# Penney Financial

> 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.

- CRD: 282084
- Filed as: PENNEY FINANCIAL
- Legal name: Penney Financial, LLC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Houston, TX
- Filing period: October 2026
- Form ADV filing dated: September 24, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/282084
- AdvisorCensus page: https://advisorcensus.com/firm/penney-financial-houston-tx-282084

## Quick answers

**How is Penney Financial compensated?**
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).

**How much does Penney Financial charge?**
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.

**Where is Penney Financial located?**
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).

**Is Penney Financial registered with the SEC or a state?**
Penney Financial is an SEC-registered investment advisory firm, registered since 2021. Status as filed: Approved. CRD 282084.

**How much does Penney Financial manage?**
Penney Financial reports $303,508,319 in regulatory assets under management in its Form ADV filing dated September 24, 2026 (100% discretionary).

**How have Penney Financial's assets and staff changed since 2021?**
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.

**What types of clients does Penney Financial serve?**
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).

**Which custodians does Penney Financial use?**
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.

**Does Penney Financial 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/282084

**What changed in Penney Financial's recent Form ADV filings?**
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.

## From the Form ADV filing

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

### Fees and minimums (Form ADV Part 2A brochure dated March 24, 2026)

- Hourly rate: $450 an hour (financial planning and financial consultations)

> 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

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

### Custodians (Schedule D, Section 5.K(3))
- Charles Schwab & Co., 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: $303,508,319
- Discretionary: $303,508,319
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 13 | $7,388,714 |
| High net worth individuals | 96 | $292,171,679 |
| Charitable organizations | 1 | $3,947,926 |

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

### Firm details
- Registered since: 2021 (5 years)
- Employees: 3 total, 3 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: LA, TX
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the October 2026 filing
- The Woodlands, TX

### Websites listed on Form ADV (Item 1.I)
- penneyfinancial.com
- LinkedIn @PENNEY-FINANCIAL-LLC

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $108,838,576 | 2 | August 20, 2021 |
| October 2022 | $127,687,390 | 2 | March 27, 2022 |
| October 2023 | $134,089,319 | 3 | August 22, 2023 |
| October 2024 | $185,855,222 | 3 | March 11, 2024 |
| October 2025 | $236,084,603 | 3 | March 19, 2025 |
| October 2026 | $303,508,319 | 3 | September 24, 2026 |

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.

## Changes in the filing (last 12 months)

### April 2026
- Regulatory assets under management went from $236,084,603 to $303,508,319 (+29%).
- No longer lists an office in Houston, TX.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Penney Financial (CRD 282084): Form ADV filing data as of October 2026.