Creative Planning said it has acquired Baseline Wealth Management, a Swiss-registered investment advisor with offices in Geneva and Zurich, marking the U.S. firm’s first international deal and its initial expansion into Europe.
The transaction adds 14 employees and more than $1 billion in assets under management to Creative Planning, according to the company. Terms were not disclosed.
Baseline is licensed by the Swiss Financial Market Supervisory Authority (FINMA) as a portfolio manager and is registered with the U.S. Securities and Exchange Commission as an RIA, as well as with the Canadian Securities Administrators, the companies said. Baseline serves high-net-worth individuals globally, including entrepreneurs and professional athletes, and is also licensed to manage extra-mandatory Swiss retirement solutions for private clients.
Creative Planning said the acquisition broadens its international wealth management offering by pairing its planning-led model and broader suite of services with on-the-ground Swiss coverage. The firm’s international expansion has included its acquisition of Thun Financial Advisors, previously owned by David Kuenzi, who now serves as Creative Planning’s international director of wealth management.
Creative Planning said it provides financial planning-led investment management, retirement planning, trust services, tax planning and family office services for individuals, as well as 401(k) and institutional clients. The firm said it and its affiliates had approximately $700 billion in combined assets under management and advisement across all 50 states and 90 countries as of December 31, 2025.
Support: Advisors on the deal included Homburger’s Frank Gerhard as counsel to Baseline and P2M Advisory’s Thierry Loth as Baseline’s M&A advisor. Creative Planning’s financial advisors were Houlihan Lokey’s Matt Kempler and Steven Levitt, the companies said.
KEY QUOTES:
“We’re absolutely thrilled to have Baseline join Creative Planning for our initial expansion into Europe. We’ve long recognized the large international demand for Creative Planning’s unique financial planning model. In addition to Baseline’s extensive experience serving international and U.S. clients, they also share our core values of integrity, transparency and a strong fiduciary responsibility to clients.”
Peter Mallouk, President and CEO, Creative Planning
“Joining forces with Creative Planning provides our clients with access to Creative Planning’s comprehensive suite of services while also allowing Creative Planning to offer a Swiss wealth management solution. Peter’s vision, sustained success and visionary leadership, along with his extraordinary team, including David Kuenzi and talented M&A advisors, gave me confidence that joining forces was the right next step for our organization.”
Thierry Grin, CEO, Baseline Wealth Management
“The Baseline team adds significant value to Creative Planning’s international wealth management business. The European market is currently dominated by proprietary product sales by banks with virtually no planning or fiduciary standard — and it can’t be fully served from the United States. Europeans want to work with Europeans, in their language and in their time zone. Thierry and Peter share a similar vision of bringing comprehensive wealth management to Europe and the rest of the world.”
David Kuenzi, International Director of Wealth Management, Creative Planning
