# Long Road Investment Counsel, LLC

> Long Road Investment Counsel, LLC is an SEC-registered investment advisory firm in Kalamazoo, MI, registered since 2014, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated March 20, 2026.

- CRD: 171343
- Filed as: LONG ROAD INVESTMENT COUNSEL, LLC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Kalamazoo, MI
- Filing period: October 2026
- Form ADV filing dated: March 20, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/171343
- AdvisorCensus page: https://advisorcensus.com/firm/long-road-investment-counsel-llc-kalamazoo-mi-171343

## Quick answers

**How is Long Road Investment Counsel, LLC compensated?**
On its Form ADV (Item 5.E, October 2026), Long Road Investment Counsel, LLC reports these compensation arrangements: a percentage of assets under its management.

**How much does Long Road Investment Counsel, LLC charge?**
Its Form ADV Part 2A brochure dated March 20, 2026 states: Up to $1,000,000: 0.8% a year; $1,000,000 to $5,000,000: 0.75% a year; Above $5,000,000: 0.5% a year. Fees can differ by service and may be negotiable; the brochure is the complete statement.

**Where is Long Road Investment Counsel, LLC located?**
Long Road Investment Counsel, LLC's principal office is in Kalamazoo, MI, according to its Form ADV.

**Is Long Road Investment Counsel, LLC registered with the SEC or a state?**
Long Road Investment Counsel, LLC is an SEC-registered investment advisory firm, registered since 2014. Status as filed: Approved. CRD 171343.

**How much does Long Road Investment Counsel, LLC manage?**
Long Road Investment Counsel, LLC reports $346,435,000 in regulatory assets under management in its Form ADV filing dated March 20, 2026 (100% discretionary).

**How have Long Road Investment Counsel, LLC's assets and staff changed since 2021?**
In the Form ADV data for Long Road Investment Counsel, LLC: Regulatory assets under management: $243,736,000 in the October 2021 data and $346,435,000 in the October 2026 data, up 42%. Total employees: 1 in October 2021 and 2 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Long Road Investment Counsel, LLC serve?**
By number of clients on Form ADV Item 5.D: high net worth individuals (34).

**Which custodians does Long Road Investment Counsel, LLC use?**
Long Road Investment Counsel, LLC's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists PNC Bank and William Blair as custodians holding 10% or more of its separately managed account assets.

**Does Long Road Investment Counsel, 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/171343

**Does Long Road Investment Counsel, LLC state an account minimum?**
Its Form ADV Part 2A brochure dated March 20, 2026 says: "The minimum account size is $1 million, but we reserve the right to waive that requirement at our discretion."

## From the Form ADV filing

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

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

- Up to $1,000,000: 0.8% a year
- $1,000,000 to $5,000,000: 0.75% a year
- Above $5,000,000: 0.5% a year

> .8% per year of the first $1,000,000 in assets .75% per year in the next $4,000,000 in assets .5% per year for the remaining assets

- Account minimum: $1,000,000 (the brochure says it may be waived or negotiated)

> The minimum account size is $1 million, but we reserve the right to waive that requirement at our discretion.

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

### Custodians (Schedule D, Section 5.K(3))
- PNC Bank
- William Blair

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: $346,435,000
- Discretionary: $346,435,000
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | Fewer than 5 | $1,336,000 |
| High net worth individuals | 34 | $345,099,000 |

### Advisory services (Item 5.G)
- Portfolio management for individuals and/or small businesses

### Firm details
- Registered since: 2014 (12 years)
- Employees: 2 total, 2 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: MI
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- [longroadinvestment.com](https://longroadinvestment.com)

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $243,736,000 | 1 | March 23, 2021 |
| October 2022 | $301,115,000 | 1 | March 28, 2022 |
| October 2023 | $252,905,000 | 1 | March 23, 2023 |
| October 2024 | $284,039,000 | 1 | March 26, 2024 |
| October 2025 | $315,645,000 | 2 | April 7, 2025 |
| October 2026 | $346,435,000 | 2 | March 20, 2026 |

Regulatory assets under management: $243,736,000 in the October 2021 data and $346,435,000 in the October 2026 data, up 42%.
Total employees: 1 in October 2021 and 2 in October 2026.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Long Road Investment Counsel, LLC (CRD 171343): Form ADV filing data as of October 2026.