# T. Rowe Price Advisory Services, Inc.

> T. Rowe Price Advisory Services, Inc. is an SEC-registered investment advisory firm in Owings Mills, MD, registered since 2000, reporting over $5 billion in regulatory assets under management in its Form ADV filing dated August 26, 2026.

- CRD: 108958
- Filed as: T. ROWE PRICE ADVISORY SERVICES, INC.
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Owings Mills, MD
- Filing period: October 2026
- Form ADV filing dated: August 26, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/108958
- AdvisorCensus page: https://advisorcensus.com/firm/t-rowe-price-advisory-services-inc-owings-mills-md-108958

## Quick answers

**How is T. Rowe Price Advisory Services, Inc. compensated?**
On its Form ADV (Item 5.E, October 2026), T. Rowe Price Advisory Services, Inc. reports these compensation arrangements: a percentage of assets under its management; other. The amounts are in Item 5 of its Form ADV Part 2A brochure.

**Where is T. Rowe Price Advisory Services, Inc. located?**
T. Rowe Price Advisory Services, Inc.'s principal office is in Owings Mills, MD, according to its Form ADV; the September 2026 filing also lists 1 other office (Schedule D, Section 1.F).

**Is T. Rowe Price Advisory Services, Inc. registered with the SEC or a state?**
T. Rowe Price Advisory Services, Inc. is an SEC-registered investment advisory firm, registered since 2000. Status as filed: Approved. CRD 108958.

**How much does T. Rowe Price Advisory Services, Inc. manage?**
T. Rowe Price Advisory Services, Inc. reports $5,899,382,003 in regulatory assets under management in its Form ADV filing dated August 26, 2026 (100% discretionary).

**How have T. Rowe Price Advisory Services, Inc.'s assets and staff changed since 2021?**
In the Form ADV data for T. Rowe Price Advisory Services, Inc.: Regulatory assets under management: $728,830,645 in the October 2021 data and $5,899,382,003 in the October 2026 data, up 709%. Total employees: 41 in October 2021 and 92 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does T. Rowe Price Advisory Services, Inc. serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (13,517).

**Which custodians does T. Rowe Price Advisory Services, Inc. use?**
T. Rowe Price Advisory Services, Inc.'s most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Pershing LLC as a custodian holding 10% or more of its separately managed account assets.

**Does T. Rowe Price Advisory Services, Inc. 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/108958

**What changed in T. Rowe Price Advisory Services, Inc.'s recent Form ADV filings?**
In the April 2026 filing data: Employees performing advisory functions went from 61 to 66. Regulatory assets under management went from $3,861,357,894 to $5,899,382,003 (+53%). No longer lists an office in Colorado Springs, CO.

## From the Form ADV filing

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

### Custodians (Schedule D, Section 5.K(3))
- Pershing LLC

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: $5,899,382,003
- Discretionary: $5,899,382,003
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 13,517 | $5,897,904,801 |
| High net worth individuals | 0 | $0 |
| Banking or thrift institutions | 0 | $0 |
| Investment companies | 0 | $0 |
| Business development companies | 0 | $0 |
| Pooled investment vehicles (other than investment companies and business development companies) | 0 | $0 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 0 | $0 |
| Charitable organizations | 0 | $0 |
| State or municipal government entities (including government pension plans) | 0 | $0 |
| Other investment advisers | 0 | $0 |
| Insurance companies | 0 | $0 |
| Sovereign wealth funds and foreign official institutions | 0 | $0 |
| Corporations or other businesses not listed above | Fewer than 5 | $1,477,202 |

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

### Firm details
- Registered since: 2000 (25 years)
- Employees: 92 total, 66 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: AK, AL, AR, AZ, CA, CO, CT, DC, DE, FL, GA, HI, IA, ID, IL, IN, KS, KY, LA, MA, MD, ME, MI, MN, MO, MS, MT, NC, ND, NE, NH, NJ, NM, NV, NY, OH, OK, OR, PA, PR, RI, SC, SD, TN, TX, UT, VA, VI, VT, WA, WI, WV, WY
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the September 2026 filing
- Colorado Springs, CO

### Websites listed on Form ADV (Item 1.I)
- [troweprice.com](https://troweprice.com)
- Facebook @TROWEPRICE
- Instagram @t._rowe_price
- LinkedIn @T--ROWE-PRICE
- X @troweprice
- YouTube @TROWEPRICEGROUP

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $728,830,645 | 41 | September 30, 2021 |
| October 2022 | $917,990,791 | 48 | March 25, 2022 |
| October 2023 | $1,372,877,395 | 47 | September 15, 2023 |
| October 2024 | $2,563,768,510 | 58 | March 28, 2024 |
| October 2025 | $3,861,357,894 | 86 | May 9, 2025 |
| October 2026 | $5,899,382,003 | 92 | August 26, 2026 |

Regulatory assets under management: $728,830,645 in the October 2021 data and $5,899,382,003 in the October 2026 data, up 709%.
Total employees: 41 in October 2021 and 92 in October 2026.

## Changes in the filing (last 12 months)

### April 2026
- Employees performing advisory functions went from 61 to 66.
- Regulatory assets under management went from $3,861,357,894 to $5,899,382,003 (+53%).
- No longer lists an office in Colorado Springs, CO.

### March 2026
- Updated its list of owners and control persons (Schedule A).

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. T. Rowe Price Advisory Services, Inc. (CRD 108958): Form ADV filing data as of October 2026.