{
  "crd_number": 142205,
  "slug": "truenorth-wealth-salt-lake-city-ut-142205",
  "primary_business_name": "TRUENORTH WEALTH",
  "legal_name": "ASSOCIATION FINANCIAL SERVICES INC.",
  "dbas": [
    "ASSOCIATION FINANCIAL SERVICES",
    "IDAHO MEDICAL ASSOCIATION FINANCIAL SERVICES",
    "TRUENORTH RETIREMENT SERVICES",
    "TRUENORTH WEALTH"
  ],
  "city": "Salt Lake City",
  "state": "UT",
  "country": "United States",
  "cbsa_code": "41620",
  "metro": {
    "cbsa_code": "41620",
    "common_name": "Salt Lake City",
    "msa_name": "Salt Lake City-Murray, UT",
    "path": "/advisors/ut/salt-lake-city"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2007-10-15",
  "years_registered": 18,
  "period": "2026-10-01",
  "filing_date": "2026-08-22",
  "carried_forward": false,
  "raum_total": 1265596116.0,
  "raum_discretionary": 146115682.0,
  "raum_non_discretionary": 1119480434.0,
  "raum_band": "1b_5b",
  "raum_band_label": "$1 billion to $5 billion",
  "total_employees": 19,
  "advisory_employees": 10,
  "client_count_bucket": null,
  "clients_by_type": {
    "other": {
      "raum": 200998400.0,
      "count": 121,
      "description": "401(K). PSP, CASH BALANCE PLANS"
    },
    "charitable": {
      "raum": 5700937.0,
      "count": 11
    },
    "individuals": {
      "raum": 201038425.0,
      "count": 584
    },
    "banking_thrift": {
      "raum": 0.0,
      "count": 0
    },
    "state_municipal": {
      "raum": 0.0,
      "count": 0
    },
    "insurance_companies": {
      "raum": 0.0,
      "count": 0
    },
    "investment_companies": {
      "raum": 0.0,
      "count": 0
    },
    "pension_profit_sharing": {
      "raum": 0.0,
      "count": 0
    },
    "other_investment_advisers": {
      "raum": 0.0,
      "count": 0
    },
    "high_net_worth_individuals": {
      "raum": 857858354.0,
      "count": 259
    },
    "pooled_investment_vehicles": {
      "raum": 0.0,
      "count": 0
    },
    "corporations_other_businesses": {
      "raum": 0.0,
      "count": 0
    },
    "business_development_companies": {
      "raum": 0.0,
      "count": 0
    },
    "sovereign_wealth_foreign_official": {
      "raum": 0.0,
      "count": 0
    }
  },
  "compensation_types": [
    "hourly",
    "other",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "educational_seminars",
    "financial_planning",
    "pension_consulting",
    "periodicals_newsletters",
    "portfolio_management_businesses_institutional",
    "portfolio_management_individuals"
  ],
  "wrap_fee_participant": true,
  "disclosure_yes_count": 0,
  "states_registered": [
    "AZ",
    "CA",
    "CO",
    "CT",
    "ID",
    "NE",
    "OR",
    "TX",
    "UT",
    "WA"
  ],
  "websites": [
    "https://facebook.com/IMAFINANCIALSERVICES",
    "https://facebook.com/TRUENORTHRETIRE",
    "https://facebook.com/TRUENORTHWEALTH",
    "https://imafs.org",
    "https://linkedin.com/company/idaho-financial-services",
    "https://linkedin.com/company/truenorth-wealth",
    "https://linkedin.com/company/truenorthretire",
    "https://tnrs.com",
    "https://truenorthretire.com",
    "https://truenorthwealth.com"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/142205",
  "city_as_filed": "SALT LAKE CITY",
  "url": "https://advisorcensus.com/firm/truenorth-wealth-salt-lake-city-ut-142205",
  "display_name": "Truenorth Wealth",
  "summary": "Truenorth Wealth is an SEC-registered investment advisory firm in Salt Lake City, UT, registered since 2007, reporting $1 billion to $5 billion in regulatory assets under management in its Form ADV filing dated August 22, 2026.",
  "citation": "AdvisorCensus. Truenorth Wealth (CRD 142205): 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",
    "Other"
  ],
  "advisory_activity_labels": [
    "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",
    "Publication of periodicals or newsletters",
    "Educational seminars/workshops"
  ],
  "quick_answers": [
    {
      "q": "How is Truenorth Wealth compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Truenorth Wealth reports these compensation arrangements: a percentage of assets under its management; hourly charges; other."
    },
    {
      "q": "Where is Truenorth Wealth located?",
      "a": "Truenorth Wealth's principal office is in Salt Lake City, UT, according to its Form ADV; the September 2026 filing also lists 3 other offices (Schedule D, Section 1.F)."
    },
    {
      "q": "Is Truenorth Wealth registered with the SEC or a state?",
      "a": "Truenorth Wealth is an SEC-registered investment advisory firm, registered since 2007. Status as filed: Approved. CRD 142205."
    },
    {
      "q": "How much does Truenorth Wealth manage?",
      "a": "Truenorth Wealth reports $1,265,596,116 in regulatory assets under management in its Form ADV filing dated August 22, 2026 (12% discretionary)."
    },
    {
      "q": "How have Truenorth Wealth's assets and staff changed since 2021?",
      "a": "In the Form ADV data for Truenorth Wealth: Regulatory assets under management: $493,363,966 in the October 2021 data and $1,265,596,116 in the October 2026 data, up 157%. Total employees: 13 in October 2021 and 19 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Truenorth Wealth serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (584); high net worth individuals (259); other (121)."
    },
    {
      "q": "Which custodians does Truenorth Wealth use?",
      "a": "Truenorth Wealth's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists SEI Investments Distribution Co. as a custodian holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Truenorth Wealth 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/142205"
    },
    {
      "q": "What changed in Truenorth Wealth's recent Form ADV filings?",
      "a": "In the April 2026 filing data: Employees performing advisory functions went from 7 to 10. Regulatory assets under management went from $1,074,482,158 to $1,265,596,116 (+18%). Added an office in Salt Lake City, UT."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 493363966.0,
      "total_employees": 13,
      "filing_date": "2021-04-12"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 652633504.0,
      "total_employees": 19,
      "filing_date": "2022-03-23"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 879942760.0,
      "total_employees": 17,
      "filing_date": "2023-06-22"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 1017412752.0,
      "total_employees": 17,
      "filing_date": "2024-03-19"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 1074482158.0,
      "total_employees": 17,
      "filing_date": "2025-03-23"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 1265596116.0,
      "total_employees": 19,
      "filing_date": "2026-08-22"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "Employees performing advisory functions went from 7 to 10.",
        "Regulatory assets under management went from $1,074,482,158 to $1,265,596,116 (+18%).",
        "Added an office in Salt Lake City, UT."
      ]
    }
  ],
  "fees_from_brochure": null,
  "custodians": [
    {
      "name": "SEI Investments Distribution Co.",
      "name_as_filed": "SEI INVESTMENTS DISTRIBUTION CO.",
      "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/truenorth-wealth-salt-lake-city-ut-142205.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 584,
      "fewer_than_5": false,
      "raum": 201038425.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 259,
      "fewer_than_5": false,
      "raum": 857858354.0
    },
    {
      "type": "banking_thrift",
      "label": "Banking or thrift institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "investment_companies",
      "label": "Investment companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "business_development_companies",
      "label": "Business development companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "pooled_investment_vehicles",
      "label": "Pooled investment vehicles (other than investment companies and business development companies)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": 11,
      "fewer_than_5": false,
      "raum": 5700937.0
    },
    {
      "type": "state_municipal",
      "label": "State or municipal government entities (including government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "other_investment_advisers",
      "label": "Other investment advisers",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "insurance_companies",
      "label": "Insurance companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "sovereign_wealth_foreign_official",
      "label": "Sovereign wealth funds and foreign official institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "other",
      "label": "Other",
      "count": 121,
      "fewer_than_5": false,
      "raum": 200998400.0
    }
  ],
  "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/142205",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}