Data / Investment advisers / Utah / Truenorth Wealth
Truenorth Wealth, Salt Lake City, UT: $1.3 billion AUM, SEC registered investment adviser
Updated November 7, 2026. Source: the SEC's Form ADV data files for investment advisers.
Truenorth Wealth is an SEC registered investment adviser with its main office in Salt Lake City, Utah and reports $1.3 billion in regulatory assets under management in its Form ADV filed August 22, 2026. Its clients include high net worth individuals, individuals and charitable organizations. It is paid through a percentage of assets under management, hourly charges and other fees.
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- Registration
- SEC registered investment adviser
- CRD number
- 142205
- SEC file number
- 801-68446
- SEC status
- Approved, effective October 15, 2007
- Legal name
- Association Financial Services Inc.
- Main office
- 1935 Vine Street, Suite 120, Salt Lake City, UT 84121
- Phone
- (801) 274-1820
- Regulatory AUM
- $1,265,596,116 in the Form ADV filed August 22, 2026
- Discretionary AUM
- $146,115,682
- Non discretionary AUM
- $1,119,480,434
- Accounts
- 2,829
- Employees
- 19, of which 10 give investment advice
- Form of organization
- Corporation
- Paid through
- a percentage of assets under management, hourly charges, other fees
- Other offices
- 4
- Form ADV Item 11 disclosures
- None reported
- Latest Form ADV filing
- August 22, 2026
- SEC record
- Investment Adviser Public Disclosure
Clients
Client types the adviser reports in Form ADV item 5.D, with the AUM it attributes to each.
| Client type | Clients | AUM |
|---|---|---|
| High net worth individuals | 259 | $857.9 million |
| Individuals (other than high net worth individuals) | 584 | $201 million |
| Charitable organizations | 11 | $5.7 million |
AUM in the SEC's monthly files
Each change in the AUM the adviser reported across the monthly SEC files held here, with the first file that shows the new value.
| First in the file of | AUM | Form ADV filed |
|---|---|---|
| April 1, 2026 | $1.27 billion | March 6, 2026 |
| December 1, 2025 | $1.07 billion | March 23, 2025 |
Other advisers in Salt Lake City
| Adviser | City | AUM | Private funds | Source |
|---|---|---|---|---|
| Sundance Bay | Salt Lake City | $2.09 billion | 1 | adviserinfo.sec.gov |
| Albion Financial Group | Salt Lake City | $2.01 billion | 3 | adviserinfo.sec.gov |
| Physician Wealth Advisors, Inc. | Salt Lake City | $2.01 billion | Not listed | adviserinfo.sec.gov |
| Alta Capital Management LLC | Salt Lake City | $1.60 billion | Not listed | adviserinfo.sec.gov |
| Cross Creek Advisors, LLC | Salt Lake City | $1.35 billion | 16 | adviserinfo.sec.gov |
| Three Seasons Wealth | Salt Lake City | $1.23 billion | Not listed | adviserinfo.sec.gov |
| Taylor Derrick Capital, L.L.C. | Salt Lake City | $910.7 million | 10 | adviserinfo.sec.gov |
| Zions Capital Advisors, Inc. | Salt Lake City | $830.8 million | Not listed | adviserinfo.sec.gov |
Also on SpecStream
- Investment advisers in Salt Lake City, UT
- Investment advisers in Utah
- Advisers with $1 billion to $10 billion in AUM
- Advisers serving high net worth individuals
- Advisers serving individuals
- Truenorth Wealth on the SEC's adviser search
Public data published by the US Securities and Exchange Commission (US government work). Advisers report these values themselves in Form ADV, and neither the SEC nor the states approve or guarantee them. AUM is regulatory assets under management as the adviser reported it in Form ADV item 5.F, which can differ from the AUM a firm quotes elsewhere. Exempt reporting advisers do not report AUM. Office address, phone and website are the adviser's main office as filed; a firm that files its main office as a private residence shows no street address or phone. An Item 11 disclosure is a reported event, not a finding about the firm today. Details for each firm are on the SEC's Investment Adviser Public Disclosure site. This page uses SEC data and is not endorsed or certified by the SEC. Free to reuse with credit to SpecStream under CC BY 4.0. Spot a wrong value? Write to [email protected] with the link to this page.