Robert W. Baird & Co. Inc

Investment Advisor Firm

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Robert W. Baird & Co. Inc is a financial advisory firm located in Milwaukee, Wisconsin. Robert W. Baird & Co. Inc controls $140.3 billion in total assets across 156,595 customer accounts, making it one of the largest financial advisory firms in the country by assets under management (AUM). Robert W. Baird & Co. Inc has a very large team of 2,622 employees, including 1,997 financial advisors. Robert W. Baird & Co. Inc does not act as a registered broker-dealer, meaning it is not able to buy and sell securities for its clients' and own accounts and instead has to go through a broker-dealer firm to do so. Securities are tradable fiscal investments such as options, bonds and equities.

Robert W. Baird & Co. Inc manages the majority of the company's client assets in a discretionary manner. Discretionary management means that transaction decisions are made by an investment advisor without requiring client consent. The company also administers 75,708 non-discretionary accounts with a total of $37.3 billion in assets under management. Robert W. Baird & Co. Inc administers roughly $894,026 in assets for every customer account. The typical advisor at Robert W. Baird & Co. Inc administers about 78 client accounts.

The company's main office is located at 777 E. Wisconsin Avenue, Milwaukee, Wisconsin 53202-5391. It is legally registered to serve customers throughout 51 U.S. states and territories.

Assets Under Management

$140.3 billion

Number of Advisors




Office Location

777 E. Wisconsin Avenue
Milwaukee, WI 53202-5391

Robert W. Baird & Co. Inc by the Numbers

Total Assets Under Management

$140.3 billion

National Average: $3.3 billion
Total Number of Employees


National Average: 31
Total Number of Accounts


National Average: 1,935
Average Account Size

$895.7 thousand

National Average: $1.7 million

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Products and Services

Robert W. Baird & Co. Inc provides a variety of financial services, which can consist of financial planning services, portfolio management for individuals and small businesses, portfolio management for investment companies, portfolio management for pooled investment vehicles, portfolio management for institutional clients, pension consulting services, selection of other advisers, publication of newsletters, educational seminars and other services. In the past fiscal year, it provided 17500 of its clients with financial planning services. The firm is involved in selling products or offering services other than investment advisory services to its customers. Robert W. Baird & Co. Inc is also affiliated with one or more other companies in the financial services industry, including with a broker-dealer or securities dealer, insurance company or agency, pension consultant, real estate broker or dealer and commodity pool advisor.

Core Advisor Services

  • Offered by 44% of firms

    Financial Planning Services

    This is the process of planning for your financial future, including for events such as retirement, your child's college education or estate succession.

  • Offered by 61% of firms

    Portfolio Management

    This is the selection and management of an investment mix and portfolio strategy for individuals and small businesses.

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    Market Timing Services

    This is the practice of attempting to make short-term profits on investments by buying low and selling high.

Other Services

  • Offered by 23% of firms

    Selection of Other Advisors

    This is the firm's assistance with choosing other advisors to work with who may have different specialties.

  • Offered by 4% of firms

    Publication of Periodicals

    This is the publication of various financial education materials.

  • Offered by 10% of firms

    Educational Seminars/Workshops

    This is the hosting of seminars or workshops to educate investors on financial concepts.

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Fee Structure

Financial management fees vary depending on which services are offered. However, fees billed by the firm may include the following fee types: asset-based, hourly, fixed, commission-based or performance-based. Wrap fee programs, or the practice of bundling services for a single fee, are provided by the company.


  • Offered by 72% of firms

    Percentage of Assets

    Show Explanation

    This fee, which is the most common fee type charged by advisors for portfolio management, is based on the amount of assets you have under management. Also referred to as an asset-based fee, this fee typically ranges from 0.50%-2.00% of AUM annually. You'll typically pay a lower rate the more assets you have under management.

  • Offered by 35% of firms


    Show Explanation

    Like a lawyer, a financial advisor may charge you by the hour. This can be helpful if you are only looking for short-term or one-time advice. Rates typically range from $100-$300 per hour, depending on the complexity and level of services needed.

  • Offered by 2% of firms


    Show Explanation

    Occasionally, advisors earn commissions from selling financial products, such as securities or insurance policies, or making certain referrals or transactions. Advisors who earn commissions may be incentivized to make certain recommendations to clients in order to make a commission. Fee-only advisors do not earn commissions, while fee-based advisors may.

  • Offered by 17% of firms


    Show Explanation

    Advisors only earn performance-based fees if a portfolio outperforms a defined benchmark. This fee may be calculated in a number of ways but most commonly is charged as a percentage of investment profits. Performance-based fees may incentivize advisors to make riskier decisions in order to generate higher returns.

  • Offered by 39% of firms


    Show Explanation

    Fixed fees are a one-time, lump sum charged for a specific service, like the creation of a financial plan without subsequent implementation. This can be useful if you only need advice for one specific purpose, rather than a long-term advisor. Fixed fees usually range from $1,000 to $3,000.


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Types of Clients

The company manages money for a broad range of investors. It caters to retail investors, high net worth investors, banking institutions, investment companies, pooled investment vehicles, pension plans, charitable organizations, state or municipal government entities, insurance companies, corporations and other. Out of its 156,595 accounts, Robert W. Baird & Co. Inc's largest client type is retail investors, although it also manages money for 23,613 high-net-worth individuals. A high-net-worth individual is defined by the SEC as an individual who has at least $750,000 under management or a net worth of at least $1.50 million or who is deemed a "qualified purchaser" (a standard met by having at least $5 million in investments). Just 1% of the firm's accounts reside abroad.

  • High-Net-Worth Individuals* - 23.65%
  • Other Individuals - 73.44%
  • Corporations - 2.18%
  • Charitable Organizations - 0.73%

* The U.S. Securities and Exchange Commission (SEC) defines a high-net-worth individual as someone who has at least $750,000 under management.

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Robert W. Baird & Co. Inc does not have any disclosures.

Please visit its Form ADV for more details.

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Financial Advisors at Robert W. Baird & Co. Inc

Julie Tapke
Covington, KY
Ruben Rivas
Milwaukee, WI
Casi Jones
Seattle, WA
Richard Tapke
Covington, KY
Preston Daniells
Grass Valley, CA
Angela Wingfield
Houston, TX
Jennifer Le Clair-Bemis
Sheboygan, WI
Patrick Mcguire
Milwaukee, WI
Nicholas Gomez
Milwaukee, WI

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This content was compiled from the SEC and FINRA