# Howe and Rusling, Inc.

> Howe and Rusling, Inc. is an SEC-registered investment advisory firm in Rochester, NY, registered since 1941, reporting $1 billion to $5 billion in regulatory assets under management in its Form ADV filing dated July 31, 2026.

- CRD: 104627
- Filed as: HOWE AND RUSLING, INC.
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Rochester, NY
- Filing period: October 2026
- Form ADV filing dated: July 31, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/104627
- AdvisorCensus page: https://advisorcensus.com/firm/howe-and-rusling-inc-rochester-ny-104627

## Quick answers

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

**Where is Howe and Rusling, Inc. located?**
Howe and Rusling, Inc.'s principal office is in Rochester, NY, according to its Form ADV; the August 2026 filing also lists 2 other offices (Schedule D, Section 1.F).

**Is Howe and Rusling, Inc. registered with the SEC or a state?**
Howe and Rusling, Inc. is an SEC-registered investment advisory firm, registered since 1941. Status as filed: Approved. CRD 104627.

**How much does Howe and Rusling, Inc. manage?**
Howe and Rusling, Inc. reports $2,435,230,959 in regulatory assets under management in its Form ADV filing dated July 31, 2026 (98% discretionary).

**How have Howe and Rusling, Inc.'s assets and staff changed since 2021?**
In the Form ADV data for Howe and Rusling, Inc.: Regulatory assets under management: $1,385,679,588 in the October 2021 data and $2,435,230,959 in the October 2026 data, up 76%. Total employees: 18 in October 2021 and 26 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Howe and Rusling, Inc. serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (743); high net worth individuals (608); charitable organizations (37).

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

**Does Howe and Rusling, 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/104627

**What changed in Howe and Rusling, Inc.'s recent Form ADV filings?**
In the April 2026 filing data: Regulatory assets under management went from $2,026,253,586 to $2,435,230,959 (+20%). Added an office in Colorado Springs, CO.

## From the Form ADV filing

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

### Custodians (Schedule D, Section 5.K(3))
- Charles Schwab & Co., Inc.
- National Financial Services 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: $2,435,230,959
- Discretionary: $2,383,063,504
- Non-discretionary: $52,167,455

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 743 | $398,849,988 |
| High net worth individuals | 608 | $1,852,576,414 |
| Banking or thrift institutions | 0 | $0 |
| Investment companies | 0 | $0 |
| Business development companies | 0 | $0 |
| Pooled investment vehicles (other than investment companies and business development companies) | 0 | $0 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 0 | $0 |
| Charitable organizations | 37 | $101,043,739 |
| State or municipal government entities (including government pension plans) | 0 | $0 |
| Other investment advisers | 0 | $0 |
| Insurance companies | 6 | $75,071,803 |
| Sovereign wealth funds and foreign official institutions | 0 | $0 |
| Corporations or other businesses not listed above | 3 | $7,689,015 |
| Other | 0 | $0 |

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

### Firm details
- Registered since: 1941 (85 years)
- Employees: 26 total, 17 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: AZ, CA, CO, CT, FL, GA, HI, ID, IL, KY, LA, MA, MD, ME, MI, NC, NH, NJ, NY, OH, OR, PA, SC, TN, TX, VA, VT, WA, WI
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the August 2026 filing
- Boise, ID
- Colorado Springs, CO

### Websites listed on Form ADV (Item 1.I)
- howeandrusling.com
- Facebook @howeandrusling
- Instagram @howeandrusling
- LinkedIn @howe-&-rusling-inc.
- X @howeandrusling
- YouTube @UCVf-Kt0NDhZIsetQtTcUSZQ

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $1,385,679,588 | 18 | September 27, 2021 |
| October 2022 | $1,465,926,005 | 21 | February 21, 2022 |
| October 2023 | $1,460,434,355 | 24 | February 9, 2023 |
| October 2024 | $1,675,101,033 | 23 | September 30, 2024 |
| October 2025 | $2,026,253,586 | 24 | May 7, 2025 |
| October 2026 | $2,435,230,959 | 26 | July 31, 2026 |

Regulatory assets under management: $1,385,679,588 in the October 2021 data and $2,435,230,959 in the October 2026 data, up 76%.
Total employees: 18 in October 2021 and 26 in October 2026.

## Changes in the filing (last 12 months)

### April 2026
- Regulatory assets under management went from $2,026,253,586 to $2,435,230,959 (+20%).
- Added an office in Colorado Springs, CO.

### December 2025
- Registered or notice-filed in OR, WI.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Howe and Rusling, Inc. (CRD 104627): Form ADV filing data as of October 2026.