{
  "crd_number": 282084,
  "slug": "penney-financial-houston-tx-282084",
  "primary_business_name": "PENNEY FINANCIAL",
  "legal_name": "PENNEY FINANCIAL, LLC",
  "dbas": [],
  "city": "Houston",
  "state": "TX",
  "country": "United States",
  "cbsa_code": "26420",
  "metro": {
    "cbsa_code": "26420",
    "common_name": "Houston",
    "msa_name": "Houston-Pasadena-The Woodlands, TX",
    "path": "/advisors/tx/houston"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2021-09-20",
  "years_registered": 5,
  "period": "2026-10-01",
  "filing_date": "2026-09-24",
  "carried_forward": false,
  "raum_total": 303508319.0,
  "raum_discretionary": 303508319.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "100m_500m",
  "raum_band_label": "$100 million to $500 million",
  "total_employees": 3,
  "advisory_employees": 3,
  "client_count_bucket": null,
  "clients_by_type": {
    "charitable": {
      "raum": 3947926.0,
      "count": 1
    },
    "individuals": {
      "raum": 7388714.0,
      "count": 13
    },
    "high_net_worth_individuals": {
      "raum": 292171679.0,
      "count": 96
    }
  },
  "compensation_types": [
    "fixed",
    "hourly",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "financial_planning",
    "portfolio_management_individuals"
  ],
  "wrap_fee_participant": false,
  "disclosure_yes_count": 0,
  "states_registered": [
    "LA",
    "TX"
  ],
  "websites": [
    "https://linkedin.com/COMPANY/PENNEY-FINANCIAL-LLC",
    "https://penneyfinancial.com"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/282084",
  "city_as_filed": "HOUSTON",
  "url": "https://advisorcensus.com/firm/penney-financial-houston-tx-282084",
  "display_name": "Penney Financial",
  "summary": "Penney Financial is an SEC-registered investment advisory firm in Houston, TX, registered since 2021, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated September 24, 2026.",
  "citation": "AdvisorCensus. Penney Financial (CRD 282084): 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"
  ],
  "quick_answers": [
    {
      "q": "How is Penney Financial compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Penney Financial reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees)."
    },
    {
      "q": "How much does Penney Financial charge?",
      "a": "Its Form ADV Part 2A brochure dated March 24, 2026 states: Hourly rate: $450 an hour (financial planning and financial consultations). Fees can differ by service and may be negotiable; the brochure is the complete statement."
    },
    {
      "q": "Where is Penney Financial located?",
      "a": "Penney Financial's principal office is in Houston, TX, according to its Form ADV; the October 2026 filing also lists 1 other office (Schedule D, Section 1.F)."
    },
    {
      "q": "Is Penney Financial registered with the SEC or a state?",
      "a": "Penney Financial is an SEC-registered investment advisory firm, registered since 2021. Status as filed: Approved. CRD 282084."
    },
    {
      "q": "How much does Penney Financial manage?",
      "a": "Penney Financial reports $303,508,319 in regulatory assets under management in its Form ADV filing dated September 24, 2026 (100% discretionary)."
    },
    {
      "q": "How have Penney Financial's assets and staff changed since 2021?",
      "a": "In the Form ADV data for Penney Financial: Regulatory assets under management: $108,838,576 in the October 2021 data and $303,508,319 in the October 2026 data, up 179%. Total employees: 2 in October 2021 and 3 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Penney Financial serve?",
      "a": "By number of clients on Form ADV Item 5.D: high net worth individuals (96); individuals (other than high net worth individuals) (13); charitable organizations (1)."
    },
    {
      "q": "Which custodians does Penney Financial use?",
      "a": "Penney Financial's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. as a custodian holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Penney Financial 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/282084"
    },
    {
      "q": "What changed in Penney Financial's recent Form ADV filings?",
      "a": "In the April 2026 filing data: Regulatory assets under management went from $236,084,603 to $303,508,319 (+29%). No longer lists an office in Houston, TX."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 108838576.0,
      "total_employees": 2,
      "filing_date": "2021-08-20"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 127687390.0,
      "total_employees": 2,
      "filing_date": "2022-03-27"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 134089319.0,
      "total_employees": 3,
      "filing_date": "2023-08-22"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 185855222.0,
      "total_employees": 3,
      "filing_date": "2024-03-11"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 236084603.0,
      "total_employees": 3,
      "filing_date": "2025-03-19"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 303508319.0,
      "total_employees": 3,
      "filing_date": "2026-09-24"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "Regulatory assets under management went from $236,084,603 to $303,508,319 (+29%).",
        "No longer lists an office in Houston, TX."
      ]
    }
  ],
  "fees_from_brochure": {
    "source": "Form ADV Part 2A brochure dated March 24, 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: $450 an hour (financial planning and financial consultations)"
    ],
    "figures": [
      {
        "label": "Planning fee",
        "statements": [
          "Hourly rate: $450 an hour (financial planning and financial consultations)"
        ],
        "quotes": [
          "We charge fees on an hourly or flat rate basis for financial planning and financial consultations. Fees for financial planning are determined by either: 1) our hourly fee of $450 multiplied"
        ]
      }
    ],
    "values": {
      "tiers": [],
      "range_pct": null,
      "max_pct": null,
      "account_minimum": null,
      "minimum_annual_fee": null,
      "planning": [
        {
          "kind": "hourly",
          "amount": 450.0,
          "min": null,
          "max": null,
          "period": "hour",
          "service": "financial planning and financial consultations"
        }
      ]
    },
    "quotes": [
      "We charge fees on an hourly or flat rate basis for financial planning and financial consultations. Fees for financial planning are determined by either: 1) our hourly fee of $450 multiplied"
    ],
    "note": "As stated in the firm's brochure; fees can differ by service and may be negotiable."
  },
  "custodians": [
    {
      "name": "Charles Schwab & Co., Inc.",
      "name_as_filed": "CHARLES SCHWAB & CO., INC.",
      "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/penney-financial-houston-tx-282084.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 13,
      "fewer_than_5": false,
      "raum": 7388714.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 96,
      "fewer_than_5": false,
      "raum": 292171679.0
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": 1,
      "fewer_than_5": false,
      "raum": 3947926.0
    }
  ],
  "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/282084",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}