# Geneva Capital Management LLC

> Geneva Capital Management LLC is an SEC-registered investment advisory firm in Milwaukee, WI, registered since 1986, reporting over $5 billion in regulatory assets under management in its Form ADV filing dated March 25, 2026.

- CRD: 105432
- Filed as: GENEVA CAPITAL MANAGEMENT LLC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Milwaukee, WI
- Filing period: October 2026
- Form ADV filing dated: March 25, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/105432
- AdvisorCensus page: https://advisorcensus.com/firm/geneva-capital-management-llc-milwaukee-wi-105432

## Quick answers

**How is Geneva Capital Management LLC compensated?**
On its Form ADV (Item 5.E, October 2026), Geneva Capital Management LLC reports these compensation arrangements: a percentage of assets under its management; performance-based fees; other. The amounts are in Item 5 of its Form ADV Part 2A brochure.

**Where is Geneva Capital Management LLC located?**
Geneva Capital Management LLC's principal office is in Milwaukee, WI, according to its Form ADV.

**Is Geneva Capital Management LLC registered with the SEC or a state?**
Geneva Capital Management LLC is an SEC-registered investment advisory firm, registered since 1986. Status as filed: Approved. CRD 105432.

**How much does Geneva Capital Management LLC manage?**
Geneva Capital Management LLC reports $5,604,553,098 in regulatory assets under management in its Form ADV filing dated March 25, 2026 (100% discretionary).

**How have Geneva Capital Management LLC's assets and staff changed since 2021?**
In the Form ADV data for Geneva Capital Management LLC: Regulatory assets under management: $6,679,477,780 in the October 2021 data and $5,604,553,098 in the October 2026 data, down 16%. Total employees: 21 in October 2021 and 20 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Geneva Capital Management LLC serve?**
By number of clients on Form ADV Item 5.D: other (3,821); high net worth individuals (95); individuals (other than high net worth individuals) (59).

**Which custodians does Geneva Capital Management LLC use?**
Geneva Capital Management LLC's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists J.P. Morgan Securities LLC, Morgan Stanley and Northern Trust Securities, Inc. as custodians holding 10% or more of its separately managed account assets.

**Does Geneva Capital Management LLC 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/105432

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Performance-based fees
- Other

### Custodians (Schedule D, Section 5.K(3))
- J.P. Morgan Securities LLC
- Morgan Stanley
- Northern Trust Securities, Inc.

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: $5,604,553,098
- Discretionary: $5,604,553,098
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 59 | $34,422,639 |
| High net worth individuals | 95 | $424,067,467 |
| Banking or thrift institutions | 0 | $0 |
| Investment companies | 5 | $1,726,828,069 |
| Business development companies | 0 | $0 |
| Pooled investment vehicles (other than investment companies and business development companies) | 3 | $290,568,187 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 17 | $596,409,300 |
| Charitable organizations | 23 | $173,564,245 |
| State or municipal government entities (including government pension plans) | 11 | $802,845,575 |
| Other investment advisers | 0 | $0 |
| Insurance companies | 0 | $0 |
| Sovereign wealth funds and foreign official institutions | 0 | $0 |
| Corporations or other businesses not listed above | 15 | $641,233,559 |
| Other | 3,821 | $914,614,057 |

### Advisory services (Item 5.G)
- 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
- Other

### Firm details
- Registered since: 1986 (39 years)
- Employees: 20 total, 9 performing advisory functions
- Wrap fee program participation: Yes
- States registered or notice-filed: AK, AL, AR, AZ, CA, CO, CT, DC, DE, FL, GA, HI, IA, ID, IL, IN, KS, KY, LA, MA, MD, ME, MI, MN, MO, MS, MT, NC, ND, NE, NH, NJ, NM, NV, NY, OH, OK, OR, PA, PR, RI, SC, SD, TN, TX, UT, VA, VI, VT, WA, WI, WV, WY
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- genevacap.com
- LinkedIn @geneva-capital-management-llc

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $6,679,477,780 | 21 | March 30, 2021 |
| October 2022 | $6,997,928,153 | 21 | March 30, 2022 |
| October 2023 | $5,026,791,348 | 20 | March 31, 2023 |
| October 2024 | $5,841,894,931 | 21 | March 27, 2024 |
| October 2025 | $6,198,316,121 | 21 | March 27, 2025 |
| October 2026 | $5,604,553,098 | 20 | March 25, 2026 |

Regulatory assets under management: $6,679,477,780 in the October 2021 data and $5,604,553,098 in the October 2026 data, down 16%.
Total employees: 21 in October 2021 and 20 in October 2026.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Geneva Capital Management LLC (CRD 105432): Form ADV filing data as of October 2026.