{
  "crd_number": 124228,
  "slug": "lvz-inc-holland-mi-124228",
  "primary_business_name": "LVZ, INC.",
  "legal_name": "LVZ, INC.",
  "dbas": [
    "LVZ FINANCIAL PLANNING",
    "LVZ INVESTMENT MANAGEMENT"
  ],
  "city": "Holland",
  "state": "MI",
  "country": "United States",
  "cbsa_code": "24340",
  "metro": {
    "cbsa_code": "24340",
    "common_name": "Grand Rapids",
    "msa_name": "Grand Rapids-Wyoming-Kentwood, MI",
    "path": "/advisors/mi/grand-rapids"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2006-05-17",
  "years_registered": 20,
  "period": "2026-10-01",
  "filing_date": "2026-09-16",
  "carried_forward": false,
  "raum_total": 1125231000.0,
  "raum_discretionary": 1125231000.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "1b_5b",
  "raum_band_label": "$1 billion to $5 billion",
  "total_employees": 24,
  "advisory_employees": 18,
  "client_count_bucket": null,
  "clients_by_type": {
    "charitable": {
      "raum": 2721136.0,
      "count": 9
    },
    "individuals": {
      "raum": 828905608.0,
      "count": 2312
    },
    "pension_profit_sharing": {
      "raum": 21258027.0,
      "count": 14
    },
    "high_net_worth_individuals": {
      "raum": 257309917.0,
      "count": 126
    },
    "corporations_other_businesses": {
      "raum": 15036312.0,
      "count": 12
    }
  },
  "compensation_types": [
    "fixed",
    "hourly",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "financial_planning",
    "portfolio_management_individuals",
    "selection_of_other_advisers"
  ],
  "wrap_fee_participant": false,
  "disclosure_yes_count": 0,
  "states_registered": [
    "AL",
    "AZ",
    "CA",
    "CO",
    "CT",
    "FL",
    "GA",
    "IL",
    "IN",
    "KS",
    "LA",
    "MA",
    "MI",
    "MO",
    "NC",
    "NY",
    "OH",
    "PA",
    "RI",
    "SC",
    "TN",
    "TX",
    "VA",
    "WI"
  ],
  "websites": [
    "https://facebook.com/LVZFinancialPlanning",
    "https://instagram.com/planwithlvz",
    "https://investwithlvz.com",
    "https://linkedin.com/company/lvzfinancialplanning",
    "https://linkedin.com/company/lvzinvestmentmanagement",
    "https://lvzadvisors.com",
    "https://lvzfinancialplanning.com",
    "https://lvzinc.com",
    "https://open.spotify.com/show/2O8qTB0AxvsFHw5tDzvgCl?dlsi=995121f8f9d7446c&nd=1&si=hzSwlh8oR5-z04MVbfyvQQ",
    "https://planwithlvz.com",
    "https://vimeo.com/lvz",
    "https://youtube.com/@lvzinc"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/124228",
  "city_as_filed": "HOLLAND",
  "url": "https://advisorcensus.com/firm/lvz-inc-holland-mi-124228",
  "display_name": "LVZ, Inc.",
  "summary": "LVZ, Inc. is an SEC-registered investment advisory firm in Holland, MI, registered since 2006, reporting $1 billion to $5 billion in regulatory assets under management in its Form ADV filing dated September 16, 2026.",
  "citation": "AdvisorCensus. LVZ, Inc. (CRD 124228): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management",
    "Hourly charges",
    "Fixed fees (other than subscription fees)"
  ],
  "advisory_activity_labels": [
    "Financial planning services",
    "Portfolio management for individuals and/or small businesses",
    "Selection of other advisers (including private fund managers)"
  ],
  "quick_answers": [
    {
      "q": "How is LVZ, Inc. compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), LVZ, Inc. reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees)."
    },
    {
      "q": "How much does LVZ, Inc. charge?",
      "a": "Its Form ADV Part 2A brochure dated March 25, 2026 states: Hourly rate: $400 an hour (hourly billing projects). Fees can differ by service and may be negotiable; the brochure is the complete statement."
    },
    {
      "q": "Where is LVZ, Inc. located?",
      "a": "LVZ, Inc.'s principal office is in Holland, MI, according to its Form ADV; the October 2026 filing also lists 10 other offices (Schedule D, Section 1.F)."
    },
    {
      "q": "Is LVZ, Inc. registered with the SEC or a state?",
      "a": "LVZ, Inc. is an SEC-registered investment advisory firm, registered since 2006. Status as filed: Approved. CRD 124228."
    },
    {
      "q": "How much does LVZ, Inc. manage?",
      "a": "LVZ, Inc. reports $1,125,231,000 in regulatory assets under management in its Form ADV filing dated September 16, 2026 (100% discretionary)."
    },
    {
      "q": "How have LVZ, Inc.'s assets and staff changed since 2021?",
      "a": "In the Form ADV data for LVZ, Inc.: Regulatory assets under management: $775,294,000 in the October 2021 data and $1,125,231,000 in the October 2026 data, up 45%. Total employees: 17 in October 2021 and 24 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does LVZ, Inc. serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (2,312); high net worth individuals (126); pension and profit sharing plans (but not the plan participants or government pension plans) (14)."
    },
    {
      "q": "Which custodians does LVZ, Inc. use?",
      "a": "LVZ, Inc.'s most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Fidelity Brokerage Services LLC as a custodian holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does LVZ, Inc. report any disciplinary disclosures?",
      "a": "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/124228"
    },
    {
      "q": "What changed in LVZ, Inc.'s recent Form ADV filings?",
      "a": "In the April 2026 filing data: Employees performing advisory functions went from 22 to 18. Regulatory assets under management went from $969,207,213 to $1,125,231,000 (+16%)."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 775294000.0,
      "total_employees": 17,
      "filing_date": "2021-07-19"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 917501000.0,
      "total_employees": 17,
      "filing_date": "2022-03-31"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 808429000.0,
      "total_employees": 22,
      "filing_date": "2023-09-11"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 874644000.0,
      "total_employees": 23,
      "filing_date": "2024-05-28"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 969207213.0,
      "total_employees": 25,
      "filing_date": "2025-03-26"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 1125231000.0,
      "total_employees": 24,
      "filing_date": "2026-09-16"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "Employees performing advisory functions went from 22 to 18.",
        "Regulatory assets under management went from $969,207,213 to $1,125,231,000 (+16%)."
      ]
    },
    {
      "period": "2026-01-01",
      "period_label": "January 2026",
      "notes": [
        "No longer registered or notice-filed in KY, NE."
      ]
    }
  ],
  "fees_from_brochure": {
    "source": "Form ADV Part 2A brochure dated March 25, 2026",
    "provided_by_the_firm": false,
    "tiers": [],
    "flat_rate": null,
    "stated_range": null,
    "stated_maximum": null,
    "account_minimum": null,
    "account_minimum_may_be_waived": false,
    "minimum_annual_fee": null,
    "planning_fees": [
      "Hourly rate: $400 an hour (hourly billing projects)"
    ],
    "figures": [
      {
        "label": "Planning fee",
        "statements": [
          "Hourly rate: $400 an hour (hourly billing projects)"
        ],
        "quotes": [
          "For hourly billing projects, our maximum fee is $400 per hour, based on the complexity of the project and the seniority of the representative performing the services."
        ]
      }
    ],
    "values": {
      "tiers": [],
      "range_pct": null,
      "max_pct": null,
      "account_minimum": null,
      "minimum_annual_fee": null,
      "planning": [
        {
          "kind": "hourly",
          "amount": 400.0,
          "min": null,
          "max": null,
          "period": "hour",
          "service": "hourly billing projects"
        }
      ]
    },
    "quotes": [
      "For hourly billing projects, our maximum fee is $400 per hour, based on the complexity of the project and the seniority of the representative performing the services."
    ],
    "note": "As stated in the firm's brochure; fees can differ by service and may be negotiable."
  },
  "custodians": [
    {
      "name": "Fidelity Brokerage Services LLC",
      "name_as_filed": "FIDELITY BROKERAGE SERVICES LLC",
      "affiliated": false
    }
  ],
  "custodians_note": "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.",
  "markdown_url": "https://advisorcensus.com/firm/lvz-inc-holland-mi-124228.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 2312,
      "fewer_than_5": false,
      "raum": 828905608.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 126,
      "fewer_than_5": false,
      "raum": 257309917.0
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": 14,
      "fewer_than_5": false,
      "raum": 21258027.0
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": 9,
      "fewer_than_5": false,
      "raum": 2721136.0
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 12,
      "fewer_than_5": false,
      "raum": 15036312.0
    }
  ],
  "disclosure_line": "Reports no disclosure items on Form ADV Item 11.",
  "disclosure_items": [],
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/124228",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}