Robert W. Baird & Co. Inc

Investment Advisor Firm

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Robert W. Baird & Co. Inc operates as a financial advisory firm located in Milwaukee, Wisconsin. The firm has $188.3 billion in total assets throughout 207,240 client accounts, making it one of the biggest financial advisory firms in the country by assets under management (AUM). Robert W. Baird & Co. Inc has a very large team of 3,651 employees, including 2,727 financial advisors. Robert W. Baird & Co. Inc is not a registered broker-dealer, signifying that it cannot buy and sell securities for its own accounts as well as its clients' and instead is required to go through a broker-dealer company to do so. Securities are tradable fiscal investments such as options, bonds and stocks.

Robert W. Baird & Co. Inc oversees 107,620 of the firm's client assets on a discretionary basis. Discretionary management signifies that an investment advisor makes buy and sell judgments for the client's account without requiring client permission. The firm also oversees 99,620 non-discretionary accounts with a total of $49.7 billion in assets under management. The investment advisory firm supervises roughly $908,382 for every customer account. The typical advisor at Robert W. Baird & Co. Inc oversees about 76 client accounts.

Robert W. Baird & Co. Inc's main office is at 777 E. Wisconsin Avenue, Milwaukee, Wisconsin 53202-5391. The firm is legally permitted to provide services to investors across 51 U.S. states and territories.

Assets Under Management

$188.3 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

$188.3 billion

National Average: $3.7 billion
Total Number of Employees


National Average: 29
Total Number of Accounts


National Average: 2,073
Average Account Size

$908.4 thousand

National Average: $1.8 million

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Products and Services

Robert W. Baird & Co. Inc provides multiple financial services, which can include 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 prior financial year, the firm provided 101-250 of its accounts with financial planning services. It is involved in selling products or offering services different than investment advice to its clients. It is affiliated with one or more other companies in the financial services industry, including with a broker-dealer or securities dealer, trust company, insurance company or agency, pension consultant, real estate broker or dealer and commodity pool advisor.

Core Advisor Services

  • Offered by 45% 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 62% 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

Fees for financial advice largely depend on which services the firm provides the client. Fees charged by the firm most likely consist of the following fee types: asset-based, hourly, fixed, commission-based or performance-based. The firm does participate in a wrap fee program, in which the firm offers a service bundle for a comprehensive fee.


  • Offered by 74% 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 40% 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 number of different investors. The firm provides services 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 207,240 accounts, Robert W. Baird & Co. Inc's biggest client group by number of accounts is retail investors, although it also serves 33,389 high-net-worth individuals. A high-net-worth individual is defined by the SEC as a person who has at least $750,000 in AUM or a net worth of more than $1.50 million or who counts as a "qualified purchaser" (a standard met by having at least $5 million in investments). Just 1% of the firm's accounts are from outside of the U.S.

  • High-Net-Worth Individuals* - 24.9%
  • Other Individuals - 72.54%
  • Corporations - 1.9%
  • Charitable Organizations - 0.66%

* 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

Scott Willkomm
Appleton, WI
Timothy Ganahl
Bellevue, WA
Dan Gilipsky
Milwaukee, WI
Chris Schliepp
Wausau, WI
Paul Mcwane
Lynchburg, VA
Traci Bryson
Denver, CO
Robert Mccarron
Akron, OH
Michael Parrott
Charlotte, NC
Lauren Post
Milwaukee, WI

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This content was compiled from the SEC and FINRA