# Prentice Wealth Management LLC

> Prentice Wealth Management LLC is an SEC-registered investment advisory firm in Rochester, NY, registered since 2012, reporting $500 million to $1 billion in regulatory assets under management in its Form ADV filing dated May 26, 2026.

- CRD: 160052
- Filed as: PRENTICE WEALTH MANAGEMENT LLC
- Also doing business as: KNIGHTBRIDGE CAPITAL, WERTH WEALTH PLANNING, LLC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Rochester, NY
- Filing period: October 2026
- Form ADV filing dated: May 26, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/160052
- AdvisorCensus page: https://advisorcensus.com/firm/prentice-wealth-management-llc-rochester-ny-160052

## Quick answers

**How is Prentice Wealth Management LLC compensated?**
On its Form ADV (Item 5.E, October 2026), Prentice Wealth Management LLC reports these compensation arrangements: a percentage of assets under its management; hourly charges; subscription fees (for a newsletter or periodical); fixed fees (other than subscription fees).

**How much does Prentice Wealth Management LLC charge?**
Its Form ADV Part 2A brochure dated February 23, 2026 states: Subscription: $2,500 a month (KBC SUBSCRIPTION SERVICES); Flat fee: $195 to $25,000 (financial planning services); Hourly rate: $300 an hour (DIVORCE CONSULTING SERVICES). Fees can differ by service and may be negotiable; the brochure is the complete statement.

**Where is Prentice Wealth Management LLC located?**
Prentice Wealth Management LLC's principal office is in Rochester, NY, according to its Form ADV; the June 2026 filing also lists 1 other office (Schedule D, Section 1.F).

**Is Prentice Wealth Management LLC registered with the SEC or a state?**
Prentice Wealth Management LLC is an SEC-registered investment advisory firm, registered since 2012. Status as filed: Approved. CRD 160052.

**How much does Prentice Wealth Management LLC manage?**
Prentice Wealth Management LLC reports $567,504,623 in regulatory assets under management in its Form ADV filing dated May 26, 2026 (97% discretionary).

**How have Prentice Wealth Management LLC's assets and staff changed since 2021?**
In the Form ADV data for Prentice Wealth Management LLC: Regulatory assets under management: $251,811,338 in the October 2021 data and $567,504,623 in the October 2026 data, up 125%. Total employees: 11 in October 2021 and 14 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Prentice Wealth Management LLC serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (974); high net worth individuals (50); corporations or other businesses not listed above (5).

**Which custodians does Prentice Wealth Management LLC use?**
Prentice Wealth Management LLC'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 Prentice Wealth Management 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/160052

**What changed in Prentice Wealth Management LLC's recent Form ADV filings?**
In the March 2026 filing data: Employees performing advisory functions went from 5 to 4. Regulatory assets under management went from $467,163,139 to $567,504,623 (+21%). Changed its office addresses in Baldwinsville, NY.

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Hourly charges
- Subscription fees (for a newsletter or periodical)
- Fixed fees (other than subscription fees)

### Fees and minimums (Form ADV Part 2A brochure dated February 23, 2026)

- Subscription: $2,500 a month (KBC SUBSCRIPTION SERVICES)

> The firm charges a fixed subscription fee not to exceed $2,500 per month. Fees are negotiable at the discretion of the Firm’s Managing Partner or Investment Committee.

- Flat fee: $195 to $25,000 (financial planning services)

> PWM’s financial planning services are offered on a flat fee basis and determined by the scope and complexity of each individual client, as well as their financial situation and objectives. Our financial planning fees range from $ 195 to $25,000.

- Hourly rate: $300 an hour (DIVORCE CONSULTING SERVICES)

> PWM’s consulting service fee is provided on an hourly basis at a rate of $300 per hour. The estimated fee, as well as the ultimate fee charged is based on the scope and complexity of each individual client.

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: $567,504,623
- Discretionary: $550,277,246
- Non-discretionary: $17,227,377

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 974 | $416,287,912 |
| High net worth individuals | 50 | $132,025,724 |
| Charitable organizations | Fewer than 5 | $1,565,365 |
| Other investment advisers | Fewer than 5 | $3,395,474 |
| Corporations or other businesses not listed above | 5 | $14,230,148 |

### 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
- Pension consulting services
- Selection of other advisers (including private fund managers)

### Firm details
- Registered since: 2012 (14 years)
- Employees: 14 total, 4 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: CA, CO, CT, FL, MA, MD, NC, NH, NY, PA, TX, VA
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the June 2026 filing
- Baldwinsville, NY

### Websites listed on Form ADV (Item 1.I)
- knightbridgecap.com
- prenticewealth.com
- werthwealth.com
- Facebook @PrenticeWealth
- Facebook @bill.prentice.39
- Facebook @Connie-Ciarico
- Facebook @werthwealthplanning
- LinkedIn @436025
- LinkedIn @knightbridge-capital
- LinkedIn @prentice-wealth-mangement-llc
- LinkedIn @werthwealthplanningllc
- LinkedIn @alexandria-prayne
- LinkedIn @amanda-rodriguez-8212a55b
- LinkedIn @anthony-vaccaro-cfa
- LinkedIn @connie-ciarico-2b329213
- LinkedIn @daniellepinckney
- LinkedIn @kaitlynrobles0103
- LinkedIn @kerrin-pestke-fpqp™-wms℠-9b9129181
- LinkedIn @madelyndavidson7326611a8
- LinkedIn @michellewerthwwp
- LinkedIn @shawn-tesoro-40b41748
- LinkedIn @stephie-bleier-7892a315a
- LinkedIn @williamprentice
- X @WJPrentice2
- X @prenticewealth
- X @sstesoro
- X @werthwealthplan

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $251,811,338 | 11 | May 21, 2021 |
| October 2022 | $358,752,325 | 11 | May 4, 2022 |
| October 2023 | $295,262,571 | 12 | September 20, 2023 |
| October 2024 | $393,455,154 | 11 | March 19, 2024 |
| October 2025 | $467,163,139 | 14 | July 10, 2025 |
| October 2026 | $567,504,623 | 14 | May 26, 2026 |

Regulatory assets under management: $251,811,338 in the October 2021 data and $567,504,623 in the October 2026 data, up 125%.
Total employees: 11 in October 2021 and 14 in October 2026.

## Changes in the filing (last 12 months)

### March 2026
- Employees performing advisory functions went from 5 to 4.
- Regulatory assets under management went from $467,163,139 to $567,504,623 (+21%).
- Changed its office addresses in Baldwinsville, NY.

### January 2026
- No longer registered or notice-filed in NE.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Prentice Wealth Management LLC (CRD 160052): Form ADV filing data as of October 2026.