# Winch Financial

> Winch Financial is an SEC-registered investment advisory firm in Appleton, WI, registered since 1998, reporting $500 million to $1 billion in regulatory assets under management in its Form ADV filing dated March 4, 2026.

- CRD: 110194
- Filed as: WINCH FINANCIAL
- Legal name: Winch Advisory Services, LLC
- Also doing business as: WINCH FINANCIAL
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Appleton, WI
- Filing period: October 2026
- Form ADV filing dated: March 4, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/110194
- AdvisorCensus page: https://advisorcensus.com/firm/winch-financial-appleton-wi-110194

## Quick answers

**How is Winch Financial compensated?**
On its Form ADV (Item 5.E, October 2026), Winch Financial reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees).

**Where is Winch Financial located?**
Winch Financial's principal office is in Appleton, WI, according to its Form ADV.

**Is Winch Financial registered with the SEC or a state?**
Winch Financial is an SEC-registered investment advisory firm, registered since 1998. Status as filed: Approved. CRD 110194.

**How much does Winch Financial manage?**
Winch Financial reports $580,178,144 in regulatory assets under management in its Form ADV filing dated March 4, 2026 (100% discretionary).

**How have Winch Financial's assets and staff changed since 2021?**
In the Form ADV data for Winch Financial: Regulatory assets under management: $355,688,639 in the October 2021 data and $580,178,144 in the October 2026 data, up 63%. Total employees: 18 in October 2021 and 18 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Winch Financial serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (704); high net worth individuals (147).

**Which custodians does Winch Financial use?**
Winch Financial's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists LPL Financial LLC as a custodian holding 10% or more of its separately managed account assets.

**Does Winch 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/110194

**What changed in Winch Financial's recent Form ADV filings?**
In the April 2026 filing data: Employees performing advisory functions went from 15 to 17. Regulatory assets under management went from $510,720,782 to $580,178,144 (+14%).

## From the Form ADV filing

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

### Custodians (Schedule D, Section 5.K(3))
- LPL Financial 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: $580,178,144
- Discretionary: $580,178,144
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 704 | $201,459,442 |
| High net worth individuals | 147 | $364,910,178 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | Fewer than 5 | $13,759,469 |
| Charitable organizations | Fewer than 5 | $49,055 |

### 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
- Educational seminars/workshops

### Firm details
- Registered since: 1998 (28 years)
- Employees: 18 total, 17 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: CA, FL, LA, MN, NE, TX, WI
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- winchfinancial.com
- Facebook @WINCHFINANCIAL
- Instagram @WINCHFINANCIAL
- LinkedIn @490256
- LinkedIn @adam-winch-387692a8
- LinkedIn @christian-peterson-88419718
- LinkedIn @christina-winch-6b776067
- LinkedIn @fred-hubley-2a358312
- LinkedIn @matt-weyers-689274100
- LinkedIn @tanya-winch-99682419

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $355,688,639 | 18 | February 23, 2021 |
| October 2022 | $432,094,101 | 18 | August 15, 2022 |
| October 2023 | $333,928,288 | 19 | January 24, 2023 |
| October 2024 | $420,199,081 | 17 | March 1, 2024 |
| October 2025 | $510,720,782 | 18 | March 10, 2025 |
| October 2026 | $580,178,144 | 18 | March 4, 2026 |

Regulatory assets under management: $355,688,639 in the October 2021 data and $580,178,144 in the October 2026 data, up 63%.
Total employees: 18 in October 2021 and 18 in October 2026.

## Changes in the filing (last 12 months)

### April 2026
- Employees performing advisory functions went from 15 to 17.
- Regulatory assets under management went from $510,720,782 to $580,178,144 (+14%).

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Winch Financial (CRD 110194): Form ADV filing data as of October 2026.