $316,982,065
- Non-discretionary: $14,835,716

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 133 | $55,073,360 |
| High net worth individuals | 113 | $273,449,770 |
| Charitable organizations | Fewer than 5 | $3,294,651 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Pension consulting services
- Selection of other advisers (including private fund managers)
- Publication of periodicals or newsletters

### Firm details
- Registered since: 2000 (26 years)
- Employees: 3 total, 3 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: FL, IL, MN, NE, NH, TX, WI
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- genfinancial.com
- LinkedIn @gen-financial-management

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $397,488,000 | 5 | September 20, 2021 |
| October 2022 | $457,333,000 | 4 | March 24, 2022 |
| October 2023 | $408,749,800 | 4 | August 21, 2023 |
| October 2024 | $431,309,406 | 5 | April 23, 2024 |
| October 2025 | $496,527,070 | 3 | July 23, 2025 |
| October 2026 | $331,817,781 | 3 | February 20, 2026 |

Regulatory assets under management: $397,488,000 in the October 2021 data and $331,817,781 in the October 2026 data, down 17%.
Total employees: 5 in October 2021 and 3 in October 2026.

## Changes in the filing (last 12 months)

### March 2026
- Regulatory assets under management went from $496,527,070 to $331,817,781 (-33%).
- Updated its list of owners and control persons (Schedule A).

### January 2026
- No longer registered or notice-filed in AZ, CA, SD.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. GEN Financial Management Inc. (CRD 110179): Form ADV filing data as of October 2026.